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