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Page 1

CHARMÉ

W H E R E S I M P L I C I T Y M E E T S S O P H I S T I C AT I O N


P U N YA C H A N A N A CEO / HUM AN RES O U RCES

DA N I E L L A A R C I L A CFO / VICEP RESIDEN T

SOFIA MOLINARO S U S TA I N A B I L I T Y D I R E C T O R

ISABEL ASEN SI O C R E AT I V E D I R E C T O R


able of conen

OUR STORY

1

MISSION - VISION

3

U N I Q U E C H A R AC T E R I S T I C S

4

SOCIAL RESPONSIBILITY

5

M I N I M A L FA S H I O N

8

CUSTOMER PROFILE

9

DID YOU KNOW?

10

M AT E R I A L S & FA B R I C S

12

L I N EU P - COLLECT I O N

14

G A R M E N T L I F E C YC L E

28

G A R M E N T D I S P O SA L

32

C O S T S AV I N G S

35

REAS O N S T O WEAR CHARM É

37

BRANDING

48

CO N CLU SI O N

51

APPENDIX

52


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S W I T C H T O N AT U R A L D E T E R G E N T S A N D S TA I N R E M O V E R S N AT U R A L P R O D U C T S T E N D T O B E F R E E OF

C H LO R I N E

F R AG R A N C E ,

B L E AC H ,

DY E S ,

AND

S Y N THETIC O P TICAL

B R I G H T E N E R S . T H E Y ’ R E U S U A L LY P L A N T (NOT

P ET R OLEUM )

B I O D EG R A DA B L E

BASED ,

C O N TA I N

S U R FA C TA N T S ,

AND

A R E O F T E N S P E C I F I C A L LY F O R M U L AT E D 29

T O P E R F O R M W E L L I N C O L D WAT E R .


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E V E R Y U . S . H O U S E H O L D R E P L AC E D J U S T

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CO U L D

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11 . 6

MILLIO N

P O U N D S O F C H LO R I N E F R O M E N T E R I N G O U R EN VIR O NMEN T . .

H A N G CLO T HES T O DR Y

KEEPING

YOUR

C LO T H E S

E N E R GY

USE,

AND

OUT

OF

A

DR YER E X T EN DS T H E IR L IF E , R E D U C ES CU T S

CO S T S .

WHETHER INDO O R S O R O U T SIDE , LINE DR YING JU S T

CAN

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YEAR

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B R I G H T S U N L I G H T O R T H E Y ’ L L FA D E

30

IN


ecommnendaion DETERGENT

CHARM É FA B R I C S THEY

C A R E F U L LY

FO R

CO U L D

IT S BE

S E L EC T E D

CU S T OMER

WORN

YEAR

SO

THE

T H AT

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B E C A U S E O U R FA B R I C S A R E S O D E L I C AT E , S O F T A N D A L L O R GA N I C , W E R E C O M M E N D T H AT

OUR

CU S T OMER

U S ES ,

THE

L A U N D R E S S . O U T O F T H E M A N Y FA B R I C

CA R E P R O D U CT S T H EY S E L L , T H EY A LS O S P EC I A L I Z E T H AT USE!

ARE

RK

IN

N AT U R A L

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C O LO R S

O R T H E Y ’ L L FA D E

SAFE

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AND

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S U NLIGHT


disposal GARMENT

32


C H A R M É H A S PA R T N E R E D W I T H A CO M PA N Y

CALLED WEARABLE COLLECT I O N S . THIS

I S A N YC B A S E D C O M PA N Y F O C U S E D O N K E E P I N G C LO T H I N G , T E X T I L E S A N D S H O E S

O U T O F L A N D F I L L S W H I L E G E N E R AT I N G F U N DS FO R C H A R I T I ES .

68

P O U NDS

=

2

L A RGE FU L L T R AS H B AGS O F T E X T I L ES

1 , 0 0 0 T R A S H B AGS O F T E X T I L ES

=

500

R ES I D E N T S IN 1 BUILDING

T H E WAY W E H AV E G O N E W I T H T H I S I S ,

T H E C U S T O M E R S H AV E T H E O P T I O N T O

G I V E U S B A C K T H E I R C LO T H I N G , E I T H E R SEN T

OR

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TO

OUR

MAIN

NY

S T O R E O R B R O U G H T T O T H E Y COM E T O

O U R S T O R E F R E E O F CO S T M A N AG I N G W E E K LY

PICK - U P S AND BIN MAIN TENANCE , AND T H E Y TA K E O U R B A G .

O N C E T H E Y H AV E O U R U S E D C LO T H I N G B A G S , T H O S E C LO T H E S W I L L E I T H E R B E

REU SE A S S ECO N D H A N D C LO T H I N G

T U R NED IN T O R AGS

33

R O U NDED IN T O FIBER S


AN

AV E R A G E

PER S O N

68

A P P R O X I M AT E LY IN A YEAR .

BUYS

GA R M E N T S

BY P U R C H A S I N G I T E M S F R OM O U R COM P E T I T O R S ,

THEY

A YEAR .

ON A

BE

AN

THO UGH ,

AV E R A G E

CHARM É

OUR

C LO T H I N G

CO S T S

CU S T OMER

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BE

$ 37 , 597 . 2

S PENDING ABO U T

EVEN

WOULD

ON

MO RE ,

WOULD

GA R M E N T S

cos saving FO R 1 0 GA R M E N T S

T H AT A R E S U S TA I N A B L E A S T H E Y ARE

MADE

CS R .

THE

THEY

H AV E

WITH

T O XIN - FREE

CH EM ICA LS A ND W I T H A S T R O N G FA B R I C

CH O IC ES

WE

M A D E R E F L EC T O N T H E I N F LU E N C E NOT

O N LY

ON

THE

P R O D U CT I O N P R O C ES S B U T A LS O

O U R T O TA L $ 4 , 040

THE EN VIR O NMEN T .

CO M P E T I T O R S $ 5 , 529


REASONS TO WEAR

CHARMÉ

CHARMÉ

ZARA

$800

$99

100 % HEMP

T O XIC FIBER S

I N N O VAT I V E

C O N TA I N S A C R Y L I C F I B E R T H AT

R E C YC L A B L E

C A U S E S H E A LT H P R O B L E M S

37


CHARMÉ

1205

$475

$710

100 % HEMP

E C O - F R I E N D LY

USE

38

T O X IC CH EM ICA LS

OF

H I G H - E N E R GY

P R ODUCTIO N

DU RING


CHARMÉ

TOPSHOP

$325

$50

1 0 0 % CO M B E D O R GA N I C CO T T O N J E R S E Y K N I T

I N T E N S I V E I R R I G AT I O N U S E

B I O D EG R A DA B L E

U S E OF P ES T IC ID ES

E N V I R O N M E N TA L LY S A F E 31 1 9


T HEO R Y

CHARMÉ

$825

$650

S Y N THETIC FIBER S

1 0 0 % CO M B E D O R GA N I C CO T T O N J E R S E Y K N I T Q UA L I T Y FO C U S E D K E E P S Y O U WA R M

HIGH MAIN TENANCE

40

R EQ U I R ES D R Y C L E A N I N G


A L E X A N D E R MCQ U E E N

CHARMÉ

$465

$375

1 0 0 % CO M B E D O R GA N I C CO T T O N J E R S E Y K N I T Q UA L I T Y FO C U S E D K E E P S Y O U WA R M

41

CARE IN TEN SIVE

C O N V E N T I O N A L FA B R I C


CHARMÉ

ETRO

$225

$660

1 0 0 % P E AC E S I L K

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DY E D W I T H C H E M I C A L S

L E S S E N E R GY U S E

DU RING P R ODUCTIO N

42


CHARMÉ

ZARA

$50

$175

1 0 0 % O R GA N I C CO T T O N

C LO T H I N G C O N TA I N S S Y N T H E T I C F I B E R S

N O N - P O L LU T I N G

C H E M I C A L LY P R O C E S S E D D U R I N G P R O D U C T I O N

ETHICAL

43


CHARMÉ

PHILLIP LIM

$250

$395

C O N TA M I N AT E D

1 0 0 % O R GA N I C CO T T O N

WAT E R

P R ODUCTIO N

LO N G L A S T I N G

DU RING

N I T R AT E I N F E R T I L I Z E R S

P U RE

44


CHARMÉ

DKNY

$415

$2,195

1 0 0 % O R GA N I C CO T T O N T O XIN - FREE

USE

WA S T E - R E D U C I N G

45

T O X IC CH EM ICA LS

OF

H I G H - E N E R GY

P R ODUCTIO N

DU RING


CHARMÉ

GUES S

$350

$80

1 0 0 % O R GA N I C CO T T O N

U S E O F H I G H H E AT

R E N E WA B L E

N O T B I O D EG R A DA B L E

EAS Y CARE

46


AT C H A R M É , W E M A D E S U R E T H AT A LO N G W I T H U S I N G S U S TA I N A B L E FA B R I C S ,

W E A L S O A R E U S I N G S U S TA I N A B L E PA C K A G I N G . O U R PA C K A G I N G I S M A D E O F R E C YC L E D M AT E R I A L S T H AT C A N B E R E U S E D F O R O T H E R F U T U R E P U R P O S E S . F O R O U R C A N VA S S H O P P I N G B A G S A N D H A N GTA G S , W E U S E 1 0 0 % C O T T O N A N D

