Brand Overview

Broken Planet is a rapidly growing streetwear label in the UK that has garnered a global customer base of over 400,000 within three years by incorporating fashion and sustainability. The brand's signature features include space-inspired elements, earthy tones, and puff prints, which set it apart from others. However, the brand's most crucial aspect is its commitment to sustainability and ethical practices. All of its products are crafted from either organic cotton or recycled materials and manufactured under fair and ethical working conditions (Undiscovered, 2023).

Effective Behavior

Broken Planet is a streetwear brand that designs clothing and accessories for everyone and anyone.

Consumer Profile:

Their fashion is inspired by space and futuristic themes, and their sustainability focus appeals to individuals interested in ethical fashion choices. The brand has gained popularity among consumers interested in both fashion and sustainability, particularly those who are environmentally conscious and prefer eco-friendly products.

Demographics:

- 16-25-year-old individuals

- Income: 30k+ (more or less)

- Location: o Europe - The United Kingdom, Germany, Italy, and Lithuania o North America - The United States

Psychographics:

• Interest in Fashion o Specifically, Streetwear

• Conscious of the impact of their choices on the environment

• Socially aware and have an interest in ethical practices, such as fair trade and sustainability.

• Value uniqueness and individuality o Seek out brands with a distinctive style that sets them apart from others.

• Open to new ideas and innovations

Although they don’t have any brick-and-mortar stores anywhere, they have held two different pop-up shop events, both in London and Los Angeles. Their most recent, in Los Angeles, took place on April 18, 2023, on Fairfax Ave. across from Fairfax High School. During the three-hour event, they sold exclusive merchandise, an unreleased, now released drop and limited edition I <3 LA t-shirts, which they only made 100 of and served ice cream from a truck, provided by Happy Ice. The creators of the brand, as well as the whole UK team, were there during the whole event to chat and meet their customers Overall, the turnout was amazing, and people seemed to really enjoy being there.

The importance of a pop-up shop is based on the idea of creating a unique and memorable shopping experience for customers. Pop up stores are often located in high traffic areas, such as shopping malls, city centers, or busy streets, to attract as many customers as possible. Pop up stores can also be used by brands to showcase new products or limited-edition collections, as Broken Planet did, offer special promotions, or host events such as product launches, workshops, or live performances. By creating a sense of urgency and exclusivity, pop up stores can generate excitement and buzz around the brand, and create a sense of community among customers

Communication behavior on social media: Broken planet uses Instagram as a primary tool to communicate with their 400k followers. They regularly post high quality photos and videos of their products, promotions, and events. The brand also uses Instagram stories to share behind the scenes footage, sneak peeks, and interactive polls to engage with their audience. They encourage their customers to share their photos wearing the brand by using the #BrokenPlanet, which they then repost on their own Instagram page. This helps to create a community around the brand and encourage user generated content The brand also uses Instagram to showcase their commitment to sustainability by sharing information about their eco-friendly materials, production processes, and social responsibility initiatives. They also use Instagram promote their pop-up stores, product launches, and collaborations with other brands Overall, their Instagram strategies focus on creating a strong visual identity for the brand, engaging with their followers, and promoting their values of sustainability and ethical practices. The content featured on Instagram is similar to the content they share on their TikTok page, although they receive less engagement compared to their Instagram page. Broken planet utilizes YouTube as a platform to engage with their customers through visual storytelling. The brand's YouTube channel features various types of content, including brand advertisements, behind the scenes videos, and mini documentaries about their social impact work. One of the ways they communicate with their customers through YouTube is by showcasing their products in a creative and visually appealing way. For example, the brand has released several product focused videos that showcase their clothing items in action often featuring models wearing the clothes in urban or outdoor settings. Broken Planet also uses YouTube as a way to share their brand story and values. They have released several behind-the-scenes videos that take viewers through the process of creating their garments, from designing to production. These videos not only showcase the brand's dedication to sustainability and ethical practices, but also help customers feel more connected to the brand. Another way they communicate with their customers through YouTube is by sharing their social impact work the brand has released several mini documentaries that showcase their foundations missions and the impacts they have had on vulnerable communities ’ By sharing these stories, they are able to connect with consumers who are passionate about making a positive impact in the world and show them how their purchases are supporting those efforts

Ethical Behavior – Sustainability:

Broken Planet is committed to ethical behavior and sustainability throughout all aspects of its business. The brand prioritizes using sustainable materials, such as organic cotton and recycled fabrics, in its clothing and accessories. They work with factories that adhere to fair labor standards, ensuring that all employees involved in the production process are treated fairly and ethically. They also prioritize transparency and accountability by providing information on their supply chain and production processes to customers (broken planet, 2023)."sustainable fabric choice is one of the most impactful ways to reduce harm to the environment. For instance, 20% of industrial water pollution comes from textile treatments and dyes, which use over 800 chemicals that factory workers breathe in. These toxic chemicals pollute our water and soil and are absorbed by our largest organ – our skin – when we wear them, presenting a real danger to our health" (broken planet, 2023).

