Dappered Sustainable Product Line by erinwilbur

SUSTAINABLE PRODUCT LINE PROPOSAL

Chelsea Nabergall Mallory Prevatt Erin Wilbur Emily Fayssaeux

PIC

TABLE OF CONTENTS

EXECUTIVE SUMMARY 1 DAPPERED 2 MISSION, VISION, VALUES 3 TARGET MARKET OVERVIEW 4 PRODUCT ASSORTMENT 5 MARKET ANALYSIS 6 SIZE OF MARKET 7 MARKET CHARACTERI STICS 7 COMPETITIVE ANALYSIS 8 SUSTAINABILITY RANKING 10-11 CURRENT SOURCING PRACTICES 13 CURRENT DISTRIBUTION CHANNELS 14-15 FUTURE GROWTH 16 TARGET CONSUMER DEMOGRAPHIC SEGMENT PSYCHOGRAPHIC SEGMENT SHOPPING HABITS CURRENT GARMENT LIFECYCLE

18 18 19 20 21

PRODUCT DEVELOPMENT 22 INSPIRATION 22 PRODUCT ASSORTMENT PLAN 23 IMPACT MEASUREMENT 25 SOURCING 26 COST SHEETS 27-33 CUSTOMER ENGAGEMENT DISTRIBUTION FUNCTION CARE INSTRUCTIONS DISPOSAL

34 34 35 36 37

BRANDING 38-41 CONCLUSION

WORKS CITED 44-47

EXECUTIVE SUMMARY DAPPERED, founded by Emily Fayssoux, Chelsea Nabergall, Mallory Prevatt, and Erin Wilbur, was created as an e-commerce platform for men to be able to access sustainable, trend-driven men’s accessories. We hope to educate our consumers about the possibility of dressing fashionably while simultaneously maintaining an eco-conscious attitude. No longer will men have to choose between style and sustainability. We believe that the success of our company is rooted in the attitude of today’s man. Men are interested now more than ever before, in buying statement accessories and we believe that our product line will allow them to remain professional while representing their personality. Due to the rise of men’s online shopping habits, DAPPERED has chosen an e-commerce as our initial distribution channel. The keys to our success will be to first drive traffic to our e-commerce site by aggressive marketing campaigns that appeal to our target consumer. In the future, we hope to negotiate with larger retailers such as J. Crew for wholesaling. We believe that these initiatives will be successful in aiding DAPPERED to fill the gap in the men’s sustainable accessories market. It is our hope that sustainability will become second nature in the production of apparel and accessories and we are glad to be a part of that change.

We are DAPPERED, a fledgling

menâ&#x20AC;&#x2122;s accessories company ready to make our mark in the menswear market. What sets us apart from our competition is our focus on ecologically conscious products. We strive to produce biodegradable and recyclable products that our customers can use throughout their lifetime. As a menâ&#x20AC;&#x2122;s accessories brand, our focus is to help men dress with the style they deserve and not rely on muted palettes as their only options. Men deserve the same consideration and women and it is our job to give it to them.

MISSION DAPPERED is a company devoted to encouraging self-confidence of men through trend driven accessories in and out of the workplace. Our mission is to help men dress for success in a sustainable, eco-minded way. We provide them with the essentials to create a polished look allowing them to approach the world with the attitude of self-assurance thereby increasing their chances of success. Together we believe we can expand the menâ&#x20AC;&#x2122;s accessory platform exponentially.

VISION Our vision is to change the way men view accessories. Not only do we want to introduce them to the concept but we also want to show them that sustainability is the future of the apparel industry. Our hope is that in the very near future men will not only be accessorizing on a regular basis but the items they choose will be sustainable products that if discarded will not cause detriment to our ecosystem.

VALUES We recognize that our values serve as a compass to guide our employees and our consumers. We strive as a brand to present an eco-friendly product that not only preaches sustainable actions but also exhibits first hand how to implement them. As a company, we focus on integrity, passion, diversity, and leadership and of course quality. We believe that if consumers cannot trust the quality of the product produced, their respect will never be gained.

TARGET MARKET OVERVIEW Men 23-45 years old In the business area, either newly introduced or well seasoned Married or single City or suburb Takes care of themselves Puts effort into the image they present to the world (“Nielson Prism”)

PRODUCT ASSORTMENT Ties- $60.00- $85.00 Bowties-$50.00-$70.00 Pocket Squares- $40.00-$55.00 Dress Socks-$25.00-$32.00 Dress Shoelaces- $30.00 Travel Kit- $105.00 Weekend Travel Bag- $225.00 Messenger Bag- $175.00

MARKET ANALYSIS

SIZE OF MARKET The men’s accessories market in the US was at a sales volume of $13.6 billion by May 2014, having grown nine percent in the last twelve months, and a total of thirteen percent in the last two years (Gomelsky). The men’s neckwear market, a main product category for our retail company, makes up a large portion of this sales volume, at about $850 million dollars a year (Timberlake).

