VERDANT 1
2
4 12 30 34
TABL E O F CO NT EN T S 48 51 52 54 T HE C O MPA N Y
CUS TOMER ENGAGEMENT
M A R KET A N A L Y SIS
conclus ion
T A RG ET C UST O MER
brand ing
PRODUCT DEVELOPMENT
AP P END IX
3
Verda n t Verdant is an all American brand, committed to sustainability. We focus on creating better, longer lasting apparel. All products are made with our own custom 100% merino wool that is domestically sourced and manufactured. We aim to educate consumers about the benefits of merino wool and wearing the natural renewable resource. Our product assortment focuses on timeless business attire that ensures extreme durability. All of our products are wrinkle resistant, odor resistant, and adaptable to all seasons, year round. Verdant’s versatile work to weekend style is perfect for the traveling businesswoman. Our products have a non-impactful life cycle and prevents the build-up of nonbiodegradable textiles in landfills.
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E x ecut i v e summ a r y Verdant aims to be a household name representing quality, sustainability, style and integrity; qualities that are often missing in discussion of fashion today. Offering women options of natural wool fibers, domestic American manufacturing, and timeless aesthetic is a simple approach to accomplishing this objective. In order to turn this into reality, Verdant will need to consider obstacles the current market presents. Most women turn a blind eye to sustainability in their personal apparel choices. Not because they don’t care, but because it is easier and more cost efficient. Verdant needs to stay price competitive as well as accessible in order for women to consider buying Verdant items. Also, in the current market place convincing consumers of the benefits of a completely wool garment will be complex. Many consider wool to be bulky, hot and itchy. Verdant has eliminated these traditional issues by using the finest grade materials and weaving processes. As a new entrant to the market, Verdant’s success will be dependent on gaining and satisfying new customers. Positive post purchase evaluation is then essential to maintaining a viable business in the long run. Verdant offers basic styles, so reasons to keep shopping the brand must come from loyalty, not style innovation.
Key Success Factors
Offer price competitive and accessible products Eliminate common misconceptions of wool Gain new customer base Maintain customer loyalty to encouraged continued shopping of the brand
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Mission:
Verdant brings sustainability to the womens apparel industry through the use of the natural renewable fiber merino wool, ethical sourcing and manufacturing practices, and deceleration of the trend cycle.
Vision:
Verdant aims to make sustainable and ethical fashion choices a base standard, not just a specialty.
Values:
Verdant values quality of merchandise, integrity of actions, simplicity of design and passion in implementation of these values.
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TAR GET MA RKET O V ER VIEW For our sustainable clothing brand, our target consumer is a business woman on the go. She is traveling from city to city for her job and is looking for ease and professionalism when it comes to her clothing. The target age is 34-49 years old. She is a college graduate or higher with an income level ranging from $68,000-$100,000. The consumer shops at department stores and supercenters to save time. They usually live in U.S. suburban areas (Market Segmentation). It is likely she has children. She frequently reads the newspaper and keeps up with business trends to stay on top of her work. Through this constant study she realizes the environmental concerns of the times, but usually turns a blind eye because options are not readily available. She is looking for durability in her clothing, a long life cycle, low maintenance such as not having to iron constantly, wash or dry-clean. It must endure the outputs of her young children as well as her busy lifestyle. She can get right off the plane and into a meeting or a parent teacher conference seamlessly. She usually browses online, or researches an item, but purchases in-store.
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8
Button Up Dress
Simple Tee
$225.00
$185.00
100% merino wool
100% merino wool
XS - L
XS - L
Halter Dress
Button Up Blouse
$200.00
$210.00
100% merino wool
100% merino wool
XS - L
0 - 12
Jumpsuit
Pencil Skirt
$300.00
$250.00
100% merino wool
100% merino wool
0 - 12
0 - 12
Trouser
CoatDress
100% merino wool
100% merino wool
0 - 12
XS - L
$230.00
$300.00
9
10
11
Ethically sourced Biodegradable
Organic
Eco-Friendly
Cotton Inc 2013 Environmental Survey
MA RKET A N A LY S IS
United States: Apparel Demand by Type, 2013 (91.2 billion) Tops 10%
United States: Apparel Demand by Type, 2013 (91.2 billion)
Jackets & Suits 16%
Tops 10%
Intimates & Sleepwear 19%
in 2013 and expected to reach 224.6 billion by 2018, a 20% growth. Tops are the biggest seller in apparel taking up 38% of sales, followed
Intimates & Sleepwear 19%
by bottoms, then coats/jackets/suits. Domestic demand for dresses is forecast to advance at the fastest rate of all product categories at 4.8% per year (Freedonia 2014). Verdant plans to follow market trends by offering mostly tops and dresses with some bottom options.
