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June 2022 (Revised November 2022)
Case

Larry Miller

By: Francesca Gino, Frances X. Frei, Hise Gibson and Alicia Dadlani

Under the leadership of Larry Miller, chairman and former president of Nike’s Air Jordan brand, annual revenues for the Jordan brand soared from $150 million to over $4 billion. But for over 40 years, Miller guarded a secret. When he was younger, he spent nearly a... View Details

Keywords: Race; Ethnicity; Fairness; Values and Beliefs; Job Offer; Employment; Social Issues; Perspective; Personal Development and Career; Apparel and Accessories Industry; United States; Pennsylvania; Philadelphia; Portland; Oregon

May 2020 (Revised July 2022)
Case

Brand Storytelling at Shinola

By: Jill Avery, Giana M. Eckhardt and Michael B. Beverland

Detroit, Michigan, aka “The Motor City,” is most known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music.... View Details

Keywords: Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Detroit; United States; North America

February 2020 (Revised April 2021)
Case

StockX: The Stock Market of Things

By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley

Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust... View Details

August 2006 (Revised February 2009)
Case

Tanishq: Positioning to Capture the Indian Woman's Heart

By: Das Narayandas and Kerry Herman

The firm has to choose between an established brand, Tanishq, and a new skunkworks brand, GoldPlus, to go after the Indian plain gold jewelry market: Tanishq, initially targeted at a western customer, has undergone strategic retooling and has currently been... View Details

Keywords: Customers; Brands and Branding; Product Positioning; Segmentation; Apparel and Accessories Industry; India

January 2022
Case

Bee-ing Better at Bombas

By: Elizabeth A. Keenan, Youngme Moon and John Masko

David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the “best socks in the history of feet,” and to donate socks (the most requested item in homeless shelters) to Americans experiencing homelessness. Eight years later, Bombas had... View Details

Keywords: Social Entrepreneurship; Values and Beliefs; Brands and Branding; Marketing Strategy; Digital Marketing; Distribution; Corporate Social Responsibility and Impact; Mission and Purpose; Quality; Business and Stakeholder Relations; Human Needs; Poverty; Growth and Development Strategy; Apparel and Accessories Industry; New York (city, NY)

June 2016 (Revised November 2021)
Case

Longchamp

By: Jill Avery, Tonia Junker and Daniela Beyersdorfer

Longchamp’s Le Pliage is one of the fashion world’s most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much... View Details

Keywords: Brand Management; Luxury Brand; Brand Positioning; Product Strategy; Retailing; Pricing Strategy; Marketing; Brands and Branding; Marketing Strategy; Luxury; Family Business; Price; Strategy; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; France; Europe

September 2013 (Revised June 2014)
Case

Rana Plaza: Workplace Safety In Bangladesh (A)

By: John A. Quelch and Margaret L. Rodriguez

On April 24, 2013 the Rana Plaza factory building collapsed in Dhaka, the capital of Bangladesh. Over 1,100 people were killed in the worst industrial accident since the Union Carbide plant gas leak in Bhopal, India. Most of the victims worked for garment factories,... View Details

Keywords: Marketing; Public Health; Safety; Workplace; Human Rights; Apparel and Accessories Industry; Bangladesh

September 2015 (Revised September 2020)
Case

Gap Inc.: Refashioning Performance Management

By: Joshua Margolis, Paul McKinnon and Michael Norris

In 2014, clothing retailer Gap Inc. rolled out a new performance management process for headquarters staff that did away with a traditional rating and ranking system. The new process involved informal monthly meetings between managers and their reports, and it more... View Details

Keywords: Performance Management; Retail; HR; Motivation and Incentives; Performance; Management; Human Resources; Performance Evaluation; Apparel and Accessories Industry; Apparel and Accessories Industry

January 2015 (Revised November 2016)
Case

Stella McCartney

By: Anat Keinan and Sandrine Crener

Stella McCartney launched her own fashion house under her name in a partnership with the luxury conglomerate Kering as a 50/50 joint venture in 2001. A lifelong vegetarian, Stella McCartney does not use any leather or fur in her collections, which include women's... View Details

October 1994 (Revised August 2006)
Case

Sport Obermeyer Ltd.

