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ENCORE: "AN ADDITIONAL PERFORMANCE" (MERRIAM WEBSTER, N/D)
(4463 WORDS)
CONTENTS 4 The Concept 6 Executive Summary -Mission Statement...7 -Aim...7 -Objectives...7
8 Why Sustainable Market? 9 Marketing Audit -Politics...11 -Economics...12 -Social...13 -Technology...14 -Environmental...15 -Legal...16
17 Macro Trends -SWOT Analysis...20
24 Target Market Analysis -Consumer segmentation...25 -Value propositions...26 -Consumer profile...27 -Potential Sellers...31
PAGE
Competitor Analysis 34
36...Service competitors37...Product competitors38...Brand positioning maps-
Opportunity 40 41...USP-
Brand Values 43 Marketing Mix 45 46...Product56...Place58...Price62...Promotion-
Vision 65 References 66 64...Appendix...Figure List...References-
Encore is a new online marketplace app for the conscious consumer. Slow fashion, environmentalism, and accessibility are at the forefront of the app's essence to encourage growth in sustainable behaviours. The
concept
was
born
from
acknowledging
overwhelmingness of consciously consuming.
the
Encore
has addressed the obstacles associated with conscious consumerism productive
through
services.
offering
education
Conscientious
and
and
diligent
research goes into finding out the materials of products and how they are sourced. Therefore, Encore's vision revolves around facilitating this journey by doing the meticulous
research
and
work
required
for
the
consumer and more. Encore will rework what it means to shop sustainably by streamlining the purchasing process through the addition
THE
of
education.
accessibility,
inclusivity
and
informed
Encore is committed to enhancing users
experience and knowledge through utilising innovative technology.
CONCEPT 4
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THE CATALYST With
the
increased
demand
and
production of fashion, the fast fashion industry has become increasingly popular with its business model that relies on the cheap and rapid production of clothing (Mulhern, 2020). Over time, this industry has become increasingly damaging, facing criticism over its lack of consideration of social and environmental issues (Niinimaki et al, 2020). This project will develop an app that addresses the problems inflicted by the fast fashion industry.
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EXECUTIVE
SUMMARY
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MISSION STATEMENT Create accessibility for aspiring conscious consumers and promote small businesses through an interactive app by educating on and providing slow fashion alternatives.
AIM Become an innovative driver in the sustainable fashion market by creating a hub and go-to for small businesses with the potential to provide accessibility and ease when shopping consciously.
FIRST YEAR OBJECTIVES -Provide consumers with alternatives to fast fashion by connecting consumers with like-minded brands that meet their conscious desires. -Disrupt the fashion market by innovating inclusivity and increasing accessibility to the sustainable fashion sector. -Decrease the percentage of consumers who are unsure where to (and how to) shop sustainably from 48% (Genomatica, 2021).
THIRD YEAR OBJECTIVES -Expand brand exposure internationally (gain global traction). -Establish a trusting community of B2B and B2C, where Encore is the go-to for sustainable shopping.
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WHY THE SUSTAINABLE MARKET? According to Mckinsey (2021), circular business models could go mainstream as the younger generations
desire
‘sustainability’
in
fashion
businesses. With increased importance around brand loyalty and trust for consumers, there are new demands for what it means to be an end-toend sustainable brand. The sustainable market is rapidly growing; the market is worth almost £41 billion (Close, 2021), as the growth rate increased between 2019 and 2021, with growth predictions to increase through 2030 (The Business Research Company, 2020). The increased awareness
popularity of
is
due
environmental
to
the
issues
growing due
to
zeitgeists like Greta Thunberg; trends include circular textiles (McKinsey, 2022). However, there is hesitation when shifting to the sustainable market due to high costs and lack of accessibility, Which deters consumers. Encore has an innovation potential as there is room for the brand to grow awareness and drive the market. Furthermore, the online shopping trend, including social shopping (Mckinsey, 2022), is increasing, as online brands fourish in light of the pandemic, so hosting a fundamentally sustainable service on an app will work well with the current and target cohort of consumers.
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MARKETING AUDIT 8 FIGURE 4
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Meticulous market research was conducted via a PESTLE analysis; the situational analysis comprises political, economic, social, technological, legal and environmental
trends
driving
the
market
(see
appendix A for the complete analysis). The PESTLE analysis identified insights into MACRO trends in the brand's environment (Oxford College of Marketing, 2018). Information collected from PESTLE and SWOT analysis is imperative to gain a holistic perspective of where and how to operate in the given market specifically for innovation potential.
PESTLE
FIGURE 5
MACRO TRENDS 10
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POLITICS PROTESTS ACTIVISTS UNEMPLOYMENT COVID-19 JUSTICE & EQUALITY
Political unrest ensued in 2021; concerns around human ethics and the climate crisis spiked. Gen Z consumers state that the brands they shop from must be
pro-equality.
Independent
and
black-owned
businesses increased engagement over the pandemic (Forbes, 2020), Political protests outbreak regarding sustainability, extinction rebellions boycotted London Fashion
week
(Cartner-Morley,
2019.
With
youth
activists like Greta Thunberg calling out the fashion industry, consumers have been influenced to increase concerns around the production of their garments, requiring
transparency
with
brands
(BBC,
2021).
According to The Guardian (2020), the under 35 age bracket accounts for nearly 80% of jobs lost due to the pandemic in 2021
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According to Forbes (2020), there has been a massive shift in sustainability trends in light of the effects of the fast-fashion industry. In the UK the market for ethically produced clothes in 2019 was £41 billion (Close, 2021). In 2000 the UK saw a decrease in retail as overseas production costs dropped; however, in more recent years, consumers have become much more ethically aware. Thus, the market followed suit and has invested more into quality clothing production (Easey, M, 2009). 54% of Gen Z state they are willing to spend 10% or more on sustainable products. Sustainable brands have increased purchasing behaviours (Business Wire, 2021) as value-driven purchasing grows in popularity (WGSN, 2020). A further trend is supporting independent businesses, as consumers see it as a call to action
APPRECIATION FOR ETHICALLY SOURCED CLOTHING VALUE DRIVEN PURCHASING MICROPRENEURSHIP
positively reflecting on themselves.
ECONOMICAL
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SOCIAL
E-COMMERCE SOCIAL MEDIA & INFLUENCERS CONVENIENCE CULTURE SOCIAL AWARENESS
With the adoption of E-commerce sites, digital buyers
are increasing every year, with over two billion people purchasing items online in 2020 (Coppola, 2021). Social media influencers have also gained popularity with the surge of engagement with social shopping (McKinsey, 2021). Most UK influencers use their platform to push the fast fashion culture, encouraging followers to purchase in a non-sustainable way. Alternatively, with the rise of social media, the reach for addressing the climate crisis is more significant; 69% of teenagers are eco-anxious,
with
an
increased
concern
for
the
imminent threat of climate change (WGSN, 2021). LSN reports on the concept of convenience culture, as consumers' expectations, shifts to augmented realities and more advanced online shopping experiences without sacrificing the perks of In-store shopping (Smith and Smith, 2016).
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With continuous new technological advancements, digitisation has become a critical driver of change (McKinsey, 2021). McKinsey reports on the reimagining of technology and the possibility for tech-forward business strategies to enhance user experience. With covid 19 impacts causing sectors to adapt online, this has reshaped the possibilities for retail. With artificial intelligence,
consumers
expect
efficiency
and
immersive experiences from online brands. Forbes (2020) states that augmented reality in the fashion sector is a profitable frontier for brands with ample room for innovation. This is a crucial feature to the ENCORE brand, which explores the possibility of technology influencing sustainable behaviours. Digital marketplaces operate in a largely saturated market, with significant retail giants launching proprietary
REIMAGINING TECHNOLOGY AUGMENTED REALITY
marketplaces (McKinsey, 2020).