F O R T H E P I L LO W B O X E S W E U S E R E C YC L E D PA P E R . T H E I N K U S E D T H R O U G H O U T O U R PA C K A G I N G I S M A D E O F S O Y . W E C H O S E S O Y I N K B E C A U S E I T I S M A D E FR OM

S O YBEAN S ,

AND

IS

MO RE

E N V I R O N M E N TA L LY

F R I E N D LY

WHICH

M A K ES

I T E A S Y T O U S E O N R E C YC L E D PA P E R T H A I S B E I G N U S E D F O R O U R S H I P P I N G B O X E S . W E B E L I E V E T H AT O U R B R A N D I N G A N D PA C K A G I N G R E F L E C T O U R S I M P L E Y E T S O P H I S T I C AT E D A E S T H E T I C

randing CHARMÉ


49


nspiraion

50


conclusion

C H A R M É A S A S U S TA I N A B L E L U X U R I O U S B R A N D B E L I E V E S T H AT I T I S T H E I R R E S P O N S I B I L I T Y T O

M A K E S U R E I T S C U S T O M E R ’ S LO O K A N D F E E L G O O D A B O U T T H E FA B R I C C H O I C E S T H E Y M A K E . CHARM É

HAS

MADE

S U RE

OF

SHO WING

P R ODUCTIO N ,

I N C LU D I N G

I N T E R ES T I N R E D U C I N G T H E S O C I A L CO N D I T I O N S OF

THE

THE

TEX TILE

E N V I R O N M E N TA L

THR O UGHO U T U SING

L ES S

THE

I M PA C T S

P R ODUCTIO N

E N E R GY

WHILE

T H AT

CHAIN .

WA S H I N G

O CC U R

FR OM THEIR

G A R M E N T S , T O B U Y I N G O N LY T E N G A R M E N T S

T O W E A R T H R O U G H O U T T H E Y E A R , W E WA N T T O M A KE S U RE O U R CU S T OMER CAN L IVE N O T

O N LY A S U S TA I N A B L E B U T A L S O A M I N I M A L I S T I C L I F E S T Y L E . I N O R D E R T O C O M M U N I C AT E W E L L WITH

OUR

CU S T OMER S ,

AT

CHARM É ,

WE

AS

A D E L U X E B R A N D H AV E M A D E S U R E T H AT O U R

C U S T O M E R S K N O W W H AT T Y P E O F FA B R I C O U R CU S T OMER

S PENDS

THEIR

MO NEY

ON.

WITH

T H I S , C H A R M É M A K E S S U R E T O C O M M U N I C AT E WELL

R EGA R D I N G

THE

M E AS U R ES

U S I N G G R E E N E R M AT E R I A L S .

WE

TA K E

IN

51



ppendi

SCOPE AND SIZE OF THE MARKET

COMPETITORS

CONSUMER LIFESTYLE

F U T U R E E X P E C TAT I O N S

O U R FA B R I C S

COSTING


SCOPE AND SIZE OF THE MARKET MARKET

WOMENSWEAR IN THE US

HEADLINES " W O M E N ’ S O U T E R W E A R I N C R E A S E S B Y 1 % I N C U R R E N T VA L U E T E R M S I N 2 0 1 4 T O R E A C H U S $ 1 0 8 . 1 B I L L I O N W O M E N S W E A R C O N T I N U E S T O B E D R I V E N B Y T H E C O M F O R T , ‘ AT H L E I S U R E ’ A N D M U LT I - F U N C T I O N A L A P PA R E L T R E N D S W O M E N ’ S J A C K E T S A N D C O AT S R E C O R D S T H E S T R O N G E S T C U R R E N T VA L U E G R O W T H O F 8 % I N 2 0 1 4 T O R E A C H U S $ 1 1 . 3 B I L L I O N , F O L LO W E D C LO S E LY B Y W O M E N ’ S L E G G I N G S W I T H 7 % T H E G A P I N C C O N T I N U E S T O L E A D W O M E N S W E A R I N 2 0 1 4 W I T H A 5 % VA L U E S H A R E W O M E N S W E A R I S S E T T O I N C R E A S E I N VA L U E B Y 2 % O V E R T H E C O U R S E O F T H E E N T I R E F O R E C A S T P E R I O D , W H I L E V O L U M E S A L E S A R E S E T T O I N C R E A S E AT A C A G R O F 1 % "

T RENDS W O M E N ’ S J A C K E T S A N D C O AT S R E C O R D E D T H E FA S T E S T VA L U E G R O W T H I N W O M E N S W E A R D U R I N G 2 0 1 4 , I N C R E A S I N G I N C U R R E N T VA L U E B Y 8 % T O R E A C H U S $ 1 1 . 3 B I L L I O N , W H I L E V O L U M E S A L E S I N T H E C AT E G O R Y I N C R E A S E D B Y 6 % . T H E S T R O N G G R O W T H R E C O R D E D I N W O M E N ’ S J A C K E T S A N D C O AT S C A N B E AT T R I B U T E D T O T H E C H A N G I N G P U R C H A S E PAT T E R N S I N W O M E N ’ S D R E S S E S . W H I L E W O M E N ’ S D R E S S E S S H O W E D S T R O N G G R O W T H I N B O T H VA L U E A N D V O L U M E T E R M S D U R I N G T H E E A R LY Y E A R S O F T H E R E V I E W P E R I O D , G R O W T H S LO W E D C O N S I D E R A B LY D U R I N G 2 0 1 3 A N D 2 0 1 4 . W O M E N C O N T I N U E D T O U S E T H E D R E S S E S T H E Y A L R E A DY H A D I N T H E I R WA R D R O B E S , L AY E R I N G T H E M W I T H J A C K E T S A N D J U M P E R S . PA I R I N G D R E S S E S W I T H O T H E R I T E M S A L LO W S W O M E N T O C H A N G E T H E I R I M A G E D E P E N D I N G O N T H E S I T U AT I O N , Q U I C K LY D R E S S I N G T H E M U P O R D O W N A N D P U T T I N G T H E V E R S AT I L I T Y O F F E R E D B Y DR ES S ES T O G O O D U S E .

I N T E R E S T I N G LY

EN O UGH ,

WHILE

W OMEN

ARE

G E N E R A L LY

BU YING

FEWER

NEW

DR ES S ES ,

IN D I V I D UA L

ITEMS

SUCH

AS

WOMEN’S

SKIRTS

S H O W E D H E A LT H Y G R O W T H T H R O U G H O U T T H E R E V I E W P E R I O D . W O M E N ’ S S K I R T S W I T N E S S E D T H E S T R O N G E S T V O L U M E G R O W T H O F 6 % O F A N Y W O M E N S W E A R C AT E G O R Y I N 2 0 1 4 , F O L LO W E D C LO S E LY B Y W O M E N ’ S J A C K E T S A N D C O AT S A N D W O M E N ’ S L E G G I N G S . A C C O R D I N G T O A N E D I T E D R E S E A R C H R E P O R T O N D R E S S E S , A S T H E P O P U L A R I T Y O F C A S U A L D R E S S I N G H A S R I S E N I N R E C E N T Y E A R S , S E PA R AT E S S U C H A S S K I R T S A N D T O P S H AV E B E C O M E FA S H I O N A B L E A N D C O S T - E F F E C T I V E . A C C O R D I N G T O E X P R E S S I N C , S A L E S O F I T S S K I R T S H AV E B E E N D R I V E N B Y D I F F E R E N T LO O K S I N C L U D I N G E M B E L L I S H E D M I N I S K I R T S , P E N C I L S K I R T S , M A X I S A N D F U L L S K I R T S , I N S H O R T , M I D A N D B E LO W T H E - K N E E L E N GT H S . T H E D I S T R I B U T I O N O F A P PA R E L G E N E R A L LY C O N T I N U E D T O S H I F T T O WA R D S I N T E R N E T R E TA I L I N G I N 2 0 1 4 , W I T H S A L E S V I A E - C O M M E R C E P L AT F O R M S R E P R E S E N T I N G 1 2 % O F O V E R A L L VA L U E S A L E S O F A P PA R E L I N 2 0 1 4 , U P F R O M 1 1 % I N 2 0 1 3 . W H I L E O N L I N E R E TA I L I N G C O N T I N U E S T O B E N E F I T F R O M T H E I N C R E A S I N G I N T E R E S T I N D I G I TA L R E TA I L I N G L E V E L S A M O N G U S C O N S U M E R S , T R A D I T I O N A L S T O R E - B A S E D R E TA I L E R S A R E D E V E LO P I N G A LT E R N AT E S T R AT E G I E S T O W E AT H E R C O M P E T I T I O N F R O M T H E L I K E S O F A M A Z O N A N D O V E R S T O C K . C O M . A C C O R D I N G T O

