Business plan and feasibility study for the implementation of a new sustainable sportswear brand on the European market

Details

Supervisors

Janssen, Frank

Faculty

Louvain School of Management

Degree label

Master [120] : ingénieur de gestion, à finalité spécialisée

Abstract

enThis Master's Thesis explores the feasibility of launching a sustainable sportswear brand on the European market. Given the sportswear industry's significant environmental impact, especially regarding overproduction, synthetic waste, and resource-intensive processes, this project aims to offer an eco-conscious alternative. The brand will propose a minimalist collection of high-quality, versatile activewear pieces made from sustainable materials. In addition to a durable design, the concept integrates a circular economy model, allowing customers to return used garments in exchange for store credit to encourage responsible consumption and material recycling. The thesis is structured as a comprehensive business plan, starting with a project presentation and a review of the European sportswear industry. This is followed by a detailed internal analysis, business concept presentation, such as market research, marketing approach, organizational structure, and operational strategy. The study concludes with a financial plan and risk analysis. My research aims to determine the viability and attractiveness of integrating circular economy principles into the sportswear industry, responding to both environmental challenges and evolving consumer expectations. DOMAINE : Innovation, stratégie, entrepreneuriat