TECHNOLOGICAL
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ENVIRONMENT CLIMATE CRISIS EXO-ANXIETY FAST FASHION
The overwhelming rise in awareness of the climate crisis has caused an increased emotional impact on consumers
(Webb,
2021).
Hyper
eco-anxiety
has
become a significant emerging trend that has forced consumers and designers to shift their attitudes towards more sustainable behaviours. However, with increased demand and production of fashion, the fast fashion industry has become increasingly popular with its business model that relies on the cheap and rapid production
of
clothing
(Mulhern,
2020);
this
undermines the work done by sustainable brands. The substantial effects of the fast fashion industry, which is built on overconsumption, include contributing to 10% of the global carbon dioxide emissions (Davis, 2020), consuming over 79 trillion litres of water annually whilst polluting 20% of the water from dyeing textiles and microplastic waste (Niinimaki, 2020).
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Over recent years, the fashion industry has been introduced to regulations and laws to address issues within the industry. The US government has passed domestic labour laws in clothing production and the clean water act in manufacturing (Gamble, 2022). Furthermore, various labelling laws have been put in place where marketing is concerned. Brands must disclose fibre content and country of origin, which is against
the
law
to
falsely
advertise.
However,
‘sustainable’ and ‘ethical’ are extremely difficult to define within the law objectively. Alongside this, the complexity of modern-day supply chains provides fastfashion brands with an enormous scope of legal interpretation
EFFECTIVENESS OF REGULATIONS ETHICAL LAW
to
work
within,
thus
rendering
governmental regulations not entirely effective. (Druces LLP, 2013).
LEGAL
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MACRO
TRENDS ECO-MOTIONAL FASHION (LSN GLOBAL, 2021) Eco-motional fashion coined by LSN Global is a significant macro trend that has inspired this project. There has been a " wave of changemakers
"
with
a
rise
in
anxiety
amongst
consumers regarding climate change, there has been a "wave of change-makers" (Buller, 2021). The ethical fashion trend has created a humancentric path to increase sustainable habits in fashion,
where
conscious
consumers
desire
transparency in their way to purchase, where the consumer desires brand's whose "values and ethics mirror their own" (Yieldify, 2021). Therefore, sustainability is an emerging trend driving the fashion industry; consequently, there is enormous potential for sustainable services/products.
ECO-LOGISTICS IN E-COMMERCE RETAILERS (LSN GLOBAL, 2019) Another trend driving this project is fast fashion E-commerce retailers' environmental impact. The detriments
of
fast
fashion
have
provided
innovation potential to rethinking logistics for sustainable initiatives that can reduce future environmental effects inflicted by the fashion industry (Stott, 2019). Digitisation as a macro trend has opened brands to limitless possibilities and
room
for
innovation,
as
Gen
Z
and
millennials spend most of their time online. With an emphasis on cutting down environmental effects in the online fashion industry, this project was inspired to rethink the possibilities and
FIGURE 6
potential for sustainable features in e-commerce retailers.
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BRAND TRANSPARENCY
(INSIDER, 2020)
With
inaccurate
notions
assumed
about
switching to sustainable shopping behaviours like higher expenses and less accessibility, Consumers require more information on sustainable fashion to
debunk
incorrect
assumptions
that
are
regularly made about sustainable shopping. Consumers will increasingly be inclined to shift sustainability behaviours as a result of brand transparency and education into the benefits of conscious shopping (WGSN Insider, 2021).
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Weaknesses Uncertainty around convincing fast fashion fans to pursue the shift To interact with the education feature, a high level of motivation is required to become a conscious consumer Saturated market (sustainable & women fashion market) Time-consuming to find alternatives, would instead buy fast fashion garments.
S
W
Strengths
Educative innovative and interactive technology never seen in a sustainable based concept Supports independent brands that need exposure Inlighn with the digitisation trend Supports movement to sustainability and eases feelings of eco-anxiety
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ANALYSIS
Threats Existing sustainable marketplaces adopt the reverse image technology More prominent brands create sustainable lines convincing consumers to stay loyal (e.g. ZARA/ ASOS) Education in sustainability is offered on other E-commerce apps. Googling where to buy sustainable clothing
O
T
Opportunity
Extend product to create own line of sustainably sourced products (garments) User-generated content (reviews and images of buyers in garments purchased through the app) to amplify trust in smaller brands sustainably motivated influencers collaborations with the educational feature (tutorials) Youtube channel for education and tutorials on sustainability in fashion
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55% OF CONSUMERS WANT TO SHOP SUSTAINABLY 48% OF WHOM ARE UNSURE WHERE TO FIND SUSTAINABLE CLOTHING (GENOMATICA, 2021)
FIGURE 11
TARGET
Business to Business and business to consumer
marketing operates in different categories. Encore
app
targets
both
consumers
and
businesses. To establish an effective marketing technique, it is essential to segment markets in order to identify consumer needs against competitors (Easey, M, 2009).
MARKET 24
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FIGURE 12
CONSUMER SEGMENTATION
DEMOGRAPHIC
BEHAVIOURAL Has a preference to shop online
Gen Z and Millenials
Has a preference for mid-market/
Ages 18+
thrifting as cares for sustainability
Primarily Female, but Male and
in shopping behaviours
Gender Fluid persons
Fashion-forward
College / University students or
Practices creative hobbies in spare
employed individuals
time
Financially dependant on family,
Avid social media user
or financially independent
Responds to brand ads with
Decent Education (A-level
ethical brand messages
qualification)
Loyal to transparent and honest
All and any ethnicities
brands Actively practices conscious shopping behaviours but finds it
PSYCHOGRAPHICS
hard to find sustainable alternatives to fast fashion brands. Recycles and has a compost
Eco-conscious Anxiety around the state of the climate change (environment crisis) Open-minded creative
GEOGRPAHIC
Appreciates quality and brand transparency
Initially - UK
Wordly
Potential - USA
Environmentalist
Internet access and on social
Aspiring conscious consumer
media
Eager to constantly learn
Urban / rural location
Individualistic
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VALUE PROPOSITION
Consumer Pains Unsure of where to shop ethically produced clothes. Uncertain of how to avoid brands guilty of 'greenwashing.' Worried about spending more on
Consumer Jobs
ethically produced clothing (higher
Source alternatives to fast fashion
price range for slow fashion than fast
garments through the app's reverse
fashion brands)
image service
Unsure whether to trust smaller /
Educate themselves on ethical and
unknown brands
environmental concerns.
navigating new technology/apps.
Remain wordly.
Not giving in to influencer fast
Spend less money frequently, invest
fashion, judged for
in sustainable items (like clothing).
reworking/rewearing older clothes
Discover new ethical and sustainable brands as potential go to's when looking for new clothes. Learn how to rework/recycle old
Consumer Gains
clothes.
