BUSINESS PLAN
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JESSICA PRICE MCEWAN | BUSINESS PLAN | FAS6129
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LIST OF TABLES AND FIGURES
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TABLES
Table 1 | p25 Rains sustainable development goals for 2021 including seeking solutions in the intersection of sustainability and technology (Shopify, 2020). Table 2 | p51 Terminal and instrumental values of the Conscious Decelerators using the Nature of Human Values theory by Milton Rokeach (Rokeach, 1973). Table 3 | p59 Core consumer profile for Rains including Acorn Classification (Acorn, 2014) and behaviours. Table 4 | p66 Competitor profiling of The Fabricant. * figures based on primary research in February 2021. Table 5 | p67 Competitor profiling of Yoox Net-A-Porter Group. * figures based on primary research in February 2021. Table 6 | p69 Competitor profiling of Save Your Wardrobe. * figures based on primary research in February 2021. Table 7 | p75 Interview with Tom Bettinson from Rains. See Appendix 1 for full interview. Table 8 | p87 Breakdown of product information available through utilising EON’s CirularID™ labelling. Table 9 | p89 Breakdown of app development costs and considerations. Table 10 | p93 Costs of SS22 exclusive collection drop. See Appendix 1. Table 11 | p95 Legal regulations and obligations to consider for the eBox concept. Table 12 | p120 - 121 Cash flow of outgoings and income for 12 months of the eBox methodology.
09 FIGURES
Figure 1 | p21 Brand evolution timeline from establishment to present. Figure 2 | p22 Map showing global locations where Rains products can be purchased (Rains, n.d). Figure 3 | p23 Selection of stakeholder dealer companies for Rains. Figure 4 | p23 Social reach for Rains.com (Similarweb, 2021). * data according to social platform as of February 2021. Figure 5 | p27 Rains sustainable timeline since establishing (Shopify, 2020). Figure 6 | p45 Stakeholder map, with axis outlining relative involvement and importance, both internal and external. Figure 7 | p47 Materiality assessment conducted based on stakeholder engagement and social listening. Rains stakeholders are among others: Customers, Employees, Partners, Media, NGO’s and Industry Associations (Shopify, 2020). Figure 8 | p55 Diffusion of Innovations theory (Rogers, 1962) identifying that the Digital Architects are within the early adopters for the latest upcoming changes within the industry. Figure 9 | p80 Lead time estimates based off CLO 3D fashion design software, using company M’s data based on six months of running 3D in design development process (3D sample used for sample reviews as opposed to physical sample). Figure 10 | p114 - 117 Timeline of promotional execution tactics for launching the business concept dated from January 2022.
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TABLE OF CONTENTS
07
LIST OF TABLES AND FIGURES
13
EXECUTIVE SUMMARY
15
BRAND ANALYSIS BUSINESS BACKGROUND TIMELINE OF BRAND EVOLUTION GLOBAL REACH & PRESENCE RESPONSIBILITY
29
THE CONCEPT
49
CONSUMER TRIBE
65
COMPETITORS
OVERVIEW CONCEPT PROCESS BRAND VALUES SWOT ANALYSIS AIMS & OBJECTIVES MISSION STATEMENTS STAKEHOLDERS
CONSCIOUS DECELERATORS DIGITAL ARCHITECTS RAINS MILLENNIAL 2.0
THE FABRICANT YOUX NET-A-PORTER GROUP SAVE YOUR WARDROBE UNIQUE SELLING POINT
17 21 21 25
31 33 35 39 41 43 45
51 55 59
66 67 69 71
011
73
BUSINESS OPERATIONS IN-HOUSE INTERVIEW STAFFING STRUCTURE STAGES OF PRODUCTION 3D SUPPLY CHAIN PHYSICAL PRODUCTION CIRCULAR ID™ LABELLING RAINS APP DEVELOPMENT
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SALES FORECAST LEGAL REGULATIONS OPERATING COSTS SUMMARY
99
75 77 79 81 85 87 89
MARKETING & PR STRATEGY MARKETING STRATEGY PHYGITAL RUNWAY SHOW ADDITIONAL TACTICS PUBLIC RELATIONS STRATEGY
113
PROMOTIONAL TIMELINE
119
CASH FLOW SUMMARY
123
FUTURE GROWTH 5 YEAR EXPANSION PLAN
127
REFERENCES
133
APPENDIX
95 97
101 105 107 109
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EXECUTIVE SUMMARY
The eBox is a sub-brand concept that will be launched in conjunction with Rains to develop an end-to-end business process, with circular considerations. This will be a 3 faceted methodology on a capsule collection within the brand, with ambitions of whole-scale roll out. 3D technological design will be implemented into supply chain management, to create a cohesive and environmentally considered production. As both digitally advanced and sustainably conscious consumers, the Rains 2.0 Millennial requires more from their product than its physicality. The eBox provides not only digital integration with product, but displays full transparency of mindful manufacturing process from plant-to-product. This sustainable concept will expand on the brands existing goals to reduce environmental impact, by eliminating over-supply and production of sample waste, whilst simultaneously offering interactive engagement with their consumer.
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BRAND ANALYSIS
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BUSINESS BACKGROUND
ABOUT
Rains is a contemporary rainwear lifestyle brand creating waterproof designs for the global citizen. Influenced by its Scandinavian heritage, Rains practices an uncompromising approach to simplicity that is as equally rooted in functionality as it is in relevance. Rains is of the opinion that proper rainwear need not come at the cost of considered design. Rather, Rains apparel, bags, and accessories are designed to withstand the stormiest of weather, all while speaking to the current tendencies of today.
NAME
The name Rains celebrates the basic element to which Rains products are designed to protect the wearer from: rain. A word that has historically been a bearer of both joy and discomfort, Rains offers the opportunity to reclaim the word and view inclement weather as an opportunity rather than an inconvenience. Each product in return becomes a celebration of precipitation and the opportunity that lies within a rainy day.
PRODUCT
Every Rains product is initiated to honour and challenge traditional perceptions of rainwear. In conjunction to providing quality waterproof products, Rains apparel, bags, and accessories are designed to mix function with fashion. They offer customers a 2-year warranty to solidify strength in the quality of their product. Headquartered in Denmark, a Scandinavian undertone of simplicity remains constant in the Rains aesthetic, yet each product is carefully considered for the global customer. (Rains, n.d).
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THE COLLECTION IS ABOUT “SETTING THE TONE FOR SLOWING DOWN...WHEN WE FIRST STARTED TO APPROACH THE COLLECTION, WE COULDN’T AVOID THE FACT THAT MANY OF US ARE LIVING COMPLEX, FAST-PACED LIFESTYLES.” CREATE “A COLLECTION BUILT UNDER THIS SENSE OF A TIME SHELTER, AND WE WANTED TO DESIGN SILHOUETTES WITH LONGEVITY AND DEVELOP AN EARTHY COLOUR PALETTE THAT WILL CONTINUE TO WORK FOR SEASONS TO COME.”
