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Digital Business Model for Workwear Apparel

Responsible Consumption and Production; Decent Work and Economic Growth

At Henmark Apparel AB, we develop functional clothing focusing on comfort, quality and longevity. By selling directly to our customers through digital sales channels, we can cut out the expensive middleman and instead spend more money on fabrics, components and the people who sew our products. This makes it possible to offer our customers high-quality products and minimized climate impact at a competitive price. After a several yearlong design process, the products are now ready for the market, and sales will start during spring 2021.



Henmark will sell functional wear for outdoor adventures to consumers and functional workwear to businesses. The digital business model for the consumer market will be quite standardized and will not differ significantly from other e-commerce D2C players. However, the digital business model for the workwear market will need to be disruptive to challenge the traditional way of doing business through physical resellers. 



By cutting out the middlemen, we can offer workwear apparels at a competitive price with higher quality and lower climate impact than our competitors. But we know that this is not enough! The traditional way of selling workwear through resellers is well established, and it will take a lot of effort to change it. To do that, we must create a top-class customer journey that eliminates the pain points that managers and employees have with the existing model and create enough new value (for the business, the manager and the employee) to motivate them to do things differently.

We know that this will require much more than a traditional B2B online shop. It will require new digital tools, new partnerships and new distribution models. Or, can there be more to do?


Deadline for application: 2021-06-15

This project is part of a cross-disciplinary course at Linköping University and gives 8 ECTS. It is a part-time course (25 %), lasts for one semester and includes about 215 hours of work. After completing the course, a diploma will be awarded.

ECIU students applying for this project will also apply to the inGenious course but via a particular admission system (MoveOn). A senior coordinator at Linköping University will contact ECIU students for more information.

Read more about the course here:

The course includes nine (9) compulsory course elements, five (5) group assignments and one (1) individual reflection assignment.

  • KICK OFF/COURSE START. Tuesday, August 31st, 13:00 – 17:00
  • WORKSHOP - "SHITTY PROTOTYPING". Thursday, September 16th, 13.00-17.00
  • THE ART OF PITCHING – SEMINAR. Thursday, October 7th, 09.00-12.00
  • NO SLIDE 1-MINUTE-PITCH. Wednesday, October 13th. Group 1 at 08:00 – 12:00. Group 2 at 13.00-17.00
  • PITCH-TRAINING (3 minutes). Monday, November 2nd. Group 1 at 08.00-12.00, Group 2 at 13.00-17.00
  • RESPONSIBLE INNOVATION SEMINAR. Wednesday, November 10th, 08.00 – 12.00
  • 3-MINUTE-PITCH. Friday, November 26th, 09.00 – 12:00
  • PITCH-TRAINING (5 minutes). Group 1: Monday, December 6th Group 2: Tuesday, December 7th
  • GRADUATION EVENT (including 5-minutes-pitch). Thursday, December 16th, 10:00-14:00


Linköping University


Henmark Apparel AB

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