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emily pye
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capsule sustainable fashion
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capsule sustainable fashion
capsule //
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emily pye
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/ / C ON C EP T After discovering Capsule wardrobes and becoming interested in sustainable fashion, I wanted to attempt to create my own capsule wardrobe, but with little information on how to even begin such a big lifestyle change, Capsule became the idea of promoting sustainable fashion through owning less and purchasing less. Capsule was created to be simple with a clean minimal aesthetic. Somewhere people could go to feel more educated on capsule wardrobes, but also meet people who do the same.
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// MARKET RESEARCH
emily pye
Eco fashion is on the rise, with WGSN predicting an increase in minimalistic fashion due to the rise in consumers buying less but more mindfully, with minimalist sillohettes and origami like features. This is perfect for brands expanding into eco-fashion, knowing that the trend of buying more mindfully is upcoming in 2018. Eco fashion is still quite a small market compared to the fast fashion market, so competitive research is important to ensure the success of Capsule, which we will look into further into the portfolio.
“Seventy-eight percent of millennials—compared to 59% of baby boomers—“would rather pay for an experience than materia l g o o d s .“ T h e y f a v o r p r o d ucts marketed as ethical, sustainable and environm e n t a l l y f r i e n d l y.” – Harris Poll Survey
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“The movement started in the 1960s and 70s, and then later with environmental issues in the 80s and 90s. But in the 2000s we are seeing young designers who believe in sustainable fashion and that it can still b e b e a u t i f u l a n d g l a m o r o u s . N o w, b r a n d s are competing against each other to differentiate themselves on sustainability bec a u s e b e i n g g r e e n i s s o m e t h i n g ex t r e m e l y c o o l a n d n o v e l .� - Nicola Giuggioli
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COMPETITIVE SITUATION //
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SWOT diagram for our closest competitior ‘cladwell’ a subscription service, specialising in capsule wardrobes. SWOT’s are important to assess a businesses strengths, weaknesses, opportunites and threats. These 4 areas will ensure a brand is prepared for different outcomes.
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- A brand positioning map to show where capsule would sit amongst the ‘slow fashion’ market. Around it it has competitiors so we can analyse what brands are a closest match to ours.
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COMPETITIVE SITUATION // Porter’s five forces. Here we can see the different effects competitiors may have on Capsule as a business. These ‘forces’ put pressure on the industry to create rivalry.
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BRAND IDENTITY // Capsule; an online source for ethical clothing. specialising in capsule wardrobes. allowing people to create their own capsule collection of outfits fit for each season. the essence of the brand is minimalistic, to keep in tone with the geo, clean contemporary aesthetic. - clean website with blog featuring ambassadors, who live the capsule lifestyle.
- promotional images are flat laid to fit with the inspiration of architecture.
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- the brand will hold seasonal pop-up stores to promote the capsule closet lifestyle. they will showcase different clothing brands to fit an interchangable capsule collection.
//brand values - eco, has strong beliefs in slow fashion. - anti consumerism, purchase what you need. - believes in fair trade, equality - wants to showcase brands who have similar values. - promotes longevity, reusable items instead of trends. - ethical issues & a more sustainable way of purchasing fashion for the planet and people.
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// BRAND ANALYSIS
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In order to have a successful brand, it’s important to prepare for all the aspects of a SWOT analysis. A SWOT is for all the internal ‘micro environment’ capsule may have and the PESTLE analysis is for the macro environment. Macro environment is the points that Capsule has no control over, but needs to prepare itself for.
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age// 18-24 gender// female generation// ‘y’ millennials ethnicity// white life stage// pre-family occupation// full-time education// university level social grade class// middle
emily pye
“a hipster at heart, her hobbies include hanging out in coffee shops with her friends and reading region// europe books from her local library. she rents an aparturban/suburban areas ment close to the city, so she can commute easily residential// city and outskirts to work. housing type// rented her phone is full of pictures of flatlay food and screenshots of places she would like to visit. size of city// medium she regulary takes trips to other european cities.” climate// europe, seasonal
benefits// sustainablity, activist usage// longevity volume of purchase// small price sensitivity// middle brand loyalty// strong end use of product// long term lifestyle// interested in social/ethcial issues social aspirations// stand out for style self-image// stylish but unique value perceptions// quality, eco purchasing motives// fill a void in their closet interests and hobbies// internet, hipster-like attitude and opinions// eco, activist, ethical issues are important. respect for everyone.