Speaking to Brooke Bobb from Vogue, Rains Head of Design, Tanne Vinter (Bobb, 2020).
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TIMELINE OF BRAND EVOLUTION Rains was established by co-founders Philip Lotko and Daniel Brix.
2012
First product was launched - a simple, meaningful waterproof rain poncho. Next season drop delivered an entire portfolio full of waterproof apparel, accessories and bags.
Over the years, the brand expanded onto global market platforms through retailers.
Opens first Rains concept store.
2016
Expanded concept stores worldwide including: Paris, New York City, Copenhagen and London. Rains has 25 stand-alone stores across the world.
2020 Held Virtual Reality Runway shows for AW 20 and SS 21, due to COVID-19.
2021
Expanded digital experimentation and customer engagement.
Figure 1: Brand evolution timeline from establishment to present (Rains, n.d).
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Figure 2: Map showing global locations where Rains products can be purchased (Rains, n.d).
Online | International Delivery
In-store | Concept Stores
Shipping fees vary dependant on country. *Service not available in Bulgaria, Cyprus, Estonia, Greece, Latvia, Lithuania, Romania, Slovakia, Slovenia
Rains has 25 concept led stores globally, including 3 in London, 3 in Shanghai and 2 in Copenhagen.
Online | UK Delivery
In-store | External Stores
GLS Home Delivery: Free for orders of €120 or above Or €14 / €7 for orders from €80-119.99
External dealers of Rains are located across the world, and therefore product is controlled by their in-store stock.
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GLOBAL REACH & PRESENCE In an interview with Country Manger for the UK and Northern Ireland, Tom Bettinson suggest that in 2020, Rains reached a global revenue of over £25 million ($35m, €29m). Through e-commerce internationally, concept stores and as concessions within external stores, Rains has grown in global presence. Figure 2 visually references the stockist locations in which Rains can be purchased by customers in brick-and-mortar retail stores across the world. From this, it is clear that Western and European markets dominate as key target sectors, perhaps deriving from the brands core heritage. As well as this, the brands expansion has led to retail opportunities with key stakeholders and external brands, as demonstrated in Figure 3. This has resulted in brand exposure and growth in new market areas, thus expanding consumer interaction with the brand. Whilst Rains has concept stores located globally, it also champions an e-commerce platform at Rains.com. Digital is a core part of the business and is managed in-house. The online revenue channel serves worldwide from three strategically located distribution centres reducing both delivery time, as well as environmental costs.
116K* 47.29% of social traffic
261K* 4.81% of social traffic
Figure 3: Selection of stakeholder dealer companies for Rains.
Figure 4: Social reach for Rains.com (Similarweb, 2021). * data according to social platform as of February 2021.
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RESPONSIBILITY Three-faceted framework.
SDG
PEOPLE
Social sustainability
PLANET
Environmental sustainability
PROFIT
Economic sustainability
YEAR
ACTIVITY
OBJECTIVE
Responsible consumption and production
2021
Phase-out plastic shopping bags and polybags in adoption of a biodegradable packaging made of cornstarch.
Responsible consumption and production
2021
Reduce environmental impact in terms of materials products in products.
Increase amount of recycled material or alternative environmentally friendly raw materials in production
Responsible consumption and production
2021
Focus on textile waste streams and find solution together with suppliers and subsidiaries for recycling or upcycling.
Investigate, plan and test solutions that meet ambition of obtaining a circular business model.
Table 1: Rains sustainable development goals for 2021 including seeking solutions in the intersection of sustainability and technology (Shopify, 2020).
Eliminate all use of nonbiodegradable plastic packaging.
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LIGHT THE WAY
2012
Rains was established based on one product - a PFC and PVF-free rain poncho. The same quality as today.
2013
Introduces the iconic Backpack leading the way for the wide range of vegan friendly waterproof bags and accessories.
2016
Opens first Rains concept store.
2017
2018
Launches the care product, Rains Garment Cleanser, encouraging customers to take clever care of their rainwear. Becomes a member of Amfori BSCI - the leading global association for open and sustainable trade.
Launches a high-performance outerwear range insulated with vegan friendly hypoallergenic, down and featherless filling. Launches Rains Edit, a made-to-order concept emphasizing mindful manufacturing.
2019
Introduces an e-receipt system implemented in all Rains concept stores. Becomes a member of UN Global Compact - the world’s largest corporate sustainability imitative. Launches a Green Commerce Guide for all Rains concept stores and partnering stores to minimize the environmental impact of retail activities.
Reduces use of virgin polyester from 100% to 50% by introducing recycled PET polyester microfibre material made from recycled water bottles.
2021
Reduces use of virgin nylon from 100% to 50% by swapping out for its regenerated replacement, made of waste fabric and recycled plastics. Replaces all plastic packaging with EN 13432 certificated biodegradable packaging made from cornstarch.
Figure 5: Rains sustainable timeline since establishing (Shopify, 2020).
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THE CONCEPT
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OVERVIEW
CONCEPT
The eBox from Rains works through demand, then supply. Utilising 3D supply chain innovation for mindful manufacturing, whilst simultaneously offering wardrobe optimisation of products. An innovative and educational tool for the conscious consumer to gain more from their products both physically and digitally. An end-to-end process with a circular consideration.
RATIONALE
The digital twin market is forecast to reach £27bn ($35.8bn, €29.6bn) in value by 2025 (Markets and Markets, 2021), showing substantial financial benefits as well as offering an enhanced customer experience, and reshape of the retail landscape. In the UK, the value of unused clothing in wardrobes has been estimated at £30bn ($39.5bn, €34.3bn), while about £140m ($184.3m, €160.3m) worth of clothing goes into landfill each year (WRAP, 2012). A contributory factor to this could be that consumers forget what is in their physical wardrobe, so offering them an e-wardrobe would aid to overcome this.
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PURCHASE
WEAR
SCAN
INTERACT
EDUCATE
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CONCEPT PROCESS
PURCHASE
WEAR
SCAN
INTERACT
ENGAGE
Consumer purchase decision based off digital twin of garment on e-comm platform such as Rains.com.
Physical product is delivered direct to consumer.
Product is scanned through Rains app, dual-trigger technology launches e-twin of the garment.
Integrated into a personalised e-wardrobe space (the eBox) for digital wardrobe optimisation.
Mindful manufacturing cycle and traditional label information is available to customer showing Rains’ brand transparency as an e-label.
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BRAND VALUES
CENTRAL
Innovating Simplifying Considered
FUNCTIONAL
Durable Timeless Refined
EXPRESSIVE
Urban Purposeful Minimalist
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“HAVING A DIGITAL TWIN OF A PRODUCT WILL SOON BECOME A TRADABLE ASSET AND A KEY PART OF WARDROBE OPTIMISATION, WORN FOR SOCIAL MEDIA, A LIVE STREAM OR VIDEO CALL.”