Coats, Jackets & Suits 16%
Infant 5%
Currently the USA women’s apparel market is valued at $187 billion
Dresses 10%
Infant 5%
Dresses 10%The U.S. womenswear market is fairly fragmented, “In 2013, the leading suppliers of apparel to the US market were VF Corporation, Levi Strauss & Company and Hanesbrands. Each of the three
Bottoms 40%
companies supplies well-known apparel brands to a variety of retail outlets. Other major suppliers include Berkshire Hathaway (via Fruit of the Loom), Fifth & Pacific Companies (Juicy Couture), and Columbia Sportswear” Wide product differentiation, quality, and price of the industry make comparisons difficult. Thus, means ample opportunity for new players to enter the market.
Source: The Freedonia Group, Inc. Bottoms
40%
12
The Freedonia Group Inc.
C URREN T T REN D S Casualization of the American workplaces is an important factor to consider, fewer women today wear suits in the office. Women have turned to tops and dresses; items which have greater versatility than suits. This trend also supports the idea of business and leisure travel combining together. According to the U.S. Travel Association business travelers are increasingly adding leisure time to the end of a business trip. The lines between business and leisure travel are becoming “increasingly blurred�, according to Expedia CEO, Dara Khosrowshahi. With this integration comes the need for a wardrobe that can be applicable to both situations. Verdant services travelers who want to pack light. One wardrobe that could be appropriate for any situation at a moments notice. Wrinkle-free fabrics are especially helpful in this situation when packing. Also the luxury of travel means time away from a laundry machine. Our fabric is odor resistant to reduce the number of times washing is required. Low maintenance versatile wardrobes are essential to the modern business woman.
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SO URCI N G The global market produces 816,000 tons of wool and wool blended fabrics per year. The top wool producing countries of the world include Australia, New Zealand, the USA, and the UK. Around 1 billion sheep around the world provide this and in return are treated with the highest standard of animal welfare. The American Society of Animal Science
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states, “There is no such thing as humane wool when it is
Verdant sources our raw wool from Paradise Fibers located in
left on the sheep; that is why sheep shearing is absolutely
Spokane Washington. Domestically harvested, paradise fibers
necessary for sheep welfare.” Also the International Wool
“work with local farms to support domestic wool production.”
Textile Organization has published guidelines for ethical wool
The USA follows and enforces all regulations about treatment
production. Included are Provision of appropriate comfort
of animals, so consumers can rest easy knowing no harm
and shelter, prevention, or rapid diagnosis and treatment of
came from the sourcing of materials in the clothes they wear.
injury, disease or infestation with parasites, freedom from
Sourcing and manufacturing in America also cuts down on
distress, and ability to display normal patterns of behavior.
transportation cost and drastically decreases carbon impact.
DI ST RI BUT I O N Distribution channels in the United States are clearly changing. Store based retailing has seen a drop from 91% of sales transactions in 2008 to 87% in 2013. While Nonstore retailing has grown from 9% to 13% with internet retailing driving this shift. But it still remains that the biggest majority of sales take place in specialty stores and department store selling. Specialty stores make up 68% of sales while department stores about 19% of total womenswear sales. (MarketLine10) Internet retailers continue to shrink the divide between channels by offering free shipping on deliveries and returns. Free shipping helps retailers to convert sales, but it also decreases margins, as many consumers order items in multiple sizes and colors, expecting to return unwanted items at the expense of the retailer. Multi channel distribution is being driven by the popularity of smart phones and tablets. In order to stay competitive retailers are allowing customers to choose how, when and, where they make their purchase decisions. Customers today are increasingly likely to check out a retailer’s website before making a purchase even if they purchase it in store. Distribution of goods with todays technology can and should be available at any time to consumers. Verdant plans to be a majority wholesale operation. We want to sell our goods to chain department stores and retailers with already established multi channels of e-commerce and brick and mortar. That way stores can manage inventory in their own warehouses. Multi channel distribution will be achieved instantly in this strategy.
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High Price
High Consciousness
Low Consciousness
Low Price
High Accessi-
Low Consciousness
High Consciousness
Low Accessibility
VERDANT Verdant is a sustainable clothing brand designed for the working woman. The company creates versatile womenswear basics out of merino wool. They carry dresses, tops, pants and skirts in the custom made fabric. It is all sourced, produced and sold organically. Verdant sells online as well as at Nordstrom, Lord & Taylor and boutiques located in New York and Boston. The e-commerce platform ships to the U.S. and Canada.
Consciousness Rating Sustainability of Textiles
Sourcing & Manufacturing
Carbon Footprint
10
10
8
The company uses 100% Sourced from humanely treated The all USA domestic supply biodegradable and natural wool domestic sheep and produced chain reduces carbon emissions fibers. under USA regulated high level of drastically. standards.
18
Post Consumer Disposal
Total
10
38
All fabric used in this company is 100% biodegradable.
