The strategic path in a creative start-up process : Action research within the fashion industry

by Eriksson, Joel; Krantz, Niclas; Ivarsson, Jonas

Problem Purpose Method Result During the start-up phase of new ventures, the founders are at many times occupied with different reflections about the concept, the marketing, the financing, and what strategies the venture should have. Family One (FO) is one of these start-ups that have been struggling with these reflections. Have the FO-team succeeded in their work of starting up their own fashion brand, and how could it have been done better? The purpose of this thesis is to document and analyze the start-up process of a newly founded fashion venture and present a model that reflects the venture creation of Family One. A qualitative action research approach has been used in this thesis. The founders of FO have produced detailed logbooks of the actions taken during the start-up, and these have been interpreted and analyzed. The conclusion of this bachelor thesis is that the start-up and different phases of the new venture creation of FO does not totally comply with the existing theories. Even though we are able to see the reality in which the start-up models are developed, it differs from the start-up of the street fashion company FO. Therefore, the results hold an alternative model of a fashion start-up, developed by the authors.