Karinna Knobbs Fashion Academic and Futurist (Buller, 2020).
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SWOT ANALYSIS
STRENGTHS
OPPORTUNITIES
Innovative concept
Build a higher skilled workforce
Digital twinning is a growing market
Enter a new market for digital fashion
Mindful manufacturing within business model, based off demand then supply
Rains can show transparency and develop sustainability goals outlined for 2021.
Offers a made-to-order experience direct to customer
Could lead to the encouragement of higher direct sales from Rains.com, as opposed to external partners (as previously outlined).
Reduces sample waste, surplus stock and overuse of plastic polybags Reduces overhead costs on product sampling
WEAKNESSES
THREATS
Potential effects on return process with regards to the e-twin
Loss of livelihood in products as they could become too digitalised
Relies on coherent communication across all areas of supply chain through digital platform
Drastic reshape of retail landscape - could be too much too soon
Process may take time to establish within the business effectively
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AIMS & OBJECTIVES
PEOPLE
Engage consumers through transparent storytelling from plant-to-product and simultaneously offer interactive wardrobe optimisation of their garments.
PLANET
Within 6 months of implementing the strategy, see an 80% reduction in sample waste (including reduced plastic polybags and carbon emissions in global transportation).
PROFIT
Subvert traditional business operations, through demand then supply, utilising a 3D supply chain for mindful garment manufacturing.
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MISSION STATEMENTS
CONSUMER FACING
The eBox from Rains delivers more to you than our fashion-functional rainwear. Feel connected with the phygital, interacting with your product through transparent storytelling and optimising your wardrobe.
BUSINESS STANCE
Subverting traditional demand and supply. Utilising 3D supply chains to offer bespoke madeto-order products, for mindful manufacturing and interactivity in wardrobe optimisation.
VISION STATEMENT
The pioneers in digital twinning, paving the way for a new retail landscape for supply chain transparency and consumer interactivity.
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STAKEHOLDERS HIGH IMPORTANCE
Media Dealers Customers Partners Suppliers Owners LOW INVOLVEMENT
Employees
Publics Government
LOW IMPORTANCE
Figure 6: Stakeholder map, with axis outlining relative involvement and importance, both internal and external.
HIGH INVOLVEMENT
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STAKEHOLDERS
HIGH
Climate mitigation and resilience
Chemical management
Circularity
Human and labour rights
Sustainable transportation IMPORTANCE FOR STAKEHOLDERS
Diversity
Responsible partners
Employee well-being
Safety and incident-free operation
Anti-corruption Corporate governance
IMPACT ON RAINS
HIGH
VERY HIGH
Figure 7: Materiality assessment conducted based on stakeholder engagement and social listening. Rains stakeholders are among others: Customers, Employees, Partners, Media, NGO’s and Industry Associations (Shopify, 2020).
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CONSUMER TRIBE
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CONSCIOUS DECELERATORS Deriving from the busyness of everyday life, this community of Conscious Decelerators is united by their commitment to a slower, more sustainable pace of life. This extends their desire to seek out brands that serve a purpose, be that for mental wellness, or environmentally considered values. Although they do not eschew technology completely, they implement to restorative spaces in everyday life. With 91% of aspirational consumers willing to pay more for products produced in a socially and environmentally responsible way (BBMG, 2013); this consumer community seeks mindful, whole-system products. Product offerings and messages should provide transparency in all aspects of the supply chain - even if this shows areas of improvement. It is suggested that 87% of consumers are more likely to engage in a personalised experience (Epsilon, 2018). As this group seeks to mitigate it’s consumption habits, opportunities for service-led products are heightened, making a core value, the expectation to get more from their products.
TERMINAL VALUES
Equality Inner harmony Pleasure
INSTRUMENTAL VALUES
Responsible Imaginative Broad-minded
Table 2: Terminal and instrumental values of the Conscious Decelerators using the Nature of Human Values theory by Milton Rokeach (Rokeach, 1973).
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DIGITAL ARCHITECTS As digitally articulate consumers, the Digital Architects have high levels of technological advancements engaging them with the latest smart systems, tools, platforms and channels. Having grown up intuitively they have adopted gestural design and are able to navigate multiple interfaces for technology. A recent study by Retail Perceptions showed that 71% of people would shop at a retailer more often if it offered Augmented Reality solutions, demonstrating that consumer hunger already exists (Retail Perceptions, 2016). Additionally 88% of UK Generation Z say they would prefer brand experiences delivered by blending digital and physical channels (YouGov, 2019). Digital Architects drive on building digital eco-systems that cut through virtual noise, to produce self-curated virtual environments where retail is convenient and meaningful.
DIFFUSION OF INNOVATIONS
2.5% Innovators
13.5% Early Adopters
34% Early Majority
34% Late Majority
16% Laggards
Figure 8: Diffusion of Innovations theory (Rogers, 1962) identifying that the Digital Architects are within the early adopters for the latest upcoming changes within the industry.
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RAINS MILLENNIAL
2.0
The target market is a fusion of the conscious decelerators and digital architects. Rains core consumer derives from a Scandinavian based Millennial, who lives in cities such as Copenhagen or Amsterdam. Through global expansion, the brand has become more accessible to a broader consumer group with shifting wants and needs. This tribe of fashion-conscious Millennial’s seek sustainably considered rainwear, for both practicality and style, however they are in-touch with innovations that connect them to virtual spaces. This increases their desire for products and services that pose both physical and digital offerings.
AGE
25 - 34, Millennial
GENDER
Undefined
GEOGRAPHICAL
Copenhagen, Denmark
CAREER
Creative Agency | 255,000 DKK (£30,000)
LIVING STATUS
Comfortable Communities // Rising Prosperity Successful Suburbs (3G) // Career Climbers (2E)
LIFESTYLE
Often spend weekends visiting modern museums such as FOAM in Amsterdam, shopping at the local food market and value home cooked meals from organic ingredients.
INTERESTS
Despite the hustle and bustle of city life, they enjoy immersing themselves in nature; going for long hikes or bike rides - equipped with their Rains coat for any weather.
BEHAVIOURS
Shops 1-2 times a week, usually through e-commerce app platforms, utilising Apple pay. Equally enjoys browsing in concept stores.
Table 3: Core consumer profile for Rains including Acorn Classification (Acorn, 2014) and behaviours.
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“PEOPLE SPEND THEIR MONEY WHERE THEY SPEND THEIR TIME, AND MORE AND MORE PEOPLE ARE SPENDING THEIR TIME IN DIGITAL ECO-SYSTEMS.”
David Uy, CO-Founder and CEO of BLMP Licensing Marketplace (Licensing International, 2018).
