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Business Model Innovation at Wildfang

Solution Id Length Case Author Case Publisher
2716 1509 Words (6 Pages) Charla Mathwick North American Case Research Association : NA0460
This solution includes: A Word File A Word File

Wildfang is a clothing brand which is based in the US. Something that makes it completely unique and demanding in the whole of the US and the world is its design which removes the barriers of all gender norms. They had two business models for this expansion. One was the brick-and-click strategy in which the merchants ran the business physically at stores and through online marketing and sales. The other one was to provide a multi-sided platform. there were two models under consideration. One was the private label b and c model, in which a contract is given to a third party for manufacturing the product while the product is sold under its brand name. The other was a multi-sided platform where two or more participants interact, making a deal possible. Customer segment is basically a method of dividing the customers on the basis of common characteristics such that their representation in the population or behaviours etc. one of them was loyalist group, customer acquisition cost, online shoppers and exclusives. Wildfang used to keep a record of its customers for follow-ups and to keep them updated with their services and offers

Following questions are answered in this case study solution:

  1. Develop a business model canvas for Wildfang’s current operations.

  2. What are the functional, emotional and social needs of Wildfang’s customers?

  3. Is the Wildfang brand riding a short-term fad or does its tomboy positioning have staying power?

  4. Has Wildfang developed a core compentency? Apply the framework developed by Prahalad and Hamel (1990) and discuss the resources and processes of the Business Model Canvas (BMC) that underlie core competency development.

Case Study Questions Answers

1. Develop a business model canvas for Wildfang's current operations.

Emma Mcilroy, the CEO of Wildfang, which is ready to wear brand for men, had been thinking of ways to expand her business. They had two business models for this expansion. One was the brick-and-click strategy in which the merchants ran the business physically at stores and through online marketing and sales. The other one was to provide a multi-sided platform. After visiting urban outfitters, Mcilroy and Julia Parsley got inspired to launch their own brand by the name of Wildfang; meanwhile, they had been working at Nike, but they kept on exploring menswear. There were two models under consideration. One was a private label b and c model in which a contract is given to a third party for manufacturing the product while the product is sold under its brand name. The other was a multi-sided platform where two or more participants interact, making a deal possible. There were many advantages and benefits of multi-sided platforms, but they also had some drawbacks, so the question arose of which model would better suit their policies and preferences. 

The company earned a lot of profit due to its marketing tactics as it hired celebrities for the brand's endorsement. The first retail site that also became their headquarters was the Wildfang fort. The company was prospering, and it was making profits. They had decided to open a second retail store in Portland. Mcilroy had been planning expansion. She knew that B and C strategies would require a lot of money for technical work, too, in order to run the business online, so she was more interested in the multi-sided platform since it is very profitable. Since she had working experience at Nike and she knew how profitable this scheme was, she was more focussed on having a multi-sided platform in which a third party has been given a contract, and the company itself does not need to invest in the product, but the product is sold under the company's brand name. Wildfang was not only a brand, but it became the voice of many girls. It gave identity, freedom and liberty to a girl to follow her dreams, be her own kind and live her life to a full extent. Girls were very happy with its ideology and wanted this brand to be promoted at every level. Hence the two business models that they were using came up to be very beneficial for the growth and prosperity of the business. 

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