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- March 2018
- Teaching Note
The Ready-Made Garment Industry: A Bangladeshi Perspective (A), (B), (C), and (D)
By: Nien-hê Hsieh
Responsibility for working conditions in contract factories within the supply chain presents an ongoing challenge for managers and area of debate. Much of the debate approaches the challenge from the perspective of large global apparel brands. This case helps students... View Details
- February 2018 (Revised October 2019)
- Technical Note
The Art and Science of Brand Valuation
By: Jill Avery
Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are... View Details
Keywords: Brand Valuation; Brand Value; Brand; Brand Management; Marketing ROI; Brand Equity; Analytics; Return On Investment; Brands and Branding; Valuation; Marketing; Marketing Strategy; Investment Return; Consumer Behavior; 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
- February 2018
- Case
Montes Calcados: A Step Ahead
By: James L. Heskett and James T. Kindley
Montes Calçados (MC) is a well-known "fast-fashion" Brazilian manufacturer of casual, but fashionable, shoes for women aged 18–35 in major cities worldwide. To boost its declining revenues, MC must evaluate two growth options: whether to expand distribution online (at... View Details
- December 2017 (Revised March 2019)
- Case
Armarium: Luxury Fashion Brands for Rent
By: Jill Avery, David Fubini, Natasha Dossa and Devon Stewart
Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details
Keywords: Brand Management; Retailing; Sharing Economy; Luxury Brand; Ecommerce; Startup; Fashion; Brand Positioning; Customer Acquisition; Internet Marketing; Marketing; Marketing Channels; Marketing Strategy; Brands and Branding; Business Startups; Luxury; Consumer Behavior; Growth and Development Strategy; Social Media; E-commerce; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States; North America
- December 2017
- Supplement
Data-Driven Manufacturing: The Kutesmart System
By: Willy C. Shih
This supplementary video shows the Kutesmart System at Redcollar Group. It is an example of a mass customization system that is data-driven, but is predominantly based on manual operations. It is offered as a contrast to highly automated data-driven manufacturing. View Details
- November 2017
- Teaching Note
Predicting Consumer Tastes with Big Data at Gap
By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details
Keywords: Brands; Brand ＆ Product Management; Big Data; ＂Marketing Analytics＂; Consumer Behavior; Predictive Analytics; Forecasting; Preferences; Operation Management; Distribution Channels; Marketing; Marketing Channels; Marketing Strategy; Brands and Branding; Forecasting and Prediction; Data and Data Sets; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States; North America
- September 2017 (Revised August 2018)
- Supplement
The Ready-Made Garment Industry: A Bangladeshi Perspective (D)
By: Nien-hê Hsieh and Saloni Chaturvedi
This supplements the (A) case by summarizing key developments in the Bangladesh ready-made garment industry after the fire at Tazreen Fashions factory, including formation of the Bangladesh Fire and Building Safety Accord (“Accord”) and the Alliance for Bangladesh... View Details
- August 2017
- Case
Data-driven Manufacturing: The Kutesmart System
By: Willy Shih and Nancy Hua Dai
The data-driven manufacturing system at this Chinese bespoke mens' suit manufacturer illustrates the use of information technology to support mass customization in a largely manual production environment. It contrasts sharply with some of the Industrie 4.0... View Details
- May 2017 (Revised March 2018)
- Case
Predicting Consumer Tastes with Big Data at Gap
By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details
Keywords: Retailing; Preference Elicitation; Big Data; Predictive Analytics; Artificial Intelligence; Fashion; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Consumer Behavior; Demand and Consumers; Analytics and Data Science; Forecasting and Prediction; E-commerce; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States; Canada; North America
- May 2017 (Revised November 2017)
- Case
Cotopaxi: Managing Growth for Good
By: Andy Wu and Laura Huang
