Yaku-Capstone

QUESTION, DEMAND, ACT.

Caridad Bustamante |Capstone Proposal | FASM 430 | Donald Levy | Fall 2019

con tent s 03

Part I

04 Introduction 05 Objectives 06 Market Size 10 Ethics 16 Graphic Trends

19

Part II

20 Yaku Magazine 21 Mission/Vission 22 Branding 25 Target Market 29 Strategy Plan 30 Marketing Mix 33 Operational Plan 34 Success Measurements 35 Opportunity/Challenges

36

Part III

37 Learning Outcomes 38 Conclusion 39 References

PART I

intro duction Currently, we are facing an era of change in fashion. Sustainability reads in every headline and fashion companies constantly fight for who is the most ethical. However, many consumers are unaware of the topic. They do not know that by changing the way they shop, they can be making a huge difference in the world. In a consumer-centric business it is crucial for them to demand change in order to provide a better future.

Therefore, I want to create a tool that facilitates the understanding of fashion, specifically fashion sustainability. A digital magazine that informs consumers on current issues and encourages them to act and demand better practices. By making information more accessible, I hope to make an impact on society and help the fashion industry progress.

objectives

Inform consumers about current issues in the fashion industry and encourage them to help by providing a list of resources.

Create a magazine with modern branding that layouts the current impact of fashion in the environment.

Change consumer’s behaviors to make a permanent impact.

market size

Digital publishing in the us

Digital Publishing in the US Case Study from Statista

revenue in the digital market

Market volume of US$46,591m in 2019, most revenue is generated in United States.

market expenditure

Market Outlook from Statista based on a market-driver logic including over 400 region-specific data sets

Key Market Indicators 2,500

+3.2%

in U.S $ (millions)

2,000 1,500

+1.3% 1,000 500 0 2017

2018

2019 Clothing, Footwear

2020

2021

2022

2023

Communication

The Key Market Indicators give an overview of the demographic, economic and technological development of the United States in the indicated areas.

Consumers’ expenditure in Communication and Clothing are expected to grow in the next years. There is a larger growth percent in Communication, giving the opportunity to expand in that area in order to influence the retail market.

ethical behavior Ethical Living is being mindful of others (other human beings, animal welfare and/or the environment) when making life decisions and consumer choices.

It encompasses decisions and behaviours motivated by achieving sustainability.

drivers for ethical living

Shifting Economic Power

Environmental Shifts and Pressures

Population Change

Changing Values

population change Demographic shifts such as urbanisation and falling birth rates, increasing the proportion of elderly people, reshape consumer lifestyles and purchasing decisions.

Rapid urbanisation puts pressure on urban infrastructure, energy resources, air quality, water supply, waste management and leads to environmental degradation.

environmental shift Competing demands combined with economic, environmental and political risks are creating pressures on environmental resources.

Global demand for natural resources has been growing along with world GDP, driven by populaiton expansion.

Responsible production and consumption and forstering innovation for sustainable development are key targets.

changing values Genrational shifts and changing political scenarios, such as the rise of populism, shape decision-making from policy to purchases.

Global survey data indicates a growing number of consumers are looking for ways to simplify their lives, are more open to trying new things and increasingly considering time as currency.

Euromonitor survey results at global level indicate that 60% of respondants expressed worries about climate change in 2016.

transparency in us retailers

Survey from Fashion Revolution

graphic trends

Asymmetrical Layouts Open Compositions

Eclectic Minimal design Bold colors

Bold Typography

A brand’s most important asset is their customer. Therefore, if the costumer starts demanding better practices, then retailers will start making real changes. By informing consumers, they will become conscious of the best practices they can implement and their impact in the world. Consumers have more power to influence change due to the rise of social media and the ease of gaining/spreading information and opinions. When the information is accessible, spreading it is not a challenge.

It is in us, future marketers, to change how the fashion industry is currently working to provide a future of innovation. If we do not take the environment into consideration, in less than 20 years we will not be able to work in the industry we are so passionate about.

why?