The company makes and sells upscale womens business and casual clothing including tops, jackets, pants, skirts, and dresses. All fabrics used are made mostly from organic and natural fabrics. Sold through 58 of its namesake stores in the USA, Canada, and the UK, as well as through upscale department and specialty stores including Nordstrom, Saks Fifth Avenue, and Neiman Marcus nationwide. E-commerce platform ships to 96 countries worldwide. As a privately held company the last available revenue estimate was in 2002, for $144 million.*
Consciousness Rating Sustainability of Textiles
Sourcing & Manufacturing
Carbon Footprint
Post Consumer Disposal
10
8
10
9
They are committed to using Statements say they are Commitment to offsetting their organic fibers, recycled fibers and choosing manufacturing partners carbon emissions by partnering sustainable fibers such as hemp who agree to follow our labor with Native Energy to build and Tencel速 standards and follow up by windmills. conducting audits. *(source: eileenfisher.com)
Total
37
The company has develop GREEN EILEEN, a recycled clothing initiative.
19
The conscious collection is an extension line offered from the fast fashion retailer H&M. There are 2,936 H&M stores worldwide all offering the conscious collection, as well as online sales in 13 countries around the world. The Swedish based parent company Hennes & Mauritz AB reported revenue of $19,718.8 million* in 2013.
Consciousness Rating
20
Sustainability of Textiles
Sourcing & Manufacturing
Carbon Footprint
10
8
8
Post Consumer Disposal
9
Efforts by the company have The line uses organic vegetable They have developed a Fair living The company has a garment wage road map, and were the been made and the company says tanned leather from cows that collective initiative where first brand to sign the Accord in spite of opening more stores, customers can drop any clothes were bred for organic meat for Building and Fire Safety in “our transport fleet reduced CO2 no longer want at H&M. In 2013 production, Tencel, and organic Bangladesh 100% of their 872 emissions by 5% and fuel liters by they collected 3,047 tonnes of cotton. 15.8% of the cotton used suppliers have signed their Code 11% per store.� in the entire company comes garments. of Conduct to promote good from more sustainable sources working conditions. in 2013 with a goal of 100% by *(source: ReferenceUSA) 2020.
Total
35
Banana Republic positions itself as the “true outfitters of modern American style” offering apparel, accessories, and personal care products for men and women. They are found in more than 700 retail locations worldwide and ships to 89 countries. The parent company Gap Inc. reported $16,148.0 of revenue in 2014 while banana republic specifically reported $2.723 million.*
Consciousness Rating Sustainability of Textiles
Sourcing & Manufacturing
Carbon Footprint
Post Consumer Disposal
8
8
8
7
Have created a Sustainable Fiber Toolkit for designers and merchants across our brands to highlight the environmental and social impacts of natural, manufactured, and alternative fibers. *(source: Gap Inc.)
Have a Code of Vendor Conduct in place to safeguard workers’rights in the factories where Gap Inc. products are made and have a Social and Environmental Responsibility department who focus on its enforcement.
They have worked to reduce our GHG emissions since 2003.” By creating a Sustainable Building and Operations Working Group to develop and execute the reduction plan.
Total
31
No known efforts to recycle clothing at end of life cycle but biodegradable fabrics used in emphasis including organic cotton.
21
Rag & Bone is known for its effortlessly cool downtown New York aesthetic and A-list following offering men’s and women’s ready to wear, jeans, footwear and accessories. Rag and Bone is a privately held company based out of the United Kingdom. They have 15 domestically located stores in the USA as well as more than 700 doors globally. A privately traded company global revenues in 2012 were estimated around $125 million * dollars.
Consciousness Rating Sustainability of Textiles
Sourcing & Manufacturing
Carbon Footprint
Post Consumer Disposal
Total
7
8
7
6
28
The majority of their garments The majority of their garments The brand is using lots of are crafted in U.S. Domestically sustainable fabrics such as tencel, are crafted in U.S. factories under produced garments reduce highly regulated standards. wool and silk. carbon emissions drastically.
22
No known efforts to recycle clothing at end of life cycle but a majority of textiles used by the brand are biodegradable.
* (source: Women’sWearDaily)
The company makes and sells upscale womens business and casual clothing including tops, jackets, pants, skirts and dresses. All fabrics used are made mostly from organic and natural fabrics. Sold through 58 of its namesake stores in the USA, Canada and the UK, as well as being sold through upscale department and specialty stores including Nordstrom, Saks Fifth Avenue, and Neiman Marcus nationwide. E-commerce platform ships to 96 countries worldwide. As a privately held company, the last available revenue estimate was in 2002, for $144 million.*
Consciousness Rating Sustainability of Textiles
7
The company has banned the use of Uzbek cottons, have an animal welfare policy and also prohibit the use of fur. They also state “we have a restricted substances list which outlines which chemicals are safe to use in our products.”
Sourcing & Manufacturing
8
Commit to responsible sourcing and have a “strong partnerships with our suppliers so that products are made ethically” and state “we work only with Suppliers that share our commitments and values.”
