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February 2024 (Revised July 2024)
Case

Taffi: Entrepreneurship in Saudi Arabia

By: Paul A. Gompers and Fares Khrais

Taffi was a tech-enabled fashion styling startup founded by Shahad Geoffrey in Saudi Arabia in 2020. Within three years of operating, Geoffrey had pivoted the business multiple times. In 2023, Geoffrey was attempting the business’s most ambitious pivot yet, shifting... View Details

Keywords: Business Startups; Disruption; Entrepreneurship; Venture Capital; Investment; Growth and Development Strategy; Business Strategy; AI and Machine Learning; Fashion Industry; Fashion Industry; Saudi Arabia; Arabian Peninsula

September 2017
Case

Give Us a 'C'! Killing Knock-offs with Copyright?

By: Lena G. Goldberg

Varsity Brands, the leading manufacturer of cheerleading uniforms in the United States, obtained copyright protection for certain designs of stripes, chevrons, color blocks and lines on cheerleading uniforms. Star Athletica, a newcomer in the field, used those designs... View Details

Keywords: Intellectual Property; Law; Lawsuits and Litigation; Design; Apparel and Accessories Industry; Apparel and Accessories Industry

February 2003 (Revised April 2003)
Case

Brioni

By: David E. Bell

Should Brioni, an internationally known, exclusive men's suit manufacturer and retailer extend its line to include women's apparel? The opportunity is to enter a much larger and profitable market. The dangers are: 1) compromising the existing image, and 2) failing to... View Details

Keywords: Brands and Branding; Segmentation; Expansion; Profit; Risk Management; Demand and Consumers; Fashion Industry

17 Mar 2008
Research & Ideas

The Lessons of Business History: A Handbook

generated rich empirical data that in some cases confirms and in other cases contradicts many of today's fashionable theories and assumptions by other disciplines, says Harvard Business School professor Geoffrey Jones, who edited the... View Details

Keywords: by Sean Silverthorne

September 2010 (Revised August 2013)
Case

Liza Davis and the Bargain Hunting Customer

By: Francisco de Asis Martinez-Jerez and Lisa Brem

Liza Davis, an upscale women's fashion retailer, is reeling from worldwide recession and lower demand. Should the company target the fast-growing bargain hunter segment or hold the line on price discounts to preserve their brand image? Customer profitability... View Details

Keywords: Competitive Strategy; Price; Product Positioning; Customer Value and Value Chain; Business Cycles; Financial Crisis; Profit; Knowledge Use and Leverage; Fashion Industry; Fashion Industry

31 Aug 2015
Research & Ideas

How Ben Franklin’s ‘Way to Wealth’ Introduced American Capitalism to the World

policies” Intrigued by the lasting power of Franklin’s treatise on industry and frugality and its influence on capitalism as we know it today, Harvard Business School Assistant Professor Sophus Reinert delves into the history of the... View Details

Keywords: by Julia Hanna

September 2023
Case

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger

Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details

January 1989
Case

Benetton S.p.A.

By: Howard H. Stevenson

Focuses on the strategic/organizational development of Benetton. Examines the organizational structure which has allowed the company to expand into a world scale company from its small entrepreneurial base. Examines the functional strategies which have allowed a huge... View Details

Keywords: Marketing Strategy; Organizational Structure; Growth and Development; Business Strategy; Performance Effectiveness; Fashion Industry; Fashion Industry

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; Retail Industry; Retail Industry; Europe

June 2009 (Revised July 2009)
Case

Moods of Norway

Describes a young fashion company competing in a variety of unconventional ways, many "experience economy" related. Moods fronts their brand with the "boy band" images of its three founders and designs eccentric features into their clothes as a way of gaining mindshare... View Details

Keywords: Business Model; Brands and Branding; Fashion Industry; Norway

05 Jul 2006
Working Paper Summaries

The Power of Stars: Do Stars Drive Success in Creative Industries?

