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Blinge: Own Fashion, Not Clothes*

CASE STUDY, MARKETING MANAGEMENT
ET Cases - GSMC, 8 Pages

Case Preview

Blinge: Own Fashion, Not Clothes

 

Every woman wants to erase that fine line between appreciating a dress and buying it. Every woman wants to feel like a celebrity. We did it for every woman.

-- Shikhar Khanna, Founder

 

We want women to be free in making their choices, especially clothes. Because clothes is what matters to them the most!

-- Shashwat Gopal, Founder

 

We are not disrupting an existing market. We are creating an absolutely new market!

-- Pooja Dubey, Founder

 

On May 2nd 2015, Shikhar Khanna, Shashwat Gopal and Pooja Dubey, co-founders of Blinge, met over a cup of coffee. As Shikhar says, “It was a Saturday and we were planning to go out. When Pooja opened her wardrobe to say, “I have nothing new to wear.”

As Shikhar recalls, ‘Since ages women have hated being stuck with the same clothes taking up precious wardrobe space and eating up their wallets. We are simply turning their need for variety to a tangible product. We want women to live, think and spend money freely. We are trying to correct what consumerism has done to the ecosystems and the economy. We envision a world where women have an empty closet and are happy about it!’

The online facility is posing a competition to the fashion apparel retail outlets as it is a substitute of brick and mortar stores. Also, there is a rising trend in people using e-commerce sites to order clothes and parallel to that the probability of retail outlets like Shopper Stop and Aditya Birla Group entering into the online world to expand their purview. With the launch of Blinge in August 2015, the founders faced a challenge: today the people really don’t know that there is an option of saving 80% of the money they spend on clothes get the same experience of wearing extraordinary dresses by renting the outfits online..........

Teaching Note Preview

Blinge: Own Fashion, Not Clothes

 

Synopsis

Mumbai is known to be the heart of Bollywood film industry, where every individual, be of any age group, want to look trendy, stylish and has a dream to wear designer clothes. Blinge made this dream of those thousands of people come true in budget. This case study is about a Mumbai-based start-up company Blinge.com that has come up with an innovative idea of renting the designer clothes online.

The online facility is posing a competition to the fashion apparel retail outlets, as it is a substitute of these brick-and-mortar stores. Also, there is a rising trend in people using various e-commerce sites to order clothes and parallel to this there is a probability of retail outlets like Shopper Stop and Aditya Birla Group entering into the online world to expand their purview. Considering all these facts, Blinge came up with the facility wherein, the women can rent clothes instead of buying them.

However, great ideas come with great challenges. With the launch of Blinge in August 2015, the founders faced a challenge: today the people really don’t know that there is an option of saving 80% of the money they spend on clothes get the same experience of wearing extraordinary dresses by renting the outfits online.

Pedagogical Objectives

The objectives of the case study are:

  • • To understand the New Product Development Model. The case study will explore the company and its operation, origination of the idea, the process of design, development and final launch of the services by the company
  • • To discuss the challenges that the company is currently facing in the market
  • • To explore options for scaling up

 

Case Positioning and Setting

This case study can be used in MBA, Executive MBA or Executive Development Programs, for course(s) related to Product Development and Management.

Assignment Questions

  • I. Determine the competitive intensity and industry attractiveness of fashion industry.
  • II. Discuss the value proposition offered by retail stores and Blinge. Also, compare these value propositions offered by both of these channels.
  • III. What could be the other growth drivers in online retailing in fashion apparel industry other than those mentioned in the case?
  • IV. ...........

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Abstract

This case study is meant to introduce the students/participants to the concept of new product development process. Presented through Blinge, a Mumbai based start-up, this case study explores the various service development stages for a service whose concept is still new in an economy like India. Mumbai is known as the heart of  Bollywood (Hindi language) film industry, where every individual, be of any age group, want to look trendy and stylish and have a dream to wear designer clothes. Blinge made this dream of those thousands of people come true within their budget by providing a platform wherein, the users can rent clothes for every occasion at a price much less than what they would have spent on buying a new outfit. However, great ideas come with great challenges. With the launch of Blinge in August 2015, the founders faced a challenge: people really don't know that there is an option of saving 80% of the money they spend on clothes to get the same experience of wearing extraordinary dresses by renting the outfits online.


Pedagogical Objectives

  • To understand the New Product Development Model. The case study will explore the company and its operation, origination of the idea, the process of design, development and final launch of the services by the company
  • To discuss the challenges that the company is currently facing in the market
  • To explore options for scaling up

Case Positioning and Setting
This case study can be used in MBA, Executive MBA or Executive Development Programs, for course(s) related to Product Development and Management.


* GSMC 2016, IIM Raipur

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- Case Study
- Teaching Note (**ONLY for Academicians)
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