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ABOUT US The NEEM Team Elisa Burbano Co- Founder, Art & Production Director Carolina Kim Co-Founder, Marketing Director Skye Sienkiewicz Co-Founder, Textile Development Director Briana Young Co Founder, Creative Director
Located in Los Angeles, Neem is a luxury handbag and accessory brand with a timeless aesthetic that embraces versatility and our Earth. We do this by using eco-friendly, vegan materials, and designing our multifunctional products in the U.S.A.
Two-Tone Line - Reversible in color, material, and texture. Mutation Line - Changes shape and size by the way the it is folded, zipped, and detached to create different products.
Our name is inspired by the tropical tree from India, Neem, referred to as the “Tree for Solving Global Problems,� by its multiple medical uses and how each element is utilized: the leaf, bark, flower, fruit, twigs, seed, and seed oil. The plant treats skin, cardiovascular, and gum disease, leprosy, eye disorders, intestinal worms, loss of appetite, diabetes, malaria, asthma, wounds, and fever. Neem is also used as an astringent, skin softener, mosquito repellent, and an insecticide, which is less toxic to the earth and humans. The Neem brand also gives back to Mother Nature by planting a tree with every purchase made through our partners, the Nature Conservancy and their Plant a Billion a tree campaign.
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CONTENT MISSION/VISSION
MISSION/VISSION
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MARKET & INDUSTRY RESEARCH
MARKET & INDUSTRY RESEARCH
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SCOPE & SIZE UNIQUE MATERIALS SOURCED DISTRIBUTION CHANNELS PRICE POINT EXPECTATIONS KEY BRAND/LABELS
24 28 32 34 38 40 42
CUSTOMER LIFESTYLE
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PRODUCT DEVELOPMENT
PRODUCT DEVELOPMENT
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INSPIRATION BOARD CONCEPT BOARD LIST OF MATERIALS SOURCING PRODUCT LINE BRANDING ENGAGE IN NEEM
52 54 56 58 74 78 100 110
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MISSION
VISION
Designed for every hour
Smart Design: A Global trend-setter in sustainable handbags & accessories with a timeless aesthetic
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Equality Treating everyone involved fairly in all aspects
Perseverance Desire & ability to give our customers the best quality & design in all areas of opportunity
OUR VALUES
Integrity Stand by our word & our product
“Driven to satisfy the needs of our customers, employees & business partners by advocating equality & ethical responsibility�
Environment Respecting the future of the Earth in finding innovative processes & materials
Aesthetic Desire for beauty
Health Maintain & enhance well being
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TARGET MARKET
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The Neem customer is a female between the ages of 23 to 35 years old. In all aspect of her essence, she is confident, comfortable and conscious. She looks for great quality and style but most importantly sustainable products. She has a natural curiosity about the world that encourages to travel, read and taste. Because of her natural curiosity, she cares about the environment and health.
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Rebecca
Rebecca
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Engaged
Single
Portland, Oregon
New York, NY
Interior Designer
Ny Times Journalist
$74,000
$80,000
Experiencer
Innovator
Christina
33 Married San Francisco, CA Mother/ Brand Owner $100,000 Innovator/Experiencer
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PRICE POINT $100 to $350
Using vegan materials and the most effective and sustainable processes gives the Neem the ability to produce beautiful ecofriendly products at an affordable price.
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WALLET WRAP CLUTCH WRISTLET
PRODUCT LINE UP
CLUTCH POUCH BAG TOTE SATCHEL BACKPACK YOGA BAG
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MARKET & INDUSTRY RESEARCH
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SCOPE AND SIZE UNIQUE CHARACTERISTICS MATERIALS SOURCED MARKET PRICE POINTS DISTRIBUTIONS CHANNELS EXPECTATIONS KEY BRAND/ LABELS CUSTOMER LIFESTYLE
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11.8%
32.0%
Europe 32.0% Asia-Pacific 29.0% United States 27.3 Rest of the world 11.8%
27.3%
SCOPE & SIZE THE HANDBAG MARKET
The Fashion industry continues to grow in size and increase in sales each year, despite the recent economic downturn. Just in 2012, the U.S. apparel, accessories, and luxury goods market had a total revenue of $521.7 billion. Apparel retail took the lead, at 64.9% and accessories at 3.6% of this revenue (Fig.2). Looking further at the geography segmentation of this market, there is a total of $1.9 trillion in the world, which Europe accounts for 32% and the U.S. runs in third at 27.3%.These thriving sales in accessories had a 5% increase: handbags being 6% of that segment. Although, small leather goods don’t account for the highest in accessory sales, there was an impressive 15% increase.
29.0%
2012 Apparel, accesories and luxury goods market geography segmentation 4.1% 3.6% 13.7%
Apparel ret ail 64.9% Footwear 13.8% Jewelry & wat ches 13.7 % Luggage andeather l 4.1 % Accessories 3.6%
13,8%
64.9%
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Working in an industry of this size it is key to have a direct focus on the specific product category of the brand; thus Handbags. According to the ‘Accessories Magazine/ The NPD Group Inc. 2012 Census Report,’ there was $9 billion in Handbags sales out of $30.5 billion total Women’s Accessories in U.S. retail. Following close behind Jewelry, Handbags make up 30.12% of the 2013 projected market share, as Leather Goods stand at 6.18%. Within the handbag market, Luxury bags are the most sought after fashion accessory, as well as one of the fastest growing segments in the overall luxury market. Currently, Fashion items only make up 20% of the Luxury market, as cars account for 25%, along with 55% from expenditures on experimental luxury. Luxury companies, such as Louis Vuitton SA, Burberry Group, and Hermes International SCA are focusing on China and India markets since there is a higher demand for branded handbags. This is due to the rising per capita income fueled by high economic growth rate, which effects both the U.S. and EU handbag markets.
