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Astral Clothing: A feasibility study on having an online store platform.

Practical Research 2

Mary Chiles College- Senior High School

Submitted to: Mr. Kevin Apoloan

Submitted by:

Banal, Christian Jerome

Bien, John Gabriel

Etis, Louise Erich Cassandra

Principe, Wency

Gonzales, Juvilyn Mae

G12-Patience

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Chapter II

Introduction

The second part of this study aims to increase the researchers' understanding and also
provide credit to people who have conducted earlier studies that are similar to their own. To finish
the Review of Related Literature and compile essential data to support the research, the
researchers classified it into two categories: local literature and foreign literature serve its
purpose.

Related Local Literature

According to a feasibility by Hernandez V. P. et al. (2020), their shop Omsim Clothing

aims to provide people who are interested in the arts, with high-quality and long-lasting
streetwear with a unique concept for all seasons, especially in our tropical nation of the
Philippines. This shirt is a great piece of "on-the-go" attire because it can be worn with anything
and is both comfy and durable. The feasibility study also shares the same objective as the
feasibility study mentioned. Also, it aims to provide consumers and customers with high-quality
and long-lasting shirts that are related to astronomy. In the researcher's study, the street clothing
company creates the best shirts at an affordable price. Those individuals will enjoy the portable
art that they produce. The local firm also offers hand-painted shirts in addition to printed ones that
are one of a kind. A street clothing company called OMSIM CLOTHING creates the best shirts at
an affordable price.

Since the pandemic started, many people have found it challenging to go shopping for
new clothing and accessories due to the risk of contracting the disease. Many individuals were
hesitant to leave their homes for worry that they would catch the virus and infect their families.
People can only order new ones by shopping online. As a result of this, some people opened an
online clothing store by taking advantage of the huge demand for new items. When compared to
other consumer goods, clothing remained a popular choice for purchase (Statista, 2016).

According to a study by Balderaz B. G. B. & Campos K. P. (2020), it is important to

establish a strong brand image. The idea around Customer-Based Brand Equity is that you
should build pleasant experiences with your customers around the brand and not just the product.
The researchers’ plan is to make sure that the customer is always satisfied with their purchase.

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Related Foreign Literature

A clothing store that sells primarily clothing and a variety of clothing items. The
responsibility of providing a space where customers want to spend money and feel comfortable
rests on salespeople. The goal of Clothing Online Shopping is to give those who love to live
simple, affordable clothing necessities. It has the designs that want from your favorite brands in
the colors and sizes you need.

According to Purwaningtyas, A. Rahadi, A R., (June 2021), they figured out the elements,
achieve the purpose, and how to establish a clothing business. The researchers also discovered
a way to sell clothing items like t-shirts online. This method will make it simpler and more
convenient to acquire new clothing using smartphone or computer. The study talks about the
elements that influence how people are dressed and purchases made via internet platforms. In
Indonesia, numerous online apparel outlets take the shape of e-commerce platforms, online
shops, and even social media has evolved into a marketplace for items. A synthesis of 36
publications from previous literature reviews was created for this study. The study and discussion
findings show that pricing, promotion, product design/style, product quality, brand image,
information accessibility, seller credibility, product variety, ease of use, and service quality are the
elements influencing people's decisions to buy clothing online. Clients buy clothing through online
channel, these elements have an impact on their decision. The research's shortcoming is that it
only looks at garment purchases made online.

Zara (May 2022) revealed that she focuses on young customers, particularly millennials,
as their primary customer base. Recognizing that they want fashionable but affordable clothing.
sharply offers the most recent trends at affordable prices. Zara has successfully positioned itself
as a stylish, affordable, and rapidly changing fashion brand for the younger generation by
understanding its target customers and providing a new way of fashion. Researcher need to look
at all aspects of marketing to get a better understanding of Zara's marketing strategy. This brings
us to a traditional marketing research method known as the 4p's strategy, which includes
products, place, price, and promotion. It identifies the latest fashion trends and quickly brings
them to its stores at affordable prices. and for the places, to further expand their brand, products,
or store in different countries or locations. is that they use an online platform to introduce and get
to know even more even if they don't visit the store.

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PROBLEM OR NEED

Astrology has gained popularity in the present-day generation, particularly among young
people who are curious about astrology and its features. Astrology is the study of how the planets
and other astronomical objects travel across the zodiac belt and how those motions relate to what
occurs on Earth. Many young individuals start to be interested in astrology due to the fascinating
subject it presents, researchers conclude that should take advantage of what is occurring and
establish a clothing line that primarily focuses on astrology.

