Skip to main content
About HEC About HEC
Summer School Summer School
Faculty & Research Faculty & Research
Master’s programs Master’s programs
Bachelor Programs Bachelor Programs
MBA Programs MBA Programs
PhD Program PhD Program
Executive Education Executive Education
HEC Online HEC Online
About HEC
Overview Overview
Who
We Are
Who
We Are
Egalité des chances Egalité des chances
HEC Talents HEC Talents
International International
Sustainability Sustainability
Diversity
& Inclusion
Diversity
& Inclusion
Stories Stories
The HEC
Foundation
The HEC
Foundation
Campus life Campus life
Summer School
Youth Programs Youth Programs
Summer programs Summer programs
Online Programs Online Programs
Faculty & Research
Overview Overview
Faculty Directory Faculty Directory
Departments Departments
Centers Centers
Chairs Chairs
Grants Grants
Knowledge@HEC Knowledge@HEC
Master’s programs
Master in
Management
Master in
Management
Master's
Programs
Master's
Programs
Double Degree
Programs
Double Degree
Programs
Bachelor
Programs
Bachelor
Programs
Summer
Programs
Summer
Programs
Exchange
students
Exchange
students
Student
Life
Student
Life
Our
Difference
Our
Difference
Bachelor Programs
Overview Overview
Course content Course content
Admissions Admissions
Fees and Financing Fees and Financing
MBA Programs
MBA MBA
Executive MBA Executive MBA
TRIUM EMBA TRIUM EMBA
PhD Program
Overview Overview
HEC Difference HEC Difference
Program details Program details
Research areas Research areas
HEC Community HEC Community
Placement Placement
Job Market Job Market
Admissions Admissions
Financing Financing
FAQ FAQ
Executive Education
Home Home
About us About us
Management topics Management topics
Open Programs Open Programs
Custom Programs Custom Programs
Events/News Events/News
Contacts Contacts
HEC Online
Overview Overview
Degree Program Degree Program
Executive certificates Executive certificates
MOOCs MOOCs
Summer Programs Summer Programs
Youth programs Youth programs
Instant

Gravity-Defying Fashion: a Business Case on Digital Fashion

Gravity-Defying Fashion: a Business Case on Digital Fashion
Case Study
Published on:

“Gravity-defying fashion” business case has been published recently on The Case Centre. Luxury expert, professor of Marketing Anne Michaut, investigated books, articles, and online databases on the fascinating yet still unknown topic of digital fashion, and from this study, shared insights through a fictitious business case.

virtual dress fashion_cover

Virtual dress that a consumer can buy online

Digital fashion, or ‘contactless cyber fashion,’ in other words, virtual digital fashion is 3-D clothing designed for humans and digital avatars. The clothing articles are created with 3-D computers without any fabrics or materials and do not exist in a three-dimensional format. Buying digital clothing online, the ease of purchase is as simple as any other online purchases of products and services. 

One of the main platforms for digital fashion is online gaming. Nearly 3 billion people around the world play video games, and that figure just keeps growing. The average gamer is 33 years old and upper-middle class, which nicely aligns with many fashion and luxury brands’ target demographic. Players spend an average of seven hours a week on games and collectively spend an estimated €100 billion ($107 billion) on goods in the virtual arena. 

Daphnée Prometheus, CEO of a luxury apparel company called Grass (a fictitious company and character), made it a habit to follow fashion trends on the internet. Grass, although founded in 1946 in Paris with a turnover of over €850 million ($855 million), had built its reputation on timeless and elegant pieces of clothing for those who could afford them and opened self-owned boutiques in 20 major cities. Daphnée was concerned about the staying power of the brand to keep it relevant and fresh for the younger generations of potential customers.

Moreover, she felt that the design process would be more creative and boundless, just the rejuvenation she had been looking for her company. In this context, Daphnée was considering whether digital/virtual/contactless fashion would be an opportunity. She was trying to analyze why customers would spend from 30€ ($32) to 1,000€ ($1,100) or much more on clothing that does not exist in the real world, only online.

Why this case

The case addresses questions such as:
•    Why are customers paying real money for virtual clothes? What is the value proposition for these customers? 
•    Is it a good moment for luxury brands to enter the virtual fashion business? 
•    What are other positive spillover effects for fashion companies like Grass to enter the virtual fashion market? 
 

Find this case study on The Case Centre here.

Related content on Case Study

Case Study
Circular Magic? Carpets Reborn at Desso
Laurence Lehmann-Ortega
Laurence Lehmann-Ortega
Professor (Education Track)
Helene Loning - HEC Paris
Hélène Löning
Associate Professor and Academic Director
Laurence Lehmann-Ortega
Laurence Lehmann-Ortega
Professor (Education Track)
Bertrand Quélin
Bertrand Quélin
Professor, holder of the Bouygues Chair on "Smart City and the Common Good" (2020-2023)
Subscribe button for Knowledhe@HEC newsletter

Newsletter knowledge

A monthly brief in your email box and 3 issues of the book per year.

follow us

Insights @HECParis School of #Management

Follow Us

Support Research

Our articles are produced thanks to our reader's support