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TOTAL WOMEN’S ACCESSORIES U.S.. Retail Sales Est. By Category
2012 Dollars (billions)
34.8% 30.12%
2013 Projected Market Share by Classification 5.39%
1.45% 6.18%
9.20% 6.66%
Jewelry 34.8% Sunglasses 5.39% Small leathergoods 6.18% Watches 6.66% Gloves 1.41% Hats 1.04% Hoisery 9.20% Scarves 1.45% Handbags 30.12% Umbrellas 0.79% Belts 1.06% Slippers/Casua footwear 2.60%
Dollar %chg 12 vs. 11
2012 Units (millions)
Avg. Unit Retail
$30.5
5%
2600
$16
Fashion/Costume and Bridge Jewerly
$10.7
3%
821
$13
Fashion/Sport Watches
$1.9
18%
56
$34
Handbags
$9.0
6%
197
$46
Small Leathergoods
$1.8
15%
110
$16
Belts
$0.4
2%
30
$12
Gloves/Mittens
$0.4
-8%
48
$8
Hats/Caps
$0.4
1%
26.6
$11
Sunglasses
$1.5
-11%
84
$18
Umbrellas
$0.3
14%
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$10
Sippers/ Casual Footwear
$0.8
-2%
52
$15
Hosiery
$2,9
4%
1,100
$3
Scarves/Mufflers
$0.4
4%
33.5
$11
TOTAL WOMEN’S ACCESSORIES
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UNIQUE CHARACTERISTICS STATUS SYMBOL
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Handbags are commonly seen as a status symbol among women and in the fashion industry. They elaborate one’s style and become the staple item to every women’s outfit. This accessory represents the function and practicality of fashion. Whether as a label or an extension of a brand, handbag collections are introduced seasonally, for Fall and Spring. Unique to the rest of the Fashion Market, handbags tie together what is being worn, such as the shoes with the outfit, to what is being carried. It not only serves as an extension to one’s ensemble, but offers versatility for holding all the small essentials, ie. cell phone, wallet, etc. Handbags also communicate a different message too.
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A unique, and humorous study for the February 2014 issue of the Journal of Consumer Research suggests, that women may use luxury items, such as handbags, to avert romantic rivals. This function is said to work as a signaling system to communicate, that their significant other is dedicated. Men on the other hand, are found to conspicuously spend on women to have uncommitted romantic flings. Overall, the study says, most women’s luxury handbags, are jealousy triggered, meaning they aim to impress and show off to other women. (Griskevicius) With the growing demand for ecofriendly and sustainable bags, they are commonly compared to the “traditional” handbag. Eco-friendly handbags are characterized by their minimal impact on the environment, than traditional
handbags. This is measured by the type of materials used and the process of manufacturing used. Various materials include: + Recycled polyester, leather, and other materials +Most organic materials +Plant materials: hemp, bamboo, jute, ingeo +Vegan or animal-friendly Leather: vegetan, lorica, birko-flor Eco-Friendly handbag collections may have multiple uses, as well as an end use, such as being recycled. Furthermore, they’re designed with a sense of timelessness so to last longer. These brands typically support a type of organization or charity to benefit the community too.
Traditionally, luxury bags are designed with the focus of aesthetic and high quality, luxury materials. This design process usually stems from current trends, allowing handbags to be used for a short amount of time. Most are made from various leathers and synthetics. Of course, the market has always loved this type of handbag but our environment doesn’t. The materials used are not animalfriendly, release pollutants in air, and use a lot of energy consumption during production. Making it evident, that eco-friendly and sustainable bags a smarter consumer choice. CLAIRE VIVIER
M A T E R I A L S 30
BAMBOO
VEGAN LEATHER
Natural dyeing 31
MATERIALS SUPPLIERS
MATERIALS SOURCED WHERE?
In the fashion industry, designers and brands source materials from both domestic and global manufacturer’s to find the highest quality, at the best price.As the relationships develop, suppliers are commonly used by several traditional handbag brands such as: Superl Holdings Ltd, Sitoy (HK) Handbag Fty. Ltd., YKK ,A&E, Since the market for sustainable and eco-friendly handbags is still growing, there aren’t as many well established suppliers for several of these brands. Of those similar to the Neem brand, they are sourced in Montreal, U.S.A., Japan, and Italy for recycled faux leather, vegetable tanned leathers, and PU. For insntance, Crie de Coeur sources their vegan materials, ultra-suede, PU, cotton, and hemp in China and Indonesia. Some of the manufacturers found are: Carry All Canvas Co., Shaoxing E-Chi Leather Co., Ltd. and Lee & Man Holding Ltd.
+ Superl Holdings Ltd. located in Hong Kong, is a popular supplier of various luxury leathers for Coach, Dooney & Bourke, Burberry, Alexander Wang, Marc Jacobs, and Kate Spade. + Sitoy (HK) Handbag Fty. Ltd., is a well known handbag and accessories supplier of leathers, PVC, and cotton for The Sak, Michael Kors, Marc Jacobs, and Fossil. +YKK is a widely used supplier of the top quality industrial zippers that is located in the U.S.A. +A&E located in the U.S.A., is the global manufacturer of sewing thread and industrial yarn.
MANUFACTURER + Carry All Canvas Co.- is organic materials made in the U.S.A + Shaoxing E-Chi Leather Co., LTD -in China that manufactures PU. +Lee & Man Holding Ltd. - in China supplies vegan leathers,supplies brands such as Tory Burch, French Connecton, Lulu Lemon, and Nine West.
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DISTRIBUTION CHANNELS WHERE?
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The Fashion industry has expanded to other distribution channels to gain access to markets and increase sales. Many designers and brands implement a multi-channel distribution strategy to reach consumers in several ways for their convenience and to increase brand awareness. This includes accessory brands, specifically handbags. Brands such as, Michael Kors and Kate Spade continue to do well, with most sales in in-shop boutiques within department stores. Coach uses a multi-channel strategy, offering its merchandise through Coach stores, Coach factory stores, their catalogue & website, authorized specialty stores and department stores.
