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Publications

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  • All HBS Web  (231)
    • Faculty Publications  (35)

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    • All HBS Web  (231)
      • Faculty Publications  (35)

      Fashion Accessories Remove Fashion Accessories →

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      Jimmy Choo
      Amazon in Fashion
      → Search All HBS Web
      • January 2021 (Revised March 2021)
      • Case

      THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

      By: Jill Avery, Ayelet Israeli and Emma von Maur
      THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on...  View Details
      Keywords: Data; Data Analytics; Artificial Intelligence; Ai; Ai Algorithms; Ai Creativity; Fashion; Retail; Retail Analytics; Digital Marketing; E-commerce; E-commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Preference Prediction; Predictive Analytics; App Development; "marketing Analytics"; Advertising; Mobile App; Mobile Marketing; Apparel; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Data and Data Sets; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Online Advertising; Online Technology; Mobile Technology; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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      Avery, Jill, Ayelet Israeli, and Emma von Maur. "THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)." Harvard Business School Case 521-070, January 2021. (Revised March 2021.)
      • June 2020
      • Teaching Note

      Armarium: Luxury Fashion Brands for Rent

      By: Jill Avery and David Fubini
      Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:...  View Details
      Keywords: Luxury Brand; Fashion; Sharing Economy; Two-sided Marketplace; Target Market; Customer Selection; Marketing; Brands and Branding; Luxury; Two-Sided Platforms; Business Model; Growth and Development Strategy; Customer Value and Value Chain; Fashion Industry; Consumer Products Industry; United States; North America
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      Avery, Jill, and David Fubini. "Armarium: Luxury Fashion Brands for Rent." Harvard Business School Teaching Note 520-108, June 2020.
      • February 2020 (Revised April 2021)
      • Case

      StockX: The Stock Market of Things

      By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley
      Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust...  View Details
      Keywords: Markets; Auctions; Bids and Bidding; Demand and Consumers; Consumer Behavior; Data and Data Sets; Market Design; Market Platforms; Two-Sided Platforms; Multi-Sided Platforms; Market Transactions; Marketplace Matching; Supply and Industry; Analysis; Price; Product Marketing; Product Launch; Apparel and Accessories Industry; Fashion Industry; North and Central America; United States; Michigan; Detroit
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      Farronato, Chiara, John J. Horton, Annelena Lobb, and Julia Kelley. "StockX: The Stock Market of Things." Harvard Business School Case 620-062, February 2020. (Revised April 2021.)
      • September 2019
      • Case

      Gap, Inc., 2019

      By: John R. Wells and Benjamin Weinstock
      In 2000, The Gap, Inc. (Gap) was the world’s largest player in specialty fashion retailing, and companies such as Inditex of Spain, H&M of Sweden, and Fast Retailing of Japan were less than a quarter of Gap’s size. But after two decades of growth, Gap’s progress...  View Details
      Keywords: Strategic Change; Fashion; Multinational; Brands; Competition; Multinational Firms and Management; Performance Improvement; Management Teams; Brands and Branding; Change Management; Strategy; Retail Industry; Fashion Industry; Apparel and Accessories Industry; Sweden; Spain; United States
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      Wells, John R., and Benjamin Weinstock. "Gap, Inc., 2019." Harvard Business School Case 720-377, September 2019.
      • July 2019
      • Teaching Note

      Miroglio Fashion

      By: Sunil Gupta
      Teaching Note for HBS Nos. 519-053, 519-070, and 519-072.  View Details
      Keywords: Inventory Management; Demand Forecasting; Artificial Intelligence; Machine Learning; Forecasting and Prediction; Operations; Management; Decision Making; Marketing; Apparel and Accessories Industry; Fashion Industry
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      Gupta, Sunil. "Miroglio Fashion." Harvard Business School Teaching Note 520-007, July 2019.
      • February 2019
      • Case

      Miroglio Fashion (A)

      By: Sunil Gupta and David Lane
      Francesco Cavarero, chief information officer of Miroglio Fashion, Italy’s third-largest retailer of women’s apparel, was trying to bring analytical rigor to the company’s forecasting and inventory management decisions. But fashion is inherently hard to predict. Can...  View Details
      Keywords: Inventory Management; Demand Forecasting; Artificial Intelligence; Machine Learning; Forecasting and Prediction; Operations; Management; Decision Making; Apparel and Accessories Industry; Fashion Industry
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      Gupta, Sunil, and David Lane. "Miroglio Fashion (A)." Harvard Business School Case 519-053, February 2019.
      • February 2019 (Revised September 2019)
      • Case

