Case Study Analysis Preparation- Anima Iris
09-15-2024
Further Discussion on Ecosystem- Impact Gap Canvas
-
-
-
-
-
A tool that helps you map out problem and understand the landscape of current solutions
Challenge the assumption that social environmental change and organization getting
really big and creating change but it is a network of organizations that grow and create
change
The challenge
o Who’s effects
o What’s the history
o What’s the future
o What’s holding the status quo
Current landscape
o What has been tried before
o What’s working
o What’s not workings
o What are different models
What’s missing?
o Unaddressed gaps
o What are opportunities
o What needs to change
o Who is not beings served
Problem choices
o Food security
o Environmental and natural resource security
o Gender equality
Anima Iris’ Case Study
-
Bag company ran by MBA student.
Launched in Feb 2020
725k in sales
Spotted on TV shows
Doesnt have background in fashion
Economic opportunities for Africa
Handsewn in Africa (Dakar, Senegal)
Manufacturers 500 bags/month
First generation college graduate
Inherited 50k from mother after her passing
-
Owner saved 22k, made 86k a year manufacturing/operating company
Connected with small business owners in Ghana and Senegal
African hustle series, showcasing African people’s work
Used 5k from saving to create 50 purses and covering material and labor and traveling
expenses
23k in one day 3 months later
Generated 600k in sales in 2021
62k in revenue on black Friday
Branching out beyond ecommerce space
Anima Iris MBA Watch
-
-
-
-
Vision: representing a burgeoning generation of change makers and activists who want to
see good and do good. Reflect the future of a globalized Africa, whereby Africa is highly
regarded player in the global economy without the plagued historic exploitation
Mission: building a unique community of empowered women who are fashionable,
cultured, activists, and leaders leveraging their agency to create meaningful change.
Celebrates black women in ways other fashion brands fail
Company values: elevated, modern, sustainable, ready to wear
Strengths:
o Unique style and design, colors shapes and artistic elements
o Craftmanship
o Affordability
o Artisanal touch, add exclusivity and unique character to products, differentiable
o Versatility, various occasions casual to formal events, multifunctional
Weaknesses
o Lacks brand recognition
o Limited retail presence/locations, challenging for customers to experience the
brand in person or find products easily
o Trend driven designs, Avant Garde designs may not appeal to everyone, less
timeless
o Durability concerns, long term wear
How these Black Female Entrepreneurs are Building Wealth
-
Sharing pics on Instagram
Food blogging
Brand deals through collaborations
Sell through online stores, in stores, on personal website
Commercial work
NFTs
Inclusion
Creative director
Locust MBA Watch
-
“Entrepreneurship comes in different forms and is rooted in solving a problem or broad
concern”
What are the customer values? Sustainability, confidence
Competitors
-
-
-
-
-
-
Hermes
o Strengths:
 craftmanship
 exclusivity (Birkin and Kelly) highly sought after, long waiting lists
 Rich history and tradition
o Weaknesses
 Price, very expensive, inaccessible to many customers
 Availability: long waiting lists and limited availability of models
Chanel
o Strengths:
 Designs are iconic and timeless, classic style and elegance
 Quality
 Heritage of luxury and high fashion
o Weaknesses
 Price, very expensive inaccessible to many customers
Gucci
o Strengths:
 Bold contemporary designs, frequently reinventions of classic styles
 Craftsmanship and attention to detail
 Recognition, strong brand presence, recognized globally
o Weaknesses
 Consistency, frequent changes in design make product less timeless
 Price
Mansu Gavriel
o Strengths
 Design, minimalist clean lines, timeless versatile, chic
 Quality, durability and longevity
o Weaknesses
 Availability, limited retail locations, online presence make it harder to
access for some
 Simple aesthetics
OAD New York
o Strengths
 Emphasizes practice and functional designs without compromising style
o Weaknesses
 Limited range