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Internet
WOMEN’S HANDBAG Channel Category Dollar Share Distribution
2012 Dollar Share
TOTAL
2011 Dollar Share
100%
100%
Department Stores
19%
18%
National Chairs
10%
9%
Mass Merchants
9%
10%
Specialty Stores
32%
30%
Internet Pureplays
6%
5%
Catalog/ Direct Mail
2%
2%
Home Shopping
3%
3%
Off-Price/Factory Outlets/ Warehouse Clubs
8%
9%
Other
12%
15%
Department Stores
Accessories are mostly sold in department stores, chain stores, and specialty stores which was shown by a slight increase in most categories. The majority of handbags, as well as small leather goods, are sold through specialty stores (32%) and department stores (19%), such as Macy’s, Nordstrom’s, and Neiman Marcus. This is similar to the EU handbags market, i.e. Italy, France, UK, Germany, Spain, and Netherlands, including independent retailers too. The channel with the most growth in all accessories was online, including internet pure plays. Online sales continue to rise, currently accounting for about 18% of sales. Luxury handbags are being sold on their brands website, as well as independent sites such as, Ebay. Consumers must be wary, in 2008, 90% of Louis Vuitton bags sold on Ebay were found to be counterfeit, ordering Ebay to pay $61 billion to LVMH, the French luxury goods company.
Specialty stores
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PRICE POINT THE HANDBAG MARKET
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When consumer’s demand for contemporary handbags seemed insatiable, prices ranged from $400 all the way to $1,000. Due to the recent recession, the consumer’s perspectives have shifted, as well as the brands price points. Today’s handbag consumer is looking for realistic prices, as well as, more sustainable, and functional bags. Many designers and brands have dropped their dropped their entry-level price points to lower price points and satisfy the new target market. Prices now, typically run from $200 to $500, naming $595, as the “Golden Price,” for handbags. Many luxury accessory brands offer small bags and leather goods at lower accessible prices to reach a broader market, as well as higher prices to reach the exclusive clients. Sustainable and Eco-friendly handbags tend to be higher in price depending the materials being used and the alternative processes taken during production. No price can be put on Earth and the environment we live in. The brands that were found similar to Neem however, are decently priced, ranging from $50 for small leather goods, to $460 for large bags.
DESIGNER BRANDS + KATE SPADE NEW YORK -. $98 to $498 + MARC BY MARC JACOBS $68 to $698 +LONGCHAMP $125 to $695 +COACH: $300 (average) $108 to $1,400 +MICHAEL KORS $98 to $3,500 +CLARE VIVIER $143 to $586
SUSTAINABLE & ECO-FRIENDLY HANDBAGS + CRI DE COUER -. $50 to 285 + FLEABAGS:: $95 to $440 +LINA RENNEL $145 to $460
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HANDBAG EXPECTATIONS THE HANDBAG MARKET
For Fall/Winter 14 we will see many different textures, shapes and materials for bags and accessories, as well as interesting hardware and details to add interest.
High Contrast
Color Blocking
Woven Bag
The most prominent bags that will stand out for F/W 14 are the woven bags, color blocked bag and high contrast bags. Also anotherÂŹ key trend for F/W 14 is hardware and fringes, it will add interest to the handbag line.
Fringes
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KEY BRANDS & LABEL COMPETITIVE MARKET
Several competitive brands exists in the accessory and handbag industry today. Of the most soughtafter premium luxury, fashion brands, there is Burberry, Chanel, Hermes, and Louis Vuitton, to name a few. Designed for exclusivity, they consist of premium leathers made in France and Italy, with prices ranging from $340 to $6,500 and up. The most popular, traditional handbags consist of Coach, Dooney & Bourke, and Michael Kors, known for their signature logos and classic American designs. Kate Spade, Marc Jacobs, and Longchamp design fashion handbags made with luxury leathers and beautiful silhouettes. An up and coming designer, Clare Vivier, is recognized for her utilitarian handbag collection. Designed with a minimalist, French aesthetic, she uses ethical manufacturing and sustainable leathers tanned with eco-friendly, vegetable dye.
Premium Luxury
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ECO-FRIENDLY Eco-Friendly and sustainable handbag brands, similar to Neem, are surfacing in the fashion industry for higher demand. One of the most popular is Fleabags, a “green” brand that designs mostly totes and other handbags made by hand, with organic and vintage materials, re-purposed leathers that are vegetabletanned and sourced in the USA. Lina Rennell designs vegan handbags made from recycled post-consumer waste. Each purchase also benefits women in Ghana by providing jobs, education, and training. Another vegan brand is Matt and Nat, that uses Polyurethane and PVC vegan leathers, as well as lining, made from recycled plastic bottles in their handbags. Cri De Coeur is a PETA approved, luxury accessory brand that uses ultrasuede made from recycled plastics, eco-PU that’s biodegradable, organic cotton, hemp and reclaimed wood. They have strong guidelines in earth-friendly manufacturing process and fair treatment of workers that they implement with their vendors.
Fleabag
POPULAR TRADITIONAL HANDBAG
Matt & Natt
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Lina Rennell
Cri De Coeur
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CUSTOMER LIFESTYLE COMPETITIVE MARKET
Women consider handbags to be a necessity by the way that they carry their items for the day such as, cell phone, wallet, keys, glasses, make-up, and other personal items. However, there is consideration in the style, function, and material of a bag to style it appropriately. According to a recent survey, women typically use three bags on a regular basis, changing them according to occasion, outfit, or mood.
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Girls in their mid teens become aware of a bags necessity for holding personal items, and continues as they age. Overall consumers are conscious of the functionality of it, and how it reflects their style. They’re busy individuals but have personal style.
