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    Case 1 Answers Ana Florez

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    Ana
    Wildfang started as an e-commerce retailer focused on creating a community for women with tomboy styles. They used social media and influencer marketing to engage customers and build their mailing list before launching products. Their business model involves selling products through their website while also allowing affiliated merchants to sell Wildfang products without managing inventory themselves. For national expansion, the assistant recommends a multisided platform model where Wildfang partners with other designers and service providers. This would help with supply chain management and content creation while still maintaining the Wildfang brand identity and engaged customer base. A few physical outposts could also be opened for an enhanced customer experience.

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    Case 1 Answers Ana Florez

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    Ana
    132 views2 pages
    Wildfang started as an e-commerce retailer focused on creating a community for women with tomboy styles. They used social media and influencer marketing to engage customers and build their mailing list before launching products. Their business model involves selling products through their website while also allowing affiliated merchants to sell Wildfang products without managing inventory themselves. For national expansion, the assistant recommends a multisided platform model where Wildfang partners with other designers and service providers. This would help with supply chain management and content creation while still maintaining the Wildfang brand identity and engaged customer base. A few physical outposts could also be opened for an enhanced customer experience.

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    Case 1 answers Ana Florez

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    Wildfang started as an e-commerce retailer focused on creating a community for women with tomboy styles. They used social media and influencer marketing to engage customers and build their mailing list before launching products. Their business model involves selling products through their website while also allowing affiliated merchants to sell Wildfang products without managing inventory themselves. For national expansion, the assistant recommends a multisided platform model where Wildfang partners with other designers and service providers. This would help with supply chain management and content creation while still maintaining the Wildfang brand identity and engaged customer base. A few physical outposts could also be opened for an enhanced customer experience.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    132 views2 pages

    Case 1 Answers Ana Florez

    Uploaded by

    Ana
    Wildfang started as an e-commerce retailer focused on creating a community for women with tomboy styles. They used social media and influencer marketing to engage customers and build their mailing list before launching products. Their business model involves selling products through their website while also allowing affiliated merchants to sell Wildfang products without managing inventory themselves. For national expansion, the assistant recommends a multisided platform model where Wildfang partners with other designers and service providers. This would help with supply chain management and content creation while still maintaining the Wildfang brand identity and engaged customer base. A few physical outposts could also be opened for an enhanced customer experience.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    Case 1: Business model innovation at Wildfang 

    Ana María Florez Obando


    1. How would you classify the e-business model for wildfang?
    Due to Wilfang started creating an image and something that represent women with
    tomboyish styles, that they not only were based at first in the product but also in creating
    something that can engage people, they established a merchant-retail model: e-tailing (these
    buy the products and sell them a profit), so first they created the web page and they realized
    many woman were interested (22.000 in the mailing list) and then they think about the
    product. Emma Mcilroy, the CEO of the brand, expressed her idea of having someone that
    buy the product and carry the inventory risk so in that way they could save many costs and
    risks related to buying, merchandizing, inventory, so the model is based on creating also a
    community where the people can feel identify and buy product according to that identity,
    and also have the retail, where they can sell the products but without the necessity to have a
    product design, manufacturing or inventory management, to the contrary giving access
    affiliated merchants access to Wildfang’s highly engaged tomboy market.

    2. Highlight the main e-commerce concepts of the case. Why are they important
    in the business model for Wildfang? 
    The case mentioned some concepts that have been important for the brand such as social
    media, which is really important because Wildfang started creating a community and an
    image where the girls can feel identified with, so in the social media they used to publish so
    many things to show the essence of the brand such as the corporate blog where they used
    to publish visual narrative, also here they created a launch video, which was a strategy-
    resource to show with some famous women the idea of the brand and helped other women
    to feel identified with them. Influencer marketing was useful because they didn’t have to
    pay for it, that’s loyalty to a brand and while you can keep your customer happy, you will
    save a lot of money on advertisement and in this case paid media. The mailing list was
    important because after creating the emotional connection customer-brand, the list re
    assured that many people were waiting for the launching of the products. The case
    mentioned the word followers which is important to highlight due to this shows the loyalty
    of the people to the brand, also is it mentioned too that there were some shoppers that were
    called Fashion-engaged and the Exclusives that through paid media click-throughs they
    were reached to buy online.

    3. What e-commerce strategy would you reccomend for Wildfang´s national


    expansion?
    For Wildfang’s national expansion I would recommend the multisided platform model. Due
    to with this model the brand would be affiliated with some other designers, product
    marketers and service providers, it would be easier for the brand to growth and offer new
    types of things to the customer segments. As Rooley (2002) said, the digital business
    strategy should support supply chain management strategies, and, with this model, there
    would be affiliated merchants that would manage the inventory, which was a big concern
    for one of the creators, so those things would be aligned. Another good thing is that they
    would keep the Wildfang private label that is something that the clients have liked during
    the lifetime of the brand. The interesting thing about this model is that the main idea is to
    create a type of “community” that lead to a big network. Networks can give a special
    support to a business that maybe nothing can give to it, in this case for example, a
    multisided platform model would help the brand with the content creation due that would
    be many participants with many ideas, also that the community engagement would be
    stronger because if there are other types of products but that are aligned with the main ideas
    of the brand, the people will find many things to identify themselves there. Also, with the
    service providers that the company will have, they can create a customer relationship
    management (CRM) where as they have been threating their customers as a very special
    people for the brand, with this they would track their information and data to offer a better
    experience. Also, the brand can create some events when arriving to other places, to engage
    other people to the community and also is really important to not neglect the actual
    customers and specially the Exclusives (continue giving them an special treatment), which
    are very important for the customer base for their spend on the brand. With this model, few
    Wildfang Outpost would be opened, but this would be better because it would keep the
    exclusiveness but would give also the alternative to buy online.

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