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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

September 2009 (Revised June 2011)
Case

Mercury Athletic: Valuing the Opportunity

By: Timothy A. Luehrman and Joel L. Heilprin

In January 2007, West Coast Fashions, Inc., a large designer and marketer of branded apparel, announced a strategic reorganization that would result in the divestiture of their wholly owned footwear subsidiary, Mercury Athletic. John Liedtke, the head of business... View Details

Keywords: Mergers ＆ Acquisitions; Sensitivity Analysis; Cost of Capital; Restructuring; Valuation; Cash Flow; Mergers and Acquisitions; Corporate Finance; 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

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

April 2005 (Revised August 2011)
Case

Berkshire Partners: Bidding for Carter's

By: Malcolm P. Baker and James Quinn

A five-member team from Berkshire Partners must recommend a final bid and financial structure for a leveraged buyout of William Carter Co., a leading producer of children's apparel. Investorcorp, a global investment group, has put the company up for auction. Goldman... View Details

Keywords: Leveraged Buyouts; Capital Structure; Private Equity; Financing and Loans; Auctions; Bids and Bidding; Valuation; Apparel and Accessories Industry

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

February 2018 (Revised October 2019)
Technical Note

The Art and Science of Brand Valuation

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

July–August 2014
Article

Sustainability in the Boardroom: Lessons from Nike's Playbook

By: Lynn S. Paine

One surprising role of Nike's corporate responsibility committee is to provide support for innovation. More and more companies recognize the importance of corporate responsibility to their long-term success—and yet the matter gets short shrift in most boardrooms,... View Details

Keywords: Corporate Governance; Corporate Accountability; Globalized Firms and Management; Corporate Social Responsibility and Impact; Environmental Sustainability; Apparel and Accessories Industry; Sports Industry

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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

22 May 2017
Lessons from the Classroom

A Luxury Industry Veteran Teaches the Importance of Aesthetics to Budding Business Leaders

Pauline Brown joined the HBS faculty following a tenure as Chairman of North America at the French luxury goods conglomerate, LVMH Moët Hennessy Louis Vuitton. (Photo credit: Albert Cheung) To future CEOs who want to succeed in the business of making and marketing... View Details

Keywords: by Carmen Nobel; Apparel & Accessories; Apparel & Accessories; Apparel & Accessories; Apparel & Accessories

January 2012 (Revised August 2020)
Case

The Swatch Group

By: Rohit Deshpandé, Karol Misztal and Daniela Beyersdorfer

In March 2011, Nicolas Hayek, the CEO of the leading Swiss watch manufacturer Swatch Group, reflected on the positioning of Omega, its revived flagship brand. Which marketing strategy would best allow it to confront its main competitor Rolex? And how would potential... View Details

Keywords: Marketing Strategy; Brands and Branding; Segmentation; Product Positioning; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry

October 2003 (Revised January 2004)
Case

Burberry

By: Youngme E. Moon, Erika Kussmann, Emma Penick, Susan Wojewoda and Kerry Herman

In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest... View Details

Keywords: Brands and Branding; Management Teams; Luxury; Product Launch; Distribution; Product Positioning; Advertising; Market Entry and Exit; Apparel and Accessories Industry; Apparel and Accessories Industry; United Kingdom

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

Keywords: Brands and Branding; Distribution Channels; Growth and Development Strategy; Marketing Strategy; Global Range; Apparel and Accessories Industry; Apparel and Accessories Industry

28 Apr 2003
Research & Ideas

Supply Chain Risk: Deal With It

hyperbole to describe the risk of disappointing customers as one of corporate life or death. The apparel industry's sales of marked-down items represented less than 10 percent of all sales thirty years ago, notes Raman; today they make up... View Details

Keywords: by David Stauffer

30 Jan 2020
Research & Ideas

The Upside of Highlighting a Product's Downsides

customers more control and set their brands apart. The online apparel retailer Everlane provides detailed descriptions about the factories that produce its clothing. And Lemonade has upended traditional insurance by taking a set portion... View Details

Keywords: by Danielle Kost

September 2020 (Revised June 2023)
Exercise

Artea: Designing Targeting Strategies

By: Eva Ascarza and Ayelet Israeli

This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details

January 2015 (Revised July 2015)
Case

Jimmy Choo

By: Anat Keinan and Sandrine Crener

Jimmy Choo is a British luxury accessories brand, specializing in shoes, handbags, accessories, and fragrances. Founded in 1996 in London by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE, the brand enjoyed immediate success and rapidly... View Details

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