MARKET CHARACTERISTICS Men have become much more image conscious and fashion forward in the recent past. “It is well-noted that millennials have grown up in a more ‘accepting’ society, where things such as same-sex marriage and mixed-race relationships no longer turn heads so, it makes sense that men’s (accessories) — once considered rather niche — is now increasingly mainstream” (Gomelsky). Spending habits on non-essentials such as pocket squares, ties, and hats all experienced growth in 2013 (“Apparel Accessories in the US”). According to Euromonitor, growth in sales of ties alone far outpaced the growth of men’s suits. All of this coincides with the growth in men’s e-commerce shopping and the inspiration they’re drawing from internet trends. Unique men’s accessories are a great way for consumers to increase the versatility of an outfit. Because of this, quirky accessories are on trend for the menswear market this year; accessory pieces that add touches of individuality, such as a unique bag or flashy socks. Mixing colors and patterns are also very on trend for men’s accessories this year; nothing is off limits, a trend that was encouraged by designer Tom Ford. Shoes and socks are becoming much more important for men to pay attention to, since trouser lengths are rising, more and more of the shoe and sock are becoming visible, they are now statement pieces instead of purely practical (Desloires).

COMPETITIVE ANALYSIS 1. The Tie Bar – A US based online only company that focuses on solely men’s accessories, including product categories of neckwear, pocket squares, and socks. The company had $16 million worth of revenue in 2013, with a 40% increase expected in 2014. The Tie Bar has gained endorsement from a number of celebrities as well as retaining a large segment of the online men’s accessories market (Kukec). 2. Hook & Albert – Small US based company launched in Fall 2011. They are an online only company that focuses in lapel clips, neckwear, and custom laces and tassels. The company is privately owned; therefor access to the company’s revenue is not available to the public. However, it was disclosed that their 2012 revenue was predicted to increase 150% for the 2013 year (Anderson). 3. Saks Fifth Avenue – A large corporation operating 42 Saks Fifth Avenue brick and mortar stores, and 66 Saks Off Fifth stores, as well as maintaining an online presence. Saks had annual revenue of $3.1 billion in 2013. Saks carries a wide product assortment that includes men’s accessories. The company has high accessibility because of its many stores and ecommerce sites (“Saks Profit Falls”). 4. Cock & Bull Menswear – A small, sustainable, UK based retailer. Cock & Bull Menswear has an ecommerce presence as well as one brick and mortar store that recently opened in London. The brand focuses in sustainable men’s accessories, making all of their products in the UK with sustainable fabric and yarns (“Ethical…”). The company is privately owned; therefor access to the company’s revenue is not available to the public. 5. J Crew – A large US based corporation, operating 333 stores as well as an online presence. J Crew produced $2.227 billion worth of revenue in 2013. The company has wide product categories, including men’s accessories. 6. Ralph Lauren – A US based corporation, operating 613 stores worldwide as well as an online presence. The company had net revenue earnings of $6.9 billion in 2013. Men’s accessories are important focus in brand, and they have very high accessibility given their large size and numerous stores. The company also gets high visibility with the sports teams and events it sponsors (“Ralph Lauren…”).

conditions.

7. Brooks Brothers – A multinational, US based corporation, with 250 stores The packaging used by the different stores were researched and ranked according to recyclability and domestically, and over 250 internationally, while also operating an ecommerce decomposability of the materials used. Those companies that used only paper in their packaging and shipping store. The company is privately traded, and as of 2011 had revenue of around received fours, while the companies that included plastic bags in their packaging received threes, since again, $1.38 billion. The brand is historically menswear, and men’s accessories are a wide plastic’s decomposing time is lengthy. product category for company. 8. ZadyLastly, the products disposal method was evaluated. Almost every product produced will end up in – An extremely small US based online retailer that is just over a year old. They have a pop-up shop in LaGuardia airport, and focus on environmentally a landfill, so from there it was evaluated how long the products would take to decompose naturally. The conscious and hand crafted apparel. Their product categories include men and products made from natural fibers such as cotton and silk received a two, because even though they are women’s apparel, as well as men’s accessories (“About Zady”). 9.natural, they will take time to decompose, and will permeate their chemicals into the earth as they do. Brave Gentlemen – A small, US based online-only retailer with annual revenue ofThe organic fiber products received a 4, because while still not entirely biodegradable, they will eventually under $500,000. The brand focuses on high-end ethically produced products, purely of menswear and men’s accessories (“Brave Gentleman”) decompose, and they won’t release the same toxins as they do.

High Sustainability

Low Sustainability

High Accesability

Low Accesability For Accesability rankings see Appendix 1

(FIGURE 2.0) (Source: Primary Research) - Our company Dappered will start out low on accesability since it will be online only, but with in 3-5 years we hope to increase accesability by selling wholesale to larger companies such as Saks Fifth Avenue.

Our company, DAPPERED, will start out low on the accessibility axis, since it will be offered only online. In 3-5 years we hope to increase accessibility by selling wholesale to larger, more accessible companies such as J.Crew

SUSTAINABILITY RANKING

Tie Bar Hook & Albert SAKS Cock & Bull Menswear J Crew

Ralph Lauren Brooks Brothers Zady

Materials/ Textiles 3 (natural fibers) 3 (pima cotton) 2 (silk) 5 2 (some synthetic fibers) 2 (silk) 2 (silk) 4 (organic fibers)

Manufacturing

Packaging

2 (Asia) 4 (made in NY) 5 (made in Italy) 5

4 (all paper) 4 (all paper) 3

4 (not 3rd world)

4 (made in US) 5 (made in Italy) 5 (made in Italy & England) Brave Gen- 5 4 tlemen (made in NY,LA,Portugal) (FIGURE 1.0) (Source: Primary Analysis)

Product Disposal 2

Total Sustainability = 11

= 13

= 12

= 19

3 (plastic 1 bags used)

= 10

3 (plastic 2 bags used) 3 (plastic 2 bags used) 4 4 (all paper)

= 11

4 (all paper)

