spud gr o wi n g t ot s
spud g r owing tots
b y: A n k ita P a te l E r i c ka Mc G r iff S ar a h P a r is Fasm 4 0 0 : c o n t e m p o ra y I s s u e s Pr o fess o r G ra c e c a n e p a
TABLE OF CONTENTS Our Story Why spud Sustainability Matters Our Materials Sourcing Product Line Cost Savings We make a difference Garment Care Packaging Look book Conclusion Appendix
OUR STORy Spud is an American children’s wear brand that was founded in 2006 by Samantha Davis, a peace corps volunteer who was inspired to change the world after her visit to Madagascar. Here she served as a birth attendant and maternal health assistant. Traditional birth attendants fill the gap in rural, resource-deprived areas, where maternal health facilities are not accessible. Whether it be taking measure to prevent HIV transmission or a routine prenatal visit, Samantha was a vital accessory during her time in Madagascar. Upon her arrival back to the United States she was inspired by the children she saw during her time there, as a tribute to all children, their imagination, and sense that everything is possible no matter where you come from.
WHY spud At Spud we strive to produce garments that benefit the environment your child will grow up in, at affordable prices. We want to offer the Spud customer a product that has the most minimal affect on the planet. Everything we are offering our customers is made from some of the most sustainable materials, specifically for toddlers, that do not harm our planet. This means our entire collection is free of any buttons or zippers, instead we utilize snaps and elastic waistbands, making our clothing entirely child friendly. Contributing back to the community it just as important to the Spud brand. By giving back to the community we harp on the importance it is for all children to know that their sense of imagination, and individually are essential by knowing that everything.
spud Process
we allow our customers to bring back garments their child no longer fits into allowing us to either send your used clothing to third world countries, or resell it as is. Don’t forget to come back as your child continues to grow, because by selling us your gently used clothing you receive an amount of credit for whatever you bring back ensuring our “buy for a kid, save for a kid” mission.
1.
Buy come see the great childrens items, we have in the store and “buy for a kid, save for a kid”
2.
sell bring back garments your child no longer fits into and sell us your gently used kids clothing.
$
3.
donate either send our used clothing to third world countries, or resell it as is
11
million tons of textiles are dumped into landfills across the country each year.
Sustainability Matters The world children’s clothing market is expected to exceed to 186 billion by 2014, representing 15 percent market expansion since 2009. The Americas have a regional stake of over 38 percent in the global market. In the G8 countries alone, the children’s clothing market is predicted to exceed 115 billion, this year in 2014, representing almost a 2 year growth over a five-year period, according to MarketLine. The US leads the G8 with a 45 percent market share. The US children’s clothing market generates sales of more than 48 billion a year. The US market is expected to reach almost 55 billion within 2014. The children and infant clothing industry involves the design, manufacture and retail of children’s clothes, which are made in a wide range of materials including cotton, wool, and linen and many others. Clothing styles and types change from one country to the next, depending on culture and temperature. Clothing protects children from various potentially harmful threats such as the elements. Children’s clothing represents the most rapidly growing sector in the clothing market, accounting for almost 11 percent of the spending on clothing, reports Verdict. Rising birthrates and greater spending on clothing per child are driving demand. The sector is becoming increasingly competitive. Retailers other than those involved strictly in children’s wear are dedicating more and more space to promotional activities for children’s wear. Department stores and grocers, for example, are according more importance to this market segment, with some establishing standalone children’s clothing stores.
Sustainability Matters The global children’s clothing market will recover quickly from the economic recession. As children are constantly growing, their need for clothing replacement is higher than any other demographic. The industry is accommodating changes in the population, with retailers and manufacturers expanding their product lines to meet demand for larger-sized clothing. Companies will also continue to market their goods more directly to children, nurturing links with other industries such as entertainment, for instance children are responding rapidly from advertising for Disney clothing. The baby-boomer generation continues to spend on clothing for their grandchildren, with luxury lines also proving popular. However, as parents strapped for cash struggle to keep up with growing children’s needs for new clothes, the demand for lower-priced goods has department stores clearing space previously taken up by brand-name clothing to make room for cheaper private-label goods.
What is sustainability? Sustainability can be defined as involving methods that do not completely use up or destroy natural resources, or to be used without being completely used up or destroyed, to last or continue for a long time. It’s a concern with our long term, interdependent relationship with the resources we need to survive that are only found in or derived from our natural environment and resources.
why does sustainability matter? Sustainability connects the success of our world and our species on the careful use of the resources that are available to us on earth. The environment is connected to everything we care about. When we degrade the environment and waste resources, we undermine the very foundation on which our economy, security and quality of life depend. When we make decisions for sustainability, we make decisions to grow businesses, create jobs, make it easier to get to work or school, and reduce pollution.
our materials
After much research, wanting to find the most organic and natural materials that were not only sustainable but perfect for our target market we have choose 100 percent Organic Cotton, Recycled Polyester, and Organic Bamboo to ensure that our product is catering to reduce our customers carbon footprint to produce essential lounge wear for toddlers. We came to these fabrics after investigating and exploring the most eco-friendly, durable, and breathable materials. We debated between hemp, a thoroughly ecological crop, which is highly productive, easy to cultivate and pest tolerant, so needing few or no agrochemicals while at the same time binding and enriching the soil with its deep roots. Organic wool, which is produced using sustainable farming practices and without toxic sheep dips, and SympaTex which is a fabric that features a waterproof, windproof and breathable membrane that is laminated to fabrics either on its inner surface or sandwiched between two fabric layers which offers great durability. By using 100 percent Organic Cotton, Recycled Polyester, and Organic Bamboo we found the three materials that we consider the best for our customers.