“We don’t even mention our sustainability anymore, i think people just get it and trust us,” broken planet told Hypebeast. “We don’t do it to make sure we get sales, we just use sustainability to help our thought process internally and to know that’s how we make decisions we don’t think that we need to scream and shout about it” (hypebeast, 2023).

Broken planet only uses the more sustainable GOTS (global organic textile standard) certified organic cotton or recycled cotton. GOTS certification ensures that everything from cotton harvesting, processing, manufacturing, packaging, labelling, and distribution meets rigorous environmental and ethical standards (broken planet, 2023).

The Broken Planet foundation was established in 2021 to create a more impactful way to donate money and resources to vulnerable communities worldwide. They have raised over £100,000 through friends and family raffles, and they plan to do 1-2 missions every year. The foundation team is working hard to find areas in need and the most impactful solutions for each. They aim to be a part of the entire process, going to the locations to help make a change happen. Every mission will be filmed and released as a mini-documentary, and once the foundation is officially established, they will announce their first mission in early 2023.

Diversity, Equity, and Inclusion:

There is no publicly available information about Broken Planet's ethical behavior specifically related to diversity and inclusion. However, many sustainable and ethical fashion brands are increasingly prioritizing diversity and inclusion as part of their overall commitment to social responsibility. It is possible that Broken Planet also values diversity and inclusion and incorporates these values into their brand mission and operations.

Global Perspective:

While Broken Planet is based in the UK, it has a global reach with customers from around the world. The brand has been able to attain over 400 thousand customers worldwide in less than 3 years by combining fashion and sustainability. Its success demonstrates the growing demand for sustainable and ethical fashion, particularly among younger consumers who prioritize social and environmental impact.

Broken Planet represents a shift in the fashion industry towards sustainability and ethical production practices. The brand's commitment to social and environmental causes, as well as its unique designs, have made it a popular choice among consumers seeking fashion that is both stylish and responsible globally.

Suggestions:

One suggestion for Broken Planet to broaden its global reach is to expand its marketing and distribution channels beyond the UK. The brand can explore partnerships with international retailers, online marketplaces, and social media influencers in other regions to promote its sustainable and ethical products. In addition, Broken Planet can consider tailoring its designs and collections to appeal to specific cultural and regional preferences. This can involve incorporating elements of local cultures, traditional crafts, or regional environmental issues into the brand's products. The brand can increase its engagement with its global customers by using social media to showcase its charitable missions and community involvement. This can help to build brand loyalty and awareness among consumers who value socially and environmentally responsible brands. By implementing these suggestions, Broken Planet can increase its visibility and appeal to consumers beyond the UK, while also reinforcing its commitment to sustainability and ethical practices on a global scale.

Marketing Principles Positioning Map:

These are just a few examples of sustainable and ethical fashion brands that could be considered competitors to Broken Planet. However, each brand has its own unique approach to sustainability and ethical practices, so they are not necessarily direct competitors in terms of their specific products and values.

Marketing Principles Segmentation (STP):

Segmentation: Broken Planet's target market can be segmented into environmentally and socially conscious consumers who are interested in sustainable and ethical fashion. These consumers prioritize products that have a positive impact on the environment and society and are willing to pay a premium for products that align with their values. Broken Planet's products are aimed at both men and women, with a focus on streetwear and casual fashion.

Targeting: Broken Planet targets consumers who are seeking sustainable and ethical alternatives to traditional fashion brands. The brand appeals to those who value environmentally friendly and socially responsible products and are interested in supporting a brand with a strong ethical mission. The brand's target customers are primarily located in the UK, but the brand has the potential to expand its reach globally.

Positioning: Broken Planet positions itself as a sustainable and ethical fashion brand that offers unique streetwear and casual fashion designs. The brand's core values of sustainability, ethical production practices, and charitable giving are at the forefront of its messaging and are intended to appeal to consumers who prioritize these values in their purchasing decisions. The brand's distinctive space-themed designs and Earth-tone colors help to position it as a trendy and fashion-forward option within the sustainable and ethical fashion market. By combining sustainability and fashion, Broken Planet seeks to position itself as a leader in the growing sustainable fashion industry.

