個案資料

Doodlage Retail LLP (Doodlage), a sustainable fashion brand based in India, was based on an idea that had come to the co-founder while she was interning with export houses. There, she witnessed large-scale discarding of fabric waste, which found its way to landfills and became a major source of pollution. Doodlage utilized the practices of circularity—repairing, reusing, refurbishing, and recycling—to transform industrial waste into women’s apparel. With time, the company came to collaborate with numerous players and extended into categories like home furnishings, accessories, and men’s apparel. Relying primarily on social media and e-commerce sites to market its wares, Doodlage slowly built a niche for itself. After nearly a decade, awareness of sustainable fashion, ethical fashion, and slow fashion had risen, and a number of competitors had emerged, heating up the competitive landscape. Doodlage thus faced multiple future challenges and needed to decide whether to continue to focus on the niche it had created for itself or to go mainstream. What was the optimal way forward?

This case is appropriate for both undergraduate and graduate levels. It can be used in a variety of courses, including courses related to sustainability, entrepreneurship, strategic management, and marketing management. This case is also suitable for stakeholders in organizations looking at deepening their understating of sustainability in the fashion industry. After working through the case and assignment questions, students will be able to do the following:<ul><li>Analyze how a start-up can create and sustain a competitive advantage.</li><li>Explore key environmental forces that determine the strategy of start-ups.</li><li>Understand the importance of branding for small companies.</li><li>Discuss and analyze the promotional strategy used by small ventures.</li><li>Evaluate an appropriate path forward that fits with the vision of the company, utilizes its resources, and overcomes challenges.</li></ul>

• marketing, sustainability, entrepreneur