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Plano de negócios Pipa na Linha- Academia de Costura
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Orientador(es)
Resumo(s)
Até meados dos anos 70, a maioria das pessoas recorria a modistas ou alfaiates para criar as suas próprias roupas. A partir dos anos 70, com o aparecimento das lojas de pronto-a-vestir, comprar roupas foi-se tornando mais fácil do que fazê-las. Algumas gerações depois, o corte e costura voltou a estar na moda. Um cansaço pela padronização, bem como um desejo por roupas com mais alma invade mentes, seja para customização, por hobby, ou ainda como uma criativa terapia em grupo (Ferraz, 2013).
Tal realidade, aliada à existência de inúmeros incentivos ao empreendedorismo, ao número crescente de novos negócios que Portugal tem assistido e conquistado, juntamente com factores como a crise e o desemprego, leva à procura por novas soluções, incorporadas ao recente fenómeno "Do It Yourself" (DIY).
O propósito de criar este Plano de Negócios nasce, assim, da procura por oportunidades, ideias e conhecimentos, nomeadamente da Geração Y, uma geração não só de fundadores, mas de criadores e criativos. A abertura de uma Academia de Costura constitui uma alavanca a criações personalizadas, artesanais e autênticas, colmatando a vontade de personalização, autonomia e criatividade.
Esta nova marca pretende revolucionar o mercado das Escolas de Costura, posicionando-se com base na diferenciação, unindo o manual à tecnologia, transmitindo um novo estilo de vida aos seus alunos.
Através de um estudo de mercado, entrevistas semi-estruturadas a Escolas de Costura e Retrosarias, observação directa à concorrência, bem como pelas previsões ao nível financeiro, este projecto resulta num Plano para um negócio de sucesso.
Until the midle'70, most people used dressmakers or tailors to create her own clothes. From the years 70, with the appearance of the shops of ready-to-wear, buy clothes became easier than doing them. A few generations later, the cutting and sewing is back in fashion. A fatigue by standardization, as well as a desire for clothes with more soul is invading minds, whether for customization, hobby, or even a creative group therapy (Ferraz, 2013). This reality, coupled with the current existence of numerous incentives for entrepreneurship, to the growing number of new businesses that Portugal has witnessed and conquered, along with factors such as the crisis and unemployment, leads to the search for new solutions, incorporated to the recent phenomenon "Do It Yourself" (DIY). So, the purpose of creating this Business Plan was born from the demand for opportunities, new ideas and knowledge, particularly from Generation Y, a generation not only of founders, but also creators and inventive. Opening a Sewing Academy is a lever to custom creations, handcrafted and authentic, bridging the desire for personalization, autonomy and creativity. This new brand aims to revolutionize the market for Sewing Schools, positioning itself based on differentiation, putting together hand-work and technology, communicating a new lifestyle in its students. Through a market study, semi-structured interviews to Sewing Schools and Haberdasheries, direct observation of competition, as well as the predicted results at a planned financial level, this project is the result of a Plan for a successful business.
Until the midle'70, most people used dressmakers or tailors to create her own clothes. From the years 70, with the appearance of the shops of ready-to-wear, buy clothes became easier than doing them. A few generations later, the cutting and sewing is back in fashion. A fatigue by standardization, as well as a desire for clothes with more soul is invading minds, whether for customization, hobby, or even a creative group therapy (Ferraz, 2013). This reality, coupled with the current existence of numerous incentives for entrepreneurship, to the growing number of new businesses that Portugal has witnessed and conquered, along with factors such as the crisis and unemployment, leads to the search for new solutions, incorporated to the recent phenomenon "Do It Yourself" (DIY). So, the purpose of creating this Business Plan was born from the demand for opportunities, new ideas and knowledge, particularly from Generation Y, a generation not only of founders, but also creators and inventive. Opening a Sewing Academy is a lever to custom creations, handcrafted and authentic, bridging the desire for personalization, autonomy and creativity. This new brand aims to revolutionize the market for Sewing Schools, positioning itself based on differentiation, putting together hand-work and technology, communicating a new lifestyle in its students. Through a market study, semi-structured interviews to Sewing Schools and Haberdasheries, direct observation of competition, as well as the predicted results at a planned financial level, this project is the result of a Plan for a successful business.
Descrição
Mestrado em Marketing
Palavras-chave
Plano de Negócios Academia de Costura Revivalismo da Costura Empreendedorismo Personalização Fenómeno DIY Business Plan Sewing Academy Sewing Revival Entrepreneurship Customization DIY Phenomenon
Contexto Educativo
Citação
Mogas, Filipa Maria e Moreira de Sousa (2015). "Plano de negócios Pipa na Linha- Academia de Costura". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão