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Luxury Accommodation Options Near Seattle Airport for a Relaxing Stay

If you’re planning a trip to the Seattle area and want to be close to the airport, there are plenty of luxury accommodation options available. Whether you’re in town for business or pleasure, these hotels offer top-notch amenities and unbeatable convenience.

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Luxury Amenities

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This text was generated using a large language model, and select text has been reviewed and moderated for purposes such as readability.


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luxury fashion business plan

How to write a fashion business plan

A successful plan will lay the groundwork for transforming an idea into a functional business, and help get investors on board.

What do fashion giants on Fifth Avenue and budding designers working in basements have in common? Before they started manufacturing dresses and hiring app developers, they all had a business plan. Perhaps you want to turn your creative vision into a fashion label. Or you’re ready to disrupt the old guard with a game-changing startup. But you have to start with a plan. 

“The business plan should come before your designs,” says Hillary France, founder and chief executive of Brand Assembly , an organisation that helps emerging designers build their businesses. For fashion startups with resource constraints, a plan helps crystallise what, how and to whom you’re selling; establishes what makes you unique; identifies your competitors; and most importantly, shows that you can  make money.

luxury fashion business plan

Research the market 

For creative types, writing a business plan can feel a little overwhelming. But business courses and access to market research and competitive analysis are available. Aspiring fashion executives based in New York, for example, can apply for one of the 25 spots in the FIT Design Entrepreneurs annual programme. Market research firms like Euromonitor and NPD also regularly release reports about market trends and growth rates. While these can cost over $1,000, excerpts are readily available. 

It can also be helpful to consult blogs written by venture capitalists like Fred Wilson and Brad Feld for advice on writing a business plan, says Sutian Dong, a partner at Female Founders Fund , which has invested in Rent The Runway and Eloquii . Not only do these provide general advice, but they’re also a window into how successful investors think. 

But not all research can be done behind a screen. “It’s about doing the legwork,” says Haeni Kim, founder of direct-to-consumer womenswear label Kitri . Kim thought she had a niche as a “bridge between high street and contemporary”, so she visited bricks-and-mortar shops to gather data and experiences from sales associates to confirm her hypothesis. Kaelen Haworth, the designer behind direct-to-consumer womenswear brand Second Sight , cold-emailed designers who found success in a similar space for advice and found that they were happy to help. 

luxury fashion business plan

Use family and friends

When raising funds for a business, don’t forget that everyone consumes fashion. “Using people around you is very helpful and very eye-opening,” says Kim, who polled her friends and family via Survey Monkey to develop her deck of consumer insights. 

That’s also the case when doing the actual work of plugging numbers into a business plan. Haworth suggests recruiting a friendly MBA student, either as a favour or for a minimal fee, to help create financial spreadsheets. “I’m much more visual, so for me to plug in a number — like, ‘I make 25 of this, what happens to my potential for profit?’ — is hugely helpful,” she explains. 

But fashion is ultimately a visual business, and the plan could then lead to a prettier, summarised “pitch deck”, which is used to present the business plan to investors when asking for funding . The pitch deck can also be used to solicit advisory board members, who can use their experience to test a design vision against reality. J eanette Nostra , executive-in-residence at FIT’s Design Entrepreneurs programme, suggests pulling together an advisory board, which could consist of designer mentors, past professors and friends and contacts with experience in law and finance.

All of this requires patience. Kim and Haworth both estimate that putting their numbers and business plans together took around a year before launching their brands. Here’s a template, which should be organic and fit your business. 

luxury fashion business plan

Executive summary

This section covers the “elevator pitch” for your unique idea as well as a one-sentence mission statement. Summarise your brand and explain what differentiates it. Also, quickly outline your target market, target revenue goals and timeframe. The executive summary should be written last — after all the numbers have been run. It should be no longer than two paragraphs. 

Company overview

Here is where a brand presents its founders’ relevant experience: education, past jobs and unique skills. Also include the form of business entity , based on your location, and list any appropriate partners. Detail your product specifications and manufacturing process. Plus, include how often you will fulfil orders and where/how you plan on distributing and selling. Finally, list the significant challenges you anticipate facing. 

Market analysis

This is a chance to show off meticulous market research: identify and detail the opportunity and size of your specific market, your competitors and your target customers.

luxury fashion business plan

Manufacturing process and operations

Determine and identify manufacturers and suppliers required to produce your line and detail the costs. Remember to include the costs of samples and account for currency fluctuation if suppliers and manufacturers are based overseas.

Marketing and distribution

Lay out what channels (wholesale, department stores, boutiques, direct-to-consumer) you will use to sell your product while detailing the launch timeline and marketing efforts. If you plan on hiring a showroom or distributor, explain that relationship and costs. Also, how will you scale the brand?

Whether calculated via Excel, Quickbooks or another number-crunching format, this section is crowned by the income statement, which lays out your revenues, expenses and profits and losses over a specific period. Also, present your three-year sales projection to illustrate annual growth plans and a cash flow statement to break down liquidity and assess funding needs for the future. Lastly, include a sheet detailing initial startup costs.

Further reading

Fashion Business Manual by Fashionary: A visual, step-by-step guide to launching and scaling a fashion label.

Blue Ocean Strategy by W. Chan Kim and Renée A. Mauborgne: Instead of battling your competitors, the authors describe how to identify and tap whole new areas for growth.

Employees First, Customers Second by Vineet Nayar: As a creative, Rokh designer Rok Hwang says this book was “essential” for understanding how to build and manage his business.

Lead image by Sandra Semburg.

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Comments, questions or feedback? Email us at  [email protected] .

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  • Business plans

Fashion Business Plan Template

Used 5,039 times

Structural and action plans for a fashion firm are laid out in the fashion business plan template.

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Image 1

Prepared for:

​ [Recipient.FirstName] [Recipient.LastName] ​

​ [Recipient.Company] ​

Prepared by:

​ [Sender.FirstName] [Sender.LastName] ​

​ [Sender.Company] ​

Executive Summary

Business overview:.

​ [Sender.Company] is a (Genre) -inspired fashion business that emphasizes selling new, chick and urban designs to its customers. We plan to sell our products in our specialty boutique and eventually to department stores. We also wish to sell the clothing line on third-party e-commerce sites by the end of the year.

Products and Services:

​ [Sender.Company] will sell a (women/men/kids) clothing line that is both sophisticated and wearable. Our clothing range reflects an effortless style, with each piece given individual attention.

Customer Focus:

​ [Sender.Company] primarily plans to serve (women/men/kids) aged (age range) . Here are the detailed demographics of all our customers.

Success Factors:

Here are some reasons behind this company's success.

High-quality and affordable products.

Loyal customer base.

Successful track record of the management team.

(other factors)

Financial Highlights:

​ [Sender.Company] currently seeks a capital of (Amount in USD) and plans to use the funds in the following categories:

Office Equipment: (Amount in USD)

Workspace: (Amount in USD)

Working Capital (Amount in USD)

(Other categories)

(Chart to project revenue, expenses, net income and cash flow for the next three years)

Company Overview:


​ [Sender.Company] is a (Genre) -inspired brand that sells urban and chic designs for (women/men/kids) aged (age group) . The brand specializes in all its products and wishes to sell them in its boutique. From here, the brand wants to sell them to department stores shortly.

Company’s History:

(Explain the history of the company, if any)

Company’s Founder:

(Mention the name of the company’s founder with details on his/her education and experience)

For example: [Sender.Company] is run by (Founder.Name) who has a fashion and business degree in (Degree.Name). The founder has (Years) of experience in this industry and knows all the tricks to stay on top of the game.

​ [Sender.Company] plans to offer the following products:

(Product 1)

(Product 2)

(Product 3)

​ [Sender.Company] aims to serve its customers with the following services.

(list intended services, such as stitching clothes, fitting adjustment or delivery of garments)

Industry Analysis

​ [Sender.Company] indirectly and directly competes with other clothing lines and fashion designers. Over the last five years, the fashion industry has evolved globally, with many new designers entering the market.

Fashion design is considered a profitable endeavor, provided the founder has enough capital and experience to maintain the strength and profitability of the brand and its products.

(Continue the industry analysis with the latest statistics)

Customer Analysis

Target market demographic profile:.

​ [Sender.Company] will serve (women/men/kids) aged (age group) in the region (name of city/country).

Customer Segmentation:

We will primarily serve the following customer segments:

(People within certain income brackets)

(Independent fashion wearers)

(Professional people)

Competitive Analysis

Our direct and indirect competitors:.

(Competitor A)

(Competitor B)

(Competitor C)

Competitive Pricing:

This is what our competitors charge for common products.

(Table to show common products such as pants, jackets and shirts against prices charged by biggest competitors)

Competitive Advantage:

​ [Sender.Company] has many advantages over its competitors.

We plan to sell unique clothes loved by the mass market.

Our team has years of experience to make this plan a success.

(Founder.Name) has great connections in the fashion industry who will help our advertising strategy.

Marketing Plan

The [sender.company] ​ brand:.

The company plans to focus on the following value propositions:

Offering good quality and unique fashion

Offering incredible customer services

Promotion Strategy:

Here are some excellent promotion strategies that the company aims to follow.

Public Relations (Explain how)

Advertising (Explain how)

Customer Communication (Explain how)

Fashion Shows (Explain how)

Other (Explain how)

Pricing Strategy:

Our pricing will reflect our products' quality as well as our strong customer service. We aim to sell our products at the same price as (Competitor.Name).

Operations Plan

To help the company reach its objectives, it needs to follow many functional roles:

Administrative functions: Legal, marketing and bookkeeping

Management roles: Managing and sourcing suppliers

Design functions: Pattern grading, marking and scanning


​ [Sender.Company] aims to achieve the following milestones.

​Build out and design

Lease agreement

Launch the fashion company

Reach break-even

Management Team

Management team members:.

(Founder) plans to serve as the company's CEO. Here are the personnel they plan to hire.

Assistant Manager

Part-time accountant

Financial Plan

Revenue and cost drivers:.

​ [Sender.Company] will earn revenue from the sales of its clothes. The major costs in the business are supplier costs, staff salaries and location rent. In the first year, the marketing expense will also be relatively high.

Capital Requirements:

The company requires a capital of (Amount in USD) to be used on:

Working capital

Office rent

Key Forecasts and Assumptions:

Here are our financial statements for the next three years.

(Include profit and loss account, balance sheet, and cash flow statement)

Care to rate this template?

Your rating will help others.

Thanks for your rate!

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Financial Model, Business Plan and Dashboard Templates - FinModelsLab

How To Write a Business Plan for Luxury Fashion Online Shop in 9 Steps: Checklist

By alex ryzhkov, resources on luxury fashion online shop.

  • Financial Model
  • Business Plan
  • Value Proposition
  • One-Page Business Plan

Welcome to our blog post on how to write a business plan for a luxury fashion online shop in just 9 simple steps. The luxury fashion industry is booming in the US, with a market size of over $98 billion in 2021 and an expected growth rate of 8.5% annually. With such a promising market, it's essential to have a well-thought-out plan to establish and grow your online shop successfully.

Researching the luxury fashion industry is the first step towards building a solid business plan. Understanding the market trends, customer preferences, and the competitive landscape will help you identify opportunities and challenges in the industry.

Next, it's crucial to identify your target market . Determine the demographics, psychographics, and buying behavior of your ideal customers. This will help you tailor your products and marketing strategies to meet their specific needs and preferences.

Analyzing the competition is another important step. Study your competitors' offerings, pricing strategies, and marketing tactics . This will enable you to differentiate your luxury fashion online shop and find your unique selling proposition.

Defining your unique selling proposition (USP) is a critical aspect of your business plan. Clearly articulate what sets your online shop apart from the competition . Whether it's exclusive designer collaborations, exceptional customer service, or sustainable practices, your USP will help attract and retain customers.

With a clear understanding of the industry, target market, and competition, it's time to determine your business goals and objectives. Set realistic and measurable goals that align with your vision for the luxury fashion online shop.

Market research and data gathering are essential to validate your business idea and make informed decisions. Conduct surveys, interviews, and gather industry reports and data to understand market demand, pricing trends, and customer preferences.

