Chief: Role for Carolyn Childers
Citation:
Coffman, Katherine Baldiga, Jeffrey J. Bussgang, Kathleen L. McGinn, Julia Kelley, and Katherine Chen. "Chief: Role for Carolyn Childers." Harvard Business School Case 920-019, November 2019. View Details|
Case HBS Case Collection December 2018 Choosy |
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; Mobile Technology; Online Technology; Technology Platform; 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.