      Amazon in Fashion

      By: John R. Wells, Benjamin Weinstock and Gabriel Ellsworth
      According to many analysts and industry observers, in 2018 Amazon became the largest retailer of apparel in the United States and the second largest in the world, behind Alibaba. Much of Amazon’s apparel was made by third-party retailers on its platform, but Amazon had...  View Details
      Keywords: Amazon; Amazon.com; Fashion; Fashion Accessories; Retail; Retailing Industry; Retailing; Asos; Inditex; Multi-channel Retailers; Online Retail; Online Retailing; Positioning; Private Label; Delivery; Spending; Online Technology; Competitive Strategy; Fashion Industry; Retail Industry; Apparel and Accessories Industry
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      Wells, John R., Benjamin Weinstock, and Gabriel Ellsworth. "Amazon in Fashion." Harvard Business School Case 719-481, February 2019. (Revised September 2019.)
      • May 2018
      • Case

      Inditex: 2018

      By: John R. Wells, Galen Danskin and Gabriel Ellsworth
      In 2018, Inditex, based in Spain, was the largest specialist fashion retailer in the world, generating sales of $31.5 billion in 2017 from a portfolio of eight retail brands selling through a total of 7,475 stores located in 96 countries and from websites in 49...  View Details
      Keywords: Fashion; Succession; Ipo; Competition; Initial Public Offering; Multinational Firms and Management; Management Succession; Growth and Development Strategy; Competitive Strategy; Apparel and Accessories Industry; Retail Industry; Fashion Industry
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      Wells, John R., Galen Danskin, and Gabriel Ellsworth. "Inditex: 2018." Harvard Business School Case 718-515, May 2018.
      • April 2018 (Revised April 2020)
      • Case

      Coco Chanel: From Fashion Icon to Nazi Agent

      By: Geoffrey Jones and Emily Grandjean
      This case describes the career of the iconic French fashion designer Coco Chanel who created a transformational business during the first half of the 20th century. Beginning in her early adulthood, Chanel leveraged relationships with acquaintances, friends, and...  View Details
      Keywords: Business History; Biography; Entrepreneurship; Relationships; Brands and Branding; Ethics; Fashion Industry; Apparel and Accessories Industry
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      Jones, Geoffrey, and Emily Grandjean. "Coco Chanel: From Fashion Icon to Nazi Agent." Harvard Business School Case 318-139, April 2018. (Revised April 2020.)
      • February 2018 (Revised October 2019)
      • Technical Note

      The Art and Science of Brand Valuation

      By: Jill Avery
      Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are...  View Details
      Keywords: Brand Valuation; Brand Value; Brand; Brand Management; Marketing Roi; Brand Equity; Analytics; Return On Investment; Brands and Branding; Valuation; Marketing; Marketing Strategy; Investment Return; Consumer Behavior; Advertising Industry; Consumer Products Industry; Apparel and Accessories Industry; Auto Industry; Beauty and Cosmetics Industry; Electronics Industry; Fashion Industry; Food and Beverage Industry
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      Avery, Jill. "The Art and Science of Brand Valuation." Harvard Business School Technical Note 518-086, February 2018. (Revised October 2019.)
      • January 2018
      • Case

      Under Armour

      By: Rory McDonald, Clayton M. Christensen, Daniel West and Jonathan E. Palmer
      After 20 years of growth unprecedented in the sports apparel industry, Under Armour finds itself with a new record to beat: making the leap from $5 to $10 billion in sales—a feat only accomplished to date by competitors Nike and Adidas. At the heart of this challenge...  View Details
      Keywords: Under Armour; Nike; Adidas; "jobs To Be Done; Purpose Brands; Entrepreneurship; Customer Focus and Relationships; Innovation Strategy; Business Growth and Maturation; Growth Management; Innovation Leadership; Sports Industry; Apparel and Accessories Industry; Fashion Industry; Health Industry; Technology Industry; Retail Industry; United States; Maryland; Baltimore
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      McDonald, Rory, Clayton M. Christensen, Daniel West, and Jonathan E. Palmer. "Under Armour." Harvard Business School Case 618-020, January 2018.
      • December 2017 (Revised March 2019)
      • Case

