MA Fashion Entrepreneurship - Coema Denim

FASHION ENTREPRENEURSHIP 2024 PORTFOLIO

INTRODUCTION

Since the movement of body positivity has arisen as much as the present day, especially on social media, fashion brands have been adapting to inclusivity and responding positively to the demand by adding more sizes that can fit everyone without discriminating their weight, shape or height (Erdly, 2023). That is why the term ‘ curvy body’ has become very noteworthy in today’s society, which, over time, has evolved from voluptuous body types to a variety of shapes that includes all women with more curvilinear body shapes (PM, 2023).

Unfortunately, the jeans patterns in Europe are exclusively thought for women with rectangle body shapes, where curves are not as prominent, even though hourglass figures are up to date thanks to social media and new influencers like the Kardashians who have brought a new beauty standard (Greep, 2022). Nonetheless, it is essential to mention that a high percentage of the female Spanish population is considered ‘ curvy ’ or possesses a curvilinear body (Ramos, 2019), which needs a specific pattern for bottoms and jeans to fit right on the body.

We understand that finding the right fit for jeans can be frustrating. Our mission with Coema Denim is to solve this problem and create an inclusive brand where everyone can enjoy wearing ‘perfect fit’ jeans without having to make any alterations.

Coema Denim

Business launch plan

The fashion industry trends and stereotypes have evolved significantly over the last few years, becoming more inclusive and body-positive-oriented Coema Denim is at the forefront of this movement, empowering women of all body types to embrace their self-perception and selfesteem. We believe that every woman should feel comfortable and beautiful in their own clothes, and our brand is dedicated to making this a reality. We see now more plus size and curvy girls in the fashion catwalks due to the urgency of adapting to the emerging movement of body inclusivity and body positivity that social media has been promoting thanks to influencers and activists.

The business is based in Spain, where I am from, and there is typically just one type of pattern for all jeans, especially within the fast fashion brands. To better understand the inclusive fashion industry and the different patterns for diverse body types, there will be thorough market research to deeply understand the potential consumers and the various issues women have with jeans and their needs and wants related to the denim industry.

Business launch plan

There will also be an understanding of the current fashion industry and trends within the jeans sector to understand the current trends, materials and needs in order to create fashionable designs according to what fits best with the target audience. As we know, there are several body types; our jeans are not exclusively intended for traditional curvy girls with thinner waists and wider hips, so customers will be able to choose between sizes for different sections of the lower body This will be more accurate thanks to new technological developments, and Coema Denim will use AI, AR, and virtual reality. These three technologies combined make it possible to scan and analyse the body to find the best combination of sizes and recommend the perfect fit for the customer. Furthermore, AI technology has the capability to learn from the algorithm, making it easier to recognise the body in future occasions. This will be a partnership with technology companies that offer these services, which will be integrated into the website

The start-up will be functioning exclusively online, with some pop-up events happening to demonstrate the quality of the products and how the brand works. Within these events, consumers will be able to use the body scanning technology and visualise how the garments will look on them using photo booths with the technology explained before Moreover, people who attend the event can try on the samples and check the materials and fit of the jeans to order online.

In order to promote the launch and generate awareness about Coema Denim, we will create an event with examples of the products, bodypositivity influencers for the event and social media and use of OOH in highly transited places.

Our brand requires an initial investment of 40,000 EUR (34,382 GBP) in collaboration with technology companies that offer services for fashion brands with the technology mentioned before.

social factors TECHNOLOGICAL factors

Increasing awareness of inclusivity and body positivity on social media

Changing consumer behaviours: people buying less and starting the ‘slow fashion’ process instead of supporting fast fashion (Atkins Stohr, 2023).

High increase of AI and VR in the fashion industry

Fast development of manufacturing process

Evolution of Digital Marketing (WARC, 2022)

POLITICAL factors

Government policies

Ethical and sustainable practices according to laws

STEPIC ANALYSIS

A STEPIC analysis will be conducted to thoroughly understand the macro environment and what elements and trends would be more beneficial for the brand to consider. The STEPIC framework analyses the external environment and covers six dimensions of change (Society, technology, economy, policy, industry, and creativity) that are essential to study and evaluate to determine the most effective strategies and critical evaluation (WARC, 2022).

economic factors

Spain recovering well from COVID-19 crisis.

