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MUAT Business Plan

Chelsealya Tanasha Tjandra

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Hi, my name is Chelsea. I grew up in Jakarta, Indonesia, as the youngest of three, which meant I often inherited clothes from my mom and sister. It might not have felt special at the time, but looking back, it really sparked my creativity, teaching me how to reimagine what I had and inspiring my love for fashion.

Today, I'm passionate about fashion marketing and social media, with a strong interest in how creativity and strategy come together to shape brand storytelling.

Hi, my name is Chelsea. I grew up in Jakarta, Indonesia, as the youngest of three, which meant I ...

As part of my Final Major Project, I developed a business plan for MUAT, an online fashion brand planning to launch in Indonesia that addresses the under-representation of women with non-standard body sizes, specifically Petite, Petite-Plus, Tall, and Tall-Plus. These women often struggle to find stylish, well-fitting clothing because most sizing systems in the market are based on international standards. In addition, few local brands offer a combination of body and height inclusivity alongside sustainable practices. MUAT aims to redefine this Indonesian fashion landscape with a demand-driven and fit-focused model, offering two core product lines: Ready-to-Wear (80%), produced in small batches based on waitlist sign-ups, and Made-to-Order (20%), allowing customers to personalise garments with their own measurements. 

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MUAT Business Plan

As part of my Final Major Project, I developed a business plan for MUAT, an online fashion brand planning to launch in Indonesia that addresses the under-representation of women with non-standard body sizes, specifically Petite, Petite-Plus, Tall, and Tall-Plu...

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