=17

= 12 = 17

These numbers were quantified in numerous ways. The textiles used by the multiple companies were given a number between one and five based on how sustainable they are. • 1 = Petroleum based textiles • 2 = Silks (While silk is a natural fiber, the process is not sustainable because of the living silk worm. • 3-5 = Natural fibers (Higher number if organic) For manufacturing, lower numbers were given for outsourced manufacturing, since it is harder to regulate those factories in terms of sustainability and ethical production. • 1-3 = Third world countries (Harder to regulate conditions) • 4 = Made in the United States • 5 = Made in Europe Places such as Italy and England received higher numbers because they are countries known for craftsmanship, and better working conditions, while the US received 4’s because of the persistence of substandard working conditions. The packaging used by the different stores were researched and ranked according to recyclability and decomposability of the materials used. Those companies that used only paper in their packaging and shipping received fours, while the companies that included plastic bags in their packaging received threes, since again, plastic’s decomposing time is lengthy. Lastly, the products disposal method was evaluated. Almost every product produced will end up in a landfill, so from there it was evaluated how long the products would take to decompose naturally. • 1 = Synthetic fibers • 2 = Natural fibers (Non-organic) • 3-5 = Organic fibers (Not all 100% biodegradable) The products made from natural fibers such as cotton and silk received a two because even though they are natural, they will take time to decompose, and will permeate their chemicals into the earth as they do. The organic fiber products received a 4 because while still not entirely biodegradable, they will eventually decompose, and they won’t release the same toxins as they do.

CURRENT SOURCING PRACTICES Designers and brands throughout the fashion industry source materials from both local and global manufacturers to locate the best quality products at prices that they can afford. Where a product is sourced from can generally reveal information about how it is made. In the product category of men’s accessories, products are sourced from an array of locations due to a range of different reasons. For example, brands such as The Tie Bar have their products hand made in the Zhejiang province of China (Shugar). Greg Shugar, founder and CEO of the Tie Bar, asserts that this is done to keep the price of products low, while keeping the production volume high (Sweeney). It is also stated that since the majority of the Tie Bar’s ties are made of 100% woven silk, it would makes sense for their products to be manufactured in the country where most of the world’s silk is now cultivated (Shugar). On the other hand, at Cock & Bull Menswear, a UK based company that is extremely concerned with following ethical standards and creating sustainable product lines, all items are sourced and manufactured in the United Kingdom (“Ethical Clothing and Sustainability Guidelines”). Cock & Bull states their motivation for why they believe that it is so important to keep their sourcing close to home: “It supports people who we come into contact with, their families, our community and local economy. And it also positively affects our carbon footprint. It means in many cases we know the name of anyone who has their hand in making a Cock & Bull Menswear garment. And we know they have been paid fairly - even generously - and are not working in demeaning or dangerous conditions (“Organic Menswear Made in the UK”).”

It is also possible that brands will source and manufacture their products in multiple locations. For instance, Polo Ralph Lauren has certain merchandise produced in the United States, while other items are constructed in China (“Ralph Lauren: American Classic”). Their line “Made in America” features clothing and accessories especially fabricated in the United States. In addition to the “Made in America” line that features a generally American theme, it is also possible to find PRL products labeled “Handcrafted in the USA” all throughout their product assortments. These products are popular amongst a growing number of consumers who have begun to support the manufacturing industry in the US (“Team USA | Ralph Lauren”). (For further sourcing information, see “Countries of Manufacturing” in Figure 1.0)

CURRENT DISTRIBUTION CHANNELS Distribution strategies can make or break even the most well designed businesses. Distribution, or placement, is one of the key four steps in creating a successful marketing strategy. Distribution channels assist you in increasing your reach and building your revenue (“Distribution Channels in Marketing”). According to the Peerless Research Group, more than seventy percent of all apparel businesses use a multi-channel distribution strategy, with forty percent offering two channels, twenty two percent offering three channels, and nine percent offering four channels. Through a study conducted by the Peerless Research Group, it was found that eighty two percent of companies identify retail as their primary distribution channel. More than fifty six percent of these businesses reported also relying on e-commerce sales platforms as well. One in four of these companies also provide a more traditional approach of offering catalogs through mail services (Peerless Research Group). Most men’s accessory brands use a direct to end users distribution plan to reach their customers (“Distribution Channels in Marketing”). Brands such as Saks Fifth Avenue, J. Crew, Ralph Lauren, and Brooks Brothers distribute their merchandise directly to their customers through websites, while also offering their products through their own brick and mortar stores, as well as larger companies’ chains and department stores. It is also common for these businesses to sell their products to additional online retailers to be attainable from their sites as well. In addition, similar brands often offer catalogues from which consumers can order products. According to MarketingMo.com, to create a successful distribution strategy it is important to research and understand the following information: how and where your customers prefer to buy their products, whether your consumer needs personalized education on your merchandise, whether additional products or services are required to use your items, and the care that your product should receive after purchasing (“Distribution Channels in Marketing”).

