Date of Award

2020

Document Type

MA Project - Open Access

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Brendan Burns

Second Advisor

Maria Sancho-Arroyo

Abstract

This Master’s Thesis Project proposes a three-year business plan for establishing TAILORMADE, an online platform that develops fine art merchandise through accessible means to combat intellectual property theft from emerging artists. It analyzes how merchandise is used as a method in transforming the ways we create, buy and sell art. It also addresses how fast-fashion stores use their mass-produced merchandise as to copy artworks from emerging artists without consent or compensation. Through this analysis, TAILORMADE proposes a company that sells merchandise made by the artist, for the art lover, and that maintains artistic integrity.

TAILORMADE also taps into an emerging marketplace where art viewers and collectors purchase art through different means and methods. Due to the ever-changing pace of technology and amidst the COVID-19 pandemic, the art market landscape has shifted drastically. With galleries and museums closed, art events to online events, and auctions to Instagram posts, the virus has potentially changed the way art is bought and sold indefinitely. However, TAILORMADE offers a solution that is not only accessible to most in terms of monetary investment, but also is responding to the direction where art is going—e-commerce. Through this analysis, TAILORMADE proposes a company that sells merchandise made by the artist, for the art lover, and that maintains artistic integrity.

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