Fashion-Tech Disruption: The Ft.you Case Study

View Sample PDF

Author(s): Sahithi Josyula (Carnegie Mellon University, USA), Birud Sindhav (University of Nebraska at Omaha, USA), Dale Eesley (University of Nebraska at Omaha, USA)and Shana Redd (University of Nebraska at Omaha, USA)
Copyright: 2024
Pages: 19
Source title: Driving Decentralization and Disruption With Digital Technologies
Source Author(s)/Editor(s): Balraj Verma (Chitkara Business School, Chitkara University, India), Babita Singla (Chitkara Business School, Chitkara University, India)and Amit Mittal (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/979-8-3693-3253-5.ch003

Keywords: Engineering Science Reference / Human-Computer Interaction / Social Sciences & Humanities

Purchase

View Fashion-Tech Disruption: The Ft.you Case Study on the publisher's website for pricing and purchasing information.

Abstract

Conceptual research often lags in practice when firms disrupt business models. Immersive case studies help bridge this gap. This case explores the journey of a Hyderabad-based fashion-tech startup Ft.you. The fashion business is competitive and dynamic, saturated with players going head-to-head to stay relevant. Ft.you wants to change the way Indian women choose to dress with an innovative application that removes the hassles related to tailoring services, letting users customize the dress within an app, with input spaces for fabric selection and measurements. The case discusses the partnerships that Ft.you has established with fabric manufacturers and tailors and describes its marketing/sales strategies. It also documents the key decision points in the early stages of the journey of Ft.you.

The IRMA Community

Research IRM

Fashion-Tech Disruption: The Ft.you Case Study

Purchase

Abstract

Related Content

IRMA Sponsors