52


A R E S E A R C H R E P O R T , T R A D I T I O N A L S T O R E - B A S E D R E TA I L E R S W I L L N E E D T O S TAY L E A N I N O R D E R T O R E M A I N C O M P E T I T I V E . F O R E X A M P L E , S T O R E - B A S E D R E TA I L E R S S U C H A S H O M E D E P O T A N D N O R D S T R O M A R E N O W U S I N G S E L F - C H E C K O U T T O O L S T O R E D U C E C A S H I E R E X P E N S E S , T H E R E B Y F R E E I N G U P E M P LO Y E E S T O S E R V E C U S T O M E R S A N D S T O C K S H E LV E S . 

A C C O R D I N G T O B U S I N E S S O F FA S H I O N . C O M , " S A L E S O F P L U S - S I Z E C LO T H I N G A LO N E A R E N O W W O R T H U S $ 1 7 . 5 B I L L I O N A N N U A L LY

I N T H E U S , A LT H O U G H I T R E M A I N S O N E O F T H E M O S T U N D E S E R V E D S E G M E N T S O F T H E U S A P PA R E L A N D F O O T W E A R I N D U S T R Y . W H I L E A M E R I C A N W O M E N I N 1 9 8 5 W O R E A N AV E R A G E S I Z E O F E I G H T , AT T H E E N D O F T H E R E V I E W P E R I O D , T H E AV E R A G E A M E R I C A N W O M A N W O R E A S I Z E 1 2 . " W H I L E T H E T R A D I T I O N A L FA S H I O N I N D U S T R Y H A S C O N S I S T E N T LY I G N O R E D T H E P L U S - S I Z E M A R K E T , T H E O N L I N E C O M M U N I T Y I N G E N E R A L , E S P E C I A L LY S O C I A L M E D I A , B LO G G E R S A N D C U S T O M E R F E E D B A C K P L AT F O R M S , H AV E H E L P E D B O O S T AWA R E N E S S O F T H E P O T E N T I A L S A L E S I N P L U S - S I Z E D C LO T H I N G . E LO Q U I I , A P L U S - S I Z E FA S H I O N L A B E L F R O M T H E L I M I T E D , WA S L A U N C H E D I N 2 0 1 1 , A LT H O U G H T H E C O M PA N Y H A S S C A L E D B A C K I T S AT T E N T I O N T O T H I S L A B E L I N O R D E R T O F O C U S O N I T S C O R E B U S I N E S S . H O W E V E R , W I T H D I G I TA L D E V E LO P M E N T A N D N E W O U T L E T S , E M A I L S A N D B LO G P O S T S F R O M D E VA S TAT E D C U S T O M E R S C O N V I N C E D T H E C O M PA N Y T O B R I N G T H E L A B E L B A C K A F T E R M A K I N G S O M E E S S E N T I A L A DJ U S T M E N T S . 

O N L I N E - O N LY P L U S - S I Z E A P PA R E L R E TA I L E R S S U C H A S M O D C LO T H A N D N AVA B I H AV E E N C O U N T E R E D T R E M E N D O U S S U C C E S S . N AVA B I , A

P L U S - S I Z E O N L I N E A P PA R E L R E TA I L E R WA S F O U N D E D I N 2 0 0 9 A N D S I N C E T H E N T H E C O M PA N Y H A S T R I P L E D I T S R E V E N U E S E V E R Y Y E A R A N D B U I LT A 1 5 0 - S T R O N G T E A M A N D T H E E N D O F T H E R E V I E W P E R I O D WA S T R A D I N G I N 3 0 C O U N T R I E S . A C C O R D I N G T O N I C O L E T T E M A S O N , A P R O M I N E N T P L U S - S I Z E B LO G G E R , T H E I N T E R N E T , B LO G S P O T S A N D S O C I A L M E D I A H AV E A L L H E L P E D T O C R E AT E A R A P I D A N D S T R O N G C H A N G E I N P L U S - S I Z E A P PA R E L . COM P E T I T I V E L A N DS C A P E 

T H E G A P I N C C O N T I N U E D T O L E A D W O M E N S W E A R I N 2 0 1 4 W I T H A 5 % VA L U E S H A R E . T H E M E D I A D E S C R I B E D 2 0 1 3 A S T H E “ B R E A K O U T ”

Y E A R F O R G A P ’ S A C T I V E W E A R B R A N D AT H L E TA . T H E N U M B E R O F AT H L E TA W O M E N ’ S A C T I V E W E A R S T O R E S I N C R E A S E D B Y 8 5 % D U R I N G T H E 2 0 1 2 / 2 0 1 3 F I S C A L Y E A R , D R I V I N G S T R O N G G R O W T H I N T H E N U M B E R O F R E TA I L O U T L E T S O P E R AT E D B Y I T S PA R E N T C O M PA N Y G A P I N N O R T H A M E R I C A . A C C O R D I N G T O A N O V E M B E R 2 0 1 4 N E W S R E L E A S E B Y T H E C O M PA N Y , I T I S O N T R A C K T O E N D T H E 2 0 1 4 / 2 0 1 5 F I S C A L Y E A R W I T H 1 0 0 AT H L E TA S T O R E S O P E R AT I N G I N T H E U S . G A P C O N T I N U E D T O S T R E N GT H E N I T S M U LT I - C H A N N E L S E R V I C E S I N 2 0 1 4 B Y E X T E N D I N G I T S I N S T O R E O R D E R I N G C A PA B I L I T I E S T O S O M E 1 , 0 0 0 G A P , O L D N AV Y , B A N A N A R E P U B L I C A N D AT H L E TA S T O R E S T H R O U G H O U T T H E U S , A L LO W I N G C U S T O M E R S A C C E S S T O A N E X PA N D E D I N V E N T O R Y I N C L U D I N G A B R O A D E R R A N G E O F S I Z E S , C O LO R S A N D S T Y L E S . 

S E V E R A L W O M E N S W E A R C O M PA N I E S I N V E S T E D I N T H E I R E - C O M M E R C E A N D M U LT I C H A N N E L R E TA I L I N G S T R AT E G I E S D U R I N G 2 0 1 4 S O

A S T O R E M A I N R E L E VA N T T O A N I N C R E A S I N G LY D I G I TA L - S AV V Y C O N S U M E R B A S E . A C C O R D I N G T O O N E I N D U S T R Y E X P E R T , W O M E N S W E A R C O M PA N I E S A R E I N C R E A S I N G LY I N V E S T I N G S I G N I F I C A N T LY I N M A K I N G T H E I R O N L I N E A N D O F F L I N E O P E R AT I O N S W O R K S E A M L E S S LY I N A N I N T E G R AT E D

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U S $ 1 . 2 B I L L I O N A N D U S $ 1 . 5 B I L L I O N I N E - C O M M E R C E W E B S I T E S A N D M O B I L E C O M M E R C E A P P L I C AT I O N S T H AT W I L L I N C L U D E T E C H N O LO GY , I NF R AS T R U C T U R E A N D O T H E R A R E AS I N 2 01 5 . 

