Pestle analysis

Political Political Political PESTLE

photo by emily freund 1. The UK government encourages people to recycle and reduce packaging (Environmental Audit Committee, 2019) WHICH HELPS WITH OUR BUSINESS MODEL OF RECYCLED PACKAGE MATERIALS 2. The Uk has signed up to tackle environmental and social sustainability efforts sets by the united nations (Environmental Audit Committee, 2019). 3. BREXIT will increase taxation on imports, so the government will encourage the use of local fabrics (Tobin, 2019). This positively affects our business because we pride ourselves on using locally and ethically sourced fabrics.

Economic Economic Economic

1. ‘Hard Brexit — where existing trade deals disappear, and designers, retailers and manufacturers would have to pay to trade with the Eu would mean clothing and footwear tariffs of about 11 per cent, or just over £1 billion more each year.’ -Richard Lim, chief executive of analyst Retail Economics (Tobin, 2019) 2. Brexit’s uncertain outcome has decreased business investments because businesses have become weary to the prosperity of the UK (David, 2019) which negatively affects after five by decreased investments to start our company

Social Social Social

1. After work, People like to relax on the couch or in bed (After work - what do you do?, 2014). this furthers the point for our clothes because everyone does the same thing when they get home from work or school. 2. Influencer marketing creates a genuine and direct connection between brand and consumers (Lawley, 2018).

Technological Technological Technological

1. Due to the garments being hand-made and not mass produced, advanced machinery in the production process won’t be used until new technology that is considered a sustainable manufacturing process can be obtained. 2. because hand-dyeing fabrics is time consuming, new dry-dyeing technology may be necessary

Legal Legal Legal

1. The UK Government passed the climate change act in 2008 to reduce the country’s carbon footprint (Environmental Audit Committee, 2019) which furthers our brand’s cause of helping and saving the environment. 2. Fashion companies must abide by the tariff and taxation laws when importing and exporting goods which could make international shipping more expensive for our customers. HOwever, this won’t hugely impact imports of fabrics, which could be very expensive, because our brand uses locally grown and manufactured fabrics.

Environmental Environmental Environmental

1. The sustainability movement positively impacts brands that already have an established sustainable business model 2. “Textile dyeing is the second largest polluter of clean water globally, after agriculture ... Cotton growing requires high levels of water and pesticides to prevent crop failure, which can be problematic in developing countries that may lack sufficient investment and be at risk of drought” (Perry, 2018). This is why After five will use techniques of hand-dyeing textiles to stop the water and chemical waste from current, fast fashion methods.