TITLE PAGE
ETHICAL TRANSPARENCY PRINTS TO TAKE YOU FROM DAY TO NIGHT HONOURING CAMBODIAN ARTISANS
Why our company is called MADE WITH HER ?
90% of Cambodia's garment workers are women.
Many Women in cambodia suffer poor working conditions
and low pay minimum wage is set to 153 USD a month. yet many work outside the formal economy and there are.
many. women campaigning for
a ‘living wage’. Our initiative will. provide a living wage. 1
MADE IN... Cambodia
MADE BY... Artisans
MADE WITH HER... in mind for every woman
OPPORTUNITY WITHIN THE MARKETPLACE & SOCIETY 65% of adults are seeking to live more ethically than they did a year ago (Mintel, 2018)
61% are trying to encourage their family/ friends to be more ethical
(Mintel, 2018)
25-34
Women from are most likely to believe that it is worth spending more on quality clothes (Mintel, 2018)
Researchers and activists say working conditions have hardly improved for garment workers in third world countries (The Guardian, 2016)
Millennial women are more interested now in knowing where the products come from and want transparency from a brand (Mintel, 2018)
540+ workers at factories have described incidents of threats and abuse between January and May this year in Bangladesh, Cambodia, India, Indonesia and Sri Lanka (The Guardian, 2018)
OPPORTUNITY FOR PRINT, DRESSES & SEPARATES A/W 19/20 proved to be another strong season for
dresses, with this category holding the biggest share of the overall apparel mix (22%). Easy-to-wear and figure-flattering styles continue as a key message, blurring the lines between leisure and work. (WGSN, 2019)
The love for craftsmanship and painterly prints seen throughout trade shows picks up pace, as florals become more expressive for summer. (WGSN, 2018)
The overwhelming success of maximalism over the past couple of seasons has resulted in customers becoming more comfortable wearing bolder and brighter colours. This appetite is set to grow, as offbeat colour clashes emerge in head-to-toe prints. (WGSN, 2018)
60%
of women prefer buying Dresses (Authors own/Survey, 2019)
40%
of women prefer buying Separates (Authors own/Survey, 2019)
88% of consumers asked in a survey enjoy wearing prints prefer spending more money on print items compared 78%
to plain apparel. (Authors own, 2019)
OPPORTUNITY WITHIN JLP John Lewis have a clear long term sustainability focus “John Lewis Partnership has pledged to have a net zero carbon footprint by 2050, across all its stores, head offices and distribution centres.”(Drapers, 2019)
MADE WITHHER sits in the premium price group “23% of AB consumers said they had shopped with John lewis in 2018” (Mintel, 2018)
“Introducing brands that are centred on sustainability is a wise move as demand for ethically sourced and environmentally friendly fashions continues to grow, and this will help John Lewis to bolster its credentials in this area” - Samantha Dover (Mintel 2019)
92% of customers
would like to see more transparency in the fashion industry (Authors own/Survey, 2019)
"Fashion industry's current business model cannot work in the long term" - Francois Souchet of the Ellen MacArthur Foundation (BBC, 2019)
69% of customers
are actively looking for more sustainable brands (Authors own/Survey, 2019)
42% of John Lewis
customers are in the AB socio-economic group signalling the retailer could be moving into a more premium position in the UK clothing market (Mintel 2018)
CUSTOMER PROFILE 45 – 54 & 55+ Female Mother/Grandmother Gen X / Baby Boomer £50,000 or over 25 – 34 & 35 – 44 Female Millennial / Gen X No children or Young Children Management or higher position in
John Lewis Customer Profile (Mintel, 2018)
CUSTOMER MOOD BOARD
MARKET POSITIONING MAP INTERNAL
MARKET POSITIONING MAP EXTERNAL
PRODUCT RANGE MOOD BOARD
PRODUCT MIX
Options
% Mix
Dresses
10
25%
Skirts
6
15%
Trousers
3
7.5%
T-Shirts
4
10%
Reversible Designs
Camis
3
7.5%
Age Inclusive
Blouses
7
17.5%
Scarves
3
7.5%
Scrunchies
2
5%
Bags
2
5%
