International Branding and Sustainability Year 3

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Older Brother Rebecca Todd, Javier Alarcon, Hanar Baram, Zdenek Pasek Course and Level, year BA Fashion marketing & communication, Level 6, 2017-2018 Module title: 6FAMK002C International Branding and Sustainability Subject Coursework: CWK1 Teacher/s: Alejandro Gonzรกlez, Clara Mallart Word count: 1600

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Index I. Research

Introduction 4 Brand Choice 4 Literature Review 7 II. Analysis

Value Wheel 8 Brand Elements 10 Positioning 14 Storytelling 19 Collections 20 Core brand Values 22 III. Strategy

Market & Environment 24 Current Strategy 32 Suggested Strategy 36 Conclusion 45 Appendix 46 References 47

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Introduction Older Brother is located and made in the USA, it’s a new fashion brand at the forefront of the sustainability movement and the brand creates gender-neutral luxury clothing.  It’s a sustainable unisex fashion brand who sew, cut and dye the fabrics in sunny Los Angeles. The brand has a playful spirit who create contemporary classics that fuse natural processes. Their collections are new and trendy with a playful, simplistic spirit.

The collections are inspired by humor in unusual places.

The brand works exclusively with eco-conscious textiles and select carefully the textiles based on the quality for the social responsibility and the environmental impact.

This so that they can renew plant-based synthetics from small batch organics.

Older Brother Due to the unisex appeal, neutral design and colour pallet used throughout the Older Brother line, as well as the ethical values and the thought provoking business strategy the brand holds, the brand made for an interesting research undertaking that appealed to the group as a whole.

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Literature Review In this section we will establish theories and trends in the fashion industry that will make up the theoretical framework as support for the following project. The brand does not operate in the fast fashion industry, however it is noteworthy to mention the fast fashion model, that drives consumerism and promotes non environmental practises to maximise profits, as the brand, Older Brother, differentiates itself from this market through anti consumerism practises and slow fashion to promote eco friendly and conscious consumerism.

Market analysis of key markets will be undertaken for the brand in order to see what they industry is doing as well as position the brand within these markets and to project future positions based on their current and suggested strategies determined further on in this project.

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MEN

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Value Wheel The value ethical wheel represents the strong characteristics that the Older Brother has in terms of clientele, values and product attributes that enhance their sustainable business cycle.

Brand elements:

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Logo: Minimalistic

Name: Suggests responsibility and care for us. The idea that it is sustainable and thinking about our planet and how we can work together.

It is the consumers “Older Brother�, telling us the right thing to do.

Playful Modern Creative

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¨Older Brother honors the earth, human rights and wellness¨

¨We make clothes for people¨

Colours: Tagline: Promote rights for their consumers as well environmental rights. They are against mass marketed products, so put attention on people who choose to make good fashion choices to save the environment.

Brand elements:

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Fonts: Brand Name: Manual Semi In website font: Freight Sans Pro SemiBold

Clean Modern Minimalistic Quirky Appeals to both sexes

Tone: Website: Brand journey, routines, quirky commentaries, brand processes, collaborations, consumer touch point with the brand.

Social media: quirky, playful, clean & sophisticated, high end, artistic, cool, unisex manner

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Sounds:

Smell:

Any instagram videos the brands post, the sound is muted.

Have a personalised scent in pop up shops

by Maaklab, to give added experiences to their consumers.

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Positioning: The brand is seen as sustainable, caring and eco-friendly with contemporary style and value for the eco system and the consumer. They are communicating transparency and innovation.

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High Price

Design & Lifestyle

Fast Production

*usage of eco-washing

Low Price

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Target Market

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interested in art / poetry / music / fashion non conforming

trendy & cool

listens to cafe music students

comfortable & clean

nordic

contemporary

modern contemporary

modern working men & women buys clothes that will last a while

Lifestyle

minimalistic unisex sophisticated

Style

eco conscious

looks for quality

gender neutral Buying habits

Values

not fast fashion brands

cares about the environment

shops monthly Basic Information

spends money on clothes that are adaptable

genuine fabrics natural based fabrics

18-35

Women & Men

Middle to high income works in a creative / fashionable industry single / in a relationship

intellectual

not an activist, cares about environement in a poetic / modern way

Storytelling

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The eco friendly brand is engaging the consumers to see and learn about their process of the garments online on their website. They are inviting them to take into account that there are difference of sustainability products and that we should choose eco as a first choice.

