Gaia by Hayley Larson

A How To Book By: Hayley Larson, Ana Acevedo, and Mindi Dowst

Ta b l e o f C o n t e n t s 1 6 8 10 12 14 15 30 41 43 45 47 48 49 51 53 57

Introduction Who We Are Our Market Customer Profiles Our Materials Inspiration Product Description The Looks Annual Cost Savings How To Care Disposal Where You Purchase How It Will Arrive Market Expectations How To CD Apendix Works Cited

Introduction Welcome to Gaia. Gaia was the great mother of all, the primal Greek Mother Goddess. She was the creator and giver of birth to the Earth and the entire Universe and the heavenly gods, the Titans, and the Giants were born to her. We love fashion as much as our customers but we donâ&#x20AC;&#x2122;t want our love for fashion to have a negative impact on the environment. As a brand we strive to be sustainable and eco-friendly. What is sustainability? Sustainability refers to how biological systems remain diverse and productive. Basically we are doing our part to create and maintain the conditions under which humans and nature can exist in productive harmony and help maintain resources for future generations. Our company is dedicated to providing active, fashion forward women with eco-friendly fashions. Our manufacturers use natural dyes that do not cause harm to the environment or toxic waste and our textiles are made of materials such as recycled polyester, organic cotton, Lyocell, Micro Modal, and others. Americans buy an average of slightly more than one garment per week, which equals over 52 garments for the year! This does not apply to all consumers this is just the average and we donâ&#x20AC;&#x2122;t discard all our clothing that we bought at the end of the year which means our garments keep accumulating. Who says we need all those garments? Our brands goal is to cut back on the amount of garments our consumers need to purchase, we have designed a capsule wardrobe of ten garments that will be able to be worn all year.

W h o We A r e Mission Providing modern, ecofriendly, casual wardrobe for the everyday athletic woman

Vision We are dedicated to delivering stylish, yet functional athletic wear to our consumers all while maintaining sustainable practices.

Our Market More than ever there is a need to make functional athletic wear. Nine out of ten people choose to wear athletic wear for more than for exercising. Consumers want athletic wear they can wear fashionably but still maintain the same properties so they can wear it when they choose to work out. The idea is about being practical yet functional.

Our target consumers, athletic millennials, do not entirely understand what sustainable means concerning their clothing. To determine if a clothing item is environmentally friendly 45% of consumers look at the fiber content label, 38% look at the hangtag, and 34% look at the packaging. They need an easier and more engaging way to grab their attention. A major factor in why consumers aren’t purchasing sustainable clothing is because of it’s lack of availability. Today 33% of consumers don’t consider sustainability in their clothing because it isn’t readily available in the stores they shop in. Another reason is because consumers that are eco conscious will not sacrifice fit or durability and they want fun and fashionable clothing. A good way to connect with consumers about reducing the environmental footprint of apparel is by communicating and demonstrating clear financial savings and sustainability advantages. This is where Gaia comes in, we are dedicated to providing our consumers with fashionable, sustainable, durable clothing and knowledge to help our environment and save money.

“Apparel (Global Industry Overview).” The Gale Group. 2011. Web. 19 Oct. 2014. <http://warc.com/>.

Meet Harper

Meet Lindsay

23 years old

30 Years Old

Lives in Seattle, WA

Lives in Ft. Meyers, FL

Loves eating healthy and living eco friendly

Loves recycling and consignment shopping

Event Planner: Annual Salary of 70,000

Yoga Instructor: Annual Salary of 40,000

Enjoys working out, traveling, and finding new trends

Enjoys doing yoga with her daughter, eating organic, and surfing

Our Materials At Gaia, we use only the most sustainable fabrics. We choose fabrics that are not only friendly to our environment, but that are also comfortable, and flexible. We source our materials from the US and Canada all while maintaining the highest quality standards. We use only manufacturers that are committed to high working standards and eco friendly practices. Our manufactures are Ecotex Textiles, Eatontex Resources, Green Castle Textiles, and the Victor Group. The large portions of our garments are made out of 100% recycled polyester. Recycled Polyester comes from reusing plastic bottles made from PET, a polymer resin that comes from the polyester family. Recycled polyester helps cut back on the amount of plastic bottles that could ultimately end up in our oceans, lakes, or landfills. Another material we focus on is organic cotton. Organic cotton is grown from non-genetically modified plants and uses no harsh chemicals such as pesticides or fertilizers. Micro-modal also takes up a major percentage of our fabrics. It is known for being one of the softest fibers and is made usually from beech trees. We also combine our main fabrics with others such as Lyocell, Lycra, and Bemberg to add flexibility and comfort. Lyocell is a soft, light fabric made out of cellulose wood pulp, making it very sustainable. Bemberg is also very sustainable seeing that it comes from Linter, which is the protective shell of a cottonseed. This important fabric has a silk like smoothness and luster and is completely biodegradable. We added in Lycra, made from mainly renewable sources, for its spandex like qualities. It is important to maintain comfort in our clothing but also keep the properties needed for athletic wear. With the use of these fabrics and a great sense of style, Gaia is able to produce the best capsule wardrobe for the everyday athletic woman. For our accessories we focus on materials such as Merino wool and dupont, both of which are eco-friendly.

