Business Idea Report: The Brand Choice - Sustainable Fashion Analysis

This essay provides a comprehensive analysis of "The Brand Choice," a business idea centered around sustainable clothing and accessories. The report begins with an executive summary and introduction, outlining the company's core concept of offering eco-friendly fashion items through both purchase and rental options. It delves into the value proposition, emphasizing the brand's commitment to sustainable materials and addressing customer pain points through online surveys and affordable pricing. The essay then employs Mullins' seven-domain model to assess the business's viability, examining market attractiveness, industry dynamics, and competitive advantages within the clothing sector, particularly in the UK. It analyzes macro and micro market aspects, including market size, growth forecasts, and consumer behavior trends. The micro-market section focuses on market segmentation and the company's strategy to target environmentally conscious consumers. Further, the essay discusses the business model, revenue streams, and key resources, including financial resources and financing options. Finally, the report concludes with a summary of the key findings and implications for the business's success.

Essay

Executive summary
Business is the entity that involves in various activities such as commercial, industrial
and other activities that are relate to generating profits. It is important for the business to analyse
business ideas in terms of profitability, viability and other aspects that enable business to gain
sustainable competitive advantages. This report includes The Brand Choice organisation that
provide clothing and accessories to customers that are produced by sustainable material either on
rent or on full ownership. This report covers various aspects of new business idea such as market
segment, value proposition, macro and micro market.

Contents
INTRODUCTION...........................................................................................................................4
Main Body.......................................................................................................................................4
Value proposition.........................................................................................................................4
Macro Industry.............................................................................................................................5
Macro market...............................................................................................................................6
Micro Market...............................................................................................................................7
Micro Industry.............................................................................................................................8
Finance.........................................................................................................................................8
CONCLUSION................................................................................................................................9

INTRODUCTION
Business is defined as the organisation that engaged in various activities such as
commercial, industrial and professional activities. Organisations generating money or profits
through producing and selling products and services to customers. Business idea is the concept
of new organisation that is new and unique in market. In this report a clothing and accessories
organisation is taken into consideration named as “The Brand Choice” that produces its products
from sustainable material. Organisation provides its products at lower price than original price
because it manufactures products in bulk. The Brand Choice deliver its products through online
delivery and customers can buy or rent products from organisation. It is unique idea because it
saves environment as well.
Main Body
Value proposition
Value proposition is defined as the value an organisation promises to deliver to its customers
so, customers choose to buy organisational products over other organisations. Value proposition
makes organisation’s products and service attractive and it give reason to customers to purchase
their products and how business offerings are differentiated from other similar products. It helps
The Brand Choice to address organisational target customers. It is the short, clear and concise
statement that includes tangible and intangible benefits that are delivered by the organisation to
its customers. Value proposition in vital for business strategy and it helps business through
influencing decision-making of customers (Beyers and Heinrichs, 2020). The Brand Choice
promises to its customers to provide clothing as well as accessories that are developed from
sustainable material.
Customer pain point is defined as the specific problem that customers or prospective
customers of organisation are experiencing in the market place. Is customers having more pain
point than it impacts on business viability in market. As customers feel annoying with
organisational faulty products, time consuming services and delay in consumer services. The
Brand Choice conduct online survey to identify consumer pain points and provide them quality
products at affordable prices that enhances their experience from organisation.
The Brand Choice provides range of clothing products for all seasons such as summer, winter
and other seasons to children, man and woman as well as accessories items. All these products

are produced from the sustainable material that are bio-degradable that so not impact on
environment conditions. Organisation provides its products on fully sale and on rent that attract
customers because they get their desirable clothing and accessories items on affordable prices.
The Brand Choice deliver its products through online delivery that makes idea unique from other
competitors.
Mullins model: Mullins model is defined as the framework that is seven domains model that
helps entrepreneur to decide that their business idea is viable and marketable in business
environment (Çay, 2018) . It divides into seven parts for analysis that are related to macro and
micro markets. All these factors are explained below:
 Market domain is related to determine micro attractiveness at macro level. The Brand
Choice analyses that production of sustainable products in beneficial for the organisation
to attract higher customers.
 Identify the sector that is attractive and profitable for business is also important for The
Brand Choice to gain competitive advantages.
 Industry domain consists analysation of attractiveness of industry through conducting
porter’s five forces model. The Brand Choice is related to clothing or fashion industry
that have wide scope of growth and development.
 Look at sustainable advantages at micro level enable business to ensure its growth and
development.
 Team domain is related to examine team mission and propensity of risk. The Brand
Choice examines team capabilities and performance level to attain business goals and
objectives.
 Analysation team capability to execute critical success factors is important for
organisation to gain competitive advantages.
 Consider your team’s connectedness up, down, and across the value chain enables The
Brand Choice to lead their team efforts in right direction.
Macro Industry
The Brand Choice is the organisation that included in clothing industry that trades in
production and value chain the of clothing and garments (Chiu, Chu and Chen, 2018).
Respective organisation produces fashionable and sustainable products that are easily recycle

