Mexx - An Attitude, A Lifestyle, A Kiss: A Case Study In Global Strategy

Abstract

This case explores the opportunities and challenges confronting Mexx in the early 21st century. For more than 20 years, Mexx, an Amsterdam-based global retailer, grew quickly and successfully.  Purchased by the Liz Claiborne organization in 2001, at the turn of the century, Mexx was poised for continued expansion and support to build a powerful, global retail brand. In 2008, Mexx management faces strategic decisions that will impact the company’s future in the highly competitive global fashion arena.