By Demie Tuzara

Executive Summary / Business Proposition

FASHION CONNECT is a business that provides customers with connections in the industry as well
as collaboration opportunities. It is a website where young and aspiring fashion professionals
create their own profile, upload their work and interact with others in the industry.

It is an online platform that creates and connects digital portfolio for students of the fashion
related field; from journalists, writers, photographers, stylists, designers, models, etc. With
partnerships from fashion platforms online and fashion establishments, it provides opportunities for
young and aspiring fashion professionals to collaborate with each other and help each other
establish their place in the Fashion Industry.
Reflective Statement

Development is key to
growing and
maintaining a business
and this is something
that I learnt from the
unit; Model Your Business
(CCA530).

The image on the right is

my original canvas, one
that I brainstormed in
terms of potential
businesses. I came up
with the idea of a social
media online platform
that tends to the digital
portfolios of young
creatives and enables
students to connect with
other students. [Original Business Model Canvas via STRATEGYZER]
I realised that the
problem with my original canvas is that my idea was too broad. I extended too far into the
creative fields and I didnt have a define market. Not only this but during a feedback session with
the class, I realised that there are already existing websites where creative professionals can
upload their work (such as Hiive) and so my business idea would be too similar.

After some thought and further feedback, I decided to refine my market and choose one that I
had more than enough knowledge about fashion. More importantly, fashion students.

The canvas on the left is

a further developed
canvas. It is more
refined in terms of my
market and my key
partnerships. The value
propositions I have for
my customers were also
developed and the
cost structure was
reviewed to ensure that
the business still profits.

I realised that the

customer is the priority
and finding out what it
is that they want and
they need from the
business and how they
can benefit from it.
[Developed Business Model Canvas via STRATEGYZER]
Final Canvas

[Final Business Model Canvas via STRATEGYZER]

Market Research

(https://fashionunited.uk/uk-fashion-industry-statistics)

(http://www.londonfashionweek.co.uk/news_detail.aspx?ID=779)

With a domestic market value of 66 billion and a high employment rate in fashion related
industries, the fashion industry is a flourishing market, one where a business such as FASHION
CONNECT will surely thrive.
Customer Segment

My customer segments are divided into three categories.

FASHION STUDENTS

Undergraduates and Postgraduates students studying a bachelors degree and a masters

degree in fashion related courses are the main demographic. From fashion photographers, stylists,
journalists, writers, designers, models, communication and PR. According to the UCAS Website,
there are around 350 fashion related undergraduate courses that are being taught in the UK with
an approximate of 26,000 students. Fashion related postgraduate courses are less in numbers with
250 and an approximate of 4,000 students. In total, there are around 30,000 potential customers.

FASHION RELATED ADVERTISERS

Companies and organisations that would like to advertise their products on FASHION CONNECT.
Adverts would cater to the profile of the customer. They can vary from equipment, software or
online stores.

Equipment

Canon the leading provider of digital cameras, digital SLR cameras, inkjet printers and
professional printers for business and home users in the UK.
Jessops store for digital cameras, DSLR cameras, lenses, camcorders, printers, memory
cards, camera accessories and camcorder accessories.

Software

Adobe Creative Cloud a software and services for creative professionals. The collection
of creative desktop and mobile tools ranges from Photoshop, Illustrator, InDesign, Premiere
Pro and more.

Online Stores

Just Fab
Very.co.uk
ASOS

FASHION CONNECT will attempt to connect with as many as 200 advertisers.

FASHION BRANDS

Brands are different to advertisers as advertisers are solely trying to sell their products on the
website. Brands will recruit the users of the website.

Designer Labels CHANEL, GUCCI, TOMMY HILFIGER, BURBERRY etc.

High Street Retailers ZARA, TOPSHOP, URBAN OUTFITTERS, MISSGUIDED, H&M.
Luxury Brands KAREN MILLEN, COAST, OASIS, ACNE STUDIOS,
Independent Boutiques SISTER JANE, YUMI, LAVISH ALICE

The connection between the brands and FASHION CONNECT is important as there would be
opportunities for students to carry out assignments for these brands. Whether they are big labels or
small brands, FASHION CONNECT will work with as many as possible in order to provide the
customers with as many opportunities as possible.

FASHION CONNECT will attempt to partner with around 20 designer labels, high street retailers,
luxury brands and independent boutiques.

Value Proposition
My value propositions are separated into four sections.

COLLABORATION OF SKILLS IN THE FASHION INDUSTRY

FASHION CONNECT is a business that provides customers with connections in the industry as well
as collaboration opportunities. Once signed up, users of the website are encouraged to upload
their own work and collaborate with existing users, essentially creating a fashion world of their
own. FASHION CONNECT also ensures that the customers portfolio is copyrighted and that all their
work is safe and secure.

IVENTORY FOR FASHION STUDENTS

The website provides an inventory system for fashion students in their specific field from beginner,
intermediate and advance in terms of the customers preference and ads for certain equipment,
software and other products are targeted to the appropriate profiles.

JOB OPPORTUNITIES

Users are also provided with opportunities to pursue jobs with partners of FASHION CONNECT
whether its temporary or permanent. Depending on the level of subscription someone has with
their account. Actual job opportunities are provided/accounts are linked to specified job interests
that they want. Paying a monthly subscription fee will allow them to be connected by Fashion
Connect to businesses and companies.

Placements & Internships

There are certain programmes that users can be part of depending on their subscription package
where they can apply straight into placements/internships provided by clients. Potential Jobs and
Internships/Placements fall under these categories;

Administration & PA
Customer Services
Fashion Design & Production
Hair & Beauty
Marketing & Public Relations
New Media & Digital
Retail & Ecommerce Operations
Sales (non-retail store role)
Buying, Merchandising & Wholesale
Distribution & Warehouse
Graphics Design & Illustration
Journalism & Editorial
Modelling & Performance
Photography & Film
Retail (store role)
Styling & Visual Merchandising
Customer Relationships

My customer relationships will fall into two main categories.

NETWORKING

Informing my customers about the business is how I will build the initial relationship with my
customers and I will do that by networking. Attending universities will be a crucial part as it will
create a buzz about the website and it will encourage fashion students to be a part of FASHION
CONNECT. Talks and conferences are also important so it provides them with more information
and more awareness of the website and how it can benefit them. I will also be organising business
events with potential clients to sell FASHION CONNECT and how partnering with the website will
aid them. The Fashion Media is important to build relationships with as they are potential clients.

AUTOMATED SERVICES

The website provides the customers to interact with each other and potential clients by uploading
their portfolio online. Advice and guidance are also provided through an automated email
system online for customers who need help with the website.

Channels of Distribution

The main channel of distribution for my business would be ONLINE.

WEBSITE the business will reach its customers via a website where students who have signed up
and created an account will upload their portfolio as well as interact and collaborate with
existing users. Customers can access it via a computer and mobile device. An app will also be
created for FASHION CONNECT. It keeps the customers wired and in with whats going on with
the fashion communities via forums and discussion boards. Its something so the customers can
keep coming back for more. They can also access their accounts on this app as the website will
be mobile friendly and customers can use it On-The-Go.
Key Partnerships

FASHION UNIVERSITIES

Key partnerships for FASHION CONNECT would be universities with fashion related degrees
whether its fashion specific such as UAL: London College of Fashion, or a normal university like
Southampton Solent University that provides degrees in the field of fashion. The demographic will
not be specific to a region but will be nationwide. According to UCAS there are 115 institutions in
the UK that offer a degree in fashion both undergraduate and postgraduate. The push for
universities throughout the country will ensure that it reaches out to the market of 30,000 potential
customers.

FASHION MEDIA

Due to the fact that FASHION CONNECT is an online platform, I need to make sure that other
online presence belonging to the fashion media are affiliates with FASHION CONNECT.

Online Platforms

Fashion United an international B2B fashion

platform.

Business of Fashion website that provides fashion

news, analysis and business intelligence from the
leading digital authority on the global fashion
industry.

Fashion Workie a website that provides listings on

entry level, graduate, retail fashion jobs, internships,
work placements, castings and collaborations.

PUBLICATIONS

Online magazines that are fashion-oriented will be another key partnership. It will vary from
mainstream (Vogue, ELLE, Glamour, Cosmopolitan etc.) to indie/niche media (iD, Dazed etc.).
Being part of this sector will provide connections for the students who would like a job in the
editorial and journalism aspect of the fashion industry. Online platforms like ASOS, British online
fashion and beauty store, will also be a key partnership of FASHION CONNECT.
FASHION EXHIBITIONS

Galleries and museums holding fashion related exhibitions as great volunteer or working
opportunity for fashion students who will have knowledge on said exhibitions.

The Victoria & Albert Museum a museum of the

decorative arts founded in London to support and
encourage excellence in art and design. The museum has
featured the works of a variety of designers from Coco
Chanel to Vivienne Westwood.

Fashion and Textile Museum a museum based in

Bermondsey, London that is dedicated to all aspects
of fashion and textile design. It offers ongoing
programmes of temporary displays rather than a
permanent exhibition. As well as the exhibition space,
the museum also houses a textile studio, printing
workshops and private residential quarters.

The Design Museum a museum located in the Kensington

quarter in London that covers various aspect of design such as
product industrial, graphic, architecture and fashion.

STUDENT UNION ESTABLISHMENTS

Connections with student related establishments such as UNiDays, NUS and university student
unions will further strengthen FASHION CONNECTs exposure in the industry.

Student Union Establishments such as UNiDays and NUS Extra will be useful in terms of advertising
FASHION CONNECT on their website as well as providing discounts for students who sign up and
choose subscription packages

NUS (National Union of Students of the

United Kingdom) a confederation of
students unions in the UK. There are
around 600 student unions affiliated with
the organisation which accounts for 95%
of all higher and further education
unions in the United Kingdom.

UNiDAYS an online platform that

provides instant access to student
discounts at home, instore and online. It
connects leading brnads and students
through technology; website and
mobile app.
FASHION ORGANISATIONS

London Fashion Week a clothing trade show organised

by the British Fashion Council. Bi-annually held in London
during the months of February and September, London
Fashion Week is the biggest fashion event in the UK and
the one most fashion consumers all anticipate. With
around 5000 attendees of press and buyers, a connection
with the team of London Fashion Week will be a fantastic
opportunity from customers of FASHION CONNECT.

Fashion Revolution a global movement celebrating

fashion as a positive influence. Based in the UK, it is a
#whomademyclothes campaign that raises awareness
of the fashion industry and its pressing issues and
practices.

British Fashion Council is an organisation that commits

to developing excellence and growth in the sector of
fashion. Due to its significant contribution to the British
economy, BFCs ethos is to nurture, support and
promote British fashion talent towards the global market.
Key Activities

WEBSITE MANAGEMENT

The management of the website and digital platform is the main key activity to make the business
model work. Quality control is handled by the admin on a regular basis to ensure that the portfolio
of work belonging to the customers are legitimate and the clients are well informed and happy
with the services provided. Based on the subscription package as well as their portfolio of work,
users are assessed on their profile whether its beginner, intermediate or advance.

WEBSITE CONTENT

Talks / Conferences costumers are able to view fashion talks and conferences on the
website accompanied with ads relevant to said talks/conferences.
Workshops organised by FASHION CONNECT, workshops are also a viable option to those
who are on packages that provide it.
Monthly Collaborations a brief will be given each month for those who want to partake
on different projects. Users of the website work together and they submit their projects to
be featured on the site.

SUBSCRIPTION PACKAGES
Package Annual Price
Seasonal (4 months) and annual (1 year) Sterling Silver (30)
subscriptions are provided but prices will vary from Undergraduate
Sterling Silver (50)
Postgraduate to Undergraduate status. The
Postgraduate
recommended package for the average user is the Rose Gold (40)
Sterling Silver Annual. An upgraded account gives Undergraduate
the user leverage as they are able to access certain Rose Gold (60)
Postgraduate
privileges that would benefit them. The higher the Platinum (50)
level of upgrade the account has, the better Undergraduate
experience it is for the user. Platinum (70)
Postgraduate

STERLING SILVER (Beginners ROSE GOLD (Intermediate PLATINUM (Advance Level)

Level) Level)

-featured once every season -featured monthly -featured weekly

-limited access to
talks/conferences
-limited entries to fashion
workshops
-limited access to
talks/conferences
-limited entries to fashion
workshops
-fast track application to
placements/internships
-free entry to FASHION CON
-access to talks/conferences
-entry to fashion workshops
-free entry to 5 fashion
exhibitions of users choice
throughout the year
-fast track application to
placements/internships of
users choice
-free entry to FASHION CON +
VIP pass
- free tickets to catwalk
shows, workshops and talks
during London Fashion
Weekend
FASHION CON

Curated and organised by the business, there is a big event called FASHION CON which will be
held in London every year to celebrate the achievements and the work of the customers.
Annually held as a form of connecting people further, customers work is featured and exhibited. It
gives the website an IRL or Offline vibe and gives it a more personal and authentic feel to it as it
enables customers to interact with each other.

MARKETING

Updates will be guaranteed across all platform to ensure that the customers are happy with the
website as well as engaging with the customers. will be very useful as it will keep them interested in
the website.

Online

Social Media all form of communication is

needed to ensure that customers are happy
with the website. Setting up social media
accounts for the website to spread the word
and reach across different platforms enables
the website to reach a bigger audience;

Facebook
Twitter
Instagram
YouTube
Snapchat
Tumblr

Communication Opportunities

Emails - those who have signed up with their emails after the talks/conferences in the
universities will be sent newsletters about the website in a seasonal cycle.
Advice and Guidance FASHION CONNECT also provides the customers advice and
guidance in terms of getting started in the website, how to manoeuvre around the site, any
online queries etc
Fashion Bulletins members are provided with the latest fashion news in the website.
Affiliates websites such as Fashion Workie, Business of Fashion and Fashion United can also
be found in the website.
Key Resources
Website

Users create a profile and submit their portfolio and they are assessed by the admin on their level
of proficiency. It is a fully functional database integrated website that allows customers to login, fill
in their personal details and modify it to their preferences. Uploading their work and creating a
portfolio is the point of sale. The technical aspects of the website such as domain & hosting,
design and programming will be from a third party.

Its free to sign up. There is no joining fee to create an account on FASHION CONNECT but
members can upgrade their account via different subscription packages in order to access
certain privileges. Although a free, standard account allows customers to see existing users and
communicate with them, upgraded accounts enables them to connect further with not only the
other users but also potential clients and other affiliates in the industry with the website which is
beneficial for them as it builds their portfolios.

Interaction and engagement is another key part of the website. The status of someone's
account/profile is based on their activity on the website - how often they update their account
and collaborate with existing users. Communities can also be set up this way as well as forums and
feedback sections.

Admin

An administrative team is required to make sure that the website runs smoothly and affectively.
Depending on the success of FASHION CONNECT, it will determine the size of the admin team
from office admins, receptionists and personal assistants to fulfil the role of financial planning,
record keeping and billing, logistics and, if the company progresses and reaches to that stage;
physical distributions. Any questions or queries about the website or any of its features can all be
forwarded to an email where an administrator will be responding.

The administrator plays a vital role in the company because they need to make sure that the
website is running smoothly and that the customers and clients are happy with the services being
provided. Any questions or queries about the website or any of its features can all be forwarded
to an email where the administrator will be responding.

The admin is also responsible for the quality control of the work being published by the users as it
would need to match their level of proficiency as well as the standards of the website.
Revenue Streams

My revenue streams will consist of two types; Subscription Fees and Advertising.

