Publications
Publications
- January 2024
- HBS Case Collection
ECOALF: Fashion for the Future
By: Elizabeth A. Keenan, Diego Aparicio, Carlota Moniz and María José Satrústegui
Abstract
ECOALF, a Spanish fashion brand and sustainability pioneer, aimed to tackle the industry's challenges of excessive consumption and production. The brand's mission was to create timeless apparel exclusively from recycled and eco-responsible materials, matching the quality and design of the best non-recycled alternatives on the market. ECOALF sought to demonstrate that success extended far beyond the reaches of financial profitability, though expanding the business was sometimes at odds with the brand's ambitious goal of achieving net-zero carbon emissions. Could ECOALF reconcile purpose and profit?
Keywords
Business Growth and Maturation; Business Model; Decisions; Business Earnings; Profit; Growth and Development Strategy; Communication Intention and Meaning; Values and Beliefs; Mission and Purpose; Competition; Climate Change; Environmental Sustainability; Social Marketing; Marketing Channels; E-commerce; Corporate Social Responsibility and Impact; Fashion Industry; Spain; Germany; Italy; Europe; United States
Citation
Keenan, Elizabeth A., Diego Aparicio, Carlota Moniz, and María José Satrústegui. "ECOALF: Fashion for the Future." Harvard Business School Case 524-057, January 2024.