A business model designed to tap into the bottom of the pyramid

The purpose of this study is to share a business model innovation targeting the Bottom of the Pyramid (BOP), offering apparel products designed with affordability. This model was proposed to a large Western apparel company and suggested as a separate brand that strengthens the position of the company as a whole. This study provides a background on the Bottom of the Pyramid theories and cases, a detailed description of our innovative model and how it is successful, the description of the product itself, along with the product marketing and distribution strategy.