People Tree NORTHERN CREATIVES
PROJECT STRATEGY DOCUMENT
CONTENTS
CONCEPT NORTHERN CREATIVES BRAND ANALYSIS TARGET AUDIENCE MARKET ANALYSIS OBJECTIVES AND OUTPUTS BUDGET RISK ASSESSMENT PROMOTION SOCIAL RESPONSIBILITY MEASURING SUCCESS
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CONCEPT People Tree x Northern Creatives is an educational, inspiring and community driven campaign. As one of the first People Tree stand alone stores the Eco store is going to bring in a wide range of consumers, and engage with them in an interactive, entertaining and stimulating approach. Allowing consumers to learn about People Tree, while gaining and insight into sustainability in fashion and lifestyle in the forms of talks, fashion shows and workshops conducted by the inspirational brands and individuals that contributed to Northern Creatives. Based in Newcastle this campaign follows the North East heritage of Northern Creatives magazine and aims to bring together the creative, active and proactive communities in Newcastle.
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RATIONALE With People Tree having its first stand-alone store for six months it will increase its brand awareness offline. Introducing consumers to the brand’s way of life offline is an important step forward in strengthening the bond with consumers and expanding its outreach in the UK and the North. This strategy explores People Tree’s first stand-alone store in the UK, from the store design, promotion and budget to the strategy and the use of a Northern community helping to increase the brand’s awareness. The campaign aims to give the brand a new, refreshing take on some of its outputs aiming to get People Tree recognised further through its refreshing new image. This campaign is currently needed as sustainability in fashion and society continues to be a prominent subject. Especially with fast-fashion brands such as Zara and more recently Mango bringing out sustainable lines, a decision that does not appear 100 percent authentic. Fast fashion is currently creating an environmental crisis with around 80% of clothing thrown away ending up in the landfill. (1) As well, it is increasingly becoming a social issue, with disasters such as the Rana Plaza Factory disaster which killed more than 1,143 people and left more than 2,500 people injured. The factory homed fast fashion brands such as Mango, Monsoon, Primark and Walmart. (2) People Tree embraces 100 percent sustainability within its brand, now is the perfect time for the brand to promote itself and show the beautiful garments the authentic sustainable fashion brand provides. People Tree needs to become increasingly visually inspirational while maintaining ethical clothing as its core value. Creating an offline connection for consumers and redesigning its brand image to be more inviting and stimulating will potentially gain a higher consumer following for the small brand. People Tree have a very strong brand story and ethos, this is a chance to inspire consumers through all aspects of the brand. Market research demonstrates now is the right time to launch a campaign like this and test this concept with consumers. Consumers want to know more about ethical fashion and access the information in a place that they can learn from and be inspired.
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LOCATION As well as being in collaboration with Northern Creatives, which is based in the North East and a celebration around brands, charities and creatives embracing sustainability within their work, Newcastle city centre is the perfect place to hold the Eco Store. Although People Tree is a London based brand, London is not traditionally known for its community feel, whereas Newcastle has this characteristic. With a vast amount of shops, universities and consumers of all ages continually flooding the streets of Newcastle, the busy city centre has the perfect community feel to launch this celebratory event. Livia Firth who set up Eco Age in London ended up closing down the store to focus on launching the brand online, it is questionable if it closed down because of the lack of community and interest as London is so vast, proving how this Eco Store could work more effectively in a smaller city (3). Newcastle is one of the greenest cities and is expected to be the greenest city in the UK by 2050, with Newcastle City Council aiming to eradicate carbon emissions in their area in the next 35 years. It currently holds a low carbon footprint of 6.8 tonnes per year and has green schemes in place such as extending recycling facilities to flats and the installation of charging points for electrical vehicles in and around the city. Northern Creatives and this eco-active city will help People Tree celebrate its ethos and values in a city that represents them perfectly. (4).
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NORTHERN CREATIVES Northern Creatives is a publication founded in 2016, based around sustainable businesses in the North East, issue 1 Celebration was released in January 2017. The whole concept of Northern Creators is finding businesses and brands in the North East who are embracing sustainability within their work. From longevity to end of the line yarns it had interviews in with furniture producers, jumper curators and charities to name a few. As Newcastle is one of the greenest cities in the UK it is based solely in the North East and gives light to businesses who may not be in the spot but deserve to be recognised for their hard work in keeping their businesses, products and services sustainable. People Tree working with Northern Creatives seems the perfect fit, both brands hold an ethical and sustainable ethos within their work and it is a great opportunity Northern Creatives to come to market in its hometown.
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BRAND PROFILE
1991 Safia Minney first created Global Village in 1991 as an environmental campaign, after finding out how little Japanese people knew about sustainable living. Global Village became the foundation of her own fashion label.
2001 In 2001 People Tree launched in the UK and was based in London.
1999
1998 In 1998 the first People Tree flagship store was opened in Tokyo
2013
In 1999 People Tree expanded to England
2017
After much demand in 2013, the brand set up its own online mail – order business.
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Today the London-based brand has expanded into twenty different countries including UK, Europe and the United States and is sold in around 500 stores such as John Lewis and ASOS.
BRAND ANALYSIS People Tree is recognised by consumers and the fashion industry as a pioneer in environmentally sustainable fashion. It is partnered with fair trade producers, garment workers, artisans and designers in the developing world. The brand offers an alternative to fast fashion. In 2016 the brand was shortlisted for the 2016 Sustainable Design Team Category at the WGSN Future Awards. The brand has five environmental policies they aim to achieve through producing ethical fashion: to promote natural organic farming, to avoid polluting substances, to protect water supplies, to use biodegradable substances where possible, and to recycle materials where possible. It is 100% sustainable through its supply chain and garment making process; while currently supporting 34 Fair Trade groups in 12 developing countries. People Tree implemented the first supply chain for organic cotton and are the first brand in the world to achieve GOTS (Global Organic Textile Standard) certification for a supply chain located in the developing world. People Tree has used brand ambassadors in order to increase awareness to its target audience, from 2010 to 2011 brand ambassador Emma Watson was used to create a higher awareness in the United States and higher wholesale revenue overseas. More recently the brand appointment long time People Tree model Lauren Gold its brand ambassador. In August 2015 the brand re-launched the website and launched a German spoken website design during the autumn of 2015. Today the London-based brand has expanded into twenty different countries including the UK, Europe and the United States. People Tree’s garments are now sold in around five hundred stores including ASOS.com, John Lewis and House of Fraser, but does not as of yet own its own bricks and mortar store. (5)
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WEBSITE AND LOOK BOOK Essential to the People Tree strategy the website offers access to all areas of the brand. It allows consumers to interact with the brand’s blog, The Thread and, it allows them to read the monthly issue of The Eco Edit, which looks at sustainable areas in our lives other than just fashion. The website provides a seasonal look book based on their current collections and ways to style them accordingly, giving consumers a look ahead to the next season. (6) The website offers consumers information about the work that People Tree create, one of the main offerings is being able to meet the workers who make the garments. Consumers can learn about the cotton, standards, practices, and ethics the brand holds in a transparent format. Giving the brand an authentic and personal feel. The website could be seen as being quite a broad platform as it does hold a lot of content for consumers to look through, but it does allow consumers to gain an insight and feel part of the brand they are buying into. The photography for the collections on the website and throughout the look book is very studio based. Colour and inspiration is not a major factor and the photographs struggle to stand out on the page. This is something this campaign plans to improve for the People Tree consumer.
