n an effort to be environmentally responsible and ecologically aware, the Fashion industry has joined the going green effort to become involved in the sustainable design movement. Contrary to the “fast fashion” trend that’s been dominating the retail industry, “green or sustainable” fashion is produced slower but in a more environmentally friendly manner that aims to reduce waste, encourage recycled materials and minimize carbon footprint. It’s a holistic concept that refers to all fashion products that have been created in such a way as to contribute to a healthier and more balanced world. Its categories include the following: Vegetarian and Animal Free, Ethically Produced, Craft/ Artisan, Custom/Tailor Made, Fair Trade Certified, Organic, Recycled and Vintage Second Hand.
e:vamp is a specialty boutique that capitalizes on this important and growing field. It specializes in vintage, recycled clothing and accessories – restoring them into one-of-a-kind yet up-to-date fashion pieces for those socially responsible and fashionably trendy. Re:vamp aims to be an alternative to fast and disposable fashion making productive use of existing resources to minimize cost and waste in making new clothing. It is the mission of our brand to promote sustainable design and be ecologically responsible by reconstructing and restoring vintage, used apparel, and accessories. We do this by selecting quality garments and materials and “making do” with the available resources that we have, which means minimal labor and less waste.
ustainable Fashion is not just a trend or a marketing strategy that companies integrate into their business these days. The concept of sustainable fashion is to utilize available resources and extend them to its fullest. It is an enormous task that most of the time contradicts what fashion is: changing season after season. But with effects that stretch far beyond the traditional boundaries of fashion companies and touch on things as diverse as agriculture, laundering behavior and patterns of consumption. Sustainable fashion will only succeed if consumers, producers, retailers, designers, community groups and international corporations connect together and jointly recognize their influence in promoting change.
reen is undoubtedly the latest fashion statement to sweep the industry. Of course, today’s consumer still demands stylish, trend-conscious fashion, but is equally concerned with the environment and sustainability without breaking the bank. Green is for eco-friendly not for money, as many have been intimidated with affordability of “Green Products”, that sustainable fashion is associated with luxury. This is Re:vamp’s competitive edge – making Green fashion a reasonable and affordable replacement for fast, disposable clothing. Re:vamp plans to explore and develop that niche by transforming second hand clothing into the latest style and trend, instead of the old, boring and out-dated style of recycled clothes.
e:vamp’s target market would be independent, fashionable, environmentally aware women who value style, quality and individuality. Our customers are those who are in-constant search for neo-vintage, unique, stylish and customized clothing and they support our goal to contribute to sustainable development in this industry. In making purchasing decisions, our target customer considers more than just the style, price, and quality of an item, but also whether the garments are produced in an environmentally responsible process.
he lifestyle can be described as someone who’s adopted the “Green Living.” She’s the type of girl that recycles trash —separates plastic, can, bottles, papers and compost. She lives well and eats well, choosing organic and whole foods, cooks and prepares her meal if she has the time and keeps balanced diet. She’s all about health and wellness —meditates, does yoga or goes to the gym at least three times a week. She’s an urban uptown girl. She has her head on her shoulders, having a career that sustains her lifestyle. Driven and focused, she makes sure that deadlines are met and everything is polished to detail. She works hard, plays harder. This girl knows how to have fun. She goes to music gigs with her boyfriend, visits the latest gallery exhibits with her friends, reads one book after the other and never forgets to visit her parents from out of town ever so often.
ith the philosophy of “To Shop Just Enough,” our girl goes against the trend of massive consumerism fast fashion has been promoting. Our customer is against cheap and disposable fashion. She supports the “slow and sustainable fashion” movement and chooses quality over quantity. She buys a few pieces at a time yet enough to mix and match updating her looks with style and flair. She’s the type who would hardly impulse buy and usually does not return stuff she bought because she thinks it’s a waste of time for her and for the people who work there. She knows what she wants. Not that she doesn’t mind or think of the price but makes sure that she gets what she deserves for the price she pays for.
