The Evolution of a Fashion Company in the Digitalization Era: An Ecosystem Approach.

Livia Spatafora & Mariano Nardone

Student thesis: Master thesis


This study conducts a single case study on the evolution of the ecosystem of a fashion retail company, traditionally reliant on the physical network, in the era of digitalization. The Orchestrating Actor Ecosystem perspective is used to understand the dynamicity of the relationships among the main business actors. The Danish fashion company Minimum a/s constituted the central focus in the research. To guide the study, a total of twenty interviews was conducted with fourteen different participants under a thematic analysis approach. The main findings suggest that a company operating in a conventionally analog sector, primarily reliant on the physical interaction between product and potential buyer, can effectively integrate the online dimension in the business model by leveraging on reciprocally valuable collaborations within and outside the organization. Furthermore, the research highlights the key role of adaptive capability in reacting promptly to the digitalization trends arising in the last years, especially in response to Covid-19 pandemic outbreak and the consequential disruption of physical networks in the retail industry. The study may ultimately offer some guidance for retail practitioners, by reaping insights on how to navigate uncertain and sudden changes in the market, leverage resources and promptly adjust to these shocks.

EducationsMSc in International Business, (Graduate Programme) Final ThesisMSc in Management of Innovation and Business Development, (Graduate Programme) Final Thesis
Publication date2021
Number of pages187
SupervisorsRob Gleasure