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THE THREAD People Tree have their very own blog put together by a team at People Tree, it started in 2013 and is updated regularly. It is spread across four sections, fashion, lifestyle, behind the threads and chain reactions. Fans can immerse themselves in the best festivals, fair trade food and drink restaurants, behind the scenes of People Tree’s photo-shoots, sustainable gift ideas, charity work that different members of People Tree have previously taken part in, tracing cotton threads, celebrating different events such as women changing the fashion industry and world earth day, along with alternative clothing shows. There is a wide range of content with something new uploaded daily. (7) This will be a great platform to reach consumers online who do not use social media, giving them a chance to see footage of the events happening in the Eco Store.
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THE ECO EDIT This is a monthly magazine based around more than just fashion; it is a lifestyle, fashion and beauty publication. Everything within the publication is based around being ethical and sustainable. Features that consumers can submerge themselves in include, street style where contributors style their personal favourites from the season’s collections, take a look behind the scenes at People Tree, organic beauty and they mark important dates such as, Fashion Revolution Day and World Fair Trade Day. The Eco Edit’s photography and layout has a more impactful feel than its look book and website, inspiration will be taken from this in order to redesign the look book. (8)
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PREVIOUS COLLABORATIONS PEOPLE TREE X ZARA RHODES For Autumn / Winter 2015, People Tree collaborated with Zara Rhodes, known for her bold iconic prints the collection was an exciting move for People Tree and a real step into designer fashion for the brand. Consisting of tops, dresses and jumpers, the designs were certainly bold and different. (9)
PEOPLE TREE X ORLA KIELY Spring / Summer 2015 saw Orla Kiely collaborate with the ethical brand. She bought some of her iconic Wallflower prints to the garments as well as a colour pallet of soft grey, natural greens and summer pinks. (10)
PEOPLE TREE X SIMEON FARRAR People Tree collaborated with art designer Simeon Farrar, he is the founder of Black Score, and he created playful political t-shirts and sweatshirts for the brand. The collection comprises of prints and motifs designed to make people look twice. (11)
PEOPLE TREE X NORTHERN CREATIVES People Tree x Northern Creatives fits in perfectly with previous collaborations but gives a little twist as it is not with a designer but, a publication. All the previous collaborators share the same ethos as People Tree. They all want to make a difference and create the best ethical fashion brand there can be. Similarly, People Tree x Northern Creatives want to celebrate, teach and educate consumers about slow fashion.
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PREVIOUS CAMPAIGNS PEOPLE TREE AND BOMBOLULU: THE WHEELCHAIR CAMPAIGN Bombolulu Workshops is a Fair Trade social business in Mombassa, Kenya. People Tree partnered with Bombolulu to create beautiful handmade jewellery in brass and silver plate. The brand is also partnered with Bombolulu to donate wheelchairs to children. The wheelchairs make a powerful difference in the lives of children and their families, allowing children to go to school and to socialise in their communities. Having a supportive wheelchair can help a child grow stronger and develop new skills. For every 300 pieces of Bombolulu jewellery worth at least £10 per item that People Tree sold, it donated a wheelchair to one child. (12)
RAG RAGE CAMPAIGN People Tree strongly believes it is time for the fashion industry and consumers to take responsibility for the dangerous working conditions, and exploitation endured by garment workers to ensure it is stopped. This campaign is a petition stating: 1. We are challenging brands which source or have sourced from these factories to fund immediate compensation for the injured and the dead for loss of earnings over each worker’s lifetime. 2. We are challenging brands sourcing in Bangladesh to withdraw from contracts unless the Bangladesh Fire and Safety Agreement is enforced. 3. We are agreeing, “Until this happens I will buy less fast fashion, buy more second-hand fashion and more Fair Trade fashion”. (13) #5LOOKSCHALLENGE Consumers have to choose five pieces of ethical clothing, which, can even be products from other ethical brands just not fast fashion, create five looks for different occasions and with consumers fashion rules in mind, share their looks on Instagram and other social media platforms, one every day, using the hashtag #5LOOKSCHALLENGE to show off their different ethical looks. (14) #SUSTAINABILITYMEANS This campaign will fit in well with previous campaigns, the brand does lack online campaigns, such as social media competitions, a factor that will reach out further to its online consumers. However, although not a physical campaign the social media campaign is still about raising awareness of the fast fashion industry and bringing to light ethical fashion. 12
SOCIAL MEDIA People Tree is currently operating seven social media channels; Instagram, Pinterest and Facebook appear to be the most popular in terms of content, followers and consumer engagement. Pinterest is a really different platform for the brand, they produce more street style photography, it is very inspirational and far from the brand’s usual studio photography. Inspiration is taken a lot from bloggers on its Pinterest page. The various platforms upload photographs, videos, and articles promote new collections and keep readers up to date with the latest ethical fashion news. The brand does not post on social media platforms such as YouTube or Google+ very regularly. This is an aspect the brand will aim to improve throughout this campaign. Aiming to gain more followers on all platforms and get a higher consumer engagement with consumers online.
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PLATFORM FACEBOOK
USERS
FREQUENCY
CONTENT
32.4K followers
A couple of posts per day
New collections, links to campaigns they support internationally, sustainable fashion article links, retweeting consumers / blogger who have put People Tree collections together Pictures, lifestyle, foods, new People Tree collections, personal travel photographs about People Tree, behind the scenes photos Behind the scenes shoots, How to take care of People Tree clothing, Videos of People Trees work in India, Interviews with collaborators e.g. Orla Kiely, Behind the CONTENT scenes of People Tree at LFW New collections, bloggers, social media campaign contributors, workers abroad who make People Tree garments, promoting sales in stores, job advertisements.