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Collections

Sprint / Summer 2015 Spring Jinx greys / blues cool tone colour palette & vibe

Spring / Summer 2016 Plant Aridity Awareness Society alow fashion revolution Nature & People

Older Brother Founded by:

Bobby Bonaparte & Max Kingerly

Autumn / Winter 2015 Enthusiasm & Naps Artsy & cool Inspired by creatives white / blue colour palette

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Spring / Summer 2017 Summer Camp young vibe/ consumers are campers marigold hues / pop of colour

Autumn / Winter 2016 Hand me downs recyling fashion trend smart & preppy cool look beige & denim colour palette

Autumn / WInter 2017 Back to School classy style with edge gender fluidity & the arts coffee stained colour palette

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Core Brand Values natrually dyed fabrics

natural techniques

Eco Conscious

renewable plant based synthetics small batch organic

unique brand transcends limit of gender

hand dyed

men & women

Gender Neutral

Slow fashion

functional

Neutrality

No gender bias / roles

second hand fabrics

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Market & Environment USA Apparel Industry-current market

annual growth of about 4.64% increase

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61% of brands didnt know what their garments were made

76% didnt know where their fabric was woven, dyed or knitted

93% didnt know where the origin of their raw fibre was from

statistic published by Baptist World Aid Australia (2013)

Market & Environment

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US Market & environmental particularities - Current Market

2017 is going to be a key year for the US economy due to the change in government and political line.

Inflation rates measure the changes in consumer good´s prices, therefore an increase in them means that the people need more economical resources in order to purchase these goods.

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Population is consistently increasing in the US translating into future business opportunities due to the increasing demand.

Even with a new government and drastic changes in the economy, unemployment has shown positive changes; meaning less people demand government help since they are not working.

Market & Environment

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Sweden Market & environmental particularities

- Potential Market

economic growth has fluctuated inconsistently for the last 10 years in Sweden. Nevertheless, for 2017 and future years economy is expected to expand.

changes in prices of Sweden goods have also fluctuated but not distancing between themselves too much.

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from of all the statistical data of Sweden the most steady and continuous growing is the population rate.

the lowest rate in the last year has happened in month of August but overall the rates don’t differ too much.

Market & Environment

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UK Market & environmental particularities - Potential Market

due to the Brexit transition, the UK economy has suffered and entering into a stage of slowdown.

Nevertheless, one transition has been completed economy is expected to fully recover.

for the last year, inflation has mantain relatively steady meaning that companies and brand traditionally can maintain the prices of their goods.

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people living in UK is continuously increasing due a high birth rate. Nevertheless, once Brexit is implemented the amount of people living in the UK is not expected to increase due to movement barriers.

less people are unemployment which translate into greater purchasing power and sustainable economic growth.

Current Strategy

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I. Where are they now?

The pop up store purpose was to present the Hand Me Downs collection, which was a revival of old designs made by the brand.

Online Stores:

Olderbrother (self managed) Garments showed: 37 Average price: $203,38

International Shipping: Any country.

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Frances may Garments showed: 9 Average price: $261,11

Concept: Aspirational, directional.

Location: Portland, OR. International Shipping: Any country.

Glasswing shop Garments showed: 9 Average price: $241,67

Concept: Ecofriendly, lifestyle store.

Location: Seatle, WA. International Shipping: Any country.

Union made Garments showed: 1 Average price: $155,11 Concept: Ecofriendly, lifestyle store.

Location: San Francisco, CA.

International Shipping: Australia, Austria, Canada, Denmark, Finland, France, Germany, Hong Kong, Japan, Norway, Saint Barthelemy, South Korea, Spain, Sweden, Switzerland, United Kingdom, USA.

Current Strategy

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II. Main Values transmitting natrually dyed fabrics

natural techniques

Eco Conscious

renewable plant based synthetics small batch organic

unique brand transcends limit of gender

hand dyed

men & women

Gender Neutral

Slow fashion

functional

Neutrality

No gender bias / roles

second hand fabrics

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III. How are these transmitted: Ecological dye processes promoted online

Not mass produced

Eco Conscious

Not for the mass market Japanese: Wabi Sabi uniqueness

Imperfection

Exclusively in the USA No models shown in the online store

No international pressence (POS)

men & women

Gender Neutral

Made in the USA

online & offline with American themes No gender bias / roles No gender online = no gender association with garments

International shipping

Suggested Strategy I. Where?

SWEDEN

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UNITED KINGDOM high price

Design & Lifestyle

fast production

Low price

Suggested Strategy

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II. Main Values transmitting The same values will be transmitted by the brand in the new key markets as they have been working for the brand in the US and will work in the new markets. But adding Slow fashion instead of “made in the USA�. natrually dyed fabrics

natural techniques

Eco Conscious

renewable plant based synthetics small batch organic

unique brand transcends limit of gender

hand dyed

men & women

Gender Neutral

Slow fashion

functional

Neutrality

No gender bias / roles

second hand fabrics

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III. How are these going to be transmitted: ONLINE

Free shipping to the EU countries as a way to open the market up the brand, and present in new markets for future expansion in this region.

