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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Seamlessly Made in the USA By Immigrants

Seamlessly Made in the USA By Immigrants

Suuchi Ramesh wants to bring apparel manufacturing back to the US with the help of immigrant seamstresses and technologists.

Ramesh’s supply chain start-up provides custom solutions for the garment industry including her own manufacturing services. Her software uses real-time data to coordinate the supply chain from customers to fabric suppliers and support the flexibility required in this industry.


Video Spotlight: Meet one of Suuchi’s customers


This post is based on the Forbes article, Meet the Indian Immigrant Working to Bring Apparel Manufacturing Back to the U.S., by J. Vinoski, April 1, 2019, and the YouTube video, Inside Suuchi Inc (ft. Irina Kapetanakis, Founder of Obscür Intimates), by Suuchi, Inc., March 20, 2019. Image source: © Michele Constantini

Discussion questions:

1. Why is flexibility a competitive priority in the garment industry?

Guidance: Fashion items have a very short product life cycle. A quick response to changes in demand, i.e. flexibility, is therefore necessary to compete. Unless there is close and timely communication throughout the supply chain, rapid changes in demand at one link of the chain can create a “bullwhip” effect with shortages, delays, and extra inventory, which are all very costly in the garment industry. Continue reading

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