Monreal x Rain Bonnet investors Pack

R A IN BON NET X

Investors Pack

Contents Page 1.0 Introduction 2.0 The Product and Brand 2.1 The Product 2.2 The Brand 3.0 Research into the Market, Consumer and Competition 3.1 The Market 3.2 The Competitor Figure 1 - Consumer Profile 3.3 The Competitore Table 1 - Sustainable and Promotional Competitor Analysis Table 2 - Product Competitor Analysis 4.0 Corporate Social Responsibilities 4.1 Monreal’s CSR in relation to the Rain Bonnet 4.1 a Material 4.1 b Use 4.1 c Disposal Figure 2 - Comparison of Plastics 5.0 Intellectual Property 5.1 Patent 5.2 Trademark 6.0 The Law Regulating Description 6.1 Why it is Important 6.2 Types of Descriptions 7.0 The Promotional Strategy 7.1 Social Media Table 3 - Social Media Figure 3 - Demographics on Social Media 7.2 Influencers Table 4 - Influencers 7.3 Selling a Story Figure 4 - Labels Table 5 -Other Promotional Strategys 8.0 Law Concerning the Supply of Goods and Services Figure 5 - Supply Chain 9.0 The Financial Forecast 9.1 Cost 9.2 Pricing Figure 6 - Annual Rainfall per Year 9.3 Rate of Sales 9.4 Sales, Revenue, Turnover and Profit 9.5 Funding 10.0 Conclusion 11.0 References

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1.0 Introduction This is an investors pack for a sustainable rain bonnet, to be invested into a luxury sportswear brand called Monreal London. The pack includes information about the product and brand, research, CSR, intellectual property, law regulating descriptions, promotional strategies, the supply of goods and services and the financial forecast.

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2.0 The Product and Brand 2.1 The Product Rain bonnets were largely used in the 1950’s which we now associate with the older female generation, designed to keep hair dry. In the 50’s it was fashionable to have hair curled or tied up, both took a lot of work and so they needed to keep their hair looking its best, which is where the rain bonnet came in.

However, to tie in with the brand the rain bonnets will be targeted at 25-34 year olds, a slightly different age range. The product will be used to keep your hair dry whilst playing sport, like tennis. It is much more convenient to use than an umbrella and looking at it from an ethical stance – much more ethical (see 3.1b).

2.2 The Brand Monreal London is a luxury sportswear brand, that was created from personal necessity. The founder, Stefani Grosse, is a tennis player and designer and when she couldn’t find stylish yet high-performance workout gear she decided to create her own brand. Its roots are within tennis, however, it now stocks active wear for fitness, tennis, yoga, apres sport and golf (Monreal, 2017).

The product and brand fuse together well, in tennis you already have visors to protect you from the sun, which Monreal stock but what about the rain? You can’t run around playing tennis holding an umbrella in one hand. This is why a rain bonnet would be a perfect new addition for Monreal.

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3.0 Research into the Market, Consumer and Competition 3.1 The Sportswear Market In 2016 Mintel estimated that sports good sales would reach a massive £7 billion, a 6% rise from 2015, due to the population taking up more sports.

According to Sports England, between 2008 and 2015 the amount of people in the UK participating in sports at least once a week increased by 3.6%. Whilst less females take part in sport, they are buying more sportswear (Mintel, 2016). Due to brands, such as Monreal, making sportswear for women more stylish. Which has created the rise of the ‘athleisure’ trend, where 50% of consumers buying sportswear buy it for non-sport use (Mintel, 2016).

By 2020 the ethical sportswear market is set to create a revenue of $184.6 billion, it is currently growing at 4.3% each year (Moon, V., 2016). With more consumers taking an interest in ethical fashion, the market is sure to grow. Importantly, every eight in ten people think that companies should act more ethically (Mintel, 2015). This figure helps retailers to understand that at least 80% of the UK’s population cares about ethical fashion.

3.2 The Consumer The Monreal consumer is an affluent female (Monreal London, 2017) aged between 25-40. Who fit into the category of ‘Metropolitan Money’ or ‘Affluent Professionals.’ These categories’ both live in big cities such as London and are well educate with managerial roles (ACORN, 2014). The consumer is very driven, in business and leisure. Stefani Grosse, the founder of Monreal, states that for their consumer “Fitness is a key part in their fast-paced lifestyles and they don’t want to be short-changed on either fashion or performance when it comes to exercise.” (Monreal London, 2017).