100% ORGANIC COTTON Organic cotton is grown in a way that uses methods and materials that lessen the impact on our environment. generally understood as cotton and it is grown in subtropical countries such as Turkey, China, and the USA from non genetically modified plants, which means it is grown without the use of any synthetic agricultural chemicals such as fertilizers or pesticides.
HOW TO CARE FOR
•
Do not overheat your garments.
•
Hang to dry.
•
If using dryer, use air cycle or no heat.
•
Do not use bleach.
•
Machine wash in cold water
.
ENVIRONMENTAL IMPACT Organic cotton uses far less water than other fabrics. because the crops aren’t treated with pesticides, insecticides, herbicides and Genetically Modified Organisms, organic cotton is one of the best fabrics when producing children’s wear. Here in the US alone, more than 10,000 farmers die each year from cancers related to such chemicals found in non-organic cotton.
PROPERTIES
Eco Print Natural cottons are grown using methods and materials that have a low impact on the environment. Organic production systems replenish and maintain soil fertility, reduce the use of toxic and persistent pesticides and fertilizers, and build biologically diverse agriculture, making natural cottons an eco friendly fabric. Moisture Absorbent Natural cottons are useful in textile production due to its natural wicking properties, absorption of dye colour and its ability to stabilize other eco fibers. Feel of Fabric Clothing made from organic cottons have the feel of linen without the weight. Since natural cottons are not chemically stripped of its natural wax, most weaves have a characteristic smoothness and weight which makes the fabric particularly flattering in its drape and in the mellow way it reflects and absorbs light. Anti Allergenic Many allergies may be caused by chemicals in cotton fibers we either wear, or sleep on.
WHY YOU’LL LOVE IT Organic cotton is made from a softer and free of harmful, toxic chemicals which is perfect for your growing boy or girl. Because a child’s skin is so prone and vulnerable to toxic agents that could come in contact with this skin, organic cotton is gentler on the skin, and therefore healthier for the child. But by supporting the organic cotton industry you’re helping to protect your child’s future by reducing the levels of pollution that are harming our planet.
•
RECYCLED Polyester
energy needed to make the recycled polyester also PET or known as polyethylene terephthalate is less than what was needed to make the virgin, untreated polyester, therefore we save energy. And are keeping bottles and other plastics out of the landfills by using recycled pet. PET is a petroleum product. It is made by creating repeating chains of plastic building blocks called polymers. The polymers are heated, extruded, then drawn into fibers, which can be woven into fabric or spun into yarns.
HOW TO CARE FOR
machine washing or dry-cleaning. Max wash 30 degrees centigrade •
No Chlorine or bleach
•
Tumble drying at a low temperature and removal as soon as the garments are dry
• •
Dry flat or hang to dry Do not Iron. If it is necessary to iron polyester garments then a moderately warm iron should be used.
ENVIRONMENTAL IMPACT After consumer recyclables have been collected and sorted by type at recycling centers, PET products are crushed, pressed into bales, shredded, and refined into PET flakes. These flakes are transformed into the raw materials that innovative companies transform into new products.
The main difference between polyester garments and other fabrics, such as cotton, are that polyester garments can be washed at a lower temperature, can hang to dry, and need no ironing. requireing less than twice as much energey needed for a cotton garment. production of recycled plastic requires 2/3 less of sulphur dioxide, 50 percent less of nitrous oxide, and almost 90 percent less water usage.
2/3 less energy is required to manufacture products made out of recyclable plastic.
•
PROPERTIES
PET is lightweight, inexpensive, shatter resistant and durable. The Polyester fabrics and fibers are extremely strong. It is resistant to most chemicals, stretching and shrinking, wrinkle resistant as well as being mildew and abrasion resistant. it retains its shape, making it perfect for outdoor clothing for harsh climates. Not only is It easily washed and dried, but Polyester is also quick drying.
WHY YOU’LL LOVE IT
PET is a form of recycled polyester that makes up 48 percent of the plastic bottles used in the United States. Once recycled, PET bottles can be used to make new plastic containers, sweaters, shoes, luggage, coats, and fabric for garments, tote bags, and so much more. PET plastic clothing come from reused plastics, often recycled plastic bottles. One main benefit of making clothes from recycled bottles is that it keeps the bottles and other plastics from occupying landfill space. Another benefit is that it takes 30 percent less energy to make clothes from recycled plastics than from virgin polyesters. It’s perfect for your growing toddler because being durable, wrinkle resistant, and can be easily washed and dried, very important factors when purchasing clothing for your children. By purchasing recycled products you help create jobs, save energy, preserve natural resources, reduce greenhouse-gas emissions, and keeps toxin from leaking out of landfills. Recycling makes a difference to your environment and the world you will pass on to your children.
