Business Strategic Realignment for a Sustainable Fashion Brand
Bonita Ayularas,
Ilma Aulia Zaim
Abstract:Research Aims: This study aims to determine and formulate business strategies for House of Majik, an upcycling fashion brand, to redefine its business model as a sustainable fashion brand.
Design/methodology/approach: This study uses a conceptual framework which uses several steps and tolls, such as business environmental scanning through external analysis (PESTEL, Porter’s Five Forces, and Competitor Analysis), Internal Analysis (Value-chain Analysis), Strategy Formulation (TOWS Matrix Analysis), and R… Show more
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