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COMPETITORS
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a
The Fabricant is an Amsterdam based digital-only fashion house. Specialising in photo-real 3D fashion design and animation. The Fabricant is an direct competitor, as since establishing it has formed collaborations with sportswear retailers such as Puma, as well as the luxury market.
LAUNCH
Company was founded in 2018 by Kerry Murphy.
PRICE RANGE
Collaborating with many fashion brands, commission prices vary in work. The iridescence digi-couture dress sold for $9500 at auction.
INNOVATION
Technology is key in maintaining the run of the business. They use Generative Adversarial Network (GAN), which is an algorithm that analyses images and produces new designs. This is how The Fabricant develop a completely unique fashion offering.
The digital iridescence couture dress was launched in 2019.
Utilises major fashion publications and editors to gain coverage.
MARKETING CAMPAIGN
Email newsletter sign-ups for ‘digital drops’ (direct to consumer). Actively blogs on their latest innovations and projects to keep both consumer and industry engaged (creates apprehension and excitement).
SOCIAL ENGAGEMENT
59K*
4.8K*
Table 4: Competitor profiling of The Fabricant. * are figures based on primary research in February 2021.
1.1K*
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b
YOOX NET-A-PORTER GROUP, the world leader in online luxury and fashion, is piloting Digital IDs in a first move to roll out the technology across its private label collections from 2021 onwards. The group are a direct competitor of Rains, offering similar product, as well being one of the retailers concessionary brands.
LAUNCH
December 2020, made announcement YOOX NET-A-PORTER group would be offer digital swing tags on garments (for roll-out over 2021).
PRICE RANGE
The concept will initially be on private label collections. Price varies between brand but no additional costs will be incurred on products for new innovation.
INNOVATION
Scanning the swing tag will unlock services to customers such as product care directions, repair and recycling of the garments. Partnership with Eon and leveraging its CircularID™ Protocol. This digital passport initiative is set to display the transparency of the brand and products.
MARKETING CAMPAIGN
SOCIAL ENGAGEMENT
Utilises major fashion publications and editors to gain coverage. Actively blogs on the YOOX NET-A-PORTER group page, on their latest innovations and projects to keep both consumer and industry engaged (creates apprehension).
15.5K*
116K*
Table 5: Competitor profiling of Yoox Net-A-Porter Group. * figures based on primary research in February 2021.
1.6M*
Net-A-Porter
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c
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INDIRECT COMPETITOR
SAVE YOUR WARDROBE is a digital wardrobe app, focused on aiding users manage their existing and new products, in a sustainable and organisational way. This is an indirect competitor for Rains.
LAUNCH
It was established in the UK market in 2015 by Hasna Kourda.
PRICE RANGE
Free to download, and use the app, as well as web browser.
Uses artificial intelligence (AI) to build a digital version of users wardrobe.
INNOVATION
MARKETING CAMPAIGN
App extension partners for repairs, alterations etc, which encourages the extension of product life-cycles for a more circular offering, Highly focused on social media platforms, sharing content across all channels of display inspirational imagery, media coverage and events used to promote SYW. Also has engagement with fashion futurists in blogs and podcasts.
SOCIAL ENGAGEMENT
5K*
1.8K*
Table 6: Competitor profiling of Save Your Wardrobe. * figures based on primary research in February 2021.
Key weakness: appear visually archaic, through the reuse of ecomm product shot stills. This lacks interactivity and engagement with users, which ultimately could determine the app becoming unused, or uninstalled by the consumer.
7.9K*
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UNIQUE SELLING POINT Whilst recognising that the industry is starting to adopt digital fashion, the use of CircularID™ tagging on physical garments and in-app wardobe organisation, the eBox from Rains differentiates from competitors, as it embodies a combination of all three. The eBox from Rains will be operating as the first phygital clothing collection to launch in the market, offering an end-to-end process that benefits both supply chain management as well as consumerfacing interactivity with product.
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BUSINESS OPERATIONS
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IN-HOUSE INTERVIEW In order to gain a better understanding of the internal business operations that are existing within the company, an interview was conducted with Tom Bettinson, Country Manager for Rains. He highlighted how these will have to change or adapt to attribute the eBox methodology within the business.
QUESTION
RESPONSE
What is the existing business staffing structure from design to market? - how you feel the eBox concept will affect this? ie) how will the structure change or adapt to facilitate?
Existing Structure: 4 full-time employees in the design team (Based at HQ in Aarhus, Denmark). Then we have our factories in China, who we work very closely with. The eBox concept would require more time spent on the design phase and more knowledge of 3D design tools for both the design team and our suppliers in China. I would expect some training would be needed on the supplier end to ensure they can use / interpret the 3D modelling tools accurately.
What are the existing business operations from design to market for Rains? - how you feel the eBox will affect this?
In terms of processes, there would potentially be a lot of time and cost savings going back and forth from supplier to HQ with sampling. We usually prototype, then create sales samples (to present to our wholesale customers), then do further comments before doing a production run. The main limitation of an eBox methodology is determining the fit of a garment. When creating apparel, fit is extremely important and requires physical samples before launching to market. This is because different fabrics and construction methods will affect the appearance and ‘wearing’ of any given garment. I think the success of the methodology is dependent on the suppliers having a detailed understanding of 3D and their ability to follow construction instructions. We would still need to see / wear at least one sampled garment before running a production order.
Table 7: Interview with Tom Bettinson from Rains. See Appendix 1 for full interview.
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EXISTING EMPLOYEES Integrating existing employees into the eBox concept is key for a cohesive understanding across the staffing structure of Rains. WHO
SOURCED
Marketing Assistant
Content Creator
Supply Chain Communications Manager In-house App Management
ROLE
WAGE
HOURS
Rains HQ
£23,000
37.5 hours
Works closely with content creator, and second hand to marketing manager. In charge of sponsored-post planning.
Rains HQ
£22,000
37.5 hours
Creating content for ecomm and social media, with a shift to utilising digital twins within content.
£30,000
37.5 hours
Integral in ensure communication between supply chain is effective. Communicates with designers and suppliers directly to aid manufacturing process.
£28,000
18 hours
Rains HQ
(may involve travel)
Rains HQ
(part time role)
(per annum)
(per week)
Part-time role to ensure that app updates and changes are successfully fulfilled for customer usability.
NEW EMPLOYEES In order to fulfil the business operations and staffing structure effectively, Rains will devise a graduate scheme to take on 2 3D fashion design graduates as the working team for the eBox design concept on a one year fixed-term-contract. WHO Project Manager
LOCATED
Rains HQ
WAGE
HOURS
£40,000
37.5 hours
(per annum)
(per week)
ROLE Manages all aspects of eBox project with knowledge field & sector. Work with front and back end design. Head of design throughout development and production of digital garments.
Digital Design Manager
Rains HQ
£35,000
37.5 hours
Expert knowledge in 3D CAD software. Overseas the team of digital designers to ensure they fulfil duties.
