Propuesta de modelo de negocio para la creación de una empresa de alquiler de ropa por suscripción “Armario Infinito” una alternativa ecológica y moderna, en la ciudad de Cuenca

Abstract

The present degree work, through the creation of a business model called Armario Infinito, proposes a rental service for imported informal clothing through internet subscription. It seeks to develop a circular and sustainable economy, which allows mitigating the impacts of the textile industry, satisfying a need and saving money on the consumption of clothing. To start the project, an analysis of the macro environment and the company's environment was carried out, determining the important factors that could influence its development, in order to subsequently develop a strategic plan in which the company is defined, its objectives, strategies, policies and the use of the CANVAS model, which details nine basic components for structuring the company. Based on the knowledge of the company, a market study was carried out to find out the acceptance of the service, the purchase disposition, tastes and preferences of the possible users. To find out this information, a focus group was carried out on a randomly selected sample complying with the characteristics of the population; and virtual surveys were also made.With the results obtained in the market study, a marketing plan was elaborated analyzing the variables of the marketing mix, a technical study to define processes, and finally an economic and financial analysis to know the viability of the model, and a risks analysis, where mitigation measures are proposed for the sustainability of the company over time.