Publications
Publications
- November 2013
- HBS Case Collection
Ministry of Supply: Will Professionals Demand Its Performance?
By: Mukti Khaire and Hannah Catzen
Abstract
Ministry of Supply is an entrepreneurial venture in the apparel sector. The firm focuses on a specific segment—'performance professional wear'—within the sector, specializing in clothes that use fabrics with high-tech performance features (such as moisture-wicking, deodorizing, and temperature control) to make professional attire (button-down shirts, dress pants, etc.) for men. The firm has had success in fund-raising and its innovative product has garnered it good publicity, but the unusual combination of seemingly contradictory features—performance fabrics commonly used in outdoor leisure activities and a professional look and design—in the product has also generated cognitive challenges among consumers. How, if at all, can the firm increase the sales of its products?
Keywords
Citation
Khaire, Mukti, and Hannah Catzen. "Ministry of Supply: Will Professionals Demand Its Performance?" Harvard Business School Case 814-042, November 2013.