Taking advantage of the thriving digital age where over seventy five percent of households in the US report owning a computer, retailers such as Hook + Albert and The Tie Bar have capitalized on largely e-commerce distribution (File). While these brands do offer their products in certain upscale department stores, they generally do most of their business online. A Business of Fashion article states that men are often creatures of habit and enjoy the simplicity of re-ordering their favorite products online without making trips to brick and mortar locations. It is contemplated that the recent flourishing of menswear corresponds with the rapid growth of e-commerce businesses (Kansara). Due to the fact that over 90% of Americans adults own a cellphone with 58% being smartphones, shopping apps have also become a popular distribution channel (Pew Research Center). This purchasing tool has made it so consumers can search through assortments, read item reviews, and buy products with great ease. It is important to note that while e-commerce and mobile commerce are a great way of distributing merchandise to customers over a wide geographical span, the popularity of these channels is not always as great as one would expect. For example, the Tie Bar has an estimated twenty four point four percent bounce rate (â&#x20AC;&#x153;Competitive Intelligence Site Overviewâ&#x20AC;?). This happens when a consumer navigates away from the site after viewing only one page. Knowing this, it will be essential to provide an appealing, informative, and

FUTURE GROWTH One of the largest factors driving future growth for the men’s accessories market is the rise of interest in menswear apparel trends as a whole. Over the past 6 years, menswear accessories sales have increased incrementally. According to Euromonitor International, the apparel accessories market is expected to increase by a volume CAGR of 2% over the forecast period of 2014-2018 (“Apparel Accessories in the US”). American men are continuing to look to fashion as a way to express themselves. Many are choosing interchangeable accessories as a way to add personality and style to their outfits. Driving this trend are the millennial consumers who heavily rely on the Internet for their fashion advice (“Menswear in the US”). Another report found on Euromonitor states, “the internet will continue to be one of the most important factors in the purchase of menswear, both in terms of completing sales and influencing styles. Menswear blogs and forums will increase in importance, as millennial consumers, the most likely users of these resources, continue to increase their purchasing power.” Because bloggers and fashion brands show off the latest trends, which include the rise of menswear accessories, this proves as another force that will continue to drive growth in this sector.

DEMOGRAPHIC SEGMENTS (The following information is in reference to Nielson Prism)

TARGET CONSUMER

Young Influentials AGES: 23-29 FAMILY: No wife or children MEDIAN HH INCOME: $49,000 HOUSING: Renters AREA: Urban/ second city ETHNIC DIVERSITY: White, Black, Hispanic, Asian, Mix EDUCATION: High School/ College Graduate

Cosmopolitans AGES: 30-37 FAMILY: w/o kids, or small children MEDIAN HH INCOME: $57,000 HOUSING: Mostly Homeowners AREA: Urban/ second city/ town ETHNIC DIVERSITY: White, Black, Hispanic, Asian, Mix EDUCATION: High School/ College Graduate Matures: AGES: 38-45 FAMILY: Family oriented MEDIAN HH INCOME: $72,000 HOUSING: Homeowners AREA: Urban/ second city/ town ETHNIC DIVERSITY: White, Black, Hispanic, Asian, Mix EDUCATION: High School/ College Graduate

PSYCHOGRAPHIC SEGMENTS (The following information is in reference to Nielson Prism) Young Influentials: Vacations in the US Plays racquetball Watches American Dad Drives Mazda 3 Shops at Best Buy Cosmopolitans: Uses Priceline Travel to South America Watches South Park Plays Golf Drives Nissan Altima Hybrid Shops at Brooks Brothers Matures: Shops at Nordstrom Vacations with family Plays tennis Reads Yoga Journal Watches NHL games

SHOPPING HABITS According to digital marketing agency iProspect, men shop more online than women. 70 percent of men prefer to do their shopping and purchasing online, and a quarter of them make weekly purchases (Men’s Online…). “Men don’t shop; they buy” according to chief executive of Yoox Group, high-end men’s fashion online. Men spend 30 percent less time browsing online than women, viewing less pages before a purchase (Young, Robb). The two most common online activities related to purchasing goods for men are price checking and viewing online consumer reports (Kaplan, Marcia). They like to be fully informed about a product before purchase. Men tend to be utilitarian in their search for an item, looking up the product category while women tend to search based on designer. Men leave little time for discovering new ideas and products. Sales growth of online mens apparel increased by 9.9% from 2010-2011, showing how men are starting to feel more comfortable buying for themselves on a regular basis (Young, Robb).

CURRENT GARMENT LIFECYCLE There are many practices being considered in the fashion industry to re-examine the environmental effects of the clothing industry. However, up until the recent concern in our environmental footprint, there wasn’t much consideration when it came to production and consumer use and disposal of garments and accessories. Included is a chart, which presents the impact of the clothing lifecycle. Based on primary research, we have found that most men keep their ties, bowties, and pocket squares forever, and just acquire more over the years. Men typically will keep a bag for 5-10 years depending on the style and purpose of the bag. When getting rid of the bag, it is often that men will donate them to second hand stores such as The Salvation Army and Goodwill.

(“Gypsy-Witch”)

PRODUCT DEVELOPMENT

INSPIRATION

The concept for the DAPPERED brand and company was inspired by the increase and popularity of menâ&#x20AC;&#x2122;s accessories, as well as the incorporation of more colors and patterns into those accessories. We, as a company, wanted to give men a place to buy fun, exciting accessories, that were also sustainably sourced and manufactured. Our inspiration and goal is to give men the whimsical addition to their wardrobe, without the guilt associated with apparel manufacturing.

