Transcript
the current landscape of fashion
The current landscape of fashion that has been established is one with an absence of environmental and ethical consciousness. Clothing is most often produced cheaply with little thought given to the environmental consequences and the treatment of the workers involved. We should value respect, not exploitation. Respect not only for the earth, but for the human beings whose living is dependent on the fashion industry.
vision
TYPICALLY,Fashion AND ecology are not mutually exclusive.
Our goal is to produce sustainable fashion that not only has a positive environmental impact, but that is also innovative and affordable.
mission
We produce cutting-edge, ʻeco-friendlyʼ clothes that take into account the environment, the health of consumers, as well as the working conditions of employees in the fashion industry...
ORGANIC COTTON, BAMBOO& HEMP
mission
...We create stylized clothing that is produced using environmentally sensitive fabrics and responsible production techniques. Furthermore, traditionally this eco-fashion market has been unavailable to males. Weʼre here to change that.
brand essence
ETHICAL, INNOVATIVE, ECO FRIENDLYCLOTHING
At our core, our brand provides ethical, innovative, and eco-friendly clothing to our customers. We also strive to issue our clothing at a reasonable price.
brand attributes
structuredavant-gardesophisticated
These three words adequately some up the look-and-feel of our clothing label. It is...
brand attributes
structuredavant-gardesophisticated
structured...
brand attributes
structuredavant-gardesophisticated
avant-garde...
brand attributes
structuredavant-gardesophisticated
and sophisticated.
value proposition
Our organization was founded on the principles of respect and fairness; both for the planet, and for the people that inhabit it. We strive to provide sustainable yet stylish fashion that you can feel good about wearing as a result of our ethical and environmental consciousness.
guiding principles
Our organizationʼs guiding principles are:
guiding principles
1. to have the lowest impact on the environment possible
guiding principles
2. a commitment to a sustainable lifestyle
guiding principles
3. to be ethical yet fashionable
guiding principles
4. and to use production that adheres to fair labor standards
target audience
Our target audience is fashion-forward men and women that are environmentally conscious. They are likely to gravitate toward our brand and routinely shop with us because of our sustainability commitment and our unique approach to style.
target audience
Age: 25Occupation: FloristLocation: Brielle, NJ
Micah Lidberg
This is Micah. He is a florist currently living in New Jersey. He likes tea and french films, and he dreams of one day owning his very own farm. He has always been frustrated with the lack of menʼs clothing labels in the fashion world.
target audience
Age: 21Occupation: StudentLocation: New London, CT
Mylinh Nguyen
This is Mylinh. Sheʼs a student at Connecticut College. She frequents her local farmerʼs market, loves music, artsy zines, classic movies, and although she runs on a tight budget, she loves to decorate her apartment with any extra money she can come up with. She needs clothing that is affordable, and that she can feel comfortable about wearing.
target audience
Age: 39Occupation: PsychologistLocation: Los Angeles, CA
Maria Raynaldo
This is Maria. She loves vintage jewelry and wallpaper, her two kids diego and isabella, and her spanish water dog Dante. She wants stylish pieces to add to her wardrobe that arenʼt too expensive, that also look elegant despite their affordability.
competitive advantage
There are only a hand-full of all-inclusive eco-fashion labels. There are even fewer that cater to both men and women. Traditionally, the eco-fashion market is not one that has been open to males. We make clothing that is as fashionable and accessible for men as it is for women. This is a rare occurence in the fashion industry.
key competitors
bibico
stewart & brown
hairthjohn patrick organic
mociun
american apparel
Here are some of our key competitors. While their business practices and clothing quality rival our own, only Mociun and American Apparel offer clothing for men as well as women. Thatʼs what makes us different.
key markets
Here are some of our key markets that we would likely partner with to sell our clothing, or to advertise our label. The first is Anthropologie. Currently, they only offer products for women, but carrying the womenʼs half of our clothing line would be feasible.
key markets
This is TOPSHOP and TOPMAN. TOPSHOP is a UK clothing label for women, and TOPMAN is the menʼs half of the store. They carry a huge catalog of clothing as well as featuring an online store.
key markets
Here are some magazines that you might find our brand featured or advertised. VOGUE...
key markets
instinct...
key markets
GQ...
key markets
and OUT magazine.
the future of fashion
Our hope is that other organizations will follow in our footsteps, and adopt sustainable methodology.
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