ECOALF: Because there is no Planet B
Case Study

ECOALF: Because there is no Planet B

17 pages
September 2020
Reference: IMD-7-2073

MADRID, MARCH 2019. ECOALF was born from the belief of Javier Goyeneche that something had to be done to ensure the sustainability of the planet. How was it possible that in 2019 airlines still gave passengers plastic bottles when it was a well-known fact that less than 50% of them would be recycled. ECOALF was Javier’s personal contribution to the quest for a better, more responsible future: a truly sustainable fashion company that did not use up natural resources but sourced only recycled products harvested from the ocean as raw materials. This new generation of products would be of the same or superior quality and design as the best non-recycled products. ECOALF’s early achievements were already making headlines, but positive PR did not free Javier from more mundane financial considerations, as he struggled to raise cash from investors to accelerate the development of the company. Getting to a critical size was a matter of survival for the company, to gain impact and profitability, and investors wanted to see more of that. That required figuring out the business model, an adequate portfolio mix and other strategic considerations. Building a brand on values was never easy but sustainability superseded those reservations and impacted everyone. Indeed, there was no planet B…

Learning Objective
  • Developing virtuous circular economy models
  • Sustainability as opportunity
  • Building a fashion brand on sustainability
  • Developing a culture on strong values
  • Managing growth expectations for stakeholders
  • Architecturing the value chain
  • ESG profile
Keywords
Entrepreneurship, Sustainability, Marketing, Fashion, Brand Building, Circular Economy, Environmental Responsibility, Growth Management, Pivoting, Team Building, Culture, Value, Supply Chain Management
Settings
Spain
Ecoalf, Apparel and Fashion, Textile
2014-2019
Type
Field Research
Copyright
© IMD 2020
Language
English
Related material
Teaching note, Video
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre, UK Office

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Fax +44 (0)1234 751125
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

The Case Centre, US office

Babson College

Babson Park, Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

2020 JOHN MOLSON MBA CASE WRITING COMPETITION AWARD WINNER (1st prize)
Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics