Bee & Alpaca
Good sustainable practice meets great style.
Up-Cycled Up-Cycled Up-Cycled Up-Cycled Up-Cycled Up-Cycled Up-Cycled Up-Cycled Up-Cycled Up-Cycled
Contents
Brand Concept
Visual Identity
Bee & Alpaca x Website
Bee & Alpaca x Instagram
Brand Identity Prism
Brand Onion
Brand Competitor Matrix
The 5 E’s
The 4 P’s
S.W.O.T Competitor’s S.W.O.T
P.E.S.T.E.L
Customer Profile
Customer Journey Map
Pyjama Gap Proposal
Dressing Gown Gap Proposal
How The Range Would Look On The Website About The Event
Overall Event Moodboard
How Will The Tents Look Inside?
How Will The Packaging Of The Gifts Look?
Event Promotion
Festival Ticket
Mock-Up Snapchat Filter
Brand Concept
Bee & Alpaca are a sustainable womenswear fashion brand based in the UK, selling womens products from pleated skirts to hair scrunchies.
They focus on hand-picking the best fabrics and imaging creative ways to bring them back to life, creating smaller batches and less waste.
They believe that sustainability starts with all of us, and that is why they have started to work towards eliminating waste in the fashion industry by saving as much material from landfill as possible.
Bee & Alpaca aim to prove that we can do better; whether that is by reducing impact at each stage of our garments’ lifecycle or encouraging our customers to choose well and buy less.
My Aims For Bee & Alpaca
My overall aim for Bee & Alpaca is to launch them as a more ‘known’ brand in the fashion world. By proposing a new clothing collection, it will branch out their customer demographic and meet their current consumer’s wants and needs.
Upcycled Materials
Unique Creative Journey
Considered Design
Trusted Suppliers
Visual Identity
Brand Logo
Primary Colour Palette
Primary Brand Font
Source Sans Pro
Bee & Alpaca x Website
Easy to navigate
Consistent designs
Showcases sustainable, stylish garments
Bee & Alpaca’s website, much like their Instagram, is nice and simple with lots of white space. This is important, as it gives the products room to breathe which makes it visually pleasing for a consumer. It is also extremely easy to navigate, and there is minimal text allowing a customer to browse with ease without getting distracted with text.
Bee & Alpaca x Instagram
1, 816 followers (low engagement)
Average interaction per post: Around 35 likes and 3 comments
Around 3 posts per week
Bee & Alpaca’s Instagram is their main social media platform that they promote their brand on, in order to reach their main target demographic of young women. Their layout is extremely minimalistic and simple, keeping with the theme and tone of voice of their brand. They use lots of neutral colours such as beige and brown, which is very aesthetically pleasing for the eye. They have story highlights displayed on their page, which are all very clear and you can view ones that you have maybe missed in the past.
Brand Identity Prism
PICTURE OF SENDER
Physique
Colourful, sustainable & stylish women’s wear, longlasting clothing
Relationship
Accessible, sustainability meets fashion, sharing sustainable clothing
Bee & Alpaca
Reflection
Individualism, fashionable whilst being sustainable
Personality
Confident, stylish, mature, sustainable, cool
PICTURE OF RECEIVER
Culture
United Kingdom, good relationship with consumers, individualism
Self-Image
Fashionable, unique, stylish sustainable fashion, confident
INTERNALISATION
EXTERNALISATION
Brand Onion
Vision
To be the go to sustainable clothing brand, whilst keeping in with trends.
Values
Sustainability is at the heart of the brand, and they value eliminating waste in the fashion industry.
Brand Internal Drivers
Beliefs
Sustainability starts with all of us, and it is so important that consumer’s are aware of it.
Brand Personality Brand External Drivers Bee & Alpaca
How We Look
The brand has gone for a minimalistic style, on both their website & Instagram. Beige is a running colour.
How We Talk
They speak in a motivational way, with educating consumer’s at its forefront.
How We Behave
They post regularly on Instagram and on their story, keeping consumer’s engaged with exciting content.
Position
They are a small, independent brand so therefore have to compete with other smaller brands.
Proof
They have smaller following, meaning they need to meet consumer’s needs to compete with others.