Suggested Strategy

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III. How are these going to be transmitted: OFFLINE Consumers in Sweden: consumer in store credit used look for after sale services

online is frequently used to make purchases

value for money shoppers

Loyalty to brands

research before purchasing primary factor: Price Big part of everyday life

do what benefits the community

secondary factor: Quality Consumer Behaviour

many affordable fashion choices dress for the weather layered style

Care for the Earth sustainable living

Style

Values

Nordic style

KRAV - Brands

GO GREEN! Mentality

wear A LOT of black recycle everything

follow trends

Basic Information

2nd hand stores popular in cities minimalistic

waste less water total population: 9 million Urban population: 86%

plain colours

Stockholm population: 923 516 women: 50%

men: 49.6% % of total expenditure on apparel: 4.9%

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Flagship Store: Stockholm, Sweden Older Brother and the Swedish consumers share various values in common. A flagship store in Sweden because of these common interested would give the brand a foot in the door for Europe.

Suggested Strategy

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III. How are these going to be transmitted: OFFLINE Consumers in the United Kingdom: quality

price

design

consumers shop for the best deals ENVIRONMENTAL BENEFIT

buy if they see advantage in:

branding

consumer loyality weakened due to increased mobility afer sale service important consumers respond to advertising new university courses for more sustainable fashion practises

opportunities exist in the clothing sector individual sense of style Consumer Behaviour mix prints, patterns & styles

UK sustainable development strategy in action

edgy

Style

simple

Values waste management

eclectic never look TOO polished

sustainability

effortless style

Basic Information

“i just threw this on� look total population: 65 million Urban population: 82.8% London population: 12 Million women: 50.7%

men: 49.3% % of total expenditure on apparel: 5.9%

recycle thrifting clothes trend

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Launch brand in concept stores: London Older Brother and London share many common environmental interests as well as values. The countries lack of brand loyalty means concept stores will be the most ideal brand insertion in the market.

Suggested Strategy

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III. How are these going to be transmitted: OFFLINE Launch brand in concept stores: London A potential concept store that the brand would fit in with is:

Dover Street Market

This is an example of a concept store in London that would work for the brands insertion in the market. The store gives brands creative freedom, space and a platform for their identity to show.

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Conclusion Older Brother is a brand that appeals to the emotions of people who are really interested in marking their green fingerprint in the environment and also are looking for slow fashion.

The brand is suitable for foreign expansion because they differ from other sustainable brands by providing a carefree style which can be seen in their logo, social media and general communication.

Also, the brand ships international but they have never actually expanded their business pressence to other international markets in a formal way. In consequence, this would be a great opportunity and time to expand the eco-conscious brand to other environmental caring countries.

Sweeden is the number one country in the Country Sustainable Ranking (Robecosam, 2017), therefore introducing this brand in this market is an ideal business oportunity for the long run.

The UK fits with the brand identity. They share the passion for uniqueness, individuality and unisex identity that has become a macro trend in the latest years. Therefore, there is a great chance of positive and beneficial market opportunities within this nation.

Older Brother embraces the Wabi Sabi philosophy, which relies in the appreciation of uniqueness and imperfection, and thats exactly how the brand wants to reach their target: uniquely and imperfectly.

Appendix I:

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Brand Core Values: Explanation Made in the US: Older Brother promotes themselves as an American brand directed towards an American target. It is reasonable they only target US resident since they are an eco-friendly brand, therefore they don’t believe in the highly commercializing the brand due to its non environmental friendly consequences.  Eco conscious: the brand uses textiles and techniques that are naturals and does not have liabilities over the environment. Small batch organic, renewable plant based synthetics and natural dye fabric are some of the environmental awareness the brand is implementing in its processes and materials.

Gender Neutral: the brands designs transcend the limit of gender. They are intended to be used by men and women since their designs are not figure hugging, theme created or color oriented. Instead the main characteristic of their designs is neutrality.

Appendix II: Key Markets: Conclusion USA: Overall, the US is a steady economy advancing towards opportunities of growth that are beneficial for companies as well as opportunities for households.

UK: The future for the UK’s economy is being discussed by people around the world. Nevertheless, this strong economy has the ability to adapt quickly to economical changes. Therefore, a detail plan has to be structure in order to detail all the actions necessary to create successful business opportunities in the British market.

Sweden: Though, economically speaking Sweden is a stable but non too growing economical market, their positive statistics and interest for sustainable makes them proper and suitable candidates for brand presence in this territory.

References:

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