3D Digital Designers (2 graduates)
Rains HQ
£24,000 (per person)
37.5 hours
The team of digital design graduates will work with CLO 3D virtual software to produce 3D CADs. Approval from head of design required.
External App Developer
Commissioned Specialist
£30,000
(3 week project)
112.5 hours
(3 week project)
(own studio)
A N N U A L C O S T O F N E W E M P L O Y E E S : £153,00.00 *based on averages taken from glassdoor.co.uk
Commissioned to develop the e-wardrobe element of the app. Development will take 3 weeks. Once contract is over, may be on-hand to work alongside in-house app management to solve any technical issues.
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STAFFING STRUCTURE
Project Manager
Digital Design Manager
Marketing Manager
Supply Chain Communications Manager
3D Digital Designers
Marketing Assistant
Production Team
Content Creator
Suppliers
External App Developer
In-house App Management
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DESIGN
MARKET
ECOMMERCE
PRODUCTION
LOGISTICS
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STAGES OF PRODUCTION
DESIGN
Rains design team trained through CLO 3D consultancy agency, converting existing 2D operations, into 3D.
Sustain manufacturing operations in China in close collaboration with partners whom the brand has long- standing relationships.
PRODUCTION
Business operations will excel through effective communications across the supply chain with intuitive omni-channel platform. Suppliers will receive training to create a cohesive platform throughout supply chain is using CLO 3D software for production.
EON CircularID as pilots Rains for e-tracability label.
LOGISTICS
Initial development to enhance existing Rains app will collaborate with external app developers / trained specialists. App management (Rains in-house team with extension).
ECOMMERCE
Utilising e-commerce platforms managed by in-house Rains team for social and website outputs, product will be retailed in online.
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BEFORE WITHOUT 3D
MATERIALS
DESIGN
SAMPLE
AFTER WITH 3D
MATERIALS
DESIGN
3D SAMPLE
REVIEW
REVIEW
SAMPLE
ECOMM MARKET
ECOMM MARKET
SAMPLE LEAD TIME
3 7 DAYS SAMPLE ADOPTION TIME
15%
SAMPLE LEAD TIME
2 7 HOURS SAMPLE ADOPTION TIME
55%
Figure 9: Lead time estimates based off CLO 3D fashion design software, using company M’s data based on six months of running 3D in design development process [3D sample used for sample reviews as opposed to physical sample] (CLO, n.d).
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3D SUPPLY CHAIN PRODUCTION Transparent and ethical supply chains are now vital in managing disruption and mitigating reputational risk. Research has argued that “supply chain transparency can be both a consumer tool empowering consumers to pressure disclosing firms to improve sustainability conditions and a corporate tool for increasing revenues” (N. Egels-Zandén et al, 2015). Due to COVID-19, the expectation of such transparency has accelerated, and Sarah Duncan, author of The Ethical Business Book, suggests “We’re becoming more and more ‘dark green’ as consumers, but it has to be really, really easy.” (Cuddeford-Jones, 2020). Figure 9 demonstrates how using 3D within Rains’ supply chain, will reduced lead times to 27 hours in the sampling process. In turn, this will increase the sample adoption time by 55%, creating a faster, yet mindfully considered manufacturing process.
NO. OF USERS
LICENCE TYPE
3 users for eBox from Rains
Business usage Network: 3 IDs
PRICE PER ANNUM £438 (VAT included) £1,314.00 (total)
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Storm Breaker
Pants
3D MODEL
£100
£150
£50
4 VIEW RENDERING
£20
£20
£20
360° ANIMATION
£100
£100
£100
Long Coat
Transparent String Overcoat
Bucket Hat
Ultralight Jumpsuit
3D MODEL
£150
£200
£250
4 VIEW RENDERING
£20
£20
£20
360° ANIMATION
£100
£100
£100
* predictions based on prices supplied by external collaborator (3D fashion designer).
TOTAL COST OF 3D MODELLING:
£900.00
TOTAL COST OF 4 VIEW RENDERING: TOTAL COST OF 360°ANIMATION:
£120.00
£600.00
PRODUCTION OF DIGITALLY RENDERED COLLECTION:
£1,620.00
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PHYSICAL PRODUCTION
RRP:
PRODUCT
£99.00
Materials
Labor
QR label
Duties
Hardware
Transport
True Cost
£10.56
£9.22
£0.20
£1.75
£2.26
£0.76
£24.75*
RRP
UNIT TRUE COST (per colour way, per unit)
UNITS 300
Storm Breaker Pants
£89.00 £59.00
£22.57 £14.75
300 300 300 300 300
Bucket Hat Long Coat
£25.00
£6.35
£99.00
£24.75
250 250 250 300 300 300
Transparent String Overcoat
£139.00
£34.75
Ultralight Jumpsuit
£189.00
£47.25
400
250 250
P H Y S I C A L P R O D U C T I O N C O S T S * : £98,075.50 * Predictions made using Everlane cost breakdown, which suggests Everlane use 2-3x mark up vs traditional 5-6x mark ups. See Appendix 2. Average taken at a 4x mark up price for the Rains eBox.
TOTAL TRUE COST £20,313.00 (TC x 900)
£13,275.00 (TC x 900)
£4,687.50 (TC x 750)
£22,275.00 (TC x 900)
£13,900.00 (TC x 400)
£23,625.00 (TC x 500)
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E-TRACEABILITY LABEL ITEM #001578634686 E-TWIN
MATERIALS
SIZE
PRODUCTION
ORIGIN
CARE
87
CIRCULAR ID™ LABELLING
In order for the products in the exclusive drop to be tracked for their full transparency from plant-to-product, Rains would be the pilot for EON’s CircularID™ tagging. When the QR interior label is scanned through the app, the product e-twin is launched, along with eco-system metadata. Not only will this offer transparency for the business, but also directly to the consumer. As this concept from EON is an upcoming innovation, Rains will become a pilot for the CirularID™, which ensures minimal risk and lower financial investment for the eBox, before heavily investing through whole-line implementation.
PARTNERSHIP DEAL:
£60,000.00
* based on best estimate
INFORMATION
DESCRIPTION
DATA FORMAT
E-Twin
Digital twin of product, taken directly from the content used in the design phases of garment.
360° rendered image
Size
Size of garment retaliative to country size standard.
Examples: M | UK 12 | EU 40 | US 8
Origin
Country of manufacture in final assembly stage. Offers greater transparency in where garment was made.
ISO 3166
Materials
This is the material composition of garment. May also show the % recycled content in a garment.
Material name & % of composition Example: 45% Recycled Polyester
Production
List of processes garment has been through in order to be produced. Shows full transparency.
Product Certifications Example: amfori BSCI
Care
Care directions for washing and maintaining garment.
Universal care label icons
Table 8: Breakdown of product information available through utilising EON’s CirularID™ labelling (EON, n.d).
