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  • January 2000 (Revised June 2000)
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Alloy.com: Marketing to Generation Y

By: John A. Deighton and Gil McWilliams
  • Format:Print
  • | Language:English
  • | Pages:14
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Abstract

A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The case presents the decision of whether to partner with AOL or to persevere with the current mix of customer acquisition methods.

Keywords

Marketing Strategy; Internet and the Web; Business and Community Relations; Partners and Partnerships; Customer Relationship Management; Decision Choices and Conditions; Business Startups; Information Technology Industry; Consumer Products Industry

Citation

Deighton, John A., and Gil McWilliams. "Alloy.com: Marketing to Generation Y." Harvard Business School Case 500-048, January 2000. (Revised June 2000.) (request a courtesy copy.)
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About The Author

John A. Deighton

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Related Work

    • October 2000 (Revised August 2001)
    • Faculty Research

    Alloy.com: Marketing to Generation Y TN

    By: John A. Deighton
    • January 2000 (Revised June 2000)
    • Faculty Research

    Alloy.com: Marketing to Generation Y

    By: John A. Deighton and Gil McWilliams
Related Work
  • Alloy.com: Marketing to Generation Y TN By: John A. Deighton
  • Alloy.com: Marketing to Generation Y By: John A. Deighton and Gil McWilliams
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