NEW BUSINESS IDEAS FOR A START-UP ENTERPRISE OF IMPORTED APPAREL : Young consumer behavior towards garment consumption in Finland

TL;DRAbstract

A main concept of this thesis is to invent a new business model for a start-up fashion company based on the research of young consumer behavior towards fashion apparel imported from Asian countries such as Vietnam and Korea. In this case, our target customers are those who are currently staying in\nFinland regardless of their nationality.\n\nNowadays business model innovation will become even more important for success than product/service innovation. No matter what basis a company is going to adapt for its business mode, an\ninnovative business model always consists of four interlocking elements (customer value proposition, profit formula, key resources, key processes) that are taken together to create and deliver value for both a company and its customers. We have been conscious of the extent of this matter; we conducted\na market research in which we particularly concentrated on studying the consumer behavior of young people to understand what they are doing with fashion goods; what

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