Yoox: from disrupting and transforming the fashion business to becoming a global conglomerate (Part A and B + TN)

This is part of a case series. This case (consisting of parts A and B) describes YOOX's transition from a start-up to a global conglomerate. In contrast to traditional and established fashion and retail companies, the first Italian unicorn in digital technology disrupted a traditional industry by giving a second life to products that for manufacturers and retailers represented a failure and drove the transition of this industry to the digital era. YOOX was founded when very few believed on the internet, and firms were reluctant to change their status quo. The case describes YOOX's foundations and historical development, the changes, and the challenges of being the first in the industry embracing the digital revolution, and the firm's actions in detail (Part A). The case describes YOOX's historical development and the firm's actions in detail. In particular, it is shown that despite a great vision and company's growth, to ensure long-term success, the company had to merge with a competitor, becoming the leading conglomerate in the digital fashion industry (Part B). The case covers several issues that many start-ups and established organizations face today: how to cross the chasm to scale-up? How to effectively combine humans and technology and cope with sustainability?