During the Pandemic, Jeans Lose Their Cool

During the Pandemic, Jeans Lose Their Cool

 

Consumers’ on-and-off love affair with jeans has suffered a new setback during this pandemic.

Work from home as well as expanding waistlines have boosted the appeal of gym shorts, joggers, and sweatpants. A little over a year ago, Levi’s was betting on a new strategy and injection of capital to revive its fading image. Today, it finds itself in a dire situation after sales plummeted during the second quarter. Should jeans companies reinvent the iconic wardrobe staple or diversify their product mix during a period of uncertainty?

 


Video Spotlight: Levi’s CEO Remains Optimistic


This post is based on The Washington Post article, Goodbye, Jeans. The Pandemic Is Ushering in an Era of Comfort, by A. Bhattarai, July 28, 2020, and the YouTube video, Levi’s CEO Breaks Down How the Covid-19 Affected Second-Quarter Sales, by CNBC Television, July 8, 2020. Image source: alexandre zveiger / Shutterstock.

Discussion Questions:

1.  Think about your own pairs of jeans. What are their best features? What are their worst?

Guidance: The best features are likely to revolve around durability, versatility, looks, fit, color, and style. The worst features will probably be lack of comfort (especially in the Continue reading

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DIY Health Tests

DIY Health Tests

At-home health tests may promote better health at a lower cost.

Lab testing ranks high among the most unpleasant experiences people endure in their lifetimes. Because of their adverse relationship with lab testing and its cost, patients tend to miss screenings or simply ignore them. Everlywell has created multiple at-home tests that make it more convenient and cheaper for patients to get tested.


Video Spotlight: At Home Lab Testing


This post is based on the Bloomberg Businessweek article, At-Home Health Tests Get the Direct-to-Consumer Treatment, by A. Cohen, July 23, 2019, and the YouTube video, EverlyWell – At Home Lab Testing – How It Worksby EverlyWell, December 19, 2017. Image source: Shutterstock/peter verreussel.

Discussion Questions:

1. Using the HOQ framework, what are customer and product/process design requirements for lab testing?

Guidance: The patients’ or customers’ requirements are: health, convenience, speed, privacy, low cost, reliability, and personal involvement in care. The product/process requirements include test availability at major pharmacies, at-home testing for privacy, affordable retail cost and partnership with insurance companies, easy mail-in process, online results and professional consultation, and CLIA-certified labs.

2. What are the steps you go through when getting a lab Continue reading

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Dressed for Success in the Gaming World

Dressed for Success in the Gaming World

Two young female graduates from the Parsons School of Design went where no other sports apparel company had gone before: the world of esports.

Their attention to detail from design to promotion of the finished product gained them the respect of top gamers, thereby giving them great visibility in a market that was rather obscure until recently. Already established as the leader in esports apparel, their company, Ateyo, is poised to grow with the industry.


Video Spotlight: Watch Ateyo’s co-founders describe their products


This post is based on the Forbes article, Building the Nike of Esports: Meet the Female Founders Who Mastered the Art of Apparel Manufacturing, by C. Feiger, April 23, 2019; and the YouTube video, Ateyo’s Co-Founders!, by Ateyo, April 17, 2018. Image source: Shutterstock / Gorodenkoff

Discussion Questions:

1. How did Ateyo become a leader within esports? What are the order winners and qualifiers in its operations strategy?

Guidance: Ateyo was the first company to enter the market. As first mover, the company quickly established brand recognition and loyalty before major competitors entered the market. The order winners are 1) quality (high performance in terms of design tailored to gamers, fabric, Continue reading

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