Cotopaxi, an innovative outdoor gear business targeting millennials, focuses on profit and social impact. This registered benefit corporation was formed by Davis Smith who coalesced his experiences as a Wharton MBA student along with professional knowledge from an... View Details
- May 2017 (Revised August 2021)
- Case
Mavi: Fashioning a Path to Brand Growth
By: Jill Avery and Gamze Yucaoglu
This case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales... View Details
Keywords: Brand Management; Brand Architecture; Brand Portfolio Strategy; Brand Positioning; International Expansion; Retailing; Fashion; Pricing; Fast Fashion; Emerging Economies; Brand Extension; Marketing; Marketing Strategy; Brands and Branding; Emerging Markets; Growth and Development Strategy; Expansion; Global Range; Decision Choices and Conditions; Fashion Industry; Retail Industry; Turkey; Europe; Asia
- March 2017 (Revised December 2017)
- Case
The Ready-Made Garment Industry: A Bangladeshi Perspective (A)
By: Nien-hê Hsieh and Saloni Chaturvedi
Responsibility for working conditions in contract factories within the supply chain presents an ongoing challenge for managers and an area of debate. Much of the debate approaches the challenge from the perspective of large global apparel brands. This case helps... View Details
- February 2017
- Teaching Plan
Dhamani Jewels: Becoming a Global Luxury Brand
By: Lynda Applegate
Dhamani started as a loose gemstone dealer in 1969 in Jaipur, India. By the 2000s, it was headquartered in Dubai, United Arab Emirates, and had expanded into diamonds and retail. The family business was now in its second generation of leadership and aimed to become a... View Details
- January 2017
- Case
Expanding Ecommerce at Technos
By: Thales Teixeira, Rohit Deshpandé, Ruth Costas and Priscilla Zogbi
Technos was the market leader in the Brazilian watch market. Its CEO had made a firm commitment to evolve the company’s marketing and commercial practices by focusing less on pushing product to retail clients and more on branding to end consumers to pull watches from... View Details
- December 2016
- Case
thredUP: Think Secondhand First
By: Thomas Eisenmann, Allison Ciechanover and Jeff Huizinga
In the fall of 2016, the management team at thredUP, the largest U.S. online retailer of second hand clothing, is deciding whether to expand into international markets. Over the past 12 months the 7-year-old startup, which had raised over $130 million in venture... View Details
- November 2016 (Revised December 2017)
- Case
Blake Sports Apparel and Switch Activewear: Bringing the Executive Team Together
By: Boris Groysberg and Katherine Connolly Baden
Cameron (Cam) Barker, founder and CEO of Blake Sports Apparel and Switch Activewear, manufacturers and distributers of sports apparel and accessories, was facing a challenge with his executive team. Their inability to work together on seemingly simple issues was a... View Details
- October 2016 (Revised April 2018)
- Case
ASICS: Chasing a 2020 Vision
By: Elie Ofek, Nobuo Sato and Akiko Kanno
In early 2016, Motoi Oyama, president and CEO of ASICS, a major sports apparel and footwear manufacturer based in Japan, lays out his company’s growth plan for the upcoming 5 years. The new plan set ambitious goals in terms of revenue and profit increases. At the heart... View Details
Keywords: Brand Management; Sports Apparel; Competitive Positioning; Direct To Consumer Marketing; Retail Formats; Lifestyle Brands; Information Technology; Competition; Brands and Branding; Organizational Change and Adaptation; Digital Platforms; Product Positioning; Marketing Channels; Sports; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry
- 2016
- Working Paper
Alternative Paths of Green Entrepreneurship: The Environmental Legacies of The North Face's Doug Tompkins and Patagonia's Yvon Chouinard
By: Geoffrey Jones and Ben Gettinger
This working paper examines the impact of two entrepreneurs who offered alternative paths to reach their shared goal of a more sustainable world. Yvon Chouinard and Doug Tompkins were respective founders of the prominent outdoor apparel brands Patagonia and The North... View Details
- October 2016
- Teaching Note
Longchamp
By: Jill Avery
Teaching Note for HBS No. 316-086. View Details
- Article
Competing with a Goliath
By: Jill Avery
A Peruvian apparel company struggles to position itself against a global brand. View Details