Strap-line
“Good sustainable practice meets great style”.
Competitor Brand Matrix
For my brand competitor matrix of Bee & Alpaca, I have chosen the headings of high price, low price, basic and unique. All of the brands I have selected are sustainable, apart from Goose & Gander.
I have placed Bee & Alpaca into the lower price, and more towards basic. Their brand is quite affordable, and they lean more towards the basic category as they mainly sell simple, plain garments.
All of the brands lean more towards basic, as the majority sell simpler clothing, however some do sell more unique pieces such as Finsu, who are also more of an expensive brand.
High Price Low Price Basic Unique
Bee & Alpaca
The Five E’s
Essence Enpower Educate
• Bee & Alpaca’s main social media platform is Instagram. This is how they draw consumer’s in with the posts they put out regularly
• Some key words to describe their main aims as a brand are: Sustainability, considered, trusted, ethical, anti-waste, quality, determination, growth
• Bee & Alpaca’s main Instagram posts are inspiring and motivational, for example they post content such as ‘What to do with old clothes: five sustainable actions’, ‘8 easy sustainable fashion tips to try today’ etc. Their consumer’s know they’re always there if they need specific advice
• Bee & Alpaca as you know post educational content around the theme of sustainability and aim to educate their consumer’s by doing so
• Sustainability can be hard to understand, but they do a good job of making it easier- for example, through a post titled ‘Are clothes made from deadstock fabrics more sustainable?’
Entertain Engage
• In order to keep their customer’s entertained, Bee & Alpaca have various techniques:
• They post very regularly on their Instagram story, usually of images from an interesting photo shoot or run-downs of new/upcoming products and how they are beneficial to consumers
• Bee & Alpaca use interesting captions alongside images on their posts to intrigue people
• As an example, they titled a post ‘Multi-purpose neck scarf’ with an image of that product, engaging consumer’s and making them want to find out how a scarf can be multifunctional
The 4 P’s
• Bee & Alpaca sell various clothing garments and accessories, such as sweatshirts, skirts, blouses, t-shirts, scrunchies etc
• They have sizes XS - XL in most items, which cater to a variety of consumers
• There are different colours available in some products, such as tops
• All of their garments are wanted by customer’s and are in popular designs and colours
Product Price Place Promotion
• Bee & Alpaca are a more affordable sustainable clothing brand, compared to some others. Their lowest priced product retails at £8.00, a hair-band, and their highest priced items sell at £40.00, which are either sweatshirts or hoodies.
• Sustainable products always have to be priced slightly higher than mass produced items, as they have more going into them when being made. A sustainably and ethically conscious consumer will always be willing to pay slightly more, in order to help the world
• Bee & Alpaca is an online only store, and I think their target market would mainly shop online which is beneficial to the brand
• However, to bring in a new demographic of customer’s, it would be appropriate to have a physical in-store shop. Even if they just had one store based in the UK, possibly somewhere along Oxford Street, it would really branch out their consumers and massively boost their sales
• Bee & Alpaca could do a lot more in terms of promoting their brand. Although they have Instagram, which is the best way of promoting anything, it would be beneficial to them to branch out their promotion techniques
• For example, as their consumer base is younger people, the social media platform TikTok is very popular with them and it could be a really efficient way to promote the brand
• Some of their competitors use more social media platforms, so in order to be at the top they need to keep up
S.W.O.T Strengths
• Sustainability- This is their biggest selling point as this is what the brand is based around. Sustainability is so important today and it makes consumers aware of these issues
• Ethically made & produced
• More consumers now are buying from independent/small brands as they are becoming more aware
Opportunities
• As a small business, they will always have the opportunity to grow as a brand and become a lot more well-known
• Increase online presence and online interaction
• To work with various influencer’s who are inspired by sustainability
Weaknesses
• Only have sizing from S - L; need to be more inclusive e.g. XSXXL
• They do not have a men’s section or menswear collection- This completely cuts out an entire demographic of consumers
• Similarly, they do not sell kidswear- It would be interesting to see sustainably made children’s clothing items
Threats
• Although independent brands are becoming more and more popular today, bigger companies seem to keep shadowing over them, or even sometimes can take credit for unoriginal ideas that have been taken from independent brands
• A threat will always be other small brands- Consumers have too much choice as there are so many unknown fashion brands
Competitor’s S.W.O.T- Pangaia Strengths Weaknesses
One of Bee & Alpaca’s brand competitors are Pangaia. Pangaia are another brand with sustainability at their heart, and aim to have an ‘earth-positive’ impact on the world. Their main seller is casual-wear, such as sweatshirts, tracksuits, t-shirts and jackets. This is similar to Bee & Alpaca, who also sell casual clothing. However, they additionally sell day to day clothing and going out wear, such as nice tops, trousers etc.