PART Ii

mission

Create awareness of the effects the fashion industry has on the environment, while leading the way to create conscious consumers.

vision

A consumer that is aware about its impact on the world and that carefully sources his clothing to make better ethical decisions.

Branding Filicudi solid ABcdEFGHiJKlMNoPQRsTuVWXYZ 1234567890

Century Gothic Pro Bold

Century Gothic Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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QUESTION, DEMAND, ACT.

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Target market Age: 18-35 Location: USA VALS: achievers and thinkers They make up 21% of consumer discretionary purchases. The content creators and users of society. They are analytic. They tend to plan, research and consider before they act. They enjoy information and historical perspective. In order to act, they need to get informed. They are not influenced by what’s trending but what has a meaning behind. They use technology in functional ways. They have a “me first, my family first” attitude. Hardworkers, peer conscious, professional and goal oriented.

Finally, they are not fashion forward. Meaning that they are not the ones to shop the latest trend or know about the new store in town. They shop according to their needs and whatever makes them feel comfortable. They are more likely to support brands that have a story behind.

users by age in the digital market

The target market falls into the 49.3% of users in the digital market in the United States.

According to the Statista Global Consumer Survey they share the largest perecnt of users.

insights

Based on 3,000 (15-30 year old) responders in the US

I don’t mind buying items that will not last for a long time if they are inexpensive 0

100%

I would rather buy fewer, but higher quality things

0

100%

I like to repair my items instead of purchasing new ones

0

100%

Buying eco or ethically conscious products makes me feel good

0

100%

2019 2017 2016 Lifestyle Survey from Euromonitor

Elianna, or El if you are close to her, loves to travel. She is in love with history. Whenever she goes to a new place, she likes to dive into the culture and learns every fun fact. She is married to Ryan, a Biomedical Engineer. They share a loft and are planning to start a family soon since her dream is to have a little baby boy.

Although, she wanted to wait until she was stable. She is very intellectual and social. On her free time, she likes to visit her best friend that lives an hour away from her. They like to try a new restaurant every weekend. She is politically active and is part of the Women’s Way Foundation, which supports equal rights for girls and women.

primary persona Elianna Hallick

34 Real Estate Manager 135k Philadelphia, PA Shops at LOFT, Chicos, and Topshop Thinker Analyst, enthusiastic, proactive

secondary persona Julian Bowen

22 Political Science Student/Starbucks Barista 15k Boston, MA Shops at Ralph Lauren, Tommy Hilfiger and H&M Achiever goal oriented, professional, hardworking

Julian’s dream job is to work for the United Nations. He already intern in their office in Geneva, Switzerland last summer. He is intellectual and goal oriented. He loves to sail, so whenever he has a free weekend he travels to Newport, RI to sail with his father. It is one of his favorite traditions since they have done it since he was little. He is really close with his family. They are the most important thing to him. He has an older sister and a younger brother.

He also plays the piano and listens to Rock music. He does read occasionally, mostly for school.

strategy plan Brand Oriented • Build trust with customers through transparency and ethical values • Differentiate the brand with emphasis in fashion education and affordable solutions Socially Oriented • Connect with customer through social media using call-to-action copy • Seamless multi-platform user experience with social media and digital • Connect people to build a community utilizing an online discussion forum Pre-Purchase Oriented • Digital advertising in social media • Promotional workshops and events Purchase Oriented • Partnerships with local clothing stores, markets and wellness centers • Weekly list of resources and tips into becoming more sustainable Post Purchase Oriented • Email subscription • Direct email and print material • Social media follow-up

Marketing mix Events + Workshops Promotional events and workshops with industry experts that will advice consumers. Monthly workshops at different universities in order to target students.

Email Marketing Notify consumers on new articles, weekly tips/advice, and open a conversation with them to answer questions.

Social Media Infographics and videos to better explain fashion processes.

Weekly events and latest news.

Student ambassadors.

social media marketing

LANDFILLS Our Story

a place to dispose of refuse and other waste material by burying it and covering it over with soil, especially as a method of filling in or extending usable land.