Quality clothing that lasts long Good feeling, swapping bad shopping habits for conscious consuming
Informed by (Osterwalder et al., 2014)
Education on sustainable clothing and how to be aware of green washing. Accessibility to sustainable clothing alternatives. Social elevation (positively impacting society) Enjoyment (reworking old clothes, being creative) 26
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26
YEAR
OLD
O L I V I A MEET
FIGURE 14
J O U R N A L I S T
/
L O N D O N
The 26-year-old journalist from London. She is currently single and living in London with her best friend. She has a bachelor of arts degree in English literature and language from Edinburgh University. Has an annual income of £37,147. Ethical solid values (societal and environmental issues). She is constantly selling her old clothes on depop. Searches for environmental alternatives where and when she can. Olivia's interests include reading, painting, music and social media; her favourite influencer is Eco-conscious Mia Regan, and she is very close with her family, calls her mom often. Olivia is Interested in reworking old clothes; this began in lockdown when she started sewing and crocheting. Her concerns include climate change, women's rights, equality and politics.
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(CONSUMER PROFILING POINTS GUIDED BY EASEY, M (2006))
PROFILE Creating a mood board will help FIGURE 25
visualise the target consumer. Inspire marketing
strategies
to
link
the
brand's essence with the consumers' needs, to create a trusting and loyal FIGURE 21
brand relationship.
FIGURE 15
FIGURE 22 FIGURE 18
FIGURE 16 FIGURE 17
FIGURE 23 FIGURE 24 FIGURE 19 FIGURE20
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FIGURE 26
CONSCIOUS 29
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SREMUSNOC FIGURE 27
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An essential aspect of creating a multichannel online marketplace is working with sellers (third parties) to connect them with buyers. Encore’s marketplace will comprise only fashion brands that make little to no environmental impact. Encore
aims
to
work
with
fundamentally
sustainable and transparent brands that align with Encore's principles. To identify sustainable sellers, brands will be thoroughly researched to complement Encores identity
appropriately.
Specifically,
this
will
include research into characteristics like zero waste, circular fashion, organic material use, slow (made-to-order) fashion, locally produced and ethically transparent with little to no effect on the environment. Encore will aim to help elevate the identified brand’s awareness. To start up the Encore app, UK based brands and clothing businesses will be targeted, hoping to grow internationally in the future.
POTENTIAL SELLERS TO WORK WITH... 31
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ETHICAL TO THE CORE RILEY STUDIO
MOLLY O'HALLORAN
ELVDENIM
FIGURE 28
FIGURE 30
"Knitwear made and dyed in London...Made to order & zero waste" (mollyohalloranknitwear, 2020)
"We Create From Waste...Genderneutral staples that are kind on the planet" (RILEY STUDIO, 2018) FIGURE 29
@RILEY.STUDIO
(20.7K)
"Born from an ethos of zero waste, the material used has no impact on the environment. "(E.L.V DENIM, 2018)
@ELVDENIM
@MOLLYOHALLORANKNITWEAR (10.7K)
(14.3K)
Drapers reports how covid 19 inflicted a trend in shopping small and independent, especially with the economic fallout, particularly younger generations (Hales, 2021). Therefore, over lockdown youth were marked by “‘micropreneurship’ (the process of building small-scale entrepreneurial endeavours enabled by a new generation of technology platforms and tools)” (WGSN, 2021). Creative experimentation spiked during isolation. Therefore, small businesses selling handmade creative garments have increased on social media sites providing a good target market for Encore to work with.
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A
R
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LOW F ) S A
SH
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W
CORE N E
FIGURE 31
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Initially, to identify competitors of the concept, Encore had to be divided into different markets, which provided two sets of competitors to analyse. The idea has two subcategories of competitors, a service competitor and a product competitor. Competitors of the service are sustainable Ecommerce
(marketplace)
sites.
The
product
competitors offer a ‘reverse image technology’, providing users with a means to find clothing by uploading an image. Research determined that leading apps that provide this technology stem from Google Lens and penetrate a few E-commerce apps. Analysing competitors
and
Comparing
allows
the
Encore
brand
to
with
identify
its and
highlight its competitive advantage.
COMPETITOR 34
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FIGURE 32
SERVICE COMPETITORS & PRODUCT COMPETITORS
ANALYSIS 35
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SERVICE ASOS
COMPETITORS ASOS
PINTEREST inclusive Social media
aesthetic
celebrity content/ collabs
Gen z focused market
media-based platform IG: 1.9m
marketplace
Informative
IG: 12.5m
app
fashion focused
Online only
The UK based E-commerce giant, fashion and cosmetic retailer, founded in 2000. ASOS sells over 850 brands (ASOS, 2021), with a revenue of 3.26 billion GBP. ASOS introduced reverse image search technology recently. ASOS allows consumers to style match using a visual search tool, allowing them to find products in the app (ASOS, 202)
Reverse image search tech Internationally based food, fashion and beauty Informative
CAMFIND
Gen Z and millenial
sells products
"the worlds most accurate mobile visual search engine" (CamFind, 2021). No social media
CamFind allows users to take a picture of any object, and the app uses visual search technology to tell you what is in the image and where to purchase the thing. CamFind works on a social basis with profiles to share findings with friends.
Main feature is the reverse image tech
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CAMFIND
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Pinterest is an image and social media site service, launching in 2010. With 2,200 employees and a headquarters in California, the USA with a revenue of $1.693 billion (Pinterest, 2021).
Inclusive and diverse Fashion content Ethically and sustainably motivated Connects like-minded buyers and sellers social media presence Reverse image search technology
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The app Pinterest allows users to discover ideas and inspiring style ideas. Pinterest (2021) informs Pinterest Lens will enable users to point the camera at someone's street style, and Pinterest will load the items you need to get the look.
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PRODUCT COMPETITORS
1
2
MADE TRADE
ECO FASHION LABELS
Online marketplace, woman and family run business selling home goods, furniture, and fashion-focused items.
Eco-fashion marketplace for sustainable fashion. It offers over 90 brands that have been carefully selected to meet sustainability criteria.
"painstakingly hand-select only the most beautifully-designed, ethically-made goods that put people and our planet first" (MadeTrade, 2021)
"Eco Fashion Labels is building the largest marketplace for sustainable and ethical fashion brands." (EFL, 2021)
MADE TRADE
ECO FL fashion focused
woman owned
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Home decor
social media presence Reverse image search technology Educational feature for engagement and motivation UK based Ethically produced fashion social shopping feature Provision of product authentication (Mckinsey, 2020)
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Artisan made
WEAR(E) SLOW FASHION
Plant a tree with every purchase sustainable
BIPOC owned IG: 14.9k
clothing Vegan Online only
US based
Gen Z and millenial Provision of product authentication (Mckinsey, 2020)
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sells 90+ brands worldwide delivery supports reforestation projects blog
MARKET
PRODUCT, BRAND POSITIONING MAP With
increased
importance
around brand loyalty and trust for consumers
(McKinsey,
2021),
there are new demands for what
EDUCATIONAL
it means to be an end-to-end sustainable
brand.
The
brand
GAP IN THE MARKET
positioning map identified a gap
A FUNDAMENTALLY SUSTAINABLE ECOMMERCE SERVICE, THAT PROVIDES AN EDUCATION FEATURE TO ENSURE LONGEVITY IN SUSTAINABLE PRACTICES.
further the innovation.
in the market for a
brand that
offers an educational feature and incorporates new technology to
NONSUSTAIN ABLE
SUSTAIN ABLE
NON EDUCATIONAL
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OPPORTUNITY SERVICE, BRAND POSITIONING MAP
TECHNOLOGICALLY ADVANCED
GAP IN THE MARKET
A TECHNOLOGICALLY ADVANCED ECOMMERCE APP THAT USES THE TECH FOR SUSTAINABLE PURPOSES, PROVIDING USERS WITH HUMAN AND ECO ETHICALLY MADE PRODUCTS.
