Case Studies – Ken Pucker http://kpp.active-interactive.com Writer, Investor, Advisory Director, Berkshire Partners - Professor of Practice, Fletcher School Tufts University Wed, 15 Feb 2023 22:38:19 +0000 en-US hourly 1 https://wordpress.org/?v=6.6.1 http://kpp.active-interactive.com/wp-content/uploads/2022/07/cropped-PhotoKP-32x32.jpeg Case Studies – Ken Pucker http://kpp.active-interactive.com 32 32 Allbirds: Decarbonizing Fashion http://kpp.active-interactive.com/case-studies/allbirds-decarbonizing-fashion/ Sat, 23 Jul 2022 21:42:31 +0000 http://kpp.active-interactive.com/?p=111 Harvard Business Publishing: August 2021, Revised November 2021

Highly Commended Sustainability Case Study for 2022 by the Financial Times

Allbirds LogoAllbirds is a footwear startup focused on simple design, comfort, and sustainable natural materials. The case describes the company’s product development process that works with suppliers to develop natural materials including wool and sugarcane to substitute for conventional petroleum-based materials and leather. The case is set in 2021, when Allbirds was extending its product range into apparel, and expanding beyond its online store to open more retail stores around the world. Allbirds was freely sharing its know-how and material innovations with its competitors to try to scale its efforts to decarbonize fashion, but was also keen to remain ahead and differentiated based on simple design, comfort, and sustainable natural materials. The case highlights the growing environmental impact of the footwear industry, including from its use of leather and fossil-fuel-based materials, and its focus on shorter product lifespans.

https://www.hbs.edu/faculty/Pages/item.aspx?num=61128

 

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