FA S T FA S H I O N R E TA I L E R S S U C H A S H & M , F O R E V E R 2 1 A N D FA S T R E TA I L I N G R E C O R D E D S T E A DY G R O W T H I N C U R R E N T VA L U E T E R M S I N

2 0 1 4 . FA S T FA S H I O N P L AY E R S H & M A N D U N I Q LO N O W O F F E R T H E I R O W N S P O R T S W E A R L I N E S I N A B I D T O TA P I N T O T H E O N G O I N G T R E N D T O WA R D S S P O R T S W E A R . I N 2 0 1 4 , H & M E X PA N D E D T H E D I S T R I B U T I O N O F I T S S P O R T P R O D U C T L I N E , W H I C H I S N O W AVA I L A B L E I N A R O U N D 5 0 S T O R E S , W I T H 2 , 0 0 0 S T O R E S C A R R Y I N G W O M E N ’ S S P O R T S A P PA R E L . FA S T FA S H I O N A P PA R E L AT A F F O R D A B L E P R I C E S R E M A I N S H I G H LY P O P U L A R I N T H E U S A N D N E W B R A N D S C O N T I N U E T O E N T E R T H E C AT E G O R Y . U K - B A S E D O N L I N E R E TA I L E R B O O H O O L A U N C H E D I N T H E U S D U R I N G A P R I L 2 0 1 5 . T H E C O M PA N Y P O S I T I O N S I T S E L F A S A FA S T FA S H I O N R E TA I L E R A N D E V E R Y T H I N G O N I T S S I T E I S P R I C E D U N D E R U S $ 1 0 0 . A C C O R D I N G T O T H E G U A R D I A N , O V E R H A L F O F B O O H O O ' S S T O C K I S M A N U FA C T U R E D I N T H E U K I T S E L F A N D T H I S E N A B L E S T H E B R A N D T O C A P T U R E N E W T R E N D S A N D H AV E G A R M E N T S AVA I L A B L E O N I T S W E B S I T E W I T H I N O N E W E E K . T H I S I S N O T P O S S I B L E F O R A C O M PA N Y L I K E H & M O R F O R E V E R 2 1 , W H O S E FA C T O R I E S A R E S P R E A D A C R O S S D I F F E R E N T R E G I O N S O F T H E W O R L D . P R O S P EC T S

" D U R I N G T H E F O R E C A S T P E R I O D , VA L U E G R O W T H I N W O M E N S W E A R I S E X P E C T E D T O C O N T I N U E B E I N G D R I V E N B Y H I G H E R V O L U M E S A L E S . V O L U M E S A L E S A R E E X P E C T E D T O I N C R E A S E AT A C A G R O F 1 % , W H I L E VA L U E S A L E S A R E S E T T O I N C R E A S E B Y 2 % AT C O N S TA N T 2 0 1 4 P R I C E S O V E R T H E C O U R S E O F T H E E N T I R E F O R E C A S T P E R I O D . B Y WAY O F C O M PA R I S O N , V O L U M E S A L E S O F W O M E N S W E A R I N C R E A S E D AT A C A G R O F 2 % O V E R T H E R E V I E W P E R I O D , W H I L E VA L U E S A L E S I N C R E A S E D B Y 3 % I N C O N S TA N T 2 0 1 4 P R I C E S O V E R T H E C O U R S E O F T H E E N T I R E R E V I E W P E R I O D . C O N S U M E R S B E C A M E A C C U S T O M E D T O H E AV Y D I S C O U N T I N G A N D P R I C E P R O M O T I O N S D U R I N G T H E E C O N O M I C R E C E S S I O N A N D T H E Y W I L L C O N T I N U E T O E X P E C T LO W E R P R I C E S D U R I N G T H E F O R E C A S T P E R I O D , P L A C I N G P R E S S U R E O N P R O F I T M A R G I N S . " I T I S A L S O L I K E LY T H AT C O N S U M E R S W I L L S T I C K W I T H T H E I R C A U T I O N A R Y S P E N D I N G B E H AV I O R D U R I N G T H E R E V I E W P E R I O D A N D T H AT P E N T - U P D E M A N D M I G H T A C T U A L LY B E C O N S U M E D B Y B I G - T I C K E T I T E M S I N O T H E R A R E A S S U C H A S H O M E I M P R O V E M E N T O R N E W C A R S . W O M E N ’ S J E A N S I S E X P E C T E D T O R E C O R D A M O N G T H E FA S T E S T G R O W T H R AT E S I N T E R M S O F B O T H V O L U M E A N D VA L U E S A L E S I N W O M E N S W E A R D U R I N G T H E F O R E C A S T P E R I O D . D E N I M I S , H O W E V E R , S E T T O FA C E I N C R E A S I N G LY S T R O N G C O M P E T I T I O N F R O M T H E M O R E C O M F O R TA B L E A N D S T R E TC H Y FA B R I C S U S E D I N G A R M E N T S S U C H A S Y O G A PA N T S A N D L E G G I N G S . W H I L E T E E N A G E R S A R E T U R N I N G T O L E G G I N G S , O L D E R W O M E N A R E I N C R E A S I N G LY W E A R I N G T H E I R Y O G A A P PA R E L T H R O U G H O U T T H E D AY . S I N C E C O M F O R T A N D ‘ AT H L E S I U R E ’ H AV E B E C O M E M A J O R T R E N D S I N W O M E N ’ S C A S U A LW E A R I N R E C E N T Y E A R S , T H E R E I S A G E N U I N E F E A R O F J E A N S A N D D E N I M LO S I N G S O M E O F T H E I R U B I Q U I T Y A N D P R E VA L E N C E . D E N I M D E S I G N E R S A R E R E A L I Z I N G T H I S A N D T H E Y A R E N O W LO O K I N G AT N E W FA B R I C S A N D D E S I G N S T O R E I N V I G O R AT E W O M E N ’ S J E A N S .

A M O N G W O M E N ’ S N I G H T W E A R , W O M E N ’ S U N D E R W E A R A N D W O M E N ’ S S W I M W E A R , I T I S W O M E N ’ S S W I M W E A R T H AT I S E X P E C T E D T O S H O W T H E H I G H E S T G R O W T H R AT E I N B O T H V O L U M E A N D VA L U E T E R M S O V E R T H E F O R E C A S T P E R I O D . W I T H T H E C O N T I N U E D I M P R O V E M E N T O F T H E U S E C O N O MY , A M E R I C A N W O M E N A R E M O R E W I L L I N G T O S P E N D M O N E Y O N D I S C R E T I O N A R Y A P PA R E L I T E M S S U C H A S S W I M W E A R . T H E I N T R O D U C T I O N O F S E V E R A L N E W B R A N D S A N D N E W S T Y L E S A N D D E S I G N S C A N A L S O B E E X P E C T E D T O G I V E A B O O S T T O T H I S C AT E G O R Y D U R I N G T H E FO R EC AS T P E R I O D . T H E AV E R A G E P R I C E O F W O M E N S W E A R D E C L I N E D O V E R T H E F O R E C A S T P E R I O D . A S D I S C U S S E D P R E V I O U S LY , C O N S U M E R S C O N T I N U E T O E X P E C T P R O M O T I O N A L P R I C E S , A LT H O U G H W I T H T H E U S E C O N O MY I M P R O V I N G A N D W I T H D I S C R E T I O N A R Y I N C O M E S O N T H E R I S E , R E TA I L E R S M I G H T

54


B E L E S S W I L L I N G T O D I S C O U N T A S E X T E N S I V E LY A S T H E Y D I D D U R I N G T H E R E C E S S I O N A R Y Y E A R S O F T H E R E V I E W P E R I O D . A D D I T I O N A L LY , H I G H E R L A B O R C O S T S I N M A N U FA C T U R I N G H U B S S U C H A S C H I N A A N D B A N G L A D E S H A R E B E I G N T R A S L AT E D I N T O H I G H E R P R I C E S F O R E N D C O N S U M E R S . G I V E N T H E C U R R E N T E N V I R O N M E N T O F C O N F L I C T I N G C O N S U M E R E X P E C TAT I O N S , I T I S L I K E LY T H AT T H E R E W I L L B E F E W E R P R O M O T I O N S A N D D I S C O U N T S O N O F F E R D U R I N G T H E F O R E C A S T P E R I O D W H I L E U N I T P R I C E I N C R E A S E S W I L L L I K E LY B E K E P T T O A M I N I M U M .

D U R I N G T H E F O R E C A S T P E R I O D , M A N Y O F L A R G E U S - B A S E D A P PA R E L C O M PA N I E S A R E E X P E C T E D T O C O N T I N U E P R I O R I T I Z I N G I N T E R N AT I O N A L G R O W T H O V E R D O M E S T I C / N AT I O N A L . D E M A N D F O R W O M E N S W E A R I N T H E U S I S L A R G E LY S AT U R AT E D A N D D O M E S T I C C O M PA N I E S G E N E R A L LY S E E B E T T E R O P P O R T U N I T I E S F O R G R O W T H A B R O A D . D O M E S T I C L E A D E R T H E G A P I N C I S E X P E C T E D T O C O N T I N U E I T S I N T E R N AT I O N A L E X PA N S I O N P L A N . T H E C O M PA N Y R E C E N T LY A N N O U N C E D P L A N S T O E X PA N D I T S R E TA I L N E T W O R K I N C H I N A A N D J A PA N , W I T H P L A N S T O H AV E 1 1 0 S T O R E S O P E N A C R O S S M A I N L A N D C H I N A A N D 4 0 S T O R E S I N J A PA N B Y T H E E N D O F T H E 2 0 1 5 / 2 0 1 6 .