Showing the consumer is very into fitness; particularly tennis. However, is also keen on style and wants to look good, whatever she is doing. She would be very into fashion and keeping up with the latest trends. Victoria Beckham is a previous customer at Monreal.

The ethical rain bonnet is likely to bring a slightly different consumer. As well as having a high income and being interested in fitness and fashion they have a high interest in ethical and eco issues. This category is called the ‘Undaunted Striver,’ a subcategory to the millennial aged 25-34. The rain bonnet is perfect for this consumer as they are the perfect target for innovative products, this consumer is an early adopter and inspires others to follow. Internationally, studies show that undaunted strivers are keen in supporting brands that have a positive impact on the environment, 51% of consumers will pay more for sustainable goods (Passport, 2015). ‘Undaunted Strivers are a key audience for higher-end green brands.’ (Holmes, L., 2015).

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Figure 1

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3.3 The Competitor Below is a comparison of how sportswear brands can become more sustainable and how they promote their sustainable lifestyle.

Table 1 – Sustainable and Promotional Competitor Analysis

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As there are no rain bonnets on the market for sportswear, other types of headwear have been compared.

Table 2 – Product Competitor Analysis

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4.0 Corporate Social Responsibilities (CSR) CSR is an important aspect of any business and is put in place ‘to safeguard the Earth- its people, it’s plants, animals and the natural systems on which life depends.’ (NRDC, 2017). Currently, the fashion industry is the 2nd highest polluting industry (ifive2hoots, 2015) and so a strong CSR is imperative in order to better the environment from the fashion industry.

Monreal is very private and doesn’t give anything away about their current CSR and so by looking at what other companies do in the sportswear market gives a clear indication of the direction needed to be taken (See table 1).

4.1 Monreal’s CSR in relation to the Rain Bonnet 4.1a Material Rain bonnets are made out of plastic, usually polyethylene terephthalate (PET). It is bad for the environment due to the massive amount of fossil fuels it takes to make and transport the plastic (Lights, Z., 2012). Instead of PET the rain bonnets will be made from polylactic acid fiber (PLA) which is made from 100% renewable sources, usually corn. The characteristics of PET and PLA are both very similar (Fletcher, K., 2014) and so the product wouldn’t change.

4.1b Use A rain bonnet can be reused over again, unlike an umbrella which firstly; isn’t suitable when playing sports such as tennis and secondly; break really easily. It’s reported that every year 1 billion umbrellas are broken, lost or wrongly disposed of. Although an umbrella is made out of recyclable materials it is hard to disassemble them properly meaning they are often not recycled (Indigogo, 2013).

4.1c Disposal Another benefit to using PLA is that it biodegrades meaning it is able to decay through living organisms (Collins English Dictionary, 1995). This means that they won’t be filling landfills.

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01 //

Figure 2

02 //

COMPARISON OF PL ASTICS

polyethylene terephthalate (PET)

polyacitc acid (PLA)

Made from renewable sources

Sulfur Dioxide released when oil is burnt causing breathing

like

problems and acid rain.

We will run out of oil by

2088

Burning fossil fuels such as oil leads to

corn

We will be breathing in cleaner, fresher

PRODUCTION

air

Unlike oil, there is a never ending supply of renewable energy. It will

global warming

never run out THE use of PLA will help achieve the US’ goal of reducing 50% of waste

The average American throws away

250 to 400 million tons of rubbish into a landfill

DISPOSAL

each year

It is estimated that PLA

1,000 years to

PET takes decompose in a landfill site

in landfills by 2030

under 1 month to biodegrade takes

into natural elements

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5.0 Intellectual Property Issues Intellectual property by definition means ‘rights given to people over the creation of their minds.’ People are given these rights to stop other people from using our designs, inventions and creations (Davis, J., 2012).

5.1 Patent A patent protects new inventions and how they are made (The Patent Act, 2014). As there has never been an ethical rain bonnet made from PLA the idea would need to be patented to stop others from using it.

