Publications
Publications
- November 2014
- HBS Case Collection
Taryn Rose Launches Dresr: Street Marketing a Luxury Brand
By: Lena G. Goldberg, Marcel Saucet and Christine Snively
Abstract
Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping experience, and allow consumers to select outfits from multiple retailers and make their purchases with a single click. Rose worked with a street marketing team to introduce the new platform in hopes of generating online buzz. Street marketing often introduced legal risks, however, and Rose wished to minimize legal exposure.
Keywords
E-commerce; Online Platforms; Online Marketing; Footwear; Legal Aspects Of Business; Street Marketing; Entrepreneurship; Internet and the Web; Luxury; Marketing Strategy; Digital Platforms; Legal Liability; Fashion Industry; Technology Industry
Citation
Goldberg, Lena G., Marcel Saucet, and Christine Snively. "Taryn Rose Launches Dresr: Street Marketing a Luxury Brand." Harvard Business School Case 315-025, November 2014.