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Published by:
Stanford Business School (2010)
28 July 2010
15 pages
Data source:
Field research
This item is part of a free case collection. For terms & conditions go to


This case describes how Bonobos, an Internet apparel retailer, leveraged social media to connect with its customers and prospects. Through connecting directly with customers using social media, the company found that consumers were not only interested in Bonobos' flagship product, pants, but also accessories. Bonobos used social technology such as Facebook, Twitter and blogs to sell these products and to create a more intimate customer experience. The case describes the company's spend and the reach and impact of its social media efforts. This case is part of the Stanford Graduate School of Business free case collection (visit for more information on the collection).


Internet; Apparel; Social media; Advertising; Branding; Marketing; Customer acquisition; Customer service; Advertising campaign; Customer experience

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