Studio Synonyme: 透過永續產品賦予個人風格的服裝品牌

Abstract

本文介紹了柬埔寨為年輕男性專業人士的永續時尚品牌 Studio Synonyme 的全面商業計劃。品牌將提供雋永的風格、舒適的布料和價格實惠的商品。儘管柬埔寨是全球服飾製造中心，但其國內零售市場仍欠發達，主要由進口快時尚主導，缺乏以實惠價格提供符合道德標準的生產的品牌。 Studio Synonyme 的策略定位是透過提供高品質、價格親民的服裝來填補這一市場空白。此外，該商業計劃採用了混合方法研究方法，包括來自柬埔寨 55 位參與者的定量調查數據。這項初步研究旨在評估消費者的購買行為、對永續商品的支付意願以及對風格和符合道德標準的品牌的偏好。主要研究結果證實，市場對永續性議題的認識日益增強，並且具有社會意識的消費者群體對做工精良、價格實惠的時尚產品有著明確的需求。此外，該計劃概述了全面的營運策略，包括在柬埔寨建立本地生產合作夥伴關係、直接面向消費者的電商模式以及分階段的成長路線圖。這個商業模式的核心要素之一是承諾將至少1%的年度淨利潤投資於服裝業的女性賦權項目。財務預測表明，Studio Synonyme 是一家具有商業可行性的企業。

Key words: Sustainable Fashion, Ethical Entrepreneurship, Workwear

This paper presents the comprehensive business plan for Studio Synonyme, a sustainable fashion brand for male young professionals in Cambodia. The brand will offer timeless style, comfortable fabrics and affordability. Despite Cambodia’s status as a global garment manufacturing hub, its domestic retail market remains underdeveloped, dominated by imported fast fashion and lacking in brands that offer ethical production at an affordable price point. Studio Synonyme is strategically positioned to address this market gap with high-quality, accessibly priced apparel. In addition, the business plan is supported by a mixed-methods research approach, including quantitative survey data from 55 participants in Cambodia. This primary research was conducted to assess purchasing behaviors, willingness to pay for sustainable goods, and preferences regarding style and ethical branding. Key findings confirm a growing market awareness of sustainability issues and a clear demand for well-made, affordable fashion among a socially conscious consumer segment. Moreover, the plan outlines a comprehensive operational strategy, including local production partnerships in Cambodia, a direct-to-consumer e-commerce model, and a phased growth roadmap. A core component of the business model is a commitment to invest a minimum of 1% of annual net profits into women’s empowerment initiatives within the garment sector. Financial projections indicate that Studio Synonyme is a commercially viable enterprise.