To apply for a patent, they must be filed through the UK Intellectual Property Office. To apply in the UK usually costs between £3,000 to £6,000 (Dehns, 2017). Patents can be approved for four years and can then be renewable for up to 20 years (Davis, J., 2012), giving Monreal a long period to become well known for their PLA rain bonnet.

PLA was patented in the 1980’s however, the patent has now expired meaning the plastic has ‘freedom to practice’ (CompletionScience, 2017), meaning Monreal are free to commercialise the product without infringing intellectual property rights (Patents Lense, 2017).

5.2 Trademark A trademark distinguishes goods from one trader to another and can be registered for exact goods within individual categories, called classes (British Library, 2017).

Monreal filled for a trade mark in 2012 which lasts for 20 years. They have registered for class 18, leather goods, class 25, clothing, footwear, headgear and sports wear. Finally, class 26, gymnastic and sporting articles. Within these classes a rain bonnet would fit into class 25 and so it would be trademarked (Intellectual Property Office, 2012).

If this trademark was used without consent from Monreal London, it would be known as infringement. Which could lead to being sued (USPTO, 2014).

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6.0 The Law Regulating Description 6.1 Why it is important The descriptions on products needs to be truthful, as Monreal are responsible for the products they sell. The business needs to be due diligent and make sure that all the information they provide for the consumer is true. If it is not Monreal will be liable for it, liability is a criminal law.

Strict Liability is common within descriptions; it doesn’t matter if the business does not know about the false description. The prosecution only needs to see that the physical act was committed (Tan, M.D., 2014) 6.2 Types of Descriptions Size The Rain Bonnet will come in one size with a tie at the front making it more adjustable. To describe a product as one size would mean making sure that all products were the same size exactly. There is an advisable size chart from the European Standards, however as these would be just one size it is not necessary.

What the Rain Bonnet is Made of and if it’s Sustainable To ensure this is correct, Monreal would have to go back to suppliers. A likely supplier within the fashion industry is Alibaba, where their PLA sheets are said to be 100% biodegradable. In 1999 BPI created a certification to show that products are truly compostable (BPI, 2003). Monreal must also make sure all facts are truthful, this can be done by getting facts from credible sources.

Waterproof ?

Before stating whether the rain bonnets are waterproof or shower proof etc. the bonnets would need to be tested to get the correct results. If the bonnets claimed to be waterproof but after a heavy down pour let water in Monreal would be liable, so testing the product would be really important.

Advertising There are two organizations that ensure advertisement is truthful. These are The Advertising Standards Authority (ASA) and The Committee of Advertising Practice (CAP). When Monreal make their advertisements they will need to guarantee that they apply with the rules and regulations otherwise the organizations can take the campaigns down (ASA, 2017).

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7.0 The Promotional Strategy 7.1 Social Media Currently Monreal doesn’t have much of a social media presence, this is because of there current target audience. However, as the target market shifts to a younger audience for a more sustainable product they should look at promoting more on social media. The undaunted striver is 42% actively contribute on social media and is frequently posting things onto their profiles. By looking at what demographics uses what social media platform makes it clear to see which Monreal should be focusing on (See Figure 3 (York, A., 2017)).

At the moment Monreal have 6,685 followers on Instagram whereas competitors such as Lulu Lemon have 2 million (Instagram, 2017) and on Facebook they have 1,388 followers. They need to become more active in order to gain more.

Table 3 – Social Media

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Figure 3

01 //

03 //

DEMO GRAPHICS ON SO CIAL MEDIA

Facebook

83% Women

LinkedIn

27% Women

02 //

Instagram

AGE GROUPS USING FACEB O OK

18 - 29 88%

AGE GROUPS USING LINKED IN

18 - 29 34%

38% Women AGE GROUPS USING INSTAGRAM

IT IS THE MOST POPUL AR FOR THE AGE RANGE AND WITH WOMEN - IT IS VISUAL AND SECOND

18 - 29 59%

MONEY EARNING GROUPS USING

$75k + 45%

LINKED IN

MOST POPUL AR - IT IS VERY POPUL AR WITH CAREER DRIVEN INDIVIDUALS

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7.2 Influencers Consumers want a more authentic opinion on a brands product rather than listening to a more than likely biased opinion from the brand itself.

(FashionMoniter, 2016) Therefore, Monreal should use fashion and fitness influencers who also care about sustainable issues to promote the product.