LU X U R Y GO ODS I N THE U S

" R E TA I L VA L U E S A L E S O F L U X U R Y G O O D S I N T H E U S H AV E I N C R E A S E D A N N U A L LY S I N C E 2 0 1 0 . A F T E R R E G I S T E R I N G P E A K D O U B L E - D I G I T G R O W T H I N 2 0 1 1 , L U X U R Y G O O D S S LO W E D D O W N I N C O N S E C U T I V E Y E A R S A S P E N T - U P D E M A N D F R O M T H E R E C E S S I O N B E G A N T O FA D E A N D T H E M A R K E T B E G A N T O R E V E R T T O A M O R E O R G A N I C M O D E O F G R O W T H B Y 2 0 1 3 . " H O W E V E R , I N 2 0 1 4 , T H E G R O W T H R AT E I M P R O V E D , W I T H R O B U S T D E M A N D F R OM D OM ES T I C LU X U R Y CO N S UM E R S AS W E L L AS FO R E I G N T O U R I S T S V I S I T I N G T H E U S . T H E M A R K E T A LS O S I G N I F I C A N T LY B E N E F I T S F R O M R E C E N T I N C R E A S E S I N D I S P O S A B L E I N C O M E F O R U S W O M E N , W H O D R O V E T H E S A L E S G R O W T H O F L U X U R Y G O O D S , E S P E C I A L LY S E E N I N L U X U R Y B A G S A N D L U X U R Y A C C E S S O R I E S . S I G N S O F S LO W D O W N F O R A C C E S S I B L E L U X U R Y T H E L U X U R Y M A R K E T C O M P R I S E S T H R E E S E PA R AT E T I L E S : A B S O L U T E , A S P I R AT I O N A L A N D A C C E S S I B L E , I N D E S C E N D I N G O R D E R . T H E A C C E S S I B L E P O R T I O N O F T H E M A R K E T G R E W R A P I D LY O V E R T H E 2 0 0 9 - 2 0 1 4 R E V I E W P E R I O D A S M A I N S T R E A M A M E R I C A N C O N S U M E R S H AV E B E C O M E I N C R E A S I N G LY I N T E R E S T E D I N L U X U R Y P R O D U C T S , W I T H G R O W I N G M E D I A AT T E N T I O N D E D I C AT E D T O C E L E B R AT I N G T H E L U X U R Y L I F E S T Y L E . A C C E S S I B L E B R A N D S , M O S T N O TA B LY C O A C H A N D M I C H A E L W , H AV E S I G N I F I C A N T LY E X PA N D E D T H E I R B U S I N E S S B Y C A P I TA L I Z I N G O N T H I S N E W F O U N D D E M A N D , A N D C O N S E Q U E N T LY C H A N G E D T H E L U X U R Y L A N D S C A P E . H O W E V E R , F O R T H E F I R S T T I M E , A C C E S S I B L E L U X U R Y B E G A N T O S H O W S I G N S O F R A P I D M A R K E T M AT U R AT I O N I N 2 0 1 4 , W I T H M A J O R B R A N D S S T R U G G L I N G T O E K E O U T G R O W T H A S T H E I R L U X U R Y B R A N D VA L U E D E T E R I O R AT E S D U E T O O V E R E X P O S U R E .

55


COMPETITORS

STELLA MCCARTNEY T H E S T E L L A M C C A R T N E Y B R A N D WA S T H E F I R S T L U X U R Y FA S H I O N B R A N D I S A N T I L E AT H E R A N D F U R , A N D T H E F I R S T T O D E S I G N FA S H I O N T H AT I S B O T H E F F O R T L E S S LY C H I C A N D E N V I R O N M E N TA L LY

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56


CONSUMER LIFESTYLE

O V E R A L L TA R G E T C U S T O M E R D E S C R I P T I O N A N D P R O F I L E : O U R S T O R E W I L L B E LO C AT E D I N N E W Y O R K C I T Y A N D O U R C U S T O M E R W I L L B E A Y O U N G D I G E R AT I - W E A LT H Y Y O U N G E R FA M I LY M I X . Y O U N G D I G E R AT I , T H E T E C H - S AV V I E S W H O L I V E I N FA S H I O N A B L E N E I G H B O R H O O D S O N T H E U R B A N F R I N G E . A F F L U E N T , H I G H LY E D U C AT E D , A N D E T H N I C A L LY M I X E D , Y O U N G D I G E R AT I C O M M U N I T I E S A R E T Y P I C A L LY F I L L E D W I T H T R E N DY A PA R T M E N T S A N D C O N D O S , F I T N E S S C L U B S A N D C LO T H I N G B O U T I Q U E S , C A S U A L R E S TA U R A N T S A N D A L L T Y P E S O F B A R S F R OM J U I C E T O CO F F E E T O M I C R O B R E W . M E D I A N H O U S E H O L D I N COM E : $ 91 , 1 8 3 DEMO GR A P HIC T R A IT S -

U RBANIT Y : U RBAN

-

I N C O M E : W E A LT H Y

-

I N COM E P R O D U C I N G AS S E T S : E L I T E

-

AG E R A N G E S : 2 5 - 4 4

-

P R E S E N C E O F K I D S : FA M I LY M I X

-

H OM EO W N E R S H I P : M I X , R E N T E R S

-

E M P LO YM E N T L E V E L S : M A N A G E M E N T

-

E D U C AT I O N L E V E L S : G R A D U AT E P L U S

-

E T H N I C D I V E R S I T Y : W H I T E , A S I A N , H I S PA N I C , M I X

L IF ES T Y L E & M E D I A T R A I T S -

S H O P S AT B LO O M I N G D A L E ’ S

-

T R AV E L S A R O U N D T H E W O R L D

-

D R I V ES A N AU D I A 3

-

IM P U LS I V E S H O P P ER

-

T R E N D CO N S C I O U S

51 1 7


E X P E C TAT I O N S

FOR

THE

FUTURE

I N O U R C AT E G O R Y S E G M E N T

“ M O D E R N I T Y B E G I N S H E R E , A S A P R O C E S S O F E L I M I N AT I O N : M I N I M A L S E A M S , M I N I M A L W E I G H T , M I N I M A L C A R E , M I N I M A L D E TA I L S … M I N I M A L I S M I S , I T H I N K , T H E F U T U R E . ” G E O F F R E Y B E E N E , 1 9 94

H I S T O R Y - I T O N C E S TA R T E D F R O M C O M M E D E S G A R Ç O N S ’ G E N D E R - N E U T R A L D E S I G N S I N T H E ’ 8 0 S T O C A LV I N K L E I N ’ S ’ 9 0 S C H A M P I O N I N G O F C L E A N L I N E S A N D N E U T R A L PA L E T T E S , T H E S TAT E O F M I N I M A L I S M H A S A LWAY S E B B E D A N D F LO W E D W I T H T H E C H A N G E O F S O C I A L T I D E S .

N O W - M I N I M A L I S M I S T H E O P P O S I T E O F E X P R ES S I V I S M , H E N C E T H E T Y P I C A L W O R KS A R E CO L D , A N D E X U D E S L I T T L E E M O T I O N . M I N I M A L I S T D E S I G N E R S C O N C E N T R AT E O N T H E S P E C I F I C S O F F O R M A N D FA B R I C R AT H E R T H A N T H E F U N C T I O N O F T H E G A R M E N T A S A B O DY C O V E R I N G .

F U T U R E - G R E AT

FA B R I C S ,

I M M A C U L AT E

TA I LO R I N G ,

AND

IN T ER ES T IN G

PROPORTIONS

ARE

ALL

C H A R A C T E R I S T I C O F T H I S N E W WAV E O F C L A S S I C I S M . R E M O V I N G G E N D E R O U T O F C LO T H I N G . K E E P I N G I T C L E A N , S I M P L E , E D GY .

