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  • January 2015 (Revised October 2018)
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Nasty Gals Do It Better

By: David Collis, Diane Chang, Matthew Shaffer and Ashley Hartman
  • Format:Print
  • | Language:English
  • | Pages:19
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Abstract

In 2006, Sophia Amoruso started Nasty Gal, an eBay boutique selling vintage clothes. With a strong sense of style and personality, Amoruso poured herself into building the brand and developing relationships with her customers—typically the slightly edgy 18–24 year old. The company had grown since that time into a multi-category retailer, expanding into third-party clothing, accessories, and its own private label. Its explosive growth was one of the biggest stories in e-commerce, especially when the retailer attracted $50 million in investment from Index Ventures, a top VC firm that funded other successful retailers such as Net-a-Porter and Etsy, in 2013. Yet, with a cash infusion, plans for a brick and mortar store, an ever-growing e-commerce site, and fierce competition, Amoruso wondered what opportunity to tackle next. Should she concentrate on product line expansion into lingerie, swimwear, cosmetics, and fragrances? How would a brick and mortar store impact the focus of the company or its ability to develop customized web sites for overseas markets? How would she maintain the detail and attention she had put into so many aspects of the company as Nasty Gal grew? As Amoruso's time was limited and management resources were already spread thin to sustain the existing site's growth, what was the best way forward?

Keywords

Business Growth; Brand Management; Online Retail; Clothing; Apparel; Expansion; Growth and Development Strategy; Brands and Branding; Management; Marketing Strategy; Strategic Planning; Social Media; E-commerce; Digital Marketing; Retail Industry; Apparel and Accessories Industry; United States

Citation

Collis, David, Diane Chang, Matthew Shaffer, and Ashley Hartman. "Nasty Gals Do It Better." Harvard Business School Case 715-412, January 2015. (Revised October 2018.)
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About The Author

David J. Collis

Strategy
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Related Work

    • May 2023
    • Faculty Research

    Nasty Gals Do It Better

    By: David J. Collis
    • January 2015 (Revised October 2018)
    • Faculty Research

    Nasty Gals Do It Better

    By: David Collis, Diane Chang, Matthew Shaffer and Ashley Hartman
Related Work
  • Nasty Gals Do It Better By: David J. Collis
  • Nasty Gals Do It Better By: David Collis, Diane Chang, Matthew Shaffer and Ashley Hartman
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