Οικονομοτεχνική ανάλυση και αξιολόγηση ίδρυσης εταιρεία ένδυσης
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Οικονομοτεχνική ανάλυσηAbstract
This thesis, conducted within the MBA program of the University of Piraeus, evaluates the techno-economic feasibility of establishing a clothing company in Greece. The venture is a creative atelier producing classic, timeless garments entirely made in Greece, positioned in the "affordable premium" category. Key differentiators include quality, Greek origin, custom fitting, collaborations with Greek designers, and sustainability.
The company targets middle and upper-middle income men and women in urban centers who value quality, sustainability, and Greek production. Distribution is planned through an e-shop, showroom, pop-up events, and selective partnerships with multi-brand stores.
Market analysis reveals a clear gap between fast fashion chains (low price, low quality, no Greek identity) and premium Greek brands (high quality but also high prices). The company aims to fill this gap by combining quality, Greek identity, and affordable pricing.
However, the financial analysis shows that, under current assumptions, the business is not viable in its early years of operation. The main causes are high fixed costs (primarily payroll), low initial sales volume, and high variable cost relative to selling price. Profitability indicators are negative, with the break-even point requiring significantly higher sales than initial targets.
Sensitivity analysis examines improvement scenarios, such as increasing the selling price, reducing fixed costs, and accelerating sales growth. It finds that price increases have the greatest positive impact, while reducing payroll through subsidized programs and optimizing procurement are also critical. The study concludes with improvement proposals, including seeking grants, strengthening marketing, and gradual scaling with a smaller initial scale. In conclusion, despite the strong competitive advantage and alignment with modern sustainable fashion trends, the investment is deemed non-viable under current assumptions, with potential for improvement through targeted strategic interventions.