TOTAL
40
100%
Total of 40 products 82.5% Clothing, 17.5% Accessories Key categories - Dresses & Blouses
Size Range: 6-18 Wardrobe Staples Cost per Wear
Department
PRINTS & PATTERN
BLOCK COLOURS
PLANOGRAM OF RANGE
PLANOGRAM OF RANGE
PRODUCT RANGE ANALYSIS
ATTRIBUTE ANALYSIS
PRINT VS PLAIN
TOPS VS BOTTOMS PRICE ARCHITECTURE Price Range
Price
% Mix
Entry
£12 - £39
35%
Mid
£59 - £89
25%
Exit
£119 - £250
40%
Total
100%
PRICING STRATEGY Department Dresses
Pricing £129.00 - £250.00
Skirts
£119.00
Trousers
£89.00
T-Shirts
£35.00
Camis
£39.00
Blouses
£59.00 - £89.00
Scarves
£29.00
Scrunchies
£12.00
Bags
£29.00
• Dresses, Skirts, Blouses & Camis made of a silk viscose mix (65% viscose, 35% silk) • ‘Key Press Pieces’ 100% silk (smaller quantity buy) • T-Shirts 100% organic cotton
GOOD BETTER BEST
GOOD - £129
65% viscose , 35% silk
BETTER - £189
65% viscose , 35% silk
BEST - £249
GOOD - £59
BETTER - £69
BEST - £89
65% viscose , 35% silk
65% viscose , 35% silk
100% silk
100% silk
PRODUCTION & SOURCING STRATEGY We are sourcing all of our products from a cooperative in Cambodia that we found through website ‘Fairanita’. The organisation is made up of two co operatives supporting disabled women and is called ‘Team Cambodia’. There are 75 Artisans in total - we would look to expanding the number of artisans employed and due to the size of the range we will bring in responsibly sourced organic cotton from china in order to achieve both quality and margin. Every lady works according to her strengths within the cooperative to get the most out of the team and team cambodia offer extensive training in weaving, embroidery and sewing throughout the country. We realise the risk of placing all of our sourcing into one country however because of our ethos we believe this is an important part of our identity and have built time in the critical path for this. The cooperative mission:
“To improve the quality of life for women and girls throughout the region.”
FIBRE SOURCING 100% ORGANIC COTTON - Fibre grown and spun in China for cost purposes yet woven in the Cambodian Cooperative. 65% VISCOSE 35% SILK MIX - Fibres grown and cultivated in china for cost purposes yet woven in the Cambodian Cooperative, our most used fabric mix to get the luxurious properties of silk mixed the practicality and affordability of regenerated Viscose.
Our silk will travel via truck and boat from ‘Suzhou’ to the cooperative village just outside Phnom Penh (Maps via Google Maps)
100% SILK - Cultivated and spun in China woven in Cambodia (used for press release one dress and one blouse). COMPONENT SOURCING The only other component used in the production are buttons these will again be produced in China and shipped to the co operative in Cambodia.
Our product will then travel via boat and truck (6 Weeks) to the UK Distribution centre from Phnom Penh (Maps via Google Maps)
MARGIN OPPORTUNITIES Product
%Mix of Range
Country of Manufacture
%Core
%Fashion
Target Margin
Dresses
25%
Cambodia
70%
30%
62%
Blouses
17.5%
Cambodia
70%
30%
68%
Skirts
15%
Cambodia
70%
30%
70%
T-Shirts
10%
Cambodia
80%
20%
82%
Camis
7.5%
Cambodia
80%
20%
70%
Trousers
7.5%
Cambodia
70%
30%
72%
Scrunchies
7.5%
Cambodia
100%
0%
85%
Bags
5%
Cambodia
100%
0%
80%
Scarfs
5%
Cambodia
100%
0%
82%
Total
100%
Cambodia
82%
18%
75%
PRODUCTION & SOURCING JUSTIFICATION Why do we work with a co operative rather than traditional suppliers? More than 1000 people killed in rana plaza factory collapse alone. More transparency is needed in regard to supplier relationship with brands and brands relationship with consumer.
Why do we use organic cotton?
“Cotton production is now responsible for 18% of worldwide pesticide use and 25% of total insecticide use” “Toxic chemicals used in agriculture, the neuro-toxins that kill bugs, impact humans.” (Managing director of textile exchange. (no date). A CONVERSATION WITH LARHEA PEPPER, AN ORGANIC COTTON FARMER AND MANAGING DIRECTOR OF TEXTILE EXCHANGE).
