Lucy

Lucy.com Gr= oup Project

As you know, the next case project will be a group project based on Lucy.com. Lucy is an especially interesting company because it started here in Portland, <= st1:State w:st=3D"on">Oregon by one Nike Executive and one I= ntel Executive. The company launched to a great deal of fanfare pre-bubble. They started as an online property and then added a brick= and mortar retail store in New Yo= rk (to cement their trendy/fashion image) and expanded into catalog as well.&n= bsp; When the bubble burst they retrenched to just their bri= ck and mortar store. Since then they have brought in significant new funding, expanded their retail outlets across the country, grown successful= ly, and are now on the Web again. Of course, there are several things that are unique about this scenario: (1) they survived the dot com bubble, (2) t= hey showed incredible flexibility with respect to their business and business model, (3) they started online and really ended up finding success offline,= (4) somehow, through it all, they just made it work.

You will find a timeline with other details posted at: htt= p://www.cendix.com/downloads/education/Lucy_Activewear.pdf. The assignment is to spend some time as a group and find all the information that you can about Lucy.com (surf the Web, use analyst reports, consult loc= al executives, …). Use this information to pr= epare a 40 minute group presentation for the class (10 minutes following for Q&A). Every member of the group must participate in a significant= way in the presentation. Pretend that you are industry consultants. Answer the who, what, where, why, and when of Lucy.com. Remember to cite all your references. After seeing yo= ur presentation the audience should have a thorough understanding of the compa= ny, evolution, and strategy. Pay particular attention to how they started online and the environment at that time, how they ventured offline and embr= aced that model and why, and how they were able to ri= de it to success. Critique this approach and suggest some alternate strateg= ies that could have been employed.

The groups that we currently have are:

Group 1: Jason, Justin, Make, James

Group 2: Rachel, Andrew, Maggie, Thomas