61,177 likes
One post per day
TUMBLR
YOUTUBE
1,941subscribers
Every 4-6 months
PLATFORM INSTAGRAM
USERS
FREQUENCY
45.7K followers
At least one post per day
4.5K followers
A couple of posts per month
GOOGLE+
278 followers
Every 2-3 weeks but haven’t updated in around 30 weeks
Videos, new collections, articles about People Tree or about sustainable fashion, bloggers, campaigns
People Tree’s seasonal garments, how to style them in various ways, more street style blogger photography rather than studio based. Eco – concept store videos, People Tree’s brand mission video, Spring Summer collection preview video,
ENGAGEMENT
Getting above an estimated 20 likes on posts and a few shares on most posts, no direct engagement with consumers A few likes or retweets on most posts, quite a lot of direct consumer engagement through replying to consumers tweets N/A
Videos are gaining anything between 137 views – 13,908 views
ENGAGEMENT Most posts are gaining over 200 likes and a few comment, not a lot of direct consumer conversation
N/A
N/A
TARGET AUDIENCE People Tree’s target audience is currently based on consumers in their 20’s - 30’s. A woman who enjoys fashion but also strives to be sustainable and ethical when purchasing garments. She has a strong interest in lifestyle amongst keeping fit and trying to lead a clean healthy lifestyle. She enjoys yoga on a weekly basis and often reads up on how to eat and live sustainability. She enjoys socialising with friends on the weekend and working on her fashion blog. She is an independent woman who is eternally curious. By having Emma Watson and Lauren Gold as its brand ambassadors, People Tree is actively reaching out and targeting a younger consumer profile, however, this could be limiting the brand’s maximum engagement. People Tree x Northern Creatives is aimed at People Tree’s target audience, but it also aims to broaden its target audience, getting older, and younger ages involved. It does not have to just be fashion conscious consumers, but consumers that enjoy lifestyle, health and fitness, crafts or food and drink. A consumer that perhaps aspires to become more ethical in his or her lifestyle, or even consumers who are just starting to gain an interest in fashion.
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THE YOUNG CONSUMER 13 - 19 Still at secondary school Has an active and growing interest in fashion and new trends Enjoys socialising with friends Uses social media a lot Enjoys blogging during her spare time Starting to gain an interest in make up and make up brands
THE TRENDY FASHION CONSCIOUS CONSUMER 20 - 30 Fashion conscious Social media intern Blogger Enjoys going out for dinner University educated Keeps up with the latest trends but strives to be more sustainable in life Enjoys fitness
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THE LIFESTYLE AND FASHION CONSCIOUS CONSUMER 40 - 50 Married with one child Enjoys cooking & baking Works part time in an office environment Getting into social media Enjoys socialising College educated Getting into fashion, striving to become more sustainable in every aspect Loves lifestyle and interiors Enjoys relaxation fitness such as yoga
MARKET ANALYSIS HIGH QUALITY
With the UK clothing market being so large People Tree does face a lot of competition, especially as larger brands such as Zara, H&M and Mango are releasing sustainable lines of their own. With People Tree’s price point and high-quality clothing it will join a number of competitors in the market, however, with a unique 100 per cent sustainable USP the brand does have a high advantage.
& OTHER STORIES X PEOPLE TREE
LOW PRICE
x JOHN LEWIS
HIGH PRICE
x ASOS
x ZARA JOIN LIFE x H&M CONSCIOUS COLLECTION
LOW QUALITY 17
x Strong brand message, ethics and values x Strong story x Good product range x Good digital presence x Good global reach x No other fashion brand has as much ethical transparency x Excellent Quality products x Can claim to be 100% ethical
x Similar brands in department stores such as ASOS selling their own collections x People not taking to the brand as they are not fast fashion-based brand x Competitors can employ larger budgets x Competitors have stronger identities x The brand is currently only small x The cost of having a store for six months could be too high x Other brands have more inspirational websites that are eye-catching and more tempting to shop on x Consumers can sometimes see ethical fashion as not being on trend with designers
STRENGTHS
THREATS
WEAKNESSES
OPPORTUNITIES x The chance to create and have a People Tree store x The chance to increase following, engagement and post numbers on social media platforms x A chance to make the brand better known to fashion conscious consumers and communities x Work with brand ambassadors to promote slow fashion x Promote Slow Fashion Movement x Make the store a community place to visit x Increase advertising and brand awareness offline and online x A chance to liven up the photography and image of the brand
x Not lifestyle focused x Lacking on some social media platforms, Google+ and YouTube x Only online and in selected department stores and boutiques x A small brand so has a small marketing budget compared to competitors x Not enough advertising they aren’t the first brand you think of when you think ethical clothing x Bigger brands are bringing out ethical clothing lines x Uninspiring imagery x High price point
STRENGTHS
WEAKNESSES
Popular high street brand High street available Has a sustainable collection with ethics behind it Very on trend Prices are reasonable Strong online and offline presence Post on social media frequently
Part of fast fashion cooperation Poor quality Has had poor press in connection with slave labour Currently have a poor image / reputation
STRENGTHS
WEAKNESSES
Trustworthy Easy and affordable Free delivery and returns The website is easy to navigate A well known, popular brand to shop with Has a sustainable section to the site Strong consumer engagement through social media and through email marketing
Poor quality A lot of competitors to compete with on the site Runs alongside fast fashion brands The range of ethical clothing is not very big, especially for different target audiences
STRENGTHS Continually expanding their sustainable goals in all stages of its business (Recyled cosmetic containers - 10% off for consumers) Fashion, lifestyle and cosmetics Good locations, a worldwide brand Strong brand image online and offline Great online presence especially on Instagram
WEAKNESSES Not a lot of stores in the UK High Prices Linked with H&M who have faced slave labour backlash
SWOT People Tree is 100 percent ethical in all aspects of its brand; with excellent quality products and an excellent digital and social presence, the chance to promote the campaign to consumers will be easy for the brand. It is a brilliant opportunity for the brand to trial its own bricks and mortar store. It will give People Tree the chance to work on targeting consumer’s offline, increasing their following on social media as well as publishing more content while creating inspirational outputs. It will allow the brand to liven up and refresh its imagery in order to engage and excite its consumers. Compared to its major competitors in the marketplace, People Tree has one major advantage; it is not linked through the media with any negative press. However, other brands are currently more international and are recognised in the marketplace by consumers. This campaign will aim to improve People Tree’s visibility in the marketplace by using their main advantage point.
