摘要 本文研究了服装产业的最新趋势和消费者的需求缺口。该研究的主要目的是明确 时尚创业公司的战略举措，以确保其成功发展和盈利。 该项目的想法是在发展中国家生产定制的服装和配件，并将其在线销售给发达国 家的客户。这些产品的独特设计灵感均来自于摩尔多瓦共和国和其他国家的传统饰品 和文化遗产。 本研究旨在将服装行业的创新方式和现代趋势相结合，调查了产品生产和销售的 最佳市场，并确定目标客户，以及获得这些客户的方式。这项研究是基于一手和二手 数据，如报告，统计，数据库，基准分析，调查等。 这项研究表明日益增长的高级定制服装的需求，电子商务和创新的重要性，并展 示了遵循以下趋势，如伦理，手工艺，慢时尚和民俗时尚等将获得的可持续性发展。 它也证明，摩尔多瓦成为以英国为主的销售市场的加工地的原因， 项目成功实施将带来如下利益，如推动发展中国家，特别是在摩尔多瓦共和国的 的文化遗产项目， 改善手工艺者及其家庭的生活水平， 对环境和时尚产业产生积极 的影响。 关键词，时尚产业；文化遗产；服饰；电商；可持续发展力III Abstract The following paper investigates the fashion industry, its latest tendencies and the unsatisfied needs of consumers. The primary purpose of the research is to determine strategic moves of the fashion startup company to ensure its successful development and profitability. The idea of the project is to produce exclusive clothes and accessories in developing countries and sell them online to customers in developed ones. These products are distinctive through their original design inspired by the traditional ornaments and cultural heritage of the Republic of Moldova and other countries. This study considers the combination of innovative approach and modern tendencies in clothing industry, investigates the best market for production and distribution of the product, and identifies the target customers as well as the way these customers could be reached. The research is based on primary and secondary data such as reports, statistics, databases, benchmarking, surveys, etc. The research reveals growing demand for qualitative unique clothes; increasing significance of ecommerce and innovation; and shows benefits of following such tendencies as ethics, handicraft, slow and folk fashion as a way to sustainability. It also brings evidences why the Republic of Moldova has been chosen for production and the United Kingdom as a primary market for distribution. Successful implementation of the project will bring such benefits as promotion of cultural heritage of the developing countries, in particular the Republic of Moldova; improvement of level of life of artisans and their families; positive impact over environment and fashion industry. Keywords，Fashion Industry; Cultural Heritage; Clothes; Ecommerce; SustainabilityContents Acknowledgments............................................................................................................ I 摘要 ................................................................................................................................. II Abstract ......................................................................................................................... III Chapter 1 Introduction ..................................................................................................... 1 1.1 Background - Fashion Industry......................................................................................... 1 1.2 Current Status ................................. .................................................................................1 1.2.1 Global Apparel Market Overview ............................................................................ 2 1.2.2 Apparel Industry Challenges ..................................................................................... 3 1.2.3 Ecommerce ................................................................. ..............................................4 1.2.4 Fashion Industry in the Republic of Moldova ........................................................... 5 1.3 Research Implications ...................................................................................................... 7 1.3.1 Theoretical Implications............................................................................................ 7 1.3.2 Practical Implications ................................................................................................ 8 1.4 Research Methods ...........................................................................................................9 Chapter 2 Literature Review ........................................................................................... 11 2.1 Literature Review ........................................................................................................... 11 2.1.1 Fast Fashion ............................................................................................................ 11 2.1.2 Slow Fashion........................................................................................................... 12 2.1.3 Folk Fashion ............................................................................................................ 14 2.1.4 Handicraft ............................................................................................................... 15 2.1.5 Ethics and Sustainability ........................................................................................ 16 2.2 Models and Concepts..................................................................................................... 19 Chapter 3 The Opportunity ............................................................................................. 22 3.1 The Project ..................................................................................................................... 22 3.1.1 Company Description ............................................................................................. 23 3.1.2 Milestones of the Project Development ............................................................... 24 3.2 Market Research ............................................................................................................ 25 3.2.1 Production Market Research ................................................................................. 26 3.2.2 Target Market Research......................................................................................... 30 3.2.3 Secondary Research on Consumer Preferences in Fashion .................................. 31 3.2.4 Primary Research on Consumer Preferences in Fashion ...................................... 32 3.2.5 Market Gap............................................................................................................. 35 3.3 Industry Analyses ........................................................................................................... 35 3.3.1 Benchmarking......................................................................................................... 363.3.2 SWOT Analysis........................................................................................................ 37 3.3.3 PESTEL Analysis....................................................................................................... 38 3.3.4 Porter’s Five Forces Model..................................................................................... 39 3.4 Strategy .......................................................................................................................... 40 3.4.1 Sources of Differentiation and Competitive Advantage ....................................... 40 3.5 Ethics and Sustainability................................................................................................. 41 Chapter 4 Company’s legal structure and team ............................................................ 42 4.1 Legal Structure and Ownership...................................................................................... 42 4.2 Registration Procedure .....................................................................................