Make-to-order business model: slow fashion as a strategy

AALTO UNIVERSITY SCHOOL OF BUSINESS Mikkeli Campus ABSTRACT OF BACHELOR’S THESIS Author: Aino Kreetta Helena Valonen Title of thesis: Make-to-order business model: slow fashion as a strategy Date: 6 April 2021 Degree: Bachelor of Science in Economics and Business Administration Supervisor: Susan Grinsted Objectives The main objective of this study was to create an effective strategy for an online make-to-order business that practices slow fashion and targets mainly women as customers. Additional objectives of this study were to 1) reveal customer segments and markets that make-to-order businesses could target 2) define what is the unique value that make-to-order businesses bring to customers 3) identify the core resources and capabilities that make-to-order businesses utilize. Summary This research conducted both individual in-depth interviews and a survey. Individual in-depth interviews aimed to add to the understanding of what current made-to-order businesses offer and why. The survey aimed to understand what consumers demand and expect from made-to-order businesses. Conclusions The aspects of an effective made-to-order strategy included consideration to slow fashion, creating a unique customer experience and choosing the right production process regarding desired flexibility. Additionally, the made-to-order business model is suitable to compete in the middle market segment or in the luxury market. Made-to-order businesses should consider customization strategies and using online presence and technology strategically. Key words: slow fashion, made-to-order fashion, sustainable fashion Language: English Grade