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x UK minimum wage for all employees x UK health and safety
POLITICAL x The fashion industry is one of the highest contributors to global warming x Environmentally friendly packaging, leaflets, and paper will be used for the campaign x The store will be created from old or reused furniture x Aim to dispose as little waste as possible throughout the course of the event x Reduces waste x Promoting sustainable brands
ENVIRONMENTAL
LEGAL
x Compliance with EU and UK trading laws x Equal opportunities when employing members of staff x Employers on minimum wage x Brexit uncertainty could affect the price of garments and the price of the store.
x High levels of unemployment in the UK x Lack of UK consumer confidence in brands x Promoting unknown creatives in a local area.
ECONOMICAL
SOCIAL
x Brands are affected by trends which then affect consumer spending x Campaign brings together a community to learn in new ways x Rising interest in green issues especially within the fashion industry and environmentally
TECHNOLOGICAL
x Developments in technology means brands are depending on social media as a outlet for sales x Shift to online shopping means consumers are no longer visiting the high street x Having so much content online, consumers can sometimes crave the in store shopping experience that they do not experience online,especially if its a different store concept
PESTLE Creating a community campaign allows local individuals and brands to become a part of a bigger brand and increase their promotion locally, as well as creating short term and possibly long term job opportunities, as well as having a positive environmental impact socially and environmentally.
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PRODUCT Compared to competitors such as Zara, H&M and Mango, People Tree’s main advantage is that it’s 100 per cent ethical in all areas of its business. This is a truly unique store concept for any high street fashion brand of late. The Eco Store will be the first of its kind, selling People Tree’s clothing whilst offering its consumers a unique experience in an explorium retail store concept. PRICE The price of People Tree garments is quite high, however, of a brilliant quality and will give the consumers the piece of mind that the worker who made their garments works in safe conditions while earning a good wage. The price of the tickets for the events is £6 (some prices are higher due to the cost of the event), this is a reasonable asking price, each £6 will contribute towards the running of the event, as the brand is only still small with a small marketing budget. Food and drink will be provided at most of the events, while at the workshops all the materials will be provided for the guests. PROMOTION Promoting the collaboration and Eco Store will be conducted through social media, there will be a social media competition called #sustainabilitymeans, which will aim to engage more consumers online, therefore increasing the brand’s awareness. It will be promoted offline, in order to engage the local community, a press release will be sent out and eco-friendly leaflets, flyers and poster will be distributed across the city. There will also be a big attraction for consumers throughout the six months that will be sure to have a major impact on consumers way of thinking towards fast fashion garments (see Promotional Document). PLACE The event and campaign will be held in Newcastle as it is in collaboration with magazine Northern Creatives. It is also one of the greenest cities in the UK and has a brilliant community feel. The campaign aims to celebrate Newcastle as a green city, Northern Creatives as a publication embracing sustainability within its content and People Tree as an ethical fashion brand. PACKAGING People Tree will use existing packaging it currently has in its warehouse; there will also be reusable People Tree bags for sale. When packing up the store, recycled storage boxed will be used. POSITIONING The event is aimed to be an inspiration, educational store while prompting People Tree and Northern Creatives at the same time. With great quality clothing and well thought through events at the Eco Store, it will be a place of fun, fashion and community, with the best teachers, creatives and locals to guide consumers through the slow fashion concept. 23
MARKET ANALYSIS According to Mintel, 76 percent of adults pay attention to ethical and green qualities including manufacturing, distribution processes and the reputation of a brand when shopping. It states that women tend to show a higher concern when it comes to fair trade, organic cotton and natural credentials, generally being motivated by savings and innovation in ethical and green properties. Women aged 45 and over are more likely to be concerned about clothing processes and garments being Made in Britain and ethical countries than younger consumers, however, with big brands such as Zara and H&M bringing out sustainable lines, it consequently means younger audiences are becoming increasingly aware and conscious about sustainable fashion likewise. While also stating that companies need to be communicating ethics to different generations, not just one, whilst improving the visibility of a brands Corporate Social Responsibility. (15) Primary research demonstrates it is clear that consumers would be 100 percent in favour of visiting a store that holds events like The Eco Store plans to. Slow Fashion is often talked about on the catwalk or in general terms of sustainability but is not a very accessible subject. Participants stated that it is a good way to learn while having a fun experience and they would like to visit as it means the information will become more accessible, they stated they felt they could gain a real insight into the fashion industry. Proving just how now is the right time for this campaign, 100 percent of participants stated they would be interested in buying ethical clothing, as through the news their eyes have been opened as to the damage that fast fashion can create, and if garments were made more ethical in both production and how workers are treated they would be interested in buying into it. People Tree represents this brilliantly and showcases why the brand must be brought to the forefront of the market showing consumers that this is already accessible. By targeting all ages for the campaign, it means we can engage a large number of consumers to really get engaged with ethical fashion.
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OBJECTIVES
AND OUTPUTS
To gain a higher following for People Tree as a brand To get a higher following on all social media platforms To get consumers aware of slow fashion and improve other areas of their lifestyles to become more sustainable To incorporate a community within the brand To make the Eco Store as environmentally friendly as possible in line with People Tree’s brand values To educate and inspire consumers into a new way of thinking To incorporate all ages to come and join in the events To develop People Tree’s creative outputs, making it more inspiring and pleasing to the eye To celebrate local brands through a bigger brand
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STRATEGY People Tree x Northern Creatives is based on community involvement, getting the community of Newcastle involved in these creative, diverse activities means they get the chance to absorb sustainability in all areas of their lives, including fashion. If the brand creates a community feel, then it will give the brand a bigger personal feel for consumers. Lauren Gold as the lead brand ambassador will certainly create a buzz around the event, as a model for People Tree, she has the right knowledge, online skills and brand experience in order to be able to excite consumers, engage with them, whilst be a celebrity leader for the campaign. Emotionally the campaign aims to connect with consumers through previous fast fashion events that have occurred. Aiming to show consumers, the devastation fast fashion can cause, and open their eyes to behind the scenes footage consumers do not think about when buying into fast fashion.