GDP is predicted to grow by 1.7% in 2024 with a slight acceleration to 2% in 2025

Lower inflation rate and unemployment

industry factors

End of over consumption

Hybrid retail is trending among fashion companies and consumers

Consumers expect experiential online and offline activities for value (Santander, 2024) (WARC, 2022)

CREATIVITY factors

Technology for creative purposes: use of AI for production and content creation on marketing practices.

Importance of innovation and storytelling

Importance of creative experiential marketing to engage consumers

(WARC, 2022)

COMPETITOR ANALYSIS

We will analyse our main competitors to understand their strengths and weaknesses and how they are perceived by consumers, this way understand how to enhance our business and marketing/business strategy.

TARGET AUDIENCE

Brand reputation

Hollister, a globally renowned brand, is not just famous for its surfing and summer lifestyle, but also for its direct commitment to the southern California surfing lifestyle. This commitment is not just a marketing ploy, but a genuine reflection of our brand's values, making us more than just a fashion brand.

Young adults aged 14-24, emphasising fun, flirty imagery, and casual beach vibe.

PRODUCT OFFERING

Hollister not only offers Southern California surf lifestyle inspired garments, but also a wide variety of clothes for both women and men. From shorts and jeans to dresses, T-shirts, and hoodies, they have something for everyone, catering to their diverse fashion needs.

MARKETING EFFORTS

The brand uses social media platforms (TikTok and Instagram) extensively to engage with the target audience, utilising young, attractive models who captivate the image of the brand by showing fun-loving content. High usage of influencer marketing and content creators. Experiential marketing: use of AI and VR to try on clothes.

PRICING STRATEGY

Considered affordable for the target audience (young adults), especially compared to other high-end casualwear brands. However, Hollister also offers premium items like denim jeans, which are priced higher.

(TBH, 2023)

COMPETITOR ANALYSIS

TARGET AUDIENCE

Brand reputation

The world’s most iconic denim brand is renowned for quality products like its blue denim jeans. It is also known for its particular young, authentic, and sophisticated designs within the denim fashion industry. Levi’s Jeans are known for their durability, style, and comfort

Male and female 20-35-year-olds, more focused on people with higher incomes. However, they have also tried to target Generation Z in the last few years. They are targeting people aware of sustainability and who care about buying durable, high-quality products.

PRODUCT OFFERING

The company's main focus is on denim products: jeans, shorts, and jackets. It also offers T-shirts, accessories, dresses, hoodies, and other clothing items

MARKETING EFFORTS

Google Display Ads and Metaverse Marketing (in collaboration with video games) to engage with millennials and generation Z. Influencer marketing and social media, both organic and paid. SEO and sponsored articles in renowned fashion magazines like Vogue and Cosmopolitan.

PRICING STRATEGY

Mid-ranged price according to the brand, which wants to reach middleclass and upper-class sections by also offering higher prices for some products in their ‘luxury’ range of products

(Shastri, 2022)

COMPETITOR ANALYSIS

TARGET AUDIENCE

Brand reputation

Fast fashion brand well-known for its affordability and items that are always on-trend so their customers can always enjoy stylish and fashionable outfits (Brand Credential, 2024).

Middle-class people aged 15-30 years old who want to follow fashion trends without spending too much money on clothes. H&M explicitly targets women and university students (Kumari, 2020).

PRODUCT OFFERING

H&M prides itself on offering a diverse range of clothing for all, including kids, women, and men. Notably, their curvy jeans are designed to adapt well to bodies with curvilinear shapes, demonstrating their commitment to inclusivity and body positivity.

MARKETING EFFORTS

High social media usage, TV advertisements, promotional codes, and discounts on their website to drive more people into buying and engaging with the brand (Kumari, 2020). Good use of physical evidence to make the shops look fancy and affordable.

PRICING STRATEGY

Focused to always offer affordable prices in all products.

BRAND ANALYSIS BRANDDNA

Coema Denim's DNA lies in the power of curves! We understand that the female body is formed of curves and that not all women have the same rectangular body shape that fast fashion brands are trying to force them to have.