Carbon Footprint
Post Consumer Disposal
Total
7
6
28
Have stated “we work vigorously The company does not use many to drive an efficient logistics and biodegradable fabrics but “have distribution process and reduce started to incorporate more unnecessary energy or waste.” sustainable materials wherever possible.”
*(source: Ann Inc.)
23
“The Theory concept is to create basic, fashionable clothes to suit a contemporary lifestyle.” They have 411 stores located primarily in Japan and the United States. The parent company Fast Retailing reported $12,568.1 million USD in revenue for 2013, while Theory specifically generated revenue of about $647.14 million.*
Consciousness Rating Sustainability of Textiles
Sourcing & Manufacturing
Carbon Footprint
Post Consumer Disposal
6
6
9
5
There is a prominent use of wool, but also blends containing nylon, polyester and lycra are used.
24
“FR produces clothing that meets the global apparel industry’s highest standards. It uses standardized production processes and works with trustworthy partner factories that ensure safe, comfortable environments”
Total
26
“FR works on streamlining No known efforts to recycle deliveries from warehouses to clothing at end of life cycle by stores, optimizing warehouse the company but some of textiles layouts, reducing the weight used are biodegradable. of packaging materials, and developing more efficient loading methods.” *(source: ReferenceUSA)
“The Donna Karan Collection is a modern system of dressing created to appeal to women’s senses on every level.” The establishment is primarily engaged in the retail sale of specialized lines of women’s apparel and accessories. They are a subsidiary of the LVMH company, but Donna Karan International specifically reported 662.7 million* in revenue for 2013.
Consciousness Rating Sustainability of Textiles
Sourcing & Manufacturing
Carbon Footprint
Post Consumer Disposal
6
9
3
5
They are known for sourcing Ample use of cashmere, but no with transparency and ethical other information or emphasis production using a “Vendor Code placed on using sustainable of Conduct which is based upon textiles in the company. principles of ethical business practice and recognition of the dignity of others”
The company has no apparent information or emphasis to reduce carbon emissions.
Total
23
No known efforts to recycle clothing at end of life cycle but some biodegradable fabrics are used in emphasis.
*(source: ReferenceUSA)
25
Renowned for its iconic wrap dress and signature prints, DVF has expanded to a full collection of ready-to-wear and accessories including shoes, handbags, small leather goods, scarves, and fine jewelry, luggage, eyewear, and home furnishings. The company has a global distribution network in over 55 countries and 1500 points of sale. DVF is a private company and last reported estimate from 2001 of $200 million* in sales.
Consciousness Rating
26
Sustainability of Textiles
Sourcing & Manufacturing
Carbon Footprint
Post Consumer Disposal
6
7
3
5
Supply chain disclosure states No emphasized information The brand traditionally uses silk on the company’s initiatives to Jersey but many other fabrics are “we are committed to ensuring that there are no violations of reduce their carbon footprint can used including Nylon, Polyamide, be found. Polyester, Viscose, and other non the human rights of workers or other persons in the communities sustainable fabrics. in which our goods and services suppliers operate, wherever they are located.�
Total
21
No known efforts to recycle clothing at end of life cycle but some biodegradable fabrics are used.
*(source: About Diane Von Furstenburg)
Defined as an accessible luxury collection Michael Kors brand offers accessories, footwear and apparel. The company has distribution through approximately 3,728 department store and specialty store doors globally and through 408 retail stores, for a total of 4136 doors. The company reported $2,181.7 million* in total revenue for 2013.
Consciousness Rating Sustainability of Textiles
Sourcing & Manufacturing
Carbon Footprint
Post Consumer Disposal
3
4
3
3
They follow basic and minimum No available information on the The company says, “we do not international standards and have a company’s initiatives to reduce estimate any significant capital their carbon footprint. expenditures for environmental “Code of Conduct which is based on principles of ethical business control matters” and the most common fabric used is polyester practice and recognition of the dignity of others” and spandex.
Total
13
No known efforts to recycle clothing at end of life cycle and most materials used not biodegradable. * (source: ReferenceUSA)
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FUT URE G RO WT H The sustainability trend in the apparel market is gaining momentum. Every day consumers are served more information on dysfunctional business processes and ethics, from the treatment of workers in developing countries, or scientific insights on the environmental impacts of their purchases. It has become impossible for any consumer to claim ignorance over the havoc his or her consumption has been creating. But the human need for material satisfaction, status, and actual need for clothing has halted consumers from changing their habits. Opportunities will arise for brands that can absolve consumer guilt, while still providing to these needs. Creating a “guilt-free status� will actually make products more desirable. Sustainability is going to do for the apparel industry what organic has done for the food industry, adding a cool factor and contributing to the current zeitgeist. Verdant will offer a guilt free status to customers. All hangtags and labels will explain how this product is sustainable. Consumers will be able to fulfill their consumerist wants, without hurting the environment. Wearing Verdant clothing will be a status symbol. Knowing and wearing something sustainable is invaluable. Also, being able to tell friends about how your purchase differentiates from theirs and why yours is superior will offer personal satisfaction. Sustainable products in general will become a status symbol.
