Consuming better is a major societal challenge and an important differentiating asset. Also, I wanted to build a new imagination that inspires and drives our customers towards more sustainable and responsible practices. So I conceived for man a fashion that changes the world ... a fashion that has the sense of seduction as much as the sense of responsibility; In short, a fashion that combines with the present but is in harmony with the future ". Christèle Merter remembers how she had convinced her employer, the fashion company HappyChic, to embark on an eco-responsible fashion in April 2014 with a new brand, La Gentle Factory, which the company entrusted to her. The Gentle Factory is positioned for sustainable development. His goal: - to offer above all modern and desirable clothes, - develop these products according to a responsible and responsible approach, carefully monitored at each stage of their implementation, - innovate with a free collaborative platform of services that allows clothes to have a second life "useful". On this morning of April 2016, La Gentle Factory is at a strategic turning point in its development and Christèle questions the strategy to be adopted so that "its" start-up meets the ambitions of the HappyChic group: to become the reference brand of the Responsible mode for the man and to create value for the group and its brands. By the end of the year, the Gentle Factory is expected to achieve a turnover of + 65% to reach 5million euros and, by 2020, close to 30millions, ie nearly half of the turnover Of HappyChic. Christèle hesitates between several possible strategies: - should the Gentle Factory be developed by the market by targeting new distribution channels? Which aim? - should we rather favor development through products by enhancing supply? -or should we consider the development of the brand via both strategies simultaneously while it has a marketing budget of only 60,000 euros? Early May 2016 Christèle must present the marketing plan of the brand for the next two years. It is urgent for her to get her team up and running.
|Number of pages||1|
|Publication status||Published - 1 Jan 2017|
|Event||Conference Proceedings of the North American Case Research Association 58th Annual Conference - Harrah’s Hotel and Casino, Las Vegas NV, USA, 6-8 October, 2016|
Duration: 1 Jan 2017 → …
|Conference||Conference Proceedings of the North American Case Research Association 58th Annual Conference|
|Period||1/01/17 → …|
Bibliographical note© 2016 by Sabine Ruaud EDHEC Business School, Véronique Boulocher, Brighton Business School, UK, and Ronald Kamin.
Ruaud, S., Boulocher-Passet, V., & Kamin, R. (2017). PAP: quel(s) relais de croissance pour La Gentle Factory et le groupe HappyChic sur le créneau de l’éco-conception?. 29-29. Abstract from Conference Proceedings of the North American Case Research Association 58th Annual Conference, . https://nacra2016.wordpress.com/2016-nacra-annual-meeting-proceedings/