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TACTICS During January 2018 a press release will be sent out informing local newspapers, such as the Chronicle and local magazines about the Eco Store. Another press pack will be sent out during January 2018, to remind the business about the event and to include the information in their January and February issues of the magazine/newspaper. Social media will be used to promote it online, as well as People Tree’s blog, The Thread. As well a social media competition #sustainabilitymeans which will be running for six months, promoting and engaging consumers online. Posters, brochures and flyers will be used to support the offline promotion throughout the campaign, putting them in local cafes, restaurants, hotels, universities and shopping centres. There will be a big promotional event tapping into the devastation fast fashion can cause.
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ECO STORE The Eco Store will be a chance for People Tree to branch offline and experience selling its garments through a stand-alone store of its own. It will be a chance to engage with consumers in a new exciting and inspirational environment as well as teaching consumers the ethics and story behind People Tree in a bid to show consumers how to be trendy and ethical. The whole store will be constructed from recycled, redesigned or donated furniture and decorated through only up-cycled accessories. The store will also be created through items and supplies from Northern Creatives contributors, such as NOVOCASTRIAN’s furniture, food and drink supplies from The Journey cafe and removal vans borrowed from the creatives too. The events that are going to take place over the six-month period vary from talks from Northern Creative contributors giving an insight into their sustainable work, workshops on how to up-cycle your own old materials, documentary viewing, flower arranging, catwalks, City bike ride and yoga workshops. The events will take place in the three separate rooms on the first floor. There will also be a small cafe, the Eco cafe, where Adam Laing from The Journey will be bringing some of his fair trade produce over daily for consumers to enjoy while they shop, or wait for an event, this will be located on the lower ground floor of the store. The store is based at Newcastle City Centre, Grainger Chamber retail store, NE1 5JQ with a ground floor space and basement area. The store costs £80,000 for one year’s lease; this will, therefore, be negotiated for a six-month contract. The costing’s of the store will be a rough guide to the running of events and staff. This will not include the cost of everyday running or legal costs of the store. The costing’s also do not include online sales during the six month period. (16)
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LOOK BOOK The look book will be a chance for the brand to liven up its brand image for consumers, experimenting with different looks, tips on how to make old garments on trend and use People Tree’s clothing to inspire consumers to convert to slow fashion. The look book will have a minimal yet impactful layout and colour tone as well as be on brand while subtly developing the brand. It will be 30 pages long, full of inspiration for consumers and it will be available in the Eco Store and online. The cost of the look book will consist of local models from Tyne Tees Models, photographer and a studio from Banana Studios and makeup artist Diva Dust. It is expected to cost an estimated £1,113. These costs will not include any legal or insurance costs but are a guide to how much it will take to produce the look book.
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W I N!
SOCIAL MEDIA COMPETITION The social media competition will give the brand a chance to connect with its target audience while growing its social platforms and followings in a fun and engaging way. By having consumers upload their views on slow fashion using the hashtag #sustainabilitymeans, it allows consumers to think and explore different definitions behind ethical fashion. The competitors could win themselves some exclusive garments from the Spring / Summer 18 collection. It will increase engagement throughout the campaign and allow consumers who are unable to make it to the Eco Store to still be able to be a part of the campaign through videos and photographs.
People Tree NORTHERN CREATIVES YOU COULD WIN! As Part of People Tree x Northern Creatives Eco Store launch we are giving you the chance to win exclusive sustainable pieces from the People Tree Spring / Summer 2018 collection. All you have to do is upload a photograph to any of our social media channels defining what sustainability means to you, using the hashtag #sustainabilitymeans. You could also feature on our website and on the wall of our new Eco Store. For more information about the competition and Eco Store visit www.peopletree.co.uk
People Tree will be hiring three brand ambassadors to run and promote the social media campaign as well as uploading general content throughout the six month period, therefore the estimated total is ÂŁ11, 340.
peopletreeuk People Tree x Northern Creatives is finally here. Today we are launching
our competition so for a chance to win exclusive sustainable pieces from our upcoming Spring / Summer 2018 collection just follow the instructions above. For more info and to check out the Eco Store events go to www.peopletree.co.uk #peopletree #ecostore #sustainabilitymeans
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BUDGET The budget would primarily be working on the brand’s marketing budget for the year of 2017 / 2018. All of the costs have either been quoted or estimated. This is a rough guide to how much the Eco Store will cost for a six-month period running for five days a week with an entry ticket price of £6 per person, excluding some events. The costs are not always 100% accurate and therefore some have been estimated.
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BUDGET AND LOGISTICS OPENING DATE | 01 FEBRUARY 2018 - 01 AUGUST 2018 LOCATION | Newcastle City Centre, Grainger Chamber retail store, NE1 5JQ (8) SPACE | 2,339 sf Ground floor and basement PRICE | £80,000 PA (Negotiations would be made on this price as it will only be needed for six months) TIMELINE
FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST
Store opening 01/02/2018
Store Closing 01/08/2018
TOTAL COST | £40,000
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ECO STORE BUDGET AND LOGISTICS TIMELINE SEPTEMBER OCTOBER NOVEMBER DECEMBER
JANUARY
FEBRUARY
Source shop fittings / start work on the store Find or buy all recycled or hired furniture Start work on the store to ensure ready in time, should take 5 days Put the sign on the Eco Store, ensure all electrical and health and safety is complete Move all the furniture in and ensure ready before the end of the month with all safety checks complete Eco Store opening
BUDGET
FURNITURE HIRE CASH DESK HANDYMAN / CONSTRUCTION ACCESSORIES FLOORING STORAGE AND REMOVAL IT STORE SIGN
Furniture Hire UK: 45 Chairs = £7,914 a month & Hire sustainable furniture from NOVOCASTRIAN (9) EBay: £75 (10) Jim Newcastle handyman: 7 hours per day for 5 days | £700 Etsy: Reclaimed / recycled wood for shelves / storage | £1,302.03 Bert & May: Reclaimed / recycled tiles | £110 NOVOCASTRIAN and The Journey | use big vans therefore less trips iZettle: Card reader & Levono: 3 tablets | £244.65 Vista Print: Outdoor sign, 122 x 244cm | £82.97
TOTAL COSTS £50,188.58
TICKET PRICES
£6 per ticket for an event, some prices vary due to the limited number of guests.
