C O N T E N T S
01 BRAND STATEMENT 18 COMPETITORS 03 OUR 4 IMPERITIVES
19 COMMUNITY
08 TARGET AUDIENCE
24 BRAND
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KEYWORDS
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OUR RANGE
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SWOT ANALYSIS
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IMPACT
DEVELOPMENT
WHAT DOES URBAN FARM STAND FOR? 01
OUR PURPOSE We at Urban Farm are a sustainable, slow-fashion UK Brand, founded in 2018, that believes that sustainability goes way beyond just caring for the environment. It involves a variety of aspects – Environmental, Economic, Social – each of which must be taken into consideration for our true Sustainability Strategy. Our mission is to offer a forward thinking, fashionable, current brand, mainly aimed at Millennials, to plant the seed of renewal within the Fashion Industry in the UK. Fast-Fashion is out, SlowFashion is in!
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OUR 4 BRAND IMPERATIVES 03
As part of our brand, Urban Farm offers a Recycle-based Reward Scheme. We encourage customers to send off their unwanted items of clothing to us, so that they can be distributed to refugees, disaster victims or others in need worldwide. When we receive the items from the customer, they will get an email confirmation, and for every 1 item of clothing we receive, the customer will get a 2% discount that can be used across the entirety of Urban Farm. The discount can either be built up and saved for up to 1 year or it can be used by the customer straight away. In our hearts, we strongly believe that when clothing has reached the end of its life-cycle for someone, then it should be reborn into someone else's lives.
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ETHICAL FABRIC We at Urban Farm think of fabrics as the ingredients to your clothes. We read all the ingredients in our food, but we don’t always check the tags in fashion. However, with our brand you don’t need to, we do that for you. All our clothes are made from these 5 fabrics… o Organic Cotton – Natural plant-based fiber. Durable. Biodegradable. Breathable. Versatile. o Linen – Plant based fabric made from Flax. o Wool – Long lasting. Natural characteristics. o Silk – Natural fiber harvested from Silkworms. o Recycled Polyester – Not virgin Polyester. Recycled. P.E.T as base material. Sustainable.
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SUSTAINABLE MATERIALS We are most proud of using Organic Cotton throughout our brand range, which is 100% fertilizer and chemical pesticide free. Our garments use less water in the production phase than traditional cotton fabrics.
Our Organic Cotton Range is softer and more comfortable for the wearer. With our range, the customer will not be absorbing all the nasty man-made chemicals.
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SLOW FASHION Keeping true to our Brand Statement, Urban Farm represents an awareness and approach to fashion where we consider the processes and resources required to make our clothing. We like to see ourselves as advocates for buying better, quality garments that will last longer and we value fair treatment of people, animals, and the planet along the way. Our range of garments are more timeless staples than trendy pieces and have few, specific styles per collection, which are released twice or a maximum of three times per year, along with our permanent seasonless collection.
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TARGET AUDIENCE 08
OUR FASHION FAMILY 09
Our customers value and believe in an environmentally fair fashion industry. They are willing to spend money on garments that are sustainable, pre-loved and recycled, but they do not buy designer brands. 10
FASHION FORWARD MILLENNIAL 11
THE FASHION FORWARD MILLENIAL The millennial age group deeply cares and values a brands image. They want the brand that they are wearing to represent and share their values. They have high expectations of the industry to provide fair fashion. Although it is the “Norm” for they to stay on top of trends, they are conscience of the differentiation between fast-fashion and slowfashion.
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SOCIAL ENVIRONMENTALIST 13
THE SOCIAL ENVIRONMENTALIST This person thinks that fashion should be both comfortable AND sustainable. Their go-to Summer OOTD is a recycled cotton dress and a straw hat. (She/Her) wants to spend as much of their free time outdoors, either going for long walks or working in their garden. The environmentalist does not buy new clothes that often, but when she does it is sustainably sourced.