The main obvious difference between Bee & Alpaca and Pangaia is their selling prices. Bee & Alpaca are a much more affordable brand, for example, they’re selling a sweatshirt for £30, whereas one on Pangaia could be anything from £100, even though they both have sustainable garments.
• Sustainability- It is at the heart of their brand and is their main selling point. More and more consumers are becoming more sustainably and ethically aware today
• They sell good-quality casual wear in various bright and neutral colours so consumers have a lot of options
• Pricing- Pangaia are a fairly expensive brand, with most of their garments being over £100. This doesn’t fit every customers financial wants and needs
• Design- I think it would be interesting to make a graphic design collection, as their current garment’s designs are quite plain and simple
Threats Opportunities
• To work with celebrities and influencers who can promote their brand
• Increase their online interaction and online presence
• Other brands- The main threat will always be other ethical and sustainable fashion brands, as they are becoming more and more popular than ever today
• As Pangaia’s designs are quite generic and simple, other brands will most likely produce similar garments- they need to be unique and keep up with consumers needs
P.E.S.T.E.L
P
Political E Economical S Social E Environmental T Technological L Legal
• Since Brexit, it has majorly affected the fashion industry- 53% of brands have experienced cancelled orders and 44% have experienced rejected or returned goods (Wadham 2021)
• We are seeing an expansion of independent/ small businesses today, and due to them being not as known as bigger companies, the prices tend to be higher due to them not selling as many products. This is not ideal for every customer due to the financial crisis in the UK
• A younger demographic is more likely to buy into independent brands like Bee & Alpaca, as they have become very popular and helping a small business goes a long way
• As there are so many small brands today, companies need to keep meeting their consumers expectations and produce items that correspond to their needs
• All fashion brands must keep up with rapid technology changes that happen in a postmodern society. Bee & Alpaca are technologically aware, having the main social media platform that is used by today’s generation in order to reach them; Instagram
• Bee & Alpaca are e-commerce
• Bee & Alpaca are extremely environmentally aware as they are a sustainable fashion brand
• They have started to work towards eliminating waste in the fashion industry by saving as much material from landfill as possible
• They use up-cycled materials by sorting through discarded textiles
• In terms of copyright, it is a basic regulation to what is protect-able of something that is original. Bee & Alpaca’s garments and designs are completely original and unique
• They work with trusted suppliers in Turkey, and regularly conduct visits to ensure good work practice, and they strictly prohibit child labour
Customer Profile
Name: Sophie Clarke
Gender: Female
Age: 28
Occupation: Teacher
Income: Good income, financially stable
Socio-economic group: C1
Location: Lives in Richmond, London
Hobbies: Yoga, pilates, gardening, reading, meditation
Favourite colours/shades: Beige, cream, black, brown, white
Demographic: Geographic:
• Educated women between the ages 18-35
• Stable income
• Self-aware & self-confident
• Mainly United Kingdom
• United States
Psychographic: Behavioural:
• Wants to stay ahead with sustainable fashion
• Leads a fashionforward lifestyle
• Prioritises sustainable products over branded products
• Is loyal to sustainable fashion brands but need to keep meeting expectations
• Will always be eager to buy new products
Customer Journey Map
Awareness Consideration Purchase Retention Advocacy
• Online marketing- For example, Social media such as Instagram. Also, their website
• Word of mouthThis is one of the easiest ways to spread the word about brands, especially smaller brands
• PR
• Look at comments posted by past customers on their Instagram about their shopping experience
• Can look at the FAQ’s on their website
• Can sign up and read emails from them to consider their brand
• Items only be purchased online as they are an online only shop
• You can access their website via Instagram
• Can sign up to their newsletter and receive 10% off of your first order
• Can sign up your email to receive their emails and keep up with the latest news on the brand
• Word of mouth
• Social media
• Website
• Newsletter
Bee & Alpaca’s ‘Gap’ Proposal
Nightwear range- Pyjama sets
I have identified the ‘gap’ of nightwear within Bee & Alpaca. I am proposing to launch a nightwear range, as I think it really would expand the brands target market and bring in a new demographic of consumers.