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29
DEMO G RA PHI CS Gen Xers make up 16% of total USA population composed of 66.3 million. Females make up 50% of gen Xers to total 33.15 mill. Gen X females are even distributed throughout the USA making up about 13-16% of every state population. 23% of Gen X females work in sales or offices, and another 44% in professional or management related fields. Both these groups require work wear, making the female office wear market applicable to about 24.2 million women (Market Segmentation). As many Gen Xers are coming to peak earning years and holding more senior positions. With this comes the need for business travel, the current age for a business traveler is 45.9 years old. The general household income for traveling households is $87,500. That’s 65% higher than the average household. This
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PY SCHO G RA PHI CS
Perecentage of Consumers Who Would be More Likely to Purchase Clothing marketed as Made in USA
Natural
74%
The Verdant customer is a Reformer. They value freedom from restriction, personal growth,
and independent
awareness, tolerance of complexity, and anti-materialistic ideals. But that doesn’t mean the Reformer is intolerant
61%
80%
74%
judgement. This all paves the ground way for high social 60%
Eco-Friendly
53%
In selecting these brands important qualities include
sustainability in apparel choices. Nearly 50% of women say
51%
38%
Organic 37%
61% 53%
51% 44%
40%
38%
37%
intrinsic qualities, natural simplicity, and neutrality. “The Reformer’s sense of social awareness includes
Biodegradab Ethically le sourced
Percentage of Consumers Who Would be More Likely to Purchase Clothing marketed as the Following
of bad taste. They are curious and inquiring, which helps support the growth of new brands and product categories.
Sustainable
20%
they want more green choices while only 25% of all products in a woman’s shopping cart nowadays are environmentally friendly” (8 Psychographic Segmentation). Brands that cater to environmental causes are 37% more likely to get attention from consumers. Other important factors
0%
Made in USA Ethically sourced Biodegradable
Natural Organic
Sustainable Eco-Friendly
Cotton Inc 2013 Environmental Survey
include natural fiber, made in the USA and sustainability. United States: Apparel Demand by Type, 2013 (91.2 billion) Tops 10%
Intimates & Sleepwear 19%
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S HO PPI N G HA BI TS Generation X women are the ‘inbetweeners’. They have transitioned through the advances of technology from cordless phones to cell phones and mail to emails. They usually will review and research items before purchasing. The second top website gen-Xers visit is shopping.com, following dating websites and social network sites (Coale). Our target customer has adapted with technology and changes in the fashion industry in regards to shopping. In ads with QR codes, nearly half of generation Xers used it to access the information. They turn away from advertising hyperbole and find marketing messages that aren’t overly slick more appealing than those that are full of hype (Reichenbacher). Therefore, transparency and money-back guarantees are important selling propositions to cautious, skeptical gen-X buyers. This generation is less status-conscious and more engaged with finding a good value with products. They are the largest buyers at big corporate stores and would rather get a good deal than make a social statement with their purchases.
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GARMEN T LI FE CYCLE Ra w Material
Verdant’s raw materials come from merino sheep. Wool fibers collected once a year in spring when sheep are sheared. The company acknowledges environmental impacts and weigh material choices long before a garment is made.
1 Raw Material 6 End of life
Ma n uf acturing p roces s 2 Manufacturing process
3 Transportation of goods
Industrial machines for textile production consumes large amounts of energy; dyeing fiber is a water and chemical intensive process. Verdant is always searching to reduce our impact, starting with dyeing.
T r a n sportation
Getting the products from factory to headquarters does not require an intensive amount of energy. Verdant currently tracks the tracking miles and type of transportation, and understand the company’s carbon footprint.
G a rment Care
The greatest environmental impact of most clothing happens during the care cycle. Care (washing, drying, ironing) can use more energy and toxins than any other step in the supply chain. Verdant designs clothes to eliminate this excess use of energy.
5 Reuse & recycle
4 Wear & wash
En d o f life
When ready to part with Verdant’s garment, it is encouraged to extend the life through donation. Recycling the clothes is another option as all garments are biodegradable.
