Amber’s Wave

Nancy A. Oliver
Revised by: Nancy J. Rabolt , Judy K. Miler

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208796.0017
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A high-school student started making belts and other accessories to create her own unique look, something different from what was found in local stores. A true entrepreneur, at first she made items for herself and acquaintances; then she employed others creating a small cottage industry. She soon officially established a small business with a registered name and tax ID number, and eventually it grew into a multimillion dollar accessory manufacturing business. As the company grew, production went overseas to limit costs and remain competitive. The original intent of the product was that it be unique and not similar to mass-produced and mass-marketed goods. But to expand her business, the owner is considering selling directly to the consumer on her own website. This would increase volume but can she maintain uniqueness? Selling direct to the consumer has never been part of the business plan and she is not familiar with online technology. The new technologically oriented young employees recommend going online, but would this jeopardize stability of the core business? The question is how to grow this business.

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