TOP TEN 'BUZZ' ITEMS 1. Handbag 2. Shoes 3. Summer dresses 4. Concert tickets 5. Jeans 6. Jewellery 7. Little black dress 8. Chocolates 9. Underwear 10. Beauty products
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The average 30 year old owns 21 handbags and buys a new one every three months. Their reasons behind their purchase is typically styling features, price, and then brand. Price tends to not be a deciding factor for handbags, most sales are made at regular price. Consumers spend an average of $90 and up. "It might seem irrational that each year Americans spend over $250 billion on women's luxury products with an average woman acquiring three new handbags a year, but conspicuous consumption is actually smart for women who want to protect their relationship," Vladas Griskevicius, an associate professor at the University of Minnesota.
Care & Disposal:
When investing in a handbag purchase, most consumers buy leather protectors, soft soaps, and linen bag protectors to ensure the life of their bag. Once a bag has reached its “end use” for the owner they are commonly donated to Goodwill and consignment shop or sold online, via Ebay.
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PRODUCT DEVELOPMENT
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INSPIRATION BOARD CONCEPT BOARD LIST OF MATERIALS PRODUCT LINE ENVIRONMENTAL IMPACT SOURCING BRANDING
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INSPIRATION BOARD
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CONCEPT BOARD
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MATERIALS
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NATULON ZIPPERS ANEFIL POLY THREAD ORGANIC COTTON DINAMICA ALCANTARA
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NATULON ZIPPERS Supplier: YKK
ANEFIL POLY THREAD Location: USA
COMPONENTS: Made from chemically recycled postconsumer polyester, it is perpetually recyclable. Using PET bottle and discarded polyester fabrics. Nickel free. BENEFITS: Natulon zippers saves enough energy to power an average American household for half a year and reduces C02 emissions equal to the amount absorbed by 82 cedar trees. Using these alternative zippers allows Neem to keep our CO2 emissions down. They reduce the need for new materials by employing the most advanced chemical recycling technology.
Supplier: American & Efird
Location: USA
COMPONENTS: A twisted multifilament polyester, bonded sewing thread. BENEFITS: Good overall performance and excellent seam strength. Multifilament construction that provides superior sew-ability. Bonded thread doesn’t add a coating on thread which is more environmentally friendly. Compared to other threads for handbag production, nylon is a synthetic made from byproduct of oil refining. Manufacturing is energy and water intensive, producing nitrous oxide, which is 300 times more potent than carbon dioxide.
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ORGANIC COTTON Supplier: Pickering International
Components: Natural fiber from the cotton plant and is not genetically modified, which is federally regulated. Synthetic agricultural chemicals are not used: No toxic or persistent pesticides, synthetic fertilizers, herbicides, formaldehyde and insecticides. Meets strict federal regulations on organic growth. - Soft - Breathable - USDA certified Organic
Benefits: Transparent market for information and “Organic Labels.� Sustainable agricultural methods are used to reduce / eliminate pests, enhance growth, maintain the soil quality, and protect the people who harvest the cotton, establishing a balanced and diverse ecosystem. By not using chemicals, it reduces harmful exposure to waterways, food supply, and air which lowers the risk of skin irritations, asthma, and cancer.
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Location: USA
Process: A 2 year conversion period to change farmers production system from conventional to organic must take place. There is careful selection of varieties adapted to local conditions of climate, soil and robustness to pests and diseases. Soil fertility management and crop nutrition, based on crop diversification and organic inputs such as compost, mulch and manures. Pest management measures pest prevention and the stimulation of a balanced agroecosystem through crop rotation, mixed cultivation, trap crops, and the use of natural pesticides for infestations. Use of pesticides and insecticides is forbidden in Organic cultivation. Alternatives used are organic herb mixtures, such as Insecticidal sprays made from garlic, chili and the neem tree. Our farmers plant habitat strips of vegetation, such as alfalfa, near the fields as a refuge for beneficial insects. Organic farmers are assured a healthy work environment and are independent from the price and patent politics of multinational companies. Organic production also forbids child and forced labor and is assured fair trade.
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ORGANIC COTTON IMPACT Environmental Score:: 75 - BEST
Millions of people around the globe are poisoned each year by pesticides used in growing conventional cotton. The process of growing the cotton organically prevents chemicals from entering our waterways, the air we breath and the soil in which it’s grown.
We use a light softening process by reducing the water wash instead of a basic. By using Organic it reduces the amount of the process and chemicals involved, we don’t use any resin treatments as a finish like conventional cotton. Being that it is a raw material reduces its environmental impact too.
The amount of water needed for 1 kilo of organic cotton is 1,850 gallons compared to 7,600 in conventional cotton. By not using chemicals, it reduces harmful exposure to waterways, food supply, and air which lowers the risk of skin irritations, asthma, and cancer. Cotton uses 25% of the world’s insecticides and more than 10% of all pesticides, yet the cultivation of cotton accounts for only 2.4% of agriculturally used areas. (Pesticide Action Network) Through the use of harmful chemicals it puts people, livestock and the environment at risk. When livestock is affected by these chemicals it can also affect other industries, such as exports of meat. When cotton is grown organically it eliminates some of the most toxic chemicals used in cotton which inturn protects our livestock,people and the environment. All major processing stages along the cotton value chain such as dyeing, bleaching and finishing use large amounts of chemicals of various toxicity and hazardousness. Most of these chemicals cause environmental pollution by the mills’ waste water and many can be found as residues in the finished product. this can affect consumers’ health and are suspected of causing allergies, eczema or cancer
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Supplier: Miko S.r.l. COMPONENTS: A microfiber, faux suede made from 100% recycled PET, including post-consumer waste, such as plastic bottleS and polyester fibers. Pliable, breathable, and soft, Three layers: Face, Inner, Scrimbacking. BENEFITS: Gives our collection the look of Suede leather without the use of animals or harming the environment. Produces 80% fewer carbon emissions than petroleum-based polyester. Dinamica can also survive adverse weather, such as getting caught in the rain, since it is water-repellant and super-durable. Does not use harmful solvents or chemicals (such as DMF) and uses only neutral and non-toxic dyes. Its production cycle is based on a unique water process to guarantee respect for human health and the environment.
