GOOD PEOPLE AROUND THE WORLD PITCH DECK 2021 - 2022
INTRODUCTION I.
Ethical fashion market -Social and Solidarity Economy -Timeline of the Market -The Opportunities -Our Competitors - The target
II.
Good People -Story -Keywords -Product Range -Social Utility Project -Women’s Financial Health -A Green Print
III.
The business model -The model -Cost Division - Our rewarded actions -Concrete Purposes -Track Record -Development Prospects - Milestones
IV.
Project extension
V.
The team
2
All of the pictures you will see in the next sections are of our own.
3
I / THE MARKET
4
SOCIAL AND SOLIDARITY ECONOMY (SSE) A COMPLEX WORD THAT BETWEEN ALL IMPLIES: SOCIAL-LED INITIATIVES AND ECOLOGICAL VALUES.
PEOPLE, FIRST • In recent years a global SSE movement is emerging. A rapidly growing transformative, citizen-led alternative to market-driven capitalism, aimed at systemic change to build an economy and society that serves people and planet. •
SSE is grounded in locally rooted initiatives that are increasingly globally networked, based on solidarity, equity, human and Earth rights, self-determination, mutuality and cooperation.
5
TIMELINE OF THE MARKET THE WORRYING REPORTS ON THE FAST FASHION INDUSTRY THESE PAST 20 YEARS OPEN DOORS TO A FAIRER MARKET, IN CONSTANT EVOLUTION.
2001 ■ The precursor ■ Stella Mac Cartney launches her eponym brand.
2009
2012 ■ 70% of women ■ Are willing to pay more for an ethical product. ⎯Institut Français de la Mode Survey (2012)
2015 ■Importation of Fair trade apparels ■ Has multiplied by 4 in the USA this year. ⎯ The Almanac 2015
2014
2013 ■ The Rana Plaza ■ 1135 people found dead after a building collapses in Bangladesh
2019
2016 ■ A worrying ecological report ■ The fashion industry is held responsible for 20% of the world water pollution. ⎯ World Bank Stat. (2016)
2017 ■Fashion Revolution ■ 66 000 person gather for the FashionRev week ⎯ #whomadeyourcloths
2030
■The Fast fashion tragedy ■ 102 million tuns of
clothes are expected to be produced by this time. ⎯ Global Fashion Agenda (2017)
2029
2018 ■The Fair Trade market ■ Rose by 8% to reach a 9,2 billion revenue worldwide. ⎯ Globe Newswire, Oct 2018
6
THE OPPORTUNITIES CONSUMERS PLACE SUSTAINABILITY AS THEIR 4TH MOST IMPORTANT CRITERIA WHEN PURCHASING FASHION (57%) 84% OF CONSUMERS PLACE PRICE AND STYLE AT THEIR FIRST PRIORITY.
The three main barriers preventing consumers from purchasing sustainable fashion is:
1. Lack of knowledge and visibility of sustainable clothing, 2. The high price attached to sustainable fashion 3. Limited style.
« Sustainable Fashion Blue Print Report » University of Cambridge, 2018
7
OUR COMPETITORS THE BARRIER TO ENTRY TO OUR COMPETITORS IS OUR INDOOR PRODUCTION WHICH GIVES 100% TRANSPARENCY TO OUR MANUFACTURING WHILE WE KEEP A GOOD PRICE POINT AND DESIGN.
DESIGN
PRICE POINT
GP
GREEN PRINT
8
THE TARGET GOOD PEOPLE TARGETS WOMEN FROM CAPITAL CITIES WHO HAS STRONG VALUES FOR FAIR TRADE PRODUCTS AND HAS A SUSTAINABLE WAY OF LIVING.
• Average working woman who lives in the city, with good revenues (middle/high class). •
Strong interest in travels and cultures. Exclusive to what she buys, takes time to think it through. Not impulsive, reasonable, sustainable consumer. 9
II/ GOOD PEOPLE AROUND THE WORLD
10
ONCE UPON A TIME
After 5 years of studying fashion design & management in Paris (Mod’Art International) and in New York (Berkeley College) , in 2014 Clémence went on her own backpacking down the 8 countries of Eastern Africa to seek inspiration, then to join a charity in Madagascar, La Maison d’Aina. Mesmerized by the colors, the people and mostly the crafts of the country, she decides to come up with a single design of bags that would be declined in colors and sizes, and that will be entirely handmade by the women artisans of the high-lands of Ambatolampy.