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K E Y W O R D S…
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Today
Tomorrow
Staple Pieces
Timeless
Basics
Forever Modern
Sustainable
Future Forward
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SWOT ANALYSIS
STRENGTHS o One of the most sustainable brands in the UK o Strong social media presence
WEAKNESSES o Pre-existing sustainable brands o Not following trends
o Expanded collection ranges in 2020
OPPURTUNITIES
THREATS
o Expanding e-commerce platform
o Increasing manufacturing costs
o Expand in upcoming markets
o Known brands that are growing more sustainable
o Possible collaborations with brands
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COMPETITORS… o Plant Faced Clothing – UK
o SAYE - Spain
o BEEN London - UK
o Reformation - USA
o Stella McCartney – UK
o SassySpud - Ireland
o Wholesale Culture - USA
o Tove & Libra – Hong Kong
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URBAN FARM COMMUNITY
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LOYALTY… We believe that our consumers are what makes our brand flourish. We want our consumers to regularly return to us to purchase our garments because they are the key ingredient to Urban Farm’s community building. We want our customers trust in our brand to be forever growing. We like to think our Recycle Based Reward Scheme contributes to this as well as our simply stunning sustainable garments.
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CONNECTING
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Having a strong digital presence is essential for our brand. It is one of the biggest tools to be able to reach our existing customers and attract potentially new consumers. We believe in providing our consumers with a sense of real personal connection and Urban Farm’s caring service providers. Our online presence provides us a simple, direct way to answer customer questions, provide updates about the brand, instant customer service and interact daily with our brand community.
MARKET RESEARCH Urban Farm encourages our consumers to share stories and experiences about our brand, either to us directly, or over social media using our handle @Urban__Farm or our hashtag #UrbanFarm. By this they can exchange ideas, style tips, or even recommend changes to a particular product. This is great for us because we take these comments into consideration and implement requests and innovative suggestions into new designs.
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BENEFITS Ultimately, we want our brand community to be a part of us by doing a lot more than just purchasing our products. They have the ability to power Urban Farm’s growth. By building an engaged community, we encourage more advocates to share their love for Urban Farm. We are creating a differentiation between Urban Farm and our competitors.
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BRAND DEVELOPMENT 24
LOGOS
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SIMILAR LOGOS Urban Farm has rejected the logo idea of just having the initials of the brand present. We are keeping our full brand name and adding a seedling logo. Most fashion and apparel brands are using their brand name and a small logo too.
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FINAL LOGO
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COLOUR PALETTE
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LOGO CONCLUSION To conclude about our logo, we have taken word placement, colour palette and typography into consideration. Our logo will appear white against our sage green background or against a black background. On the flip side, Urban Farm’s logo will appear black against a white background only. The same applies to our seedling logo, which is always positioned on the right-hand side of our brand name. The seeding represents growth. Growth in Slow-Fashion. Growth in a more ethical fashion industry. Growth in conscience buying. Growth in our Brand.
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TYPOGRAPHY Avenir Next LT Pro Light Bold, is the display font used for logo, headlines and body.
Uppercase
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ABCDEFGHIJKLMN OPQRSTUVWXYZ
Lowercase
abcdefghijklmn opqrstuvwxyz
Numerals
0123456789
OUR RANGE 31
OUR RANGE ❑ TIMELESS STAPLE COLLECTION WOMEN: Blazers, organic statement t-shirts, recycled cotton jeans, organic cotton dresses, silk loungewear, organic cotton sleepwear. ❑ TIMELESS STAPLE COLLECTION MEN: Organic statement t-shirts, recycled cotton jeans, recycled polyester fleeces, recycled cotton & polyester blend hoodie, organic cotton sleepwear. ❑ SEASONAL COLLECTION: A collection of 10 garments for womenswear and 10 garments for menswear. More trend focused than the Timeless Staple Collections. Colour palettes changing seasonally.
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URBAN FARM
Womenswear SS/21
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URBAN FARM 34
Menswear SS/21
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I M P A C T
BUZZ
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The meaning behind Urban Farm’s brand is ‘Urban’ meaning new, fresh modern, and ‘Farm’ meaning, organic and sustainable. We are one of the UK’s sustainable leading brands within the fashion industry, creating a buzz and translating to our customers what is relevant in today's world, ultimately influencing the buying behavior within the industry. We are generating a demand and showing out consumers how our brand can make a difference.