An example of how important digital fashion influencers are to brands is when Arielle Charnas posted about Bio-Repair Gel Masks on her Snapchat and within 24 hours of the post, 502 masks had been sold giving the brand sales of $17,565. (Strugatz, R, 2016) Because Monreal’s budget for the rain bonnets is fairly low (£1800) they can’t use celebrities or famous athletes to promote the product, so the next best thing is to find sustainable influencers in both fashion and fitness.

Table 4 - Influencers

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7.3 Selling A Story Monreal need to get their ethical story across to entice the target consumer, so along with a price tag, the product will have tags with a fact about how the product is made, the biodegrading process or landfills. To educate the consumer on the pros and cons will make them more interested in buying the product.

Figure 4 - Labels

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Table 5 – Other Promotional Strategies

On the right is where a PR stratagy has worked.

Monreal has been placed in a magazine for free.

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8.0 Law Concerning the Supply of Goods and Services The rain bonnet is classed as a good, which means ‘commodities that are tangible and movable’ (dictionary, 2017). It will be sold in bricks and mortar stores and online and will be sold business to consumer (B2C). When sold a contract is made between the business and consumer which is legally binding.

Similar to the law regulating descriptions Monreal is liable for the rain bonnet, and so if anything were to go wrong with the product, say it was unsafe, even if Monreal doesn’t know that it is unsafe, the prosecution needs to see physical evidence to prosecute (Tan, M. D., 2014).

If there is a problem with the product after the consumer has bought it the shop would have to take the product back and return the money. If the same problem kept occurring, such as the product wasn’t actually waterproof as stated in the description, then they would have to push back up through the supply chain to work out where the issue occurred from. The business would loose money as people wouldn’t buy the product anymore.

Figure 5 – Supply Chain

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9.0 The Financial Forecast 9.1 Cost On Alibaba the cost of a rain bonnet is $1.38 – $1.96. Meaning the mid price would be $1.67. To find out how much it would cost to produce sustainably the percentage different between PET and PLA needs to be worked out. So again, Alibaba has the mid price of PET as $1.38 and the mid price of PLA as $5 per kilogram. (See below for all working out.)

Working out the percentage difference between PET and PLA 5 – 1.38 =3.62 3.62 / 5 = 0.724

Total Cost Price 1.67 + 1.20 = 2.87/1.3 = 2.21 30% overhead from 2.21 = 0.66 2.21 + 0.66 = 2.87 Total cost price = £2.87

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9.2 Pricing The most similar thing Monreal have to a rain bonnet is their visors which cost £75. This helps to give a good idea of how much could be charged for a rain bonnet. As the visor is made from leather and PVC it would naturally be more expensive than the rain bonnet which is just made from PLA. The product will be sold online and in all stores where Monreal is already sold, however, only in the UK. It will be sold everywhere as it is one of the cheaper items from Monreal and so will sell a lot of them. The reason for only stocking in the UK is because of the amount of rainfall there is. It is evenly distributed throughout the year meaning rain bonnets will be needed at any time of year (ProjectBritain, 2014).

However, as a trial run the sale of the rain bonnet will start in the wettest seasons October through to January. As well as this, because it is Monreal’s first sustainable product it should be introduced everywhere to see how well a sustainable product could sell with in the brand.

Selling Price = £60 Figure 6 - Annual Rainfall per Year (Project Britain, 2014)

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9.3 Rate of Sales

9.4 Sales, Revenue, Turnover and ProďŹ t

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9.5 Funding As the cost price of the product is very low (£2.87), it has made the budget for sourcing, production and marketing also fairly low. This means that Monreal will be able to fund the project themselves. However, Monreal is a very private brand meaning we can’t see any of their profits, so don’t know for sure that they would be able to.

If Monreal couldn’t afford to fund the project themselves, they could get a loan from the bank.

Overheads = 300 x 2.87 = Funding required for marketing =

£861 £1800

Total =

£2661

10.0 Conclusion To summarize, the rain bonnet will be sustainable by being made from a biodegradable material called PLA and the target audience will be the ‘Undaunted Strivers.’ It will be promoted mainly through the use of social media and sustainable bloggers. The product will need to be patented and will be sold at £60 with a cost price of £2.87 making a profit of £57.13.

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