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- News (53)
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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... View Details
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.)
- 01 Dec 2014
- News
Rethinking the Fashion Beat
Instilling Production with Principles Instilling Production with Principles Áslaug Magnúsdóttir Customizing Couture Online Customizing Couture Online Jamal Motlagh Taking Tailoring High Tech Taking Tailoring... View Details
- 01 Dec 2014
- News
Making Big Data Fashionable
get designs to consumers in as little as four weeks—and at an affordable price. In 2012, Moon—who has a background in fashion design, investment banking, corporate strategy, and social commerce startups—launched Trendalytics, a visual... View Details
- 19 Dec 2018
- News
Online Retailers Aim to Shake Up the Wedding Market
- August 2021 (Revised October 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... View Details
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 October 2024.)
- 01 Dec 2014
- News
Customizing Couture Online
“fashion’s fairy godmother.” It’s easy to remember a time when women didn’t buy high-end fashion online—it was barely a decade ago. Magnúsdóttir watched the birth of the online 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; 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.)
- April 2025
- Supplement
Allbirds: Decarbonizing Fashion PowerPoint Supplement
By: Michael W. Toffel, Ken Pucker and Stacy Straaberg
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... View Details
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; Apparel and Accessories Industry; Fashion Industry; United States; California
- 25 Jan 2022
- Cold Call Podcast
How Footwear Startup Allbirds is Decarbonizing Fashion
Keywords: Re: Michael W. Toffel
- April 2025
- Teaching Note
Allbirds: Decarbonizing Fashion (A) and (B)
By: Michael W. Toffel, Ken Pucker and Stacy Straaberg
Teaching Note for HBS Case Nos. 622-024, 625-004, 625-005, and 625-702. 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... View Details
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; Business Startups; Initial Public Offering; Knowledge Sharing; Competitive Advantage; Fashion Industry; Fashion Industry; United States; California
- 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; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; Europe
Moreno, Antonio, Leela Nageswaran, Emilie Billaud, and Federica Gabrieli. "Zalando: Becoming the Starting Point for Fashion." Harvard Business School Case 622-070, June 2022.
- October 2011 (Revised September 2014)
- Case
Moda Operandi: A New Style of Fashion Retail
By: Mukti Khaire
Moda Operandi is a startup in the fashion industry. The firm organizes online trunk shows of designers' collections, allowing its members to directly order clothes from the collections shown in Fashion Weeks all over the world. Moda Operandi conveys the preorders to... View Details
Keywords: Business Startups; Entrepreneurship; Order Taking and Fulfillment; Distribution Channels; Internet and the Web; Design; Fashion Industry; Fashion Industry
Khaire, Mukti. "Moda Operandi: A New Style of Fashion Retail." Harvard Business School Case 812-040, October 2011. (Revised September 2014.)
- December 2019
- Article
The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment
By: Donald Ngwe, Kris J. Ferreira and Thales Teixeira
Many online stores are designed such that shoppers can easily access any available discounted products. We propose that deliberately increasing search frictions by placing small obstacles to locating discounted items can improve online retailers’ margins and even... View Details
Keywords: Online Retailing; Friction; Effor; Search Costs; Price Discrimination; Marketing; Consumer Behavior; Strategy; Price; E-commerce; Fashion Industry; Fashion Industry
Ngwe, Donald, Kris J. Ferreira, and Thales Teixeira. "The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment." Journal of Marketing Research (JMR) 56, no. 6 (December 2019): 944–959.
- 2019
- Working Paper
The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment
By: Donald Ngwe, Kris J. Ferreira and Thales Teixeira
Many online stores are designed such that shoppers can easily access any available discounted products. We propose that deliberately increasing search frictions by placing small obstacles to locating discounted items can improve online retailers’ margins and even... View Details
Keywords: E-commerce; Online Retailing; Friction; Effor; Search Costs; Price Discrimination; Consumer Behavior; Price; Search Technology
Ngwe, Donald, Kris J. Ferreira, and Thales Teixeira. "The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment." Harvard Business School Working Paper, No. 19-080, January 2019.
- July 2012 (Revised July 2014)
- Case
Warby Parker: Vision of a 'Good' Fashion Brand
By: Christopher Marquis and Laura Velez Villa
In its third year of existence and poised to double its workforce, Warby Parker attributed its success to an innovative approach in the eyewear industry and to the company culture that supported it. With a mission combining social and business goals, the company had... View Details
Keywords: Entrepreneurship; Innovation; Business And Society; Social Responsiblity; Organizational Behavior; Social Entrepreneurship; Growth Management; Corporate Social Responsibility and Impact; Brands and Branding; Organizational Culture; Marketing Strategy; Innovation and Invention; Apparel and Accessories Industry; Health Industry; United States
Marquis, Christopher, and Laura Velez Villa. "Warby Parker: Vision of a 'Good' Fashion Brand." Harvard Business School Case 413-051, July 2012. (Revised July 2014.)
- March 2016 (Revised May 2018)
- Case
ASOS PLC
By: John R. Wells and Gabriel Ellsworth
Launched in 2000, ASOS was one of the world’s largest online fashion specialists in 2018. Focusing on young consumers aged 16–25 years, the company offered over 85,000 items on its websites, many times more than the largest fashion stores, and added several thousand... View Details
Keywords: ASOS; AsSeenOnScreen; Online Fashion; Online Apparel; Nick Beighton; Nick Robertson; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Social Media; Marketplaces; Shipping; Advertising; Digital Marketing; Business Growth and Maturation; Business Model; Business Startups; For-Profit Firms; Customer Focus and Relationships; Age; Gender; Currency Exchange Rate; Profit; Revenue; Geography; Geographic Scope; Global Range; Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Business History; Selection and Staffing; Journals and Magazines; Human Capital; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Growth Management; Management Succession; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Positioning; Social Marketing; Media; Distribution; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Public Ownership; Problems and Challenges; Strategy; Adaptation; Business Strategy; Competition; Competitive Strategy; Corporate Strategy; Expansion; Vertical Integration; Segmentation; Internet and the Web; Mobile and Wireless Technology; Fashion Industry; Fashion Industry; Fashion Industry; United Kingdom; England; London
Wells, John R., and Gabriel Ellsworth. "ASOS PLC." Harvard Business School Case 716-449, March 2016. (Revised May 2018.)
- 26 Feb 2014
- News
The First Five Years: Morgan Hermand-Waiche (MBA 2010)
friends and family complain about the options for buying lingerie in the United States. I found that there was a huge opportunity to disrupt the intimate apparel space. People are so tired of high prices and slow fashion from Victoria's... View Details
- January 2020 (Revised October 2021)
- Case
Zara: An Integrated Store and Online Model (A)
By: Antonio Moreno
In 2010, amidst the growth of ecommerce and the emergence of new, purely online, fashion players, Zara launched its first online store, Zara.com. Since then, Zara’s online business had grown at a fast pace. By 2018, 12% of Inditex Group’s total sales came from the... View Details
Keywords: Stores; Integration; Operations; Business Model; Strategy; E-commerce; Fashion Industry; Fashion Industry; Europe
Moreno, Antonio. "Zara: An Integrated Store and Online Model (A)." Harvard Business School Case 620-073, January 2020. (Revised October 2021.)
- 01 Sep 2010
- News
Online Fashionistas
only a day or two) of a single designer’s clothing line or a small group of brands, all at discounts of up to 70 percent. Having “revolutionized the fashion world” (Forbes.com, June 15, 2010), the company is expecting revenues of $400 to... View Details