NONSUSTAIN ABLE
SUSTAIN ABLE
Amongst
NON -TECH ADVANCED
the
competitors
that
also use the same technology, Forbes
states
that
augmented
reality in the fashion sector is a profitable frontier for brands with ample room for innovation (Hackl, 2020).
Therefore,
augmented
reality will provide a key feature to the Encore brand as it will explore the possibility of technology and its
influence
on
sustainable
behaviours. This gap in the market presents the innovation potential and thus interest. 39
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OPPORTUNITY Education in sustainability & combining image retrieval technology with sustainability
TThere is enormous potential for a fundamentally ecoconscious brand. McKinsey's 2020 report states that consumers
are
increasingly
expecting
brand
transparency. According to Genomatica (2021), 48% of potential conscious consumers are unsure where to buy sustainable garments. Therefore, Encore is presented with two opportunities for unique selling points; sustainable based education and technology potential to source slow fashion alternatives for app users Education in sustainability is encouraged; however, not easily
accessible
on
E-commerce
sites.
Education
creates a shift to a more eco-conscious industry. The World Economic Forum (2019) states the importance of educating consumers on the circumstances in which
FIGURE 35
the products they buy are made and how consumers can
choose
more
eco-ethical
options
with
this
knowledge (Close, 2021). Furthermore, Encore utilises the innovation potential by connecting the trends of digitisation
and
eco-consciousness.
Using
image
retrieval technology to create a service to style match users with slow fashion alternatives, Encore aids consumers in their shift to conscious consumers. It thus has the “propensity to inspire action (Batra & Kellar, 2016). 40
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55% of consumers wish to purchase sustainably. However, 48% are unsure of where to find sustainable alternatives to fast fashion (Genomatica, 2021)
-An app that combines multiple tools to enhance and add ease to the conscious consumer journey -Educational service in sustainability, providing users with engaging and informed toolkits to enhance and encourage their shift to conscious consumerism. -The only app that combines image retrieval technology with sustainability in an innovative service to style match for slow fashion alternatives.
USP
FIGURE 36
ENCORE WEAR(E) SLOW FASHION
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FIGURE 37
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BRAND IDENTITY PRISM
(Posner, 2011)
- Visual -App -Educational feature -Functional -Innovative - Orange / earthy tones
-Transparent -Inclusive -Ethically and environemtnally motivated -Honest -Educational PERSONALITY -Engaging
PYSHIQUE
-Accessible -Transparent -Engaging -Beneficial -Trustworthy RELATIONSHIP - Helpful -Mutual values in ethics and sustainability
-Confident -Innovative -Catalyst for change REFLECTED -Supportive -Environmentally motivated
IMAGE
CULTURE
- Conscious consumerism -Transparent -Community -Strong values -connecting sellers to eco and ethically centric fashion brands. -Product authentication
SELF IMAGE
-Sustainable -Ethically concerned -Equality -Slow fashion -Fashion forward -Respectful FIGURE 38
BRAND VALUES Holding Encore at a high ethical standard collide with human and environmental ethics to provide aspiring conscious consumers with fundamentally sustainable products. Encore values fighting mass consumption and fast fashion with transparency and responsible sourcing.
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FIGURE 39
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FIGURE 40
MARKETING MIX 45
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THE
PRODUCT
THE APP FEATURES OF THE APP: Marketplace Using reverse image technology, users can upload an image of a garment and style matches will load from sustainable brands. Information on the brand's ethics will also load.
Educational
Explore Page
In collaboration with UAL, Encore will have an education feature that includes toolkits into actively practising sustainability, along with tutorials on how to restyle old clothes for longevity.
The home page lets users view popular independent brands in the app or new education toolkits to explore. Or where users can search for a specific product rather than use reverse image search.
Profile Page This is users space social shopping. Users can upload pictures of themselves styling the garments they purchased through the app, allowing them to review the garment and the brand they bought from.
FIGURE 41
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WEAR(E) SLOW FASHION
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FIGURE 42
MARKET PRODUCT
PENETRATION
DEVELOPMENT
MARKET
DIVERS
DEVELOPMENT
-IFICATION
ANSOFF MATRIX ( A N S O F F , 1 9 5 7 ) Sustainable market places are existing markets; Encore adds product development by introducing advanced technology and educational features. These features were identified in the competitor analysis as points of difference to stick out in a highly saturated market against competitors.
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FIGURE 43
TOTAL PRODUCT CONCEPT CORE PRODUCT
ACTUAL PRODUCT Reverse image technology visually retrieves ethically sourced slow fashion alternatives for fast fashion garments. UAL X Encore educational toolkit with reports and tutorials
An App that features an ecommerce marketplace, and an educational tool kit.
AUGMENTED PRODUCT
An Omnichannel experience streamlining the shift to conscious consuming through 2 core products; educational feature and marketplace using reverse image technology. With a login feature and profile where you can connect with other users of the app and view reviews of brands selling through the app.
Log in feature (personalised ads for appropriate brands). Supportive and professional online chat service for queries and reviews, guaranteed refund via app for faulty items purchased, sustainable delivery. Guaranteed eco-conscious brands are selling through the app.
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TOTAL PRODUCT
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FIGURE 44
-Profile page -transparency and information on how the garments are sourced
- Accessibility to a multitude of active eco-conscious brands - Customer service for feedback and answering queries.
-Explore and search page
refunds
Reviews -Online marketplace connecting independent, sustainable brands with conscious consumers. - Reverse image technology -Educational app that includes toolkits and tutorials in collaboration with UAL
Educational and informative quality Transparent and honest
Ethical fashion brands
- An E-commerce marketplace app for the conscious consumer to streamline the shift to sustainable fashion.
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PRODUCTS AVAILABLE TO PURCHASE THROUGH THE APP: All the products sold on Encore's marketplace are in partnership with third-party sellers. Cardigans + sweaters Dresses Jackets Jumpsuits Leggings/trousers Shorts Loungewear Shoes Accessories -bags -jewellery That stand by the following values: Vegan Sustainable BIPOC/ woman-owned Handcrafted Recycled Organic materials Independent
FIGURE 45
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REVERSE IMAGE SEARCH The app's main feature is an online marketplace that uses 'Reverse Search Image' technology. This technology allows the user to visually conduct style matches, from various brands, by uploading an image of their choosing (McCamy, 2021). The technology works by using content-based image retrieval (CBIR). This is "the science of finding pictures by the particular content of a picture" (Adrakatti et al., 2016). The technology uses a database of images (McCamy, 2021) (this will comprise the seller's products stored in the app). Due to the app's integral principle of transparency, the app's success is dependant on sourcing the most genuinely sustainable alternatives. Therefore it is essential that the app retrieves and showcases the alternative clothing's brand's ethos and how their garments are sourced. There will be a link to read more about each alternative apparel sourced through the app. (Refer to figures )
Technology
52
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ENCORE
4.
1.
ENCORE
ENCORE
WEAR(E) SLOW FASHION
WEAR(E) SLOW FASHION
+READ MORE ABOUT THIS BRANDS POSITIVE IMPACT ON THE PLANET
FIGURE 47
FIGURE 49 +READ MORE ABOUT THIS BRANDS POSITIVE IMPACT ON THE PLANET
3.
FIGURE 48
ENCORE
WEAR(E) SLOW FASHION
FIGURE 51 FIGURE 52
2.