LANDFILL FASHION INDUSTRY NPR reports, from the Environmental Protection Agency, that 15.1 million tons of textile waste was generated in 2013, of which 12.8 million tons were discarded

#MondayMatter is an opportunity to share terms related to sustainability or fashion that are common in news articles, however they might be hard to understand.

wild postings yaku.com is the call to action By placing stickers around cities and giving them out in stores that are Yaku’s partners to get people’s attention and bring them to the website.

operational plan Brand Development Website Design Social Media Wild Postings Email Final Website Launch Event Workshops

January

February

Pre-Launch March

April

May

June

Launch July

August

September

Initial budget Brand Development Website Design Social Media Wild Postings Email Marketing Launch Event Workshops Monthly Events Potential App Website Maintenance Office Rent Employee Wages First Year Total

Operational Costs

Per Workshop Per Event Per Month Total

$ $ $ $ $ $ $ $ $ $ $ $

75,000 20,000 10,000 1,000 5,000 15,000 3,000 1,000 15,000 5,000 3,000 250,000 462,000

Post-Launch October November

December

success measurement First year expectations based on competitor’s results

600k

total online following in social media (Instagram). Social media is a channel for awareness and the easiest way to spread information among the target market. It is crucial to attain the most amount of followers to measure how our target market is engaging with our brand.

1k attendees in our events. They do not only help us spread the message but it is an opportunity to network. It also allow us to work hand in hand with local communities and bring new ideas to the table.

100m reach of instagram sharing of our posts plus the use of our hashtag #questionfirst

opportunities Prioritising environmental concerns means addressing some of the most impactful business risks. An ethical stance can lead to reduced dependency on natural resources.

In order to increase credibility, brand practices have to be sustainable and ethical.

The degree of ethical awareness varies significantly across the globe.

The need to avoid “Greenwashing� as opposed to efforts to make a real positive impact.

Potential efficiency and money savings stemming from sustainable practices.

Difficulties in passing on additional costs - an ethical premium - to end consumers.

Sustainability brings the prospect of innovation of new products and business models.

The broad nature of the trend and limited ability to cross-compare and measure positive impact.

Opportunity of first-mover advantage and strong growth opportunities in some markets.

challenges

PART III

LEARNING OUTCOMES By creating a platform to condense information and provide tools for consumers to change their shopping behavior, I hope to make an impact in the industry. Fashion sustainability should involve everyone.

From manufacturers, to retailers, to marketers, and consumers.

As a marketer, is my responsibility to give the consumer access to the whole process of a garment, including information of what to do afterwards. Closing the cycle is a vital process into becoming more sustainable. I do not only care about the industry, but I care about my planet and the opportunity to keep working without harming anyone.

conclusion By condensing information about sustainable fashion practices into a single and accessible place, the consumer will be able to gain conscious about their shopping habits and start making changes.

sou r ces

Euromonitor International. (2019, April) Attitudes and Motivations/Shopping Preferences. Retrieved from http://0-www.portal.euromonitor.com. library.scad.edu/portal/dashboard/index#/ Euromonitor International. (2019, April) Importance of Green Labels/Values. Retrieved from http://0-www.portal.euromonitor.com.library.scad. edu/portal/dashboard/index#/ Euromonitor International. Malynovska, Oksana (2017, September) Ethical Living. Retrieved from http://0-www.portal.euromonitor.com.library. scad.edu/portal/dashboard/index#/ Kent, S. (2019, September 4). Glitz, Glamour & Garbage: Why Fashion Week Needs to Clean Up Its Act. Retrieved from https://www.businessoffashion.com/articles/professional/sustainability-fashion-week-clean-up-waste?from=2019-09-03&to=2019-09-04.

Team, A. G. D. (2019, June 18). Top 5 Graphic Design Trends of 2019. Retrieved from https://theblog.adobe.com/top-5-graphic-design-trendsof-2019/.

Reid, M. (2019, August 2). The 10 most inspirational graphic design trends for 2019. Retrieved from https://99designs.com/blog/trends/graphic-design-trends-2019/.

Warc. (2019, January). What’s Working in Magazines. Retrieved from https://0-www-warc-com.library.scad.edu/content/article/warc-wwi/ whats_working_in_magazines/124751