ORGANIC BAMBOO
Bamboo fabrics are made from heavily pulped bamboo grass. it is an easily renewable resource, that requires 1/3 the amount of water to grow and has no natural pestsicides which means that bamboo can be grown with little to no use of pesticides, herbicides or, agrochemicals. organic bamboo fabric requires less dye than others. resulting in a much more vivd natural coloring. The fabric can be used in many ways from being woven to being knit,
HOW TO CARE FOR
Machine wash cold. gentle cycle. • Line dry or machine dry on low heat. • \ Warm iron. • No bleach.
ENVIRONMENTAL IMPACT Growth: The high growth rate of bamboo and the fact that bamboo can grow in such diverse climates makes the bamboo plant a sustainable and versatile resource. Harvesting: Bamboo can be continually re-harvested with no damage to the surrounding environment. It is a grass and so regenerates after being cut just like a lawn without the need for replanting. Land use: Bamboo can be used as food, fiber and shelter and due to its ease of growth and extraordinary growth rate it is a cheap, sustainable and efficient crop. Bamboo grows very densely; its clumping nature enables a lot of it to be grown in a comparatively small area, easing pressure on land use. Greenhouse gases: Bamboo minimizes CO2 and generates up to 35% more oxygen than equivalent stands of trees. Deforestation: Bamboo planting can slow deforestation, providing an alternative source of timber for the construction industry and cellulose fiber for the textile industry. Water use: Very little bamboo is irrigated and there is sound evidence that the water-use efficiency of bamboo is twice that of trees. This makes bamboo more able to handle harsh weather conditions such as drought, flood and high temperatures. Soil Erosion: The extensive root system of bamboo and the fact that it is not uprooted during harvesting means bamboo actually helps preserve soil and prevent soil erosion. Biodegradable: As a natural product derived entirely from plant cellulose, bamboo fiber is biodegradable in soil by microorganisms and sunlight. Pesticides and fertilizers: A huge benefit of using bamboo as the organic base for textile fibers is that there is no need for pesticides or fertilizers when growing bamboo.
PROPERTIES
• advantages of bamboo include the strength, versatility and luxurious softness within its fibers. It is Naturally soft, allergy reduced, thermal regulating, and absords moisture, Babmboo is also breathable, anti-bacterial, and has UV protection properties.
WHY YOU’LL LOVE IT Bamboo fabric is the softest, smoothest fabric to wear next to your skin and it has the advantage of tackling away moisture better than cotton or many synthetic fabrics, keeping skin dryer and more comfortable. Many of our fabrics carry the Oeko-Tex Standard 100 certification, ensuring that they meet ecological manufacturing criteria. These natural fabrics are all designed to clothe your toddlers in the greatest comfort while decreasing their exposure to many of the toxic chemicals used in the textile industry.
sourcing Manufacturers
Delyla Delyla is a textile manufacturer that is located in Montreal, Quebec. They offer eco-friendly and organic knit fabrics that are soft and comfortable. They offer customers quick turn around times, small minimums, and affordable prices with a quality product.
herbal fab Herbal Fab is run by two brothers. It is a family business that has been involved in conventional cotton textiles since 1960 but after seeing the hazardous chemicals used at each stage of conventional textile processing this led to the birth of Herbal fab. Herbal fab is certified by Global Organic Textile Standard (GOTS). They offer GOTS (Global Organic Textile Standard) Certified dyed/printed fabrics in Organic cotton knits/wovens as per custom requirements. In organic cotton, we do 6’S Count to 80’S Count in woven Fabrics & 30’S, 40’S Single jersey & Interlock in Knits fabrics. They also offer other Eco-Friendly fabrics like KHADI (Handspun and Handwoven fabric), Non Violent Silk/Peace Silk, Organic denim, Wood based fibres, Special Blended Fabrics. Herbal fab fabrics is an independent fabric retailers as well as product manufacturers, Export Houses, Fashion designers in India and internationally.
organic cotton plus In 1991, Organic Cotton Plus started in the county Lubbock in Northwest Texas. Organic Cotton Plus is a sister company of the farmused to set aside organic cotton bales to create 100% certified fabrics for individuals and small businesses. They ship these bales to be contract-spun into yarn, then woven into fabric, and finished with just a natural scour wash. The end result is 100% organic fabric ready to ship to all the small businesses and individuals that needed it. They offer knits, eco dyed fabrics, notions, and are fully GOTS-certifiedright through packing in our warehouse. They are always finding new ways to weave and knit new organic fabrics, and use sourcing notions like coconut buttons and colorful ribbons.
sourcing Mills
Ecotex Los Angelas, CA Ecotex opened in 1992 and makes conscious, and environmentally friendly fabrics. The fabrics and private label production are inspected and tested by bureau veritas and have met ASTM & AATCC requirements and standards. All fabrics are pre-shrunk.The materials they spcecialize in are Tencel, Modal, Pima and organic cottons, recycled options and Bemberg show the global textile trends and partnerships with fiber companies allow access to modern fabric options. They also offer Enzyme and sand washing finishes that add dimension to the collection. They also use low impact Azo free dye stuffs and have created partnerships with vertical mills that share the same vision of sustainability in design, quality, service and high standards.