ENCORE
WEAR(E) SLOW FASHION
FIGURE 46
53 FIGURE 50
|
ENCORE
EDUCATION FEATURE X UAL An integral feature of this app will be fashion education for sustainability. Specifically, it will comprise information that will enlighten users to the effect of the fast fashion industry and, more importantly, how to best combat these effects. Encore will partner with the University of Art London fashion futures programme: “imagine how fashion practices can contribute to ways to live well together in nature” (UAL, 2021). This feature will educate users on the re-conceptualisation of eco-fashion, with a range of resources supplied by professors and students for personal development into understanding the environmental crisis and how to cater their fashion choices to bettering themselves and the climate emergency. Particular subjects that will be included in the education feature include (all courtesy of UAL, 2021): -“Can we actively care for the clothes that we wear” (UAL, 2021) -“A story from living with less” (Jimenez, 2021) -“Safe and clean fashion” (UAL, 2021) -How to distinguish a fundamentally sustainable brand from a brand that is guilty of greenwashing -Why spending more on sustainable alternatives is worth it. The educational feature will also feature tutorials on reworking old clothes to create sustainability in users' current wardrobes, teaching users of the app that eco-consciousness doesn't sacrifice the desire to fit into the ever-changing industry (WGSN, 2021).
Collaboration
54
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ENCORE
ENCORE
UAL
DISCOVER HOW TO PROVIDE LONGEVITY TO THE CLOTHES WE OWN, TO REFRAIN FROM THE MENTALITY OF IN WITH THE NEW OUT WITH THE OLD.
CARLOS
JIMENEZ DISCOVER WHAT IT MEANS TO LIVE WITH LESS, TO EMBRACE THE SUSTAINABLE LIFESTYLE OF CIRCULAR FASHION AND LONGEVITY IN GARMENTS.
FIGURE 54 & 55 THESE SOURCES ARE IN PARTNERSHIP WITH THE UNIVERSITY OF ARTS LONDON,
FIGURE 53
55
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ENCORE
ENCORE
UAL X ENCORE EDUCATIONAL TOOLKITS
WEAR(E) SLOW FASHION
PLACE As Encore is an exclusively online brand, we will use an
omnichannel approach to consumer communication. Due to Encore being an online brand, the touchpoints will include a website, the app and social media sites. Encore will establish a "propensity to create strong brand imagery" (Batra & Keller, 2016) by ensuring a consistent, impactful message across all the customer contacts, with reflective aesthetics and layouts across all platforms (Blanco, J. 2020).
56
|
ENCORE
FIGURE 56
W E B S I T E
FIGURE 58
A P P FIGURE 57
57
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ENCORE
PRICE The products offered by Encore (Website and app; including the educational feature and the reverse image technology) will be free with signing up to the app. This is to gain consumer loyalty and increase the potential for educating consumers on sustainability to meet one of Encore's objectives. Furthermore, free products will provide an attractive touchpoint to create initial interest with consumers. ENCORE will generate revenue by charging commissions to brands selling and advertising products via ENCORE’s platform. Due to the marketplace nature of the ENCORE platform, product pricing is set by external brands and out of ENCORE’s control. However, Encore will partner with a range of sustainable brands from different levels of luxury (informed by Kapferer) to offer differentiation in price ranges. (See average price architecture for the products in the figure)
PRICING OBJECTIVES: Consumer-based: Present attractive pricing strategies by minimising the "take rates" (Jaipuria, 2021). Present a range of Profit based: Consider effective costing strategies to maximise profits for the longterm continuation of the brand. Competition based: Present more attractive transaction pricing charges against marketplace competitors for potential sellers.
FIGURE 59
58
|
ENCORE
EXAMPLE
This is only an example as product costs will differ from different sellers. The transaction fee is consistent with all products sold.
product
Price
% Fee
Encore receives
Trousers
£45
2.5%
£1.125
Coat
£100
2.5%
£2.5
Shirt
£30
2.5%
£0.75
Shoes
£50
2.5%
£1.25
FIGURE 61
PRICING STRATEGY:
Advertise on the app (home page advertisem ent)
£100 PER MONTH
TOP PRICE
CT
UR
E:
Encore will utilise a market penetration strategy and approach competition-orientated pricing to establish a point of differentiation amongst competitors. The costing plan for transaction fees was based on setting lower rates for sustaining the brand in the long term, offering a strategic advantage. Lower rates for sellers is made possible without losing revenue through the income from marketing services provided on the app. By gaining traction through more attractive pricing, Encore has the advantage to gain market share (professional and Lake, 2019). Furthermore, through value-added services (Briedis et al., 2021), including data sharing agreements and marketing support, Encore can increase its revenue, inspired by Amazon advertising, which contributes to 5% of its annual revenue.
£100 PER POST
PREMIUM PRICE percentage of the cost of item (fee on transactions) of purchases made through the app
IC PR
2.5% FEE
MILD PRICE
IN
G
AR
CH
ITE
Campaigning on social media
Charging seller when someone views their shop through app The Free application and website for buyers
£5 EVERY CLICK
LOWEST PRICE
FIGURE 60
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ENCORE
PRODUCTS AVAILABLE TO PURCHASE THROUGH THE APP: Supplied by third-party sellers. coats, jackets, shoes, bags
£151 +
TOP PRICE
sets, jump-suits, cardigans, sweaters
£71-£150
PREMIUM PRICE hand crafted / recycled products shorts, shirts, dresses
£26-£70
MILD PRICE Accessories, hats, gloves
LESS THAN £25
PRICING ARCHITECTURE: FIGURE 62
FIGURE 63
60
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ENCORE
LOWEST PRICE
FINANCIAL FINANCIAL FUNDING: Various funding methods to invest into the app to shape a positive financial future for Encore. Self Funding: £500,000 Loan: £100,000 Crowd funding: £ 250,000 Total of: £850,000
fixed costs
Price £100,000
App Development Website
£17500
Administrative Costs
£20,000
Staff
£35,000 Total :
£172,500 FIGURE 65
FIGURE 64
Marketing
Price
Content Creation
£5000
Influencer Marketing
£15,000
University Fresher Fair
£12,000
Billboard Advert
£15,000 £100,000
Fashion Magazine Ad Total :
£147,000
CONSIDERATION 61
|
ENCORE
PROMOTION AIDA
62
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ENCORE
APPLYING AIDA
Youtube channel will tie in another touchpoint for the educational aspect of the concept. Encore youtube channel will post engaging, collaborative content with influencer and guest stars participating in a tutorial style, sustainable practices to add longevity to viewers wardrobes.
Using the AIDA framework and applying the model to omnichannel to effectively communicate and market to the desired consumers. Most of the communication will be achieved through digital marketing to build awareness amongst the digital native target consumers. Through powerful brand messages and values, consumers will gauge interest. With having a consistent, impactful message, user desire will increase, as the brand displays the "propensity to inspire action" (Batra & Keller, 2016). Encore can achieve salience by reaching like-minded consumers and thus inspire action and enhance repurchase intentions.
E
FIGURE 67
SOCIAL MEDIA Referring to the communication optimisation model (Batra and Keller, 2016). taking a top-down model approach to communicating with consumers on powerful platforms like Instagram or Tik Tok increases engagement by adding the "propensity to connect to consumers". Furthermore, marketing on social media is cost-effective. Instagram will be the critical digital marketing platform, reaching the desired target consumers and potential sellers through advertising on the marketplace feature. Independent brands and potential consumers can be redirected to interact with the app.
