Why has it been important for perry ellis international

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Reference no: EM1381669

Chris Kolbe is a master of change. Now president of Orig-inal Penguin, Kolbe essentially runs the division for itsparent company, Perry Ellis International. Original Pen-guin was a 1950s icon - the penguin logo appeared on Mun-singwear Penguin knit sport shirts for men. Eventually, itspopularity faded, and Perry Ellis International later acquiredthe brand. Chris Kolbe was working in merchandising atretailer Urban Outfitters when he conceived the idea of reju-venating the penguin - but with a new twist and for a newmarket. Starting with a few new shirts, which sold out almostimmediately, the " new " Original Penguin began to grow, andPerry Ellis tapped Kolbe to complete the transformation ashead of a new venture team. Kolbe recognizes that the fash-ion industry is a hotbed of change - and any clothing com-pany that wants to survive must embrace innovation. He alsounderstands that change takes time and patience.

1. Why has it been important for Perry Ellis International togive freedom to a new venture team in order torelaunch Original Penguin?

2. In what respects does Original Penguin represent a cul-tural change for Perry Ellis?

Reference no: EM1381669

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