The key success factors of small clothing business.

Abstract

According to the revolution of the internet and technology, becoming an entrepreneur is more manageable, especially doing an online business. However, many small businesses in Thailand become successful only the first time they launch products or services, but they fail to grow business and get lost later. The objective of this research is to identify the critical success of the company to survive more than five years by focusing on the clothing retail business. The qualitative study was conducted by face-to-face interviews with three successful clothing stores that operate the business for more than five years, both physical stores and online stores. The result shows the five findings emerged from the in-depth interviews, which are branding, leadership ability, research, networking, and marketing. Before launching the business, the entrepreneurs must carefully think about the product that offers to the market. It must be unique and needed. They must prepare themselves with all related knowledge by taking a course or doing research and always keep update trends and competitors. Being proactive in developing networking and relationship would help expand the business, and sometimes entrepreneurs might get support from partners. Lastly, digital marketing is efficient in promoting the company as the cost is a reasonable and high return of investment.