Co-creating Case Studies to Teach and Learn Fashion at a Business School

Case studies are a recognized method to teach and learn in a business school, as they provide the students with the opportunity to analyze real situations in companies in an in-depth manner. The goal of this paper is to describe a novel methodology of co-creating fashion case studies among students, professors, and companies in a fashion business school, and to establish learnings and improvements in this teaching methodology. Two are the methods used to create the cases: one top-down, triggered by fashion companies, and the other bottom-up, based on the students’ interests. The analysis of a sample of 133 cases elaborated in ISEM Fashion Business School of the University of Navarra (Spain) since 2005 shows both the evolution of the challenges faced by the Spanish fashion industry and the permanence of some topics across time. Moreover, it highlights the contribution of students and academics to the companies’ development.