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Fashion-Tech Disruption: The Ft.you Case Study

Fashion-Tech Disruption: The Ft.you Case Study

Sahithi Josyula, Birud Sindhav, Dale Eesley, Shana Redd
Copyright: © 2024 |Pages: 19
ISBN13: 9798369332535|ISBN13 Softcover: 9798369345801|EISBN13: 9798369332542
DOI: 10.4018/979-8-3693-3253-5.ch003
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MLA

Josyula, Sahithi, et al. "Fashion-Tech Disruption: The Ft.you Case Study." Driving Decentralization and Disruption With Digital Technologies, edited by Balraj Verma, et al., IGI Global, 2024, pp. 36-54. https://doi.org/10.4018/979-8-3693-3253-5.ch003

APA

Josyula, S., Sindhav, B., Eesley, D., & Redd, S. (2024). Fashion-Tech Disruption: The Ft.you Case Study. In B. Verma, B. Singla, & A. Mittal (Eds.), Driving Decentralization and Disruption With Digital Technologies (pp. 36-54). IGI Global. https://doi.org/10.4018/979-8-3693-3253-5.ch003

Chicago

Josyula, Sahithi, et al. "Fashion-Tech Disruption: The Ft.you Case Study." In Driving Decentralization and Disruption With Digital Technologies, edited by Balraj Verma, Babita Singla, and Amit Mittal, 36-54. Hershey, PA: IGI Global, 2024. https://doi.org/10.4018/979-8-3693-3253-5.ch003

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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.

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