U LT I M AT E LY M I N I M A L I S M , R E G A R D L E S S O F I T S I T E R AT I O N S , “ S E E K S T O C H A L L E N G E P E R C E P T I O N O F S PA C E A N D M AT T E R , E N S U R E P U R I T Y O F D E S I G N , A N D T O R E D U C E F O R M T O I T S C O G E N T , A C C E S S I B L E E S S E N C E . ”

58


O U R FA B R I C S

O R G A N I C C O T T O N FA C T S

T H I S I S T H AT O N E FA B R I C W H I C H I S N O N - A L L E R G E N I C , C O M F O R T I N G , 1 0 0 % P L A N T - D E R I V E D , S O O T H I N G , H A S H I G H A B S O R B E N T P R O P E R T I E S , I S N O N - I R R I TA N T . O R G A N I C C O T T O N I S G R O W N O N L A N D W I T H O U T U S I N G A N Y C H E M I C A L F E R T I L I Z E R S O R P E S T I C I D E S O N I T . I T S G I V E N R O U G H LY T H R E E Y E A R S F O R T H E R E M O VA L O F A L L T H E T O X I C R E S I D U E S O F C H E M I C A L F E R T I L I Z E R S A N D P E S T I C I D E S U S E D E A R L I E R O N I T . T H E P L A N T S I T ’ S M A D E F R O M A R E N O T G E N E T I C A L LY M O D I F I E D , A L S O H AV E N O T B E E N T R E AT E D W I T H A N Y C H E M I C A L S L I K E B L E A C H E S , C O LO R S , S C E N T S E TC . W H I L E I T WA S P R O C E S S E D A N D PA C K A G E D .

HO W O RGAN I C CO T T O N I S GO OD FO R Y O U ?

B EC AU S E

O R GA N I C

CO T T O N

IS

THE

MO S T

S K I N - F R I E N D LY ,

IT

IS

THE

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AND

MO S T

H A R M L E S S N AT U R A L F I B E R . I T C A U S E S F E W E R A L L E R G I E S W H E N W O R N . O R G A N I C C O T T O N A P PA R E L A L S O R E D U C E S T H E R I S K O F R E S P I R AT O R Y P R O B L E M S A N D I T S M E L L S P L E A S A N T . T I P : B E F O R E B U Y I N G O R G A N I C CO T T O N GA R M E N T S , I T I S A DV I S A B L E T O C H EC K W H E T H E R I T I S C E R T I F I E D BY A R ECO G N I Z E D C E R T I F I E D A U T H O R I T Y , A N D T H AT I T I S N O T A R T I F I C I A L LY S C E N T E D A N D C H E M I C A L LY B L E A C H E D .

HO W O RGAN I C CO T T O N I S GO OD FO R EN V IR O N MEN T ?

O R GA N I C

CO T T O N

C O N TA M I N AT I O N

P R ODUCTIO N

AND

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BIODIVER SIT Y .

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FA R M I N G ,

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D E T O X I F I E D . O R G A N I C M A N U R E A N D C O M P O S T A R E U S E D . A L S O , T H E S E E D S A R E N O T T R E AT E D A N D C R O P

59


R O TAT I O N I S P R A C T I C E D . T H E W E E D S A R E M A N U A L LY / M E C H A N I C A L LY R E M O V E D . I T I S N E E D E D T O B E D E F O L I AT E D , B U T I T I S S E A S O N A L LY / N AT U R A L LY O R B Y WAT E R C O N T R O L .

J E R S E Y K N I T FA C T S

J E R S E Y K N I T I S A S I N G L E YA R N K N I T T H AT I S M A D E B Y LO O P I N G F I B E R S T O G E T H E R . U S U A L LY M A D E W I T H D I F F E R E N T C O N T E N T S L I K E P O LY E S T E R , C O T T O N , R AY O N , S I L K S , W O O L , C O T T O N A N D B L E N D S , W E A S A S U S TA I N A B L E B R A N D M A D E S U R E T O C H O O S E J E R S E Y K N I T I N O R GA N I C CO T T O N .

A K N I T T I N G M A C H I N E I S U S U A L LY U S E D T O M A K E J E R S E Y , S I N C E I T C A N C R E AT E T H E S M A L L , E V E N , C LO S E - G R A I N E D

S T I TC H E S A S S O C I AT E D W I T H J E R S E Y FA B R I C . L I K E A N Y O T H E R FA B R I C H A S A R I G H T S I D E A N D A W R O N G W I D E . R I G H T S I D E I S U S U A L LY V E R Y S M A L L V E R T I C A L L I N E S A N D W R O N G S I D E H A S H O R I Z O N TA L G R A I N .

HO W JER SEY K N I T I S GO OD FO R Y O U ?

M A D E U P O F O R G A N I C C O T T O N C O N T E N T , W E M A D E S U R E T O P R O V I D E O U R C U S T O M E R W I T H A FA B R I C T H AT ’ S K N I T K E E P S T H E M WA R M D U R I N G W I N T E R S . T H E FA B R I C I S S T R E TC H Y A N D S O F T . T H I S FA B R I C I S M A D E W I T H A G R E AT C O M F O R TA B L E F I T . T H E FA B R I C S T R E TC H E S U P T O 2 5 % A LO N G I T S G R A I N , S O O U R C O S T U M E R S G E T A C H A N C E T O B R E AT H E I N T H O S E FA B R I C S W I T H O U T H AV I N G I T H U G T H E B O DY T I G H T LY . I T I S H Y D R O P H I L I C , M E A N I N G T H AT I T AT T R A C T S M O I S T U R E AWAY F R O M T H E B O DY .

HO W JER SEY K N I T I S GO OD FO R EN V IR O N MEN T ?

M A D E W I T H C O T T O N F I B E R S , T H I S FA B R I C I S ¬ N O T O N LY E C O - F R I E N D LY B U T A L S O M A D E T O X I N - F R E E . G R O W N I N WA R M E R C L I M AT E S , C O T T O N I S A T R U E C O M M O D I T Y . I T I S T H E S O I L T H AT T H E C O T T O N I S G R O W N I N T H AT I S F R E E O F P R O H I B I T E D S U B S TA N C E S F O R AT L E A S T T H R E E Y E A R S P R I O R T O H A R V E S T . A L S O , T H E P R O P E R T I E S O F T H E K N I T T E D FA B R I C A R E I N F L U E N C E D B Y D I F F E R E N T T H I N G S L I K E YA R N S T R U C T U R E , F I N I S H I N G E TC

A H I M SA S I L K ( “ P E AC E S I L K ” )

A H I M S A S I L K I S W H AT I S C O N S I D E R E D T H E C R U E LT Y - F R E E A LT E R N AT I V E O F S I L K . T H E P R O C E S S F O R A C Q U I R I N G T H E S I L K I S D O N E A F T E R T H E C O C O O N S H AV E E M E R G E D A N D F LO W N AWAY , T H E R E F O R E P R O H I B I T I N G A N Y T O U C H I N G O R H A R M I N G O F T H E M O T H . I T S P R O D U C E D W I T H N O P E S T I C I D E S O R T O X I N S A N D U S I N G T E C H N I Q U E S T H AT A R E E N V I R O N M E N TA L LY F R I E N D LY . A F T E R , T H E S I L K I S D E G U M M E D A N D S P U N I N S T E A D O F B E I N G R E E L E D , W H I C H R E S U LT I N A S O F T A N D L I G H T YA R N .

60


HO W I S GO OD FO R Y O U ?

A H I M S A S I L K I S A N A L L - C L I M AT E FA B R I C , B E I N G WA R M A N D C O Z Y F O R W I N T E R , A N D C O M F O R TA B LY C O O L I N WA R M E R T E M P E R AT U R E S . IT S

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R E G U L A R S I L K , I S J U S T A S C O M F O R TA B L E T O W E A R . T H E FA B R I C S D E V E LO P E D F R O M T H I S S P E C I F I C E N V I R O N M E N TA L LY C O N S C I O U S S I L K A R E LU X U R I O U S , A I R Y , A N D S O F T T O T O U C H .

HO W I S GO OD FO R THE EN V IR O N MEN T ?

T H E M O T H S U S E D FO R T H E P R O D U C T I O N O F A H I M S A S I L K A R E W I L D A N D S E M I - W I L D M E A N I N G N O H U M A N I N T E R V E N T I O N I S R EQ U I R E D T O C R E AT E T H E F I B E R , U N L I K E T H E P R O C E S S U S E D F O R C O N V E N T I O N A L S I L K . A L S O , S I N C E T H E P R O D U C T I O N O F A H I M S A S I L K A L LO W S T H E M O T H T O E M E R G E F R O M T H E C O C O O N I T L E T S T H E W O R M C O M P L E T E A N E N T I R E N AT U R A L LY L I F E C YC L E U N H A R M E D .