I am proposing to create nightwear suitable for summer time (top + shorts), as well as giving customer’s the option to customise the garments by adding their initials. The nightwear will be in various colours, such as standard black and white, pastels (pink, purple) and possibly grey. All of the sets will either be made out of recycled cotton or Tencel Vegan silk, which are both plant-based fibres.
Colour offer
Fabrics
Bee & Alpaca’s ‘Gap’ Proposal
Dressing gowns:
To complete my nightwear range proposal for Bee & Alpaca, I am going to design dressing gowns to accompany the pyjamas, also with optional initials on. Being able to personalise clothing is extremely popular as consumers are able to feel more connected to their garments.
The dressing gowns will come in white, black and grey, and will be made out of a type of sustainable fleece material.
Colour offer
Fabric
New Range On Website
I have created a mock-up of what my range would look like on Bee & Alpaca’s website. I have named and priced all of the garments, with the pyjama sets being £45 and the dressing gowns being £50.
Pyjamas & Dressing Gowns
Silk Pyjama set - Pastel Purple £45
Silk Pyjama set - Brown £45
Jersey Pyjama set - Black £45 Jersey Pyjama set - Grey £45
Fluffy Dressing Gown - Black £50
Fluffy Dressing Gown - Grey £50 Fluffy Dressing Gown - White £50 Fluffy Dressing Gown - Cream £50
Home / Pyjamas & Dressing Gowns
Who?
Anyone can buy a ticket for our glamping area whilst purchasing a ticket for the Isle of Wight Festival. However there will only be limited spaces, so once they’re gone they’re gone.
The creator’s of Bee & Alpaca will be there, as well as selected influencers that we have chosen.
LINE UP:
Overall Moodboard Of Event
How Will The Tents Look Inside?
Inspiration from Pinterest
What Will The Packaging Of The Gifts Look Like?
Inspiration from Pinterest
Neutral colour palette
Minimalistic packaging
Sustainable & ethical
Simple & clean design
How Will I Promote My Event?
Inspiration for promo posters
I am going to use promotional posters in order to promote my glamping event at the Isle Of Wight Festival. Above are some examples of how I would like them to look; minimalistic and simple, as that is Bee & Alpaca’s tone of voice. I would put them in various shops and around parks in London, as many Londoner’s attend the Isle Of Wight Festival.
The main way I’m going to promote my event is via Bee & Alpaca’s Instagram. I have created a mockup of an Instagram post they would post as a way of getting a consumer’s attention, and hopefully entice them into purchasing a ticket.
beeandalpaca
We are excited to announce that Bee & Alpaca are going to have our own glamping site at the Isle Of Wight Festival 2023! Purchase your tickets and join us from the 15th - 18th of June! Tickets are available on our website or go to the link in our bio! :)
beeandalpaca
Bee & Alpaca’s Glamping Site At The
Mock-up of Instagram post
Festival Ticket
Mock-up of festival ticket
Bee & Alpaca
Your place at Bee & Alpaca’s glamping area
TICKET PASS
SCAN ME
X
Digital Experience- Dressing Gown Snapchat Filter
Photoshop Mock-Up: I have created a mock-up Snapchat filter using Photoshop. My filter is a grey fluffy dressing gown (as the default colour), that the Snapchat user will be able to put on whenever they want. For example, they could put the garment on at home, at work or in the middle of the street.
I have made a mood board of my ideas for the filter, which shows various colours that you could choose for the filter, e.g. there will be colour options as well as grey, including black and white that the user can wear.