PRODUCT ASSORTMENT PLAN

5.3 Product Assortment Plan

IMPACT MEASUREMENT

Ethical Impact Dappered is sourcing the hemp fabric for our textile based accessories including ties, bowties, pocket squares, and dress socks from Hemp Traders located in Los Angeles, California. The hemp fabric will be shipped to Brown and Church Co. located in Pilot Mountain, North Carolina for manufacturing. From North Carolina our finished product will be shipped to our warehouse in Atlanta, Georgia where our online orders will be distributed. By having all of our fabric accessories produced and manufactured in the United States we are cutting down on shipping costs as well as transportation pollution. While Dappered leather goods will be sourced and manufactured in Shanghai, China we will take appropriate measures to make sure building codes are up to date, workers are provided with benefits, and their wages will reflect actual cost of living. For each travel kit a worker will be paid $8 US dollars, for each messenger bag $10 US dollars, and for each overnight bag $12 US dollars. We want to educate our consumer so he knows our products are ethically produced and all employees are receiving fair living wages and appropriate benefits. We feel that if our consumer feels good about where our goods are coming from he is going to be more likely to remain loyal to the brand. Environmental Impact Dappered will be using low-impact dyes which are dyes that Oeko-Tex Standard 100 (an international certification process) classify as eco-friendly. Low impact dyes do not contain toxic chemicals or mordants. These dyes have a high absorption rate of nearly 70%, this combined with the decrease of necessary rinsing leads to a large decrease in water consumption. We will be using train travel throughout the United States to get our materials from California to North Carolina for manufacturing and from North Carolina to Atlanta for distribution. Train travel is the more ecological choice for our brand because it has far less greenhouse-gas emissions than plane or automobile (Leibenluft). Shipping from China to the United States we will be using ocean freight instead of air freight. Ocean shipments produce less than 2% as much CO2 as air shipping (â&#x20AC;&#x153;Transportation and Logisticsâ&#x20AC;?). All our packaging will be made from 100% recycled materials. There will be no plastic included in the packaging of our product. Our tags, tissue, stickers, and boxes are made from recycled paper and cardboard in an effort to cut down on needless waste. Men have few options when of their garment lifecycle. Their fabric accessories can be kept in their closet for years as they develop a collection, can be recycled, or can be thrown away and dumped in a landfill. The vegan leather bags will hopefully be used for years and when the time comes to replace it can either be recycled or disposed of and end up in a landfill.

SOURCING DAPPERED’s products will be manufactured in two places. The fabric accessories (ties, bowties, pocket squares and dress socks) will be manufactured by Brown and Church in North Carolina, with the fabric used to manufacture these products coming from EnviroTextiles in Glenwood Springs Colorado (“Hemp Fabric...”). DAPPERED’s vegan leather products will be manufactured in Shanghi, China, where the leather will be sourced from as well.

Our Pilot Mountain, NC facility is located in a 28,000 sq ft modern manufacturing facility. Our primary product groups are hand sewn neckties, machine sewn/hand finished neckties, bowties. We work to tailor our abilities to best meet your needs, whether luxury and small minimums or efficiency and larger quantities. We are large enough to accommodate most bulk needs and small enough to focus on boutique and custom orders. We offer a unique combination of old world techniques with modern technology in our production and management systems. It is our goal to provide the very best value and quality dependent upon each customer’s specific needs. Our specific automated manufacturing capabilities include” Liba” slipstitch machines,” Auto jig” tie tipping technology, automatic tie pocket pressing, pneumatic tie turning equipment. This offers highly efficient, consistent, quick turn manufacturing process. Our highly skilled, dedicated , hand sewing and pressing departments offers exceptional quality and luxury. Accustomed to working with fabrics produced by the finest weavers around the world provides a working knowledge of fabrics rarely found in any facility. PROUDLY MADE IN THE USA. (brownandchurch.com)

EnviroTextiles located in Glenwood Springs, Colorado, is a pioneer in sustainable textiles, specializing in hemp fabric and a variety of organic fibers. Our one of a kind sustainable textiles, natural fabric, and natural fiber products are used to manufacture eco-friendly clothing, furniture, bath and personal products, also construction finishing materials. All of our products are made from organic sources, which include our hemp, agave cactus, coconut fiber, and others. We currently provide wholesale hemp fabric, yarns, and finished products to over 70 countries around the world. Orders ship from our central location in Colorado to your destination within the U.S., Canada, and abroad. For large production orders we ship direct from our Chinese location to yours. (www.envirotextile.com)

COST SHEETS

TIE COST SHEET Style #: 2342 Date: 11/3/14 Description: Men’s Neck Tie Season: S/S 15 Fabric: 60% biodegradable hemp, 40% organic silk Size Size Scale

Material Silk Hemp 58” Total Material

Labor Cutting/Sewing Total Labor

58” 4

Yardage 1/3 yd.

Trim/Findings Thread Main Label Stickers Hang Tag Tissue Paper Box Total Trim Shipping Shipping for Packaging Duty

Price $8.47

Quantity 1 spool 1 1 1 1 1

Cost $2.82 $2.82

Price $0.95 $0.05 $100/8000 $168/8000 $760/8000

Description Within the United States $110/8000 boxes, $183.50/8000 tags Made in North Carolina

Total Manufacturing Costs: $10.54

MU%: 82.5%

Retail Price: $60 - - -

63” 1

Cost $6.37 $6.37

Cost $0.12 $0.05 $0.0125 $0.021 $0.095 $0.51 $0.81

Cost $0.50 $0.04 $0.00

For more information regarding packaging prices see Appendix References 2, 3, and 4 For more information regarding packaging shipping refer to Appendix References 5 and 6 For more information regarding hemp pricing see Appendix Reference 8