FIGURE 66
63
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ENCORE
OUTDOOR BILLBOARD Encore's branding on outdoor billboards located in popular cities like London will add recognisability and strong brand imagery to gain maximum awareness. Furthermore, through guerrilla marketing and strong visuals, Encore will cause heightened buzz amongst viewers, a key marketing strategy for startups (Posner, 2016)
FIGURE 68
FASHION MAGAZINE AD Creating Ads in fashion-based magazines will ensure Encore hits the target consumers. Furthermore, in more prominent names magazines that work on subscription-based (loyal consumers), the ad's viewers are more likely to trust the authenticity of the brand due to heightened engagement
FIGURE 69
Due to the products on offer being "need conscious" (Batra and Keller, 2016) and in line with values held by conscious consumers. Encore's essence cultivates a brand message that [can] motivate to pass the message to others (Batra and Keller, 2016). Enhancing public perception will create compelling interest.
ORGANIC WORD OF MOUTH GROWTH
FIGURE 70
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ENCORE
THE VISION
Build loyal buyers and sellers hub where sustainability penetrates the mainstream E-commerce marketplace standards. An educative and interactive platform for the conscious consumer.
FUTURE GOAL
Create Encore's own line of clothing in partnership with a Couture brand, built on sustainability like Stella McCartney.
65 FIGURE 71
|
ENCORE
APPENDIX APPENDIX A: FURTHER PESTEL ANALYSIS
APPENDIX B: CONSUMER TOUCH POINTS
WEEKLY LOGS WEEK 1 REFLECTION Description: I was introduced to the project. The private study included looking through the module handbook and familiarising self with the module brief. Further reading on WGSN to get ideas regarding the current macro and micro trends. I created a mind map of current macro trends. Feelings: Many ideas are flowing. There is a lack of clarity surrounding the project and where to go—overwhelmed with ideas due to the freedom of creativity. Evaluation: Positives: the different paths and freedom to be creative. Much time for reflection and brainstorming ideas. There is no need for clarity at the moment. Weakness: being overwhelmed. Action Plan: Take advantage of the group tasks on padlet, where there are many ideas and trend research. Ask questions and do further reading to remain on top of current trends and affairs. I am researching LSN and WGSN to identify significant macro trends.
WEEK 2 REFLECTION Description: To funnel consumer needs, I conducted further research
We have been given a deadline for formative feedback
through
on a proposal. This task has given me some clarity and
WGSN and McKinsey created mind maps to section the
motivation to funnel my ideas. We were given a
different macro trends. Sustainability was a significant
template in the lecture, which makes me feel more
trend that stood out to me, along with digitisation.
supported, and I'm looking forward to the one on one
Therefore these were the trends I thought to centre my
meeting to get the lecturer’s opinion on my concept.
concept around. I conducted a PESTLE analysis to
Evaluation: I have settled on a MACRO trend and
organise
the
discussed everyone's movements in this week's group
sustainability trend in Gen Z and Millennials. After
work. This inspired me to land on the driving trends.
finishing the PESTLE and identifying gaps in the market,
Finally, I will include it in the marketing package.
I conducted a SWOT analysis for the findings in the
However,
PESTLE, concentrating specifically on my potential idea. I
differentiating marketing strategies for B2B and B2C and
struggled to differentiate the SWOT analysis - looking
establishing my concepts target market. I have looked at
over
the previous year's examples to clear this confusion up,
past
academic
example
resources
SWOTs
that
helped
support
clear
up
this
the
challenges
I
felt
this
week
were
confusion.
and if that doesn't clear it up, I will ask either Joanna or
Feelings: Still feeling overwhelmed, vague ideas, but lack
Ensuk.
clarity. Have a more precise direction upon conducting a PESTLE and SWOT analysis. These analytical frameworks helped me form a more accurate approach for a potential idea.
WEEKLY LOGS WEEK 3 REFLECTION Description: This week I completed my proposal sheet
I identified a unique selling point for my concept; I was
and met with Joanna. Furthermore, we had a lecture
worried about my progress, so I sketched some brand
with
and
positioning maps and identified 2 USP’s amongst two
expanding your view. There was more funnelling of ideas
market segmentations. However, I am overwhelmed
and condensing project objectives to establish a clear
with all the new ideas flowing in. I am looking forward to
initial concept.
the Fridays session to talk to my group and possibly ask
Feelings: This week, I have felt the most confident about
them questions about their project to gauge similarities /
my concept; upon receiving formative feedback, I have
where they are in terms of progress for a point of
much confidence in where I am with the project and
comparison (this is to validate I am still on the right path.
have a clearer view of where I am going with it and what
Preparation:
areas to clarify. To evaluate the success and purpose of
Going through the past examples helps me understand
my concept, I read a market report on the sustainable
and inspires many ideas. I have already decided on
market and had many ideas about where else to go with
colour palettes and visuals for my brand. However, I am
the concept.
aware I am getting ahead with visuals and haven't
Progress: The idea of integrating an educational forum to
identified a fluid brand narrative or content. My
the concept has emerged this week upon reading and
preparation for this week is to do some frameworks and
comparing market competitors. However, there is a lack
apply them to my concept, specifically with competitor
of clarity about incorporating all these ideas. I still need
analysis.
Paul
Young
on
using
marketing
tools
to funnel a lot of research, which creates stress, but there is much time for clarity. In preparation for the Fridays session,
WEEK 4 REFLECTION
WEEK 5 REFLECTION
Description: I have decided on an education feature and
DeDescription: To utilise the CBIR, my concept is a
have further researched the idea of incorporating
sustainable based marketplace with third-party sellers. I
Reverse search image technology (as a competitive
have refined my core products, which has allowed me to
advantage point). RSI is what google images use to
move on to what sellers I want the brand to work with. I
retrieve pictures visually; to understand the technology
have researched sustainable marketplaces, and I believe
and how it works, I read a few reports and websites.
I hold an excellent competitive edge against all of them,
Furthermore, I am looking at creating a collaboration
with a distinct point of differentiation (education feature
with the educational feature.
and advanced technology).
Feelings: I don't want to overwhelm myself yet, so I am
Feelings: I am feeling confident about where I am with
just concentrating on the technology aspect for this
the project. I have felt secure enough in my ideas to
week.
present the concept fully to my group members, and
Evaluation: I have too many ideas, and the word count
they shared their proposals with me. This was incredibly
and page number minimum don't cater to my pictures,
helpful for support and idea generation, as we all had
so I need to do much funnelling still and settle on a
different ideas for each other.
complete concept to apply all my research.
Evaluation: A successful week; I am just falling behind in
Progress: My group and I have created a WhatsApp
the
group that is incredibly useful. We frequently ask
academic sources.
questions on the group, which is productive for
Progress: I have had my objective looked over in the
validating what I am doing and where I am in terms of
lecture by peers and the lecturer and improved them to
progression compared to my peers.
a point I am happy with them and believe they are
framework
finalised.
application
and
finding
suitable
WEEKLY LOGS WEEK 6 REFLECTION
WEEK 7 REFLECTION
Description: Now that I have finalised the two app
Description: Working on the marketing mix. Taking on
features
of
board this week's lecture, I concentrate on brand
competitors. Service-based and product-based. Initially,
identity and visuals to produce a vocal marketing mix
this stressed me out; I was unsure how to communicate
with fluidity. To create a mock-up of an app's interface, I
without overeating my word count.
took a course on illustrator.
Feelings: I created Venn diagrams for the two sets of
Feelings: Initially, it was frustrating working on illustrator
competitors, which helped clarify and minimise the
again; I gave up a couple of times and had to keep going
need for too many words. I am confused about which
back to it; I found this time consuming, and I was
feature is my service and which is my product, so I need
worried I was spending too long making a mock-up. I
some help identifying this.