Marketing Principles SWOT Analysis:

Storytelling is a vital tool for a marketer because it allows them to create an emotional connection with their audience. By telling a story, a brand can engage its audience, build trust, and convey its values and mission in a way that resonates with its customers. A well-crafted brand story can help a company differentiate itself from competitors and create a lasting impression on consumers.

Broken Planet is a great example of a brand that uses storytelling effectively. The brand's story is centered around the idea of a broken planet, and how we all have a responsibility to do our part to fix it. This narrative is woven into the brand's mission, values, and products, creating a cohesive and compelling story that resonates with its customers.

One example of how Broken Planet uses storytelling is through its product descriptions. Each item on the website has a unique description that not only outlines the product's features and materials but also tells a story about how it was made and its environmental impact. For example, the product description for the brand's "Moonlit Tee" reads:

"Our Moonlit Tee is made from 100% organic cotton and is inspired by the beauty of the night sky. Each tee is hand-dyed using a low-impact process that reduces water usage and pollution. We chose to use organic cotton because it's better for the planet and the people who grow it. By choosing this tee, you're not only supporting sustainable fashion, but you're also making a statement about our responsibility to protect the planet we call home."

This product description not only highlights the features of the tee but also tells a story about the brand's commitment to sustainability and ethical production. By doing so, Broken Planet creates an emotional connection with its customers and reinforces its brand story in a way that is both engaging and memorable.

Marketing Principles – Drivers of Change:

- Consumer demand for sustainable and ethical fashion: As consumers become more aware of the environmental and social impact of their purchasing decisions, there is a growing demand for sustainable and ethical fashion. Broken Planet has positioned itself as a brand that is committed to sustainability and ethical production, which puts it in a strong position to capitalize on this trend.

- Competition in the streetwear market: The streetwear market is highly competitive, with new brands emerging all the time. To stay ahead of the competition, Broken Planet needs to continue to innovate and differentiate itself from other brands in the space.

- Technological advances in manufacturing and materials: As new technologies emerge, there are more opportunities for brands to produce sustainable and ethical fashion at scale. Broken Planet needs to stay abreast of these developments and continue to improve its production processes and materials to remain competitive.

- Global trends and events: Global trends and events, such as climate change and social justice movements, can also impact the direction of the fashion industry. Broken Planet needs to stay attuned to these trends and events to ensure that it remains relevant and responsive to changing consumer attitudes and values.

Marketing Intelligence:

The Broken Planet brand has a high level of relevancy in today's market for several reasons: Strong focus on sustainability: Consumers are increasingly concerned about the environmental impact of their purchasing decisions. Broken Planet's focus on sustainability and ethical production resonates with this trend, making the brand more relevant to consumers who prioritize sustainable and ethical fashion. Unique brand positioning: Broken Planet has a unique brand positioning that sets it apart from other streetwear brands. The space-themed elements, Earth tone colors, and puff print are signature and distinctive Broken Planet features that make the brand stand out in a crowded market. Strong storytelling: The brand's commitment to sustainability and ethical production is communicated through its storytelling. By sharing the story behind the brand and its products, Broken Planet creates an emotional connection with consumers, making it more relevant to them. Community engagement: Broken Planet engages with its community through social media, collaborations, and events. This helps to build a strong sense of brand loyalty and advocacy, making the brand more relevant in the eyes of its customers. These key takeaways are valuable for and about the brand because they help to reinforce its position in the market and build brand equity. By focusing on sustainability, unique brand positioning, storytelling, and community engagement, Broken Planet is able to differentiate itself from other brands in the space and build a loyal customer base. This helps to ensure the brand's relevancy in the market and its ability to stay competitive over the long term.

Conclusion:

Broken Planet is a brand that stands out in today's market due to its effective communication strategies, commitment to ethical behavior and sustainability, global perspective, and unique marketing approach. By leveraging social media platforms and storytelling, the brand has effectively communicated its values and mission to consumers, creating a loyal following. Broken Planet's dedication to using sustainable and ethical production practices further enhances its credibility in the market, appealing to environmentally conscious consumers. Additionally, the brand's global perspective, with its focus on helping vulnerable communities worldwide, reinforces its commitment to social responsibility. Overall, Broken Planet's unique marketing perspective, combined with its ethical behavior and global perspective, has helped the brand stay relevant in today's market and build a strong brand reputation.

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