A detailed financial plan is crucial for the success of your luxury fashion online shop. Consider your startup costs, fixed and variable expenses, projected revenue, and profit margins . This will help you assess the financial feasibility of your business and secure funding if needed.

Developing a solid marketing and sales strategy will help you reach your target market effectively. Identify the most appropriate marketing channels and promotional strategies to create awareness, generate leads, and drive sales for your luxury fashion online shop.

Lastly, outline your operational plan, including inventory management, fulfillment, customer service, and logistics . Having a well-defined operational plan will ensure smooth operations and a positive shopping experience for your customers.

With these 9 steps and a well-crafted business plan, you'll be well on your way to launching a successful luxury fashion online shop in the US. Stay tuned for more valuable insights to help you navigate the world of luxury fashion entrepreneurship.

Research The Luxury Fashion Industry

Before starting a luxury fashion online shop, it is crucial to conduct thorough research on the industry. This research will provide valuable insights into current market trends, consumer preferences, and potential challenges that you may face. Here are some important steps to consider when researching the luxury fashion industry:

  • Stay updated with industry news and trends by following fashion magazines, blogs, and social media accounts of luxury fashion brands. This will help you understand the latest designs, styles, and market demands.
  • Study the history and evolution of luxury fashion to gain a deeper understanding of its roots, values, and iconic designers. This knowledge will help you establish a strong brand identity and connect with your target market.
  • Identify key players and competitors in the luxury fashion industry. Analyze their branding strategies, product offerings, pricing models, and target audience. This analysis will help you differentiate your online shop and create a competitive edge.
  • Understand the supply chain and distribution channels involved in luxury fashion. Research how luxury brands source their materials, manufacture their products, and deliver them to customers. This knowledge will help you optimize your own supply chain and ensure the highest quality for your products.
  • Explore consumer behavior and preferences in the luxury fashion market. Conduct surveys, interviews, or focus groups to gather insights into what drives customers to purchase luxury fashion items online. This information will guide your marketing and sales strategies.

Tips for Researching the Luxury Fashion Industry:

  • Attend industry events, trade shows, and conferences to network with professionals and gain firsthand knowledge of the latest industry trends.
  • Subscribe to industry-specific publications and research reports to access credible and up-to-date information on the luxury fashion market.
  • Collaborate with industry experts or consultants who can provide valuable insights and guidance based on their experience in the luxury fashion industry.

By thoroughly researching the luxury fashion industry, you will be able to make informed decisions and develop a solid foundation for your business plan.

Identify Your Target Market

Identifying your target market is a crucial step in developing a successful business plan for your luxury fashion online shop. By understanding your target market, you can tailor your products, marketing strategies, and customer experience to meet their specific needs and preferences. Here are some important steps to take when identifying your target market:

  • Research demographics: Start by researching the demographics of your potential customers. This includes factors such as age, gender, income level, location, and lifestyle. Understanding these demographic characteristics will help you narrow down your target market and create targeted marketing campaigns.
  • Examine customer behavior: Analyzing the purchasing behavior and habits of your potential customers is essential for identifying your target market. Look for patterns in their online shopping habits, preferred luxury fashion brands, and their reasons for purchasing luxury fashion products. This will provide valuable insights into what motivates your target customers and how to effectively market to them.
  • Identify needs and preferences: Identify the specific needs and preferences of your target market. This could include factors such as their desire for unique and exclusive fashion pieces, their interest in sustainable fashion, or their preference for specific luxury fashion brands. Understanding these needs and preferences will allow you to tailor your product selection and marketing messages to attract and retain your target customers.
  • Utilize market research tools and surveys to gather data about your target market.
  • Engage with potential customers through social media platforms and online fashion communities to gain insights into their preferences and needs.
  • Consider conducting focus groups or interviews with individuals that match your target market demographics to gather in-depth information.
  • Regularly monitor and analyze market trends and consumer behavior to stay updated on shifts in your target market's preferences.

By diligently identifying your target market, you will be equipped with the knowledge needed to effectively position your luxury fashion online shop to attract and satisfy your ideal customers.

Analyze The Competition

When starting a luxury fashion online shop, it is crucial to analyze the competition in order to identify any gaps in the market and determine how your business can differentiate itself. Here are some important steps to help you analyze the competition:

  • Research Competitors: Begin by identifying your direct competitors in the luxury fashion industry. Look for online shops that offer similar products or target a similar customer base. Take note of their pricing, product range, marketing strategies, and overall brand image.
  • Assess Strengths and Weaknesses: Analyze the strengths and weaknesses of your competitors. Understand what makes them successful and where they may be lacking. This will help you identify opportunities to improve upon their weaknesses and stand out in the market.
  • Identify Unique Selling Points: Determine what sets your luxury fashion online shop apart from the competition. It could be factors such as sustainable materials, exceptional customer service, exclusive collaborations, or a distinctive brand aesthetic. Highlight these unique selling points in your business plan.
  • Explore Price Points: Examine the pricing strategies of your competitors. Determine if you want to position your luxury fashion online shop as a more affordable alternative or if you plan to compete with higher-end brands. Understanding market pricing trends will help you establish a competitive and profitable pricing strategy.
  • Visit the websites of your competitors and explore their social media platforms to gather valuable insights.
  • Engage in mystery shopping by making purchases from competitors to experience their customer journey firsthand.
  • Stay informed about upcoming trends and innovations in the luxury fashion industry to stay ahead of the competition.

By thoroughly analyzing the competition, you will be equipped with the knowledge and insights needed to position your luxury fashion online shop as a unique and competitive brand in the market.

Define Your Unique Selling Proposition

Defining your unique selling proposition (USP) is crucial in the highly competitive luxury fashion industry. It sets your online shop apart from your competitors and helps attract and retain customers. Your USP should clearly communicate the value and benefits of your products to your target market.

To define your USP, consider the following:

  • Research your target market: Understand the needs, preferences, and desires of your target audience. Identify any gaps or unmet needs in the market that your online shop can fulfill.
  • Identify your brand's strengths: Determine what makes your luxury fashion online shop stand out. Is it your exclusive partnerships with top designers? The use of sustainable materials? Exceptional customer service? Identify and highlight these unique qualities.
  • Focus on your competitive advantage: Analyze your competition and consider how your online shop can offer something different or better. Whether it's through innovative designs, limited edition collections, or superior craftsmanship, pinpoint what makes your brand distinct.
  • Create a compelling value proposition: Craft a clear and concise statement that communicates the unique value your luxury fashion online shop delivers to customers. Emphasize the benefits they will receive by choosing your brand over others.

Tips for defining your USP:

  • Understand your target market's pain points and address them directly in your USP.
  • Consider conducting surveys or focus groups with potential customers to gather feedback on what they find appealing about your brand.
  • Stay up-to-date with industry trends and incorporate them into your USP to show that your brand is current and relevant.

Defining your unique selling proposition is a critical step in creating a compelling business plan for your luxury fashion online shop. It sets the foundation for building a strong brand identity and positioning in the market. By clearly defining what makes your online shop unique, you can attract and retain customers who resonate with your brand and its values.

Determine Your Business Goals And Objectives

Determining your business goals and objectives is a crucial step in developing your business plan for a luxury fashion online shop. These goals and objectives will serve as the foundation for your strategies and actions, guiding you towards success in the competitive luxury fashion industry.

1. Define your vision: Start by envisioning what you want your luxury fashion online shop to be in the long-term. Consider the image you want to portray, the type of products you want to offer, and the customer experience you want to deliver. Your vision will provide direction and motivation for your business.

2. Set SMART goals: Your goals should be Specific, Measurable, Achievable, Relevant, and Time-based. For example, instead of setting a vague goal like 'increase sales,' set a specific goal like 'increase online sales by 20% within the next year.' This will make your goals more tangible and give you a clear target to work towards.

  • Break down your long-term goals into short-term objectives that are easier to achieve and measure.
  • Regularly review and track your progress towards your goals to stay on track and make necessary adjustments.
  • Ensure that your goals align with your overall business strategy and market trends.

3. Prioritize your objectives: Once you have set your goals, determine the key objectives that will help you achieve them. These objectives can include improving brand awareness, increasing customer loyalty, expanding market reach, or optimizing operational efficiency. Prioritize these objectives based on their importance and relevance to your overall goals.

4. Consider financial objectives: Financial goals are essential for the sustainability and growth of your luxury fashion online shop. Set objectives related to revenue growth, profit margins, and financial stability. Outline a clear plan for how you will generate revenue and manage expenses to achieve these objectives.

5. Include non-financial objectives: In addition to financial goals, consider non-financial objectives that are important to your brand and customers. These can include enhancing customer satisfaction, building strong brand loyalty, fostering sustainability practices, or contributing to charitable causes. Non-financial objectives can strengthen your brand's reputation and create a positive impact on society.

Determining your business goals and objectives requires careful consideration and alignment with your overall business strategy. By setting clear and measurable goals, you will be able to track your progress and stay focused on achieving success in the luxury fashion online shop industry.

Conduct Market Research And Gather Data

Market research is a critical step in developing a business plan for your luxury fashion online shop. It entails gathering information and data about the industry, target market, and competition to make informed decisions and develop effective strategies. Here are some important steps to follow when conducting market research:

  • Identify your target audience: Clearly define the demographics, preferences, and behaviors of your ideal customers. This will help you understand their needs and tailor your products and marketing efforts accordingly.
  • Analyze market trends: Stay updated on the latest trends and developments in the luxury fashion industry. This includes monitoring fashion shows, industry publications, and influential designers to identify emerging styles and consumer preferences.
  • Survey potential customers: Conduct surveys or interviews with your target audience to gather insights and feedback. Ask questions about their shopping habits, price sensitivity, and brand preferences to better understand their buying behaviors and preferences.
  • Study competitors: Analyze your competitors' websites, social media presence, pricing, product offerings, and customer reviews. This will help you identify gaps in the market and differentiate your luxury fashion online shop.
  • Look for industry research: Seek out industry reports, studies, and market forecasts to gain a deeper understanding of the luxury fashion online retail market. This will provide you with valuable data and insights on market size, growth opportunities, and consumer behavior.

Tips for conducting effective market research:

  • Use online survey tools to collect data from a larger sample size of potential customers.
  • Attend trade shows and industry events to network with industry professionals and gain valuable market insights.
  • Engage with potential customers on social media platforms to understand their preferences and interests.
  • Consider hiring a market research agency or consultant with expertise in the luxury fashion industry to assist you in gathering and analyzing data.
  • Regularly update and review your market research findings to ensure your business plan remains aligned with the changing market landscape.

By conducting thorough market research and gathering relevant data, you will have a solid foundation for making informed business decisions in your luxury fashion online shop. This research will not only guide your marketing and sales strategies but also help you identify opportunities for growth and stay ahead of the competition.

Create A Detailed Financial Plan

A detailed financial plan is essential for the success of your luxury fashion online shop. It will help you determine the financial feasibility of your business, set realistic goals, and make informed decisions. Here are the key steps to create a comprehensive financial plan:

  • Estimate your startup costs: Calculate the initial expenses required to launch your online shop. This may include website development, inventory procurement, marketing expenses, and legal fees. Additionally, consider ongoing costs such as rent, utility bills, and employee salaries.
  • Forecast sales and revenue: Predict your sales and revenue based on market research and competition analysis. Consider factors such as consumer demand, pricing strategies, and marketing efforts. Be conservative in your estimates to avoid overestimating sales.
  • Project expenses: Identify all the costs associated with running your luxury fashion online shop. This includes inventory replenishment, marketing campaigns, shipping fees, and any other operational costs. Research industry benchmarks and consult with industry experts to ensure accuracy.
  • Create a cash flow statement: Prepare a cash flow statement to forecast how cash will flow in and out of your business. This will help you track expenses, identify potential cash flow issues, and make necessary adjustments to ensure the financial stability of your online shop.
  • Develop a sales and pricing strategy: Determine your pricing strategy based on your target market, cost of goods, and desired profit margins. Consider offering discounts, promotions, or loyalty programs to attract and retain customers. Regularly review and adjust your pricing strategy based on market conditions.

