Analysis of Muslim Fashion Business Models Through Customer Development Approach

Case Studies of Two Muslim Fashion Business Models Kamila Fashion and Amarante Hijab in Bogor

Abstract

The study aims to describe the formation process of two new fashion business, namely Kamila Fashion and Amarante Hijab. The approach used was customer development approach, which consisting two main stages: testing the problems and testing the solutions. Interview was used as the main data collection method. The number of respondents were 30 for each case. The results showed that the hypothesis of customer segments for both Kamila Fashion and Amarante Hijab were proven. For Amarante Hijab, the segment was re-grouped into three sub-segments. The value propositions of Kamila Fashion were also accepted by its customers including free design, design consultation, up-to-date, customized, premium, simple, and elegant. For Amarante Hijab, the designed value proposition, which consisting of good quality fabric from cotton and satin, simple design, up-to-date, affordable and interesting packaging, were also accepted by its customers. The study also described the implications for other elements of both business models including revenue streams and cost structures.