Establishing a Fashion Start-Up Offering Modular Components (Creating Semi-Custom Final Product) While Keeping Costs Closer to Mass-Produced Range
In the year 2020 of the fast moving and global world where equality and individuality are in full swing, the authors have decided to spice up the dusty suit industry and give women the same opportunities as their male counterparts to offer fast, trendy, affordable and above all fitting suits.
Mihaela Simic & Milijana Micic, 2020
Bachelor Thesis, Mia|Suits
Betreuende Dozierende: Rolf Meyer
Keywords: start-up, suits, women, customized product, mass-production, costs
Bearing in mind that having more than 170000 women in Switzerland wearing suits at least once a year, there is quite a need and demand in our country to bring something ground-breaking. In general, the idea of making individual suits is not new but not many entrepreneurs were brave enough to bring it to the market, especially women suits. That is the reason why there is a much wider range of suits for men.
It is well known that every female body has its own characteristics. Especially, when looking at the modern individual offering, there are no options available for the female population.
The main aim of the thesis is to proof if it is possible to establish customized fashion products for a similar price to mass production fashion products, to test our hypothesis and to see what has to be done when establishing a new company. Nevertheless, the whole process was also tested and adjusted, during the first phases of our business process. To be able to do all the mentioned things, theoretical models from university as well as from books, experience from other entrepreneur and client behaviour were implemented in all steps of the development.
Suits are sold individually in large quantities. So, the practice of selling products also refers to the theory of customized mass production. The suit is mutated not only in the packaging but also in the use. While some women want simple everyday clothes, other women go to a big party wearing it and we can cover all needs. Now the concept has been extended to the online sales. Instead of us designing the products for customers, they can do herself from home. In the past, such products were mainly found in IT and much less in textile sales. But since every customer has individual needs, these pains should be covered. Instead of choosing a narrow but precise target group, MialSuits wants to dress all females in Switzerland, arbitrarily, according to their own wishes. This way MialSuits will achieve customer's joy in her own design and the great demand.
In order to offer the individuality, but still to create a guideline for each customer, MialSuits decided not to go for a typical mass customization, but rather a self-created product within the framework of the conditions. Thus, Mia|Suits as a salesperson can ensure that customer order a fitting suits without strange combinations.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Entrepreneurship