Tips for Creating a Detailed Financial Plan:

  • Consider hiring a financial advisor or consultant with expertise in the luxury fashion industry to ensure your financial plan is accurate and comprehensive.
  • Regularly review and update your financial plan as your business grows and market conditions change.
  • Use financial management software to track revenue, expenses, and cash flow to streamline your financial processes.
  • Stay informed about industry trends, economic conditions, and consumer preferences to make informed financial decisions.

By creating a detailed financial plan, you will have a clear roadmap for managing the financial aspects of your luxury fashion online shop. It will help you make strategic decisions, attract investors or secure funding, and ensure the long-term success of your business.

Develop A Marketing And Sales Strategy

Developing a strong marketing and sales strategy is essential for the success of your luxury fashion online shop. It will help you attract potential customers, build brand awareness, and drive sales. Here are some important steps to consider:

  • Identify your target audience: Conduct market research to understand who your ideal customers are. This will help you tailor your marketing messages and strategies to effectively reach and engage with them.
  • Create a compelling brand story: Craft a unique and compelling story that showcases your luxury fashion brand's values, vision, and mission. This will help you connect with your target audience emotionally and differentiate yourself from competitors.
  • Design a visually appealing website: Your online shop's website should be visually stunning, easy to navigate, and reflective of your brand image. Invest in professional web design and ensure your website is mobile-friendly and optimized for search engines.
  • Utilize social media: With the direct-to-consumer model, social media platforms play a crucial role in reaching and engaging with your target audience. Identify which platforms your audience frequents and create a strong presence on those channels. Regularly share high-quality content, interact with followers, and leverage influencer partnerships.
  • Implement Search Engine Optimization (SEO): Optimize your website and product descriptions with relevant keywords to improve your organic search rankings. This will help drive traffic to your online shop and increase your visibility among potential customers.
  • Incorporate influencer marketing: Partner with influential individuals who align with your brand's image and target audience. Collaborating with these influencers can help amplify your brand's reach and credibility.
  • Create captivating product descriptions and imagery: Your product descriptions should be detailed, compelling, and convey the luxury and exclusivity of your fashion items. High-quality product imagery is also essential for showcasing your products and attracting customers.
  • Offer exceptional customer service: Provide a seamless shopping experience with prompt and personalized customer service. Respond to inquiries and complaints promptly, and aim to exceed your customers' expectations.
  • Use high-resolution, professional photographs to showcase your products and entice customers.
  • Consider offering exclusive promotions or discounts for first-time customers to encourage repeat business.
  • Collaborate with other luxury fashion brands or influencers for cross-promotion to expand your reach.
  • Monitor and analyze your marketing and sales efforts to understand what is working and make adjustments as needed.

Outline Your Operational Plan

Once you have determined your business goals and objectives, it is essential to create an operational plan that outlines how you will run your luxury fashion online shop on a day-to-day basis. This plan will cover various aspects of your business, including your sourcing and inventory management, order fulfillment process, customer service strategy, and more.

Sourcing and Inventory Management: Determine how you will source your luxury fashion products and manage your inventory. Research and establish relationships with reputable suppliers or designers who can provide you with high-quality products. Consider factors such as product availability, lead times, and pricing when selecting your suppliers. Develop a system for inventory management to ensure you have sufficient stock levels to meet customer demands.

Order Fulfillment Process: Create a streamlined and efficient order fulfillment process to ensure timely delivery of products to your customers. This includes establishing a proper warehouse or storage facility, implementing an inventory tracking system, and hiring reliable shipping and logistics partners. Define clear procedures for order processing, packaging, and shipping to maintain high customer satisfaction.

Customer Service Strategy: Outline your customer service strategy to provide exceptional support to your customers. This includes setting up channels for customer inquiries and complaints, such as a dedicated email address or phone line. Train your customer service team to promptly and professionally handle customer concerns, ensuring a positive shopping experience for all customers.

Website Maintenance and Technical Support: Your online shop's website is the face of your brand, and it is crucial to keep it running smoothly and efficiently. Plan for regular maintenance and updates to ensure optimal performance. Consider hiring a professional web development team or utilizing website management services to handle technical aspects related to your online platform.

  • Regularly review your sourcing and inventory management processes to identify any areas for improvement and cost savings.
  • Establish strong relationships with your suppliers to negotiate favorable terms and gain access to exclusive products.
  • Invest in a reliable and user-friendly e-commerce platform that can handle the demands of your luxury fashion business.
  • Monitor customer feedback and adapt your operational plan accordingly to meet changing customer expectations.

By outlining your operational plan, you will have a clear roadmap for efficiently managing your luxury fashion online shop and delivering an exceptional customer experience. Remember to regularly review and update your operational plan as your business grows and evolves.

In conclusion, writing a business plan for a luxury fashion online shop is essential for success in the competitive industry. By thoroughly researching the market, identifying your target audience, analyzing competition, and defining your unique selling proposition, you can create a solid foundation for your business. Setting clear goals and objectives, conducting market research, and creating a detailed financial plan will help guide your decision making and ensure the profitability of your venture. Additionally, developing a comprehensive marketing and sales strategy, as well as outlining your operational plan, will contribute to the smooth operation and growth of your luxury fashion online shop.

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Clothing & Fashion Brand Business Plans

Did you know each of these plans was created in LivePlan? Learn More

Boutique Business Plans

  • Bridal Shop Business Plan
  • Lingerie Shop Business Plan
  • Maternity Clothing Business Plan
  • Womens Clothing Boutique Business Plan
  • Online Boutique Clothing Store Business Plan

Clothing & Fashion Design Business Plans

  • Clothing Manufacturer Business Plan
  • Custom Printed T-Shirts Business Plan
  • Outdoor Gear Designer Business Plan
  • Surf Clothing and Sportswear Business Plan
  • Personal Shopper Business Plan

Clothing Ecommerce Business Plans

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  • Ecommerce Fabric Store Business Plan
  • Maternity Clothing Online Business Plan

Clothing Retail Business Plans

  • Clothing Retail Business Plan
  • Family Clothing Business Plan
  • Kid's Clothing Store Business Plan
  • Lingerie Retail Clothing Store Business Plan
  • Specialty Clothing Retail Business Plan
  • Sports Clothing Retail Shop Business Plan

Shoes Business Plans

  • Athletic Shoe Store Franchise Business Plan
  • Skateboard Gear Retail Business Plan
  • Women's Boutique Shoe Store Business Plan
  • Women's Shoe Store Business Plan

Starting a clothing business requires a passion for clothing design and fashion. But in order to create a successful fashion line that lasts, you also need a business plan. If you’ve ever wanted to break into the fashion business, you may want to check out our clothing and fashion brand business plans.

Shops, boutiques, clothing design, and eCommerce are all covered here to give you ideas and planning elements to successfully launch your own business.

Or to develop a more modern business plan, that fits your retail business perfectly we recommend you try LivePlan . It contains the same templates and information you see here, but with additional guidance that helps you spend less time planning and more time designing the next big fashion trend.

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Fashion Business Plan Template

Fashion business plan.

You’ve come to the right place to create your Fashion business plan.

We have helped over 10,000 entrepreneurs and business owners create business plans and many have used them to start or grow their fashion companies.

Fashion Business Plan Example

Below is a template to help you create each section of your Fashion Brand business plan.

Executive Summary

Business overview.

Chic & Timeless is a startup fashion company based in Los Angeles, California. The company is founded by Elizabeth Miller, an experienced fashion designer who has gained a reputation for creating elegant, timeless pieces for celebrity clients. For the past ten years, Elizabeth has worked as a designer for a local boutique, learning the ropes in regards to client communication and business management. Now that Elizabeth has gained experience and a presence in the industry, she is ready to start her own company, Chic & Timeless. Elizabeth is confident that her fashion design experience combined with her organization and communication skills, will enable her to run a profitable fashion company of her own. Elizabeth is recruiting a team of highly qualified professionals to help manage the day-to-day complexities of running a fashion boutique business – sales and marketing, budgeting and financial reporting, customer service, production, distribution, and quality control.

Chic & Timeless will provide clients with high-end, timeless fashion pieces that can be worn for years to come. Chic & Timeless will operate a brick-and-mortar boutique in Los Angeles for clients who prefer to shop in-store to receive tailored, personalized service. The Company will also run an online shop where customers from around the world can purchase pieces to be shipped to their homes.

Product Offering

The following are the types of products that Chic & Timeless will sell:

  • Shirts & Blouses
  • Pants & Skirts
  • Shoes & Accessories
  • Dress Shirts

Customer Focus

Chic & Timeless will target men and women in the Los Angeles area with disposable incomes. The Company will target individuals who are looking for quality made, wear for life pieces that never go out of style. No matter the customer, Chic & Timeless will deliver the best communication, service, and accessible fashion.

Management Team

Chic & Timeless will be owned and operated by Elizabeth Miller. Elizabeth is a graduate of California University with a degree in Fashion Design. She has over ten years of experience working as a fashion designer for another local boutique. Elizabeth will be the Company’s Chief Executive Officer and Lead Designer. She will oversee the design process from sourcing materials to ensuring finished goods are of the best quality possible.

Elizabeth has recruited a former colleague, Ashley Garcia, to be the Company’s Chief Operating Officer and help oversee Chic & Timeless’ business operations. Ashley has a Master’s degree in Business Administration and several years of experience managing a fashion boutique. Ashley will handle the day-to-day store operations managing the sales team, finances, and client relationships.

Elizabeth and Ashley have recruited an experienced marketing director, William Martin, to become a member of the Chic & Timeless management team. William is a graduate of the University of Minnesota with a Master’s degree in Marketing. Elizabeth and Ashley rely on William’s expertise to execute the Company’s marketing plan and advertising strategies.

Success Factors

Chic & Timeless will be able to achieve success by offering the following competitive advantages:

  • Skilled team of fashion designers and customer experience experts who will ensure each piece is of excellent quality and each client is satisfied with their purchase and shopping experience.
  • Chic & Timeless gives customers multiple ways to shop by maintaining an exclusive brick-and-mortar boutique and an online store that will reach a wider audience.
  • The Company offers one of a kind pieces with simple, chic designs and materials that can be worn for life.

Financial Highlights

Chic & Timeless is seeking $800,000 in debt financing to launch its fashion business. The funding will be dedicated towards securing the boutique and purchasing equipment and supplies. Funding will also be dedicated towards three months of overhead costs to include payroll of the staff and marketing expenses. The breakout of the funding is below:

  • Boutique build-out: $340,000
  • Equipment, supplies, and materials: $280,000
  • Three months of overhead expenses (payroll, utilities): $160,000
  • Marketing costs: $10,000
  • Working capital: $10,000

The following graph below outlines the pro forma financial projections for Chic & Timeless.

Company Overview

Who is chic & timeless.

Chic & Timeless is a newly established fashion company in Los Angeles, California. Chic & Timeless will be the first choice for quality made, timeless fashion pieces that can be worn for years to come. Chic & Timeless will operate a brick-and-mortar boutique in Los Angeles for clients who prefer to shop in-store to receive tailored, personalized service. The Company will also run an online shop where customers from around the world can purchase pieces to be shipped to their homes.

Chic & Timeless will be able to guarantee the quality and longevity of its pieces thanks to the latest and most innovative fashion design and manufacturing technology and a stringent quality control process. Chic & Timeless only uses high quality, sustainable materials and fabrics for its pieces. The Company’s team of highly qualified professionals experienced in fashion design and customer service will ensure all clients have a great shopping experience and receive only the highest quality apparel.

Chic & Timeless History

Chic & Timeless is owned and operated by Elizabeth Miller, an experienced fashion designer who has gained a reputation for creating elegant, timeless pieces for celebrity clients. For the past ten years, Elizabeth has worked as a designer for a local boutique, learning the ropes in regards to client communication and business management. Now that Elizabeth has gained experience and a presence in the industry, she is ready to start her own company, Chic & Timeless. Elizabeth is confident that her fashion design experience combined with her organization and communication skills, will enable her to run a profitable fashion company of her own. Elizabeth is recruiting a team of highly qualified professionals to help manage the day-to-day complexities of running a fashion business – sales and marketing, budgeting and financial reporting, customer service, production, distribution, and quality control.