From that, in 2016 she created a small workshop in Ambatolampy where at first, 10 to 12 women gathered everyday to weave and saw entirely the pieces of bags she designed. It was 5 years ago and she remains the creative director of the brand today, travelling the world to seek new authentic crafts to promote. 11
GOOD WHO? ALL OF OUR PRODUCTS ARE MADE-BY-HAND IN OUR OWN MANUFACTURE IN MADAGASCAR.
/High-end handbags (for now) looking to show a new sight of the fashion nonindustry. /Blending
authenticity
with
sophistication Promoting crafts of the world through timeless, artisanal, colorful collections. /A
transparent
and
ethical
manufacture Building independent, social and collective workshops headed by women.
12
OUR KEYWORDS WE PURSUE THE COMBINATION OF CRAFTSMANSHIP, AUTHENTICITY AND SOPHISTICATION.
13
OUR PRODUCT RANGE WE CREATE ABOUT 40 NEW REFERENCES EVERY SEASON DECLINED IN STYLES, SHAPES, COLORS.
Editions and price points
■
MARKET BAGS AND TOTES
15 different styles ■ Summer through winter ⎯ Between 190 and 250€
■
HANDBAGS
10 different styles ■ Created in 2017 ⎯ Between 140 and 190€
■
CLUTCHES
2019 LINESHEET
2020 LINESHEET
2022 LINESHEET
24 different styles ■ Created in 2016 ⎯ Between 110 and 140€
14
1 2 3
ETHICAL SOCIAL E C O -F R I E N D L Y
15
A SOCIAL UTILITY PROJECT GOOD WORK CONDITIONS CAN BRING BRIGHT OPPORTUNITIES TO UNEDUCATED MOTHERS.
SAMBATRA, 49 years old MIRA, 42 years old •
RAKOTO, 33 years old
These women, among others, didn’t get the chance to access education and coming from the poorest backgrounds. They often do not even know how to read or write.
•
They have the choice of working from home or working in the atelier all together, or even outside, in the rice fields.
16
WOMEN’S FINANCIAL HEALTH WE PAY OUR ARTISANS OVER 5 TIMES MORE THAN ANY OTHER MANUFACTURE.
•
There are no official jobs offered to women to get financial independence.
•
The established manufactures in Madagascar have awful work conditions: exaggerated working hours, lack of space, insalubrity for a poor salary.
• With Good People, thanks to our big turn-over, each of our artisan decides when she wants to work or not. •
We have a fixed direct-to-producer wage for each product that is provided.
17
A GREEN PRINT LOCAL SUPPLYING AND A NATURAL SOURCING FOR THE MOST SUSTAINABLE IMPACT.
•
We source all of our fabrics locally except for the importation of metal-goods and hardware.
• Raffia and agave cultures are held by our artisans family- members, it’s a local distribution network that helps out a targeted large and local community. • Most importantly, all of our raw material is plant based, indigenously cultivated therefore, unprocessed. 18
III/ THE BUSINESS MODEL
19
BUSINESS MODEL
GOOD PEOPLE AROUND THE WORLD
FIELD WORK ■ Raffia & Agave Culture & Dye ■ Organic farm in the region of Majunga, 23ht of land dedicated to the cultivation and dying of the plants. On request, they produce the color and quality we order, at a fair price.
■ ■
WEAVING WORKSHOP Hand looming of the fibers In the same area and partnered with the plant producers, artisans hand-weave the original fibers into pieces of rectangular fabrics 60 x 150cm.
INTERNATIONAL SALES ■ Direct delivery into retail stores ■ USA ■ Mexico ■ Japan ■ EU: France, UK, Germany, Spain, Italy, Poland ■ Turkey ■ Korea
OUR ATELIER ■ Making of the products ■ 37 women, full time employees and 2 head-ofproduction men, manufacturing all of the Good People products by hand with eco-friendly and sustainable materials. Our salary is 3 times the minimum mandatory wage.
EXTERNAL WORKFORCE ■ Home work ■ 20 women part-time willing to do homeoffice. They pick the materials at the atelier when they need to and go home to produce the products, to be able to take care of their family as well. 20
COST DIVISION OUR BAGS HAVE AN AVERAGE COST PRICE OF 34€ AND WE USUALY SELL IT WITH A 3 POINTS COEFFICIENT
199,00€ ■ Retail
Price
102,00€
■ Wholesale
price
Margin
Common charges ■ Marketing, trade-show, e-shop, product research, showrooms…
12,00€
Transportation ■ Grouped or in individual, we count an average of 12€ per bag for logistics.