The brand we represent supports women in all sizes and shapes and understands that jeans and trousers should perfectly fit your outfit. While giving plenty of denim options to young women, we also offer the empowering opportunity of choosing the perfect jeans based on accurate technology that analyses and learns from technology like AI

"You don't adapt to jeans; jeans adapt to you"

KEYPILLARS

Diversity and inclusivity: Fashion brands historically targeted specific body types and social classes, often favouring skinny bodies and high social classes. However, our brand aims beyond offering more inclusive sizes; we're dedicated to shattering stereotypes for women, emphasising the perfect fit for jeans regardless of size or shape, celebrating curves, and ensuring every woman feels valued and represented.

Simplicity: We understand that it can be tiring and challenging to find jeans that fit right and, on many occasions, very confusing By using accurate AI and VR technology, the system recognises the body type and recommends the ideal size for both the waist and hips, making the choice more accessible and convenient online.

Quality and Sustainability: Each garment in our brand is crafted sustainably, using eco-friendly materials and processes that prioritise environmental protection. This dedication ensures product durability and quality, while also affirming your ethical choices. At Coema Denim, we prioritise ethical labour practices, including fair wages, reasonable hours, and adherence to labour rights and regulations, prioritising workers’ mental health.

Improvement of technology: Improving technology is crucial for inclusive fashion brands. Precision measurement tools and innovative materials ensure a comfortable and stylish fit, while customisation options and datadriven insights enhance the shopping experience. Besides, technology empowers individuals to express themselves confidently through social media and other platforms, fostering inclusivity and celebrating diversity, which is the main focus of Coema Denim.

CONSUMER ANALYSIS AND TARGET AUDIENCE

After analysing new social trends and consumer needs and behaviour, it was found that Spanish women on social media have been asking for more inclusivity in the fashion industry and, more specifically, with bottoms and jeans commonly shaped for just one type of body.

Spanish younger audiences from Generation Z and millennials (between the ages 18 and 35) have curvy bodies and don’t easily find jeans and trousers that can fit both their waist and hips simultaneously However, the products will be fully customised and can fit every woman, no matter her size, height or body shape.

These women want to find fashionable jeans designed exclusively for their body type and enjoy good quality items.

Thought for medium-income women, as the jeans will be affordable enough, just fair to cost production and customisation of the item.

SWOT ANALYSIS

Strengths

Unique value proposition: providing customers with a unique service

Personalisation and customisation of jeans using AI technology to find perfect fit and body shape.

Cheaper compared to other brands that have high priced denim jeans.

Opportunities

High awareness and growth of body positivity and inclusivity worldwide and especially in Spain

Fast development of technology accuracy: AI, VR, and virtual fitting rooms that combine both technologies.

Economy recovery in Spain

Weaknesses

Expensive compared to fast fashion brands due to personalised fashion

Budget: in need of effective marketing and communications strategy and sustainable materials/fabrics as well as accurate technology.

Threats

Competition: new and existing brands adding ‘ curvy ’ lines to their catalogue

Fashion trends change extremely rapidly, as well as ‘perfect’ body image.

Fast fashion trends, availability and affordability for low to medium income people

BUSINESS MODEL CANVAS

SCENARIO PLANNING

High Probability

Body positivity soars as technology rapidly advances: a harmonious future unfolds

In a world where technology is rapidly evolving, a surprising parallel narrative is emerging As technological progress ushers us into the digital era, body positivity is a revolution that is gradually gaining traction. Amongst the frenzy of invention, society is coming to terms with a variety of attractiveness and self-acceptance

Body positivity flourishes as rapid advancements in tech take it slow

In an era of rapid technological advancement, an unexpected blossoming is taking place on a different front: body positivity. While innovation usually progress quickly, society is putting selfacceptance and inclusivity first and pausing in that area Screens glowing with the newest innovations are slowly but surely elevating acceptance of all body types and beauty standards

Fast development of technology Fast development of technology

Tech innovation surges forward as body positivity takes a backseat in society

The focus of society is shifting away from celebrating diverse bodies and toward idealised digital representations as screens are overflowing with the newest inventions. The body positivity movement was once vibrant, but it has been overshadowed by the constant flow of perfect images and virtual standards that erode people’s confidence The explosive growth of technology is a sobering reminder of the precarious need for balance of these two aspects.