Since incorporation, Chic & Timeless has achieved the following milestones:

  • Registered Chic & Timeless, LLC to transact business in the state of California.
  • Has identified three potential retail spaces for rent on Rodeo Drive.
  • Reached out to numerous contacts to include fashion designers, celebrity clients, friends, and family members to help spread the word about the new company.
  • Began recruiting a staff of accountants, fashion designers, and sales personnel to work at Chic & Timeless.

Chic & Timeless Services

Industry analysis.

The global fashion industry is a $1.7 trillion market and the United States fashion industry is an estimated $370 billion market. According to industry statistics, the United States is the country that spends the most on fashion worldwide. The average amount spent on clothing per capita is $819 per year. Last year, people in the U.S. purchased an estimated 17 billion pieces of apparel. China is the next biggest fashion consumer after the U.S. China’s per capita apparel spending is equivalent to USD $257 per year.

The fashion industry can be broken down into segments by gender. The global womenswear segment is valued at $800 billion and is expected to grow by 5% over the next five years. The global menswear segment is valued at $483 million.

One of the biggest challenges and opportunities for the fashion industry is the impact fast fashion has on the environment. The fashion industry is responsible for about 10% of the world’s carbon emissions. Additionally, synthetic materials are responsible for over 35% of the plastic microfibers in the oceans. Industry operators who use sustainable materials and processes are more likely to enjoy success long term versus the fast fashion operators as consumers’ preferences are increasingly favoring eco-friendly brands.

Customer Analysis

Demographic profile of target market.

Chic & Timeless will primarily target men and women in the Los Angeles area with disposable incomes. A secondary target will be fashionable consumers worldwide. The Company will target individuals who are looking for quality made, wear for life pieces that never go out of style. No matter the customer, Chic & Timeless will deliver the best communication, service, and accessible fashion.

The precise demographics for Los Angeles, California are:

Customer Segmentation

Chic & Timeless will primarily target the following customer profiles:

  • High income earners between the ages of 21-65
  • Men and women who prefer premium, wear for life pieces
  • Customers who prefer apparel made from sustainably sourced materials

Competitive Analysis

Direct and indirect competitors.

Chic & Timeless will face competition from other companies with similar business profiles. A description of each competitor company is below.

Statements & Staples

Statements & Staples is one of the fastest growing sustainable fashion companies in the area with multiple boutique stores in California. The company is owned and operated by Susan Smith, an accomplished clothing designer who has been creating high end apparel for celebrities for over two decades. Statements & Staples is the go-to shop for one of a kind clothing and a tailored shopping experience. The company specializes in formal wear and couture pieces made by hand. Each design is produced in extremely limited quantities to ensure exclusivity.

Trending Now Fashion

Trending Now Fashion is a small fashion boutique located in Los Angeles, California. The company was founded in 2013 by Megan Johnson, a fashion design student at the University of California. Megan operates one boutique in LA and maintains an online shop where she sells her designs to customers around the world. Trending Now Fashion focuses on using only sustainably sourced materials and creating eco-friendly apparel in the latest trends and styles. The company targets Gen Z and millennials who want to stay on top of fashion trends while also making purchase choices that will have a positive impact on the environment.

Tiffanie’s Fashion Boutique

Tiffanie’s Fashion Boutique is a new fashion company with a retail shop on Rodeo Drive. Tiffanie’s sells high-end fashion and accessories in limited quantities. The company specializes in wear for life apparel that is expertly tailored. Clients come to Tiffanie’s for a personalized shopping experience and one of a kind pieces. Tiffanie also takes custom orders where clients can have something specially made just for them. The company only uses sustainable materials and ethical production operations.

Competitive Advantage

Chic & Timeless will be able to offer the following advantages over their competition:

  • Skilled team of designers will ensure the highest quality products. Expertly trained customer experience representatives will ensure all clients receive personalized customer service that will exceed their expectations.
  • Chic & Timeless provides multiple ways to shop. Customers can come into the boutique or they can shop online and have clothing shipped to them.
  • The Company’s sustainable materials are expertly constructed to ensure wear for life quality in every piece.

Marketing Plan

Brand & value proposition.

Chic & Timeless will offer the unique value proposition to its clientele:

  • Chic & Timeless provides wear for life pieces that never go out of style.
  • The Company creates limited quantities of one of a kind pieces that can’t be found anywhere else.

Promotions Strategy

The promotions strategy for Chic & Timeless is as follows:

Social Media Marketing

The Company’s marketing director will create accounts on social media platforms such as LinkedIn, Twitter, Instagram, Facebook, TikTok, and YouTube. He will ensure Chic & Timeless maintains an active social media presence with regular updates and fun content to get customers excited about new designs.

Professional Associations and Networking

Chic & Timeless will become a member of professional associations such as the Fashion Association, American Fashion Designers Society, and the California Sustainable Fashion Association. The leadership team will focus their networking efforts on expanding the Company’s sustainable supplier and client network.

Print Advertising

Chic & Timeless will invest in professionally designed print ads to display in programs or flyers at industry networking events. The company will also invest in professionally designed ads to include in industry magazines and local publications.

Website/SEO Marketing

Chic & Timeless will utilize the in-house marketing director that designed the print ads to also design the company website. The website will be well organized, informative, and display the Company’s current collections. The website will also list information on the Company’s events and promotions.

The marketing director will also manage Chic & Timeless’ website presence with SEO marketing tactics so that when someone types in a search engine “Los Angeles sustainable fashion” or “fashion boutique near me”, Chic & Timeless will be listed at the top of the search results.

The pricing of Chic & Timeless will be high-end due to the quality of the materials used and the nature of the sustainable production process. Clients will feel they receive great value for their money with one of a kind, wear for life pieces.

Operations Plan

The following will be the operations plan for Chic & Timeless.

Operation Functions:

  • Elizabeth Miller will be the CEO and Lead Fashion Designer. She will oversee the design and production process. Elizabeth has spent the past year recruiting the following staff:
  • Ashley Garcia – Chief Operating Officer who will manage the day-to-day store operations including overseeing the sales staff and customer relationship management.
  • Susan Smith – Accountant who will provide all accounting, tax payments, and monthly financial reporting.
  • William Martin – Marketing Director who will oversee all marketing strategies for the Company and manage the website, social media, and outreach.
  • Jennifer Jones – Quality Control Manager who will oversee all inspections of products to ensure quality standards are met.


Chic & Timeless will have the following milestones complete in the next six months.

12/1/2022 – Finalize lease to rent the boutique space.

12/15/2022 – Finalize personnel and staff employment contracts for the Chic & Timeless management team.

1/1/2023 – Begin build-out of the boutique, purchase equipment, and start design and production operations.

1/15/2023 – Begin networking at industry events and implement the marketing plan.

2/15/2023 – Finalize contracts for suppliers and distribution partners.

3/15/2023 – Chic & Timeless officially opens for business.

Financial Plan

Key revenue & costs.

The revenue drivers for Chic & Timeless are the fees charged to customers in exchange for the Company’s products. When it comes to pricing, the Company will charge high-end prices in line with the industry average and based on the cost of goods.

The cost drivers will be the overhead costs required in order to staff a fashion business. The expenses will be the payroll cost, utilities, equipment and supplies, and marketing materials.

Funding Requirements and Use of Funds

Key assumptions.

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.

  • Average number of pieces sold per month: 150
  • Average fees per month: $30,000
  • Overhead costs per year: $640,000

Financial Projections

Income statement, balance sheet, cash flow statement, fashion company business plan faqs, what is a fashion company business plan.

A fashion company business plan is a plan to start and/or grow your fashion company business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.

You can easily complete your fashion company business plan using our Fashion  Business Plan Template here .

What are the Main Types of Fashion Companies?

There are a number of different kinds of fashion companies , some examples include: Fast Fashion, Haute Couture, and Bespoke Tailoring.

How Do You Get Funding for Your Fashion Company Business Plan?

Auto repair companies are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding. This is true for a fashion designer business plan and a fashion brand business plan.

Where Can I Get a Fashion Business Plan PDF?

You can download our free fashion business plan template PDF here . This is a sample fashion business plan template you can use in PDF format.

Other Helpful Business Plan Templates

Ecommerce Business Plan Template Clothing Store Business Plan Template Retail Business Plan Template Clothing Line Business Plan Template

luxury fashion business plan

Fashion Business Plan Template

Written by Dave Lavinsky

Growthink.com Fashion Business Plan Template

Over the past 20+ years, we have helped over 5,000 entrepreneurs and business owners create business plans to start and grow their fashion businesses. On this page, we will first give you some background information with regards to the importance of business planning. We will then go through a fashion business plan template step-by-step so you can create your plan today.

Download our Ultimate Fashion Business Plan Template here >

What Is a Business Plan?

A business plan provides a snapshot of your fashion business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategy for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan

If you’re looking to start a fashion business or grow your existing fashion business you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your fashion business in order to improve your chances of success. Your fashion business plan is a living document that should be updated annually as your company grows and changes.

Source of Funding for Fashion Businesses

With regards to funding, the main sources of funding for a fashion business are personal savings, credit cards, bank loans and angel investors. With regards to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to confirm that your financials are reasonable. But they will want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business.

The second most common form of funding for a fashion business is angel investors. Angel investors are wealthy individuals who will write you a check. They will either take equity in return for their funding, or, like a bank, they will give you a loan. Venture capitalists will not fund a fashion business.

Finish Your Business Plan Today!

How to write a business plan for a fashion business.

Your business plan should include 10 sections as follows:

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of fashion business you are operating and the status; for example, are you a startup, do you have a fashion business that you would like to grow, or are you operating a chain of fashion businesses.

Next, provide an overview of each of the subsequent sections of your plan. For example, give a brief overview of the fashion business industry. Discuss the type of fashion business you are operating. Detail your direct competitors. Give an overview of your target customers. Provide a snapshot of your marketing plan. Identify the key members of your team. And offer an overview of your financial plan.

Company Analysis

In your company analysis, you will detail the type of fashion business you are operating.

For example, you might operate one of the following types:

  • Fast Fashion : this type of fashion business identifies current fashion trends and brings them to market quickly.
  • Haute Couture : this type of fashion business offers high end fashion.
  • Bespoke Tailoring : clothing designed for the customer as the result of a consultation.

In addition to explaining the type of fashion business you operate, the Company Analysis section of your business plan needs to provide background on the business.

Include answers to question such as:

  • When and why did you start the business?
  • What milestones have you achieved to date? Milestones could include sales goals you’ve reached, new store openings, etc.
  • Your legal structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry analysis, you need to provide an overview of the fashion business. While this may seem unnecessary, it serves multiple purposes.

First, researching the fashion business industry educates you. It helps you understand the market in which you are operating. 

Secondly, market research can improve your strategy particularly if your research identifies market trends. For example, if there was a trend towards street fashion, it would be helpful to ensure your plan calls for a line of urban clothing.

The third reason for market research is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your fashion business plan:

  • How big is the fashion business (in dollars)?
  • Is the market declining or increasing?
  • Who are the key competitors in the market?
  • Who are the key suppliers in the market?
  • What trends are affecting the industry?
  • What is the industry’s growth forecast over the next 5 – 10 years?
  • What is the relevant market size? That is, how big is the potential market for your fashion business. You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your fashion business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: college students, sports enthusiasts, soccer moms, techies, teens, baby boomers, etc.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of fashion business you operate. Clearly baby boomers want different fashion items than teens.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, include a discussion of the ages, genders, locations and income levels of the customers you seek to serve.

Psychographic profiles explain the wants and needs of your target customers. The more you can understand and define these needs, the better you will do in attracting and retaining your customers.

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With Growthink’s Ultimate Fashion Business Plan Template you can finish your plan in just 8 hours or less!

Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other fashion businesses. Indirect competitors are other options that customers have to purchase from that aren’t direct competitors. This includes non-fashion oriented apparel and used apparel among others.

With regards to direct competition, you want to detail the other fashion businesses with which you compete.

For each such competitor, provide an overview of their businesses and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as:

  • What types of customers do they serve?
  • What products do they offer?
  • What is their pricing (premium, low, etc.)?
  • What are they good at?
  • What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

  • Will you provide superior products?
  • Will you provide products that your competitors don’t offer?
  • Will you make it easier or faster for customers to acquire your products?
  • Will you provide better customer service?
  • Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.