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Location: Gorizia, Italy
PROCESS: Submerged in a water solution, the inner scrim attracts small polyester fibres, which are suspended in the liquid, to both surfaces; Compacted using a water-based needle punching process. The microfibre is then immersed in a water polyurethane bath, which in contrast to normal production cycles, does not contain the solvents that are harmful to health and the environment. This process compacts the fibres, making them elastic and resistant. During dyeing, the use of neutral, non-toxic colouring, guarantees eco-sustainability, along the whole Dinamica速 production cycle, ensuring a low level of polluting emissions and energy consumption during production. Designed for easy disposal, and is 100% recyclable, can be fully transformed, and reused at the end of its life.
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DICANTARA IMPACT
Environmental Score:: 50 - BETTER
Dinamica faux suede material which is made from 100% recycled PET plastics. Incredibly durable and doesn’t water mark. In terms of disposal leather products would be biodegradable, but the tanning agent renders it non biodegradable. Conformity to the Oeko-Tex® Standard 100 for product classes I and II is a further guarantee of great quality and safety, certifying the microfibre for applications which come into direct contact with the skin. Leather uses several chemical processes in tanning, dying, as well as adding chemical coatings that not only are they harmful to the environment, but they can cause skin irritations, as well as other ailments when exposed to the chemicals. Dicantara keeps its shape, is color and pilling resistant, easy care, and versatile. A simple solution to suede. Leather production is an inefficient use of water. Cows can drink up to 127 litres a day, production uses large volumes of water in raising and slaughtering the animal, and during the tanning process. Water scarcity effects 4 out of 10 people on our planet, but developing countries suffer the most. Leather tanning is mostly out sourced to developing countries the limited water is being used industrially and is being contaminated due to unsafe disposal. Although, the Dicantara process uses water it is at a reduced amount, unlike leather production. Being recycled, there is little to no waste. Considering we don’t do adding treatments, it is safer than the alternative. 68
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Supplier: Alcantara S.p.A
COMPONENTS: Artificial material that has its own classification, consisting of a complex Polyester / Polyurethane blend, unmatched sensory and functional properties. - Breathable - soft to touch - Resembles leather and woven
Location: Milan
PROCESS: High-performance Cogeneration plant reduces energy consumption by about 4,200 tons of oil equivalent per year, for a production of 210,000 t/ year of steam and 45,000 mwh/year of electricity. Scientific research developed by the chemical-textile industry keeps the material advanced. The process is monitored in all stages from spinning to dying.
BENEFITS: Unlimited colors, textures and tactile options, the material is fade and stain resistant. Certified for the conformity of the Environmental Management System to the requirements of international law. Alcantara is 100% carbon neutral, has unlimited applications, and end uses with its proprietary technology. Its energy comes entirely from renewable sources. This is a perfect Neem material by how versatile it is for texture and color, as well as its “life span,� and care.
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ALCANTARA IMPACT
Environmental Score:: 50 - BETTER
Alcantara synthetic leathers are made from cotton-backed polyurethane (PU). Unlike PVC, it’s much kinder to the environment. PVC contains chlorine, a toxic chemical which produces dioxin during its manufacturing process and has been linked to estrogenmimicking chemicals that cause cancer and asthma.
Although, Alcantara is a synthetic they score better by how they lower water and energy consumption during the production process. Added treatments are an option but not required for use. The life span of this fabric is also much longer than leather not to mention its endless uses, color options, and textures.
PU provides Neem with the of the aesthetic of PVC, but without being so harmful to our environment. Their energy comes from renewable sources and they commit to reduction in their energy requirement is due to commitment to optimizing its processes and production plants.
Neem also dyes with natural vegetable dyes instead of chemical dyes. This prevents further pollution as well as rub off.
The use of Leather is a much more energy intensive, and polluting practice. We must consider how much energy is used to raise a cow and the process of tanning its skin; Causing the environmental benefits of leather to be low. Although not an ideal alternative environmentally, we feel PU is clearly the less of two evils. Life-cycle analysis of production process had virtually no impact of the emission of oznedepleting substances. Within production of Alcantara. they measure and offsets its CO2 emissions A whopping 25% of land surface is used for grazing livestock. Neem would rather plant this land with trees to conserve our environment. Farm animals produce huge amounts of waste that leaches into the ground and surface water. This pollutes wells and rivers and is a huge contributor to global warming.
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SOURCING
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YKK (Zippers)
Pickering International (Linen Bags & Organic Cotton)
YKK is a company that focuses in producing a simple, yet high potential item: the zipper. The original company was founded in Tokyio in 1934, today they guide an organization that operates more than 109 affiliated companies in more than 70 countries. Since entering the US market in 1960, YKKs American business has grown and diversified far beyond zippers. Inside USA they have different locations, California, Georgia, New York, Washington and Texas.
Founded in the early 1990's, Pickering International Inc. is an import and wholesale company specializing in textiles made from sustainable and organic fibers. Also offering offshore production services to clients and have manufactured for them garments, bedding products, handmade toys and accessories all using natural materials. They ship Worldwide. Throughout the years, while striving to be a reliable and trustworthy source for fine products at reasonable prices, the company firmly believes that can achieve this goal by consciously choosing natural resources that are good for our environment and selecting labor practices that do not violate human rights. The office of Pickering International Inc.is located at 888 Post Street, San Francisco, CA, U.S.A.
YKK’s supplies the Apparel, Luggage, Sporting Goods, Government/Safety, and Automobile industries with standard items such as metal, coil, and Vislon zippers. When the need arises, they have special application products such as air/water tight, heat/fire resistant, ECO-friendly, and abrasion resistant zippers as well as custom logo parts to make your product one of a kind. To add additional value and provide better service, they manufacture domestically.
