Module learning outcomes assessed in the Assignment 2:
Knowledge and understanding learning outcomes
• L1 To be able to debate module concepts and theories
• L2 To use the theory to conduct competently the analysis of contemporary marketing issues
Cognitive and critical learning outcomes
• L3 To be able to compare and contrast different theoretical frameworks in order to address practical business matters
• L4 To be able to develop independent lines of argument supported by evidence
Marketing Plan for a company producing Organic clothing
i. EXECUTIVE SUMMARY
It 'll be Denim is an organic denim clothing line headquartered in Uk that currently focuses exclusively on locally producing a slim fit, straight fit, and regular fit line
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The company is laser-focused on growing its sales and operations as broken down in the two phases listed below:
PHASE I (NEXT 6 MONTHS)
Increase online sales by 20 percent by end of year through influencer and social media marketing tactics
Partner with 3 additional local high-end fashion boutiques with shared values as distribution channels
Increase online social presence on Facebook, Twitter, Instagram, and Pinterest by 30 percent
Build out a “custom apparel” line of the business giving online consumers the ability to create their own denim jeans and jackets
PHASE II (NEXT 12 MONTHS)
Explore possibility of brick-and-mortar operations through testing pop-up stores in LA region
Create strategic partnerships with local fashion boutiques in New York for distribution in the area
Scope out local manufacturers in New York area for quality production with aim of opening operations for denim jackets as the next product line and increased delivery within region
Initiate a jean recycling program whereby consumers will be able to deposit their denim and have them be reused in the creation of new jeans
THE TEAM
Elena Horowitz is an award-winning fashion designer who graduated from the Rhode Island School of Design and worked at top retail brands like J Crew, the GAP, and Levi’s for the past 15 years. Fed up with the lack of speed with which most retail brands were moving towards embracing eco-friendly means of production, she decided to quit her job and
When people think of the New York City Garment District, the first things that come to mind are high-end fashion designers like Michael Kors and Calvin Klein and the famous New York Fashion Week. As a New York Times reporter Jean Appleton put it, New York City is the “bustling epicenter of America’s clothing design and the manufacturing industry.”1 However, fashion is only part of the story. Few people actually know how garment production in New York City came about. Before the design and construction of huge lofts and towering skyscrapers, garment production took place inside garment shops and factories inside tenements. The garment industry has changed significantly in the past two centuries and continues to change today.
How fast fashion is affecting the environment is a very serious topic since this type of consumerism in the United States is heavy on supply and demand, and because of that shoppers want it all and want it now which is basically fast fashions motto. The way to make these pieces of clothing heavily rely on cheap materials that can be made quickly, so that is polyester and cotton being made in big factories that emit out toxins into our earth. Cotton being one of the most used fabrics takes a lot to be made into a single garment. Uzbekistan which is the 6th biggest producer of cotton had faced many conflicts during production since cotton uses so much water to be made it has dried up the 4th largest lake the Aral Sea because of how much we need to produce cotton fashion. (Prospectjournalucsd) Buying these cheap garments that become unwearable after 5 times (Forbes) of wearing it usually gets thrown out after and producing more waste that gets put into our waterways since theses garments shed easy and through washing them can “find their way into oceans and on the shores everywhere.” (Sweeny) So with the help of shoppers, being able to cut down on the purchase of fast fashion can help aid in keeping the ecosystem in order.
Credibility statement: A university of Georgia professor gave an hour-long ted talk talking about her experiences of working and traveling to different countries seeing the fast fashion industry at first hands. She now teaches about fashion sustainability and the cycles of the fast fashion market.
My solution is to lower the price of the clothing to match the quality. This would create a fair price that would compete with other athletic clothing stores. On the
TenTree has created a product with the positioning to give customers clothing options that are environmentally and socially responsible. They promise to plant ten trees for every item purchased and only use factories that are approved by WRAP. (TenTree, n.d.) They also have a large selection of t-shirts, hoodies, sweaters, tanks, hats, and toques, in a variety of different colours and sizes. (TenTree, n.d.) Satisfying the customer wants for a wide variety of socially and environmentally responsible clothing has created functional-instrumental value for their customers.
In 2017, I hope to feature in more fashion show for example Kansas City, New York, Chicago Fashion Week. The sky's the limit! I hope to expand my brand even larger and making Rich Apparels a household name. I would love to bring something totally different in 2017 with my designs; something my consumers would never
The apparel and clothing accessories industry, a subgroup within retail, reached sales of $32 billion in 2016. Given the industry’s highly competitive and rapidly evolving nature, Canada Goose Inc. (CG) and Roots Corp. (Roots) must focus on creation of innovative designs to remain relevant. Retail sales are forecasted to decrease, however, the luxury segment of retail stores and e-commerce segments are predicted to expand. This suggests CG and Roots have the capacity to remain competitive due to their high-end product offering and online sales presence.
Fashion Range Co. is a clothing retail company in Canada that offers great quality clothing for teenagers and adults. We are small independent company that compasses of 80-100 employees stretching across Canada making environmentally friendly materials for our fashion trend clothes while emphasizing the importance of sustainability. Our fashion trend is more demographically targeting young men & women aged 13 to 45. Our customers are part of a generation constantly looking for that next best thing. Our stores are mainly located inside shopping malls for our customers to best reach and online store at www.fashion-range.com. With a focus on the latest fashion trends, our customers can be confident in knowing they’ll receive
The Canadian Apparel Federation is facing numerous challenges as the apparel industry is very competitive and consumer tastes and preferences are constantly changing. Our study will present some of the major trends developing in the apparel industry and what companies can do to capitalize on the market and distinguish themselves from the competitors.
There will always be that one or two patrons that are looking to save the environment and if the company can look to incorporate environmentally friendly designer clothing and accessories into the business, the business will be leading the future in clothing retail sales. For example, designer blue jeans become a designer purse; a designer silk shirt becomes a new designer pajama top. Reusing material is not a new idea however, creating new items from high-end designer clothing to create environmentally friendlier clothing or recycled designer clothing from the designer is, and if it is made exclusively for Christina’s Unique Clothing Store the company’s future is secured.
The western fashion market is making a rapid move toward the eastern hemisphere and into Chinese territory. While activewear is becoming highly popular in the United States, expensive jean producers are looking toward broadening their consumer market. Brands such as American Rag Chie, RtA, and AG are quickly developing strategies to sell high quality jeans to China’s large economy.
The use of denim has transpired from jeans into ready to wear collections including that of Yves Saint Laurent
At the forefront of Foxy’s market entry plan to the U.S is expedition and exclusivity. The products need to be in the key fashion hubs (Dallas, Los Angeles, New York, and Chicago) of the United States by January,
As a clothing store which is focusing on local designed and European designed clothes, our products are going to be high-end, fashionable, green and unique.
Generations ahead of us only had a tiny wardrobe, where clothes were not washed every day. In our generation, fast fashion is in. It’s ok to have multiple shirts or shoes of the same color. It’s actually ok to throw away unwanted apparel. Apparel companies are beginning to focus on sustainable fashion, also known as eco fashion. Apparel, fashion, and textiles is the most polluting industry in the world. Every stage, that a garment goes through, uses up and threatens our resources.