Laguna Fabrics Los Angelas, CA Laguna Fabrics started in 1986 in Los Angeles. All fabrics are knitted and finished locally which allows them to react quickly to the fast turning market. It offers competitive costing and is able to produce large program orders, and single fabric lots. Laguna’s green division, Enviro Fabrics is at the forefront of all eco and sustainable fibers producing “green� knit fabrics for all apparel markets, dyed and finished to G.O.T.S standards. They have been in business for 25 years, and have developed relationships with fashion houses and manufactures. The design team sources globally for the newest trends and are able to execute their knowledge and vision into the top fabrics, while still offering some of the most competitive pricing in the industry.
sourcing Mills
Brentano Fabrics whelling, il Started in 1990 in Wheeling, IL Brentano Fabrics has become an international textile house. Brentano’s fabrics stem from the philosophy of balancing beauty and performance. Their eco-fabrics are thoroughly researched to be environmental consciousness while still maintaining their beauty. Brentano offers a variety of innovative and interesting textiles, including eco-friendly faux leather, high performance upholstery, fire-resistant, outdoor and Crypton, Nano-Tex and GreenShield fabrics.
Organic cotton Plus Lubbock, tx In 1991, Organic Cotton Plus started in the county Lubbock in Northwest Texas. Organic Cotton Plus is a sister company of the farmused to set aside organic cotton bales to create 100% certified fabrics for individuals and small businesses. They ship these bales to be contract-spun into yarn, then woven into fabric, and finished with just a natural scour wash. The end result is 100% organic fabric ready to ship to all the small businesses and individuals that needed it. They offer knits, eco dyed fabrics, notions, and are fully GOTS-certifiedright through packing in our warehouse. They are always finding new ways to weave and knit new organic fabrics, and use sourcing notions like coconut buttons and colorful ribbons.
Product line inspiration
Our collection is meant to inspire the youth. At such a fresh age it is important to be young, adventurous, and free, and your clothing should feel like your second skin, not holding you back from your dreams. Spud is for these dreamers, adventurers, and doers. With this collection our customer can go from a sandbox to a play date; take Spud anywhere and know that wherever you go you’ll always feel as if you can take on the world. PRODUCT CATEGORY Children’s wear for both boys and girls ages 2-5 sizes 2T, 3T, 4T, 4 small, and 5 medium also including hats and shoes.
SPUD
SPUD
materials flats of all 10
PRODUCT one
RETAIL PRICE: FABRIC CONTENT: GARMENT FINISH: NIKE CALCULATOR STORE: Description:
PRODUCT two
RETAIL PRICE: FABRIC CONTENT: GARMENT FINISH: NIKE CALCULATOR STORE:
PRODUCT three
RETAIL PRICE: FABRIC CONTENT: GARMENT FINISH: NIKE CALCULATOR STORE:
PRODUCT four
RETAIL PRICE: FABRIC CONTENT: GARMENT FINISH: NIKE CALCULATOR STORE:
PRODUCT five
RETAIL PRICE: FABRIC CONTENT: GARMENT FINISH: NIKE CALCULATOR STORE:
PRODUCT six
RETAIL PRICE: FABRIC CONTENT: GARMENT FINISH: NIKE CALCULATOR STORE:
PRODUCT seven
RETAIL PRICE: FABRIC CONTENT: GARMENT FINISH: NIKE CALCULATOR STORE:
PRODUCT eight
RETAIL PRICE: FABRIC CONTENT: GARMENT FINISH: NIKE CALCULATOR STORE:
PRODUCT nine
RETAIL PRICE: FABRIC CONTENT: GARMENT FINISH: NIKE CALCULATOR STORE:
PRODUCT ten
RETAIL PRICE: FABRIC CONTENT: GARMENT FINISH: NIKE CALCULATOR STORE:
price points
Garment
Productions
Source
Shirt L/S
From Scratch
Organic Cotton Plus
Thsirt
From Scratch
Sweater
From Scratch
Sweatshirt
From Scratch
Winter Coat
From Scratch
Rain Jacket
From Scratch
Delya
Pant
From Scratch
Organic Cotton Plus
Shorts
From Scratch
Organic Cotton Plus
Hoodie
From Scratch
Organic Cotton Plus
Tank Top
From Scratch
Organic Cotton Plus
Organic Cotton Plus Herbal Fab
Organic Cotton Plus Herbal Fab
Materials
Materials $ Labor
Fabric $3.00/ yd Fabric $3.00/ yd 100% Fabric Organic $3.00/ yd Cotton 100% Fabric bamboo $7.50/ yd 100% Fabric Organic $3.00/ yd Cotton 100% Fabric bamboo $8.00/yd laguna Trimmings Snaps(.03 x 4) 100% Fabric polyester $6.00/yd laguna Trimmings Snaps (.03 x 4) 100% Fabric Organic $3.00/ yd Cotton cotton Trimmings plus Elastic (.1 x 1) 100% Fabric Organic $3.00/ yd Cotton Trimmings Elastic (.1 x 1) 100% Fabric Organic $3.00/yd Cotton 100% Organic Cotton 100% Organic Cotton
Total $
Wholesale
Retail
$7.50
$10.50
$15.00
$30.00
$7.50
$10.50
$15.00
$30.00
$7.50
$14.50
$21.00
$45.00
$7.50
$10.50
$21.00
$45.00
$7.50
$15.62
$31.24
$65.00
$7.50
$13.62
$27.24
$55.00
$7.50
$10.51
$21.01
$45.00
$7.50
$10.51
$21.01
$45.00
$7.50
$10.50
$21.00
$45.00
$7.50
$10.50
$15.00
$30.00
cost savings Annual garment usage Pieces bought per year Cost per year $ amount of what you will save annually when purchasing Spud 10 key pieces as opposed to traditional methods of shopping
savings statistic image
we make a difference Second-hand clothing is the cheapest and most sustainable option for a lot of stay at home moms, by shopping at sp ud, we allow our customers to bring back garments their child no longer fits into allowing us to either send our used clothing to third world countries, or resell it as is. Don’t forget to come back as your child continues to grow, because by selling us your gently used clothing, you receive an amount of credit for whatever you bring back ensuring our “buy for a kid, save for a kid� mission. 10% of the proceeds made from reselling an item goes to the Child Labor Coalition, an organization whose mission is ending child labor exploitation in manufactures around the world.
