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研究生:馬妮卡
研究生(外文):Monica
論文名稱:創新中小企業研究─吸引力服飾創業計劃
論文名稱(外文):ThreAddiction: A Business Plan
指導教授:熊震寰楊百川楊百川引用關係
口試委員:陳銘芷張光正
口試日期:2012-04-20
學位類別:碩士
校院名稱:輔仁大學
系所名稱:國際創業與經營管理學程碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:126
中文關鍵詞:吸引力服飾創業計劃
外文關鍵詞:ThreAddictionBusiness Plan
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ThreAddiction is an online, fashion design network that offers high-end,
custom designed clothing at everyday low prices to a target market of young, career
driven women. ThreAddiction will offer consumers the ability to own high quality,
professionally custom-designed clothing without having to spend a fortune. This
new disruptive venture could potentially change the way that consumers shop for
clothing, especially high-end fashion retail clothing, forever.
Through the years, a retail gap has been created between low quality/low
priced and high quality/high priced fashion retailers. Furthermore, the new
trending buying behaviors of fashion retail consumers in the United States has been
to maximize the quality and lifespan of their purchases for their dollar, which is a
difficult position in the current fashion retail market. ThreAddiction will seek to
foster this new buying trend by targeting a the market of young, career driven
women professionals and enabling them to purchase high-end, custom designed
clothing without putting a strain on their wallet.
The intended solution that ThreAddiction will provide will essentially change
the entire supply chain for the fashion retail industry. ThreAddiction will do this by
securing partnerships with local design schools to acquire the new industry fashion
designers that graduate from their programs. The designers will be the direct
suppliers to the consumers, thus completely removing the “middle-man” (the
manufacturers) and producing the clothes by hand to deliver to consumers. The
leading fashion high-end retail companies have monopolized the market of selling
unique, high quality fashion to consumers, while more than tripling their costs (3-
4% of retail price) in profit margins. Thus, segmenting their target market to
consumers who are willing to pay high prices for their clothing. On the other hand,
the industry’s leading low-end fashion companies have also been making large
profits by selling low quality clothes at very low prices, because their costs are even
cheaper due to poor quality and the consumer can only wear a piece of clothing from
them for about 2-3 wears before they will need to purchase it again (repeat sales).
However, neither of these fashion retail segments cater to the “in between”
consumer. This is the value opportunity that ThreAddiction intends to capture.
Targeting young women, ages 20-35, who are well educated and career oriented.
This opportunity gap fits this target market of women because they are the “movers
and shakers.” As well-educated and career oriented women, they look for quality
clothing to dress nice, but since they are still young in their careers, they do not have
the budget for the quality clothes that the high-end retailers offer. This is a problem
for these women because they are forced to sacrifice quality for lower prices.
Additionally, low quality clothes tend to have really short lifespans of only a few
wears and washes. As a result, the consumer has to purchase the same pieces of
clothing over and over again.
ThreAddiction’s strategy in seizing this gap between low quality/low priced
and high quality/high priced fashion retail is to focus on the opportunity to help
another market segment consisting of new industry fashion designers. By
implementing a strategic intimate and direct sales approach, ThreAddiction will be
able to offer fashion designers the opportunity to gain more industry experience and
build a diversified portfolio by designing the clothes that are requested from the
design orders that are sent in. ThreAddiction will also pay to each design school an
incentive of $10 per designer referred to build the network as quickly as possible. In
applying this business model, ThreAddiction will establish a way to provide the high
quality clothes that are needed, while also building a strong network of designers
that will be able to use and promote the network as a platform to earn an income.
This disruptive value that ThreAddiction’s service will be offering will be a
fast growing phenomena, consisting of a swift entry into the market and the
generation of quick revenues. To do this, ThreAddiction’s go-to-market strategy will
be to use marketing channels consisting of celebrity endorsement, high traffic
fashion blogs, and conducting public relations at events such as amateur designer
fashion shows. These are all ways in which ThreAddiction will seek to drive a very
healthy flow of traffic into its network website. These will be the most effective
marketing channels to drive heavy traffic because this large target market of young,
career driven women often use and relate to these marketing channels for
inspiration, advice, and/or new trends. Thus, pushing these channels is the most
effective way to reach ThreAddiction’s target market and will get a large amount of
these women to see what the network has to offer. If these marketing channels can
drive an average of about 15,000 visitors to ThreAddiction’s network site a year,
even if only 8,000 of those visitors actually create an account and make one
purchase, that would still create a significant amount of revenue.
ThreAddiction’s team will be composed of three members, the chief
executive officer, a PR and Marketing Coordinator, and an outsourced Programming
Specialist. All members of the staff team will hold high experience in the fashion
industry and will be individuals who posses a passion for the company’s future
growth. The idea is to hire a strong starting team who would share a sincere interest
in becoming shareholders in the company.
Building a sustainable competitive is a top priority for ThreAddiction. A key
success factor for ThreAddiction that will set them apart will be setting up an
organized operational management system with regards to its capacity, pipeline, and
quality assurance. Moreover, by arranging close partnership alliances with design
schools, ThreAddiction will be able to attain some control of its capacity of
designers and continuously earn more and more designer referrals. Also, in building
a large portion of the network based on designers with referrals from the fashion
schools that trained them, ThreAddiction will be able to ensure that they are well
skilled and trained professionals. This in conjunction with applying an intimate and
direct sales approach further advances the quality level of the service that
ThreAddiction will be offering. Thus in return will increase the chances of
ThreAddiction experiencing a low return rate from dissatisfied customers.
Future milestones for ThreAddiction are: 1) conduct a small test market run
to evaluate the operational flow and reaction of early adopters, 2) create a mutual
partnership with Opitex, a company offering a 3D CAD design program, 3)
continuing efforts to create strong alliances with U.S. and international design
schools to better configure an expansion strategy and 4) to devise the terms and
conditions for ThreAddiction’s celebrity endorsements.
The aspiration for ThreAddiction is for it to become the new mecca for
purchasing high-end quality, made-to-order clothing for everyday fashion retail
consumers at affordable prices.
I. Executive Summary ........................................................................................... 1
II. Industry Analysis ............................................................................................... 5
III. Market Research and Analysis ....................................................................... 14
IV. Economics of the Business ............................................................................... 19
V. Marketing Plan ................................................................................................. 23
VI. Operations Plan ................................................................................................ 28
VII. Design and Development Plan ........................................................................ 30
VIII.The ThreAddiction Team ............................................................................... 33
IX. Financials ............................................................................................... 35
X. References .................................................................................................. 44
XI. Appendices….……………………………………………………………......48
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