Whether it is feasible to open a cashmere customized clothes shop in Aalborg?: Whether it is feasible to open a cashmere customized clothes shop in Aalborg?
Authors
Donets, Victoria ; Wang, Donghui
Term
4. Term
Publication year
2017
Submitted on
2017-08-09
Pages
158
Abstract
Specialet undersøger, om det er realistisk at åbne en butik i Aalborg med skræddersyede cashmere-produkter. Forfatterne kombinerer teori om forretningsmodeller (bl.a. Business Model Canvas og værditilbud), forbrugeradfærd, brand og kundetilfredshed samt country-of-origin-effekter med en stor spørgeskemaundersøgelse med 1.000 besvarelser. Analysen dækker kendskab til cashmere, tidligere køb, motiver og barrierer for at vælge kundetilpassede varer, ønskede produktkategorier, betalingsvillighed (fx 900 kr. for en sweater og 1.800 kr. for en frakke), acceptable ventetider samt holdninger til pris, kvalitet, mærker og kinesisk produktion. På baggrund af disse data forudser forfatterne, at konceptet er gennemførligt i Aalborg, hvis visse forudsætninger opfyldes—særligt konkurrencedygtige priser og tydelig værdikommunikation. Specialet diskuterer, hvordan omkostninger kan sænkes ved at producere i Kina og sende til Danmark, og giver anbefalinger om brandopbygning, kanaler og pleje af kundetilfredshed for at reducere risici. Arbejdet giver dermed et praksisnært rammeværk til at vurdere en forretningsmodel før lancering.
This thesis examines whether it is feasible to open a customized cashmere clothing shop in Aalborg. The authors combine literature on business models (including the Business Model Canvas and value propositions), consumer buying behavior, branding, customer satisfaction, and country-of-origin effects with a large survey of 1,000 responses. The analysis covers awareness of cashmere, prior purchases, motivations and barriers to customization, desired product types, willingness to pay (e.g., DKK 900 for a sweater and DKK 1,800 for a coat), acceptable waiting times, and attitudes toward price, quality, brands, and Chinese-made products. Based on these data, the authors forecast that the concept is feasible in Aalborg if key conditions are met—particularly competitive pricing and clear value communication. The thesis discusses lowering costs by producing in China and shipping to Denmark, and offers recommendations on brand building, channels, and maintaining customer satisfaction to mitigate risk. It thus provides a practical framework for evaluating a business model prior to launch.
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