HOW TO care for our products Many moms have questions like ‘how do I wash my garments?’ or ‘how do I dispose of the garment?’ when purchasing new clothing for their kids, Spud has all of the answers to your questions.
“How do I wash my garments?” - One of the first steps you can take is by making sure you stay away from harsh chemicals. - By washing items with pure soap, warm water, and using cleansers with simple ingredients such as baking soda and vinegar, lacking of strong scents. insuring the detergent or soap is completely removed for the child’s clothing, lessening the harmfulness to the child’s skin. -Avoid washing your baby’s clothes with other’s clothes to insure that certain germs don’t get transferred to your baby’s clothes. - Soak your baby’s clothes in warm water before washing. This helps remove the dirt from the clothes easily as well as helping to kill the germs. - Try to use fabric softeners while washing your child’s clothing. This helps to keep the clothes soft as well as help the child stay comfortable in their clothing. - If possible dry your baby’s clothes in the sun. This method of drying will ensure that germs and bacteria within clothes are killed completely. - Keep the clothing in a clean bag after washing and drying them to ensure that the clothes remain germ and dirt free till the next use.
HOW TO DISPOSE We’ve got you covered in this department! Come back to spud and we will gladly take your clean, usable garments and either send your used clothing to third world countries, or resell it as is.
packaging Nashville Wraps Nashville Wraps is a wholesale distributor of packaging products for gift, gourmet and retail businesses, featuring exclusive designs, eco-friendly packaging and custom-printed solutions. Since 1976 they have strived to sell the highest-quality products for the lowest possible prices and ship them within 1 business day. They got their start selling eco-friendly packaging by selling gift-wrap made from recovered papers from the textile industry. They now offer an entire line of Green Way recycled products. Our packaging materials are reusable canvas totes made from 100 percent cotton, recycled tissue paper, recycled paper price and hang tags with our hang tags containing a seed placed inside each, once removed, plant the seeds in soil and watch it grow. As well as our 100 percent recycled apparel and shipping boxes, our recycled paper letter and envelopes are all eco-friendly.
packaging
S P UD growing tots
ITEM: ITEM: ITEM: TOTAL PRICE:
LOOK ONE
ITEM: ITEM: ITEM: TOTAL PRICE:
LOOK TWO
ITEM: ITEM: ITEM: TOTAL PRICE:
LOOK THREE
ITEM: ITEM: ITEM: TOTAL PRICE:
LOOK FOUR
ITEM: ITEM: ITEM: TOTAL PRICE:
LOOK FIVE
ITEM: ITEM: ITEM: TOTAL PRICE:
LOOK SIX
ITEM: ITEM: ITEM: TOTAL PRICE:
LOOK SEVEN
ITEM: ITEM: ITEM: TOTAL PRICE:
LOOK EIGHT
ITEM: ITEM: ITEM: TOTAL PRICE:
LOOK NINE
ITEM: ITEM: ITEM: TOTAL PRICE:
LOOK TEN
conclusion At Spud we firmly believe in the education of our customers. In order to have an impact on the environment you must first change your own habits, and become educated on the problems at hand. This is why we felt the urge to create this book as an educational tool about sustainable children’s fashion. Educating the consumer is an imperative component to helping our customers make better choices that have a less harmful impact on our community. Spud thrives on the opportunity to encourage our customer to take a closer look at what they consume, how much they consume, and how to utilize these items. This how-to-book will help you understand the value of your purchases and the important role you play with the impact on the environment. We strive to educate our consumer, to turn them into the conscious consumer whom passes down these values and lessons to their next generation. Each piece is designed with sustainability and the care of children in mind, meant to encourage and inspire our customer to make better spending habits while caring for your items in a more eco-friendly way, all while being apart of our important mission, “buy for a kid, save for a kid.” Buy investing in the Spud product, your investing in the commitment by our team to have an impact on the way you decide to live your life. By being environmentally conscious, and appreciating the environment and the resources that help shape sustainability we believe that we can revolutionize sustainability in children’s wear one tot at a time.
appendix
MISSION Clothing created with a lot of love, honesty and passion for both the product and our planet.
VISION To inspire individuality and sustainability with a playful lifestyle.
VALUES Our values serve as a compass for our actions.