4,00€
Accessories ■ Accessories and hardware, lining, handles, label, dustbag.
18,00€
Manufacturing ■ Making of the bag, including the price of fabric. 21
OUR REWARDED ACTIONS GOOD PEOPLE WON THE PRICE FOR SUSTAINABLE DESIGNER OF THE YEAR
Common Objective (CO) is an intelligent business network for the fashion industry. Their members have a common objective - to build successful businesses, with a positive impact for people and the environment. CO members include representatives from leading retailers such as Farfetch, Net-a-porter, Selfridges, ASOS and Saks Fifth Avenue, luxury brands from Kering to Burberry, Prada and Stella McCartney…. Gaining a CO leadership award underlines our commitment to sustainability and best practice. www.commonobjective.co 22
NOS ACTIONS RÉCOMPENSÉES GOOD PEOPLE A GAGNÉ LE PRIX DU « SUSTAINABLE DESIGNER OF THE YEAR »
Common Objective (CO) est un réseau professionnel intelligent pour les acteurs de l’industrie de la mode. Les membres ont un objectif commun - celui de construire des entreprises à succès avec un impact positif social et environnemental. Les membres CO incluent des représentants de marques leaders comme Farfetch, Net-a-porter, Selfridges, ASOS ou Saks Fifth Avenue, des marques de luxe comme Kering ou Burberry, Prada et Stella McCartney…. Gagner le prix du CO leadership award souligne notre engagement durable et nos pratiques éthiques. www.commonobjective.co 23
CONCRETE PURPOSES
STRATEGY
A CIRCULAR VISION IN FOUR DIMENSIONS EMPOWERED BY THE TRANSPARENCY OF OUR ACTIONS
Timeless designs
Traceability
Plant-based fabric research
Internal production
Traceability
DESIGN PERFORMANCE
CONSUMER AWARENESS
Traceability
GOOD PEOPLE
Artisanal practices
LONGETIVITY, SUSTAINABILITY
SOCIAL RESPONSABILITY
Women Empowerment
Transparent working conditions Local fabric sourcing
PHILOSOPHY 24
TRACK RECORD WE WENT FROM A LITTLE WORKSHOP OF 10 ARTISANS WITH NO RETAILERS, TO 59 EMPLOYEES AND 110 POINTS OF SALE AROUND THE WORLD. CHRONOLOGY OF EVENTS ■ ■
APRIL 2016
35 point of sales gained in France, Spain and Italy. Average B2B order of 1000€/order with a wholesale price point of 49€. First 12 retailers gained in the South of France Launch of the first reference, the « Aina » clutch declined in shapes and colors. Creation of the website and e-shop: www.goodpeople.fr
■ ■ ■ ■
■
2017
Set up of a bigger workshop in Antananarivo. 29 women working exclusively for us. ■ ■
■
■
■
New product type and diversification with a total of 55 references for the seasons. Collaboration with a showroom in Los Angeles, the Agency Showroom Doubled the retailers, reaching 90 of them by the end of the year which of them are 80% in the USA with big accounts such as Nordstrom, Rue La La, Anthropologie.
Presentation to trade shows, 3 sessions 2 times a year. 59 full-time employees in the factory. ■ ■ ■ ■
2019
Launch of a new reference, the « Antsa » clutch, for a total of 20 references. First retailers in Spain and Italy for a total of 50 points of sale.
1400 pieces sold by the end of the year, internationally. ■ ■ ■
2018
2020 - 2021
Set up of the first Good People workshop, 10 women working on a daily basis.
Association to a showroom in Munich, the Petra McAlpine Agency Association with a Japanese distributor in Paris and Tokyo, Marubeni LTD. Bulk order for Tomorrowland Japan, 550 pieces sold as a first order followed by an order of 1100 exclusive units. 110+ retailers carrying Good People products in countries such as USA, Japan, Korea, Spain, Turkey, Germany, England, Italy, Caribbean Islands…
B2C strategic development, creation of a white label department ■ ■ ■
Common Objective winning award for the Sustainable Designer of the year Digitalization of the company with strategic web-ads (Facebook, Google). 2000€ monthly average revenue on the e-shop in summer period Creation of a white label department: first contrat with luxury hotel Lily of the Valley for a 17.000€ worth order. New contracts on path with Eden Rock Luxury Hotel and Paris Society Group for 2022. 25
DEVELOPMENT PROSPECT WE CREATED A NEW DEPARTMENT IN ORDER PROVIDE WHITE LABEL MANUFACTURING
Our factory is now available for other brand’s needs in term of merchandising. First white-label contract with Lily of the Valley luxury hotel:
•
Made-to-measure design according to the brand’s identity
•
Fair-pricing justified by a MOQ at 100 units per style
•
Collaborative work with the brand’s Artistic Director to consolidate a long-term relationship WWW.LILYOFTHEVALLEY.COM
26
DEVELOPMENT PROSPECTS BY 2022 WE AIM TO HAVE TWO NEW IN-HOUSE MANUFACTURES AROUND THE WORLD.
