Analysis of business models of domestic brands with sustainable and/or locally produced homewear and nightwear

The aim of this thesis is to analyse the business models used in the sustainable and/or locally produced fashion industry with home-made clothing and nightwear for children and adults and then apply these findings to a business idea. To achieve this objective, qualitative research is used, which is developed in the form of semi-structured interviews with representatives of brands operating in this industry. The research reveals that the following categories of business models are used in this industry: direct selling, e-commerce, experience selling, maximizing material and energy efficiency, creating value from waste, substituting renewable resources and natural processes, the role of the steward, promoting sufficiency, using the business for society/environment, and developing solutions for scaling up. Conversely, brands were not found to apply a trash-to-cash and no frills business model or a business model of offering function rather than ownership. The thesis also answered the research question where several archetypes of sustainable entrepreneurs were recognized based on sustainability and entrepreneurial motivations: the evangelist, the realist, and the idealist. The thesis also includes an explanation of how the different blocks of the business model intersect and what led to the choice of the given structure. Finally, the research results are applied to the business idea.