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  • 28 Oct 2008
  • First Look

First Look: October 28, 2008

the online, Chicago-based t-shirt company, was not your typical fashion apparel company. The company, run by Jake Nickell, Jacob DeHart, and Jeffrey Kalmikoff, turned the fashion business on its head by enabling anyone to submit designs... View Details
Keywords: Martha Lagace
  • June 2022
  • Case

Zalando: Becoming the Starting Point for Fashion

By: Antonio Moreno, Leela Nageswaran, Emilie Billaud and Federica Gabrieli
Born in 2008 as a small startup selling flip flops, by mid-2021 Zalando had turned into an online fashion company with an assortment of more than 4,500 international brands, 45 million active customers, and a presence in 23 European markets. An essential component in... View Details
Keywords: Transition; Customer Value and Value Chain; Digital Platforms; Distribution; Order Taking and Fulfillment; Infrastructure; Logistics; Service Operations; Strategy; Business Strategy; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Europe
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  • 15 Jul 2008
  • First Look

First Look: July 15, 2008

customer-focused approach. Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=808166 Sara Campbell Ltd. (A) Harvard Business School Case 108-070 Describes a situation in which Sara Campbell, the CEO of a women's View Details
Keywords: Martha Lagace
  • 07 Apr 2009
  • First Look

First Look: April 7, 2009

109-070 Commercial Director Prado wonders how to leverage the loyalty card information to prepare the fall 2008 budget. The case discusses the value of subjective and objective information for profit-planning purposes. Spanish children's View Details
Keywords: Martha Lagace
  • 01 Dec 2010
  • News

This Is What I Do

Katie Hood: Fast Forward Hood Hood and Fox In the hit movie Back to the Future, actor Michael J. Fox plays Marty McFly, a teenager in a hurry. Accidentally sent backward through time, Marty encounters a slew of nasty complications. (One of his main concerns is eluding... View Details
Keywords: Garry Emmons; time travel; Apparel Manufacturing; Apparel Manufacturing; Apparel Manufacturing; Apparel Manufacturing; Apparel Manufacturing; Apparel Manufacturing; Apparel Manufacturing
  • 21 Feb 2017
  • First Look

First Look at New Research: February 21

served by existing retailers. The team moved on to formulate a new market strategy. To date, the team has seen some improvements in sales and market share in its millennial apparel business, but they believe that additional opportunities... View Details
Keywords: Carmen Nobel
  • 07 Mar 2012
  • News

Fashion Tech Startups Emerge from HBS

Keywords: online retail; online shopping; fashion; Apparel Manufacturing; Apparel Manufacturing; Apparel Manufacturing; Apparel Manufacturing; Apparel Manufacturing; Apparel Manufacturing
  • 15 Jan 2013
  • First Look

First Look: January 15

apparel market, the company started to face intense competition from small and large Indian and foreign retailers. The company's chairman, Dr. Nalli Kuppusamy Chetty, announced a $25 million expansion plan and proposed the opening of 12... View Details
Keywords: Sean Silverthorne
  • 2010
  • Article

The Strategic Use of Brand Biographies

By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details
Keywords: Marketing; Brands; Brand Management; Brand Building; Brand Positioning; Competitive Positioning; Marketing Strategy; Brands and Branding; Managerial Roles; Strategy; Product Positioning; Consumer Behavior; Biography; Success; Perception; Markets; Power and Influence; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry
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  • February 22, 2023
  • Article

How to Seed Organic Marketing in a Video-First World

By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details
Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States; North America
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  • 12 Jul 2021
  • News

Alumni Confront the COVID-19 Crisis

has converted part of her luxury accessory company's factory and is leading other New York City leather goods and apparel factories to produce 30-50,000 masks per week for Weill Cornell and other hospitals and healthcare organizations.... View Details
  • 2016
  • Book

Consumers, Corporations, and Public Health: A Case-Based Approach to Sustainable Business

By: John A. Quelch
The public health footprint associated with corporate behavior has come under increased scrutiny in the last decade, with an increased expectation that private profit not come at the expense of consumer welfare.

Consumers, Corporations, and Public... View Details
Keywords: Consumer; Corporate Culture; Public Health; Consumer Behavior; Marketing Strategy; Corporate Strategy; Health; Innovation and Invention; Innovation and Management; Supply Chain Management; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Asia; Oceania; North and Central America; Middle East; Latin America; Europe
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