      Armarium: Luxury Fashion Brands for Rent

      By: Jill Avery, David Fubini, Natasha Dossa and Devon Stewart
      Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:...  View Details
      Keywords: Brand Management; Retailing; Sharing Economy; Luxury Brand; Ecommerce; E-commerce; Startup; Fashion; Brand Positioning; Customer Acquisition; Internet Marketing; Social Media; Marketing; Marketing Channels; Marketing Strategy; Brands and Branding; Business Startups; Luxury; Consumer Behavior; Growth and Development Strategy; Fashion Industry; Retail Industry; Apparel and Accessories Industry; United States; North America
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      Avery, Jill, David Fubini, Natasha Dossa, and Devon Stewart. "Armarium: Luxury Fashion Brands for Rent." Harvard Business School Case 518-047, December 2017. (Revised March 2019.)
      • November 2017
      • Teaching Note

      Predicting Consumer Tastes with Big Data at Gap

      By: Ayelet Israeli and Jill Avery
      CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big...  View Details
      Keywords: Brands; Brand & Product Management; Big Data; "marketing Analytics"; Consumer Behavior; Predictive Analytics; Forecasting; Preferences; Operation Management; Distribution Channels; Marketing; Marketing Channels; Marketing Strategy; Brands and Branding; Forecasting and Prediction; Data and Data Sets; Retail Industry; Fashion Industry; Apparel and Accessories Industry; United States; North America
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      Israeli, Ayelet, and Jill Avery. "Predicting Consumer Tastes with Big Data at Gap." Harvard Business School Teaching Note 518-053, November 2017.
      • September 2017
      • Case

      Give Us a 'C'! Killing Knock-offs with Copyright?

      By: Lena G. Goldberg
      Varsity Brands, the leading manufacturer of cheerleading uniforms in the United States, obtained copyright protection for certain designs of stripes, chevrons, color blocks and lines on cheerleading uniforms. Star Athletica, a newcomer in the field, used those designs...  View Details
      Keywords: Intellectual Property; Law; Lawsuits and Litigation; Design; Apparel and Accessories Industry; Fashion Industry
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      Goldberg, Lena G. "Give Us a 'C'! Killing Knock-offs with Copyright?" Harvard Business School Case 318-046, September 2017.
      • September 2017
      • Case

      Under Armour: Evolution of a Purpose Brand

      By: Rory McDonald, Clayton M. Christensen, Daniel West and Jonathan Palmer
      After twenty years of growth unprecedented in the sports apparel industry, Under Armour finds itself with a new record to beat: making the leap from $5 to $10 billion in sales — a feat only accomplished to date by competitors Nike and Adidas. At the heart of this...  View Details
      Keywords: Under Armour; Nike; Adidas; "jobs To Be Done; Purpose Brands; Entrepreneurship; Customer Focus and Relationships; Innovation Strategy; Business Growth and Maturation; Growth Management; Innovation Leadership; Sports Industry; Apparel and Accessories Industry; Fashion Industry; Health Industry; Technology Industry; Retail Industry; United States; Maryland; Baltimore
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      McDonald, Rory, Clayton M. Christensen, Daniel West, and Jonathan Palmer. "Under Armour: Evolution of a Purpose Brand." Harvard Business School Case 618-010, September 2017.
      • May 2017 (Revised March 2018)
      • Case

      Predicting Consumer Tastes with Big Data at Gap

      By: Ayelet Israeli and Jill Avery
      CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big...  View Details
      Keywords: Retailing; Preference Elicitation; Big Data; Predictive Analytics; Artificial Intelligence; E-commerce; Fashion; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Consumer Behavior; Demand and Consumers; Data and Data Sets; Forecasting and Prediction; Apparel and Accessories Industry; Consumer Products Industry; Fashion Industry; Retail Industry; United States; Canada; North America
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      Israeli, Ayelet, and Jill Avery. "Predicting Consumer Tastes with Big Data at Gap." Harvard Business School Case 517-115, May 2017. (Revised March 2018.)
      • June 2016 (Revised July 2017)
      • Case

