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    Date submitted
  • 12-Feb-2018



The brand promise of Capsulize is simple- To provide a stress-free, simplified wardrobe for the modern woman. Here at Capsulize, we believe that every woman deserves to feel beautiful and confident in her own skin, and we aim to make it happen. Our business will deliver a one-of-a-kind shopping experience to buyers, in which they will be fitted by our in-store stylists to determine their "Capsulize Size" in shirts, pants, dresses, and shoes. Then, our stylists will help them customize their very own wardrobe, which will include clothing pieces that will compliment their unique body shape and showcase their personality. The buyer will then be given the option to purchase the clothing pieces individually or in a "Capsule Set", which will range in price dependent upon the set they choose. We aim to carry our clothing pieces in every "Capsulize Size" at our stores, but will also carry fabric swatches so our buyers can select the colors and patterns that they love. The buying process will take place in-store, where they will pay for the items. Our sales clerks will then submit the custom orders to our producers, who will deliver the clothing free of charge to the buyer's home. The need for our business is evident in the fashion industry as women face the stressors of finding the perfect outfit to wear on the daily. This stress creates a constant drive to contribute to consumerism, which ultimately leaves buyers unsatisfied. With just thirty-five wardrobe pieces, we are confident that our buyers will have the perfect outfit to wear on any occasion. We can sum up our business in three words- Simplify, Customize, Capsulize.

Additional Questions

Who is your customer?

Women between the ages of 18 and 35.

What problem does this idea/product solve or what market need does it serve?

Capsulize will simplify the buying process for women and provide access to affordable, fashionable, and flattering wardrobe pieces. According to a 2016 study conducted by the popular skincare brand Dove, only 24% of American women feel confident in their own skin.We believe that a large part of this lack of confidence is due to brands targeting their clothes towards one body type. Capsulize aims at targeting all body types, with wardrobe pieces that will make our buyers feel confident and beautiful exactly as they are.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

We are targeting women of all shapes and sizes, unlike the majority of brands in the industry. Women aren't exclusively "plus-sized" or "not plus-sized"- There is a diverse range of body shapes to take into consideration.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

First, we plan to advertise Capsulize via social media outlets, targeting our millennial demographic. Throughout the process of designing our company, we will get to know our target market, what they look for in clothing, and what they desire most from an up-and-coming fashion brand. Although several companies specializing in capsule wardrobes already exist, we stand out in that we will offer a variety of clothing in a wide range of colors and patterns to fit and flatter every buyer. We accept that there is no one piece of clothing that will look good on everyone. Instead, it's imperative to modify the basics to fit the needs of the modern woman. Throughout the implementation process of our business, we will offer discounts to first-time buyers and search for customer evangelists to promote our brand. We will also be on the lookout for feedback from our buyers as to what they would like to see more of and how we can improve.