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Fashion Forward Dubai (FFWD): Digitally Transforming the Fashion Industry?

Published 27 Jun 2018
Reference 6395
Topic Strategy
Region Middle-East
Length 31 page(s)
Language English
Prizes & Awards

Winner of the 2018 EFMD Case Writing Competition in the Category 'MENA Business Cases'


The case discusses the globalization of fashion and the trajectory of Fashion Forward Dubai. Since its inception in 2013, FFWD had striven to offer an alternative to traditional fashion weeks by showcasing collections of local designers to fashion buyers, journalists and customers on the catwalk and on internet. Over 15,000 attendees came to the show and more than 100,000 followed it online. In 2018, FFWD’s co-founder, Ramzi Nakad, has to decide whether to continue the B2B+B2C event showcasing emerging brands in Dubai Design District, or create a digital fashion platform to sell direct-to-customers and give brands instant international exposure and access to e-commerce without the high costs of runway shows. The case asks to what extent the global fashion industry is ripe for digital disruption.

Teaching objectives

Discuss the challenges and opportunities for the emergence and development of a new fashion cluster in Dubai, using digital as a enabler, seen from the perspective of the global strategy options of an entrepreneurial firm based out of Dubai.

  • fashion
  • digital disruption
  • clusters
  • emerging markets
  • Dubai
  • digital transformation
  • digital platform
  • global strategy
  • international management
  • entrepreneurship
  • Q41718
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