Upcycled Product Concept & Launch FASM 400 Liberty Bulley & Jade Wild
"AGOLDE is a premium denim label dedicated to setting the standard for advanced, directional denim." Los Angeles base denim collection, specializes in innovation to create perfectly fit vintage denim and create technology to reduce environmental impact. AGOLDE Jeans can be purchased online or at these retailers: Revolve, KITH, Intermix, Need Supply, Net-A-Porter, Shopbop, Saks Fifth Avenue, Moda Operandi, SSENSE, Bergdorf Goodman, Selfridges, Liberty of London, Neiman Marcus, FORWARD by Elyse Walker, Aritzia and Boon the Shop.
Company Description
MISSION STATEMENT "Here at AGOLDE, we are focused on design, sustainability and comfort. While our styles may emit an irreverent attitude, each piece is crafted with meticulous detail. We use only the most innovative fabrics sourced from around the world and facilitate product development in our vertically owned facilities and with select production partners to create denim of the highest caliber. We personally and carefully test every fit and fabric, and believe the practicality of a jean is as important as its design. Companywide, we are committed to being thoughtful in the creation of our denim and use advanced methods to reduce our imprint on the environment, including laser technology, ozone machines and high-efficiency wash methods. In short, AGOLDE invests in the future"
strengths
weakness Only offer sizes from 23-32 (not size inclusive) Mentions sustainability but there is no further information They don't personally have brick n mortar retail
Expand to brick and mortar retail With sustainability efforts in place, they have an opportunity to be more transparent To further advance their technology
They are competing with mall brands that sell similar style jeans that are significantly cheaper Not widely available for in store purchase
opportunity
threats
SWOT
Carries a variety of styles and fit Uses innovative technology to distress their jeans to minimize environmental impact They sell vintage style denim as well as sweaters and Jumpsuits
Current Initiatives
G2 Wash By The Atmosphere
A laundry system that uses air to reproduce ozone gas conditions, giving the garments an "Outdoor Look". This eliminates bleaching and conserves water, time, and energy.
Eco-Friendly Dyeing
Citizens’ laundry/dye machine system provides 50% more loading allowance along with 70% less water, chemicals, heating energy, waste water, 40% less electricity and 20% dye.
Laser Abrasion
Uses laser abrasion and contrasting effects to deconstruct the denim. The process requires almost no manual handling and ensures safe, fair and ethical working conditions for employees.
Demographics and VALS Women between the ages of 18-30 Middle-high income Live in or near a city Either in college or is a young professional Hobbies include: Socializing with friends Active on social media (Mostly Instagram) Artistically inclined (either in painting, decorating, fashion, interior, or into home DIY) Likes the occasional brunch with the girls Shopping habits include: Buys sustainably as possible Would pay more for an eco-friendly product Would try on before they buy Shops at places like Revolve
Customer Profile:
Kendra Hill Age: 24 Occupation: Interior Designer Lives in: New York City Income: $75,000+ Relationship Status: Single or dating In her free time, Kendra likes to meet her friends for coffee or the occasional brunch. She likes to shop at places like Revolve, SSENSE, or Net-A-Porter. She will pay more for a better quality product and is into sustainability. She mostly shops mostly shops online due to her busy schedule. She likes to post her work and share her experiences on Instagram and is active on social media overall.
Proposed Product AGOLDE will introduce a new line of one of a kind patchwork jeans made from 100% recycled AGOLDE denim. Available in the three best selling styles: RILEY HIGH RISE STRAIGHT CROP CRISS CROSS UPSIZEDJEAN JAMIE HIGH RISE CLASSIC FIT Each pair differs in color and patches depending on the reused fabric
COMPETITORS Product&Price
Reformation
PacSun
RE/DONE
Single patchwork denim jeans made from organic cotton. Retail: $148
Two-Tone Blue High Waisted Straight Leg Jeans. Not sustainable Retail: $59.95
Patchwork construction 100% cotton jeans. Retail: $510
COST SHEET
By using 100% recycled fabric, the cost to make jeans is $6.56 Produced in USA Avg. AGOLDE jean price: $165 Patchwork Retail Price: $110
COST: $6.56 MARGIN: 94.03% REVENUE: $110 PROFIT: $103.44
20
1.DONATE PRE LOVED AGOLDE JEANS As well as donated, over stocked jeans will be repurposed as well
2.JEANS DECONSTRUCTED INTO SWATCHES Size and shapes varies
3. SWATCHES ARE THEN PICKED FOR JEANS Selected at random, each pair will vary in color and size of patches.
4. PATTERNING COMPLETED Swatches are picked at random to create the one of a kind pattern
5. SEWN TOGETHER - RECONSTRUCTED INTO A PAIR OF JEANS Decorative white stiching on each patch
6. JEANS REPURPOSED INTO A NEW LOOK Enjoy your new unique and sustainable jeans, by AGOLDE.
100% RECYCLED PATCHWORK STRAIGHT CROP 100% Sustainable
PRINT MARKETING
DIGITAL MARKETING
WEBSITE
@
FEED
INSTAGRAM STORIES
FIRST STEPS TOWARDS A MORE SUSTAINABLE FUTURE. LONG LASTING PRODUCTS MADE LONGER. RECYCLE.RELIVE.REPURPOSE
Sources
https://agolde.com/pages/about-us https://blog.alternativeapparel.com/sustainable-denimagoldehttps://www.frankandoak.com/handbook/eco/post-consumer-waste https://bluejeansgogreen.org https://www.urbanoutfitters.com/shop/bdg-high-waisted-slim-straight-jeandistressed-patchwork-denim https://jadedldn.com/products/brown-patchwork-denim-boyfriend-jeans https://www.emmiol.com/tag/patchwork/jeans-c-221.html