By: Janice H. Hammond and Ananth Raman

The case describes operations at a skiwear design and merchandising company and its supply partner. Introduces production planning for short-life-cycle products with uncertain demand and allows students to analyze a reduced version of the company's production planning... View Details

Keywords: Product; Supply Chain; Demand and Consumers; Production; Planning; Globalized Markets and Industries; Forecasting and Prediction; Industry Growth; Apparel and Accessories Industry; Apparel and Accessories Industry; United States; Hong Kong

September 2019 (Revised July 2021)
Case

Gap, Inc., 2019

By: John R. Wells and Benjamin Weinstock

In 2000, The Gap, Inc. (Gap) was the world’s largest player in specialty fashion retailing, and companies such as Inditex of Spain, H&M of Sweden, and Fast Retailing of Japan were less than a quarter of Gap’s size. But after two decades of growth, Gap’s progress... View Details

Keywords: Strategic Change; Fashion; Multinational; Brands; Fast Fashion; Competition; Multinational Firms and Management; Performance Improvement; Management Teams; Brands and Branding; Change Management; Strategy; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Sweden; Spain; United States

March 2023
Case

On

By: Ramon Casadesus-Masanell, Karolin Frankenberger and Sascha Mader

Founded in 2010, in just one decade, the Swiss company On had established itself as a main player in global sports footwear and apparel. Based on an unconventional strategy which one of the founders labeled as “obsessively distinct,” On grew its sales with a compound... View Details

Keywords: Growth and Development Strategy; Environmental Sustainability; Product Positioning; Business Model; Apparel and Accessories Industry; Consumer Products Industry; Europe

09 Dec 2013
Research & Ideas

Cultural Disharmony Undermines Workplace Creativity

asking those questions a few years ago, when writing a case about a Chinese luxury apparel company. The firm had members from China, Hong Kong, Germany, and France, who were all working together to meld Chinese elements with Western... View Details

Keywords: by Michael Blanding

September 2020 (Revised July 2022)
Technical Note

Algorithmic Bias in Marketing

By: Ayelet Israeli and Eva Ascarza

This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and product—characterizing the marketing... View Details

May 1991 (Revised October 1998)
Case

NIKE (A) (Condensed)

By: David B. Yoffie

Describes the history of Nike, its strategy, and the industry in which it competes. The teaching objective is to ask the student to identify and evaluate Nike's economic/technical strategy. View Details

Keywords: Strategy; Economics; Apparel and Accessories Industry; Apparel and Accessories Industry

01 Mar 2024
News

Come Sail Away

When Michael Sard (MBA 2018) arrived at HBS, he owned about 50 Hawaiian shirts. “It was one of the few items in a man’s closet that could have a ritual to it around going out, like a tuxedo does,” he says. Purchase options, however, seemed limited to two extremes:... View Details

Keywords: Julia Hanna; entrepreneurship; manufacturing; career path; Apparel Manufacturing; Manufacturing

September 2000 (Revised May 2001)
Case

Gucci Group N.V. (A)

By: David B. Yoffie and Mary Kwak

Examines the turnaround of Gucci and its transition from a single brand to a multi-brand company. A rewritten version of an earlier case. View Details

Keywords: Growth and Development Strategy; Management Practices and Processes; Competitive Strategy; Competitive Advantage; Corporate Strategy; Diversification; Expansion; Apparel and Accessories Industry

February 2024
Case

FIGS: Scrubbing the Status Quo

By: Jeffrey F. Rayport and Nicole Tempest Keller

In October 2023, FIGS had revolutionized the medical scrubs industry with its fashionable and functional designs, but the venture was at a critical juncture. The digitally native vertical brand (DNVB) had gone public in a successful IPO in 2021 and reached $500 million... View Details

Keywords: Marketing Channels; Corporate Strategy; Business Growth and Maturation; Business Model; Decision Choices and Conditions; Competitive Strategy; Expansion; Apparel and Accessories Industry; Apparel and Accessories Industry; United States; California; Los Angeles; Europe; Canada

January 2010 (Revised December 2012)
Case

Knight the King: The Founding of Nike

By: Noam Wasserman and Kyle Anderson

It had taken Phil Knight 16 long years to build Nike into the number one athletic-shoe company in the country. When Knight had first conceived of the company for an MBA class project, Adidas had had more than 80% market share, but Knight's marketing approach had... View Details

Keywords: Business Startups; Entrepreneurship; Initial Public Offering; Leadership; Growth and Development Strategy; Marketing Strategy; Competitive Advantage; Apparel and Accessories Industry

October 1990
Case

Beauregard Textile Co.

By: Francis Aguilar

The sales manager and controller have to decide on a price for a textile that lost significant market share as a result of a recent price increase. Information on manufacturing costs and on the pricing behavior of Beauregard and its only competitor are available for... View Details

Keywords: Activity Based Costing and Management; Cost Accounting; Cost Management; Price; Competitive Advantage; Competitive Strategy; Inflation and Deflation; Consumer Behavior; Apparel and Accessories Industry

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