Plan de Negocio: Moda Masculina y Sostenible en Bogotá

Abstract

The fashion and personal care industry requires focusing on the gender sector masculine, the objective is to design a business plan focused on the creation of a sustainable men's fashion company in Bogotá, that is 100% Colombian, inspired in Greek mythology, with sustainable and sustainable textile production, and presenting a circular economy approach. The use of “Design Thinking”, interpretations with the platform Jamovi, discussions and arguments with primary and secondary sources with analysis Qualitative and quantitative data guide this proposal. Different points will be evaluated and analyzed from brand perception with variables. such as: “naming”, slogan, colorimetry, meaning of the brand and other variables that will be mediated through a data collection instrument called a survey, in this same meaning from within the brand, an explanation will be made as to why it is decided to create the brand with this type of differential characteristics, from where its root and inspiration, emphasizing and carrying out different studies, including a study of Benchmarking, to evaluate and compare direct and indirect competition.

This will show different data and sources collected through the market research, where the panorama of the textile sector will be evident, macro and micro way, in order to highlight the points that should be paid attention to, where Forza will come in to meet or cover the perceived needs in a unique and different way, highlighting and explaining the value offer that the brand has. From this, the value proposition will be defined by building the personality of the company. brand, identifying its structure, representation and use, in order to develop the brand and present the products that the target audience needs. To establish a brand, it is It is essential to think about the rules and laws that can protect it, as well as the investment. that involves creating each product, for this it is kept in mind how the product is going to be built. organization carrying out a legal and financial study and taking into account that being present in the textile sector can generate environmental impacts, which will be regulated with corporate standards and strategies to mitigate environmental damage and focus on sustainability and sustainability from the raw material, production process and delivery of product to the end customer