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From PPG to VANCL: Business Model Evolution of Online Apparel Retailing
Xiaobu Wu; Xubo BaiCase IVEY-9B11M012-EEntrepreneurship, Marketing, StrategyIn October 2005, PPG pioneered a new business model for online apparel retailing in China. Targeting men’s low-end apparel, PPG’s new model met with great initial success due to its responsive supply chain, lighter distribution channel (i.e. no physical stores), and costly advertising. However, underlying limitations of PPG’s business model led to its eventual failure. Followers learned from both PPG’s successes and failures. VANCL, another onlin...Starting at €8.20