Disruptive innovation in fast fashion retailing : a case study of OWNDAYS in Thailand | |
| Author | Paudyal, Bishal Raj |
| Call Number | AIT RSPR no.SM-19-30 |
| Subject(s) | Disruptive technologies--Thailand Fashion merchandising--Technological innovations |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Fast fashion has been the largest disruptor in the retail industry today. Industry juggernauts like UNIQLO, ZARA, and H&M have become benchmark models for fast fashion as their exclusive business practice has benefited consumers and taken the fashion industry by gale. While these players make high end clothing style accessible to consumers at affordable price, little is known whether industries other than apparels have disrupted the market through fast fashion retailing. This case study explores the emergence of OWNDA YS, a Japanese eyewear maker, in fast fashion retailing in Thailand. It provides a • review of their market entry model and fast fashion business model through the lens of disruptive innovation. The findings of the study indicate that early mover advantage as a fast fashion retailer together with a simple business model encompassing transparent pricing system, speedy structure, and good value leads to market disruption. The main contribution of this paper is simple yet cohesive to understand the industry wide disruptions in the retail eyewear market through tweaking the existing practices and making efforts to address industry challenges. |
| Year | 2019 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Badir, Yuosre F.; |
| Examination Committee(s) | Zimmermann, Willi;Winai Wongsurawat; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2019 |