Análise da viabilidade econômico-financeira de um e-commerce de moda com foco em personalização

Abstract

The fashion market is influenced by several factors and is always changing. In the current scenario of wide competition in the fashion market, adaptability and innovation are success factors for differentiation and gain of competitive advantage, however, the entrepreneur needs to be prepared to carry out good management and assume the risks of starting a new venture that stands out in the market. In this way, this work aims to develop a business plan and investigate the feasibility of creating a clothing brand that offers, through an e-commerce, the customization service of its products. In the business plan, the main characteristics of the proposed company, the market and competitors, risks and competitive advantages were highlighted. The research has a quantitative profile, which carried out the exploration of data through field and documentary research. After carrying out the estimates of costs, expenses and revenues for a five-year scenario, it is possible to state that the investment is viable, presenting an internal rate of return (IRR) of 56.76%, a value higher than the minimum rate of attractiveness (TMA) of 12.35%.