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Published by:
INSEAD (2018)
Version:
06.2019
Revision date:
03-May-2019
Length:
32 pages
Data source:
Field research

Abstract

The case discusses the globalization of fashion and the trajectory of Fashion Forward Dubai. Since its inception in 2013, FFWD had striven to offer an alternative to traditional fashion weeks by showcasing collections of local designers to fashion buyers, journalists and customers on the catwalk and on internet. Over 15,000 attendees came to the show and more than 100,000 followed it online. In 2018, FFWD's co-founder, Ramzi Nakad, has to decide whether to continue the B2B B2C event showcasing emerging brands in Dubai Design District, or create a digital fashion platform to sell direct-to-customers and give brands instant international exposure and access to e-Commerce without the high costs of runway shows. The case asks to what extent the global fashion industry is ripe for digital disruption.

Topics

Fashion; Digital disruption; Clusters; Emerging markets; Dubai; Digital transformation; Digital platform; Global strategy; International management; Entrepreneurship

Setting

The events covered by this item took place in 2018.

Geographical setting

Region:
Asia

Featured company

Company name:
Industry:
Apparel and fashion

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Awards, prizes & competitions

2018 - EFMD Case Writing Competition - category winner

Reviews & usage