Then moved on to create a Logo as I hadn't come up
Evaluation: A stressful week; I researched competitors
with a name for the brand yet.
and identified which competitors were best to use as a
Evaluation: The mock-ups turned out well, and I was
point of comparison.
happy with how they looked; it gave the concept a sense
Progress: I can move on to looking into the marketing
of reality and allowed me to visualise it as something
mix aspect of the project, start collecting some ideas for
coming to life. This gave me much motivation.
promotion strategies, and design the app for mockup
Progress: My next obstacle is articulating products and
references.
pricing strategies.
I
have
established,
I
have
two
sets
WEEK 8 REFLECTION
WEEK 9 REFLECTION
Description: I struggle to create fluidity and clarity in my
Description: In the financial consideration lecture, I
marketing mix. I have identified my products, but I am
understood the theory; however, with my particular
unsure whether to include garments as the product (as
concept, I found it hard to apply the framework to be
the pricing/style is out of my control). Furthermore,
relevant to my project. Meticulous preparation for the
pricing strategies are a weakness for me, and I have
presentation, finalising the visuals and practising getting
struggled with articulating and creating clarity with this
everything in 5 minutes, I am not over time. I went over
aspect of the marketing mix.
the presentation examples and read their feedback
Feelings: I have felt quite stressed this week and lacked
sheets. I wrote notes and applied their feedback to my
motivation for the concept as I hit a creative block.
presentation the best I could. However, the models
However, I managed to find some inspiration in
mostly had very different concepts, so it was hard to
designing the presentation for our proposals in week 9. I
connect the input.
am confident with my initial brand narrative; I am
Feelings: I was stressed about the presentation and
nervous to public speak and fit everything into only 5
worried I had spent too long preparing the presentation
minutes.
and not enough on the actual strategic plan due in
Progress: I have a few questions about presenting the
January.
marketing mix on the presentation slide. Summarising
Progress: I will give myself a few days to practice the
the marketing mix for the presentation will help set a
presentation until the due date. After receiving the
base point for creating clarity for the marketing plan.
feedback, I will apply this to my marketing mix and strategic plan.
WEEKLY LOGS WEEK 10 REFLECTION Description: Completed the presentations, which is a huge relief. I went over the recorded feedback and wrote my notes. I have spent the week researching and gathering
notes
for
the
strategic
plan,
including
finalising points for the marketing mix. Feelings: I presented confidently and remained within the time; I received helpful feedback to apply to my work, which has helped a lot. I have begun working on my project's layout and need to start turning my note form into a strategic narrative to put into the plan. Progress: I am concentrating on doing a page in terms of layout and contents. I enjoy working with InDesign and have confidence in my brand imagery. I have found that every time I come back to the design and text, I am constantly editing and changing; I find this very time consuming, but I find it hard to gauge whether my writing Is fluid and that it all flows and makes sense.
FIGURE LIST Figure 1: With Jean 2021. With Jean [Online]. [Accessed 28 December 2021]. Available from: https://editorialist.com/fashion/with-jean-review/. Figure 2:House of Sunny 2019. House of Sunny [Online]. [Accessed 28 December 2021]. Available from: https://www.harpersbazaar.com/uk/fashion/fashion-news/a28609044/sustainable-fashionexpensive-why/. Figure 3: MONTANARI, M. 2017. Eco-Friendly Fashion Brands That Are Actually Chic AF [Online]. [Accessed 28 December 2021]. Available from: https://www.teenvogue.com/gallery/eco-friendlyfashion-brands-chic. Figure 4: Reformation 2020. Reformation [Online]. [Accessed 28 December 2021]. Available from: https://www.tatlerasia.com/style/fashion/sustainable-fashion-brands-style-eco-friendly. Figure 5: Lombard Odier 2021. Rethink Sustainability [Online]. [Accessed 29 December 2021]. Available from: https://www.lombardodier.com/contents/corporate-news/responsiblecapital/2021/october/a-sustainable-fashion-how-do-we.html. Figure 6: &OtherStories 2020. &OtherStories [Online]. [Accessed 28 December 2021]. Available from: https://www.refinery29.com/amp/en-us/2020/04/9714574/and-other-stories-sustainable-summercollection. Figure 7:Whispers & Anarchy 2022. Whispers & Anarchy [Online]. [Accessed 1 January 2022]. Available from: https://www.harpersbazaar.com.sg/fashion/shop-sustainable-fashion-singaporeonline/. Figure 8: With Jean 2021. With Jean [Online]. [Accessed 28 December 2021]. Available from: https://editorialist.com/fashion/with-jean-review/. Figure 9: With Jean 2021. With Jean [Online]. [Accessed 28 December 2021]. Available from: https://editorialist.com/fashion/with-jean-review/. Figure 10: CABRINI ROY LONDON 2019. CABRINI ROY LONDON [Online]. [Accessed 28 December 2021]. Available from: https://medium.com/@phfashionmovers/cabrini-roy-london-debuts-ss20-atlondon-fashion-week-4aef47582f1b. Figure 11: House of Sunny 2021b. The Technicolour [Online]. [Accessed 28 December 2021]. Available from: https://www.houseofsunny.co.uk/new-in. Figure 12: House of Sunny 2021. House of Sunny Vegan Reptile Upscale Coat [Online]. [Accessed 24 December 2021]. Available from: https://www.hurrcollective.com/listings/vegan-reptile-upscalecoat. Figure 13: House Of Sunny 2021. House of Sunny set to launch first collection of menswear in celebration of its 10th anniversary in 2021 [Online]. [Accessed 28 December 2021]. Available from: https://www.forbes.com/sites/angelalei/2021/05/05/house-of-sunny-to-drop-first-menswearcollection-after-a-phenomenal-2020/?sh=789c2d733da2. Figure 14: House of Sunny 2021b. The Big Splash Knit [Online]. [Accessed December 2021]. Available from: https://www.thenorahstore.com/products/house-of-sunny-the-big-splash-knit.
