Product details

This case aims to unfold the strategic partnership between Aigle, an affordable premium clothing brand, and Faume, a young startup in the emerging second market. It focuses on their collaborative project, Second Souffle, which allows customers to buy and sell second hand Aigle items online. It portrays Aigle's journey in defining as well as consolidating its strategic position as an eco-responsible brand in a fast-moving fashion industry pressurised by growing eco-consumer behaviour while facing difficulties and uncertainties resulting from the Covid-19 pandemic. The learner will take the role of Sam Lacroix, who joined the Aigle International e-Store team in February 2022, working closely with Baptiste de Scorbiac, as part of the Second Souffle activity. The learner will deepen their understanding about the company and strategic decisions as Sam reads about the company's heritage and value, their position as a purpose-driven company, and the second-hand fashion market. Sam guides learners with key questions and observations. The critical questions addressed in this study include: what are the risks and advantages of this strategic partnership? What are the conditions that have driven the partnership? How can a business effectively outsource their value creation?