Start an Online Fashion Brand from Scratch

This thesis aims to introduce a new online fashion brand and propose a well-performing marketing campaign suitable for the company. In the theoretical section, the concepts of branding and fashion marketing are explained. The practical part presents a new clothing brand, its idea, key values and identity. The core of this thesis is to select the right target group for the brand, identify its competitors, propose a marketing campaign and evaluate the economic feasibility of the introduced fashion brand. The main research question concerns the financial aspect of the future business, raising the question of whether the introduced brand could stay cost-competitive in the long-term, based on its pricing strategy.