Case | HBS Case Collection | June 2009 (Revised July 2009)

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 among customers even though they cannot spend on marketing the way their competitors do. The case invites students to explore an unusual business model in both concept and execution.

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


Austin, Robert D., Shannon O'Donnell, and Dorte Krogh. "Moods of Norway." Harvard Business School Case 609-106, June 2009. (Revised July 2009.)