Teaching note for product W43593.

In 2025, lingerie brand Victoria’s Secret & Co. (Victoria’s Secret) was trying to reimagine itself after facing a range of challenges including changing consumer preferences and backlash over the brand’s narrow depiction of beauty. After splitting from parent company L Brands Inc. in 2021, Victoria’s Secret made several significant changes to its product mix and promotion strategies, many of these aligning with efforts related to diversity, equity, .....more

Teaching note for product 9B21A005.

Innovative US apparel retailer Everlane Inc. (Everlane) employed "radical transparency," disclosing detailed information about the costs it incurred and the factories that manufactured its clothes. The company also claimed to prioritize ethics and sustainability. For example, Everlane committed both to supporting its suppliers by addressing their needs and to eliminating virgin plastics from its entire supply chain by 2021. The company's .....more

In early January 2019, Gillette, one of the world’s leading razor brands, ignited controversy with a specific advertisement—the “We Believe” video. This short film tackled toxic masculinity and encouraged men to be #TheBestMenCanBe. While Gillette historically focused on portraying men as athletes or as career-oriented individuals, the brand's promotions since the late 2010s had turned to a more diverse conceptualization of manhood. When launched .....more

Teaching note for product 9B20A001.

M.M.LaFleur, a clothing company founded in New York in 2013, specialized in office wear for professional women. Specifically, M.M.LaFleur targeted a difficult-to-serve group—working women who did not like shopping. Despite the challenging customer base, the company grew steadily since its inception. Customers could shop online through the company's website or attend showrooms, pop-up stores, or trunk shows, where sales associates provided attentive .....more

Teaching note for product 9B20A002.

In 2018, Game of Thrones, a widely popular television series, had inspired a significant increase in tourism to one of its filming locations: Dubrovnik, Croatia. The economy in Croatia, in general, and Dubrovnik, in particular, relied significantly on tourism. However, the popularity of the television series had led to overwhelming tourist traffic in the area. During the peak tourist season, the city now suffered from serious overcrowding. In addition, .....more

Teaching note for product 9B19A013.