Abstract
In the modern world, new habits and behavior models of consumers have appeared. The active development of e-commerce in recent years has been gaining high momentum, thereby stimulating the change of company strategies. The article reveals the main approaches to understanding the business model essence, comparing the different concept. Using the basic elements, business models of the companies in clothing market were analyzed with the main attention to key point of value proposal. Clothing market was chosen due to significant changes and high development of online sales. Statistical data on it was deeply analyzed in the article, using the open e-commerce market statistics, industry reviews, data from research agencies and consulting companies. On the bases of Mckinsey typology of clothing market business models, two of them were considered prevailing in recent years: marketplaces and mono-brand stores. Deeper study of value proposal of these two business models revealed the main differences and similarities of them. Exclusivity was identified as the key aspect of mono-brand store business model and personified package offer with big range of products—for marketplace. These different value proposals show the need for absolutely different strategies and financial models.
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Lizovskaya, V.V., Moldovan, A.A. (2022). Business Models in Clothing Market: Value Proposal Specific. In: Rumyantseva, A., Plotnikov, V., Minin, A., Anyigba, H. (eds) Challenges and Solutions in the Digital Economy and Finance. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-14410-3_30
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DOI: https://doi.org/10.1007/978-3-031-14410-3_30
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