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Green is the new pink.
PURPOSE STATEMENT:
Fresh Greens is an advertising campaign made to rebrand sustainable fashion as easy, fun, and colorful while positioning Reformation and Baggu as the leaders of this movement. Today ’s millennial market seamlessly combines a hectic lifestyle and an eco-friendly mindset, so why can’t our clothes do the same?
Ashlee Cruz
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• $25 M revenue in 2015 • Made by founder Yael Alflalo: “I want altruism and narcissism combined” • $80 - 300 price range • Inspired by the speed of Zara fast fashion but made in small batches (40 units per style per color) • Dresses are their best seller • Summer designs are the best selling season “Change the World Without Changing Your Style.”
• $0.5 M revenue est. • Made by former J.Crew designer Emily Sugihara: • Simple and aesthetically beautiful • An alternative to Celine and Mansur Gavriel • The original Baggu bag remains the bestseller “ The go-to for unfussy, cool, functional bags.”
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Meet Adriana. • • • • • • •
31 y/o. Journalism degree from UC Berkley Makes 70k a year Owns a successful recording business in Los Angeles Brings her own shopping bags anywhere from bodegas to Whole Foods Usually minimal, but splurges on beauty and fashion buys occassionally
#REFBABE
Meet Bella. • • • • • •
22 y/o architecture grad from Pratt Doing her first internship in NYC and commuting from Brooklyn Makes 35k a year. Eats organic and prefers “slow fashion’ Always on the run Browses through instagram feed for new brands to-look-out-for
#REFBABE
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San Francisco based fashion brand Radical transparency CEO Michael Preysman $50 M. revenue (2015) Sells mens clothing and womens clothing, shoes, and accessories • • • • • •
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Los Angeles based lifestyle brand “Global Citizen” Known for their Market Tote Bag $50 M. revenue (2015) Socially motivated B-Corp
Los Angeles based retailer Vintage and vintageinspired fast fashion CEO Sophia Amuroso $300 M. revenue (2015) Filed bankruptcy in 2016 Sells womens clothing and accessories
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Sustainability =
Video Stills
full length ad: vimeo.com/207590337
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Love is Pretty Cool. A limited edition screen print will be available in:
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The Standard White Baggu ($12) The Reformation Tee ($40)
x Love is Pretty Cool. Shop Now
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Love You Baggu
$12.00
Social Media Content + Instagram’s Buy It Now Total Followers: 111k Reformation and Baggu will be posting campaign images and content on their instagram accounts to announce the collab and create hype with their current followers. The limited release products will be also be sold on their accounts via Shop Now buttons.
Green is the new pink.
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“Love� (?) is Pretty Cool. Advertising through dating apps. Reformation x Baggu
SUSTAINABILIT Y IS BAE Swipe right to find out more.
This campaign will also create awareness through Tinder and Bumble, especially since the campaign images are fitting for the apps. Swiping right on the image will send the user a message with shopping and video links.
Wild Postings Upping the cool factor. To announce the instore event Launch Plan, wild posting will be seen in cities that Reformation or Baggu currently have stores.
Social Media Influencers Essentially the modern spokespeople. Baggu and Reformation will send products to popular media figures to reach a broader audience for the campaign.
Bethany Cosentino @bestcoast
Petra Collins @petrafcollins
Diana Veras @mynamesdiana
Zendaya @zendaya
Reese Blutstein @double3xposure
Karlie Kloss @karliekloss
Barbie Ferreira @boredbarbara
Adwoa Aboah @adwoaboah
Hari Nef @harinef
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JU N E - AU G UST 2 0 1 7 Short Term Joint Retail Reformation will be selling select clothes and LOVE YOU tees at Baggu stores and online. Baggu will sell select reusable bags and LOVE YOU baggus at Reformation stores and online. This will last two months after release.
Ci ti e s Ava i la b l e Miami, FL (Temporary Pop Up) San Francisco, CA Manhattan, NY Los Angeles, CA Brooklyn, NY
Thank you!
Ashlee Cruz
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2017 (c)