THE INVESTIGATION INTO CREATING AN ONLINE ACCESSORIES BRAND FOR THE LUXURY WOMENSWEAR MARKET: SAYSH BOUTIQUE

Abstract

This dissertation is a combination of a subject based study and an enterprise based study, which has attempted to analyse the process to set up as a successful online luxury accessories brand, catering for the UK womenswear market. The subject side will be based on research, aiming to understand and investigate the online retail elements required to develop an online store for the business. Additionally, customisation in retail will be investigated in order to develop a business model for the brand, capturing the customisable elements of the value proposition. The research methodology will aim to shed light on this area to allow for a better understanding of the target market customers. The enterprise side aims to evaluate how attractive the accessories market would be, and the viability of successes for the proposed business. Initially the project concept and USP are defined, leading to an outline of the proposed market for the business, with an understanding of the surrounding business environments and their impacts. Furthermore, identifying the implications for commercialisation of the business, proposing a business model for the venture, and a financial analysis will given a better understanding for the viability of the proposed business.

Date of Award	1 Aug 2011
Original language	English
Awarding Institution	The University of Manchester
Supervisor	Pammi Sinha (Supervisor)