We have the courage to make a difference. The spirit to be adventurous, creative, yet authentic. But most importantly we are family.
market characteristics Number of Garments Purchased The average American purchases 68 garments of clothing each year, meaning that more than one garment is purchased each week. This is determined by taking the nearly 20 billion spent on garments in America and dividing it by the population. Since our company is producing sustainable fashion for children we have to look at the amount of children’s clothing purchased in an average household. According to Household Spending, the average family spends 107.28 on children’s clothing-123.79 for each child. Taking the prices from our competitors, the average cost of children’s wear is 26.00. This means that our consumer would purchase two items of clothing for her toddler each month, The U.S. Department of Agriculture found that clothing costs took up an average of only 6 percent of the family income. This means for our consumer who makes a minimum of 110,000.00 a year she would spend 6,000.00 on just her daughter if she followed this method of spending money on children’s clothing.
market characteristics HOW PEOPLE WASH THEIR GARMENTS Did you know that tons of detergent is used everyday to wash our clothes, dumped to our drainage system and led to waterways? Buy investing in Spud our consumer saves as much energy as possible by washing her child’s clothing in cold water. By using cold water on the delicate setting the sustainable garments remain vibrant and new much longer. Eighty percent of the energy used in laundry washing is through hot water. Eco laundry detergent is the perfect pair for working with cold water, making your laundry system extremely low on energy consumption. After washing the garments simply hang them up on either a drying rack or within your dryer on low air tumble to allow the clothes to dry effectively.
HOW OFTEN OUR CUSTOMERS WASH SPUD GARMENTS Just by washing half as often, our products overall energy rating can be cut by almost 50 percent. Our customer washes their toddlers clothing after every 2 wears. The eco-friendly garments have moisture absorbant, durable, wrinkle resistant, and offer a luxurious softness that allow our customer to wash them less and conserve more energy.
Competitors
munster kids Australia
Munsterkids is a collection of kids apparel that is driven by music, art and street culture. Munster Kids is a tribute to all the little wild revels out there. We salute your endless imagination and boundless energy. They offer a variety of clothing for, both boys and girls, such as Tees, shorts,, shirts, pants, denim, jackets, jumpers for boys and tees, shorts, dresses, pants & leggings, jackets, jumpers, knitwear, swimwear, denim, and rompers for girls. Ranging from 26.22 - 113 us dollars.
Bobo Choses barcelona
Bobo Choses was created in 2008 by the catalan Art Directors Laia Aguilar and Adriana Esperalba. The idea behind it was to create a friendly clothing brand that could speak to children in their own language. Offering a variety of items for both boys and girls such as T-shirts, sweatshirts, bottoms & overalls, shirts, knitwear, coats & jackets, socks & tights, accessories, skirt, pants skirt, and dresses, scarves, hats, and backpacks, each Bobo Choses collection is a fantastic world on its own, with its singular illustrated characters and its own story. prices range from 40.69 to 164.03 us dollars.
Competitors Mini Rodini Sweden Mini Rodini is a Swedish children’s wear brand that was founded in 2005 by illustrator Cassandra Rhodin as a tribute to all children. They carry one of the most sustainable ranges of kids clothes on the market, including certified organic cotton pieces and recycled materials. Offering a variety of garments for boys and girls from baby clothes, accessories, tops, bottoms, dresses, denim, new born, one-pieces outerwear, swimwear, to shoes and accessories. prices range from 24 to 131 us dollars.
soft gallery denmark Established in 2007, in Copenhagen, Denmark, by Tine Holt Moller and Barbara Hvidt Soft Gallery creates poetic clothing and novelties with a deeper meaning. Each collection is a living gallery –a gallery on fabric. They combine art and clothing in collaboration with artists from around the world. By taking this unique approach to its garments Soft Gallery offers items for both boys and girls in a variety of options. From t-shirts, sweatshirts, pants, jackets, shorts, shirts, underwear, sleepwear, and hoodies to dresses, jumpsuits, skirts, leggings, swimwear, jackets, cardigans, and accessories. you will definitely find something to your liking. Ranging from 22.25 to 203 in us dollars.
market research The loungewear market is made up of apparel for men, women and children. The category is valued at over $30 billion USD. Of that total, sales in lounge wear have now reached just over one tenth of the entire apparel market, making this segment the most dynamic for opportunity growth, and “the” market segment to watch over the next two years. Many industry analysts predict a 2.5 percent -3 percent sales increase from 2012-2014. The children’s apparel market comprises clothing, accessories and footwear for children ages 0 through 12, generally. The NPD Group, a global information company, reports that the total kids’ apparel market was worth an estimated $30 billion from April 2012 – March 2013, up 3 percent compared to the year earlier period. The global children’s wear market is estimated to hit a value of US $173.6 billion by 2017. The global economic meltdown did not dampen spirits in the vibrant children’s wear market, primarily driven by rising income levels, virtually limitless apparel varieties and keenly aware ‘market savvy’ kids. The global children swear market had total revenues of $216.2bn in 2013, representing a compound annual growth rate (CAGR) of 5.5 percent between 2009 and 2013, according to Market Line. The market is driven by a European trend growth seen in China, India, and the UK toward more relaxed lifestyles, with children quickly outgrowing their clothes and the purchase of new children’s clothing is becoming a necessity. The United States in 2010, households spent, on average, $1,700 on apparel, footwear, and related products and services—3.5 percent of average annual expenditures.
