WILDFANG Innovation

In one of my marketing courses, I was tasked with analyzing the Harvard Business Case, “Business Model Innovation at Wildfang” and suggesting recommendations for the company moving forward. Emma Mcilroy is the CEO of Wildfang, a fashion brand she built after realizing a void within the women’s retail industry. The heart of Wildfang is the spirit of their customers. These are individuals that identify as bold, empowered, independent, rebellious, and tomboyish, and wish to convey this through their style. As Mcilroy fills this gap within the retail industry and provides a welcoming space for her audience and their desires, she must navigate the future growth of her business by choosing between two different business models. Mcilroy is tasked with determining which of the two models she is planning to use for her 2017 expansion pitch.