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LOOK BOOK BUDGET AND LOGISTICS SHOOT DATE | September 2017 LAUNCH DATE | February 2018 TIMELINE
SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY
Source studio, MUA and hairstylist (25th September). Source models (16th October), Garment fittings (31st October). Shoot run through (6th November), Shoot the look book (13th November). Put the look book into layout The look book is launched and goes live on the website.
BUDGET 3 MODELS MUA / HAIR STUDIO & PHOTOGRAPHER
Tyne Tees Models: £100 each + VAT | £390 Diva Dust: £50 per model | £150 The Banana Studio: Full day 8 hours | £160
TOTAL COSTS | £700
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PROMOTIONAL LOGISTICS MATERIALS | Press coverage, flyers, posters, social media coverage TIMELINE SEPTEMBER OCTOBER NOVEMBER DECEMBER
JANUARY
FEBRUARY
Start preparing press coverage, start preparing offline promotional materials. Start preparation for social media coverage. Put posters up around Newcastle City Centre, in local cafes, business and around universities. Begin social media promotion on four social media channels. Send out press release to local business and newspapers, continue heavy social media promotion, distributing more offline promotional materials, send advertorials to local magazines, and send short radio advertisement to local radio stations. Continue social media promotion and offline material distribution throughout the campaign.
BUDGET POSTER POST CARD LEAFLET
Genie Printing Company: Eco friendly A3 Poster 100GSM 500 copies | £105 Genie Printing Company: Eco friendly A5 post card flyer 250 GSM 2500 copies | £100 Genie Printing Company: Eco Friendly A4 170GSM leaflets 5,000 copies | £195
TOTAL COSTS | £400
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STAFF COSTS OPENING HOURS WEDNESDAY | 9am - 8pm THURSDAY | 9am - 6pm FRIDAY | 9am - 8pm SATURDAY | 9am - 8pm SUNDAY | 11am - 5pm
STAFF SHIFTS Staff 1 2 3 4 5 6
Wednesday 9-3 3-8 9-3 3-8 9-3 3-8
Thursday 9-6 9-6 9-6 9-6 9-6 9-6
Friday 3-8 9-3 3-8 9-3 3-8 9-3
Saturday 9-3 3-8 9-3 3-8 9-3 3-8
Sunday 11-5 11-5 11-5 11-5 11-5 11-5
Total 30 Hours 30 Hours 30 Hours 30 Hours 30 Hours 30 Hours
The six members of staff will be in charge of the everyday running of the store, leading the events, working on stock control, filming and photographic content for the website and social media as well as the upkeep of the store and stock take. There must always be three members of staff in the store controlling each room of the Eco Store to ensure maximum health and safety and wellbeing of consumers. WAGES 6 Staff members Working 30 hours per week £7.50 per hour TOTAL COSTS | £36, 450 (six months) 37
SOCIAL MEDIA CAMPAIGN LOGISTICS ACTIONS | All social media channels involved
OCTOBER
NOVEMBER DECEMBER
JANUARY FEBRUARY MARCH – JULY
AUGUST
Start preparations for the social media competition, sorting different content for different channels. Prepare the prize for the social media competition. Prepare to launch the competition, send a prior social media post on all channels, hinting at the competition. Launch the social media competition on all channels. Heavy posting about the social media competition. Continue heavy posting about the competition on social media, website and blog. The winners will be announced for the most inspirational post.
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BRAND AMBASSADORS COSTS The Brand ambassadors will be involved in the campaign throughout the duration of the six-months. They will be in charge of leading the events, posting on social media, putting content created in the Eco Store on social media (behind the scenes videos and photos) as well as promoting the store offline around Newcastle. LAUREN | Lead Brand ambassador for People Tree BETHANY | Brand ambassador for online content : Filming the stores events and uploading to social media and the website SOPHIA | Brand ambassador for the Eco Stores event ensuring a smooth running and in line with the brands ethics and offline engagement
Staff Lauren Bethany Sophia
Wednesday 3-8 12-7 9-3
Thursday 12-6 9-3 9-6
Friday 9-6 9-3 3-8
Saturday 9-3 2-8 2-8
LENGTH OF CONTRACT | 6 Months CONTRACT DATES | FEBRUARY 2018 - AUGUST 2018 HOURS AND WAGE | 31 hours per week / £7.50 per hour
TOTAL COSTS £18, 832 (six months)
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Sunday 11-5 11-5 11-5
Total 31 Hours 31 Hours 31 Hours
WEDNESDAY SHOP RUNNING COST ESTIMATED CLOTHING REVENUE | £1200 STAFF | £382.50
ELEANOR O’NEILL TALK ON MAKING SUSTAINABLE GARMENTS | 9 am - 11 am Ticket revenue | £150 Speaker | Eleanor O’Neill | £60 Refreshments | The Journey Cafe | £10 Ambassador | Sophia | RENEW & RELAX A YIN, RESTORATIVE & YOGA NIDRA WORKSHOP WITH PAMELA GALBRAITH | 11 am - 12 pm Ticket revenue | ( Ticket price £10) (Maximum 25 guests per session) £250 Leader | Yoga Lilies | £300 (Price negotiated) Ambassador | Bethany |
SUSTAINABLE FLOWER ARRANGEMENT WORKSHOP EMILY WISHER | 3 pm - 5 pm Ticket Revenue | Ticket price for this is £20 and a maximum of 15 guests | £300 Leader | Emily Wisher | £525 Refreshments | The Journey Cafe | £10 Ambassador | Lauren | TOTAL REVENUE | £1,900 = £51,300 (six months) TOTAL COST | £1,287.50 = £34,762.50 (six months)
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THURSDAY SHOP RUNNING COST ESTIMATED CLOTHING REVENUE | £850 STAFF | £510
SAFIA MINNEY TALK ON THE SLOW FASHION MOVEMENT | 9am - 12pm Ticket revenue | £150 Refreshments | The Journey Cafe | £10 Ambassador | Bethany|
ANGE FROM PIER 34 PURSE MAKING WORKSHOP | 2pm - 3pm Ticket Revenue | £150 Workshop | ANGE | £20 Refreshments | The Journey Cafe | £10 Ambassador | Sophia THE JOURNEYS FAIR TRADE FOOD | 4 pm - 6 pm Ticket Revenue | £150 Leader | Adam Laing | £40 Workshop | The Journey Cafe | £70 Ambassador | Lauren | TOTAL REVENUE | £1,300 = £33,800 (six months) TOTAL COST | £660 = £17,160 (six months) 41
FRIDAY SHOP RUNNING COST ESTIMATED CLOTHING REVENUE | £1200 STAFF | £390
NOVOCASTRIAN TALK | 10 am - 12 pm Ticket revenue | £210 Speaker | NOVOCASTRIAN | £120 Refreshments | The Journey Cafe | £10 Ambassador | Bethany | THE TRUE COST DOCUMENTRY SCREENING | 3pm - 5pm Ticket Revenue : FREE Screen | Projector shop 24 | £204.99 Refreshments | The Journey Cafe | £10 Ambassador | Sophia | TOTAL REVENUE | £1,410 = £38,070 (six months) TOTAL COST | £734.99 = £19,343.74 (six months)