CURRATING Our long term goal is to build new workshops with the same philosophy of handmade ethics and local crafting in several countries around the world.
EXTENSION We will extend our designs to ready-to-wear, home furnishing Projected destinations for new collections and building of local workshops Current journey of the products from raw state to finished
and lifestyle articles to offer a large range of products and a harmonious collection every season.
27
MILESTONES BY 2024 WE AIM TO HAVE TWO NEW IN-HOUSE MANUFACTURES AROUND THE WORLD.
JULY 2022 ■New manufacture & product range Already in touch with artisans in Brazil & Cambodia ■ Launching of shoe and/or hats line ■ SS23 Malagasy line development
JANUARY 2022 ■Investment of 250.000€
-Creation of three fixed positions in the company: ■ Digital Marketing Director ■ Logistic Manager ■ Sales Manager
■Trade shows preparation ■ Première Classe, Paris ■ Coterie, NYC ■ Project, Tokyo ■ White Show, Milano
-Hiring 10 new artisans -Raise the production to 800pc/ month.
2022
QUARTER 1
QUARTER 2
QUARTER 3
APRIL 2022 ■ B2C viral development + ■ White labeling contracts ■ ■
■
Hiring of a SEO/SEA Specialist Agressive online marketing campaigns (Instagram, Adwords, Facebook Ads)
2023 ■Prospection for DAMU location 2 ■Raising
of the production to 1000pc / month per manufacture ■Establishment
of a new product range in a new atelier
QUARTER 4
2023
OCTOBER 2022 ■ Launching of « DAMU» Exclusive retail space in the heart of Paris to support global luxury sustainable designers. ■ Unique location for press, events and talks around the core business of ethical fashion ■ Good People showroom and office ■ Boutique curator of luxury brands
Full-time dedication of the Sales Manager to sign new white-label contracts with hotel groups
28
I V/ P R O J E C T E X T E N S I O N
29
DAMU, CONCRETE STORE « DAMU: SUMERIAN GOD OF VEGETATION AND RESURGENCE. »
PROJECT EXTENSION
• Location of expression for luxury international designers that honor nature and place her at the center of their concrete organisation for good. •
360° reflexion for ecological impact, beauty of the selections, sobriety, fair price. Place for artist exhibitions that work with organic and raw materials.
30
PROJECT EXTENSION
31
PROJECT EXTENSION
32
PROJECT EXTENSION
33
V/ T H E T E A M
34
THE TEAM TWO CREATIVE MINDS BETWEEN PARIS AND MADAGASCAR, WORKING HAND IN HAND.
PARIS OFFICE Part-time Community Manager
ANTANANARIVO 2 factory directors 47 part-time independent artisans
Full-time Logistic Manager
Full-time Designer Assistant
CLEMENCE GOUDARD (FR)
OILIZO RAZOARISOA (MG)
PRODUCTION LOGISTICS TEAM MANAGEMENT QUALITY CONTROL
CREATIVE DIRECTION COMMUNICATION DISTRIBUTION SALES Founder & owner. 5+ years experience
7
in fashion, traveled to 30+ countries to
background. Long time relationship
seek for creative inspiration.
with local workshops and artisans,
Clémence
Oilizo is an expert in import/
has
a
confirmed
years
of
of
charity
Malagasi
work
background in the technical making of
export
fashion articles (Haute-Couture &
crafts,and
ready to wear), trends, market of
independent
luxury goods, entrepreneurship and
international brands seeking for
international sales.
production in Madagascar.
a
artisanal
reference transitor
as for
an large 35
CLÉMENCE GOUDARD CLEM@GOODPEOPLE.FR +33 6 59 46 14 90
WWW.GOODPEOPLE.FR