Figure 15: Vogue 2021. Dua Lip [Online]. [Accessed December 2021]. Available from: https://www.vogue.com/article/dua-lipa-evian-performance-photo-diary/amp. Figure 16: No Money, No Time 2020. Berry and Oat Smoothie Bowl [Online]. [Accessed December 2021]. Available from: https://nomoneynotime.com.au/healthy-easy-recipes/bran-and-berrysmoothie-bowl. Figure 17: LatinAmerica Post 2021. Women’s rights [Online]. [Accessed December 2021]. Available from: https://latinamericanpost.com/36499-womens-rights-a-historical-perspective. Figure 18: Canva (2021). Canva Design uploads (online) [Accessed December, 2021] Available from: https://www.canva.com/design/DAE1L3ewduQ/9TUK-ciLc__D9AEYG1ibAw/edit Figure 19: Leger, E (2021) Instagram @ Emmaleger [Accessed December, 2021] Available from: https://www.instagram.com/emmaleger/?hl=en Figure 20: Canva (2021). Canva Design uploads (online) [Accessed December, 2021] Available from: https://www.canva.com/design/DAE1L3ewduQ/9TUK-ciLc__D9AEYG1ibAw/edit Figure 21: MMT 2020. MMT [Online]. [Accessed 2021]. Available from: https://www.facebook.com/MMTaestheticsBSE/photos/a.400699294081615/659994488152093/? type=3. Figure 22: Usana 2020. YOUR NEW MINI SKINCARE FRIDGE: IS IT WORTH THE HYPE? [Online]. [Accessed December 2021]. Available from: https://whatsupusana.com/2020/10/skincare-fridge/. Figure 23: Triple Pundit 2020. BLM [Online]. [Accessed December 2021]. Available from: https://www.triplepundit.com/story/2020/bias-training-black-lives-matter/120636. Figure 24: SET 2021. Set Active Biker Shorts [Online]. [Accessed December 2021]. Available from: https://www.rslantext.com/did.aspx?iid=59473874&cid=14. Figure 25: RedBubble n.d. Protect the Parks [Online]. Available from: https://www.redbubble.com/i/tote-bag/protect-the-parks-by-glowingly/49822999.P1QBH. Figure 26: RŪPAHAUS 2020. RŪPAHAUS [Online]. [Accessed December 2021]. Available from: https://scoop.com.au/where-to-find-the-latest-designs-from-perths-ethical-fashion-labels/. Figure 27: Olivia Rose the Label 2018. 22 of our favourite sustainable brands [Online]. Harper’s BAZAAR. [Accessed December 2021]. Available from: https://www.harpersbazaar.com/uk/fashion/what-to-wear/g19491797/the-best-and-still-chicsustainable-brands/. Figure 28: Riley Studio n.d. Riley Studio [Online]. [Accessed December 2021]. Available from: https://eco-age.com/agency/recommended-brands/riley-studio/. Figure 29:E.L.V Denim 2020. E.L.V Denim [Online]. [Accessed December 2021]. Available from: https://settingmind.com/meet-e-l-v-denim-londons-zero-waste-denim-brand/. Figure 30:Molly O'Halloran 2021. Molly O’Halloran Knit Wear [Online]. [Accessed December 2021]. Available from: https://www.thecoolhour.com/2021/12/upgrade-your-knitwear-with-a-made-toorder-piece-from-molly-ohalloran/. Figure 31: Molly O'Halloran 2021. Molly O’Halloran Knit Wear Shop [Online]. [Accessed December 2021]. Available from: https://www.depop.com/mollyohals/ Figure 32: With Jean 2021. With Jean [Online]. [Accessed 28 December 2021]. Available from: https://editorialist.com/fashion/with-jean-review/. Figure 33 & 34: This Study, Abram, K (2021)
Figure 35: Molly O'Halloran 2021. Molly O’Halloran Knit Wear [Online]. [Accessed December 2021]. Available from: https://www.thecoolhour.com/2021/12/upgrade-your-knitwear-with-a-made-toorder-piece-from-molly-ohalloran/. Figure 36: Molly O'Halloran 2021. Molly O’Halloran Knit Wear [Online]. [Accessed December 2021]. Available from: https://www.thecoolhour.com/2021/12/upgrade-your-knitwear-with-a-made-toorder-piece-from-molly-ohalloran/. Figure 37: Vogue 2019. Fast fashion brands are launching “sustainability initiatives”, but will they actually work? [Online]. [Accessed December 2021]. Available from: https://www.vogue.in/fashion/content/fast-fashion-brands-are-launching-sustainabilityinitiatives-but-will-they-actually-work. Figure 38: This study, Abram, K (2021) Informed by Posner, 2011 Figure 39: CelebMafia 2019. Elsa Hosk – Reformation Spring Campaign 2019 [Online]. Available from: https://celebmafia.com/elsa-hosk-reformation-spring-campaign-2019-1862441/. Figure 40: ZALANDO SE 2020. LOTTE VAN RAALTE [Online]. [Accessed December 2021]. Available from: https://www.vogue.fr/fashion/article/ethical-fashion-zalando-green-sustainable-collection. Figure 41: House Of Sunny 2021b. House Of Sunny Unveils A Winter-Ready Answer To Its Viral “Dress Of The Summer” [Online]. [Accessed December 2021]. Available from: https://www.vogue.co.uk/fashion/article/house-of-sunny-aw21. Figure 42: This Study, Abram, K (2021) Informed by Ansoff (1957) Figure 43:House of Sunny 2021a. House of Sunny Goes All Out For AW21 [Online]. [Accessed December 2021]. Available from: https://fizzymag.com/articles/house-of-sunny-aw21. Figure 44: This Study, Abram, K (2021) Figure 45: Polkey, J. 2021. 15 Things Everyone Should Know About Sustainable Fashion [Online]. [Accessed December 2021]. Available from: https://www.vogue.co.uk/fashion/article/sustainablefashion. Figure 46: Molly Mae, 2021. Instagram @MollyMae (online) [Accessed: December, 2021] Available from:https://www.instagram.com/mollymae/?hl=en Figure 47: Susamusa Clothing 2021. Black Backless tie back Gina [Online]. [Accessed December 2021]. Available from: https://www.depop.com/products/abbieknee-susamusa-black-backless-tieback/. Figure 48: NA-KD 2021. Open Back Top [Online]. [Accessed 2021]. Available from: https://www.nakd.com/en/tops/open-back-tops. Figure 49-53: This marketing plan, Abram K (2021) Figure 54 & 55: UAL 2021. Fashion Futures 2030 [Online]. [Accessed 2021]. Available from: https://www.sustainable-fashion.com/fashion-futures-2030. Figure 56: Canva (2021). Canva Design uploads (online) [Accessed December, 2021] Available from: https://www.canva.com/design/DAE1L3ewduQ/9TUK-ciLc__D9AEYG1ibAw/edit Figure 57&58: This marketing plan, Abram K (2021)
Figure 59: Brandy Melville 2021. Brianna Sweater in white and beige stripes [Online]. [Accessed December 2021]. Available from: https://www.brandymelville.de/brianna-sweater-white-andbeige-stripes-mh320-z037sz12400551.html. Figure 60 & 62: This marketing plan, Abram K (2021) Pricing Architecture Figure 61: This marketing plan, Abram K (2021) Pricing Table Figure 623 Canva (2021). Canva Design uploads (online) [Accessed December, 2021] Available from: https://www.canva.com/design/DAE1L3ewduQ/9TUK-ciLc__D9AEYG1ibAw/edit Figure 64 & 65: This marketing plan, Abram K (2021) Financial consideration tables Figure 66 & 67: This Marketing Plan, Abram K (2021) Figure 68: Marketing Week 2017. Magazine advertising [Online]. [Accessed December 2021]. Available from: https://www.marketingweek.com/brands-magazine-advertising-change/. Figure 69: Ads World 2019. Ads [Online]. [Accessed December 2021]. Available from: https://www.google.com/search? q=outdoor+sustainable+fashion+brand+advertising&tbm=isch&ved=2ahUKEwjd7qir3qv1AhVM0oU KHcLGBtUQ2cCegQIABAA&oq=outdoor+sustainable+fashion+brand+advertising&gs_lcp=CgNpbWcQA1DwB1jo EWCSE2gAcAB4AIABsQKIAaYNkgEHMC40LjMuMZgBAKABAaoBC2d3cy13aXotaW1nwAEB&sclien t=img&ei=fYneYZ28CsyklwTCjZuoDQ&bih=2080&biw=2071&client=safari#imgrc=ZbCnhs_rWr9WY M. Figure 70: Brightly 2021. Sustainable Fashion [Online]. [Accessed December 2021]. Available from: https://brightly.eco/what-does-sustainable-fashion-really-mean/. Figure 71: Redding, T. and Burberry 2018. Burberry [Online]. [Accessed December 2021]. Available from: https://www.dazeddigital.com/fashion/article/42642/1/2018-sustainability-environmentalissues-fashion-burberry-marine-serre-vetements.
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