To read this content please select one of the options below: a fashion curation experiment

Irene Johnson (Office of the Vice Chancellor, O.P. Jindal Global University, Sonipat, India)
Nobin Thomas (Department of Organizational Behaviour and Human Resource Management, Indian Institute of Management, Indore, India)
Joshy Joseph (Department of Marketing Management, Indian Institute of Management, Kozhikode, India)
Priya Narayanan (Department of Marketing Management, Indian Institute of Management, Kozhikode, India)
Ameya Nambudiri (Department of Philosophy, Miranda House, New Delhi, India)

Publication date: 6 January 2023


Learning outcomes

The case is an example of the dilemma and constraints an entrepreneur faces as they go forward in implementing ideas while setting up an enterprise. Through the eyes of John, the case helps the participants to understand and analyse two distinct business models, the bricks and clicks model and an online aggregator model and evaluate them using a visual business tool like the business model canvas (BMC). Thus, the case helps the participants to:▪ Analyse the customer segments and demand.▪ Apply frameworks for analysing a new venture’s prospects.▪ Understand two distinct business models and learn how to sketch a business model using the BMC.▪ Compare various business model designs using the BMC template.

Case overview/synopsis

Set against the backdrop of high consumerism and haute couture, is an example of fashion aggregation and curation in the online platform. Once known as the fashion hub of Kerala with its crowded streets, cramped with boutiques on each corner, Convent Road lost its following as big and major stores left the miniscule space for better facilities in the name of development. This case follows Rijin John, founder and developer, through the course of his idea conceptualisation. In an attempt to regain its popularity through the internet, John set out to rope all the popular Convent Road boutiques into one platform. But, as more options became available, John was in a dilemma about whether he should continue to try to convince the indifferent boutique owners to be a part of his enterprise or explore an alternative model and create a platform for weavers while sacrificing the brand value of Convent Road.

Complexity academic level

The case is designed for use in an undergraduate or graduate-level course on entrepreneurship, marketing, business policy and managing growing ventures.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 3: Entrepreneurship.



The authors would like to thank Rijin John, Founder & CEO of, for his valuable and constructive suggestions during the planning and development of the case study. His willingness to give his time so generously has been greatly appreciated.Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.


Johnson, I., Thomas, N., Joseph, J., Narayanan, P. and Nambudiri, A. (2023), " a fashion curation experiment", , Vol. 13 No. 1.



Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

Related articles