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Show Results For
- All HBS Web
(689)
- News (79)
- Research (541)
- Multimedia (2)
- Faculty Publications (468)
- 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
- 12 Jul 2016
- First Look
July 12, 2016
ASOS was large by online standards, traditional fashion retailers were building their own online sales capabilities, and Amazon was expanding its apparel offering. Meanwhile, new online competitors were emerging at a rapid rate. After... View Details
Keywords: Sean Silverthorne
- 14 May 2013
- First Look
First Look: May 14
service level to be associated with a 12% increase in demand from retailers, where historical service level is the type 1 service level performance of the apparel manufacturer over the prior year. Further, we find that retailers that... 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
Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.
- 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
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing 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
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing 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
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- 11 Mar 2014
- First Look
First Look: March 11
http://hbr.org/product/infection-control-at-massachusetts-general-hospital/an/614044-PDF-ENG Harvard Business School Case 814-042 Ministry of Supply: Will Professionals Demand Its Performance? Ministry of Supply is an entrepreneurial venture in the View Details
Keywords: Sean Silverthorne
- 01 Jun 2015
- News
Faculty Q&A: Reemerging Technologies
Your research examines industries that once seemed doomed but have experienced a comeback. How does this happen? I did my dissertation work on the Swiss watch industry, and I looked at what it takes for a technology to reemerge. For over two centuries, Swiss mechanical... View Details
- 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
- 14 Feb 2017
- First Look
First Look at New Research: February 14
limited time, effort, and funds. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/517018-PDF-ENG Harvard Business School Case 517-060 ASICS: Chasing a 2020 Vision In early 2016, Motoi Oyama, president and CEO of ASICS, a major sports View Details
Keywords: Sean Silverthorne
- 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
- 12 Feb 2019
- First Look
New Research and Ideas, February 12, 2019
more products. We test and confirm these predictions in a series of field experiments conducted with a dominant online fashion and apparel retailer. Furthermore, using information in historical transaction data about each consumer, we... View Details
Keywords: Dina Gerdeman
- 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
Moreno, Antonio, Leela Nageswaran, Emilie Billaud, and Federica Gabrieli. "Zalando: Becoming the Starting Point for Fashion." Harvard Business School Case 622-070, June 2022.
- 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
Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
- 21 Aug 2018
- First Look
New Research and Ideas, August 21, 2018
accuracy of daily sales forecasts. We collaborated with an online apparel retailer to assemble a dataset that combines (1) detailed internal operational information, including data on sales, advertising, and promotions, as well as (2)... View Details
Keywords: Dina Gerdeman
- 08 Nov 2016
- First Look
November 8, 2016
Abstract—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 View Details
Keywords: Sean Silverthorne
- May 2011
- Article
Underdog Branding: Why Underdogs Win in Recessions
By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry
Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
- September–October 2022
- Article
Should Your Company Sell on Amazon?: Reach Comes at a Price
By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant
Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers.
In this article, the authors present a scorecard to... View Details
Keywords: Retail; Retailing; Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Amazon; Amazon.com; Sales; Digital Marketing; Internet and the Web; Business Model; 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; United States
Israeli, Ayelet, Leonard A. Schlesinger, Matt Higgins, and Sabir Semerkant. "Should Your Company Sell on Amazon? Reach Comes at a Price." Harvard Business Review 100, no. 5 (September–October 2022): 38–46.