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I N SPI RA T I O N The creation of Verdant was triggered by distress over unsustainable and unethical practices of the fashion industry. Environmental concerns include the astronomical amount of textile waste generated by Americans. 11 million tons of textiles are dumped into landfills across the country each year (Council for Textile Recycling). In response, Verdant makes sure all materials used are biodegradable. Focusing on less clothing consumption through versatile pieces is another way to combat this excessive number. Human-interest concerns of Verdant were evoked by the Bangladeshi factory collapse. It was an event that shook the industry and the world. Verdant feels the global sourcing practices of the apparel industry have extended beyond control. Verdant’s reaction was to vigorously pursue the ethical treatment of employees involved with the brand. By creating an entirely domestic supply chain standards are easily reviewed and upheld. With these ideas in mind, Verdant went on a mission in search of the perfect eco-friendly fabric. The discovery of the Wool & Prince brand served a major inspiration to Verdant. Wool & Prince make men’s button downshirts using 100% merino wool. Founder Mac Bishop wore their wool shirt for 100 days straight, and then interviewed people around New York City. Most guessed the shirt was recently dry cleaned or washed because it was fresh and wrinkle free. Verdant uses a similar custom textile to achieve the same results, yet Wool & Prince is not considered a competitor because they do not produce women’s apparel. Verdant’s existence is centered on its unique textile choice and timeless designs. Mix this with the moral integrity of business practices and the result is a completely sustainable business. The concept of Verdant’s clothing is to be
limitless.
Restrictions on the number of wears are eliminated through textile innovation. Endless possibilities of combinations exist because of Yet time is of no essence, because
34
simplistic design.
timeless styles never change.
SO URCI N G Verdant sources wool from Paradise fibers based out of Spokane, WA. Travis Romine, owner of Paradise Fibers says, “Buying local fiber from farmers in our area has many advantages. Using local farms allows Paradise to reduce shipping costs and the carbon footprint. The money saved on shipping is put right back into the farms off setting the high costs of domestic wool processing making the price more competitive. It’s also nice to keep the jobs right here in the U.S.” Verdant will then have spinning and weaving contracted by Hamrick Mills, located in Gaffney, North Carolina. Cut and sew will then be done by Melko NY Inc., located in New York City. Verdant will be using 18.5 micron superfine merino wool twisted into 2-ply yarn with 80 turns per inch. The final fabric will be plain weave with a 100 thread count, all resulting to a weight of 6 ounces per square yard. The estimated wholesale price per yard is $25.00. Melko NY Inc. will then provide fabrication at an estimated cost of about $40-60 per item.
CO ST SHEET S Fabric Construction
Fabric Cost Raw materials/lb (Paradise Fibers)
$26.88
Count
120 x 80 (yarns per inch in-loom)
Spinning
$7.00
Warp
1/45 merino wool 80's grade
Plying/yard
$0.50
Filling
1/45 merino wool 80's grade
Total yarn Cost per/lb
$9.18
Weave
Plain
Weaving/yard
$13.00
Width
72" reed width (to finish 60")
Finishing/yard
$1.00
Weight
4.8 oz/yd2 (to finish at 6.0 osy)
Piece Dying
$1.00
Fiber
100% merino wool
Wholesale Cost for Hamrick
$17.00
Fabric/yard cost
$25.50
For cost see Appendix A 1 2 3 For construction see appendix A 2
Button Up Dress Material
Yards Price Verdant Wool 1.5 $25.50 Trimming Qty Price Buttons 9 $0.10 Label 2 $0.30 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale Price Markup Retail
Suggested Retail $225.00
For cut and sew reference see appendix B 1
Total $38.25 Total $0.90 $0.60 $1.00 $50.00 $0.50 $0.50 $5.00 $2.00 $38.25 $1.50 $52.00 $98.75 50% $148.13 50% $222.19
Halter Dress Material Yards Price Verdant Wool 1.50 $25.50 Trimming Qty Price Label 2 $0.30 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale price Markup Retail
Suggested Retail $200.00
For cut and sew reference see appendix B 1
Total $38.25 Total $0.60 $1.00 $40.00 $0.50 $0.50 $5.00 $2.00 $38.25 $0.60 $42.00 $87.85 50% $131.78 50% $197.66
Simple Top Material
Yards Price Verdant Wool 1.25 $25.50 Trimming Qty Price Label 2 $0.30 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor
Total $31.88
Total Cost Markup Wholesale price Markup Retail
$81.48 50% $122.21 50% $183.32
Suggested Retail $185.00
For cut and sew reference see appendix B 1
Total $0.60 $1.00 $40.00 $0.50 $0.50 $5.00 $2.00 $31.88 $0.60 $42.00
Jumpsuit Material Yards Price Verdant Wool 2.75 $25.50 Trimming Qty Price Label 2 $0.30 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale price Markup Retail
Total $70.13 Total $0.60 $1.00 $55.00 $0.50 $0.50 $5.00 $2.00 $70.13 $0.60 $57.00 $134.73 50% $202.09 50% $303.13
Suggested Retail $300.00
For cut and sew reference see appendix B 1
Button Up Blouse Material Yards Price Verdant Wool 1.25 $25.50 Trimming Qty Price Buttons 6 $0.10 Label 2 $0.30 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale price Markup Retail
Total $31.88 Total $0.60 $0.60 $1.00 $50.00 $0.50 $0.50 $5.00 $2.00 $31.88 $1.20 $52.00 $92.08 50% $138.11 50% $207.17
Suggested Retail $210.00 For cut and sew reference see appendix B 1