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THE // CONSCIOUS CONSUMER Identifying the consumer for capsule was important to ensure that the brand was targeting the right person. Through research and surveys, I created pen portraits and analysed the consumer.
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INTERGRATED PROMOTIONAL STRATEGY //
EVENTS //
Capsule’s main aim is to create events to educate and bring people together through capsule wardrobes. The ‘launch event’ or first event, will be at Pennington studio in London. and will feature 3 rooms, one for browsing ethical clothes, the second will feature an app and professional staff to help people build their own capsule wardrobe. The final room at the back will be a seminar room, which will charge for tickets, but will feature some well known advocates for sustainable fashion.
PROMOTION
THE MARKETING MIX //
- EVENTS - SOCIAL MEDIA - ENDORSEMENTS WITH BLOGGERS - ECO GUESTS INVITED TO EVENTS WHICH GENERATES INTEREST - PRESS RELEASE - EVENT PLAN WITH GUESTLIST - EXCITING GUEST SPEAKERS
ONLINE // Capsule has a online presence via it’s website, where it will feature events it is hosting. It will also feature online content about sustainable fashion and mainly capsule wardrobes.
PR O D UC T
- A CAPSULE WARDROBE SERVICE - ETHICAL CLOTHING - EDUCATION - GUEST SPEAKERS - CONTEMPORARY CLOTHING
PRICE
- FREE ENTRY TO CAPSULE - FREE ONLINE ARTICLES & CONTENT - PAID TICKETS FOR GUEST SPEAKERS - SPONSORS BY ECO FRIENDLY BRANDS
PLACE
- ECO FRIENDLY BRANDS, SUCH AS EVERLANE, FREE PEOPLE, ASOS ECO EDIT ETC - GUEST SPEAKERS, BLOGGERS, AUTHORS, ANUSCHKA REES, SAFIA MINNEY, ELIZABETH CLINE - STACY FLYNN, CO FOUNDER OF EVRNU - CONCIOUS CHATTER PODCAST
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PEOPLE
PROCESS
- STAFF MEMBERS - POP UP STORE SPACE - APP DEVELOPERS TO CREATE THE APP
- ONLINE - LONDON POPULAR AREA FOR POP UP STORES - POTENTIAL FOR WORLDWIDE/EUROPEAN EVENTS
PHYSICAL EVIDENCE - EVENT APP - EVENT PLACE - WEBSITE - BLOG POSTS
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GOOGLE SKETCH UP // FINAL OUTCOME
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The final images from the event using Google sketch up. Capsule’s main mission was to create an event where people can discuss sustainable fashion and learn how to create and use a capsule wardrobe. These event’s will allow guests to network and understand the process of buying more mindfully, by the use of purchasing less.
- capsule concept event -
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FINAL EVENT OUTCOME // ROOM ONE Final outcome of the event, created using google sketch up. This first room, is the initial browsing room, showcasing sponsored brands clothing, which are contributing to the eco-fashion world. It will give guests the opportunity to look at the quality of the clothes and talk with other guests about their sustainable fashion experiences, creating a little hub of interaction. A complimentry drink will be served from the portable bar.
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EVENT OUTCOME // ROOM 2 Final rendered images for the second room at Capsule’s event. This room was dedicated to actually creating a capsule wardrobe via an app system. The app would help you to decifer what items you needed in your wardrobe and what you wouldn’t need. It would also suggest items based on your style. This room is very interactive, but is also free to all guests.
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- capsule concept event -
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FINAL OUTCOME // ROOM THREE Room three, is a seminar room. This room will be ticketed as well known speakers speak at the event. Schedule will be shown in the event plan along with invited speakers. This is the most simplest of the three rooms, but one of the most important.
- capsule concept event -
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CAPSULE ONLINE //
emily pye The online website designed for Capsule. Featuring it’s own photogoraphy, online blog complete with content and an events page, to locate the latest and upcoming event in your area. The main focus being the blog, it includes content from well known sustainable fashion bloggers and interesting featured books on slow fashion. The style of the website, fits with capsule’s clean minimal aesthetic.
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