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RAINS APP DEVELOPMENT
Rains already has a pre-existing app that is more narrowly targeted to the communication and performance for all Rains Retail Partners, internal employees and for all of our external partners. The eBox would be an add on to this app that would be consumer facing for users.
WHO
DESCRIPTION
Initial App Development
Already a developed and licensed platform that is utilised by Rains.
-
External App Development
Operating costs of app add-ons to complete the eBox concept for project.
£28,000.00
In-house App Management
Managed by existing in-house app team, and they will facilitate the operations of this.
Table 9: Breakdown of app development costs and considerations.
A P P D E V E L O P M E N T C O S T : £28,000.00 *based on averages taken from businessofapps.com
COST
-
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SALES FORECAST
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93 58 OFF WHITE
58 OFF WHITE
58 OFF WHITE
17 TAUPE
17 TAUPE
17 TAUPE
19 OLIVE
19 OLIVE
19 OLIVE
Storm Breaker
Pants
RRP
£89.00
£59.00
£25.00
UNITS SOLD (per colour way)
300
300
250
TOTAL SALES
£80,100.00
£53,100.00
£18,750.00
58 OFF WHITE
85 SHINY AMBER
Bucket Hat
27 SHADOW OLIVE 28 SHADOW WHITE
17 TAUPE 19 OLIVE
Long Coat
Transparent String Overcoat
Ultralight Jumpsuit
RRP
£99.00
£139.00
£189.00
UNITS SOLD (per colour way)
300
400
250
TOTAL SALES
£89,100.00
£55,600.00
£94,500.00
T O T A L S A L E S F O R E C A S T : £391,150.00 Table 10: Costs of SS22 exclusive collection drop. Units based on direct primary research from the brand. See Appendix 1. As this concept works on demand then supply, meaning units sold and sales are variable to customer demand.
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LEGAL REGULATIONS
LAW
DESCRIPTION
Code of Conduct
As a member of amfori BSCI, Rains have adhered to the BSCI Code since first operating. Moving forward, Rains will commit to implement UN’s universal and international agreed upon minimum standard for responsible business behaviour through the eBox concept. This will promote co-operation, dialogue and a strong risk culture throughout the supply chain.
General Data Protection Regulation GDPR
Marketing and Advertisement Law
To ensure the data protection for customers, they will be given ‘opt-in’ or ‘opt-out’ consent boxes across all digital marketing material. In-app, “allow camera assess” notification will be enabled. A key element of this business model is transparency. Therefore, the eBox from Rains will provide accurate descriptions of all products and services. Do not promote illegal or unsafe content across marketing platforms.
Table 11: Legal regulations and obligations to consider for the eBox concept.
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OPERATING COSTS SUMMARY BUSINESS OPERATIONS
OUTGOINGS
CLO 3D virtual fashion software package
£657 (6 months) £1,314 (annually)
SS 22 production of digitally rendered collection
£1,620.00 (6 months)
SS 22 physical production
£98,075.50 (6 months)
Total production operations
£99,914.50 (6 months) £199,829.00 (annual)
EON CirularID™Partnership
£60,000.00
eBox app development
£28,000.00
Annual total staffing operations
£153,000.00
ANNUAL OUTGOING OPERATIONS
- £442,143.00
SALES FORECAST
INCOME
SS 22 sales forecast
£391,150.00 (6 months)
SS & AW 22 sales forecast
£782,300.00 (12 months)
ANNUAL SALES FORECAST*: *doubled for predicted sales for AW22 drop
A N N U A L O P E R A T I N G P R O F I T : £340,157.00
+ £782,300.00
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MARKETING & PR STRATEGY Brand and marketing activities are based in-house with the support of external PR-partners. Rains’ approach is based on an integrated marketing communication across both new and traditional channels ensuring customer engagement across all touch-points.
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MARKETING STRATEGY
MARKET
Promotional strategies will aim to sustain Rains’ engagement across it’s key platforms. The existing marketing strategy revolves around collection launches, telling a new story every on all channels. This is something that will be replicated to reflect the eBox.
MESSAGE
In recognition of 10 years of Rains, the campaign will celebrate the journey that the brand has been on in implementing sustainably considered practices, with a blend of digital innovation. Therefore, the consumer will be simultaneously taken on that journey through transparent storytelling of their products.
MEDIA
Phygital Runway Show Digital Lookbook Direct Mailing Social Sponsored Posts
Whilst offline media will start to excel post-pandemic due to the tangibility of it, tactics used for the eBox take offline media such as the lookbook and produced them online, to show the 3D and interactive approach.
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105
PHYGITAL RUNWAY SHOW In order to effectively market and showcase the new collections, two runway shows for both the SS22 and AW22 drop, will marry both online and offline environments and produce a phygital space. As models walk down the catwalk wearing physical product, their movements are simultaneously connected to the ‘Rains Metaverse’ - a digital version of the runway, which will be streamed across social channels for wider audience engagement. With 95% of marketers agreeing that live events provide attendees with valuable opportunity for engagement (Visme, 2019) it is a key multichannel method to ensure both stakeholders and consumers are interacting with eBox from Rains.
PHYGITAL RUNWAY SHOW
As this would coincide with the pre-existing runway shows for the main collection, event hire and operational costs would already be budgeted for by the company. Outlined are the additional costs that would be inured by implementing the phygital element. CATEGORY Motion Capture Suits VR Specialist
Videographer Digital Streaming
SOURCED
COST
DETAILS
Rokoko
£2495.00 (per suit)
3 main looks for exclusive drop = 3 suits £7,485.00 total
£9,000
Manages the real-time output into VR of catwalk movements connected to e-twins
(rokoko.com)
External Freelancer (glassdoor.co.uk)
External Freelancer (glassdoor.co.uk)
External Freelancer (glassdoor.co.uk)
(2 week)*
£1000
(per project)*
£7,000
(2 week)*
*cost for SS 22 phygital runway. Same cost applied for annual summary for AW 22.
T O T A L A D D E D C O S T : £24,485.00
Films this section of the runway show for it be used in post-event follow ups Manages the real-time streaming at the event onto social platforms ie) live stream
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107 SPONSORED SOCIAL POSTS
Rains ecomm traffic from social content is 6.53%, with Facebook accounting for 47.29% of all social traffic. Therefore, sponsored posts will be directed on this platform to ensure best reach and engagement with audience. DURATION
COST
REACH
Concept Launch Post
2 weeks
£550.00
Reach 90,000
Apple App Store Launch Post
2 weeks
£1,220.00
Reach 20,000
SS Launch Post
10 days
£375.00
Reach 50,000
After SS Runway Sponsored Post
2 weeks
£550.00
Reach 90,000
AW Launch Post
10 days
£375.00
Reach 50,000
After AW Runway Sponsored Post
2 weeks
£550.00
Reach 90,000
CATEGORY
MEDIA
£0.61 (CPT)
*based on averages taken from leadguru.co.uk
T O T A L A D D E D C O S T : £3,620.00
ADDITIONAL MARKETING TACTICS CATEGORY
MEDIA
Newsletter
Direct Mailing
Digital Lookbook
Rains.com
COST
DETAILS / REACH
N/A
FREE
This will be within the marketing assistants job description. Reach using existing customer mailing database.