Not only are these fabrics eco friendly they are also comfortable and soft to the touch.

Inspiration

Our Product

We were inspired by the need to create sustainable athletic wear that could be worn all year long. Sustainable fabrics and dyes are what our brand prides itself on, and the ability to be worn throughout your day. Whether you are going to work, shopping, running errands, or working out, our products will fit your every need. Our clothing is made with the most environmentally friendly fabrics while maintaining durability that will last you for years.

Long Sleeve Button Up

Cowl Neck Jacket The Cowl Neck Jacket is the perfect jacket for any occasion. Whether it be to wear with jeans and a cute pair of heels or to wear simply to keep warm while taking a run in the cold weather. It can be zipped up to create a warm layer around your neck or zipped down to wear as a cute blazer.

The Long Sleeve Button Up is a staple for every womanâ&#x20AC;&#x2122;s wardrobe. This button up can be worn with nice slacks on your way to work or be paired with yoga pants on your way to class. Regardless you will be looking stylish and feeling comfortable wherever you are.

Retail Price: $120

Retail Price: $55

Fabric Content: 68% Recycled Polyester, 28% Lyocell

Fabric Content: 100 % Recycled Polyester

Color Ways:

Nike Environmental Score

Our Product Avg. Competitor

Score: 105 Score: 60

Score: 110 Score: 60

Rating: BEST Rating: BETTER

S h o r t S l e e v e V- N e c k

Adjustable Skirt The purpose of the Adjustable Skirt is the flexibility. This skirt can be worn long to cover your legs in chilly weather or it can be wrapped up and turned into a mini skirt in the warm summer days. It can be paired with any top to complete your chic, everyday look.

The short Sleeve V-Neck is the perfect basic to accessorize. Throw on some jewelry before work and after remove it to attend your favorite workout.

Retail Price: $35 Retail Price: $75

Fabric Content: 100 % Micro Modal

Fabric Content: 96% Lyocell, 4% Lycra

Color Ways:

Nike Environmental Score

Nike Environmental Score Our Product Avg. Competitor

Our Product Avg. Competitor

Score: 95 Score: 80

Score: 60 Score: 50

Rating: BEST Rating: BEST

Rating: BETTER Rating: BETTER

S t r u c t u r e d Ta n k

Adjustable Shorts The Adjustable Shorts are convenient for your capsule wardrobe for their ability to roll up and down. You can wear them as mid length pants or simply roll them up and attach them as shorts. A perfect item to have all year round.

The structured tank is also a simple staple perfect to dress up for work, or down for your workout. Its flexible material makes it perfect for your every need.

Retail Price: $30 Retail Price: $75

Fabric Content: 100 % Lyocell

Fabric Content: 100 % Recycled Polyester

Color Ways:

Nike Environmental Score

Our Product Avg. Competitor

Score: 110 Score: 60

Score: 95 Score: 60

Rating: BEST Rating: BETTER

Pants

L o n g S l e e v e V- N e c k The Long Sleeve V-Neck can be easily worn as a long sleeve, or rolled up into a short sleeve for warmer days. It is the perfect shirt to wear on your favorite running trails.

Our Pants are purposely made with comfort in mind. The Bemberg material makes them appear like silk making them stylish yet practical.

Retail Price: $40

Retail Price: $80

Fabric Content: 100% Micro Modal

Fabric Content: 60% Organic Cotton, 40% Bemberg

Color Ways:

Nike Environmental Score

Nike Environmental Score Our Product Avg. Competitor

Our Product Avg. Competitor

Score: 60 Score: 50

Score: 80 Score: 50

Rating: BETTER Rating: BETTER

Rating: BEST Rating: BETTER

Short Sleeve Blouse

Sleeveless Dress This Sleeveless Dress was designed with tennis players in mind. Therefore it is flexible enough to wear working out, or can be paired with a blazer or hat to be worn out into town.