Coat Dress Material Yards Verdant Wool 2.50 Trimming Qty Buttons 8 Label 2 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale price Markup Retail
Price $25.50
Total $63.75
Price $0.10 $0.30
Total $0.80 $0.60 $1.00 $55.00 $0.50 $0.50
$5.00 $2.00
$63.75 $1.40 $57.00 $129.15 50% $193.73 50% $290.59
Suggested Retail $300.00
For cut and sew reference see appendix B 1
Trouser Material Yards Price Verdant Wool 1.75 $25.50 Trimming Qty Price Buttons 1 $0.10 Zipper 6� $0.35 Label 2 $0.30 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale price Markup Retail
Total $43.75 Total $0.90 $2.10 $0.60 $1.00 $45.00 $0.50 $0.50 $5.00 $2.00 $43.75 $2.80 $47.00 $100.55 50% $150.83 50% $226.24
Suggested Retail $230.00
For cut and sew reference see appendix B 1
Pencil Skirt Material
Yards Price Verdant Wool 1.50 $25.50 Trimming Qty Price Zipper 4� $0.35 Label 2 $0.30 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale price Markup Retail
Total $37.50 Total $1.40 $0.60 $1.00 $60.00 $0.50 $0.50 $5.00 $2.00 $37.50 $2.00 $62.00 $108.50 50% $162.75 50% $244.13
Suggested Retail $250.00
For cut and sew reference see appendix B 1
IM P A CT MEA SUREM EN T The average American family washes about
The average American throws away 70 pounds
The fashion industry supply chain is generally
300 loads of laundry each year, equating to
of clothing annually, and only 15% is recycled
international. Most apparel brands have sourcing
about 12,000 gallons of water (Portland Water
(Council for Textile Recycling). The other 85%
and manufacturing overseas to reduce costs.
Bureau). Most Americans wash t-shirts, tank
is left in landfills, making clothing and textiles
An effect of this practice is increased carbon
tops and camisoles after each wearing, and outer
the 5th largest category in landfills. Most
emissions due to shipping. Verdant on the
clothes like dress shirts and khakis after only a
commonly used fabrics such as polyester are
other hand operates completely domestically.
few wears (The American Cleaning Institute).
not biodegradable. In comparison, when the
The entire supply chain from raw materials to
Verdant’s clothing requires dramatically fewer
consumer is ready to part with her Verdant
showroom travels about 2,989 miles. Using a
washings than this. If cleaning was cut to one
clothing, the merino wool fabric used by
combination of rail and motor transportation
third as many times, the average household
Verdant will fully decompose in about one year.
this equates to approximately 4.31 metric
would save 8,000 gallons of water a year. If
Part of the reason why fashion is often found
tons of CO2 emissions (LOG-NET Carbon
you assume the average human needs 8 glasses
in the trash is the accelerated trend cycle.
Calculator). If Verdant was to source wool from
of water a day, that would be enough to provide
A trendy peplum dress is only in style for so
Australia, manufacture it in China, and have it
clean drinking water for an individual for about
long. In this current system most women will
shipped back to the United States, as most
43 years. This is put into perspective especially
only keep an article of clothing for about 3
wool production is done, it would have traveled
when considering the water shortage needs of
years. Verdant hopes to cheat the system by
about 12,678 miles. Even using all ocean
developing nations.
designing a timeless and basic collection that
travel this would produce about 9.63 metric
will forever be stylish. The “it” color or cut of
tons of CO2 emissions (LOG-NET Carbon
any given season does not cross the designers
Calculator). In comparison, Verdant will save
mind, only the woman wearing it. In this way,
about 5.32 metric tons of carbon emissions from entering the atmosphere.
Carbon Emission Comparison
Domestic Supply Chain
Domestic Supply International Chain Supply Chain International Supply Chain Raw Materials to Manufacturing: Spokane, Washington to Gaffney, North Carolina: 2,384 miles New South Wales, Australia to Shenzhen China: 4,633 miles
Raw Materials to Manufacturing: Spokane Washington to Gaffney North Carolina: 2,384 miles Manufacturing to WholeSale New South Wales Australia to Shenzhen China: 4,633 miles Showroom: Manufacturing to WholeSale Showroom:Gaffney, North Carolina to New York City: 605 miles Shenzhen, China to New York City: 8,045 miles Gaffney North Carolina to New York City: 605 miles Shenzhen China to New York City: 8,045 miles Total: Total: 2,989 miles: 4.31 metric tons of CO2 emissions 12,678 miles: 9.63metric tons of CO2 emissions 2,989 miles: 4.31 metric tons of CO2 emissions 12,678 miles: 9.63metric tons of CO2 emissions
For carbon emission mapping See appendix B 1
DI ST RI BUT I O N The business performed by Verdant plans to be a wholesale operation. A headquarters office will be located in New York City to provide as a warehouse, quality control center, distribution center and office. This location will enable verdant to easily make appointments with buyers or be represented in showrooms during market periods. Verdant hopes to be sold through department stores such as Lord & Taylor and Nordstroms. Boutiques that would also be a good fit for Verdant would be Louis of Boston, Mondavanti in NYC, and Kaightshop . Verdant will also host an online source that provides a lookbook as well as product and brand information. Some products will be available through this site via e-commerce, but majority of sales will occur through third party vendors. Vendors that carry our products in store are then more than welcome to sell the merchandise through their own website for increased exposure.