FEASIBILITY

The product is a Clothing Line Business. A clothing store that sells primarily clothing and
a variety of clothing items. A T-shirt that is made from high-quality material at affordable prices.
Facebook is one of the platforms that many people use nowadays. Researchers use Facebook
because it is open around the clock and has more than a billion users who log in every day.
Therefore, it provides the greatest chance for business people to connect with as many
consumers. Researchers choose to make a clothing line business because many people
purchase various brands in the belief to promote public or professional image.

MARKET PLACE

Researchers want to be in their target market the teens and adult-age consumers looking
for the trendiest in the latest fashion. Teenage consumers that are looking for trendy clothing at
an affordable price. Young professionals are in search of trendy clothing at an affordable price for
themselves and children. In the clothing industry, there are many well-known local clothing
brands, therefore competition is fierce. Researcher’s will confront numerous companies here in
the Philippines, including MSTR, DBTK, HighMinds, and many others, making it tough for us. It
was challenging to compete with or keep up with these well-known names. There are already
popular clothing brands, that will be difficult for us to introduce the clothing brand to many
individuals. Researcher think those brands that mentioned earlier are the ones that will encounter
to compete with.

LOGISTICS

Based on a study by Arca J. G. et al. (2007 pp. 12 - 14), using the agile supply chain is
one of the key elements to manage a fashion market efficiently. Applying this supply chain
management to our feasibility study will help us further in planning logistics-related transactions.

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For the raw materials needed on making our products, the researchers will just get the t-shirts
from factories and the other materials and types of equipment needed from other factories and
shops. After piling up all of the raw materials and types of equipment needed, the researchers
can then proceed to the production of the product at our physical store. When our products are
now produced and are ready to be sold or delivered to our customers, the researchers plan on
getting a courier that will deliver our products to our customers if they prefer having their ordered
products delivered to their homes. The researchers will charge an additional price for the delivery
expenses so that we can also pay our courier for the services rendered.

PRICING

Traditional perspectives adopted in the retail marketing literature have argued that
retailers should adopt a discernible pricing strategy within the market (Wood S. et al., 2021).
Kopalle et al. (2009) stated that the approach to be adopted should be situational. While there are
lot of factors that are need to be considered when pricing products such as cross-channel
competition, customer factors, product type, manufacturer interaction and the medium (Kopalle et
al., 2009), the researchers plan on only adopting the cost-plus pricing strategy for the mean time
as the researchers are just new to the clothing market. Applying the concept of markup to this
pricing strategy, the researchers plan on observing how the market behaves for the meantime
while selling our products and earning some profit so that the researchers can plan on how all of
us will change the prices of our products and what other pricing strategy can ourselves apply in
our business.

ORGANIZATION AND STAFFING

According to S. Wood, et al. (2021), they conducted interviews with retailers to learn how
they set their prices and what pricing strategies they employ in their operations. “The price is set
based on expected buy-in margins as well as what we believe to be the appropriate price in
comparison to our competitors and like-for-like products.” As researchers the product tasked
marketing managers with generating interest in a good or service among potential customers.
Carry out these tasks for a department, for the entire company, or for specific projects.
Advertising managers work for media companies that sell advertising space or time, advertising
agencies that create advertising campaigns for clients, and heavily advertised companies.

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MARKETING

Researchers' strategy uses social media platform that many people used every day like
Facebook. Researcher know that Facebook is more than a billion users who log in every day. In
addition, promotion is a marketing communication technique use nowadays to inform, attract,
convince, and influence consumers' decisions to buy a particular brand. The product does not
have an additional cost because most online businesses that use Facebook platform do not pay
anything. Other clothing businesses use variety of promotions to convince consumers to check
the product and buy it. Social media networks are accessible to everyone, giving businesses a
chance to monitor the activity of their customers or potential clients. This enables marketers to
develop a more effective marketing strategy to draw in customers who fit their target audience's
preferences and interests. The researchers utilized this marketing plan to promote the business
because are aware of how social media operates and how it can be used. Social media is quite
popular in today’s generation since all of us rely on several technologies to make achieving daily
needs easier.

SYNTHESIS

This research study aims the strength and sought out what the problems are with
establishing a clothing business and whether they can earn a profit from it. The researchers took
into account all of the factors that can affect a clothing business. The researchers discussed the
problem and need on starting a clothing business, is it feasible to start this type of business, what
market place should business be in, the sources of raw materials and how the products should be
given to the customers, pricing of products, organization and staffing, and what marketing
strategies are applicable on running a clothing.

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