A & E (Thread) A&E is the world’s foremost manufacturers of sewing threads and industrial yarns, its global presence extends from Asia to Europe to the Americas. Inside United States their headquarter is located in North Carolina. A&E states its commitment to its customers, producing high quality goods by embracing contemporary quality principles and practices. This practices enables them to be a product innovator, a creator of consistent and reliable high quality products and a company that delivers their product line to customers right on time.
Dinamica (Fabric) Miko, the Japanese Group can claim the position of world leader in the production of topquality microfiber substrates, development of increasingly ingenious solutions in chemistry, and production of new materials. The international partnership they have not only guarantees the supply of top-quality raw materials: the development and use of the very latest sophisticated technologies fully respect the health and environment.
Alcantara S.P.A (Fabric) Alcantara S.P.A is created from a partnership between the Italian company Anic and the Japanese one Toray. ÂŹThey join forces to provide consumers with a luxury material, it covers the most extravagant creations in diverse fields of applications. The company is based on compliance with the law and the development of sustainable company and business.They are located primarily in Milan but they export worldwide.
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PRODUCT LINE STYLING
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WALLET- BELT- NECKLASE
MATERIAL: Alcantara, Dinamica
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WRAP CLUTCH - BELT- MAKE UP
COST: $15
MATERIAL: Alcantara, Dinamica Reversible COST: $22
RETAIL: $100
RETAIL: $150
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WRISTLET- CUFF
MATERIAL: Alcantara, Dinamica, Organica Cotton
CLUTCH - IPAD CASE
MATERIAL: Dinamica, Cotton Reversible COST: $20
COST: $20 RETAIL: $230 RETAIL: $200
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POUCH BAG - CATCH ALL
TOTE
MATERIAL: Alcantara smooth and pebble finish
MATERIAL: Alcantara, Organica Cotton: Reversible
COST: $22
COST: $30
RETAIL: $250
RETAIL: $280
SATCHEL
MATERIAL: Alcantara, Dinamica, Organic Cotton Reversible
WEEKENDER
MATERIAL: Alcantara (Body) Dinamica/Alcantara detachable COST: $45
COST: $25 RETAIL: $350 RETAIL: $300
BACKPACK
MATERIAL: Alcantara, Organic Cotton Twill, Dinamica Detachble bag
YOGA MAT
MATERIAL: Alcantara/ Organic Cotton Reversible COST: $35
COST: $30 RETAIL: $300 RETAIL: $320
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BRANDING
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THANK YOU & CARE CARD LABEL
PLANTABLE PAPER SUPPLIER: Botanica Paperworks LOCATION: Canada COST: $.20 - .30
Our label will be utilized from our leftover material fabric so to minimize waste Simple and clean.
COMPONENTS: Biodegradable eco-paper that is made with post-consumer materials and embedded with seeds. When the paper is planted the seeds grow and the paper composts away, leaving flowers, herbs, or vegetables. BENEFITS: Manufacturing waste is repurposed and reused, to minimize our impact on the environment, as a result of the production of plantable eco-friendly paper. No waste is created or disposal needed benefitting all of those involved. “Trash” becomes beautiful. PROCESS: Post-consumer waste is collected from businesses and schools in the local area, and used as the basis for the product, plantable seed eco-friendly paper and cardboard. Through this collection, we save the local landfill 10 tons of paper per year. They’re packaged in corn ‘plastic’ that biodegrades when composted.
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HANDTAGS
DUST BAG
PLANTABLE PAPER
ORGANIC LINEN
SUPPLIER: Botanica Paperworks LOCATION: Canada COST: $.20 - .30
SUPPLIER: Pickering Iternational LOCATION: USA COST: $1.2
COMPONENTS: Biodegradable eco-paper that is made with post-consumer materials and embedded with seeds. When the paper is planted the seeds grow and the paper composts away, leaving flowers, herbs, or vegetables.
COMPONENTS A natural fabric made from the flax plant, also called flax fibers. This type of fabric tends to be wrinkly, yet serves as a good material for the Neem product protectors.
BENEFITS: Manufacturing waste is repurposed and reused, to minimize our impact on the environment, as a result of the production of plantable eco-friendly paper. No waste is created or disposal needed benefitting all of those involved. “Trash” becomes beautiful. PROCESS: Post-consumer waste is collected from businesses and schools in the local area, and used as the basis for the product, plantable seed eco-friendly paper and cardboard. Through this collection, we save the local landfill 10 tons of paper per year. They’re packaged in corn ‘plastic’ that biodegrades when composted.
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BENEFITS: Organic linen is grown without the use of toxic pesticides, fertilizers, and formaldehyde, as well as dyed naturally with plant extracts. Eco-friendly certified and adheres to fairtrade practices. Organic linen fabric sheets also absorb moisture more efficiently than synthetic materials. PROCESS 1. Rippling - The flax plants are rippled to remove their seeds. 2. Retting - Softens and separates out the fibers (traditionally a several week process) 3. Braking - Separates the inner fiber core. 4. Scutching - Scraping remaining unwanted fibers off. 5. Hackling - Separating out the longer fibers. 6. Weaved into Linen
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PACKAGING PLANTABLE PAPER SUPPLIER: Botanica Paperworks LOCATION: Canada COST: $2.25 each- 200 or more COMPONENTS: Biodegradable eco-paper that is made with post-consumer materials and embedded with seeds. When the paper is planted the seeds grow and the paper composts away, leaving flowers, herbs, or vegetables. BENEFITS: Manufacturing waste is repurposed and reused, to minimize our impact on the environment, as a result of the production of plantable eco-friendly paper. No waste is created or disposal needed benefitting all of those involved. “Trash” becomes beautiful. PROCESS: Post-consumer waste is collected from businesses and schools in the local area, and used as the basis for the product, plantable seed eco-friendly paper and cardboard. Through this collection, we save the local landfill 10 tons of paper per year. They’re packaged in corn ‘plastic’ that biodegrades when composted.