ORGANIC HEMP

O U T O F A L L N AT U R A L T E X T I L E F I B E R S , H E M P I S K N O W N T O B E O N E O F T H E S T R O N G E S T A N D M O S T D U R A B L E FA B R I C S H O L D I N G I T S S H A P E , T H E R E F O R S T R E TC H I N G L E S S T H A N A N Y O T H E R F I B E R . O R G A N I C H E M P I S G R O W N B E S T O N W E L L - D R A I N E D S O I L S W I T H H I G H F E R T I L I T Y A N D R I C H I N O R G A N I C M AT T E R . T H I S A L LO W S T H E C R O P T O R E A C H TA L L E R H E I G H T A N D L I M I T B R A N C H I N G A N D F LO W E R I N G , T H U S M A X I M I Z I N G FIBER YIELDS .

HO W I S GO OD FO R Y O U ?

W H I L E H E M P M AY B E C O N S I D E R E D O N E O F T H E S T R O N G E S T F I B E R S , I T A L S O O F F E R S T H E Q U A L I T Y A N D V E R S AT I L I T Y T O P R O V I D E C O M F O R T A N D S T Y L E . D U E T O I T S P O R O U S N AT U R E H E M P FA B R I C I S A B L E T O “ B R E AT H E ” , M E A N I N G I T K E E P S C O O L I N WA R M W E AT H E R . A L S O , B E C A U S E A I R T R A P P E D I N T H E F I B E R I S WA R M E D B Y T H E B O DY . I T A L LO W S T H E FA B R I C T O K E E P WA R M I N C O O L E R W E AT H E R A S W E L L . W I T H A L L T H E B E N E F I C I A L Q U A L I T I E S I T O F F E R S , H E M P M A D E P R O D U C T S W I L L L I K E LY L A S T LO N G E R A N D W I T H S TA N D H A R D C O N D I T I O N S .

HO W I S GO OD FO R THE EN V IR O N MEN T ?

H E M P C A N P R O D U C E FA S T E R T H A N A N Y O T H E R F I B E R G I V I N G FA R M E R S T H E A D VA N TA G E T O U S E L A N D M O R E E F F I C I E N T LY . H E M P S T R O N G R O O T S P R O T E C T T H E S O I L L E AV I N G I T I N E X C E L L E N T C O N D I T I O N F O R F U T U R E C R O P S . A L S O H E M P L E AV E S T H AT FA L L T H R O U G H O U T T H E G R O W I N G S E A S O N , A D D R I C H O R G A N I C M AT T E R T O T H E T O P S O I L , W H I C H H E L P S I T T O R E TA I N M O I S T U R E . S I N C E H E M P I S N AT U R A L LY R E S I S TA N T T O P E S T S A N D D O E S N ’ T N E E D P E S T I C I D E S A N D H E R B I C I D E S T O B E S P R AY E D A I R P O L L U T I O N I S R E D U C E D .

61


M A N U FA C T U R E R S

N AT U R E U S A N AT U R E

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EN VIR O NMEN T .

AN THEY

A P PA R E L USE

M A N U FA C T U R I N G

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FIBER S ,

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IN

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E C O - F R I E N D L I E S T A N D S O C I A L LY R E S P O N S I B L E P R O D U C T S . T H E Y W O R K W I T H A VA R I E T Y O F FA B R I C S F R O M O R G A N I C K N I T S , J E R S E Y S T O T H E R M A L , R I B , F L E EC E A N D M I N I JACQ UA R D S .

ENVIROTEXTILES E N V I R O T E X T I L E S , L LC , LO C AT E D I N G L E N W O O D S P R I N G S , C O LO R A D O , I S A L E A D I N G C O M PA N Y I N T H E M A N U FA C T U R I N G O F S U S TA I N A B L E T E X T I L E S , S P E C I A L I Z I N G I N H E M P A N D A VA R I E T Y O F O R G A N I C FA B R I C S . T H E I R E C O - F R I E N D LY P R O D U C T S A R E U S E D T O M A N U FA C T U R E F I N I S H E D P R O D U C T S S U C H A S C LO T H I N G , F U R N I T U R E , A N D P E R S O N A L P R O D U C T S . A L L O F T H E I R P R O D U C T S M U S T PA S S A S U S TA I N A B L E B I O D E G R A D A B L E P R O D U C T S C E R T I F I C AT I O N , W H I C H A L LO W S T H E C O N S U M E R T O A C C E S S I N F O R M AT I O N O F E V E R Y P R O D U C T I O N S T E P , F R O M T H E R AW M AT E R I A L S U S E D T O T H E L A B O R C O N D I T I O N S I N V O LV E D . T H E Y A R E F O C U S E D O N I M P R O V I N G C O R P O R AT E R E S P O N S I B I L I T Y A N D T R A N S PA R E N C Y I N T H E I R M A N U FA C T U R I N G P R O C E S S A N D L A B E L I N G W H I L E A L S O O F F E R I N G C O M M U N I T I E S W I T H J O B S , I N F R A S T R U C T U R E , A N D COM MU N I T Y S U P P O R T .

PURINMA EXPORTS P U R N I M A E X P O R T S I T ’ S A N A P PA R E L M A N U FA C T U R E R LO C AT E D I N N E W D E L H I , I N D I A T H AT O F F E R S I T S C L I E N T S I N - H O U S E FA C I L I T I E S O F P R O D U C T I O N , S A M P L I N G , F I N I S H I N G , A N D M O R E . T H E Y D E A L W I T H E V E R Y T Y P E O F FA B R I C S U S E D F O R E V E R Y K I N D O F G A R M E N T S S U C H A S C O C K TA I L D R E S S E S , L A D I E S T O P , B LO U S E S , O F F I C E W E A R , A N D M U C H M O R E . AT P U R N I M A E X P O R T S T H E Y W O R K W I T H FA B R I C S T H AT A R E C E R T I F I E D B Y A G E N C I E S L I K E G O T S , E C O M A R K , E TC . H E N C E T H E I R B E L I E F O F F O L LO W I N G E T H I C A L S TA N D A R D S A N D FA I R T R A D E P R A C T I C E S I N T H E I R G A R M E N T P R O D U C T I O N . T H E Y A R E C O N S I D E R E D A 1 0 0 % E X P O R T O R I E N T E D M A N U FA C T U R E R W I T H T H E I R M A I N M A R K E T S B E I N G I N E U R O P E , U S A , B R A Z I L , N O R T H A M E R I C A , C A N A DA , A U S T R A L I A A N D N E W Z E A L A N D .

62


MILLS R O C K Y M O U N TA I N H E M P , I N C R OCKY

M O U N TA I N

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INC .

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P R O D U C T I V E FA R M S Y S T E M . T H E I R G O A L I S T O B R I N G B A C K T H E H E M P P L A N T T O T H E A M E R I C A N P E O P L E A N D I T S FA R M E R S , P R O V I D I N G T H E M W I T H A N E C O N O M I C A N D H E A LT H B E N E F I T . I N T H E I R P R O D U C T I O N P R O C E S S T H E Y U S E E N E R GY A LT E R N AT I V E S S U C H A S W I N D A N D S O L A R E N E R GY R E D U C I N G E N V I R O N M E N TA L I M PA C T E V E N F U R T H E R .

W I T H A C R O P T H AT I S N AT U R A L LY O R G A N I C T H E H E M P I S U S E D T O

C R E AT E I N D U S T R I A L FA B R I C S T H AT I S 1 0 0 % N AT U R A L A N D C A N B E R E C YC L E D E F F I C I E N T LY .

A H I M SA S I L KS A H I M S A S I L K S I S LO C AT E D I N R A M A N T H A P U R , H Y D E R A B A D , I N D I A . T H E Y S P E C I A L I Z E I N T H E P R O D U C T I O N O F A H I M S A S I L K A L S O K N O W N A S “ P E A C E S I L K ” . T H E P R O C E D U R E O F T H I S FA B R I C I S C O N S I D E R E D E N V I R O N M E N TA L LY F R I E N D LY A N D O R G A N I C S I N C E T H E S I L K YA R N I S A C Q U I R E D F R O M S I L K C O C O O N S W I T H O U T N E E D I N G T O K I L L T H E S I L K W O R M S . T H E Y F O L LO W T H E P R O C E D U R E R E L I G I O U S LY A N D A I M T O D E V E LO P A H I M S A S I L K I N T O A V I A B L E C O M M E R C I A L P R O D U C T . T H E Y E X P O R T A L L O V E R T H E G LO B E A N D T H E I R P R O D U C T M AY B E C O N S I D E R E D H I G H LY P R I C E D F O R I T S N O N - V I O L E N T A N D E C O - F R I E N D LY Q U A L I T I E S .

