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All HBS Web
(818)
- People (4)
- News (208)
- Research (472)
- Multimedia (14)
- Faculty Publications (285)
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- February 2019 (Revised September 2019)
- Case
Amazon in Fashion
By: John R. Wells, Benjamin Weinstock and Gabriel Ellsworth
According to many analysts and industry observers, in 2018 Amazon became the largest retailer of apparel in the United States and the second largest in the world, behind Alibaba. Much of Amazon’s apparel was made by third-party retailers on its platform, but Amazon had...
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Keywords:
Amazon;
Amazon.com;
Fashion;
Fashion Accessories;
Retail;
Retailing Industry;
Retailing;
ASOS;
Inditex;
Multi-channel Retailers;
Online Retail;
Online Retailing;
Positioning;
Private Label;
Delivery;
Spending;
Internet and the Web;
Competitive Strategy;
Fashion Industry;
Fashion Industry;
Fashion Industry
Wells, John R., Benjamin Weinstock, and Gabriel Ellsworth. "Amazon in Fashion." Harvard Business School Case 719-481, February 2019. (Revised September 2019.)
- July 2014 (Revised November 2014)
- Background Note
The Structure and Functioning of the Fashion Industry
By: Mukti Khaire and Hannah Catzen
Fashion is the quintessential social-consumption good; all consumers comply with or react to fashion. Although very few consumers actually control trends, virtually every consumer is affected by fashion and contributes to it by adopting or rejecting popular styles. A...
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- September 2013
- Case
Vogue: Defining the Culture of Fashion
By: Anita Elberse, Joseph Ferrer, Elizabeth Gough and Victoria Katsarou
In March 2013, Susan Plagemann, vice president and publisher of Vogue—widely regarded as the world's most influential fashion magazine, and publishing conglomerate Condé Nast's marquee title—is seeking answers to two questions. First, how she can best approach the...
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Keywords:
Creative Industries;
Fashion;
Publishing;
Digital Technology;
Entertainment;
Product Portfolio Management;
Magazines;
Journals and Magazines;
Internet and the Web;
Change Management;
Resource Allocation;
Creativity;
Media;
Advertising;
Fashion Industry;
Fashion Industry;
Fashion Industry
Elberse, Anita, Joseph Ferrer, Elizabeth Gough, and Victoria Katsarou. "Vogue: Defining the Culture of Fashion." Harvard Business School Case 514-036, September 2013.
- November 2021
- Case
Tommy Hilfiger Adaptive: Fashion for All
By: Elizabeth A. Keenan, Sandra J. Sucher and Shalene Gupta
In Fall 2017, Tommy Hilfiger launched Tommy Hilfiger Adaptive, a line of adaptive and inclusive fashion apparel intended to make dressing easier. Now, Tommy Hilfiger is planning to launch Tommy Hilfiger Adaptive internationally in early 2020. The prospect of making...
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Keywords:
Marketing And Society;
Brands;
Fashion;
Inclusion;
Consumer;
Corporate Social Responsibility;
Retail;
Apparel;
Disability;
Accessibility;
Marketing;
Brands and Branding;
Marketing Communications;
Product Marketing;
Social Marketing;
Product Launch;
Product Positioning;
Marketing Strategy;
Social Enterprise;
Society;
Corporate Social Responsibility and Impact;
Social Issues;
Consumer Behavior;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
United States;
North America
Keenan, Elizabeth A., Sandra J. Sucher, and Shalene Gupta. "Tommy Hilfiger Adaptive: Fashion for All." Harvard Business School Case 522-053, November 2021.
- November 2011 (Revised April 2016)
- Case
Coco Chanel: Creating Fashion for the Modern Woman (A)
By: Mukti Khaire and Kerry Herman
Chanel, the iconic haute couture house, founded by Gabrielle "Coco" Chanel in 1913, came to embody its founder's philosophy, taste, and style and set a distinctive and influential tone for women's fashion. Coming to prominence during the height of cultural modernity in...
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Keywords:
Fashion And Creative Industries;
Apparel Manufacturing;
Business History;
Business Growth and Maturation;
Management Succession;
Entrepreneurship;
Business Startups;
Brands and Branding;
Fashion Industry;
Fashion Industry;
North and Central America;
Europe
Khaire, Mukti, and Kerry Herman. "Coco Chanel: Creating Fashion for the Modern Woman (A)." Harvard Business School Case 812-001, November 2011. (Revised April 2016.)
- November 2011 (Revised April 2016)
- Supplement
Coco Chanel: Creating Fashion for the Modern Woman (B)
By: Mukti Khaire and Kerry Herman
Khaire, Mukti, and Kerry Herman. "Coco Chanel: Creating Fashion for the Modern Woman (B)." Harvard Business School Supplement 812-037, November 2011. (Revised April 2016.)
- 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:...
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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;
Fashion Industry;
Fashion Industry;
Fashion Industry;
United States;
North America
Avery, Jill, David Fubini, Natasha Dossa, and Devon Stewart. "Armarium: Luxury Fashion Brands for Rent." Harvard Business School Case 518-047, December 2017. (Revised March 2019.)
- February 2019
- Case
Miroglio Fashion (A)
By: Sunil Gupta and David Lane
Francesco Cavarero, chief information officer of Miroglio Fashion, Italy’s third-largest retailer of women’s apparel, was trying to bring analytical rigor to the company’s forecasting and inventory management decisions. But fashion is inherently hard to predict. Can...
