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  • 29 Oct 2008
  • Research & Ideas

The Next Marketing Challenge: Selling to ’Simplifiers’

by too much stuff acquired. She is increasingly skeptical in the face of a financial meltdown that it was all worth the effort. Out will go luxury purchases, conspicuous consumption, and a trophy culture. Tomorrow's View Details
Keywords: by John Quelch; Consumer Products; Consumer Products; Consumer Products
  • 27 Nov 2017
  • Blog Post

Joining a Start-up: 10 Lessons Along the Way

Apeksha Kothari is a second-year student who spent her summer at www.RareCarat.com, a start-up that guides consumers on where to buy their diamond engagement ring. She will be heading back post-graduation as their Chief Operating Officer.... View Details
Keywords: Consumer Products / Retail; Consumer Products / Retail
  • April 2021 (Revised July 2021)
  • Case

StockX: The Stock Market of Things (Abridged)

By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley
Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust... View Details
Keywords: Markets; Auctions; Bids and Bidding; Demand and Consumers; Consumer Behavior; Analytics and Data Science; Market Design; Digital Platforms; Market Transactions; Marketplace Matching; Supply and Industry; Analysis; Price; Product Marketing; Product Launch; Apparel and Accessories Industry; Fashion Industry; North and Central America; United States; Michigan; Detroit
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  • July–August 2017
  • Article

Why Outlet Stores Exist: Averting Cannibalization in Product Line Extensions

By: Donald Ngwe
Outlet stores are a large and growing component of many firms' retailing strategies, particularly in the fashion industry. Outlet stores offer attractive prices in locations far from central shopping districts. The main perspectives on why outlet stores exist can be... View Details
Keywords: Fashion; Industrial Organization; Outlet Stores; Price Discrimination; Retail; Channel Management; Luxury; Product Marketing; Price; Retail Industry; Fashion Industry
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  • 14 Apr 2015
  • First Look

First Look: April 14

of people's relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline. A range of different brand relationship environments are explored in the collection, including online digital spaces, View Details
Keywords: Sean Silverthorne
  • July 2021 (Revised September 2024)
  • Case

Supreme: Remaining Cool While Pursuing Growth

By: Jill Avery, Sandrine Crener, Marie-Cecile Cervellon and Ranjit Thind
Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth trajectory as pressure for quarterly results... View Details
Keywords: Marketing; Brands and Branding; Luxury; Marketing Strategy; Consumer Behavior; Growth Management; Fashion Industry; Retail Industry; United States; North America
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  • June 2006 (Revised February 2007)
  • Case

De Beers at the Millennium

At the time of the millennium, diamond demand was threatened by an increasing awareness among jewelry customers that diamond production and trading in some countries was being linked to growing inequities and human rights violations. This, in turn, had an impact on De... View Details
Keywords: Organizational Change and Adaptation; Value Creation; Strategic Planning; Social Issues; Luxury; Consumer Products Industry; Consumer Products Industry; Africa
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  • 26 Aug 2019
  • Research & Ideas

Lipstick Tips: How Influencers Are Making Over Beauty Marketing

Instagram and YouTube. In the competition for the consumer’s attention, influencers are winning with pretty packages of photos and videos, as consumers increasingly reject more traditional forms of marketing like TV commercials and... View Details
Keywords: by Dina Gerdeman; Consumer Products; Consumer Products
  • 14 May 2008
  • Research & Ideas

Getting Down to the Business of Creativity

a three-year study of 238 professionals from seven companies in the high-tech, consumer products, and chemicals industries. Without revealing the focus of their study, they asked the subjects (all of whom were working on projects... View Details
Keywords: by Julia Hanna; Retail; Apparel & Accessories; Fashion; Entertainment & Recreation
  • July–August 2023
  • Article