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COSTING
PACKAGING $/unit
NEEM Cost Sheet Season
Spring 2013
Yield**
Total
FABRICS $/yard* Alcantara
$12.00
1.01 $
Dinamica
$10.00
1.01
$10.1000
$8.00
1.01
$8.08
Organic Cotton Voile TOTAL FABRIC COST
12.1200
$30.3000
COMPONENTS $/unit
Quantity**$Total
Snaps
2
$
0.01
1.01
Buckles
3
$
0.02
1.01 $
0.0202
Zippers
10
$
0.020
10.1 $
0.2020
1.01
0.0202
D-Rings
0.02
$0.0121
Thread
$ 0.00140
1.01 $
0.0014
Latches
$
1.01 $
0.5050
$
0.7609
0.50
TOTAL COMPONENT COSTS
Quantity $Total
Hangtags
$
0.10
1.01
$0.101
Box
$
1.25
1.01 $
1.2625
Thank you/Care Card
$
0.20
1.01
$0.20
Linen Bags
$
0.35
1.01
$0.35
TOTAL PACKAGING COSTS
$1.9190
LABOR
Cost/Min $Total
Minutes
Patternmaking
$
0.0120
Grading
$
0.0120
Marking
$
0.0120
Cutting
$
0.1200
$0.060 $
1.2000
Admin.
$
0.5000
TOTAL LABOR
$
1.8560
Sewing
OTHER Freight TOTAL OTHER
20
container units/cont. $5,106.77 5,690
$Total $0.8975 $0.8975
PACKAGING $/unit
Quantity $Total
Hangtags
$
0.10
1.01
$0.101
Box
$
1.25
1.01 $
1.2625
Thank you/Care Card
$
0.20
1.01
$0.20
Linen Bags
$
0.35
1.01
$0.35
TOTAL PACKAGING COSTS
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LABOR Patternmaking
GRAND TOTAL
$35.7334
$1.9190 Minutes
Cost/Min $Total $
0.0120
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ENGAGE IN NEEM
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PRODUCT CARE OWN IT DISPOSAL
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PRODUCT CARE ALCANTARA & DINAMICA:
ALCANTARA ONLY:
To preserve the beauty of Alcantara® and Dinamica® it is recommended that regular cleaning is carried out.
GENERAL INSTRUCTIONS FOR STAIN REMOVAL
DAILY CLEANING: It is sufficient to dust Alcantara® using a soft brush or a dry cloth. Don’t rub too vigorously. Steam Machines are not recommended YEARLY CLEANING Dust the material with care; moisten a soft cloth or a sponge in clean water, wring it thoroughly and run it over the whole Alcantara®/ Dinamica® material, making sure not to wet it excessively; rinse the cloth or sponge and repeat as necessary. Leave to dry (overnight). Once dried, in order to restore the material,brush it delicately with a soft bristle brush.
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- Act immediately (within 30 minutes) and begin treating the stain from the outside edge into the centre in order to avoid the stain spreading; - Never pour a cleaning product directly onto Alcantara®; • before removing the stain, remove any of the substance that has fallen on the upholstery: if it’s thick (yogurt) use a spoon. - Liquids: Use non-printed absorbent paper or a sponge; avoid rubbing to prevent the stain from spreading or going deep into the material; - Use a white cloth or a well wrung sponge for the removal of the stains; - If you use a sponge, rinse it in clean water and wring it well between each wipe. - If stain is water soluble use: water, lemon juice, or pure ethyl alcohol (from liquors)
DINAMICA ONLY:
ORGANIC COTTON:
Due to its natural characteristics, Dinamica® does not stain easily. However, it is advised to remove dust regularly. *Daily, Weekly, and Yearly cleaning are similar to Alcantara, above.
Being that cotton is a raw material and that ours is not coated or laminated, it may need more maintenance. Brush the fabric regularly. For Stains use water, and subtle detergent or soap with sponge, pat dry to soak up moisture, remove excess soap. let dry.
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OWN IT NEEM handbags and accessories will be available in department stores: Nordstrom Neiman Marcus
Found online at our website:
www.neem.com To spread our brand awareness, as well as our environmental campaign so others will follow, we plan to showcase our collection at tradeshows, and to implement openin our own
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DISPOSAL
Once the product has reached its end use, its material allows it to be reconstructed and reused for various uses. NEEM gives our consumer the option to send their product to our distributor, locaed in Los Angeles, where it can be properly deconstructed and recyled, to be utilized in our “new” product or remade. This lowers the risk of items being trashed and thrown in landfills. NEEM also partners with the Nature Conservancy in their “Plant a Billion Trees” campaign. With every purchase made, a tree is planted to help preserve our Earth. As an extension of this, the boxes that your Neem purchase is sold in is biodegradable and can be planted in your garden to create
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CONCLUSION
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To follow the steps of fashion leaders, our company NEEM will offer functional handbag and accessory brand with a timeless aesthetic that embraces versatility and the Earth by using eco-friendly vegan materials. The brand is to launch the first tenproduct line collection in Fall/Winter 2014. As we were creating these products, we have thought from the beginning process to where the product is going to end as well as for the environmental impact on earth. We are aware the effect that traditional products has had into the planet. Therefore, we have created multipurpose handbags using ecofriendly vegan materials to offer a variety of styles to our customers that they are going to be able to enjoy from day to night with only one bag. Instea of buying four bags per year,
the consumer can buy two products and actually have 8 products at the end. At one point all consumers get bored with their product that’s why we have created an alternative purpose for the bag, such as belt, necklace, catch all jewelry. Another option for the consumer is to bring back their product and we will recycle it for them. To an extent without realizing with our brand, the costumer will improve and even change their sustainable practices because they are going to enjoy their handbag and at the same time being able to heal the future for the next generation. We are offering the customer a lifestyle while helping mother nature. As a brand we want to be transparent and honest with our customers in regards of our sourcing and development process.
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The women’s accessories was suffering several years of sales declines; however, since 2012 there has been an increase in sales. There has been a drive for small leathergoods which has been attractive to costumers because of technology. According to the Accessories Magazine, there was $9 billion in handbags sales out of $30.5 billion total Women’s Accessories in U.S. Retail. As an average person buys three handbags, four belts and two wallets, there is a big environmental impact for the environment with this purchases. However, this average consumer does not know which product has less or more impact than the other one. For instance, most of the handbags are made of leather and the manufacturing process has a tremendous environmental costs. With this in mind, the leather biodegrades but it takes up to 25 to 40 years for the leather to decompose. Moreover, the accessories require other materials such as textiles that go under various treatments such as spinning, weaving, dyeing, and printing which consume vast amounts of water and chemicals. As well as leather, some materials such as nylon can take up to 30 up to 40 years to decompose. As a result, all these treatments release many volatile particles into the atmosphere that are particularly harmful to the society and the environment. As a result the cost of
damage to the environment has been enormous. As society is starting to be aware of the conditions, fashion brands have started be aware of the situation and to take into account the actual cost of their production. In 2011 Puma was first to publish details of the cost of its impact on the environment; they said the combined cost of the carbon it emitted and water it used in 2010 was around $134.3 million. Several brands such as Gucci, Yves Saint Laurent, Balenciaga, Stella Mccartney, which are part of the PPR corporation, has started to calculate the costs related in the environmental impact and to create a environmental group by 2015; as a result, creating a green profit and loss assessment. With this in mind, many fashion brands are doing an effort to reduce the carbon emission and energy consumption, but it is not their main priority to use ecological products and materials; Louis Vuitton is an example of this activity. Nevertheless in recent years, there has been a movement to create sustainable and ecological fashion products. According to the Ethical Consumer Markets Report, the ethical market has from $60 billion to $80 billion (est) in the last few years. What does ecological fashion products consist? Is making products that take into account the environment, the health of consumers and the working conditions of people in the fashion industry.
So what materials are eco-friendly? For example, traditional cotton requires oil for production and use of pesticides and fertilizers; on the other hand, the organic cotton is durable, washable and reusable and does not rely on pesticides; that’s where the differences in the production between the two materials come into hand. It is important to keep in mind that not everything within recycling materials is better; for example, recycled vinyl takes up to 500 years to biodegrade in a landfill and its chemical components will filter into the ground. Therefore, it is important to keep in mind the process and its end result. As a leader in the fashion industry and name the first- ever Green Designer of the Year by the Accessories Council, Stella Mccartney, who is concern about leather production’s environmental impact, has give her costumers another taste of fashion with accessories and apparel using eco-friendly materials. To follow the steps of fashion leaders, our company NEEM will offer functional handbag and accessory brand with a timeless aesthetic that embraces versatility and the Earth by using eco-friendly vegan materials. The brand is to launch the first ten-product line collection in Fall/Winter 2014. As we were creating these products, we have thought from the beginning process to where the product is going to end as well as for the environmental impact on earth. We are aware the effect that traditional products
has had into the planet. Therefore, we have created multipurpose handbags using eco-friendly vegan materials to offer a variety of styles to our customers that they are going to be able to enjoy from day to night with only one bag. Instea of buying four bags per year, the consumer can buy two products and actually have 8 products at the end. At one point all consumers get bored with their product that’s why we have created an alternative purpose for the bag, such as belt, necklace, catch all jewelry. Another option for the consumer is to bring back their product and we will recycle it for them. To an extent without realizing with our brand, the costumer will improve and even change their sustainable practices because they are going to enjoy their handbag and at the same time being able to heal the future for the next generation. We are offering the customer a lifestyle while helping mother nature. As a brand we want to be transparent and honest with our customers in regards of our sourcing and development process. Not only we want to be transparent, but we want to start making a difference to heal and make better future.
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2012 Census Report. "Alcantara® Extraordinary Every Day." Alcantara® Extraordinary Every Day. N.p., n.d. Web. 29 Oct. 2013.
"Handbags Market Report: 2009 Edition." Handbags Industry Web. 29 Oct. 2013.
Overview Report. N.p., n.d.
"Impact Of Textiles And Clothing Industry On Environment: Approach Towards Eco-Friendly Textiles – Free Textile Industry Articles Fibre2fash ion.com." Impact Of Textiles And Clothing Industry On Environment: Approach Towards Eco-Friendly Textiles Free Textile Industry Articles – Fibre2fashion.com. N.p., n.d. Web. 29 Oct. 2013.
"Living Neutral." Livingneutral. N.p., n.d. Web. 29 Oct. 2013. "Louis Vuitton Donates to The Climate Project." PurseBlog. N.p., n.d. Web. 29
Oct. 2013.
“Handbag makers rethink price point”.WWD. n.d. Web. 29 Oct. 2013
CITATIONS
"Stella McCartney Exposes Leather Industry." Global Animal. N.p., n.d. Web. 29 Oct. 2013. http://www.dailymail.co.uk/femail/article-2041004/Women-pleasure-buying-handbag-item.html http://forum.purseblog.com/handbags-and-purses/how-much-average-woman-spendshandbags-per-year-432305.html http://www.dailymail.co.uk/news/article-478816/Sienna-Miller-syndrome-Why-womanowns-111-handbags-lifetime.html
http://www.stylesight.com/fashionoffice/landing_pages/node.php?node=4429&gender=w http://www.eonline.com/news/394093/gucci-launches-sustainable-line-of-luxury-handbags
http://www.cottoninc.com/corporate/Market-Data/SupplyChainInsights/Sustainable-Shopper-04-2012/
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http://www.cottoninc.com/corporate/Market-Data/SupplyChainInsights/Shades-of-theGreen-Consumer/
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