Also, there will be an option for user’s to personalise the dressing gown with their initials or just their first name, in order to give it that personal touch.
E.C E.C E.C E.C E.C E.C
References:
Bee and Alpaca (2022). ‘Asthedaysgetcolder,embracethesimplicityofcasualdressinginarichpaletteofJoySweatshirt.Getyours.’ [Instagram]. 26.09.22. Available at: https://www.instagram.com/p/CiWWqlNtIj/ (Accessed 14.10.22)
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Unknown photographer (2022). UltimateGlampingTent . Available at: https://www.pinterest.co.uk/pin/3659243437312398/ (Accessed 10.12.22)
Unknown photographer (2022). BohoChicGlampingParty-aRentableTentExperience-MintEventDesign.Available at: https://www.pinterest.co.uk/pin/510103095304576290/ (Accessed 10.12.22)
Unknown photographer (2022). Belltentstyle.Available at: https://www.pinterest.co.uk/pin/525513850280139419/ (Accessed 10.12.22)
Unknown photographer (2022). Feminineminimalistfragrancelogoandpackagingdesignmockups.Available at: https://www.pinterest.co.uk/pin/502292164702041640/ (Accessed 10.12.22)
Unknown photographer (2022). CustomMailerBoxGoldFoilPrintLuxuryPackagingDesignbyStudioBlanche.Available at: https://www.pinterest.co.uk/pin/1090715603480022216/ (Accessed 10.12.22)
Unknown photographer (2022). MinimalJewelleryPackaging.Available at: https://www.pinterest.co.uk/pin/9710955438884413/ (Accessed 10.12.22)
Unknown photographer (2022). TissuePaperDesign,WrappingPaper,BrandingStationary,Tissuepaperpackaging,MailStickers,digitalpaper,B....Available at: https://www.pinterest.co.uk/ pin/134967320072985019/ (Accessed 10.12.22)
New Look (2022). CurvesPaleGreyFluffyLeopardPrintTrimHoodedDressingGown. [Online] Available at: https://www.newlook.com/uk/womens/clothing/nightwear/curves-pale-grey-fluffy-leopardprint-trim-hooded-dressing-gown/p/831254202 (Accessed 03.12.22)
John Lewis (2022). ChelseaPeersPlainFluffyHoodedDressingGown,Cream. [Online] Available at: https://www.johnlewis.com/chelsea-peers-plain-fluffy-hooded-dressing-gown/cream/p109337082 (Accessed 03.12.22)
Slumber Hut (2022). LadiesLuxuryRippleCutRobe. [Online] Available at: https://www.slumberhut.co.uk/products/ladies-luxury-ripple-cut-robe-cream (Accessed 03.12.22)
Go To Shopping (2022). BuyGreySoftTouchRobeFromTheNext. [Online] Available at: https://www.vmfun.com/?product_id=195826406_49 (03.12.22)
Pretty Little Thing (2022). PRETTYLITTLETHING PLUS BLACK FLUFFYDRESSING GOWN. [Online] Available at: https://www.prettylittlething.com/prettylittlething-plus-black-fluffy-dressing-gown. html?refresh=1670859229956 (03.12.22)
Chelsea Peers (2022). CurveWhiteFluffyHoodedDressingGown. [Online] Available at: https://chelseapeersnyc.com/products/curve-white-fluffy-hooded-dressing-gown?variant=40736091865139 (Accessed 03.12.22)
Asda (2022). GreyFrostedFleeceDressingGown. [Online] Available at: https://direct.asda.com/george/women/nightwear-slippers/grey-frosted-fleece-dressing-gown/GEM937694,default,pd.html (Accessed 03.12.22)
Getty Images (2022). No title.Available at: https://www.inc.com/adam-heitzman/why-workspace-is-so-critical-to-employees-success.html (Accessed 03.12.22)
Unknown photographer (2022). No title.Available at: https://home.by.me/en/services/get-additional-realistic-images (Accessed 03.12.22)
Unknown photographer (2022). No title. Available at: https://www.istockphoto.com/photo/montreal-deserted-boulevard-rené-lévesque-during-covid-19-crisis-gm1220419911-357353835 (Accessed 03.12.22)