Achievers Self Focused Conventional Status Seeking -Active in the consumer marketplace -Image is important -Kids image would be important as well -Social lives reflect a structures focus around family, place of worship and work
Believers Familiar Traditional Close-knit -Motivated by ideals -Beliefs based on traditional established codes such as family, religion, community, and the nation -Follow established routines— organized in a large part around home, family, community social or religious organization they belong too.
Experiencers Being Entertained Being Established Ability to Purchase
-Experiencers are motivated by self-expression. -Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. -Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing
customer lifestyle We are targeting middle age mothers ages 36-48, with children ages 2-5. They have a minimum yearly income of 100k and tend to live in fashionably and environmentally aware cities. They own their homes rather than renting them. Out target market is higher up in their career, typically in a management position and holds at least a graduate degree. Their disposable income is around 18,000 a year. They are in the money and brains segment urban uptown social group, and affluent empty nests life stage group. Our target customer is a middle age mother of at least one child age 2-5 who enjoys an active lifestyle. She is typically always on the go so having fashionable children’s wear that the child can wear from the playground to the store is a big deal. She is extremely successful since she has been in the working world for quite some time now, so she is usually high up in a company if not running it herself. She has a disposable income big enough to where money does not matter when it comes to purchasing what she wants. Being healthy is a huge part of her life and she wants the same for her children, so exercising is not an option, but rather a daily routine. Out target customer is extremely environmentally conscious and prides herself on the fact that she eats organic as well as shops organic. She wants nothing that can cause more harm than good when it comes to fashion. Charities also play a huge role in her life and she typically donates to at least three a year, changing it up every so often so she can help as many people as possible. Along with being environmentally conscious she is also fashionable and has simplistic fashion sense that can be dressed up or down. She spreads her fashion taste to her children and is always on the look out for fashionable, comfortable, and sustainable fashion for her kids. Our target customers are experiencers, believers, and achievers belonging in the money and brains segment urban uptown social group, and affluent empty nests life stage.
U.s Apparel sales, by market segment % of $165 Billion in Retail Sales Women’s apparel53.6 percent
children’s apparel17.8 percent
men’s apparel28.6 percent
children’s Apparel: $29.4 Billion girls’34 percent
infants/toddlers36 percent boys’30 percent
customer lifestyle
meet julia Name: Julia Williams Age: 36 Occupation: Lifestyle Blogger Location: San Francisco, California Julia was the child who traveled, after growing up in different hometowns, traveling between various cities and states, her life finally led her to settling down in the “Paris of the West�, San Francisco. Here she met and fell in love with her supportive husband and later on had four beautiful children. A few years after settling into California Julia started blogging, a way for self-expression, which ultimately became a full-time job and a daily read for thousands. She loves spending her days surrounded by her family, working from her home office and trying to come up with the next best recipe.
meet katherine Name: Katherine davis Age: 40 Occupation: Chef at The Slice Bakery and Cafe Location: San Francisco, California Katherine, is the girl who fiercely represents the working mom. She knew from a young age that she wanted to be a renowned chef, and turned her dreams into her reality. After training at the Culinary Institute of America in New York. She traveled, trained, and cooked in France and upon her return, found love. Her and her husband, put into use many of the techniques they learned over the years and opened The Slice Bakery & Cafe. When she’s not baking, she can be found with her two children. They love spending time at the beach, theme parks, and the playground. With a great balance between her career, and being a mother and wife, she is the ultimate woman who has it all.
works cited
