http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
This case explains how Betabrand Inc (Betabrand), an online retail store providing clothing and accessories for men and women, manufactured the most popular clothing identified using crowdvoting of the designs, that is, the designs that best connected with fans. Chris Lindland, the founder and CEO of Betabrand, leveraged crowdvoting data to engage key audiences and make products that consumers wanted by also engaging them in designing the clothing rather than only voting on popular designs. Those ideas receiving the maximum votes were created through 3D printing as a prototype and displayed on the website. Betabrand encouraged customers to prepurchase based on the prototyped sample, and Betabrand undertook manufacturing if consumers ordered sufficient quantity for a particular prototype. By 2020 Betabrand wanted to improve the crowdvoting process further. How can Lindland improve the crowdvoting process? How can he leverage consumer design knowledge more effectively? The case encourages students to explore growth strategies that a firm can take. It also helps students examine the diversification strategy of a firm.