Publications
Publications
- June 2009 (Revised July 2009)
- HBS Case Collection
Moods of Norway
Abstract
Describes a young fashion company competing in a variety of unconventional ways, many "experience economy" related. Moods fronts their brand with the "boy band" images of its three founders and designs eccentric features into their clothes as a way of gaining mindshare among customers even though they cannot spend on marketing the way their competitors do. The case invites students to explore an unusual business model in both concept and execution.
Keywords
Citation
Austin, Robert D., Shannon O'Donnell, and Dorte Krogh. "Moods of Norway." Harvard Business School Case 609-106, June 2009. (Revised July 2009.)