Posted: 5 Feb 2012
Date Written: November 18, 2011
Birchbox offers trial-sized beauty products delivered monthly by mail -- attracting rave reviews. Seeing the success of this model, numerous "copycat" clones seek to offer the same service. Many of these copycats focus on non-U.S. countries, but others are challenging Birchbox on its home territory. Can Birchbox defend its position? How?
Creating defensible business models; competing with "copycat" clones.
Suggested Citation: Suggested Citation
Coles, Peter A. and Edelman, Benjamin G., Attack of the Clones: Birchbox Defends Against Copycat Competitors (November 18, 2011). Harvard Business School Strategy Unit Case No. 912-010. Available at SSRN: https://ssrn.com/abstract=1998110