48
42
FUN CT I O N Verdant’s fabric selection provides wearers with a product that is odor resistant, wrinkle resistant, anti-microbial, and durable. Wool is usually categorized with cold weather, but also can be an ideal fabric for warmer climates. This is because wool has insulating capabilities; it keeps you warm in cold environments, and cooler when the temperature rises. Merino wool is neither itchy nor overly hot causing the wearer to sweat. It draws sweat and oils away from the skin and retains the moisture, so the fabric still feels dry to the touch. Wool, also does not retain bacteria, making it odorless. Wool fibers are durable and can bend back and forth 20,000 times before breaking. No other material offers all of these components in one. Mother nature has provided the perfect clothing for sheep in the natural world and Verdant wants to utilize this formula to give the consumer every advantage possible. Verdant provides consumers with compatible designs.
Our
product
assortment
allows
wearers to layer garments to create a variety of interchangeable styles. For example, while traveling via plane on a business trip, she can layer our button down dress with our coatdress unbuttoned for comfort and warmth. Anti-wrinkle means she can then go straight to the office if needed. The next day at the business meeting, she can wear just the coatdress and later on for dinner may add our long sleeve dress underneath for a different look. Because the products are odor resistant, it allows one the opportunity to wear a product more than once without having to worry if it is dirty. This will allow for her to pack a streamlined wardrobe for easy and lightweight baggage.
49
DI SPO SA L When necessary, it is recommended to take your Verdant products to the dry cleaner for a fresh crisp appearance. You can also wash the clothes on a cool machine wash cycle with regular laundry detergent (no wool detergent). Do not use bleach or fabric softeners. Separate darks and lights as usual. Do not expose products to any heat. Lay flat or line dry (wool&prince)
All of Verdant’s products are made from renewable and biodegradable material. The entire process from harvesting to manufacturing is designed to be sustainable. When the product passes to the hands of the consumer we hope this trend continues. We encourage donating clothing that is no longer wanted, but understand that in many cases items must be disposed of. In that case there is no harm done as merino is proven to be completely biodegradable. The New Zealand Merino Company conducted an experiment with Patagonia in which they buried a merino wool sweater under soil for nine months. It lost about 36% of its mass after two months of burial, and up to 99% by the end of the nine months (adventure journal). Unlike other materials wool requires no pesticides to break down, meaning the soil is unharmed and still suitable for more sheep to graze on that very grass; completing the circle.
co n clusi o n Verdant is transforming the current practices of the fashion Industry. The sourcing and manufacturing of Verdant differentiates from the rest by its high ethical standards. Environmentally friendly materials and a domestic supply chain provide this. Encouragement of other brands to do the same is implemented by consumer education of the issues. Verdant is also attempting to change consumers buying patterns, use, care, and disposal of apparel. Buying fewer, yet more versatile items, that require little care, will dramatically decrease the impact from these products. These positive changes will eventually help achieve the goal of sustainable fashion becoming a universal standard.
BRA N DI N G Consumers looking to discover more about Verdant are prompted by the hangtag to visit the website www.verdant.com. Located on this site will be detailed descriptions of the brand ethos, product offering, current lookbook, and selection of items available for e-commerce purchase. As a new brand consumer education is essential. A Lookbook will showcase the personality of Verdant, establishes the image, creates demand, and tell the audience about how to style the clothes. A lookbook will be distributed with every purchase made. These books will be provided to the retailer free of charge in agreement of distribution.
lo o kbo o k
5.5� x 8.5� ,saddle-stitched, full color, matte finish paper, 12 pages, 10,000 pieces Layout and Design: Photography:
$1,500 Model: $2,500 Printing: TOTAL: $7,800
$2,000 $1,800
(The Design Stylist)
A ppen di x
1.
Appendix A
2.
Appendix a
Appendix A 3.
5.
Appendix a
Appendix b 1.
1.
Appendix C
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Al y s s a B u et t t n e r B r itta n y S t a f fo r d Ky r a W e b b Meeta R oy Conte m por a r y I s s u e s i n Fa s h i o n