Date of Award

5-2026

Document Type

Thesis

Degree Name

Master of Science in Fashion Business and Entrepreneurship

Department

Fashion Business

First Advisor

Chajuana Trawick Ferguson

Second Advisor

Amanda Casarez

Third Advisor

Ameli Skoglund-Blaser

Abstract

This thesis project presents a comprehensive direct-to-consumer business plan for an independent women’s fashion brand, Abigail Sarai, strategically positioned around the commercial value of aesthetic design. The project is grounded in an interdisciplinary theoretical framework integrating neuroaesthetics and consumer behavior research. Existing literature demonstrates that visual principles such as symmetry, harmony, and proportion activate neural reward systems associated with pleasure, while consumer research identifies happiness and emotional well-being as central drivers of purchasing behavior. Building upon these findings, this project proposes that aesthetic beauty can function as a deliberate and measurable value proposition within fashion entrepreneurship. By aligning brand design strategy with established research on aesthetic emotion and consumer motivation, the business plan positions beauty not as a superficial attribute, but as a neurologically and psychologically grounded driver of consumer engagement and purchase intent.

Research Highlights

  • The Problem: Abigail Sarai addresses the gap in the fashion industry where aesthetic research is not translated into structured business strategy, specifically evaluating if neuroaesthetic principles can serve as a measurable value proposition for a direct-to-consumer brand. 

  • The Method: The project synthesizes interdisciplinary secondary data from academic journals on neuroaesthetics and consumer behavior with industry-standard business planning frameworks and financial modeling. 

  • Quantitative Finding: The business requires an estimated startup investment of $52,500; Year 1 revenue is projected at $173,315 with a gross margin of 65% and an estimated net profit between $40,000 and $70,000; the break-even point is approximately 16 orders per month, expected within the first four to five months. 

  • Qualitative Finding: Aesthetic harmony and visual coherence activate neural reward systems and reduce cognitive friction; consumers pursue emotional well-being and identity alignment through consumption; aesthetic design functions as a strategic asset for generating brand loyalty and differentiation. 

  • Finding: Fashion entrepreneurship can successfully integrate artistry with analytical strategy by operationalizing aesthetics as a primary organizing principle and economic driver for sustainable growth.

Creative Commons License

Creative Commons Attribution-NonCommercial 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

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