“1,000 people die every day from acute pesticide poisoning and many more suffer from chronic ill health, such as cancers and leukemia, neurological diseases and reproductive problems including infertility, miscarriage and birth defects.” (Pan-uk. (no date). Pesticide Concerns in Cotton).
MARKETING STRATEGY
A
I
D
A
AWARENESS
INTEREST
DESIRE
ACTION
MADE WITHHER will launch with a fundraiser on International Womens Day.
The video will play in store on screens by the collection and on the JLP homepage.
There will be an Instagram account to interact with the customers through styling videos.
Press coverage of the launch event & ‘Press Pieces’ from the lookbook.
The social media platforms will show women of all ages wearing the same clothes.
The lauch event will double as a pre-shopping event, allowing those who attend early access to purchase the collection.
There will be a video with interviews exploring ethics and womanhood, both key integral elements of the brand.
This therefore allows action to be taken in supporting the workers in Cambodia.
LAUNCH STRATEGY The Launch Event will be a Fundraiser/pre-shopping event for the NGO that we are working with. Industry experts, Press and Representatives of the NGO will be at the Event to give talks and present MADE WITHHER. There are additional tickets for the public that will be given away on Instagram to attract the younger, millennial consumer. 100% of proceeds from the night will go to the NGO to further develop the project; helping them to ensure that everyone employed in Cambodia is offered a living wage. MADE WITHHER will officially launch on International Women’s Day. This is an ideal opportunity due to the brand’s USP. This strategy has already proven itself to be successful - Marvel’s ‘Captain Marvel’ was the biggest opening for a female lead film of all time which was assisted by it’s release date coinciding with International Women’s Day in 2019. (GQ, 2019)
VIDEO STORYBOARD
VIDEO CAMPAIGN The video will play on the JLP hompage and also in store on video screens beside the collection.
BRANDING & LOGOS
SWING TAGS Made from recycled paper, they will include personalisation features: • Each artisan will stamp their name on the tag of the garment that they have made • Customers can scan a QR code to find out who made the garments and how the co operative is supporting them • Customers also have the option to personalise - if the product is a gift they can write the recipient’s name on ‘Made for’.
MADEWITHHER
These elements of the branding will help to build customer loyalty to the MADE WITH HER brand as they will feel connected to the concept.
MADE WITHHER - in mind for you /CFG KP %CODQFKC /CFG D[ %JGC /CFG HQT
Pailin Wrap Dress £129 UK 12
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ONLINE EXECUTION
SOCIAL MEDIA EXECUTION
SOCIAL MEDIA STYLING VIDEOS
IN STORE PERSONAL STYLING Prints are a main focus for MADE WITHHER. This could make some customers wary of buying the products as print can sometimes be difficult to style. Alongside the social media styling videos, which will demonstrate how to style one piece in many ways. Stores with the facility of the Style Studio will utilise the benefit of having stylists to help the customers one on one; either through free personal styling sessions or general help on the shop floor. This will give the customers confidence and in wearing prints, in a way that they find suits them and their shape.
VISUAL MERCHANDISING • White backgrounds • Simple fixtures with wooden tops • Wood flooring • Not clashing with the high amount of print in the collection • Allows the garments to stand out • Wooden hangers
ADJACENCIES IN STORE • MADE WITHHER located adjacent to Loved&Found in selected John Lewis & Partners stores • The brand will be situated near sustainable brands, already featured within Loved&Found; as well as brands with a millennial demographic that MADE WITHHER aims to attract • In other JLP stores that do not feature Loved&Found MADEWITHHER will be situated next to AND/OR AND /OR
Loved&Found MADE WITH HER
CONCLUSION FUTURE LONG-TERM OPPORTUNITIES
• A more extensive accessories range • Extend into homewear • Expand the co operative in Cambodia - helping more people in the wider community • Campaigns with inspirational women from both the UK and Cambodia to build further publicity
ALINA ADZAMIJA ALINA15@ME.COM CHLOE FARWELL CHLOE_FARWELL@MSN.COM ESME INGRAM ESME.INGRAM@HOTMAIL.CO.UK GABRIELLA OWENS GABRIELLAROSE60@GMAIL.COM PAIGE FORRESTER PAIGEAFORRESTER@GMAIL.COM
BACK COVER
SARAH EBRAHIMOFF SARAHEBRAHIMOFF@AOL.COM