and protect environment from harmful impacts. Clothing industry is also determined as the allied
industry, garment industry, fashion industry as well as soft good industry. This business idea is
unique because it involved in providing sustainable products to customer either on fully
ownership or on rent at affordable prices.
As The Brand Choice operates its operations in United Kingdom and organisation has
various stores in different cities of UK. Respective organisation faces competition from various
organisations that are dealing in similar products and services. Marks & Spencer, ASOS, BD
Garments and other are the biggest clothing brands of UK that involved in providing quality
products and services to customers that impacts on business overall performance and profitability
level. The Brand Choice starts with unique idea of providing sustainable products even on rent
through online delivery. There are various barriers are imposed by clothing industry on new
organisations to enter in industry such as economics of scale, higher capital requirements,
accessibility of distribution channel, government policies and other restrictions (Khattak, 2019) .
All these barriers impact on organisational entry in new industry so these must be considered by
the manager before starting new venture in specific industry.
Macro market
Market size is defined as the total number of potential buyers of products within a specific
market as well as total revenue that generates through sales in that market. The Brand Choice is
the new ideas so it covers less market share than other famous clothing organisations. Respective
organisation conducts various advertisements through social media and other platforms to
enhance awareness regarding organisational sustainable and fashionable clothing and accessories
products that attracts large number of customers and persuade them to purchase organisational
products and services.
Growth forecast is defined as the estimation of revenue or growth in targeted market place. In
current scenario, customers are conscious and aware regarding environmental conditions and
prefer sustainable things (Lagė and Ancutienė, 2019). The Brand Choice is the business that
provides sustainable and fashionable clothing and accessories that fulfil needs and demands of
customers. In future thee concept of sustainability attract customers towards organisation and led
business towards growth and development.
Consumer behaviour is defined as the study of individual, group and organisation as well as
other activities that are associated with purchasing, using and disposing organisational goods and

services. It consists consumer attitude, emotions and preferences that impacts their buying
behaviour. There are various trends of consumer behaviour such as eco-friendly aspects, health
consciousness, hybrid way of shopping and others that influence the decision-making process of
consumers. The Brand Choice analyse all these trends and consider in business policies that
attract large number of customers towards organisation and persuade them to purchase business
products and services.
Micro Market
Market segmentation is defined as the process of dividing whole market into smaller sub-
markets on the bases of similarities. It helps business to target appropriate and profitable market
segment that helps business to attain determined goals and objectives in efficient manner. The
Brand Choice segments its customers the bases of their purchasing decisions, conscious towards
environment and people who like sustainable things to use (Majumdar and Sinha, 2018).
Respective organisation provides its products and services to all age customers that includes
children, man and woman. As it is new business idea, so The Brand Choice conducts primary
research to gather information and data regarding current market and customers’ needs and
demands. Respective organisation conducts interview and survey to gain depth analysis of
information. Organisation have prepared a questionnaire that includes questions that help
business to analyse customer’s preferences and requirements. Managers of organisation analyses
all information than develop policies and strategies fulfil needs and demands of customers and
enhances their satisfaction level with organisation.
The business idea of sustainable and fashionable clothing in quite suitable that helps business
to gain competitive advantages over other competitors. In current business environment,
organisations products and services that impact on environment in negative manner that is the
biggest problem. The Brand Choice produces clothing and accessories from sustainable material
that are biodegradable (Majumdar, Garg and Jain, 2021). The idea of organisation is viable in
current business scenario because it reduces negative impacts on environment as well as fulfil
needs and requirements of customers. Due the aspect of sustainability, customer attract towards
organisational products and services. Along with that, organisation also set affordable prices that
attract large number of customers towards organisation that enhances organisational profitability
and performance.

Micro Industry
A business model is a structure or a framework of a business that depicts an organisation's
working and operating functions. It describes the organisation's functions like planning,
organizing, staffing, recruiting and all other options that will be needed and these will result in
the profits for it. We THE BRAND CHOICE deals with the clothing and accessories in the
market and our target audience is women, kids and men. We provide our clothing of sustainable
material that are bio-degradable and are not harmful to the environment. There are various types
of business model. Some of them are B2C – Business to consumer, B2C – Business to consumer,
C2B – Consumer to business, C2C – Consumer to consumer. We Brand Choice deals with B2C
that is Business to Customers. We directly sell our products that is clothing and accessories to
our customers and users (Majumdar, Shaw and Sinha, 2020). We advertise our products through
all social sites, newspapers, televisions, and other platforms. We deal with sustainability in our
clothes and accessories that wouldn't harm our planet or environment in any manner. We provide
all our clothes and accessories on a reasonable price, as it will help us in capturing a great share
of clothing market.
Revenue stream is defined as the source of revenue of organisation. There are various
revenue streams that channel money into business or bank account. Transitional, service,
recurring and project are some revenue streams that are used by the organisation. It is the
revenue building blocks presenting the cash that is generated by the organisation from each
customer segment (Truett and Truett, 2019). Business need at least one great revenue stream
with the objective of making money. The Brand Choice uses recurring revenue stream in which
customers pay over and over to continue receiving the value for their initial purchase.
Key resources are defined as the building blocks describing the most important assets that are
important for developing business model. Business needs various resources to perform its
operations with efficiency and effectiveness. The Brand Choice has various resources such as
financial resources, intellectual resources, digital resources, human resources and physical
resources that enable business to attain its determined goals and objectives. The Brand Choice
organisation uses various sources of financing such as banks (Papadopoulou, Papasolomou and
Thrassou, 2021). Banks provides loan to the start-ups through analysing viability of their ideas
and its scope in future. Banks charge fix rate of interest to on the loan amount that is considered
as the cost of finance.

Finance
Cash flow forecast
Income statement

CONCLUSION
As per above report, it can be concluded that business involves in various activities that is
related to developing and providing products and services to customers in order to generate
profits. It is important for start-ups to analyse their idea and its viability in competitive business
environment. Organisations need to identify competitors in market, business model, source of
finance and market size to develop policies accordingly that lead business towards growth and
development.

REFERENCES
Books and Journals
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Khattak, A., 2019. Green innovation in south Asia’s clothing industry: Issues and
challenges. Sustainable Economy and Emerging Markets, pp.172-183.
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