BENCHMARK OPPORTUNITIES:
“Most fashion is designed 12-18 months before it’s released, but at Ref a sketch can become a dress in about a month. We’re designing and making what you want to wear right now. We believe the perfect fit is the most important part of our clothes. We spend hours fitting on different bodies and have a meticulous approach to our fits.” (Reformation, n.d.) Overall, below is listed the admirable, aspirational, and attainable values the successful and sustainable brand Reformation holds in terms of product and promotion that H&M can implement into the launch of the new sustainable “Conscious” and “Conscious Exclusive” swimwear category.
PRODUCT:
PROMOTION:
• Has a good amount of swimear products (53 ref in February) online (Reformation, n.d.)
• Reformation’s communication style & color tones are similar to H&M’s
• Very trendy products due to their (as quoted above) • Multi-style products • They focus on the fit • Variety of colors • Most of swimwear is made of ECONYL®
•Includes different body shapes/sizes • Even though they are exclusive, they selectively repost consumers wearing their products • Uses well-known influencers/celebrities to promote their apparel on social media • People know they are sustainable as they communicate it through every channel and they respect them due to their style • Rewards consumers with a $100 voucher if they switch to wind energy (Carbon Credits) • Online navigation is easy as it is organized and simplistic • They are very transparent on their website- they promote factory tour visits and have videos of the named garment makers
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(Instagram, n.d.) (Reformation, n.d.)