N/A
FREE
This will be within the marketing assistants job description using content provided from digital designers / content creator.
DURATION
SS 22 MARKETING CAMPAIGN COSTS:
£27,180.00
A W 2 2 M A R K E T I N G C A M P A I G N C O S T S : £25,410.00
ANNUAL TOTAL MARKETING COSTS:
£52,590.00
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PUBLIC RELATIONS STRATEGY
PRESS RELEASE
Press releases prior to launch, and after for follow up reviews will be sent out to key media stakeholders in order to gain coverage. This is key in ensure that the concept’s ethos is fully understood by external publics.
GAINED MEDIA COVERAGE
Media coverage from fashion editors and journalists will provide the Rains with external exposure of both the eBox concept, and the brand. This will make the concept more credible with external media sources reporting pre-launch and post-launch.
LIVE BRIEF
Partnering with the Amsterdam Fashion Institute to set a live brief for the ‘Virtual Fashion Design: The New Real’ summer course. 2 week project to design for Rains. Top 2 students will be asked to join the Rains digital design team for a 3 month paid internship to work on AW22 exclusive collection.
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111 PRESS RELEASE
PRESS OUTLET NAME
COVERAGE
Forbes
Online editorial
Business of Fashion
Online interview
Drapers
Online editorial
HYPEBEAST
Online editorial
Grazia
Online interview
Vogue
Print editorial
SALARY
TOTAL COST
LIVE BRIEF
OVERVIEW Live brief to be launched in collaboration with AMFI on the summer school for digital fashion. Top 2 students will be selected to do a 3 month internship working with the in-house digital design team on AW 22 drop. *based on averages taken from glassdoor.co.uk
£5,500 (3 months) £11,000.00 £5,500 (3 months)
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PROMOTIONAL TIMELINE
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FEBRUARY 2022
Launch of the new Rains app that is presented exclusively. Invite to pre-access of Phygital Runway show only available through app which will encourage downloads by users. Press release sent out to media outlets and editorial magazines such as Vogue, Fashion United etc.
01
03
02 PRE LAUNCH
SS
22
EXCLUSIVE LAUNCH
JANUARY 2022
MARCH 2022
Rains introduce the eBox across social channel platforms, and release direct mailing to existing consumer database. The suggestion of ‘something new is coming’.
Phygital Runway Show Spring Summer 2022
Teaser animations will roll out onto key marketing channels for Rains. Hold industry interviews discussing new concept to create apprehension.
Collection becomes available to buy digitally through the website at Rains.com. This will push direct traffic to website thus increasing sales.
115 APRIL 2022
JUNE 2022
Heavy focus on social content from the Phygital Runway through sponsored posts on Facebook and Instagram.
Launch collaboration with AMFI students live brief on ‘Virtual Fashion Design’ course.
Post-show write ups will circulate from press coverage on the event.
Gain earned media coverage, showing Rains’ is giving educational opportunities for new upcoming designers.
Direct mailing will continue throughout the collection drop.
04
05 POST LAUNCH
MAY 2022
Digital lookbook becomes available to access for SS 22 containing content from the phygital runway show. ‘Cooling off’ period to focus on retention methods for consumers, engaging directly with their purchase experience and e-wardrobe usage.
Figure 10: Timeline of promotional execution tactics for launching the business concept dated from January 2022.
06
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JULY 2022
SEPTEMBER 2022
Direct mailing for newsletter will be sent out to customer database in apprehension for the AW 22 exclusive drop.
Heavy focus on social content from the Phygital Runway through sponsored posts on Facebook and Instagram.
Pre-launch sponsored posts will be circulating.
Post-show write ups will circulate from press coverage on the event.
Press release sent out to media outlets and editorial online magazines.
Direct mailing will continue throughout the collection drop.
07
08 AW
22
EXCLUSIVE LAUNCH
AUGUST 2022
Phygital Runway Show Autumn Winter 2022 Collection becomes available to buy digitally through the website at Rains.com. This will push direct traffic to website thus increasing sales.
09
117
NOVEMBER 2022
‘Cooling off’ period to focus on retention methods for consumers, engaging directly with their purchase experience and e-wardrobe usage.
10
12
11
POST LAUNCH
OCTOBER 2022
DECEMBER 2022
Digital lookbook becomes available to access for AW 22 containing content from the phygital runway show.
Newsletter releasing success of the eBox annual campaign for both customer interaction and positive environmental impact it has had.
Direct mailing will continue throughout the collection drop.
This is key in ensuring customers are aware of how and why the eBox has been used.
Figure 10: Timeline of promotional execution tactics for launching the business concept dated from January 2022.
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CASH FLOW SUMMARY
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MONTH
01
02
03
04
05
0
Jan
Feb
Mar
Apr
May
Ju
SS 22 exclusive drop
NOTES
£391,150.00
TOTAL INCOME
EXPENDITURE
£1,314.00
-
-
-
-
-
-
£99,914.50
-
-
-
-
CircularID™
£60,000.00
-
-
-
-
-
eBox app
£28,000.00
-
-
-
-
-
Wages
£12,750.00
£12,750.00
£12,750.00
£12,750.00
£12,750.00
Phygital Runway
-
-
£24,485.00
-
-
-
Sponsored posts
-
£1,770.00
£375.00
£550.00
-
-
Internship salary
-
-
-
-
-
-
- £102,064.00
- £114,434.50
- £37,610.00
- £13,300.00
- £12,750.00
- £12,7
Opening Balance
-
- £102,064.00
- £216,407.50
£137,135.50
£128,835.50
£116,0
Closing Balance
- £102,064.00
- £216,407.50
£137,135.50
£128,835.50
£116,085.50
£103,3
CLO 3D software Production
£12,75
TOTAL EXPENDITURE
Outgoings
Table 12: Cash flow of outgoings and income for 12 months of the eBox methodology.