LEBENSKLEIDUNG L E B E N S K L E I D U N G I S A G LO B A L O R G A N I C T E X T I L E S TA N D A R D ( G O T S ) C E R T I F I E D T E X T I L E A G E N C Y LO C AT E D I N B E R L I N , G E R M A N Y . T H E Y A R E F U L LY T R A N S PA R E N T I N E V E R Y P H A S E O F T H E P R O D U C T I O N P R O C E S S W H I C H A L LO W S T H E M T O O F F E R T H E I R C U S T O M E R S O R G A N I C A N D E C O - F R I E N D LY FA B R I C S T H AT A R E C E R T I F I E D B Y G O T S . L E B E N S K L E I D U N G S P E C I A L I Z E I N O R G A N I C C O T T O N A N D S I L K FA B R I C S T H AT A R E P R O D U C E D FA I R LY A N D I N E N V I R O N M E N TA L LY S O U N D P R O C E S S .

N AT U R E U S A N AT U R E U S A , B E I N G A M A N U FA C T U R E R O F S U S TA I N A B L E A P PA R E L , A L S O G R O W S A N D P R O D U C E S I T S O W N C O T T O N F I B E R . T H E I R G O A L I S T O C R E AT E E C O - F R I E N D LY FA B R I C S B Y U S I N G P E S T I C I D E F R E E O R G A N I C C O T T O N . T H E Y B E L I E V E I N E V E R Y O N E ’ S R E S P O N S I B I L I T Y T O P R O T E C T T H E E N V I R O N M E N T A N D A L LO W I T S C U S T O M E R S T O M A K E T H E F I R S T S T E P B Y P R O V I D I N G T H E B E S T N AT U R A L FA B R I C S P R O D U C E D W I T H T H E P U R P O S E O F R E D U C I N G I M PA C T O N T H E E N V I R O N M E N T .

THE L AU NDRES S DETERGEN T W H Y T H E L AU N D R E S S ? T H E L A U N D R E S S O F F E R S T H E M O S T U N I Q U E N AT U R A L P R O D U C T S . T H E I R P R O D U C T S A R E 1 0 0 % B I O D E G R A D A B L E , N O N - T O X I C , N AT U R A L LY S C E N T E D A N D C R U E LT Y - F R E E . T H E L A U N D R E S S P R O D U C T S A R E W E L L S U I T E D T O A L L S O R T S O F M A C H I N E S , WA S H I N G T E M P E R AT U R E S , A N D WAT E R S Y S T E M S . T H E P R O D U C T S A R E A L S O C O LO R - S A F E .

T H E IR P R I C ES FO R D E T E RG E N T S G O FR OM

$6-$20.

63


64


65


SKORT

66


K AT I E D O M B E C K S C L O T H I N G C A R E C A L C U L AT O R Y O U A R E A B O U T T O S E E , T H E R E I S A H I G H D I F F E R E N C E R E G A R D I N G C LO T H I N G C A R E C O S T S I F T H E C U S T O M E R P U R C H A S E S F R O M O U R C O M P E T I T O R S O R U S . T H E R E A S O N B E H I N D T H AT I S , A C H A R M É C U S T O M E R W I L L B E C A R I N G F O R G A R M E N T S T H AT A R E E I T H E R H A S T O WA S H C O L D O R L U K E WA R M . A N D T O D R Y T H O S E G A R M E N T S , T H E Y D O N O T U S E A D R Y E R , T H O S E G A R M E N T S A R E T O B E H U N G D R Y , W H I L E W I L L W E S AV I N G A LO T O F E N E R GY .

COMPETITORS

CHARMÉ B L AC K D R E S S

B L AC K D R E S S

B I K E R PA N T S

B I K E R PA N T S

COWL NECK DRESS

COWL NECK DRESS

67


WHITE BUTTON DOWN SHIRT

WHITE BUTTON DOWN SHIRT

PENCIL SKIRT

PENCIL SKIRT

C O AT

C O AT

WA I S T C O AT

WA I S T C O AT

68


POP OVER SHIRT

POP OVER SHIRT

PA N T S U I T

PA N T S U I T

SKORT

SKORT

69


BIBLIOGRAPHY

" A F F L U E N T H O U S E H O L D S : E X P E N D I T U R E O N W O M E N ' S A P PA R E L A N D A C C E S S O R I E S I N 2 0 1 4 U . S . S U R V E Y . " S TAT I S TA . N . P . , N . D . W E B . 1 0 O C T . 2 01 5 .

" A L L S A I N T S S P I TA L F I E L D S . " A L L S A I N T S S P I TA L F I E L D S . N . P . , N . D . W E B . 1 0 O C T . 2 0 1 5 . B A I N , M A R C . " T H E N E U R O LO G I C A L P L E A S U R E S O F FA S T FA S H I O N . " T H E AT L A N T I C . AT L A N T I C M E D I A C O M PA N Y , 2 5 M A R . 2 0 1 5 . W E B . 1 0 O C T . 2 01 5 .

" D O N AT I N G C LO T H E S - N R D C . " D O N AT I N G C LO T H E S - N R D C . N . P . , N . D . W E B . 1 0 O C T . 2 0 1 5 . " E N T E R . " P R I Z M M A R K E T S E G M E N TAT I O N R E S E A R C H , T O O L S , M A R K E T S E G M E N T R E S E A R C H , . N . P . , N . D . W E B . 1 0 O C T . 2 0 1 5 .

" E N V I R O T E X T I L E S , L LC . " E N V I R O T E X T I L E S L LC . N . P . , N . D . W E B . 1 0 O C T . 2 0 1 5 .

" G LO B A L M A R K E T R E S E A R C H A N D A N A LY S I S F O R I N D U S T R I E S , C O U N T R I E S , A N D C O N S U M E R S . " G LO B A L M A R K E T R E S E A R C H A N D A N A LY S I S F O R I N D U S T R I ES , CO U N T R I ES , A N D CO N S UM E R S . N . P . , N . D . W E B . 1 0 O C T . 2 01 5 . ¬ " L A D I E S G A R M E N T S M A N U FA C T U R E R S , S U P P L I E R S & E X P O R T E R - I N D I A . " E V E N I N G G A R M E N T S A P PA R E L M A N U FA C T U R E R S S U P P L I E R S O F D E S I G N E R D R E S S E S C O C K TA I L P R O M B R I D A L W E A R . N . P . , N . D . W E B . 1 0 O C T . 2 0 1 5 . " N AT U R E U S A . " N AT U R E U S A . N . P . , N . D . W E B . 1 0 O C T . 2 0 1 5 .

" O U R S T O R Y . " T H E L AU N D R ES S . N . P . , N . D . W E B . 1 0 O C T . 2 01 5 .

" P E AC E

( AHIMSA )

SILK

DR ES S ,

B LO U S E S

M A N U FA C T U R E R

&

S U P PLIER S . "

EVENING

GA R M E N T S

A P PA R E L

M A N U FA C T U R E R S

S U P PLIER S

OF

D E S I G N E R D R E S S E S C O C K TA I L P R O M B R I D A L W E A R . N . P . , 1 9 S E P T . 2 0 1 5 . W E B . 1 0 O C T . 2 0 1 5 .

" R E C YC L I N G C LO T H I N G , T E X T I L E S , S H O E S I N N YC W I T H W E A R A B L E C O L L E C T I O N S . " W E A R A B L E C O L L E C T I O N S . N . P . , N . D . W E B . 1 0 O C T . 2 0 1 5 .

" R O C K Y M O U N TA I N H E M P . " R O C K Y M O U N TA I N H E M P . N . P . , N . D . W E B . 1 0 O C T . 2 0 1 5 . " S T E L L A MCC A R T N E Y D ES I G N E R P R O F I L E . " T H E C U T . N . P . , N . D . W E B . 1 0 O C T . 2 01 5 .

" S V I LU . " R S S . N . P . , N . D . W E B . 1 0 O C T . 2 01 5 .

70


ISABEL ASEN SIO

DA N I E L L A A R C I L A

P U N YA C H A N A N A

SOFIA MOLINARO

Profile for Sofia Molinaro

CHARMÉ  

A book featuring a sustainable luxurious brand created for Contemporary Issues in Fashion Merchandising

CHARMÉ  

A book featuring a sustainable luxurious brand created for Contemporary Issues in Fashion Merchandising

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