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- 2010
- Article
The Strategic Use of Brand Biographies
By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically...
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Keywords:
Marketing;
Brands;
Brand Management;
Brand Building;
Brand Positioning;
Competitive Positioning;
Marketing Strategy;
Brands and Branding;
Managerial Roles;
Strategy;
Product Positioning;
Consumer Behavior;
Biography;
Success;
Perception;
Markets;
Power and Influence;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry
Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.
- June 2008
- Case
Threadless: The Business of Community
By: Karim R. Lakhani and Zahra Kanji
Threadless.com, the online, Chicago-based t-shirt company, was not your typical fashion apparel company. The company, run by Jake Nickell, Jacob DeHart, and Jeffrey Kalmikoff, turned the fashion business on its head by enabling anyone to submit designs for t-shirts and...
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Keywords:
Business Model;
Business Startups;
Innovation and Invention;
Product Design;
Partners and Partnerships;
Social and Collaborative Networks;
Apparel and Accessories Industry
Lakhani, Karim R., and Zahra Kanji. "Threadless: The Business of Community." Harvard Business School Multimedia/Video Case 608-707, June 2008.
- November 2006 (Revised March 2007)
- Case
Liz Claiborne and the New Working Woman
By: Anthony Mayo and Mark Benson
At age 47, with two decades of experience as a lead designer for a Fortune 500 fashion company, Liz Claiborne put her life savings on the line to form Liz Claiborne, Inc., a partnership that included her husband. A decade later, in 1986, Claiborne was CEO of her own...
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- May 2006 (Revised June 2006)
- Case
Icebreaker: The China Entry Decision
By: Joseph B. Lassiter III and Dan Heath
Jeremy Moon, CEO of Icebreaker, maker of merino-fiber activewear, thinks about the strengths and weaknesses of staying focused on his rapidly expanding U.S. and European markets vs. broadening his attack to include China. If he enters China, should he continue his...
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Keywords:
Brands and Branding;
Product Positioning;
Global Strategy;
Expansion;
Decision Choices and Conditions;
Market Entry and Exit;
Marketing Strategy;
Apparel and Accessories Industry;
China;
United States;
Europe
Lassiter, Joseph B., III, and Dan Heath. "Icebreaker: The China Entry Decision." Harvard Business School Case 806-195, May 2006. (Revised June 2006.)
- March 2006 (Revised November 2006)
- Case
The Market and the Mountain Kingdom: Change in Lesotho's Textile Industry
By: Rawi E. Abdelal, Regina M. Abrami, Noel Maurer and Aldo Musacchio
In Maseru, the capital of the Kingdom of Lesotho, the stirrings of industrialization and modernization were promising, and more than 50,000 workers, mostly women, were employed in the textile sector; the figure reflected more than a threefold increase in just a few...
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Keywords:
History;
Labor Unions;
Trade;
Business and Stakeholder Relations;
Financial Crisis;
Globalized Markets and Industries;
Business and Government Relations;
Decision Choices and Conditions;
Foreign Direct Investment;
Developing Countries and Economies;
Fashion Industry;
Fashion Industry;
Lesotho
Abdelal, Rawi E., Regina M. Abrami, Noel Maurer, and Aldo Musacchio. "The Market and the Mountain Kingdom: Change in Lesotho's Textile Industry." Harvard Business School Case 706-043, March 2006. (Revised November 2006.)
- July 2005 (Revised July 2006)
- Case
Icebreaker: The US Entry Decision
By: Joseph B. Lassiter III and Dan Heath
Jeremy Moon, CEO of Icebreaker, merino wool, outdoor apparel manufacturer, believed the company could be a big hit in the United States, despite the presence of entrenched rivals. But Icebreaker clearly needed a new distribution approach. One option was to position...
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Keywords:
Market Entry and Exit;
Distribution Channels;
Product Launch;
Product Development;
Brands and Branding;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
New Zealand;
United States
Lassiter, Joseph B., III, and Dan Heath. "Icebreaker: The US Entry Decision." Harvard Business School Case 806-006, July 2005. (Revised July 2006.)
- June 2005
- Background Note
Overview of the Japanese Apparel Market
By: Rajiv Lal and Arar Han
Provides an overview of the Japanese apparel market, which was a 13.1 trillion yen industry in 2003, reflecting 5.5% year-over-year shrinkage since 1997, when retailers logged 17.5 trillion yen in sales. Compared to their global counterparts, Japanese apparel shoppers...
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Keywords:
Trends;
Financial Crisis;
Trade;
Emerging Markets;
Sales;
Luxury;
Competition;
Segmentation;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Asia;
China;
Japan;
Korean Peninsula
Lal, Rajiv, and Arar Han. "Overview of the Japanese Apparel Market." Harvard Business School Background Note 505-068, June 2005.
- October 2003 (Revised January 2004)
- Case
Burberry
By: Youngme E. Moon, Erika Kussmann, Emma Penick, Susan Wojewoda and Kerry Herman
In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest...
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Keywords:
Brands and Branding;
Management Teams;
Luxury;
Product Launch;
Distribution;
Product Positioning;
Advertising;
Market Entry and Exit;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
United Kingdom
Moon, Youngme E., Erika Kussmann, Emma Penick, Susan Wojewoda, and Kerry Herman. "Burberry." Harvard Business School Case 504-048, October 2003. (Revised January 2004.)
- June 2002
- Case
Vans: Skating on Air
By: Youngme E. Moon and David Kiron
Vans is best known for selling footwear and apparel to skateboarders, surfers, and other alternative sports athletes. In April 2002, Gary Schoenfeld, the CEO, is facing a number of challenges. With respect to footwear, he must decide what to do about two product lines...
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Keywords:
Brands and Branding;
Product Launch;
Demand and Consumers;
Product Development;
Value Creation;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
California
Moon, Youngme E., and David Kiron. "Vans: Skating on Air." Harvard Business School Case 502-077, June 2002.
- May 1998 (Revised May 2001)
- Case
Merchandising at Nine West Retail Stores
By: Ananth Raman and Colin S Welch
Describes the merchandising decision process (organization, structure, and incentives) at Nine West retail stores, a large footwear retailer in the United States. Also describes changes currently occurring at Nine West and thus provides a context in which students can...
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Keywords:
Organizational Structure;
Situation or Environment;
Motivation and Incentives;
Decision Making;
Change;
Budgets and Budgeting;
Forecasting and Prediction;
Brands and Branding;
Marketing Strategy;
Product Marketing;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
United States
Raman, Ananth, and Colin S Welch. "Merchandising at Nine West Retail Stores." Harvard Business School Case 698-098, May 1998. (Revised May 2001.)
- January 1989
- Case
Benetton S.p.A.
Focuses on the strategic/organizational development of Benetton. Examines the organizational structure which has allowed the company to expand into a world scale company from its small entrepreneurial base. Examines the functional strategies which have allowed a huge...
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Keywords:
Marketing Strategy;
Organizational Structure;
Growth and Development;
Business Strategy;
Performance Effectiveness;
Fashion Industry;
Fashion Industry
Stevenson, Howard H. "Benetton S.p.A." Harvard Business School Case 389-074, January 1989.