Keywords: by Anita Elberse; Entertainment & Recreation; Motion Pictures & Video; Financial Services

May 1998 (Revised May 2001)
Case

Merchandising at Nine West Retail Stores

By: Ananth Raman and Colin S Welch

Describes the merchandising decision process (organization, structure, and incentives) at Nine West retail stores, a large footwear retailer in the United States. Also describes changes currently occurring at Nine West and thus provides a context in which students can... View Details

Keywords: Organizational Structure; Situation or Environment; Motivation and Incentives; Decision Making; Change; Budgets and Budgeting; Forecasting and Prediction; Brands and Branding; Marketing Strategy; Product Marketing; Retail Industry; Retail Industry; United States

June 2013 (Revised August 2013)
Case

AVA.ph: Growing a Filipino E-Commerce Company

By: William R. Kerr and Henry Motte-Munoz

AVA is a three-year old e-commerce company in the Philippines. From its early start mimicking the Gilt Groupe concept of online flash sales, the company has grown into a broader e-commerce platform for local fashion commerce. Oliver Segovia needs to evaluate where AVA... View Details

Keywords: Digital Platforms; Business Growth and Maturation; Internet and the Web; Entrepreneurship; Growth and Development Strategy; Fashion Industry; Fashion Industry; Philippines

28 Mar 2012
What Do You Think?

Are Factory Jobs Important to the Economy?

which the directors toured a newly-created "beauty park" in the US, where companies cooperating to create and manufacture new fashion beauty products are located together in one light industrial park. It is... View Details

Keywords: by James Heskett; Manufacturing

July 2022
Case

boAt Lifestyle

By: Rajiv Lal and Kairavi Dey

boAt began as a lifestyle brand in the consumer electronics category in 2016 with the aim of bringing affordable, durable, and fashionable audio products and accessories to millennials and Gen-Z customers in India. Born in 2016 with Amazon India as its only sales... View Details

Keywords: Marketing; Brands and Branding; Initial Public Offering; Digital Marketing; Product Development; Product Marketing; Business or Company Management; Electronics Industry; Electronics Industry; Electronics Industry; Asia; India

06 Jan 2014
Research & Ideas

Technology Re-Emergence: Creating New Value for Old Innovations

re-emergence. “What this research suggests is that it is possible to prolong the life of some technologies, along with the organizations and communities that support them” Take, for example, the mechanical wristwatch. Swiss watchmakers dominated the View Details

Keywords: by Carmen Nobel; Apparel & Accessories; Technology; Consumer Products

January 2005 (Revised July 2005)
Case

Gretta Enterprises

Describes Gretchen ("Gretta") Monahan's founding and management of Gretta Enterprises, which has grown to five outlets--salons, day spas, and fashion boutiques--and $10 million in annual revenue in 10 years. Monahan's role as a television host on TLC's A Makeover Story... View Details

Keywords: Growth Management; Entrepreneurship; Leadership Style; Fashion Industry; Fashion Industry

Find at Harvard

June 2017
Teaching Note

Google to Alphabet: Two Job Opportunities

By: Robert Simons and Jennifer Packard

This is the teaching note for "Google to Alphabet: Two Job Opportunities" HBS No.116-046 The case describes two job postings for positions at Google. The first job posting is for a Software Engineer in the Google Maps unit and the second job posting is for an Account... View Details

Keywords: Strategy And Execution; Span Of Control; Span Of Accountability; Span Of Support; Management Control Systems; Entrepreneurial Gap; Motivation; Job Design; Strategy; Information Technology; Organizational Design; Jobs and Positions; Technology Industry

January 2015
Case

Burberry in 2014

By: Anita Elberse

In February 2014, Burberry's chief executive officer Angela Ahrendts is preparing to hand the reins of the English luxury fashion company to chief creative officer Christopher Bailey. Under their partnership, in place since 2006, Burberry's revenues have tripled to... View Details

Keywords: Management Succession; Luxury; Product Marketing; Brands and Branding; Manufacturing Industry; Manufacturing Industry; Great Britain

May 2006 (Revised June 2006)
Case

Icebreaker: The China Entry Decision

By: Joseph B. Lassiter III and Dan Heath

Jeremy Moon, CEO of Icebreaker, maker of merino-fiber activewear, thinks about the strengths and weaknesses of staying focused on his rapidly expanding U.S. and European markets vs. broadening his attack to include China. If he enters China, should he continue his... View Details

Keywords: Brands and Branding; Product Positioning; Global Strategy; Expansion; Decision Choices and Conditions; Market Entry and Exit; Marketing Strategy; Apparel and Accessories Industry; China; United States; Europe

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