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  • February 2020 (Revised August 2022)
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Anomalie

By: Jeffrey F. Rayport and Thomas O. Jones
  • Format:Print
  • | Language:English
  • | Pages:27
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Abstract

In early 2019, the founders of Anomalie, an online direct-to-consumer provider of bridal gowns, have just agreed to an $13.6 million Series A investment from a Silicon Valley VC. They are considering three major initiatives as they move forward. (1) To scale their very successful organic acquisition process that already engages 25% of the brides-to-be in an active discussion, (2) to automate their largely manual offering that allows the bride to design her own dress, or (3) to invest heavily in technology to support their unique strategy of buying direct from the factories in Suzhou, China bypassing both the distribution and retail channels.

Keywords

Direct-to-consumer; Entrepreneurship; Internet and the Web; Growth and Development Strategy; Decision Choices and Conditions; Apparel and Accessories Industry; Technology Industry

Citation

Rayport, Jeffrey F., and Thomas O. Jones. "Anomalie." Harvard Business School Case 820-100, February 2020. (Revised August 2022.)
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About The Author

Jeffrey F. Rayport

Entrepreneurial Management
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Related Work

    • May 2021
    • Faculty Research

    Anomalie (B)

    By: Jeffrey F. Rayport and Thomas O. Jones
    • March 2022
    • Faculty Research

    Anomalie (C) – An Interview with Leslie Voorhees

    By: Jeffrey F. Rayport and Thomas O. Jones
    • February 2020 (Revised August 2022)
    • Faculty Research

    Anomalie

    By: Jeffrey F. Rayport and Thomas O. Jones
Related Work
  • Anomalie (B) By: Jeffrey F. Rayport and Thomas O. Jones
  • Anomalie (C) – An Interview with Leslie Voorhees By: Jeffrey F. Rayport and Thomas O. Jones
  • Anomalie By: Jeffrey F. Rayport and Thomas O. Jones
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