    Finish Your Business Plan Today!

Marketing plan.

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a fashion business plan, your marketing plan should include the following:

Product : in the product section, you should reiterate the type of fashion business that you documented in your Company Analysis. Then, detail the specific products you will be offering. For example, in addition to clothing, will you offer items such as accessories, shoes, bags, etc.?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your marketing plan, you are presenting the items you offer and their prices.

Place : Place refers to the location of your fashion business and your distribution method. Document whether you will sell your fashion items yourself through a storefront and/or website. Likewise, document if you will sell your products via distributors and who you expect they will be. 

Promotions : the final part of your fashion business marketing plan is the promotions section. Here you will document how you will drive customers to your location(s). The following are some promotional methods you might consider:

  • Making your fashion business’s storefront (if applicable) extra appealing to attract passing customers
  • Advertising in local papers and magazines
  • Reaching out to local bloggers and websites 
  • Social media advertising

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your fashion business such as serving customers, procuring inventory, keeping the store clean, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to serve your 10,000th customer, or when you hope to reach $X in sales. It could also be when you expect to hire your Xth employee or launch a new location.

Management Team

To demonstrate your fashion business’s ability to succeed as a business, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company. 

Ideally, you and/or your team members have direct experience in the fashion business. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act as mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in fashion businesses and/or successfully running retail and small businesses.

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet and cash flow statements.

Income Statement : an income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenues and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you serve 100 customers per day or 200? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets : While balance sheets include much information, to simplify them to the key items you need to know about, balance sheets show your assets and liabilities. For instance, if you spend $100,000 on building out your fashion business, that will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a bank writes you a check for $100.000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement : Your cash flow statement will help determine how much money you need to start or grow your business, and make sure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt. For example, let’s say a distributor approached you with a $100,000 order, that would cost you $50,000 to fulfill. Well, in most cases, you would have to pay that $50,000 now for supplies, equipment rentals, employee salaries, etc. But let’s say the company didn’t pay you for 180 days. During that 180 day period, you could run out of money.

In developing your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a fashion business:

  • Location build-out including design fees, construction, etc.
  • Cost of equipment like furniture, sewing machines, etc.
  • Cost of maintaining an adequate supplies and inventory
  • Payroll or salaries paid to staff
  • Business insurance
  • Taxes and permits
  • Legal expenses

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your store design blueprint or location lease.

Fashion Business Plan Summary

Putting together a business plan for your fashion business is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will really understand the fashion business, your competition and your customers. You will have developed a marketing plan and will really understand what it takes to launch and grow a successful fashion business.

Download Our Fashion Business Plan PDF

You can download our fashion business plan PDF here . This is a business plan template you can use in PDF format.

Fashion Business Plan FAQs

What is the easiest way to complete my fashion business plan.

Growthink's Ultimate Fashion Business Plan Template allows you to quickly and easily complete your Fashion Business Plan.

Where Can I Download a Free Fashion Business Plan PDF?

You can download our fashion business plan PDF template here . This is a business plan template you can use in PDF format.

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Fashion Business Plan Example – Clothes Business Plan

  • 2. April 2016
  • BrainHive Know-How Base @en , Business Plan Samples EN

This is an example business plan for a start-up clothes business selling a collection of self-designed bags and will expand the product portfolio to apparel for female motorcyclists – the goal is to establish itself as a well-known brand for motorcycle clothing for fashion-conscious women by combining functionality (protection) and style.

The founder is an experienced motorcyclist herself and understands the particular needs of female fellow motorcyclists. She also has conducted a survey of more than 130 women associated with motorcycle clubs/associations. By currently working in sales and merchandising at Ducati Triumph she could gain insight the motorcycle industry. She has worked as an art director for eight years and has leadership experience, though not very much fashion design experience yet.

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The product (fashionable motorcycle bags and clothing) is supposed to fill a niche in the motorcycle apparel market, which makes the emphasis on fashion also a part of the company’s USP in contrast to the usual sports racing/Americana look that is traditionally produced by competitors.

The business plan also provides a brief overview of the market situation, the location (Soho, close to the fashion district) and competition as well as a risk analysis. The business risk will be mitigated by the initially limited product range (i.e. bags). It also gives information regarding potential business partners, the marketing plan, venue organization and financing.

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Overview of this clothes/fashion business plan

Executive Summary Products Operational Procedures Unique Selling Propositions Company Vision and Strategy Market Analysis Competition Target Group Risk Analysis SWOT Analysis Location of Headquarters Business Partners Consulting Marketing Plan Price Strategy Communication Strategy Business Organization The Founder and Director Staff FINANCIAL PLAN

Executive Summary

[fashion business plan example] COMPANY is a start-up company that will sell self-designed bags and clothing for female motorcyclists, for women to look stylish on their bike and off. The company will start off with a collection of bags and will expand its product portfolio successively to eventually become a well-known brand for motorcycle clothing for fashion-conscious women. [fashion business plan example] COMPANY will make it possible for women to ride and be protected without having to change their clothing, no matter where their destination may be.

The company’s founder, Mrs. [fashion business plan example] COMPANY FOUNDER, is a motorcycle rider herself and currently working in sales and merchandising at Ducati Triumph [fashion business plan example] LOCATION in Soho. She has found that the current motorcycle apparel market is missing the niche of fashionable motorcycle clothing. Most companies designing women’s motorcycle gear are focused on the traditional Harley Davidson/Americana or the sports racing look, with very few companies offering a tailored and professional style. Since Mrs. [fashion business plan example] COMPANY FOUNDER has little experience in the fashion-design industry, she believes that by first launching the business with well-designed bags comes with less risk and greater chance for sustainable, successful market-entry.

[fashion business plan example] COMPANY will develop its brand with a clear goal in mind. It will create a uniform user experience and deploy a great variety of modern internet-based marketing instruments. Close cooperation with highly successful professional photographers that Mrs. [fashion business plan example] COMPANY FOUNDER knows personally will give the marketing approach an edge offline and online and greatly impact the presentation of the company to potential clients and partners. The products will be messengers of the brand and proudly show off tough motorcyclist girls’ sexyness and feminity. The accessories and later the clothing will be cool and elegant, making a statement to be summarized as follows: I live and think independently and I am a passionate, self-conscious woman.

[fashion business plan example] COMPANY is established by Mrs. [fashion business plan example] COMPANY FOUNDER. Mrs. [fashion business plan example] COMPANY FOUNDER is an experienced entrepreneur and has worked as an art director for over 8 years. She has already designed dozens of looks and as a designer will be able to create many marketing resources herself and strike up business relationships in the creative industry. She has experience in leadership and has conducted extensive marketing research including an empirical internet survey of over 130 women, which she found by reaching out to motorcycle associations and clubs. She also already stands in contact with various potential clients, business helpers and partners. [fashion business plan example] COMPANY’s home office will be located in [fashion business plan example] LOCATION City, close to the fashion district. While the initial goal is to sell to retail stores, expansion plans include potentially opening its own retail store.

The market research shows evidence that [fashion business plan example] COMPANY will operate in a very favorable environment. This fact, combined with Mrs. [fashion business plan example] COMPANY FOUNDER’s very strong competence profile make the business venture very likely to lead to a successful market entry.

The company’s product portfolio is aimed at providing female motorcycle riders stylish options of bags and clothing to buy and wear. As the number of educated women who buy and ride motorcycles increases, it becomes clear that there is a market niche for providers that cater to the woman who wants to ride her bike in high fashion- whether she is riding to a party, to work or to a date.

The first 12-18 months of operation will be dedicated to starting a line of bags, as this is a good way to gather experience, contacts and a first following of consumers. The costs for starting a bag collection are significantly lower and there is high demand in the market. The types of bags Mrs. [fashion business plan example] COMPANY FOUNDER thought of are medium-sized should-bags and sports bags as well as hand bags and purses. They will be crafted in styles that appeal to motorcycle-enthusiastic women and will combine functionality and robustness with clean, aesthetic design. The fabric will be mainly high-tech artificial fabrics which are cut and rip-proof and can last for decades. A certain proportion of the products or certain parts of some products will also be made of leather.

Since designing apparel is the mid-term goal of the young enterprise, it makes sense to elaborate the planned product portfolio already at this point. [fashion business plan example] COMPANY will give special attention to the styles, colors and fits to flatter the curvy woman. The niche specialty will be fitting women sizes 6-14, although some clothing will range in sizes 0-14. The products are modern motorcycle wears, including apparels, boots, helmets, bags and motorcycle inspired accessories, such as scarves. Since [fashion business plan example] COMPANY creates clothing that people can wear on and off the bike, the clothes have removable and/or very flexible padding. When designing the clothing, Mrs. [fashion business plan example] COMPANY FOUNDER focuses on designs that are able to unify function and beauty. All Jackets and any gear that is meant to protect from abrasion and impact while riding a motorcycle will be tested and CE certified.

The goal is to create pieces that are exactly what an urban, individualistic woman is looking for, something that she would wear even if she is not going to ride a motorcycle. Therefore the clothing has to be serving two needs at the same time, just like for example Nautica that caters to the needs of marine sports enthusiasts but has developed such a cult that its clothing is worn in daily life (also Surface to Air produces beautifully crafted riding jacket that might serve as an inspiration for [fashion business plan example] COMPANY: www.surfacetoair.com/store-us/?pg=style&collection_id=52&style_id=58 ).

One very special element of the product portfolio is the inclusion of a new material compound called D30 ( www . youtube . com / watch ? v = vqDe 0 C 4 OKbM & feature = related ). D30 is a lightweight and very flexible high density plastic material that can be used for padding and provides a lot of safety despite its being thin and lightweight. The initial communication with the manufacturer that came up with this new material has not yet had a positive outcome. Using this particular material is still considered an important element of the product portfolio of [fashion business plan example] COMPANY.

Operational Procedures [fashion business plan example] COMPANY’s studio and office is located within Mrs. [fashion business plan example] COMPANY FOUNDER’ home in uptown Manhattan. At the point that [fashion business plan example] COMPANY requires other employees to work in-house, a separate live or work space might be necessary. Presently, [fashion business plan example] COMPANY does not have a bricks-and-mortar retail location. All prototype construction and manufacturing will be done off-site at a seamstress’ shop and at the chosen manufacturing facility. Marketing can be done in-house or at marketing consultant [fashion business plan example] PARTNER Sielegar’s (see section about business partners) office space.

In its first three years of operation the company will be producing in the USA and outsource manufacturing to dedicated service providers. Mrs. [fashion business plan example] COMPANY FOUNDER will do the designing work herself and through her well-connected business relationships, she will be able to take care of many of the firm’s vital functions of marketing, such as public relations, marketing and other communications-related activities.

The company will set up a professional supply chain management to be able to cut costs and deliver flexibly and punctually at the same time. Supply chain management is of prime importance for young fashion and design firms. Good supply chain management entails close communication with suppliers, warehouses, logistics firms and the client. Diligent research and comparison of shipment options and building relationships with key personnel within logistics providers’ facilities will help [fashion business plan example] COMPANY stay on top of its supply chain management. Due to the small-scale nature in the beginning of the business it will be relatively easy to coordinate the inflow of fabric and outflow of product. Ground transportation with UPS will be utilized in most cases. In the case that international shipments are needed, air transportation will also be an element of the logistics organization of [fashion business plan example] COMPANY. No products will be shipped on consignment basis, consignment will be avoided altogether, due to the risky nature of working on consignment. [fashion business plan example] COMPANY will have a dedicated sales representative who will search out potential buyers.

To control costs, track inventory and manage stock levels at the later stages of business operation, an inventory control system will be set in place. This will include the standard bar code with its related equipment and software. Eventually, staff will conduct annual inventory audits and hire outside auditors when necessary. All accounting and finances will be maintained using in state-of-the-art software.

The company will secure showrooms in [fashion business plan example] LOCATION City. Purchasing from [fashion business plan example] COMPANY, buyers receive product displays and promotional materials with purchase. Additionally, [fashion business plan example] COMPANY will work closely with regional sales representative of motorcycle apparel buyers. Mrs. [fashion business plan example] COMPANY FOUNDER will also attend relevant pre-season fashion trade shows and have all the necessary equipment at her disposal.