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Keywords:
Inventory Management;
Demand Forecasting;
Artificial Intelligence;
Machine Learning;
Forecasting and Prediction;
Operations;
Management;
Decision Making;
AI and Machine Learning;
Fashion Industry;
Fashion Industry
Gupta, Sunil, and David Lane. "Miroglio Fashion (A)." Harvard Business School Case 519-053, February 2019.
- June 2020
- Teaching Note
Armarium: Luxury Fashion Brands for Rent
By: Jill Avery and David Fubini
Armarium, a two-sided digital 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:...
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Keywords:
Luxury Brand;
Fashion;
Sharing Economy;
Two-sided Marketplace;
Target Market;
Customer Selection;
Marketing;
Brands and Branding;
Luxury;
Two-Sided Platforms;
Business Model;
Growth and Development Strategy;
Customer Value and Value Chain;
Fashion Industry;
Fashion Industry;
United States;
North America
- August 2021 (Revised July 2024)
- Case
Allbirds: Decarbonizing Fashion
By: Michael W. Toffel, Kenneth P. Pucker and Eren Kuzucu
The Allbirds: Decarbonizing Fashion (A) case introduces Allbirds as a footwear startup not only focused on simple design, comfort, and sustainable natural materials but on decarbonizing the wider fashion industry. Background material highlights the growing...
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Keywords:
Decarbonization;
Climate Impact;
Environmental Strategy;
Innovation;
Product Design;
Supply Chain Management;
Innovation Strategy;
Innovation and Management;
Product Development;
Climate Change;
Environmental Management;
Environmental Sustainability;
Fashion Industry;
Fashion Industry;
United States;
California
Toffel, Michael W., Kenneth P. Pucker, and Eren Kuzucu. "Allbirds: Decarbonizing Fashion (A)." Harvard Business School Case 622-024, August 2021. (Revised July 2024.)
- January 2014
- Article
Fashioning an Industry: Socio-cognitive Processes in the Construction of Worth of a New Industry
By: Mukti Khaire
This study of the high-end fashion industry in India examines the process of construction of the worth of a new industry. Analyses of data from multiple sources revealed that framing by early entrepreneurs and the socio-cognitive processes that resulted from the...
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Khaire, Mukti. "Fashioning an Industry: Socio-cognitive Processes in the Construction of Worth of a New Industry." Organization Studies 35, no. 1 (January 2014): 41–74.
- 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...
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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;
Fashion Industry;
Turkey;
Europe;
Asia
Avery, Jill, and Gamze Yucaoglu. "Mavi: Fashioning a Path to Brand Growth." Harvard Business School Case 517-075, May 2017. (Revised August 2021.)
- September 2014 (Revised December 2014)
- Teaching Note
Coco Chanel: Creating Fashion for the Modern Woman (A), (B), and (C)
By: Mukti Khaire
- March 2018
- Teaching Note
Mavi: Fashioning a Path to Brand Growth
By: Jill Avery and Gamze Yucaoglu
Mavi, a leading Turkish apparel retailer, had sales of $419 million in 2015, up 20%. Growth rates like these were becoming routine at Mavi. But, its path to growth was getting more challenging, and Turkven, Mavi’s private equity partner, was planning its exit options...
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- July 2019
- Teaching Note
Miroglio Fashion
By: Sunil Gupta
Teaching Note for HBS Nos. 519-053, 519-070, and 519-072.
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- April 2003 (Revised December 2006)
- Case
ZARA: Fast Fashion
By: Pankaj Ghemawat and Jose Luis Nueno
Focuses on Inditex, an apparel retailer from Spain, which has set up an extremely quick response system for its ZARA chain. Instead of predicting months before a season starts what women will want to wear, ZARA observes what's selling and what's not and continuously...
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Keywords:
Organizational Change and Adaptation;
Multinational Firms and Management;
Competitive Advantage;
Manufacturing Industry;
Apparel and Accessories Industry;
Retail Industry;
Spain
Ghemawat, Pankaj, and Jose Luis Nueno. "ZARA: Fast Fashion." Harvard Business School Case 703-497, April 2003. (Revised December 2006.)
- 05 Dec 2023
- Cold Call Podcast
Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive
- November 2019
- Case
Celebrity Fashions Limited (A)
By: V.G. Narayanan, Tanvi Deshpande and Shreya Ramachandran
In May 2017 in Chennai, India, the chairman of Celebrity Fashions doubted whether the company could last until the end of the year. Venkatesh Rajagopal had found that the company, a readymade garment manufacturing and exporter he founded in 1989, was having a hard time...
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Keywords:
Turnarounds;
Operations;
Management;
Financial Condition;
Problems and Challenges;
Communication;
Organizational Change and Adaptation;
Transformation;
Apparel and Accessories Industry;
Manufacturing Industry
Narayanan, V.G., Tanvi Deshpande, and Shreya Ramachandran. "Celebrity Fashions Limited (A)." Harvard Business School Case 120-053, November 2019.
- March 2019
- Supplement
Miroglio Fashion (C)
By: Sunil Gupta
Supplements the (A) case.
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Gupta, Sunil. "Miroglio Fashion (C)." Harvard Business School Supplement 519-072, March 2019.
- February 2019 (Revised May 2019)
- Supplement
Miroglio Fashion (B)
By: Sunil Gupta
Supplements the (A) case.
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Gupta, Sunil. "Miroglio Fashion (B)." Harvard Business School Supplement 519-070, February 2019. (Revised May 2019.)