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SATURDAY SHOP RUNNING COST ESTIMATED CLOTHING REVENUE | £1300 STAFF | £382.50
ADAM LAING TALK ON SUSTAINABLE TRAVEL AND LIFESTYLE | 9 am - 12 pm Ticket revenue |
£150
Speaker | Adam Laing | £60 Refreshments | The Journey Cafe | £10 Ambassador | Lauren | PENNY JONES WORKSHOP ON SUSTAINABLE T-SHIRTS | 2 pm - 4 pm Ticket Revenue | £150 Speaker | Penny Jones | £40 Refreshments | The Journey Cafe | £10 Ambassador | Sophia | ETHICAL FASHION SHOW | 5 pm - 7 pm Ticket Revenue MUA and Hair Models | 4 x Refreshments Ambassador |
| £150
| Diva Dust l | £200 Models from Tyne Tees Agency | £440 | The Journey Cafe | £20 Bethany |
TOTAL REVENUE |£1,750 = £47,250 (six months) TOTAL COST | £1,162.50 = £31,387.50 (six months) 43
SUNDAY SHOP RUNNING COST ESTIMATED CLOTHING REVENUE | £1100 STAFF | £405 CITY BIKE RIDE WITH ADAM LAING | 11am - 1pm Ticket revenue | (Ticket price £3) (unlimited number of spaces, guests must provide their own bike and helmet) | £180 Leader | Adam Laing | £40 Ambassador | Lauren | RENEW & RELAX A YIN, RESTORATIVE & YOGA NIDRA WORKSHOP WITH PAMELA GALBRAITH | 11 am - 12 pm Ticket revenue | ( Ticket price £10)
(Maximum 25 guests per session) £250
Leader | Yoga Lilies | £300 (Price negotiated) Ambassador | Bethany | SAFIA MINNEY TALK ON SLOW FASHION | 3pm - 4pm Ticket Revenue | £210 Refreshments | The Journey Cafe | £10 Ambassador | Lauren |
TOTAL REVENUE | £1,740 = £45,240 (six months) TOTAL COST | £755 = £19,630 (six months)
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FULL TIMELINE OF EVENTS SEPTEMBER | Source shop fitting and start work on the store, source studio, MUA / hairstylist and start preparing press coverage and offline promotional materials.
OCTOBER | Find or buy all recycled or hired furniture, source models, garment fittings for look book, start preparation for social media coverage, start preparations for the social media competition.
NOVEMBER | Start work on the store, photo shoot run through, shoot the look book, prepare the prize for social media competition.
DECEMBER | Put the sign on the Eco Store, ensure all health and safety complete, put the look
book into layout, distribute offline promotional materials, begin social media promotion, send prior social media competition hint out to consumers.
JANUARY | Move furniture into the store, look book launch and goes live online, send out press
release, social media promotion for competition and campaign related, send advertorials and radio advert, offline material distribution, launch social media competition online.
FEBRUARY | Eco Store opening, competition is continued as well as promotion offline and online
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IMPORTANT DATES 8th March 2017 26th September 2017 27th November 2017 11th December 2017 12th December 2017 15th January 2018 16th January 2018 1st February 2018
Lease of the store signed Construction work begins on the store Shoot the look book Collaboration announced online Light offline promotion begins Furniture is moved into the store Event tickets go up on the website The Eco Store is open for six months
TOTAL BUDGET FOR SIX MONTHS TOTAL REVENUE | Predicted direct revenue, a rough guest count and purchases made from the store, not including subsequent increase in sales online following the launch of the Eco store ÂŁ215,660.00
TOTAL COST | Excluding store concept hypothetical costs. This includes all activities for the five days open for six months, staff wages, agency fees and building hire. ÂŁ213,572.32 46
RISK ASSESSMENT AND HEALTH & SAFETY A risk assessment has been carried out for the Eco Store and the look book, as these are the two events that hold the most risk to staff and the public. Assessing any dangers and fixing them before the store opens as well as reviewing the store once all the furniture in will be vital. Financially for People Tree to put on this event it would be a risk. As it currently stands the money spent is more than the income, however, these costs do not factor in the online retail sales and the cost of running the store day to day. However, with big advertising and the social media competition, as well as a city centre based shop, two press releases and a big promotional event taking place, the marketing for the Eco Store will be huge. This will, therefore, create a buzz around the campaign, get consumers talking about it online and therefore generate more online sales too. This is the biggest event People Tree has ever put in place so marketing it will be vital.
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LOOK BOOK Intended date of activity
Location
Description of hazards
Group at risk
Prevention
Risks
Potential outcome and likelihood of incident
Control measures
Residual risk
29/09/2017
Banana Studios The Old Brassworks, Quality Row Rd, Swalwell, Newcastle upon Tyne NE16 3AQ
Wires could be loose on the floor from camera and lighting.
Staff Crew and Models
Primary
Injury caused to crew by tripping over when getting model ready or model tripping on her way to or from the dressing room.
Minor
Ensure all wires are safely connected down; tell every member of the crew and models to ensure they are careful when walking near the wires.
Minimal
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What are the hazards? Manual handling e.g. Deliveries
Slips, trips and falls e.g. doorway (rain)
Threatening behavior
Working at a height e.g. changing a light bulb
Who might be harmed and how?
What are you already doing?
Staff may suffer S Staff are trained R strains or how to lift bruising injuries, properly. to their back or H High shelves are elsewhere, from for light goods handling only. heavy/bulky Stairs and objects. corridors kept clear. Staff and Wet floor customer could warning signs suffer such as always used bruising if they Staff clear up as slip on a wet they go surface. Door mat at entrance Floor in good condition Staff may suffer CCTV installed threats, or abuse Always have two from a member members of of the public. staff on duty Provide good polite customer service Staff trained not to resist a robbery A fall from any height can cause bruising or fracture.
