The value of The Brand
A T-shirt is produced in China, a multi-national fashion brand prints a logo on it and buys it for 2 euros. The shirt is shipped and put on sale in a fashion boutique in Stockholm, Berlin, Paris or Milan. A Chinese tourist buys the shirt that is now called Gant, Tommy Hilfiger or Ralph Lauren for 30 euros. Who are the winners and who are the losers in this model?