any fashion retailers employed the up cycling of recycled and vintage clothing. Urban Renewal, a label under Urban Outfitters, has been implementing sustainable fashion for about 20 years. This brand takes outdated, dead stock and vintage clothing then re-constructs the materials to it to make garments that are more current to the trend. The production is done locally in their corporate office in Philadelphia through ethical labor practices and is completely sweatshop free. Catering to the same market segmentation, providing very similar product line and having almost identical brand concept Urban Renewal would have been a tough competition to match. But what makes this brand unattractive is the unreasonably high markup considering that their products are still the same old recycled clothing. By creating an ideal price or a price expected by the marketplace, our brand would have greater advantage over the competition.
nother advantage Re:vamp has over Urban Renewal is customer service. Being a small boutique this gives us the opportunity to attend to our customers with warm and personalized service compared to a larger store like Urban Outfitters. Re:vamp even provides alteration of the garments, could add on â€œclient requestâ€? and hold bi-weekly Do-ItYourself workshops for our customers.
up-cycle, not up-sell
e:vamp would source out our clothing from numerous reputable organizations and thrift stores that sell recycled garments wholesale in the United States. Out-of-the-Closet is a chain of thrift store located in Northern and Southern California, owned and operated by the AIDS Healthcare Foundation. It aims to generate income and funds for the medical services and educational research AHF provides. Goodwill Industries International is a non-profit organization that helps enhance the quality of life for individuals, families and communities by providing opportunities and employment programs, with the majority of its retail revenue is emphasized on resale of donated clothing. By acquiring materials through organizations that have charitable cause, this reinforces Re:vamp’s mission of contributing to an ethical and more responsible fashion industry.
e:vamp’s concept is not a brand new idea. It has been done by upcoming, veteran designers and even brand labels but at much higher prices. Revamp’s goal is to upcycle, not up-sell. Our process is simple. After inspecting and acquiring the garments for it’s value, style and quality, we begin to restore the garment, adding on new trims and embellishments to renew old and found clothing. Merchandise assortment includes the following: Tops $25-$65 Bottoms & Jeans $30-$80 Dresses $30-$85 Outerwear $50-$150 Handbags $35-$180 Jewelry & Accessories $8-$75
pening a pioneer store, which also houses the stockroom and workshop, in Hayes Valley neighborhood is ideal for sales and business opportunities for Re:vamp. Described as one of the ultrachic shopping venues of the city, this area is rich in cultural diversities and promoting collaborative community among its residents. San Francisco is known for its strong ties and support for local, small businesses — even consider them the backbone of city’s economy. Being in this location does a great advantage knowing that San Francisco is a Green Mecca and active promoter of this environmental movement.
e:vamp will participate in Discarded to Divine, organized by St. Vincent de Paul in San Francisco. This annual fashion show features a collection of one-of-akind fashion creations and exquisite home décor created from discarded clothing and materials, benefitting the St. Vincent de Paul Society’s services to people battling poverty, homelessness and domestic violence.
Distribution &Public Relations//
Itâ€™s a cool, fun SUMMER!
ur brand will utilize the most popular marketing platform in retailing today: Social Media. This strategy has evolved to become very effective to reach customers online, ignite brand passion and built customer loyalty. This marketing channel brings the brand closer to the consumer by giving them instant access and updates. Aside from our website, Re:vamp will use facebook, twitter, e-newsletters, tumblr. and our own fashion blog to advertise, promote and strengthen brand awareness. We will create an online look book where our customers can upload photos of the looks and styles they put together using Re:vamp products. A monthly photo contest will re:ward $50 in store credit the to the best and most creative styling submitted by our patrons. Re:vamp will have an online store within Etsy.com, an online marketplace that buys and sells handmade goods or vintage products.
he advertising focus of the brand will be Neo-vintage and “Artsy-Fartsy” that appeals to our target customer. Re:vamp leans towards the Urban, Green and Do-it-yourself lifestyle, so the campaign images are more of the “Indie” style than commercial advertising.