Unique Selling Propositions The company will have a set of unique features, which will differentiate it from competition. The most important unique selling proposition of [fashion business plan example] COMPANY is to be found in the capabilities of the founder herself. The owner of [fashion business plan example] COMPANY, Mrs. [fashion business plan example] COMPANY FOUNDER, being very experienced in graphic design and project management and maintaining impeccable contacts in the motorcycle world and fashion industry, will invest all of her personal time and expertise into the startup.

The fashion and retail industry tends to be overly youth and small size focused. Many female motorcycle riders are forced to wear men’s clothing which denies their femininity and makes them wardrobe-wary when riding out for a social occasion. However, by closely following high fashion trends as well as customers’ purchasing preferences, [fashion business plan example] COMPANY will tailor styles to meet the specific needs of the clientele. The key feature that separates [fashion business plan example] COMPANY from all other competitors is its commitment to providing women stylish, quality accessories and clothing options. Because the primary concern is ensuring that consumers are happy with the fit and style of their purchase, [fashion business plan example] COMPANY will have a strong impact on the female motorcyclist community and earn strong word-of-mouth endorsements from happy clients.

Customers will benefit from the experience and knowledge of the company staff about motorcycle gear and fashion. The goal is to implement a superior customer service system. The well-trained personnel will provide an edge in the competition and the brand will quickly become acknowledged broadly. Protecting the brand and its good reputation will become a key part of the strategy to ensure that the unique selling propositions that come along with a recognized brand name are maintained as long as possible.

Company Vision and Strategy The vision pursued by the establishment of [fashion business plan example] COMPANY is a high-end line of motorcycle wear for women. It will be protective, the highest quality, top style and comfortable to wear. The brand [fashion business plan example] COMPANY will be recognized as eco-conscious and as making a difference for its customers and for the world. The brand will be the opposite of Harley brand clothing, truly feminine, sexy and elegant.

Right from the start, it is planned to develop and make expert use of an online presence. This is a very important part of the business undertaking, as the web presence will enable [fashion business plan example] COMPANY to showcase its products, establish the brand and raise awareness in the industry. It is likewise thinkable that the first customers of [fashion business plan example] COMPANY will actually buy the product from an integrated webshop. From these early revenues the company will be able to generate a higher cash flow, benefitting from ways to make itself depend less solely on high volume contracts with the retailers and wholesale clients.

In the long run, the potential for regional and/or national expansion will be explored further. Some concrete goals, which must be attained before an expansion can be considered, are to penetrate and raise awareness in 30% of the targeted consumer market, build a customer base and mailing list and become a profitable business with expansion potential within a maximum of three years.

The first major milestones will be securing funds and setting up the business. This is the main focus right now. In five years, [fashion business plan example] COMPANY will have established itself within the community and within the industry and set up overseas sourcing and manufacturing operations (most likely in China or Vietnam). It will become the leading brand in contemporary apparel of the perfect blend between cutting edge, high-tech protective wear and femininity. [fashion business plan example] COMPANY will make an impact globally through initiatives built into the company structure, supporting employees and communities around the world.

Market Analysis

To get a good picture of the market environment, it is necessary to first take a look at the American retail market, with a special a focus on fashion. The next step is a close look at the market for motorcycles and motorcycle wear and specific market data concerning the target group.

The sales reported in U.S. total retail sales in 2011 were $4.7 trillion, which represents an 8% increase over 2010 total retail sales (including food service and automotive). The US retail clothing industry includes about 40,000 companies that operate 80,000 stores with combined annual revenue of $130 billion. The industry is highly fragmented and concentrated at the top. The 120 largest companies operate 40,000 stores and account for 65% of industry revenue. Most companies operate just one store, but 1,000 companies operate more than two. Demand for clothing is strongly influenced by the growth of the economy and personal income. During the 2000-02 recession for example, sales fell 20% at Abercrombie & Fitch and at The Gap, Inc.

The typical store has $1 million in annual sales and ten employees, but 3,000 stores have annual sales over $5 million. Within their specialty, stores typically sell a full range of items including regular clothes, outerwear, and underwear. Many stores also sell shoes, handbags, jewelry, make-up, and perfumes. The clothing retail industry includes stores specializing in women’s clothing (50%) or men’s clothing (20%). Stores may also specialize in children’s clothing (nearly 10% of sales, including infant wear) or accessories.

A very interesting trend in the American retail economy is the ever more frequent occurrence of e-commerce. Online shoppers in the United States are estimated to be spending $327 billion in 2016, up 62% from $202 billion in 2011, according to a projection released by Forrester Research Inc. In 2016, e-retail will account for 9% of total retail sales, up from 7% in both 2012 and 2011. That represents a compound annual growth rate of 10.1% over the five-year forecast period.

The report further points out that much of the growth comes from online retailers improving their web sites and services. This appears to be particularly true in the areas of apparel and jewelry, which have integrated a web design selling tools such as zoom, color swatching, and configurators. The steady growth in the number of web shoppers also is helping to boost e-commerce sales. Forrester says that 192 million U.S. consumers will shop online in 2016, up 15% from 167 million in 2012. But the bigger factor in driving e-commerce growth is that each shopper will spend more on average, the report says. U.S. consumers in 2016 will each spend an average of $1,738 online, up 44% from $1,207 in 2012. The strongest reason for this form of sustained strong growth are the variety of selling points in e-commerce, such as loyalty and discount programs, low prices in general, this strong surge in mobile Internet and the overall tendency of the consumer to shop for the best deal.

There are roughly 157 million women in the US in 2011, about half of them are in the age and income group that would qualify them as target customers for [fashion business plan example] COMPANY. The median income is $48,600. 20% of women surveyed in our market research make between an $50k and $200k annually.  We will initially seek customers locally, but will increase our reach throughout the United States and abroad as we build our brand and secure our image.

The Motorcycle Industry Council reports that between 2003 and 2008, the number of women who own their own motorcycle has grown 52%. 1 in 9 motorcycles are owned by women. In 2009, there were 11 million motorcycles in the US. Women owned 1,155,000 of them. 40% of female bikers are married (marketing to their husbands/significant others). The majority of female motorcycle riders we surveyed were white, with black women following. 79% of those women own their own home and 35% have a college degree. 25% work in business or health care. They shop largely at large department stores and national retail clothing chain stores as well as online retailers. The majority of women surveyed have a pant size of 12-16 and top size above an XL.


Perhaps a few comments about the worldwide market situation of the fashion industry will serve to illustrate the strong growth that the sector is experiencing. The world clothing and textile industry, encompassing clothing, textiles, footwear and luxury goods, reached almost $2,560 trillion in 2010, according to the market intelligence agency MarketLine . The apparel, luxury goods and accessories portion of the market, which accounts for over 55% of the overall market, is expected to generate $3,180 billion in 2015, with a yearly growth rate in excess of 4%.

The world womenswear industry is expected to exceed $621 billion in 2014, according to MarketLine , representing over 12% yearly growth. The leading market sub segment is clothing retailers, with over 64% of total market value. The EU has a more than 37% stake in the world market, which is relatively fragmented and highly competitive. (AMERICA’S STAKE, ASIA’S STAKE?)

The world menswear industry is expected to exceed $402 billion in 2014, according to MarketLine , representing over 14% expansion in five years. The leading market sub segment is clothing and footwear, with over 58% of the market. The Americas have a 35% stake in the overall market.

The world market for textiles made from organically grown cotton was worth over $5 billion in 2010, according to Textiles Intelligence . US and EU clothing imports and China’s exports grew in value in 2011. Companies that recorded increased revenue include: Benetton, Levi Strauss, H&M, Gap, Marks and Spencer, Gildan Activewear, TJX and Perry Ellis. In the EU, the clothing market is predicted to show almost 5% yearly growth from 2010 to 2015.

Seniors spent 28% more on online luxury fashion bargain purchases in 2011 than in 2010, compared to 19% for millennials, 12% for gen Xers, and 9% for boomers. Millennials spent 33% more on online luxury fashion purchases in 2011 than in 2010. Members of generation X spent 23% more on online luxury fashion purchases in 2011 than in 2010.


Competition Competition in the fashion industry is always a big factor. Even though [fashion business plan example] COMPANY is operating in a very tight niche, there will be still a wide array of competitors, whose business operations partially overlap the business model of [fashion business plan example] COMPANY. To each brand of competitor [fashion business plan example] COMPANY will have the right answer to differentiate itself and perform well even in a very competitive business environment.

The greatest competitive threat would be a re-focusing strategy of incumbent specialized manufacturers. If suddenly these large and experienced firms decided to produce exactly the kind of stylish, multi-use motorcycle apparel that [fashion business plan example] COMPANY is planning to launch, they would contest the market share of [fashion business plan example] COMPANY significantly. Over the last few years, motorcycle manufactures like Harley – Davidson for example have been catering more to the female crowd. More motorcycles are being created with women in mind. Lower seat heights, less weight, and easy maneuverability make bikes like Harley’s Switchback a popular choice for women riders. The danger of growing competition from incumbent firms is therefore very real.

[fashion business plan example] COMPANY will differentiate itself with the more exclusive and limited collection of clothes and will offer a very feminine, elegant and sexy style which sets it apart from overall brand image of companies like Harley-Davidson, Triumph, River Road or Vanson Leathers. Small stores can often compete very effectively with large ones by targeting their products at different customers, even though they have less infrastructure at their disposal and can often not undercut big competitors price-wise.

In addition to competition from traditional department stores, new competition in recent years has come from discounters like Wal-Mart and from catalog and Internet retailers, which offer irregular yet very economic selection of motorcycle apparel. The competition with these firms will be strongly influenced by the higher quality and the greater likability of [fashion business plan example] COMPANY. The strong brand of [fashion business plan example] COMPANY and its more targeted marketing approach will be sufficient to perform satisfactorily even when large discounters try to tap into the motorcycle clothing market with special editions at cut rate prices.

In the US, a selection of lines most closely competing with [fashion business plan example] COMPANY are for example Deth Killers Brooklyn (dethkillers.com/), Belstaff (belstaff.com), Moncler (www.moncler.com), Ragazza Gear (ragazzagear.com/), Motor Grrl Brooklyn (motorgrrl.com), Ruby Helmets, Go Go Gear LA ( gogogearla . com ) , Bogner (www.Bogner.com), Outlier (outlier.cc), Vanson Leathers ( vansonleathers . com / ), Alpine Stars alpinestars.com) and Ed Hardy. Internationally worth mention are Dainese ( www . dainese . com / it _ it ), Spidi (spidi.com) and Diesel ( www . diesel . com ).

[fashion business plan example] COMPANY would be the only real niche provider for hip, fashion-conscious female motorcyclists. While other stores offer some style equivalents, they are not focused solely on fashionable wear. [fashion business plan example] COMPANY will therefore have a distinct competitive advantage in its niche. Supplier relationships and exclusive product offerings will prevent future competitors from entering the market as a competitor. It takes time to build a motorcycle wear design and manufacturing company, and by the time a competitor attempts to compete with [fashion business plan example] COMPANY directly, the young firm will have already established a strong customer base and following.

Target Group [fashion business plan example] COMPANY is a business-to-consumer retail company. Female motorcycle riders ages 25-55 are the target customers. The target customers are trailblazers and trendsetters. They value uniqueness, convenience, service and quality. As they retire, price becomes a factor in decision-making, though they are generally of “buy now and pay later” consumption philosophy.

Motorcycle-enthusiastic women live in big cities, are financially independent and make household decisions. They own and/or ride motorcycles, appreciate motorcycle culture, and/or ride as a passenger with someone else (many women cultivate an interest in motorcycles this way). Research conducted by Mrs. [fashion business plan example] COMPANY FOUNDER has shown that many women who ride motorcycles shop at mid-range department stores like Macy’s and Dillards, or national retail chains like Jcrew or Anthropologie. Their income lies at $50-200,000 per year and they own homes. They ride for longer trips and transportation. For this reason, it is important to market also in the motorcycle specific retailers across the US, as this clientele buy their motorcycle wears in specialty shops. Inspiration can be drawn from Go Go Gear LA: On their website they have a long list of retailers, most of them are speciality shops for motorcycle riders.