BOW TIE COST SHEET Style #: 7219 Date: 11/03/14 Description: Menâ&#x20AC;&#x2122;s Bow Tie Season: S/S 15 Fabric: 60% biodegradable hemp, 40% organic silk Size Size Scale

Material Hemp Silk 58â&#x20AC;? Total Material

Labor Cutting/Sewing Total Labor

One Size (Adjustable) 1

Yardage 1/4

Trim/Findings Thread Main Label Sticker Hang Tag Tissue Paper Box Total Trim Shipping Shipping for Packaging Duty

Quantity 1 spool 1 1 1 1 1

Cost $2.11 $2.11

Price $0.95 $0.05 $100/8000 $168/8000 $760/8000

Description Within the United States $110/8000 boxes, $183.50/8000 tags Made in North Carolina

Total Manufacturing Costs: $8.04

MU%: 86%

Retail Price: $60 - - -

Price $8.47

Cost $4.55 $4.55

Cost $0.15 $0.05 $0.0125 $0.021 $0.095 $0.51 $0.84

Cost $0.50 $0.04 $0.00

POCKETSQUARE COST SHEET Style #: 5623 Date: 11/ 03/14 Description: Men’s Pocket Square Season: S/S 15 Fabric: 60% biodegradable hemp, 40% organic silk Size Size Scale

Material Hemp Silk 58” Total Material

Labor Cutting/Sewing Total Labor

One Size (10 ½ x 10 ½) 1

Yardage 1/8 yd

Trim/Findings Thread Main Label Sticker Hang Tag Tissue Paper Box Total Trim Shipping Shipping for Packaging Duty

Price $8.47

Quantity 1 spool 1 1 1 1 1

Cost $1.06 $1.06

Price $0.95 $0.05 $100/8000 $168/8000 $760/8000

Description Within the United States $110/8000 boxes, $183.50/8000 tags Made in North Carolina

Total Manufacturing Costs: $5.39

MU%: 88%

Retail Price: $45

Cost $3.00 $3.00

Cost $0.05 $0.05 $0.0125 $0.021 $0.095 $0.51 $0.79

Cost $0.50 $0.04 $0.00

- For more information regarding packaging prices see Appendix References 2, 3, and 4 - For more information regarding packaging shipping refer to Appendix References 5 and 6 - For more information regarding hemp pricing see Appendix Reference 8

DRESS SOCKS COST SHEET Style #: 2152 Date: 11/03/14 Description: Menâ&#x20AC;&#x2122;s Dress Socks Season: S/S 15 Fabric: 55% long fiber hemp, 45% organic cotton Size Size Scale

Material Hemp/Cotton Yarn Total Material Labor Cutting/Sewing Total Labor

One Size (size 7-12) 1

Yardage 100 grams

Trim/Findings Thread Main Label Sticker Hang Tag Tissue Paper Box Total Trim Shipping Shipping for Packaging Duty

Quantity 1 spool 1 1 1 1 1

Cost < $0.01 < $0.01

Price $0.95 $0.05 $100/8000 $168/8000 $760/8000

Description Within the United States $110/8000 boxes, $183.50/8000 tags Made in North Carolina

Total Manufacturing Costs: $6.54

MU%: 76%

Retail Price: $27 - - -

Price $14.36/250 kg

Cost $5.25 $5.25

Cost $0.05 $0.05 $0.0125 $0.021 $0.095 $0.51 $0.74

Cost $0.50 $0.04 $0.00

TRAVEL KIT COST SHEET Style #: 7256 Date: 11/03/15 Description: Men’s Travel Kit Season: S/S 15 Fabric: 100% Vegan Leather Size Size Scale

Material 100% Vegan Leather Total Material Labor Cutting/Sewing Total Labor

One Size (9”x 6”x 3”) 1 Yardage ¾ yd

Trim/Findings Thread Main Label Sticker Hang Tag Tissue Paper Box Total Trim Shipping for Packaging Shipping Products Duty

Quantity 1 spool 1 1 1 1 1

Cost $1.17 $1.17

Price $0.95 $0.05

Description $110/8000 boxes, $183.50/8000 tags Ships from Guangzhou, China 12.47% of retail price

Total Manufacturing Costs: $26.03

MU%: 75.25%

Retail Price: $105.00 - - -

Price $1.55/yd

Cost $8.00 $8.00

Cost $0.10 $0.05 $0.0125 $0.021 $0.095 $0.51 $0.79

Cost $0.04 $2.94 $13.09

MESSENGER BAG COST SHEET Style #: 6263 Date: 11/03/14 Description: Men’s Messenger Bag Season: S/S 15 Fabric: 100% Vegan Leather Size Size Scale

Material 100% Vegan Leather Total Material Labor Cutting/Sewing Total Labor

One Size (16”x 4”x 12”) 1 Yardage 1 ¼ yds

Trim/Findings Thread Main Label Stickers Hang Tag Tissue Paper Box Total Trim

Shipping for Packaging Shipping Products Duty

MU%: 78.5%

Retail Price: $175 - - -

Quantity 1 spool 1 1 1 1 1

Cost $1.94 $1.94

Price $0.95 $0.05

Description $110/8000 boxes, $183.50/8000 tags Ships from Guangzhou, China 12.47% of retail price

Total Manufacturing Costs: $37.58

Price $1.55/yd

Cost $10.00 $10.00

Cost $0.15 $0.05 $0.0125 $0.021 $0.095 $0.51 $0.84

Cost $0.04 $2.94 $21.82

For more information regarding packaging prices see Appendix Reference 2,3, and 4 For more information regarding packaging shipping refer to Appendix Reference 5 and 6 For more information regarding vegan leather product pricing refer to Appendix Reference 7

