Business model módní značky s upcyklovaným oblečením a doplňky

The aim of this bachelor thesis is to make a business model of a fashion company making upcycled clothing and accessories. The goal of the theoretical part lays within describing the fashion industry, its harmfulness, and the overproduction of waste. The research defined existing solutions of the problem with further focus towards upcycling and consumers´ perceptions of upcycled clothing. The theoretical part also presented types of business models and business model canvases, including the social lean canvas. The aim of the practical part was to create a business model through the social lean canvas and using knowledge from the theoretical part. A questionnaire was conducted as a part of research for acquiring additional information useful for further modifications of the business model and recommendations for the fashion company with key focus points. These recommendations can be found in the last part, and they focus mainly on offering wide range of reasonably priced apparel with high aesthetic value. The use of story to boost the emotional value and further education of its clients is also recommended.