COVID–19 Throughout the pandemic, various major fashion brands and retailers had cancelled orders, including products already made and waiting to be sent to stores, and delaying payments to their suppliers. Homeworkers were unable to access support from brands or the government as they aren’t in legally recognized employment; the migrant workers who have lost their jobs and the cotton farmers unable to harvest their fields.
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The pandemic only proliferates the need for industry-wide, systemic, change. Many of the human rights issues we look at throughout this course have gotten worse since the beginning of the global pandemic. Transparency is a vital step towards a more sustainable future for the fashion industry. What we can’t see, we cannot fix. That is why Urban Farm publish information about who our suppliers are and how we do business with them.
R E F E R E N C E S
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ABLE. (2019), 5 Sustainable Fabrics To Add To Your Ethical Wardrobe, (Online), (Accessed: 7 th July 2019), Available: https://www.livefashionable.com/blogs/updates/5-sustainable-fabricsto-add-to-your-ethical-wardrobe GREEN&GROWING, (2021), Top 5 Sustainable Fabrics For Environmentally Friendly Clothing, (Online), (Accessed: 7 th July 2021), Available: https://www.greenandgrowing.org/sustainable-fabrics-ecoclothing/ Nini, J. (2017), New SLOW Fashion Festival Will Debut at Adelaide Fashion Festival 2017, (Online), (Accessed: 7 th July 2021), Available: https://ecowarriorprincess.net/2017/09/slow-fashion-festival-debutadelaide-fashion-festival-2017/ Pearson, C. (2020), How Millennial Shopping Habits Are Changing Fashion, (Online), (Accessed: 7 th July 2021), Available: https://www.abcmoney.co.uk/2020/11/23/how-millennial-shoppinghabits-are-changing-fashion/ Sarkar, S. (2021), Indian Millennials Lead Movement For Slow Fashion, (Online), (Accessed: 8 th July 2021), Available: https://mediaindia.eu/environment/indian-millennials-leadmovement-for-slow-fashion/
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SustainYourStyle. (2020), The Fashion Industry Is The Second Largest Polluter In The World, (Online), (Accessed: 8 th July 2021), Available: https://www.sustainyourstyle.org/old-environmental-impacts Perry, P. (2018), The Environmental Costs Of Fast Fashion, (Online), (Accessed: 8 th July 2021), Available: https://www.independent.co.uk/climate-change/sustainableliving/environment-costs-fast-fashion-pollution-waste-sustainabilitya8139386.html Wilinson, M. (2021), Earth Day: Sustainable Fashion Brands – In Pictures, (Online), (Accessed 9 th July 2021), Available: https://www.theguardian.com/fashion/gallery/2021/apr/22/earth-daysustainable-fashion-brands-in-pictures MOTIF. (2021), Top 13 Sustainable Fashion Designers Making A Change In 2021, (Online), (Accessed: 9 th July 2021), Available: https://motif.org/news/top-sustainable-fashion-designers/ Wong, M. (2021), 16 Most Sustainable Fashion Brands (2021), (Online), (Accessed 9 th July 2021), Available from: https://earth.org/mostsustainable-fashion-brands/
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SustainYourStyle. (2020), The Fashion Industry Is The Second Largest Polluter In The World, (Online), (Accessed: 8 th July 2021), Available: https://www.sustainyourstyle.org/old-environmental-impacts Perry, P. (2018), The Environmental Costs Of Fast Fashion, (Online), (Accessed: 8 th July 2021), Available: https://www.independent.co.uk/climate-change/sustainableliving/environment-costs-fast-fashion-pollution-waste-sustainabilitya8139386.html Wilinson, M. (2021), Earth Day: Sustainable Fashion Brands – In Pictures, (Online), (Accessed 9 th July 2021), Available: https://www.theguardian.com/fashion/gallery/2021/apr/22/earth-daysustainable-fashion-brands-in-pictures MOTIF. (2021), Top 13 Sustainable Fashion Designers Making A Change In 2021, (Online), (Accessed: 9 th July 2021), Available: https://motif.org/news/top-sustainable-fashion-designers/ Wong, M. (2021), 16 Most Sustainable Fashion Brands (2021), (Online), (Accessed 9 th July 2021), Available from: https://earth.org/mostsustainable-fashion-brands/
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