A Better Mistake

Italian entrepreneur Marco Agnolin launched the affordable luxury brand, A Better Mistake (ABM), with the belief that there were better, more sustainable ways to create and sell apparel. The company had received investment and was steadily growing. At the end of 2022, however, the CEO had to take several important decisions. These all centered on one question: how far could the company go in terms of sustainability and remain a profitable business? Specifically, he was deliberating over investing in two initiatives, a second-hand trading platform and an upcycling program.

Collection: IESE (España)
Ref: OIT-19-E
Format: PDF
Number of pages: 12
Publication Date: Apr 20, 2023
Language: English

Description

Italian entrepreneur Marco Agnolin launched the affordable luxury brand, A Better Mistake (ABM), with the belief that there were better, more sustainable ways to create and sell apparel. The company had received investment and was steadily growing. At the end of 2022, however, the CEO had to take several important decisions. These all centered on one question: how far could the company go in terms of sustainability and remain a profitable business? Specifically, he was deliberating over investing in two initiatives, a second-hand trading platform and an upcycling program.
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Year: 2022
Geographic Setting: Italia

Learning Objective

The goal of the case is to illustrate the various trade-offs involved in the sustainable fashion industry, in order to deepen students' understanding of operations and strategy. The case can be used in operations, strategy and entrepreneurship courses.

A Better Mistake

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"A Better Mistake"