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Harvard Case - Business Models and Fashion Models: Covetella Plans for Growth

"Business Models and Fashion Models: Covetella Plans for Growth" Harvard business case study is written by Jeremy B. Dann, Zephyr James. It deals with the challenges in the field of Entrepreneurship. The case study is 15 page(s) long and it was first published on : May 21, 2018

At Fern Fort University, we recommend Covetella pursue a hybrid growth strategy focusing on strategic partnerships, international expansion, and product diversification, while maintaining its core values of sustainability and ethical sourcing. This strategy leverages Covetella?s existing strengths in technology and analytics, branding, and supply chain management to achieve scalability and disruptive innovation in the fashion industry.

2. Background

Covetella is a successful online fashion platform that connects independent designers with ethical and sustainable manufacturers. Founded by two passionate entrepreneurs, the company has achieved significant growth through bootstrapping and angel investing. Covetella?s business model focuses on transparency, fair trade, and environmental sustainability, resonating with a growing segment of environmentally conscious consumers. However, the company faces challenges in scaling its operations and competing with established players in the global fashion market.

3. Analysis of the Case Study

Covetella?s success can be attributed to its unique business model innovation that addresses the growing demand for ethical and sustainable fashion. The company leverages technology and analytics to streamline its operations, connect designers with manufacturers, and track the entire supply chain. This focus on transparency and traceability differentiates Covetella from its competitors and resonates with its target audience.

However, Covetella?s growth strategy faces several challenges:

  • Limited Funding: While angel investors have provided initial capital, further expansion requires significant venture capital to support international expansion, product development, and marketing efforts.
  • Competition: Established players in the fashion industry, with vast resources and established brand recognition, pose a significant threat to Covetella?s market share.
  • Scalability: Maintaining its commitment to ethical sourcing and sustainability while scaling operations presents a logistical challenge.

To address these challenges, Covetella needs to adopt a growth hacking approach, leveraging its existing strengths and exploring new opportunities.

4. Recommendations

Short-Term (12-18 months):

  1. Strategic Partnerships: Covetella should focus on forming strategic partnerships with established retailers, online marketplaces, and sustainability-focused organizations. These partnerships can provide access to new markets, distribution channels, and resources.
  2. International Expansion: Covetella should target emerging markets with a strong demand for sustainable fashion, such as India, China, and Brazil. This expansion can be facilitated through partnerships with local manufacturers and retailers.
  3. Product Diversification: Covetella should expand its product offerings beyond clothing to include accessories, home decor, and other sustainable lifestyle products. This diversification can attract a wider customer base and increase revenue streams.
  4. Marketing and Branding: Covetella should invest in targeted marketing campaigns to raise brand awareness and attract new customers. This includes leveraging social media, influencer marketing, and content marketing strategies.
  5. Technology and Analytics: Covetella should continue to invest in its technology platform to improve efficiency, enhance customer experience, and provide data-driven insights for decision-making.

Long-Term (3-5 years):

  1. Going Public: Covetella should consider an Initial Public Offering (IPO) to raise significant capital for further expansion and growth. This requires building a strong financial track record, establishing a robust governance structure, and attracting institutional investors.
  2. Mergers and Acquisitions: Covetella should explore strategic acquisitions of complementary businesses, such as sustainable textile manufacturers or ethical fashion brands, to expand its product portfolio, manufacturing capabilities, and market reach.
  3. Corporate Social Responsibility: Covetella should actively engage in corporate social responsibility initiatives, such as supporting local communities, promoting fair labor practices, and reducing its environmental footprint. This commitment will enhance the company?s brand image and attract environmentally conscious consumers.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  • Core Competencies: Covetella?s core competencies lie in its technology and analytics, branding, and supply chain management. These strengths are leveraged in the recommended growth strategies.
  • External Customers and Internal Clients: The recommendations cater to the needs of both Covetella?s customers, seeking ethical and sustainable fashion, and its internal clients, the independent designers and manufacturers.
  • Competitors: The recommendations aim to differentiate Covetella from its competitors by focusing on disruptive innovation, strategic partnerships, and international expansion.
  • Attractiveness: The recommendations are expected to increase revenue, market share, and profitability, thereby enhancing the company?s attractiveness to investors and customers.

6. Conclusion

By adopting a hybrid growth strategy focusing on strategic partnerships, international expansion, and product diversification, Covetella can achieve sustainable growth while maintaining its core values. This approach leverages the company?s existing strengths, addresses its challenges, and positions it for long-term success in the evolving fashion industry.

7. Discussion

Other alternatives not selected include:

  • Focusing solely on organic growth: This approach may be too slow and could result in Covetella losing market share to competitors.
  • Acquiring a large, established fashion brand: This strategy would be expensive and risky, as it may require significant capital and integration challenges.
  • Expanding into new product categories unrelated to fashion: This could dilute Covetella?s brand identity and alienate its core customer base.

The recommendations are based on the assumption that Covetella can successfully execute its growth strategy and overcome potential challenges, such as competition, funding, and cultural differences in international markets.

8. Next Steps

Covetella should implement the following steps to achieve its growth objectives:

  • Develop a detailed business plan: This plan should outline the specific strategies, timelines, and resources required for each recommendation.
  • Secure additional funding: Covetella should approach venture capitalists and other investors to secure the necessary capital for expansion.
  • Build a strong management team: The company should hire experienced executives with expertise in international business, marketing, and operations.
  • Establish strategic partnerships: Covetella should actively seek partnerships with key players in the fashion industry and related sectors.
  • Monitor progress and adapt: Covetella should regularly review its progress and make necessary adjustments to its strategy based on market conditions and competitive dynamics.

By taking these steps, Covetella can position itself for sustainable growth and become a leading player in the ethical and sustainable fashion industry.

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Case Description

Apparel entrepreneur Carol Chen used several dozen high-end dresses from her pageant days to start a fashion rental company in Singapore, inspired by the success of the American company Rent the Runaway. Chen's new venture, Covetella, garners incredible amounts of event exposure and media coverage in its first two years. However, despite the notoriety, Covetella the company has trouble catching up with Covetella the brand. Chen must determine what the marketplace is "trying tell her" about Covetella's business model and must also determine if other countries, particularly in Southeast Asia, might prove to be attractive targets for expansion.

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