OVERNIGHT BAG COST SHEET Style #: 4875 Date: 11/03/14 Description: Men’s Overnight Bag Season: S/S 15 Fabric: 100% Vegan Leather Size Size Scale

Material 100% Vegan Leather Total Material

One Size (20”x10”x12) 1

Labor Cutting/Sewing Total Labor

Trim/Findings Thread Main Label Sticker Hang Tag Tissue Paper Box Total Trim Shipping for Packaging Shipping Product Duty

Yardage 1 ½ yds

Quantity 1 spool 1 1 1 1 1

Cost $2.32 $2.32

Price $0.95 $0.05

Description $110/8000 boxes, $183.50/8000 tags Ships from Guangzhou, China 12.47% of retail price

Total Manufacturing Costs: $46.14

MU%: 79.5%

Retail Price: $225.00 - - -

Price $1.55/yd

Cost $12.00 $12.00

Cost $0.15 $0.05 $0.0125 $0.021 $0.095 $0.51 $0.84

Cost $0.04 $2.94 $28.00

CUSTOMER ENGAGEMENT 34

DISTRIBUTION Dappered products will be distributed through our online retail portal to the United States only. As the company grows we hope to incorporate brick and mortar distribution, and within five years be selling our products wholesale to large companies such as Saks Fifth Avenue, Barneyâ&#x20AC;&#x2122;s New York, and Bloomingdales. We also hope to expand our online retail internationally.

FUNCTIONS Tie: Worn around the neck, for decorative purposes, either with a button down or a suit jacket. Men can make a statement with their chosen tie knot, such as double, half windsor, hanover, saint andrew, freestyle, or windsor. Neckties are most often worn in the work environment or evening events. Though recently they have also become a more casual accessory. Bowtie: The Bowtie is an alternative to the necktie. Also worn close to the neck, but it doesnâ&#x20AC;&#x2122;t hang down the body. Bowties are often associated with more formal occasions, though it too has become a more every day accessory. It has been a staple for southern culture in the past, and has recently emerged in other demographics across the US. Pocket Square: The pocket square is a square, strictly decorative piece of fabric that is generally worn in the left breast pocket of a menâ&#x20AC;&#x2122;s suit jacket. It serves as a way for men to coordinate or add prints and color to their ensemble. Pocket squares can be worn for any occasion a jacket is necessary. Dress Sock: Dress socks are worn in professional environments or any occasion when a man is in a formal setting. Traditionally the dress socks match either the shoe or the pant, though they have recently become an accessory item, as pants have shortened and more of the sock is seen. By incorporating fun colors and prints, dress socks can now be a form of expression instead of just a necessity. Travel Kit: Travel kits are a way for men to easily organize their toiletries for a weekend away, or a long vacation. They have always been a staple in lifestyle of frequent travelers, but also can be utilized by the everyday man. Weekend Travel Bag: A weekend travel bag is a small to medium bag that is large enough to hold the necessities for a weekend away. Messenger Bag: A messenger bag is a versatile bag men can use to carry their possessions to and from the work place, or to more casual places such as the park or gym.

CARE INSTRUCTIONS Tie: Everyday care: each time you remove your tie, untie the knot by reversing the method used to tie the tie. Do not pull the small end of your tie through the knot. Do not leave the tie knotted, as it will permanently crease the fabric. After removing, hang the tie on a tie rack or drape them around the collar of the coat. For stains: First, always blot the stain, rather than rub. For water-soluble stains, use a clean cloth and dab with a small amount of seltzer water. For oil-based stains, talcum powder may pull it out. Serious stains can be removed with spot remover or other mild cleaning agents, but test first on the back of the tie to be sure that the remover won’t damage the tie. Only as a last resort should you bring your tie to the dry cleaner. (“Tie Care”) Bowtie: See tie instructions. Pocket Squares: Pocket squares also only need to be rarely cleaned since they are purely decretive. If they become soiled or stained, spot clean by blotting, not rubbing. If this is ineffective, hand wash in cold water with mild detergent and let air-dry. Dress Socks: It is recommended to hand wash dress socks to preserve colors and maintain size and shape. If you choose to machine wash use gentle cycle, cold water and wash with like colors. (“Care Instructions”) Travel Kit Bag: Since the travel bag is made from vegan leather, it will only need to be wiped clean with a damp cloth if it becomes soiled or dirty in anyway. Weekend Travel Bag: See travel kit care instructions Messenger Bag: See travel kit care instructions

DISPOSAL All fabric accessories, including ties, bowties, socks, and pocket squares will be 100% biodegradable. This means they can be disposed of at home in the trash, and will decompose naturally in the landfill in as little as a week, up to 5 months. (â&#x20AC;&#x153;Surprisingly Compostable Textilesâ&#x20AC;?) All vegan leather products, including the travel kit, weekend travel bag, and messenger bag, will be sent back to the company to be recycled into new products. Once our consumers are finished with our leather goods, they can be disassembled and reused for other items. We give our customers the option to send our bags back to us so we can then recycle them and use the recycled material to create new products. We provide this option in hopes that it will decrease the amount of goods being thrown away and ending up in a landfill.

