Topic: Branding

Horizontal Or Vertical Marketing?

Posted by Anonymous on 125 Points
Hey, I stumbled over the following article:

Marimekko has seized this opportunity by collaborating with the second-hand clothes store Vetis since 2015. For example, during the 2018 Helsinki Fashion week, Vetis set up a vending booth in a Marimekko store, encouraging customers to re-sell their Marimekko clothes, resulting in more than 1000 resold items.

And I am wondering if this is a kind of horizontal or vertical marketing.
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  • Posted by Peter (henna gaijin) on Accepted
    Horizontal would be adding more similar product lines using the same or similar channels. For example, a car manufacturer who starts selling motorcycles.

    Vertical is extended what you do with the current product lines. For example, a car manufacturer who buys or sets up their own dealership network. Or a new car dealer that starts selling used cars also.

    This definitely sounds more vertical than horizontal - adding a section of business using the same products.

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