Publications
Publications
- December 2018
- HBS Case Collection
Choosy
By: Jeffrey J. Bussgang and Julia Kelley
Abstract
Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages. Since its official launch in July 2018, Choosy has been fine-tuning its business model. Now, in September 2018, founder and CEO Jessie Zeng must decide what the startup’s next steps should be. Should Choosy switch to a low-cost drop shipment model, even though it might negatively impact Choosy’s brand and customer experience? Additionally, should Choosy shift its product mix to appeal to a wider customer demographic or stick to its original value proposition of offering trendy, celebrity-inspired styles?
Keywords
Artificial Intelligence; Algorithms; Machine Learning; Neural Networks; Instagram; Social Media; Influencer; Fast Fashion; Design; Customer Satisfaction; Customer Focus and Relationships; Decision Making; Cost vs Benefits; Innovation and Invention; Brands and Branding; Product Positioning; Demand and Consumers; Supply Chain; Production; Logistics; Business Model; Expansion; Internet and the Web; Mobile and Wireless Technology; Internet and the Web; Digital Platforms; Technology Industry; Fashion Industry; North and Central America; United States; New York (state, US); New York (city, NY)
Citation
Bussgang, Jeffrey J., and Julia Kelley. "Choosy." Harvard Business School Case 819-054, December 2018.