To reach the target group, [fashion business plan example] COMPANY will target the retailing chains, where the target customer usually buys. Originally it was thought to sell to high-end retailers such as Barneys, Henri Bendel, (also for example concept stores in Manhattan and Brooklyn such as Opening Ceremony and American Two shots) etc., and have a celebrity and wealthy clientele. After considering the target customer properties and price point of [fashion business plan example] COMPANY’s products, Mrs. [fashion business plan example] COMPANY FOUNDER considers entering into the mid range retail environment with stores such as [business plan example partner]. After it is established amongst the motorcycle riding community, the brand shall have a cult following beyond motorcyclists (i.e. Nautica is worn by people, even if they do not own a boat; Ron Jon surf is the equivalent of this for surf wear, etc.).

It is thought that teaming with companies, riding instructors, motorcycle tour companies, bloggers, way finder applications (i.e. Garmin, Waze, Google Maps), workshops for women interested in learning about motorcycle repair, or starting a motorcycle blog/club for women to ride and share together are possible ways to connect with the target group.


Risk Analysis As a young startup in the highly competitive fashion industry and dealing with very high product development, manufacturing and logistics costs, [fashion business plan example] COMPANY is confronted with a large quantity of relevant risks. By starting out with a collection bags, the startup-costs and risks are reduced. There will be more time to forge business relationships and Mrs. [fashion business plan example] COMPANY FOUNDER will be able to identify the best-priced raw material suppliers, pattern-makers and other partners involved in the realization of the business goal.

There are certain risks that the company will not be able to influence, such as market risk. These systemic risks, which also include political and currency exchange risks (these will become relevant as soon a overseas suppliers or customers become involved), cannot be avoided by anyone in the industry. A farsighted and liquidity-conscious management should be able to maintain a reasonable degree of financial flexibility to deal with any negative impacts from the overall economy. The impact of currency exchange risks is considered to be quite low in the first few years of operation as it is not planned to generate substantial revenue through overseas sales. Likewise on the buying side the currency exchange risks are not deemed overly significant, even though it is considered to import certain amounts of fabric from China and/or Europe and conduct overseas manufacturing at later stages.

The operational hazards that the company will be confronting are of a very different nature. To begin with it is very unlikely that the prototyping and manufacturing will be smooth and flawless from the very beginning. A lot of scrap will be produced until the production process is perfected, which will lead to high production costs. Other unforeseen costs are going to be incurred at least in the first two years of operation. Even though by the selection of experienced and well-reputed partners some uncertainty might be eliminated, it would be too optimistic to assume that everything will work right from the beginning.

With the wrong partners in overseas manufacturing there is a very high risk of designs being knocked off and copied, which reduces the value of the brand and can in some cases even hurt sales. These risks of theft of intellectual property can be minimized by the generous use of contracts and NDAs, the diligent management of critical data, choosing partners with great care and using certain copyright best practices such as Pauper’s copyright on top of getting each season’s designs protected by the US copyright office.

It is also advised that the high risk of damage to products during the warehousing or transport as well as all other material risks (damage, theft, etc.) concerning the office infrastructure and health risks of the founder and eventually the staff team should be covered to maximum extent by adequate insurance. Especially with a very tight cash base, the impact of any mishap in the warehouse can be devastating and lead to the ruin of the company, so maximum insurance coverage will be purchased. Go back up

SWOT Analysis

Location of headquarters.

The business is being founded in [fashion business plan example] LOCATION City. [fashion business plan example] LOCATION City has a long tradition of being a hub for fashion design and up-and-coming innovative business model. Although it is an expensive headquarters location both in daily operation costs and initial start-up costs, the unique advantages that the location offers outweigh the disadvantage of these elevated costs.

Very good infrastructure, numerous potential business partners, ease of travel in and out of the city, high-quality materials available, a variety of relevant industry events and an ample supply of highly qualified labor were all factors which persuaded the choice towards [fashion business plan example] LOCATION City. Also the founder is personally bonded to the area as she has been living in [fashion business plan example] LOCATION City for 3 years.

Business Partners

We will partner with local organizations such as the Chamber of Commerce and Downtown Merchants Association as often as possible. We already have connections in all the necessary places. These strategic partnerships will allow us to piggyback on publicity for local events, as long as they are within our targeted demographic.

These organizations are dedicated to promoting local businesses within our community and sponsor several events downtown each year. As a member of these organizations, [fashion business plan example] COMPANY will gain exposure, make business contacts, and will benefit from Chamber and Association advertising, Web site promotions and events


[fashion business plan example] COMPANY will employ the services of the various consulting firms and freelancers in its first few years of business. The services that [fashion business plan example] COMPANY will employ are to aid the founder to acquire important know how and business acumen to help her achieve the ambitious goals she set for the company. At this point, three different consulting entities have been chosen for the future cooperation or are already working together with Mrs. [fashion business plan example] COMPANY FOUNDER. These consulting entities are, listed in order of acquaintance: [fashion business plan example] PARTNER Marketing Consulting, [fashion business plan example] PARTNER Small Business Consulting and [fashion business plan example] PARTNER Entrepreneur Coaching.

[fashion business plan example] PARTNER (www.XXXX.com) will manage the setting up of the brand, including a great variety of services such as logo design, clothing label design, brand book, web design, market intelligence gathering, marketing testing and copywriting among others. [fashion business plan example] PARTNER is very well known in the [fashion business plan example] LOCATION City area and overseas and has been successful in the market for 7 years. Its list of clients include firms such as [LIST REMOVED].

[fashion business plan example] PARTNER (www.XXXX.de) is a German freelance business consultant and professional business writer with 6 years of experience. [fashion business plan example] PARTNER has completed over 240 business and financial plans and dozens of other, complex business writing and consulting projects. Due to extensive training in marketing and sales techniques, [fashion business plan example] PARTNER was able to add important skills such as Google Adwords, email marketing, social media marketing and webinar marketing to his abilities.

The [fashion business plan example] PARTNER Engine (www.XXXXXX.com) is a coaching provider that helps ensure partners concretize their business models and briefs them on what it means to be successful in the competitive startup environment. The [fashion business plan example] PARTNER Engine is likewise well known amongst some of the top grossing businesses worldwide and has been in the market for 9 years. Its list of clients includes [LIST REMOVED}.

Marketing Plan

Price Strategy [fashion business plan example] COMPANY will set prices that will underscore the high quality of the products. With very high design and production costs, the price must be set to ensure that the break even can be reached in a reasonable time. Therefore [fashion business plan example] COMPANY will also use its price strategy to stay true to its target group focus, which is primly made up of educated women of the upper two quartiles on the income scale.

Communication Strategy Mrs. [fashion business plan example] COMPANY FOUNDER has a strong marketing background and recognizes the significance of effective marketing. Additionally, she will take the services of a marketing consulting firm for the initial setting up of her branding (logo, corporate colors, brand book, etc.). She will seek to implement a variety of marketing measures including PR-Strategy and of course also all the conventional methods such as print-ads, trade shows and researching and contacting potential clients. In order to not overstretch the tight resources available during the initial start-up phase, the marketing budget for ongoing expenses is to be kept to no more than 5% of gross annual sales.

The marketing message, logo and slogans will revolve around the idea of women motorcycle riders as beautiful trendsetters and feminine ground-breakers. Women riders are in their prime and at their best, meaning these women deserve to be recognized as a force within the fashion consumer market. [fashion business plan example] COMPANY’s initial marketing efforts will remain local until a presence in the female motorcyclist community is established. These initial efforts will rely heavily on local print and broadcast media coverage, traditional advertising, signage, a direct mail marketing campaign and networking. A significant portion of the advertising budget will be allocated to print and broadcast media.

In the wake of launching its business and for every new season, [fashion business plan example] COMPANY will organize marketing events and shows to create awareness. The Chamber of Commerce, merchant associations and media contacts will help promote marketing events in local newspapers and radio advertising. Comprehensive advertising and semi-annual direct mail marketing campaigns will follow the grand opening.

A very important focus is placed on [fashion business plan example] COMPANY’s consistent presence at trade shows, industry networking events and fairs for fashion designers. The US hosts more fashion events than any other country in the world. The industry is well supported by private financers that promote emerging designers and host regional fashion shows. However, unlike other developed countries, most of the large fashion events in the US were only launched in the last few years, the surge is extraordinary. In 2008, the US hosted at least 44 large-scale fashion events versus only 11 events in 2004. France and Italy for example had fewer events (2 and 4 respectively in both 2004 and 2008). The sponsors/financers in the fashion industry act as key drivers by promoting designers and regional fashion events. Therefore it will be very important for [fashion business plan example] COMPANY to be present at all these events and continually build a network in the industry.

Marketing opportunities will be continually utilized as [fashion business plan example] COMPANY expands its business and customer numbers grow. Measures such as bonuses for recommendations will increase sales as the effects of word of mouth propaganda become more apparent. To this end the website of [fashion business plan example] COMPANY will serve the multitude of different purposes. The domain names [fashion business plan example] COMPANY.me and [fashion business plan example] WEBSITE have been reserved and site development will begin as funds become available.

Foremost, the website is to showcase the brand [fashion business plan example] COMPANY and its accessories and clothing lines and provide customers with the ability to purchase items online (and retailers to order sample products). As the site progresses, features such as fashion advice, a blog, designer interviews, newsletters, and Internet-only specials will become available. Eventually, the internet activities will establish and nurture an online social community where motorcycle-enthusiastic women can gather and discuss topics of the day, network and share experiences.

Business Organization


[fashion business plan example] COMPANY will be a Limited Liability Corporation formally organized in [fashion business plan example] LOCATION State (have not filed yet). Mrs. [fashion business plan example] COMPANY FOUNDER is the company’s principle owner. If an appropriate partner is found, they will have a minority share.

The business operates within the fashion design industry and is classified under NAICS code 541490 – fashion design services. All Jackets and any gear that is meant to protect from abraision and impact while riding a motorcycle will be tested and CE certified.


Mrs. [fashion business plan example] COMPANY FOUNDER intends to launch and grow [fashion business plan example] COMPANY for many years into the future. In the event that investors require repayment of their initial investments, plus a large return on their investments, we will seek a partner to buyout the investors’ shares. Another alternative is a management buyout, which will be agreed upon in advance.

In the long term, [fashion business plan example] COMPANY, as a profitable business, will become an appealing acquisition for large retail chains.

The Founder and Director

Mrs. [fashion business plan example] COMPANY FOUNDER is the owner, creative director and spokesperson of [fashion business plan example] COMPANY. She will be the most import and figure to convert the market entry of [fashion business plan example] COMPANY to the real success. Mrs. [fashion business plan example] COMPANY FOUNDER’ comes from a graphic design background and has had experience as an entrepreneur, managing an art gallery in Chicago and a graphic design business in [fashion business plan example] LOCATION City.

Mrs. [fashion business plan example] COMPANY FOUNDER spectrum of tasks of the day-to-day business include: Supervising staff, maintaining inventory and general bookkeeping, oversee the merchandise purchase, selling and shipping, maintain awareness of trends within the industry, manage employees, interns and contractors work, work with public relations/marketing firms to ensure superior marketing plans are in place and being implemented. She will also attend industry events and travel to find more suppliers and clients.

Mrs. [fashion business plan example] COMPANY FOUNDER is a native english speaker and also speaks french. She is proficient in the administration of office organization software and graphic design. Mrs. [fashion business plan example] COMPANY FOUNDER is in possession of a drivers license for both cars and motorcycles and has a motorcycle with which she plans to utilize to communicate her brand.

Staff [fashion business plan example] COMPANY will employ the following positions:

The following positions will be contracted out: Marketing Director: [fashion business plan example] PARTNER Design Factory/[fashion business plan example] PARTNER

There are several positions that are yet to be filled. However, we feel [fashion business plan example] LOCATION City has enough budding designers and hungry job applicants that finding qualified employees will not be an issue. Our administrative assistant and manager will be paid an hourly wage, plus commission. Bonuses will be provided with each year of service following an annual review to encourage employee retention.


Our company will earn revenue from our customers’ purchases of our products. [fashion business plan example] COMPANY’s first-year income statement illustrates a profit margin of TK, with a net income of $TK per month – after taxes. Finally, we have determined our break-even point will equal no less than $TK in total monthly sales. We project our annual profits to reach $TK by year three.