“About.” Soft Gallery. N.p., n.d. Web. 12 Oct. 2014. <http://www.softgallery.dk/en/index.php/about/>. “Alibaba.com.” Company Overview. N.p., n.d. Web. 4 Oct. 2014. <http://cnfuwin.en.alibaba.com/company_profile.html#top-nav-bar>. “Apparel and Textile Manufacturer – Organic Clothing Manufacturing By Organic Apparel USA – Miami, FL.” Organic Apparel Manufacturer. N.p., n.d. Web. 3 Oct. 2014. <http://www.organicapparelusa.com/>. “Baby Girl Garment.” - Girls Peterpan Collar Top, Girls Sleeveless Jumper, Printed Baby Drawstring Pant and Hooded Sleeveless Girls Dress Manufacturer & Exporter from Noida, India. N.p., n.d. Web. 4 Oct. 2014. <http://www.organicandmore.in/ba by-girl-garment.html>. “Bamboo about.” Bamboo about. N.p., n.d. Web. 18 Oct. 2014. <http://www.bs-bamboo.co.uk/bamboo_about.html>. “Bamboo vs Cotton | Green Living Center.” Bamboo vs Cotton | Green Living Center. N.p., n.d. Web. 18 Oct. 2014. <http://thegreenlivingcenter.com/node/137>. “BOBO CHOSES - Bobo Choses.” BOBO CHOSES - Bobo Choses. N.p., n.d. Web. 12 Oct. 2014. <http://bobochoses.com/shop/index.php?id_cms=20&controller=cms>. “Children’s and Infants Clothing Industry Market Research & Statistics.” Children’s and Infants Clothing Industry Market Research & Statistics. N.p., n.d. Web. 12 Oct. 2014. <http://www.reportlinker.com/ci02116/Children-s-and-Infants-Clothing.html>. “Childrenswear in the United States.” Childrenswear in the United States. N.p., n.d. Web. 12 Oct. 2014. <http://www.marketresearch.com/MarketLine-v3883/Childrenswear-United-States-7677207/>. “Eco Friendly Retail Packaging, Food Packaging, Gift Basket Supplies.” Eco Friendly Retail Packaging, Food Packaging, Gift Basket Supplies. N.p., n.d. Web. 10 Oct. 2014. <http://www.nashvillewraps.com/>. “Ecotex.” Ecotex. N.p., n.d. Web. 5 Oct. 2014. <http://ecotex.com/>. “FABRICS : Eco-fabrics.” Brentano Green Fabrics : Recycled and Recyclable Textile. N.p., n.d. Web. 5 Oct. 2014. <http://www.brentanofabrics.com/green/default.aspx?fiber=Recycled>. “Herbal Fab.” Herbal Fab. N.p., n.d. Web. 3 Oct. 2014. <http://www.herbalfab.com/>. “India Environment Portal Knowledge for Change.” Bamboo for Biomass. N.p., n.d. Web. 6 Oct. 2014. <http://www.indiaenvironmentportal.org.in/node/20202/>. “Laguna Fabrics.” Laguna Fabrics. N.p., n.d. Web. 4 Oct. 2014. <http://www.lagunafabrics.com/eco.html>. “Munsterkids | Munsterkids.” Munsterkids | Munsterkids. N.p., n.d. Web. 12 Oct. 2014. <http://www.munsterkids.com/>. “O2wear Bamboo Clothing.” O2wear.com. N.p., n.d. Web. 18 Oct. 2014. <http://www.o2wear.com/bamboo-clothing/>.
works cited
“Organic Cotton | Simplifi Fabric.” Organic Cotton | Simplifi Fabric. N.p., n.d. Web. 6 Oct. 2014. <http://www.simplififabric.com/pages/organic-cotton>.
“Organic Cotton Plus.” Organic Cotton Plus. N.p., n.d. Web. 5 Oct. 2014. <http://organiccottonplus.com/>. “Our Story.” - Mini Rodini. N.p., n.d. Web. 13 Oct. 2014. <http://www.minirodini.com/about>. “PET: A Sustainable Path for PlasticShare.” Re Use It. N.p., n.d. Web. 10 Oct. 2014. <http://www.reuseit.com/product-materials/pet-a-sustainable-path-for-plastic.htm>. “Plants and Fungi.” Plants and Fungi. N.p., n.d. Web. 8 Oct. 2014. <http://www.kew.org/science-conservation/plants-fungi>. “Polyester Data Sheet.” Polyester as an Alternative Fabric. N.p., n.d. Web. 6 Oct. 2014. <http://www.uniformreuse.co.uk/fabric_polyester.html?KeepThis=t.>. “Recycled Clothes, Recycled T-shirts, Recycled Baseball Caps, Recycled Tote Bags and More!” Recycled Clothes, Recycled T-shirts, Recycled Baseball Caps, Recycled Tote Bags and More! N.p., n.d. Web. 10 Oct. 2014. <http://www.clothesmadefromscrap.com/pet.htm>. Rosenthal, Elisabeth. “Can Polyester Save the World?” The New York Times. The New York Times, 24 Jan. 2007. Web. 5 Oct. 2014. <http://www.nytimes.com/2007/01/25/fashion/25pollute.html?_r=0>. ScienceDaily. ScienceDaily, n.d. Web. 3 Oct. 2014. <http://www.sciencedaily.com/>. “Share and Repair.” Share and Repair. N.p., n.d. Web. 2 Oct. 2014. <http://www.bamboocentral.org/shareinrepair/faq.htm>. “Tissus - DELYLA - Fabrics.” Tissus - DELYLA - Fabrics. N.p., n.d. Web. 4 Oct. 2014. <http://www.delyla.com/html_eng/index_eng.html>. “U.S. Department of Agriculture.” U.S. Department of Agriculture. N.p., n.d. Web. 3 Oct. 2014. <http://www.usda.gov/wps/portal/usda/usdahome>. “US Environmental Protection Agency.” EPA. Environmental Protection Agency, n.d. Web. 12 Oct. 2014. <http://www.epa.gov/>. “What Is Sustainability And Why Does It Matter? -.” N.p., n.d. Web. 10 Oct. 2014. <http://hammondarchitects.com/what-is-sustainability-and-why-does-it-matter/>. “Why Organic.” Organic Baby Clothes NOT Made in China, Organic Teethers & Toys, Eco-Friendly Baby Gear:. N.p., n.d. Web. 12 Oct. 2014. <http://www.bestbabyorganics.com/whyorganics.aspx>. “Why Sustainability Matters to America.” PennLive.com. N.p., n.d. Web. 14 Oct. 2014. <http://www.pennlive.com/editorials/index.ssf/2009/03/why_sustainability_matters_to.html>. “World Agroforestry Centre | TRANSFORMING LIVES AND LANDSCAPES.” World Agroforestry Centre | TRANSFORMING LIVES AND LANDSCAPES. N.p., n.d. Web. 2 Oct. 2014. <http://www.worldagroforestry.org/>. “ZARA Official Website.” ZARA Official Website. N.p., n.d. Web. 17 Oct. 2014. <http://www.zara.com/>.