The challenge: from one-hit wonder to sustainable business
Shayli Harrison, originally from Australia, dove deep into digital fashion tools while studying at the Antwerp Fashion Academy. That exploration led to the founding of Mutani in 2021, a unique player at the intersection of fashion and gaming. The mission was clear-cut from the start: give gamers the ability to creatively express their passion beyond the virtual world. Not through basic hoodies emblazoned with logos of their favorite games, but through a subtle clothing line that feels like an extension of who they are in the virtual world. Or, as Mutani’s tagline aptly puts it: “less geek, more chique”.
A first collection of 200 pieces, based on the popular game Genshin Impact, sold out smoothly. But what followed, was far less smooth: the initial limited licensing deal with the game studio prevented scaling, and the production process turned out to be too slow and unreliable. There was also no well-defined go-to-market plan. The first group of customers consisted mainly of the founder’s friends, family, and fans, but was there actually a market for Mutani’s unique concept beyond this inner circle? And if so, what was the best way to reach it?
The approach: in-depth market analysis as a foundation
A group of Master’s students Management from Antwerp Management School set out to find answers and help transform Mutani from a one-hit wonder into a sustainable business. They began with a comprehensive market analysis to determine whether there was genuine demand within the gaming community for creative fashion items that go beyond conventional merchandise. Only if that answer turned out to be positive, would it make sense to tackle the other obstacles, such as intellectual property.
"The students tackled this research with a depth of energy and curiosity that re-energised me as a founder and injected new momentum into the company. Their recommendations created a clear forward direction, and their influence is still visible in how we operate today." - Shayli Harrison
As part of their market research, the students conducted in-depth interviews with a wide range of professionals and representatives of the gaming community. The findings were encouraging: many gamers were dissatisfied with the current merchandise on offer. They didn’t want loud designs loaded with logos. They wanted subtle, authentic clothing that let them bring their avatar into the offline world. And they were willing to pay more for it, as long as the design and the story behind it resonated, both aesthetically and emotionally.
With this clear “go” in hand, the students developed a well-founded strategy that Mutani could put into practice. That strategy was built from several, interconnected layers:
• A smart pricing strategy
• A practical framework for intellectual property
• A lean production plan
• A go-to-market strategy
The result: a solid foundation for growth
Thanks to the students, Mutani received a well-founded answer to the question that proved to be the initial bottleneck: is there actually a market for Mutani’s bold and original concept?
Once the answer proved to be “yes”, the students went a step further by mapping out how to tap into that market with minimal risks and investment. Every obstacle Mutani came across with its first collection was systematically addressed, from IP concerns to a lagging production process.
As a result, Mutani now not only has a clear and in-depth understanding of its market, but also a feasible and actionable strategy for winning that market sustainably.