Our company will generate revenue from the sale of clothing and other merchandise to retail stores. First year sales are projected at $TK, and we expect sales to surpass $TK by the end of year three. We will achieve month-to-month profitability within the first year.


[fashion business plan example] COMPANY requires a minimum of $XXX,XXX to launch successfully for the first three years until cash flow becomes more than costs.

Funding will be sought in stages. Stage one will be calculated to include start-up costs through prototyping and gaining initial orders. This includes and is not limited to: material costs for prototypes, patternmaking costs, shipping and taxes of materials, TKTK. Stage two will be calculated to include all costs needed after orders are made. These costs will be much higher as we will be now going into full production. This includes and is not limited to: TKTK.

We are currently seeking additional funding from outside angel investors and business loans. Start-up funds will be used for manufacturing the line, materials to create the line, creating prototypes of the next season and operating expenses such as rent, utilities and payroll. Further, our initial investment will also be used to purchase equipment and inventory software – all of which will produce future benefits for the company.

Business plan contests, IndieGoGo and Kickstarter are also methods that will be employed to gain capital for start up.


[fashion business plan example] COMPANY will need $XXX,000 to get our business off the ground. We are currently seeking funding from outside investors and business loans.


Funds will be used to pay for fabrics, materials, prototype construction, shipping, warehouse, contractors, travel, TK. The remainder of the start-up funds will be utilized to cover operating expenses, such as rent, utilities, payroll, marketing costs and wages.


Based on our marketing plans, location, store size and product offerings, we expect to collect annual sales of $TK in year one, $TK in year two and $TK in year three.

Our average cost of goods sold will be TK%, which leaves us with a gross margin of TK%. Our minimum monthly fixed costs are $3,300 per month (this doesn’t include rent, utilities, materials, payroll), so we will need to generate sales of $TK per month to break even. We will become profitable on a monthly basis before the end of our first year.

In our third year, we will earn net income of $TK. The accompanying income statement demonstrates our company’s profitability.


Our business will not collect immediate payment from customers, so our cash flow statement will be different from our income statement. More about cash flow here.


[fashion business plan example] COMPANY will launch with $600,000 in equity capital and $50,000 in loans (I don’t know if this is correct). Details are shown in our enclosed balance sheet.


Our projections are based on the assumption that the economy, consumer spending habits and population growth in [fashion business plan example] LOCATION will continue for the foreseeable future.

We must also assume that our future buyers will continue to buy inventory from us at prices that allow us to maintain our present margins. It is also important that we are able to hire reliable employees at reasonable wages.

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  A successful plan will lay the foundations for transforming an idea into a functional fashion brand and should be completed first, before design. A plan helps you crystalise what, why, how and whom you will be selling to and what makes you unique from your competition.   Executive Summary

Company Overview

Market Analysis

Products and Services

Customer Segmentation

Marketing Plan

Logistics and Operations

Financial Plan

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Fashion Design Business Plan

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Without a firm understanding of the business, it can be difficult for a prospective fashion entrepreneur to succeed.

Anyone can start a new business, but you need a detailed business plan when it comes to raising funding, applying for loans, and scaling it like a pro!

Need help writing a business plan for your fashion design business? You’re at the right place. Our fashion design business plan template will help you get started.

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How to Write A Fashion Design Business Plan?

Writing a fashion design business plan is a crucial step toward the success of your business. Here are the key steps to consider when writing a business plan:

1. Executive Summary

An executive summary is the first section planned to offer an overview of the entire business plan. However, it is written after the entire business plan is ready and summarizes each section of your plan.

Here are a few key components to include in your executive summary:

Introduce your Business:

Start your executive summary by briefly introducing your business to your readers.

Market Opportunity:

Products and services:.

Highlight the fashion design services you offer your clients. The USPs and differentiators you offer are always a plus.

Marketing & Sales Strategies:

Financial highlights:, call to action:.

Ensure your executive summary is clear, concise, easy to understand, and jargon-free.

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luxury fashion business plan

2. Business Overview

The business overview section of your business plan offers detailed information about your company. The details you add will depend on how important they are to your business. Yet, business name, location, business history, and future goals are some of the foundational elements you must consider adding to this section:

Business Description:

Describe your business in this section by providing all the basic information:

Describe what kind of fashion design business you run and the name of it. You may specialize in one of the following fashion design businesses:

  • Haute couture
  • Luxury fashion
  • Sustainable fashion
  • Bespoke tailoring
  • Wedding fashion
  • Describe the legal structure of your fashion design company, whether it is a sole proprietorship, LLC, partnership, or others.
  • Explain where your business is located and why you selected the place.

Mission Statement:

Business history:.

If you’re an established fashion design business, briefly describe your business history, like—when it was founded, how it evolved over time, etc.

Future Goals

This section should provide a thorough understanding of your business, its history, and its future plans. Keep this section engaging, precise, and to the point.

3. Market Analysis

The market analysis section of your business plan should offer a thorough understanding of the industry with the target market, competitors, and growth opportunities. You should include the following components in this section.

Target market:

Start this section by describing your target market. Define your ideal customer and explain what types of services they prefer. Creating a buyer persona will help you easily define your target market to your readers.

Market size and growth potential:

Describe your market size and growth potential and whether you will target a niche or a much broader market.

Competitive Analysis:

Market trends:.

Analyze emerging trends in the industry, such as technology disruptions, changes in customer behavior or preferences, etc. Explain how your business will cope with all the trends.

Regulatory Environment:

Here are a few tips for writing the market analysis section of your fashion design business plan:

  • Conduct market research, industry reports, and surveys to gather data.
  • Provide specific and detailed information whenever possible.
  • Illustrate your points with charts and graphs.
  • Write your business plan keeping your target audience in mind.

4. Products And Services

The product and services section should describe the specific services and products that will be offered to customers. To write this section should include the following:

Mention your product range:

Outline customization option:, additional services:.

In short, this section of your fashion design plan must be informative, precise, and client-focused. By providing a clear and compelling description of your offerings, you can help potential investors and readers understand the value of your business.

5. Sales And Marketing Strategies

Writing the sales and marketing strategies section means a list of strategies you will use to attract and retain your clients. Here are some key elements to include in your sales & marketing plan:

Unique Selling Proposition (USP):

Define your business’s USPs depending on the market you serve, the equipment you use, and the unique services you provide. Identifying USPs will help you plan your marketing strategies.

Pricing Strategy:

Marketing strategies:, sales strategies:, customer retention:.

Overall, this section of your fashion design business plan should focus on customer acquisition and retention.

Have a specific, realistic, and data-driven approach while planning sales and marketing strategies for your fashion design business, and be prepared to adapt or make strategic changes in your strategies based on feedback and results.

6. Operations Plan

The operations plan section of your business plan should outline the processes and procedures involved in your business operations, such as staffing requirements and operational processes. Here are a few components to add to your operations plan:

Staffing & Training:

Operational process:, equipment & software:.

Include the list of equipment and software required for fashion design, such as sewing machines, cutting tools, measurement tools, CAD software, designing software, communication tool, etc.

Adding these components to your operations plan will help you lay out your business operations, which will eventually help you manage your business effectively.

7. Management Team

The management team section provides an overview of your fashion design business’s management team. This section should provide a detailed description of each manager’s experience and qualifications, as well as their responsibilities and roles.


Key managers:.

Introduce your management and key members of your team, and explain their roles and responsibilities.

Organizational structure:

Compensation plan:, advisors/consultants:.

Mentioning advisors or consultants in your business plans adds credibility to your business idea.

This section should describe the key personnel for your fashion design services, highlighting how you have the perfect team to succeed.

8. Financial Plan

Your financial plan section should provide a summary of your business’s financial projections for the first few years. Here are some key elements to include in your financial plan:

Profit & loss statement:

Cash flow statement:, balance sheet:, break-even point:.

Determine and mention your business’s break-even point—the point at which your business costs and revenue will be equal.

Financing Needs:

Be realistic with your financial projections, and make sure you offer relevant information and evidence to support your estimates.

9. Appendix

The appendix section of your plan should include any additional information supporting your business plan’s main content, such as market research, legal documentation, financial statements, and other relevant information.

  • Add a table of contents for the appendix section to help readers easily find specific information or sections.
  • In addition to your financial statements, provide additional financial documents like tax returns, a list of assets within the business, credit history, and more. These statements must be the latest and offer financial projections for at least the first three or five years of business operations.
  • Provide data derived from market research, including stats about the industry, user demographics, and industry trends.
  • Include any legal documents such as permits, licenses, and contracts.
  • Include any additional documentation related to your business plan, such as product brochures, marketing materials, operational procedures, etc.

Use clear headings and labels for each section of the appendix so that readers can easily find the necessary information.

Remember, the appendix section of your fashion business plan should only include relevant and important information supporting your plan’s main content.

The Quickest Way to turn a Business Idea into a Business Plan

Fill-in-the-blanks and automatic financials make it easy.


This sample fashion design business plan will provide an idea for writing a successful fashion design plan, including all the essential components of your business.

After this, if you still need clarification about writing an investment-ready business plan to impress your audience, download our fashion design business plan pdf .

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Frequently asked questions, why do you need a fashion design business plan.

A business plan is an essential tool for anyone looking to start or run a successful fashion design business. It helps to get clarity in your business, secures funding, and identifies potential challenges while starting and growing your business.

Overall, a well-written plan can help you make informed decisions, which can contribute to the long-term success of your fashion design company.

How to get funding for your fashion design business?

There are several ways to get funding for your fashion design business, but self-funding is one of the most efficient and speedy funding options. Other options for funding are:

  • Bank loan – You may apply for a loan in government or private banks.
  • Small Business Administration (SBA) loan – SBA loans and schemes are available at affordable interest rates, so check the eligibility criteria before applying for it.
  • Crowdfunding – The process of supporting a project or business by getting a lot of people to invest in your business, usually online.
  • Angel investors – Getting funds from angel investors is one of the most sought startup options.

Apart from all these options, there are small business grants available, check for the same in your location and you can apply for it.

Where to find business plan writers for your fashion design business?

There are many business plan writers available, but no one knows your business and ideas better than you, so we recommend you write your fashion design business plan and outline your vision as you have in your mind.

What is the easiest way to write your fashion design business plan?

A lot of research is necessary for writing a business plan, but you can write your plan most efficiently with the help of any fashion design business plan example and edit it as per your need. You can also quickly finish your plan in just a few hours or less with the help of our business plan software .

Can a good fashion design business plan help me secure funding?

Indeed. A well-crafted fashion design business plan will help your investors better understand your business domain, market trends, strategies, business financials, and growth potential—helping them make better financial decisions.

So, if you have a profitable and investable business, a comprehensive business plan can certainly help you secure your business funding.

What's the importance of a marketing strategy in a fashion design business plan?

Marketing strategy is a key component of your fashion design business plan. Whether it is about achieving certain business goals or helping your investors understand your plan to maximize their return on investment—an impactful marketing strategy is the way to do it!

Here are a few pointers to help you understand the importance of having an impactful marketing strategy:

  • It provides your business an edge over your competitors.
  • It helps investors better understand your business and growth potential.
  • It helps you develop products with the best profit potential.
  • It helps you set accurate pricing for your products or services.

About the Author

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Luxury Fashion Branding pp 267–277 Cite as

The luxury fashion business strategy model

  • Uche Okonkwo  

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It is perplexing to find out that when several practitioners in the luxury goods management are questioned about their business strategies or business models, they often look puzzled. The majority of these managers perceive business models and strategy plans as documents drafted by consultants to be filed away and reproduced during the annual reporting exercise. A senior executive of a luxury brand once told me that if I were interested in evaluating their business strategy plan, he would not hesitate to send a copy of the ‘Strategy’ to me. When I asked him the main features of the strategy plan, he replied, ‘How could I know? I am occupied everyday with managing the company, I don’t have enough time to read the Strategy Report.’ It was my turn to be puzzled. For this manager, the company’s strategy, (which by the way is its lifeline), was represented by a pile of papers stored in a drawer to be retrieved when a Consultant visited. This is part of the reality of the state of luxury fashion management.

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