Demand Learning and Pricing for Varying Assortments

By: Kris Ferreira and Emily Mower
Problem Definition: We consider the problem of demand learning and pricing for retailers who offer assortments of substitutable products that change frequently, e.g., due to limited inventory, perishable or time-sensitive products, or the retailer’s desire to... View Details
Keywords: Experiments; Pricing And Revenue Management; Retailing; Demand Estimation; Pricing Algorithm; Marketing; Price; Demand and Consumers; Mathematical Methods
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  • 14 Aug 2018
  • First Look

First Look at New Research and Ideas, August 14, 2018

https://www.hbs.edu/faculty/Pages/item.aspx?num=54794 Harvard Business School Case 518-047 Armarium: Luxury Fashion Brands for Rent Armarium, a two-sided online platform that offered consumers the... View Details
Keywords: by Sean Silverthorne
  • Web

Europe - Global

investor relations, consumer marketing, to policy-making issues and the impact of new technologies on business. Privacy Statement (English) Privacy Statement (French) Location Europe Research Center Paris, France News & Highlights March... View Details
  • 01 Oct 2012
  • Research & Ideas

Better by the Bundle?

are especially suitable for bundling. It also helps if the bundled products work well together, he says. For example, luxury cars such as BMW are often coupled with packages of options that work well together, essentially a mixed bundle.... View Details
Keywords: by Dina Gerdeman
  • June 2005
  • Background Note

Overview of the Japanese Apparel Market

By: Rajiv Lal and Arar Han
Provides an overview of the Japanese apparel market, which was a 13.1 trillion yen industry in 2003, reflecting 5.5% year-over-year shrinkage since 1997, when retailers logged 17.5 trillion yen in sales. Compared to their global counterparts, Japanese apparel shoppers... View Details
Keywords: Trends; Financial Crisis; Trade; Emerging Markets; Sales; Luxury; Competition; Segmentation; Apparel and Accessories Industry; Fashion Industry; Asia; China; Japan; Korean Peninsula
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  • 06 Jan 2014
  • Research & Ideas

Technology Re-Emergence: Creating New Value for Old Innovations

cheap quartz watches, SMH and other Swiss watchmakers used the success as an opportunity to reintroduce mechanical watches to the market. This time they were advertised not simply as precision timepieces, but as carefully crafted luxury... View Details
Keywords: by Carmen Nobel; Consumer Products; Consumer Products; Consumer Products
  • 19 Jan 2011
  • First Look

First Look: Jan. 18

http://press.princeton.edu/titles/9390.html Why You Aren't Buying Venezuelan Chocolate Author:Rohit Deshpandé Publication:Harvard Business Review 88, no. 12 (December 2010) Abstract The article discusses the "provenance paradox," wherein View Details
Keywords: Sean Silverthorne
  • March 2022
  • Teaching Note

Supreme: Remaining Cool While Pursuing Growth

By: Jill Avery and Sandrine Crener
Teaching Note for HBS Case No. 522-006. Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth... View Details
Keywords: Cultural Branding; Marketing; Brands and Branding; Luxury; Growth Management; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States
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  • 27 Nov 2019
  • Sharpening Your Skills

Secrets for Creating a Long-Lasting Brand

of Social Media MarketingA decade-and-a-half after the dawn of social media marketing, brands are still learning what works and what doesn't with consumers. How Helena Rubinstein Used Tall Tales to Turn Cosmetics into a Luxury BrandHelena... View Details
Keywords: by Sean Silverthorne; Retail
  • 16 Apr 2020
  • Blog Post

Am I Eligible for the 2+2 Program?

consumer goods, retail, industrials, etc. From a lower socio-economic background (first generation in college, lower income family background, less family exposure to graduate school) Going into a technically demanding role Pursuing... View Details
  • Web

Topics - HBS Working Knowledge

Complexity (3) Conflict Management (4) Conflict and Resolution (13) Conflict of Interests (1) Construction (1) Consumer Behavior (173) Contracts (7) Cooperation (3) Cooperative Ownership (1) Copyright (2) Core Relationships (1) Corporate... View Details