The Short Sleeve Blouse has simple button details to make it easy to pair with jeans and heels, or with yoga pants and sneakers. Regardless it is the perfect fit for any occasion.

Retail Price: $65

Retail Price: $45

Fabric Content: 96% Recycled Polyester, 4% Lycra

Fabric Content: 100% Recycled Polyester

Color Ways:

Nike Environmental Score

Our Product Avg. Competitor

Our Product Avg. Competitor Score

Score: 110 Score: 60

Score: 110 Score: 90

Rating: BEST Rating: BETTER

Rating: BEST Rating: BEST

Sun Hat

Wrapped Scarf The Wrapped Scarf was designed for our consumers to be paired with our clothing to add warmth during winter nights. It is stylish, yet cozy for your every need.

The Sun Hat was designed with the summer months in mind. This hat will allow you to stay fashionable and block the sun while doing so.

Retail Price: $45

Retail Price: $ 30

Fabric Content: 100% Merino Wool

Nike Environmental Score

Our Product Avg. Competitor Score

Score: 80 Score: 60

Rating: BEST Rating: BETTER

Multi-Purpose Bag We offer our Multi-Purpose bag for our consumers that want to keep a stylish accessory but also to wear for any occasion. It is can be a perfect gym bag, or used to carry your work essentials.

Retail Price: $65 Fabric Content: 100% Dupont

Nike Environmental Score Our Product Avg. Competitor Score Score: 60 Score: 60 Rating: BETTER Rating: BETTER

Look 1

Look 2

L o n g S l e e v e V- N e c k : $ 4 0

Ta n k : $ 3 0 Adjustable Shorts: $75

Adjustable Skirt: $75

To t a l C o s t : $ 1 0 5

To t a l C o s t : $ 1 1 5

Look 3

Look 4

B u t t o n U p Ta n k : $ 4 5 Adjustable Shorts: $75

S h o r t S l e e v e V- N e c k : $ 3 5 Pants: $80

To t a l C o s t : $ 1 2 0

To t a l C o s t : $ 1 1 5

Look 5

Look 6

Long Sleeve Button Up: $55 Pants: $80

S h o r t S l e e v e V- N e c k : $ 3 5 Adjustable Skirt: $75

To t a l C o s t : $ 1 3 5

To t a l C o s t : $ 1 1 0

Look 7

Look 8

Dress: $65 Cowl Neck Jacket: $120

Dress: $65 Hat: $30

To t a l C o s t : $ 1 8 5

To t a l C o s t : $ 9 5

Look 9

Look 10

Ta n k : $ 3 0 Adjustable Skirt: $75 Adjustable Shorts: $75

Ta n k : $ 3 0 Pants: $80 Scarf: $45

To t a l C o s t : $ 1 8 0

To t a l C o s t : $ 1 5 5

Annual Cost Savings Gaia

Avg. Competitor

Amount Spent On Clothing: $760

Amount Spent On Clothing: $1,604

Number of Garments Purchased: 10

Number of Garments Purchased: About 52

Amount of Garments in Landfills:

Amount of Garments in Landfills: 68lbs per person

Reference Apendix A & B for cost calculator

Reference Apendix C for competition information

Gaia Saves You $844 Annually 40

H o w To C a r e

Believe it or not 15-40% of the overall water consumption in an average 4 person home is caused by doing laundry. The average American family does about 400 loads of laundry each year. While millennials are becoming more savvy in reselling clothing when they are finished with them, there are still 68 pounds of clothing that ends up in landfills each year per person. All of our clothing is made from fabrics that are easy to maintain. We suggest that you wash your clothes in cold water because this saves energy and prevents your clothing from fading. We also suggest when washing to use biodegradable detergent made by companies such as Seventh Generation or Method. Our fabrics are made with fast drying fibers which will make it easy to hang dry the garments. Hang drying eliminates 60 % percent of energy that is normally used in laundry.

Disposal

2 Million Tons Of textile waste in North America alone

Starts With Gaia, Ends With Gaia 44

Gaia prides itself on being fully focused on sustainable practices all throughout the brand. In order to achieve this we have to concentrate on another important factor in the fashion industry-- clothing waste. Most people throw their clothes away not really realizing the impact it is having on our environment when it ends up in giant landfills. At Gaia we know most people choose to throw their clothing away because it is easy and convenient. Our mission is to encourage consumers that when they are finished with their clothing that they originally purchased from us, they can choose to send it back. The used clothing can be sent back via the box the product originally came in, and the shipping label will be provided. Once we receive the clothing we will then break it down and reuse what we can and the rest will be recycled. In order to encourage consumers to send back their clothing opposed to throwing it out, we offer a percent off discount that they can use with our brand. This way they are helping the environment and saving money at the same time!