PIC 37

HANGTAGS

BRANDING

EDUCATIONAL COLLATERAL

TISSUE PAPER

STICKER

PRODUCT PACKAGING

CONCLUSION DAPPERED will be a low impact, environmentally conscious menâ&#x20AC;&#x2122;s accessories brand. Our product lines will allow men to indulge in trend driven accessories while maintaining a minimal footprint on the environment. Our company is devoted to educating consumers about the importance of sustainable apparel in the fashion industry, and DAPPERED will lead the way in regards to menâ&#x20AC;&#x2122;s accessories. Every product that we carry is sustainable, ranging from 100% biodegradable fabric to 100% recycled paper for packaging. As DAPPERED grows we hope to increase our accessibility, thus increasing the availability of sustainable products for men. We hope the future of fashion reflects the sustainable ideals and values that we represent.

WORKS CITED

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Kaplan, Marcia. “Understanding Affluent Male Online Shopping Behavior.” Practicalecommerce.com. PracticalEcommerce, 13 Sept. 2012. Web. 29 Oct. 2014. Kukec, Anna Marie. “Tie Bar to close Naperville warehouse, plans to increase Chicago staff.” Daily Herald. 22 Jul. 2014. 28 Oct. 2014. Kunde, Ashma. “Big Spenders and Millenial Hipsters Rekindle Dapper Dress Codes in Menswear.” Euromonitor International. 10 June 2014. Web. 20 Oct. 2014. Leibenluft, Jacob. “Trains vs. Planes vs. Automobiles.” Slate. Slate, 28 Nov. 2008. Web. 7 Nov. 2014. “Men’s Online Shopping Surpasses Women’s.” Huffingtonpost.com. HuffingtonPost, 3 May 2012. Web. 29 Oct. 2014. “Menswear in the US.” Euromonitor International. 14 July 2014. Web. 18 Oct. NewYorkTimes, 24 June 2012. Web. 29 Oct. 2014. “Organic Menswear - Made In The UK.” Cock & Bull Menswear. Cock & Bull Menswear, 1 Jan. 2013. Web. 23 Oct. 2014. Peerless Research Group. “Multi-Channel Distribution in the Apparel Industry.” Modern Materials Handling. SDI Group USA, 1 Apr. 2013. Web. 18 Oct. 2014. Pew Research Center. “Mobile Technology Fact Sheet.” Pew Research Centers Internet American Life Project RSS. Pew Research Center, 1 Jan. 2014. Web. 12 Oct. 2014. “Ralph Lauren: American Classic.” Eurbanista. Eubanista, 16 July 2009. Web. 6 Nov. 2014. “Ralph Lauren Investor Relations.” Ralph Lauren. 29 Oct. 2014. 2014.

“Saks Profit Falls, but Revenue Beats Estimates.” USA Today. 21 May. 2013. 28Oct. 2014. Shugar, Greg. “The Tie Bar.” Ask Andy About Clothes. Ask Andy Inc., 2 Mar. 2012. Web. 18 Oct. 2014. Sweeney, Brigid. “Neckties for the Frugal Job-Hunter.” Crain’s Chicago Business. Crain Communications Inc., 30 July 2012. Web. 20 Oct. 2014. “Team USA | Ralph Lauren.” Team USA | Ralph Lauren. Ralph Lauren Media LLC, 1 Jan. 2014. Web. 4 Nov. 2014. “Tie Care.” The Tie Bar. 29 Oct. 2014. Timberlake, Cotten . “Knot Your Grandpa’s Bow Ties; Millennial Men Fasten on to Geek Chic Trend’s Renaissance.” LexisNexis. 2 Aug. 2013. 10 Oct. 2014. “Transportation and Logistics.” Hanesbrandscsr. HanesBrandsInc, 3 Apr. 2009. Web. 6 Nov. 2014. “Segment Explorer - Young Influentials.” Nielson. The Nielson Company. Web. 18 Oct. 2014. “Surprisingly Compostable Textiles.” Hearts. 29 Oct. 2014. Young, Robb. “Online Appeals to the Male of the Species.” Newyorktimes. com.

APPENDIX Store Name Tie Bar Hook & Albert Saks Fifth Avenue Cock & Bull Menswear J Crew Ralph Lauren Brooks Brothers Zady Brave Gentleman

(Reference 1)

(Reference 2)

Number of Stores Online only Online only 42 stores 1 store, and online 333 stores, and online 613 stores 500 stores 1 pop-up shop, and online Online only

(Reference 3)

(Reference 4)

(Reference 5)

(Reference 6)

(Reference 7)

(Reference 8)

Guangzhou Kotoo Leather Co.,Ltd Guangzhou Checkey Leather Goods Mfg Co.,Ltd 2/F,NO.333,East HuangShi Rd,BaiYun District,GuangZhou,China.510420 Tel: 86-020-36291134 Fax: 86-020-36291154 www.h-ck.cn Email:sales@h-ck.cn QUOTATION TO: FM:Tiffany ATTN: DATE:2014-11-07 According to your requests: Item Image Description Product size (CM) Packing N.W/G.W (kgs/ctn) Unit price FOB GZ price QTY (pcs) Terms of payment 1 High quality PU leather travel cosmetic washing bag travel kits 25.5*18.5*12 Package:white box x 1pc 10pcs/ctn G.W.:8KG N.W.:7KG USD2.94/PC 3000pcs 1.1.The above quotation based on your pictures. 2.Payment term:30% deposit in advance,balance before shipment. 3.Production time:35days after get the deposit and every details confirmed. 4.Validity :35-45 days from the date hereof . verified ：Sam Best regards !

(Reference 9)

(Reference 10)

lister：Tiffany