Advertising

Based on the profile of the customers,

accounts will be shown advertisements
which are relevant to them and their
field of work whether it's photography,
styling, journalism etc. Fashion
advertisers and fashion companies will
be features on the website. Essentially
an inventory system. Independent
boutiques, clothes, studio spaces.

The revenue will come from Click Ads

that tends to the Inventory for Fashion
Students. A market size of Fashion
Related Advertisers with a market share
of 100% would be the ones advertising
on the website.

[Advertising Estimated Revenue via STRATEGYZER]

Subscription Fees

A subscription fee is required for an

upgraded account. The
recommended subscription package
for users are the Sterling Silver Annual.
The revenue will come from
Subscription Fees purchased by
Fashion Students (both undergraduate
and postgraduate).

With a market size of 26,000

undergraduates, an estimated 5% of
that market will be paying the
subscription price of 30 per year.

With a market size of 4,000

postgraduates, an estimated 5% of
that market will be paying the year
subscription price of 50.

The revenue stream for SUBSCRIPTON

FEES would be an estimation of
49,000. [Subscription Fees Estimated Revenue via STRATEGYZER]
Cost Structure

Website Management based on the website Expert Market which provides quotes and figures
on a variety of office products and business services from top suppliers in the UK, I have
discovered that the total costs for managing a small business website will be between 1000 to
3500 per year. It will cover domain & hosting, design, programming and any other ongoing costs.

(http://webdesign.expertmarket.co.uk/how-much-does-website-cost?question_page=6#Small Website)

Admin Wages from the information I have obtained on payscale.com which is an online salary,
benefits and compensation information company that research and compare average salaries, I
found out that the average salary for an office administrator in the UK is around 17,000 per year
and I will use this figure as the starting salary for the administrator of the website.

(http://www.payscale.com/research/UK/Job=Office_Administrator/Salary)

Marketing

An important part in terms of spreading the word and recruiting as many members of my chosen
market the fashion students.

Talks/Presentations website is advertised in universities in the form of talks or as an ad on

the university websites.
Online Ads can also be advertised on student related online platforms like UniDays and
NUS. Other online fashion platforms such as Fashion United, Business of Fashion and Fashion
Workie will also feature FASHION CONNECT.
Flyers, posters and banners in popular cities with popular fashion related degrees
advertising the newly launched website and they will be distributed in universities around
the country.
Launch Party creates more hype and more buzz about the business. FASHION CONNECT
is not just a website, it is an experience that fashion students will need in their career.
Student Giveaways / Prize Winners in order to keep the users of the websites interested,
giveaways and prizes are also available in the first 6 month / year of the launch. This
enables to keep the buzz around the business going.

Networking Events FASHION CON is an event curated and organised by the business which will
be held in London every year to celebrate the achievements and the work of the customers.
Annually held as a form of connecting people further, customers work are featured and exhibited.
It gives the website an IRL or Offline vibe and gives it a more personal and authentic feel to it as
it enables customers to interact with each other.
Financial Assessments
References

MARKET RESEARCH
https://fashionunited.uk/uk-fashion-industry-statistics

http://www.londonfashionweek.co.uk/news_detail.aspx?ID=779

COST STRUCTURE
http://webdesign.expertmarket.co.uk/how-much-does-website-cost?question_page=6

http://www.payscale.com/research/UK/Job=Office_Administrator/Salary)

KEY PARTNERSHIPS

University of the Arts London: London College of Fashion http://www.arts.ac.uk/fashion/

Southampton Solent University https://www.solent.ac.uk/

Fashion United https://fashionunited.uk/

Fashion Workie http://www.fashionworkie.com/

Business of Fashion https://www.businessoffashion.com/

The Victoria & Albert Museum https://www.vam.ac.uk/

Fashion and Textiles Museum http://www.ftmlondon.org/

The Design Museum https://designmuseum.org/

The British Fashion Council http://www.britishfashioncouncil.co.uk/

London Fashion Week http://www.londonfashionweek.co.uk/

Fashion Revolution http://fashionrevolution.org/

National Union for Students https://www.nus.org.uk/

UNiDays https://www.myunidays.com/GB/en-GB