Doodlage: Toward a Sustainable Future
商品編號：W27322
出版日期：2022/07/27
再版日期：
商品來源：
商品主題：Entrepreneurship; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：marketing, sustainability, entrepreneur
難易度：4 - Undergraduate/MBA
內容長度：15 頁
地域：Bangladesh; India; Indonesia; United States
產業：Manufacturing
事件年度：2021
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?
教學手冊：Doodlage: Toward a Sustainable Future - Teaching Note
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