在台灣開創歐洲古著時尚的品牌

Abstract

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Libelle's Business Concept is a vintage marketplace, focusing on providing a clean, uncluttered selection of fashionable, trendy and timeless vintage and second-hand apparel from Europe, aiming to create a seamless shopping experience that offers the same convenience and sorted selection that fast fashion retailers offer, however, in a sustainable and unique fashion. After conducting market and competitor analysis plus consumer research, I could identify a market gap within the reselling industry in Taiwan focusing on providing the desired costumer experience, which is not yet available on the market: helping the consumer to find unique products paired with affordable pricing. Libelle provide exactly that. One of the most crucial parts of the business will be the supplying side. Most competitors source via a C2B model. Libelle is planning to source in the very beginning through whole selling companies and own sourcing, but later creating a marketplace for secondhand and vintage stores, avoiding C2B, to provide a clean and uncluttered experience to consumers. This will be marketed through a community approach, creating traction on social media, while bringing the customer deep into the eco-system and driving a “customer-first” approach. Projections were done until year 5 (starting from 2024 as year 1), showing that libelle would need to hire in total 12 people by 2028 and breaking even in year 4. There are many uncertainties and risks ahead giving the high volatility not only of the global fashion industry, but of the global economy. At the same time, there are many future opportunities ahead, which are just touched at the end of the thesis like creating an offline store, a network of refurbishment partners, utilizing the rise of generative AI, making libelle my own personal vision to change the way we consume fashion.