W h e r e Yo u P u r c h a s e

Gaia is dedicated to limting our impact on our environment so in order to fufill this promise we are sold only online.

How It Will Arrive

When your product arrives it will be packaged in completely sustainable materials. The actual box your product will come in is made up of corrugated cardboard and is uniquely designed making the box completely reusable for however you choose. This unique design also allows for an easier process when it comes time to send back your clothing. The corrugated cardboard comes from 43% recycled fiber and is made durable enough to protect any product. Suppliers of this product are dedicated to sustainable forestry, and by using this cardboard it can save up to 57% of harmful fossil fuel consumption. The clothing will come wrapped in paper and included inside will be a how to card for our product. All of the materials will be 100% recycled and recyclable.

Market Expectations

93 %

Looking towards the future of the athletic wear industry, a study done by Global Industry Analysts says the sportswear industry is expected to exceed $126 billion by 2015. That is a huge leap for the currently $30 billion industry, but the drive in demand coming from more health conscious older demographics in the US, Europe, Japan, Asia, and the developing countries in Latin America are driving demand. To stay ahead of growing demands in other countries we hope to grow large enough to ship internationally and expand our target market.

Of consumers wear their athletic wear clothing for activities other than exercising

In addition, athletic consumers today are wearing fitness wear for everyday activities rather than just exercising. This growing trend is also increasing the demand for ready to wear athletic garments. When it comes to sustainability, 48% of 4,000 13-34 year olds studied by BCG (Boston Consulting Group) choose to buy from brands that are active in supporting social causes. As more and more news about the state of our environment becomes prominent, consumers will be looking for the next and best sustainable fashion brand and will be willing to pay.

â&#x20AC;&#x153;Athletic Apparel: A Robust Market.â&#x20AC;? Cotton Incorporated. N.D. Web. 13 Oct. 2014. <http://cottoninc.com/>.

H o w To C D

Appendix A

Gaia Clothing Care Cost Calculator

Appendix B

Average Clothing Care Cost Calculator

Appendix C

Competitor Information

REI : Provides consumers with quality outdoor gear and designs their own award winning REI brand gear and clothing and has 100% satisfaction guarantee. REI donates millions of dollars to support conservation efforts nationwide and has teams of volunteers ranging from members and employees and even customers that help clean up beaches, restore local habitats and much more. By using responsible business practices they strive to minimize their negative environmental impact. They are a strong competitor because they offer some womenâ&#x20AC;&#x2122;s fashion outdoor gear and have clothing lines that use ecofriendly fabrics, similar to our company.

prAna : PrAna prides themselves on providing clothing that describes their target consumer. They use very few toxins and chemicals when making clothing and accessories and use organic cotton, natural fibers, and recycled materials to create their garments. PrAna markets Fair-Trade Certified styles and avoid harm to people and the environment whenever possible. PrAnaâ&#x20AC;&#x2122;s designs are similar to Gaiaâ&#x20AC;&#x2122;s and have hints of the yoga lifestyle, which makes them a strong competitor along with their social responsibility.

Columbia : Columbia prides themselves in providing high quality outdoor gear to get you through any kind of weather and their social responsibility is as varied as their product line. They use the Higg Index which allows companies to evaluate material types, products, facilities and processes based on environmental indicators. They also use have a restricted substances list to protect workers, the environment and consumers from harmful substances. At their headquarters in Portland, Oregon Columbia recently installed a 100 KW solar electric system that will reduce their carbon impact by 2,002 tons over the next 25 years. This is just the tip of the iceberg with Columbia, they are a strong competitor not only because of their designs but also because they are so environmentally friendly and constantly looking for ways to lessen their environmental impact.

Alternative Apparel : Alternative Apparel strives to make fabric innovations and are always looking towards the future and watching their social responsibility. Alternative Apparel uses sustainable fabrics for over half of the garments they sell and they utilize non-toxic, low impact dyes and natural dyes. To limit their water waste they use a G2 eco-wash finish that uses 60% less water and no chemicals. Alternative Apparel offers loungewear that can easily be dressed up and is constantly using textile innovations to reduce their impact on the environment giving them a competitive edge in the sustainability market.

