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Advisor(s)
Abstract(s)
O conceito de Empreendedorismo é entendido como a forma de colocar em prática qualquer projeto pessoal ou empresarial através de uma atitude proativa face às lacunas que carecem de solução ou necessidades não satisfeitas.
O plano de negócios surge como uma ferramenta vital para o processo empreendedor aquando do planeamento, estruturação e defesa de uma nova ideia de negócio. Através da elaboração de um plano de negócios é possível compreender as múltiplas vertentes que compõem o negócio, e mais facilmente definir diretrizes estratégicas, avaliar a viabilidade económico-financeira e os riscos associados.
O presente trabalho de projeto apresenta a lógica e estrutura de um plano de negócios para a criação de uma marca portuguesa de roupa com o nome de Kamsy, especializada na produção e comercialização de roupa feminina sustentável por via E-commerce.
A marca representa uma alternativa às marcas de Fast Fashion, direcionada para mulheres preocupadas com questões de índole social e ecológica e que procuram produtos de moda sustentáveis com design intemporal.
A proposta de diferenciação da marca assenta na oferta de produtos de moda como vestidos, corsets e tops com design cottagecore produzidos sob sólidos princípios de sustentabilidade ecológica e social defendidos pela tendência Slow Fashion: produção em pequena escala com coleções limitadas de artigos; utilização de fibras naturais e/ou recicladas de origem nacional; embalagem reciclada; preferência por transportadoras com opções de entrega menos poluentes.
Atendendo ao método Business Model Canvas, procedeu-se à avaliação da viabilidade da implementação da marca idealizada no mercado português tendo em conta as nuances da envolvente externa e interna onde esta se irá inserir assim como a sua sustentabilidade económica e financeira.
The concept of Entrepreneurship is understood as the way to put into practice any personal or business project through a proactive attitude towards gaps that need solution or unmet needs. The business plan emerges as a vital tool for the entrepreneurial process when planning, structuring, and defending a new business idea. Throughout the preparation of a business plan,it is possible to understand the multiple strands that make up the business, and more easily define strategic guidelines, assess the economic and financial viability and the associated risks. This project work presents the logic and structure of a business plan for the creation of a Portuguese clothing brand named Kamsy, a concept for a brand specialized in offering sustainable women's clothing through E-commerce platforms. The brand represents an alternative to Fast Fashion brands, aimed at women concerned with social and ecological issues and demand for sustainable fashion products with timeless design. The brand’s differentiation proposal is based on the offer of fashion products such as dresses, corsets, and tops with cottagecore inspired design produced under solid principles of ecological and social sustainability defended by Slow Fashion such as: small-scale production and the display of limited items per collection (slow fashion); use of natural and/or recycled fibers of national origin; recycled packaging and preference for carriers offering less polluting delivery services. In view of the Business Model Canvas method, the feasibility of implementing the idealized brand in the Portuguese market is tested, considering the impacts of the external and internal environment where the brand is going to be located and its financial sustainability as well.
The concept of Entrepreneurship is understood as the way to put into practice any personal or business project through a proactive attitude towards gaps that need solution or unmet needs. The business plan emerges as a vital tool for the entrepreneurial process when planning, structuring, and defending a new business idea. Throughout the preparation of a business plan,it is possible to understand the multiple strands that make up the business, and more easily define strategic guidelines, assess the economic and financial viability and the associated risks. This project work presents the logic and structure of a business plan for the creation of a Portuguese clothing brand named Kamsy, a concept for a brand specialized in offering sustainable women's clothing through E-commerce platforms. The brand represents an alternative to Fast Fashion brands, aimed at women concerned with social and ecological issues and demand for sustainable fashion products with timeless design. The brand’s differentiation proposal is based on the offer of fashion products such as dresses, corsets, and tops with cottagecore inspired design produced under solid principles of ecological and social sustainability defended by Slow Fashion such as: small-scale production and the display of limited items per collection (slow fashion); use of natural and/or recycled fibers of national origin; recycled packaging and preference for carriers offering less polluting delivery services. In view of the Business Model Canvas method, the feasibility of implementing the idealized brand in the Portuguese market is tested, considering the impacts of the external and internal environment where the brand is going to be located and its financial sustainability as well.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Empreendedorismo Plano de negócios Moda feminina Sustentabilidade Business model canvas E-commerce Slow fashion Entrepreneurship Business plan Women's fashion Sustainability
Citation
Beato, H. M. S. M. P. (2023) Kamsy - Roupa sustentável. [Dissertação de mestrado, Instituto Superior de Contabilidade e Administração de Lisboa]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/17432