Staff wear sensible shoes Staff are trained how to use a step ladder A good sturdy step ladder is in place
What further action is necessary?
Risk?
Remind staff that deliveries stock (except for tock that can be very easily carried) should always be moved using the trolley.
Not very high
Remind staff not to leave any boxes out before during or after a delivery.
Not very high
Contact the local police station to get advice on what further action could be taken to prevent this from happening Talk to staff about coping with disputes. Remind staff to always use the stepladder when working at a height and not to use chairs or tables.
Not very likely
ECO STORE
Not very likely
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changing a light bulb
cause bruising or fracture.
Contact with cleaning chemicals
Direct contact with eyes can cause blindness, risk skin irritation.
Electrical e.g. faulty wiring
Staff could get electric shocks or burns from faulty wiring.
Fire e.g. faulty electrics, arson
If trapped staff could suffer from smoke / inhalation burns.
A llergies
Food allergies from the refreshments ordered in.
Staff are trained how to use a step ladder A good sturdy step ladder is in place Mops, brushes and strong rubber gloves are provided Staff are shown how to use cleaning products appropriately
stepladder when working at a height and not to use chairs or tables. Reminded to wear gloves and wash them after every use and store in a clean place.
Not very likely
Staff trained to spot and report any faulty electrical items Qualified electrician does check every five years Fire risk assessment should be taken out and fire alarms installed
Manager should do visual checks of sockets, socks, plugs and wired every three months.
Not very likely
Check fire alarm regularly, ensure all back and front doors are securely locked when unoccupied. Remind customers to always check the menu before eating the food if they have an allergy.
Not very likely
Staff are trained to know what is in the food and first aid trained A menu with all ingredients is put out
Not very likely
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PROMOTION Online the campaign will be promoted through all seven social media platforms, before during and after, through videos, photographs and live event videos on platforms such as YouTube, Facebook, Instagram, and Twitter. There will also be the social media competition with the hashtag #sustainabilitymeans which will be running before the event, during and after to ensure maximum engagement and that will be running on all the social media channels apart from YouTube. It will also be promoted offline through materials such as leaflets and posters, all being printed on environmentally friendly paper and ink. These will be handed out and put up prior to the event and during the six months, the campaign is running for. It will also be vital we send out two press releases to local magazines, newspapers and companies in order to gain as much press and coverage around this event as possible. Three brand ambassadors including Lauren Gold will be taking over the social media and offline promotion during the six-month event. There will also be a promotional event to allow consumers to realise the real impact of fast fashion on people, workers, community and the environment, for more details see Promotional Document.
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SOCIAL AND ETHICAL RESPONSIBILITY Consumers will be treated with the up most respect, allowing everyone to get involved with the events. The subject of Slow Fashion will be approached with care, specifically when talking about disasters that have occurred involving fast fashion. People Tree x Northern Creatives holds an ethical responsibility to its consumers. As People Tree is an ethical brand, everything within the campaign and events will be in line with People Tree’s brand values. All marketing materials online and offline will be ensured to be socially acceptable and ethically printed whilst being used and disposed of sustainability.
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MEASURING SUCCESS The Eco Store Event | This will be measured by the number of guests/consumers attending the Eco Store per day and how much money People Tree make from their garments within the Eco Store. How many guests attend different events weekly, and recording if the event gets repeat guests throughout the 27 weeks. If the store is an overwhelming success People Tree could potentially look at implementing Eco Stores over the country or just look into investing further in bricks and mortar.
The Look Book | The number views of the look book on the website and on the tablets in store along with the number of sales of the Spring / Summer 18 collection, will help to establish how successful the re-launch of the People Tree look book has been. If the new look book is a success People Tree could look to implement the new brand image in the future, throughout its whole brand.
Social Media Campaign | Measuring the success of this will be down to followers, and gaining more followers on social media. As well as the number of entries the competition gets per day, week, and month will help to establish if the brand is gaining any new followers. It will be visible through impressions on posts, re-tweets, engagement on content posts, click through rate to the website from social media channels and verbal consumer feedback on social media platforms.
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IMAGE REFERENCES 1. Retrieved from: http://3.bp.blogspot.com/-ST3BJTdAEuM/TmesxoGMY3I/AAAAAAAABWA/AlXDmE4NWXU/s1600/ IMG_8292+copy.jpg 2. Retrieved from: https://uk.pinterest.com/pin/231372499585610103/ 3. Own Photography Northern Creatives Magazine 4. Retrieved from: http://www.peopletree.co.uk/features/ss17-lookbook 6. Retrieved from: http://www.peopletree.co.uk/features/slow-fashion-book7. People Tree Blog, The Thread : http://blog. peopletree.co.uk/beyond-fashion-other-ways-we-can-buy-social/ 7. Retrieved from: http://www.peopletree.co.uk/about-us/who-makes-our-products 8. Retrieved from: http://www.theecoedit.co.uk/fair-trade-fashion-people-tree/ 9. Retrieved from: http://www.theecoedit.co.uk/spring-air-afternoon-gardening-girls/ 10. Retrieved from: http://www.theecoedit.co.uk/ootd-160514/ 11. Retrieved from: https://www.instagram.com/p/BNwq0ytD_iU/?hl=en 12. Retrieved from: https://www.instagram.com/p/BNwq0ytD_iU/?hl=en 13. Retrieved from: https://homebnc.com/best-mirror-decoration-ideas/ 14. Retrieved from: http://takeaim.nu/round-bags/ 15. Retrieved from: https://uk.pinterest.com/clairewalsh98/look-book/ 16. Retrieved from: https://uk.pinterest.com/soofistic/adidas-superstar/ 17. Retrieved from: http://www.destinationcentreville.com/en/shopping/zara 18. Retrieved from: https://twitter.com/asos_ecoedit 18. Retrieved from: https://twitter.com/andotherstories 19. Retrieved from: http://www.theecoedit.co.uk/fair-trade-fashion-people-tree/ 20. Retrieved from: https://www.bohocity.co.uk/collections/people-tree 21. Retrieved from: https://uk.pinterest.com/pin/231372499586081138/ 22. Retrieved from: https://uk.pinterest.com/pin/231372499585659062/ 23. Retrieved from: https://uk.pinterest.com/martieneraven/berlin-shop/
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People Tree NORTHERN CREATIVES