Plan de negocios digital para la comercialización de moda juvenil: caso OUR FASHION

Abstract

This project will be carried out at OUR FASHION, a well-established clothing brand that operates successfully from a brick-and-mortar location in Bogotá, with the goal of offering high-quality garments at affordable prices to the public. This project proposes a strategic expansion of an existing business by evaluating and defining its omnichannel model and the administrative roadmap for successful growth. Using this information, a business plan will be developed to drive growth, promote the brand, and add value to OUR FASHION. This project has been developed over several months in response to an issue identified regarding the business’s reliance on its physical store, as 100% of its sales occur at this location, overlooking the impact that online sales currently have. The impact of this proposal could result in a significant increase in sales, as according to figures from (Fenalco, 2025), urban fashion grew by 34% in Colombia in 2025, with Bogotá accounting for 31.8% of national consumption, thus representing a strategic opportunity for this sector. This business plan details a comprehensive analysis that includes a market study, an analysis of the organizational structure, and financial projections, among other analyses, to demonstrate the viability of the brand’s potential growth. Key findings of the market analysis, according to the Inexmoda Observatory (2025) 72% of consumers prefer a hybrid approach when making a purchase; this means they like to visit physical stores to try on and inspect clothing, even if the final purchase is made online—or vice versa. E-commerce accounts for 28% of total sales in the fashion sector, and in Colombia, 36% of online clothing purchases are made by women every two months. December accounts for 11.2% of annual fashion-related sales, driven by heavy foot traffic at physical locations—primarily in shopping malls—and simultaneous digital promotions. This plan aims to position OUR FASHION as a scalable omnichannel brand, transforming a physical store into a local benchmark for urban fashion in Bogotá.