Chee, Cynthia Qian Ee
(2024)
CH Atelier : where magic is weaved into every stitch.
[Dissertation (University of Nottingham only)]
Abstract
CH Atelier's business plan presents a bold and necessary response to the pressing environmental and ethical issues plaguing the fast fashion industry. Our approach is twofold: firstly, to provide production and sampling services to B2B clients with our skilled workmanship, including both local and international designers, and secondly, to create custom, sustainable, and eco-friendly gowns for individual consumers.
We've identified a significant market opportunity in Kuala Lumpur for affordable, yet highquality, customized bridal and evening gowns. The current offerings from local designers are often prohibitively expensive and not environmentally conscious. In contrast, CH Atelier aims to fill this gap by providing tailor-made, sustainable garments at more reasonable prices. Furthermore, to address both affordability and environmental concerns, we're planning to introduce a gown rental service. This innovative approach aligns with the growing trend of circular fashion and addresses the increasing demand for sustainable options.
Our mission with CH Atelier is to transform the Kuala Lumpur festive, bridal and eveningwear scene. We aim to empower individuals to celebrate their special moments in style, with less financial or environmental burdens. Our unique combination of production expertise and market insight positions us to become a leading destination for one-of-a-kind gowns. As for the company’s objective is to offer a wide range of beautifully designed, tailor-made gowns at various price points, and to lead the way in sustainable fashion practices. We intend to utilize upcycled materials and promote a circular fashion model through our rental services. The social scene in Kuala Lumpur, with its frequent glamorous events, presents a ripe market for our services.
In the following parts of this plan, we shall delve more into our comprehensive marketing strategies, operational details, financial projections, and ambitious growth plans.
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