Wo r k s C i t e d

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“Consumer Perspectives on ‘Green’ Apparel.” Cotton Incorporated. N.d. Web. 10 Oct. 2014. <http://cottoninc.com/>. Wortham, Himerria. “H&M Produces Eco-Friendly Clothing for Conscious Consumers.” The Sundial. 21 April 2014. Web. 10 Oct. 2014. <http://sundial.csun.edu/>.

Courtney. “Great Ideas For Your Sustainable Capsule Wardrobe.” Project 333. 2013. Web. 13 Oct. 2014. <http://theproject333.com/>. English, Nick. “The 14 Athletic Wear Companies That Are Actually Good for the World.” Greatist. 6 Dec. 2013. Web. 13 Oct. 2014. <http://greatist.com/>.

King, Bart. “Consumers Want More Eco-Friendly Apparel.” Sustainable Brands. 9 Feb. 2012. Web. 10 Oct. 2014. <http://sustainablebrands.com/>.

Honigman, Brian. “How Millennials are Shopping: 20 Interesting Statistics & Figures.” Medium. N.D. Web. 13 Oct. 2014. <http://medium.com/>.

Keeton, Joanna. “The Growing Trend of Eco Fashion.” Blue and Green Tomorrow. 8 Oct. 2012. Web. 10 Oct. 2014. <http://blueandgreentomorrow.com//>.

Cussen, Mark P. “Money Habits of the Millennials.” Investopedia. N.D. Web. 13 Oct. 2014. <http://investopedia.com/>.

Admin. “Millennials Buy More Clothing Than Previous Generations, and Other Shopping Habits.” Market Truth. 14 March 2013. Web. 10 Oct. 2014. <http://market-truth.com/>.

Sherman, Lauren. “For the Activewear Market, There’s no way but up.” Business of Fashion. 15 Jan. 2014. Web. 13 Oct. 2014. <http://businessoffashion.com/>.

Charboneau, Diana. “How Millennial-Friendly is Your Brand?” Manifest. 19 Jan. 2014. Web. 10 Oct. 2014. <http://manifestdigital.com/>.

“Athletic Apparel: A Robust Market.” Cotton Incorporated. N.D. Web. 13 Oct. 2014. <http://cottoninc.com/>.

Kibbe, Rachel. “Sustainable Fashion Should Tap Into Power of Millennials.” The Guardian. 30 Sept. 2014. Web. 13 Oct. 2014. <http://theguardian.com/>. “Clothes Washers for Consumers.” Energy Star. N.D. Web. 13 Oct. 2014. <http://engergystar.gov/>.

Emily. “Average Clothes Spending and Pattern.” Evolving Personal Finance. 27 June 2014. Web. 13 Oct. 2014. <http://evolvingpf.com/>.

Wo r k s C i t e d

“Apparel (Global Industry Overview).” The Gale Group. 2011. Web. 19 Oct. 2014. <http://warc.com/>.

http://www.pinterest.com/pin/262264378274445826/ http://www.pinterest.com/pin/259519997252437126/

“American Industry Overview: Sporting and Athletic Goods.” The Gale Group. 2011. Web. 19 Oct. 2014. <http://warc.com/>.

http://www.pinterest.com/pin/259519997252545337/

Fisher, Jon. Care2. The Nature Conservancy, 3 May 2012. Web. 27 October 2014.

http://www.pinterest.com/pin/48765608439404692/

“Fashion With A Mission.” Flow Living. 2 April 2012. Web. 27 October 2014

http://www.pinterest.com/pin/129548926756027514/

Sennebogen, Emilie. “What Does the Average Family Spend On Clothing?” How Stuff Works.

http://www.pinterest.com/pin/447193437971992533/ Other Images:

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http://the-nutritionista.com/tag/yogi/

Victor Innovatex. N.P, 2008. Web. 27 October 2014

http://world-crops.com/upland-cotton/

Green Castle Textiles. N.P, 2014. Web. 27 October 2014

http://goodbyebabylon.tumblr.com/post/101024482817

Eatontex Resources.. N.P, N.P. Web. 27 October 2014

http://www.mujersisimas.com/pages/englishtopics/the-fight-against-cancer.html

“Corrugated Cardboard and Sustainable Statistics.” HP Corporate Group. Mindgruve, 2014. Web. 27 October 2014

http://www.nopco.net/Application-areas/Pulp/

Pinterest Images: http://www.pinterest.com/pin/259519997252437124/ http://www.pinterest.com/pin/259519997252535544/