Amidst a standstill: both body positivity and tech development remain elusive

Body positivity and technological advancement are two seemingly unrelated fields that are curiously paralleling each other in the middle of an uncertain era. The world seems to be at a standstill when it comes to both areas of progress as it experiences unprecedented challenges. The once advanced body positivity movement finds it difficult to gain traction, and resource constraints as well as the physical aspect of technological innovation

CAMPAIGN PROPOSAL

To promote Coema Denim, we will create both online and offline marketing strategies to launch the business and help create awareness about it.

Online: We will use social media, both paid and owned, to engage with audiences and build online presence, with the objective of creating an online community with the same values For accurate reach, we will use online advertising on the most used platforms by the target audience. We will also use influencer marketing as brand ambassadors to share their most genuine thoughts and opinions about our products and values.

Offline: OOH will be placed in the most transited areas (bus stops, town squares, underground). To launch the brand and make good use of experiential marketing, we will plan an event with a photo booth that analyses body types and recommends the perfect fit/size for jeans and a pop-up with samples of the products that we offer.

CAMPAIGNMESSAGE

The overall message will be about the importance of inclusivity within the fashion industry and to create a specific brand identity. The brand will be positioned as a body-positive movement company that encourages every woman to feel comfortable with their own body no matter their size or shape because ‘Jeans should adapt to you, not you to jeans’

ONLINE

OWNED MEDIA

Instagram Marketing

We use Instagram because a high percentage of our target audience uses Instagram, and it is the second most used social media platform (Dixon, 2024) and because it is excellent for promoting brands and engaging with audiences (Decker, 2022). Our profile on Instagram will be more professional but approachable so that audiences feel safe engaging with us and joining the community that we are aiming to create on social media; this way, we will be able to support women and advise them. The posts on Instagram are oriented to give tips about the movement and positive content while responding to doubts and creating engaging posts while promoting the products

TikTok Marketing

We will also use TikTok to create awareness and build a community with the body positivity movement by creating fun content and following trends. TikTok is great for capturing and retaining the viewer's attention due to the nature of the platform (Schellewald, 2023). By creating posts, creating brand awareness, and taking advantage of the popularity and fast growth of the platform, Coema Denim can benefit from the broad TikTok audience that can join our community.

PAID MEDIA Influencer Marketing

Influencers currently have the power to affect purchase decisions. Most of them have built a solid social media community with specific values and beliefs that trust them more than brands (Geyser, 2024).

When collaborating with influencers, it is important to find the right people for the job who understand the brand's values and beliefs about its purpose. As Coema Denim's main values are inclusivity and body positivity, we will work with activists in the body positivity community who are relevant to Spain.

These influencers will promote the brand on their own social media profiles and collaborate with our posts by being brand ambassadors. The idea is for them to try out our jeans, give their honest opinions, and keep up the body positivity movement to create awareness about all the different types of bodies

Online Advertising

Advertising is great for creating awareness and informing and persuading audiences Our online advertising strategy will include emotional appeals and a short storytelling video with different women trying out our jeans to raise brand awareness and connect with our target audience This short video will be promoted on Instagram, TikTok, and YouTube because these social media platforms permit visual and interactive advertising.

OOH

OOH advertising is a great tool for exposing new brands and ensuring that the message reaches many people, due to its high capability of catching public attention (Madlenak et al, 2023).

We want to create awareness of the trouble of finding jeans for many women in Spain due to the different types of bodies that are not represented in catwalks or fashion advertising We will use this tool to show various types of bodies and raise awareness of the diversity of bodies among all women because everyone should feel safe and comfortable when buying clothes and it should be a pleasant experience, not a frustrating one. By reaching a big mass about the issue, Coema Denim will be seen and positioned as a body-positive friendly brand.

We will advertise the message at bus stops, billboards, and hightraffic areas near shopping centres or city centres.

Event Marketing

Event marketing is the process of planning different activities to advertise a brand or product as part of an event. Building a brand name can be very beneficial due to the importance of experiences and how people link them to the brand (Altschwager et al., 2022), which can be crucial to building Coema Denim's brand.

With the launch event, we want to make the brand memorable. The event will consist of different activities. Firstly, we will have a photo booth with a body scanner that will tell the attendees their body shape and size recommendations, which they will be able to visualise through VR glasses to order the jeans online afterwards We will also invite some body-positive activists to join and talk about their experience with the product and their bodies, making a final catwalk with some of them to show samples of our products.

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