Strategic Business Model Development for Sustainable Fashion Startups: Insights from the BANU Case in Senegal

Wadhah Alzahmi (), Karam Al-Assaf, Ryan Alshaikh, Israa Al Khaffaf and Malick Ndiaye
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Wadhah Alzahmi: Department of Industrial Engineering, American University of Sharjah, Sharjah P.O. Box 26666, United Arab Emirates
Karam Al-Assaf: Department of Industrial Engineering, American University of Sharjah, Sharjah P.O. Box 26666, United Arab Emirates
Ryan Alshaikh: Department of Industrial Engineering, American University of Sharjah, Sharjah P.O. Box 26666, United Arab Emirates
Israa Al Khaffaf: Department of Industrial Engineering, American University of Sharjah, Sharjah P.O. Box 26666, United Arab Emirates
Malick Ndiaye: Department of Industrial Engineering, American University of Sharjah, Sharjah P.O. Box 26666, United Arab Emirates

Sustainability, 2025, vol. 17, issue 13, 1-23

Abstract: The fashion industry represents a dynamic expression of cultural diversity and plays a crucial role in national economic health. This research designs strategic management guidance for BANU, a sustainable clothing startup in Senegal aimed at empowering local families to improve their lifestyles. Utilizing an exploratory research strategy, the study develops a comprehensive strategic plan for BANU as a natural textile dyes company, examining factors influencing its development at the macro, micro, and organization layers to identify key strategic issues and strategic options as a comprehensive strategic management plan for BANU to grow. A multifaceted strategic approach is recommended, including tailored operational strategies aligned with local traditions, sustainability, and customer engagement. Collaborations with local businesses, suppliers, and educational institutions are advised to strengthen BANU’s market presence. Additionally, differentiation through unique natural dye clothing and partnerships are encouraged. As BANU evolves, a shift towards corporate strategy, diversification, and international market expansion is suggested to enhance strategic management and ensure sustainable growth.

Keywords: entrepreneurship; strategic management; international business; fashion industry; sustainable fashion; business model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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