      Longchamp

      By: Jill Avery, Tonia Junker and Daniela Beyersdorfer
      Longchamp’s Le Pliage is one of the fashion world’s most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much...  View Details
      Keywords: Brand Management; Luxury Brand; Brand Positioning; Product Strategy; Retailing; Family Business; Pricing Strategy; Marketing; Brands and Branding; Marketing Strategy; Luxury; Apparel and Accessories Industry; Retail Industry; Consumer Products Industry; Fashion Industry; France; Europe
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      Avery, Jill, Tonia Junker, and Daniela Beyersdorfer. "Longchamp." Harvard Business School Case 316-086, June 2016. (Revised July 2017.)
      • March 2016 (Revised May 2018)
      • Case

      ASOS PLC

      By: John R. Wells and Gabriel Ellsworth
      Launched in 2000, ASOS was one of the world’s largest online fashion specialists in 2018. Focusing on young consumers aged 16–25 years, the company offered over 85,000 items on its websites, many times more than the largest fashion stores, and added several thousand...  View Details
      Keywords: Asos; Asseenonscreen; Online Fashion; Online Apparel; Nick Beighton; Nick Robertson; E-commerce; E-commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Social Media; Marketplaces; Shipping; Advertising; Online Advertising; Business Growth and Maturation; Business Model; Business Startups; For-Profit Firms; Customer Focus and Relationships; Age; Gender; Currency Exchange Rate; Profit; Revenue; Geography; Geographic Scope; Global Range; Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Business History; Selection and Staffing; Journals and Magazines; Human Capital; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Growth Management; Management Succession; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Positioning; Social Marketing; Media; Distribution; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Public Ownership; Problems and Challenges; Strategy; Adaptation; Business Strategy; Competition; Competitive Strategy; Corporate Strategy; Expansion; Vertical Integration; Segmentation; Internet; Mobile Technology; Online Technology; Search Technology; Web; Web Sites; Apparel and Accessories Industry; Fashion Industry; Retail Industry; United Kingdom; England; London
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      Wells, John R., and Gabriel Ellsworth. "ASOS PLC." Harvard Business School Case 716-449, March 2016. (Revised May 2018.)
      • March 2016
      • Case

      IC Group A/S

      By: John R. Wells and Gabriel Ellsworth
      IC Group owned several of Scandinavia's leading premium fashion brands. How should it respond to the decline of its primary wholesale distribution channels (independent fashion boutiques and department stores)? Should it open more physical stores or focus on...  View Details
      Keywords: Ic Group; Ic Companys; Carli Gry; Inwear; Mads Ryder; Niels Martinsen; Premium Fashion; Fast Fashion; Business Units; Business Divisions; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Profit; Revenue; Multinational Firms and Management; Business History; Business or Company Management; Acquisition; Growth and Development Strategy; Brands and Branding; Distribution Channels; Organizational Design; Organizational Structure; Problems and Challenges; Strategy; Product Positioning; Competition; Competitive Strategy; Corporate Strategy; Vertical Integration; Segmentation; Web Sites; Apparel and Accessories Industry; Fashion Industry; Retail Industry; Scandinavia; Denmark; Sweden; Norway
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      Wells, John R., and Gabriel Ellsworth. "IC Group A/S." Harvard Business School Case 716-446, March 2016.
      • February 2016 (Revised August 2016)
      • Case

      Chilli Beans: Peace, Love, and Sunglasses

      By: José B. Alvarez, Robert Mackalski and Andrew Otazo
      This case illustrates how Chilli Beans became the most popular sunglasses retailer in Brazil and the issues it faced when expanding into the United States.  View Details
      Keywords: Sunglasses; Brazil; Sao Paulo; Chilli Beans; Watches; Fast Fashion; Supply Chain; Retail; Franchise; International Expansion; Culture; Middle Class; Fashion; Corporate Entrepreneurship; Global Strategy; Customer Focus and Relationships; Customer Value and Value Chain; Design; Economic Growth; Economic Slowdown and Stagnation; Goods and Commodities; Leadership; Marketing; Operations; Apparel and Accessories Industry; Fashion Industry; Manufacturing Industry; Brazil; China
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      Alvarez, José B., Robert Mackalski, and Andrew Otazo. "Chilli Beans: Peace, Love, and Sunglasses." Harvard Business School Case 516-020, February 2016. (Revised August 2016.)
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      Amazon in Fashion
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