Abstract

The case “Styched: Re-Thinking Fast Fashion through AI,” discusses in detail the D2C business model of India-based fast fashion startup Styched that sold merchandise that it created in collaboration with celebrities from all walks of life. The affordable fast fashion brand was targeted at youth. The company’s operational strategy of production on demand not only helped it maintain zero inventory and zero wastage, but also enabled it to be profitable from day one. The case takes an in-depth look into the technologies such as Artificial Intelligence (AI), Machine Learning (ML), and Rapid Data Analysis adopted by Styched to streamline its various business processes. Can the innovative startup with technology at its core realize its vision of becoming the No. 1 affordable fast fashion brand globally?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the various e-business models
• Analyze the nuances of the D2C e-business model
• Devise an appropriate marketing strategy for a fashion startup
• Scrutinize the production on demand operations strategy
• Examine the role played by technologies such as Artificial Intelligence (AI) and Machine Learning (ML) in the business processes of a fashion startup

Keywords

Artificial Intelligence; Startup; Machine Learning; Production on demand; Operation Strategy; Production Management; Rapid Data Analysis; E-business; B2C; D2C; Fast Fashion; Digital Marketing; Social Media; Product Returns; Zero Inventory