121
6
un
07
08
09
1O
11
12
Jul
Aug
Sept
Oct
Nov
Dec
AW 22 exclusive drop £391,150.00 + £782,300.00
-
-
-
-
-
-
£99,914.50
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
£12,750.00
£12,750.00
£12,750.00
£12,750.00
£12,750.00
£12,750.00
-
-
£24,485.00
-
-
-
-
-
-
£375.00
£550.00
-
-
-
-
£3,666.67
£3,666.67
£3,666.67
-
-
-
50.00
-
-
- £505,433.01
750.00
- £116,331.17
- £41,276.67
- £16,666.67
- £12,750.00
- £12,750.00
- £12,750.00
085.50
£103,335.50
- £12,995.67
£336,877.66
£320,210.99
£307,560.99
£294,810.99
335.50
- £12,995.67
£336,877.66
£320,210.99
£307,560.99
£294,810.99
£282,060.99
FUNDING STATEMENT An initial investment of £216,407.50 will be taken from the businesses internal annual budget for implementing sustainable strategies and reducing their environmental impact. This will be a short-term investment, with return becoming available by March/April 2022. Profit will then be used to fund the rest of the year and business concept.
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FUTURE GROWTH
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125
5 YEAR EXPANSION PLAN Once established as an early adopter in utilising digital design processes, 3D supply chains and wardrobe interactivity, the eBox from Rains will continue. This will result in whole-line roll out across all operations within the business. To ensure the business concept develops and sustains, collaborations with gaming platforms such as The Sims could be implemented, to optimise the e-wardrobe and continue to engage directly with their consumer. Additionally, collaborations with resell apps such as Depop could be considered, to extend the longevity and lifecycle of Rains’ products. This would be traded through the digital twin, as opposed to the physical garment. With regards to promotional strategies, Rains will continue to innovate within the market sector, experimenting further with the fusion of online and offline to create phygital spaces. This would close the void between physical and digital; the future of the retail landscape.
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REFERENCES
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Academic References Acorn Classification, 2014. The Acorn User Guide. 1st ed. [ebook] Acorn, p.4. Available at: <https://acorn. caci.co.uk/downloads/Acorn-User-guide.pdf> [Accessed 22 February 2021]. BBMG, 2016. Brand Purpose Gap - BBMG. [online] BBMG. Available at: <http://bbmg.com/brand-purposegap/> [Accessed 2 March 2021]. Bobb, B., 2020. “If There Was Ever a Time to Make Some Noise, Now Is It”—How Rains Outerwear Conquered Copenhagen Fashion Week. [online] Vogue. Available at: <https://www.vogue.com/slideshow/ rains-copenhagen-fashion-week-fall-2020> [Accessed 15 February 2021]. Buller, A., 2020. In-game Fashion. [online] Thefuturelaboratory.com. Available at: <https://www. thefuturelaboratory.com/blog/in-game-fashion> [Accessed 24 February 2021]. CLO, n.d. CLO | 3D Fashion Design Software. [online] CLO Official Site. Available at: <https://www.clo3d. com> [Accessed 26 February 2021]. Cuddeford-Jones, M., 2020. Why brand reputation now rests on transparent supply chains. [online] Raconteur. Available at: <https://www.raconteur.net/supply-chain/brand-reputation-resilience/> [Accessed 2 March 2021]. EON, n.d. CircularIDTM Protocol Pilot Version. 1st ed. [ebook] EON, pp.19 - 28. Available at: <https://media. wix.com/ugd/6e937a_8dd89ddcc5ee4cc0bd83bcdb99ae712b.pdf> [Accessed 25 February 2021]. Epsilon, 2018. New Epsilon research indicates 80% of consumers are more likely to make a purchase when brands offer personalized experiences. [online] Us.epsilon.com. Available at: <https://us.epsilon.com/ pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-whenbrands-offer-personalized-experiences> [Accessed 15 February 2021]. Licensing International, 2018. How Brands are Making Real Money Selling Virtual Goods - Licensing International. [online] Licensing International. Available at: <https://licensinginternational.org/news/howbrands-are-making-real-money-selling-virtual-goods/> [Accessed 8 February 2021]. Markets and Markets, 2021. Digital Twin Market by Technology, Type, Application, Industry | COVID-19 Impact Analysis | MarketsandMarkets™. [online] Marketsandmarkets.com. Available at: <https://www.marketsandmarkets.com/Market-Reports/digital-twin-market-225269522. html?gclid=Cj0KCQiA34OBBhCcARIsAG32uvMX_lREAxAapBJXt5zUW7-kkESmIfearP4LEsU1nc350Pfgu36UbkaAhaDEALw_wcB> [Accessed 8 February 2021]. N. Egels-Zandén & N. Hansson, 2016. “Supply Chain Transparency as a Consumer or Corporate Tool: The Case of Nudie Jeans Co,” Journal of Consumer Policy, Springer, vol. 39(4), pages 377-395. Available at: <https://ideas.repec.org/a/kap/jcopol/v39y2016i4d10.1007_s10603-015-9283-7.html> [Accessed 22 February 2021]. Rains, n.d. Company: About Rains. [online] Rains. Available at: <https://www.rains.com/pages/company> [Accessed 15 February 2021]. Retail Perceptions, 2016. The Impact of Augmented Reality on Retail | Retail Perceptions. [online]
129 Retailperceptions.com. Available at: <http://www.retailperceptions.com/2016/10/the-impact-of-augmentedreality-on-retail/> [Accessed 15 February 2021]. RocketReach, n.d. RocketReach - RAINS ApS. Information. [online] RocketReach. Available at: <https:// rocketreach.co/rains-aps-profile_b55fe6c4f9e18a32> [Accessed 15 February 2021]. Rogers, E., 1962. Diffusion of Innovations. 3rd ed. [ebook] New York: The Free Press, p.11. Available at: <https://teddykw2.files.wordpress.com/2012/07/everett-m-rogers-diffusion-of-innovations.pdf> [Accessed 24 February 2021]. Rokeach, M., 1973. The Nature of Human Values. [online] Psycnet.apa.org. Available at: <https://psycnet. apa.org/record/2011-15663-000> [Accessed 28 February 2021]. Shopify, 2020. Rains Commitment: Light The Way Report. [ebook] Rains, pp.3, 6, 7, 14. Available at: <https:// cdn.shopify.com/s/files/1/0250/8090/files/Light_the_Way.pdf?1395613> [Accessed 22 February 2021]. SimilarWeb, 2021. rains.com Analysis. [online] SimilarWeb. Available at: <https://www.similarweb.com/ website/rains.com/> [Accessed 26 February 2021]. Visme, 2019. Event Statistics: Trends and Challenges. [online] Visme Blog. Available at: <https://visme.co/ blog/event-statistics/> [Accessed 25 February 2021]. WRAP, 2012. Valuing our clothes: The cost of UK fashion | WRAP. [online] Wrap.org.uk. Available at: <https://wrap.org.uk/resources/report/valuing-our-clothes-cost-uk-fashion> [Accessed 27 February 2021]. YouGov, 2019. 88% of Gen Z want brand experiences delivered through both digital and physical channels | YouGov. [online] Yougov.co.uk. Available at: <https://yougov.co.uk/topics/resources/articlesreports/2019/07/26/88-gen-z-want-brand-experiences-delivered-through-> [Accessed 15 February 2021].
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Image References a LinkedIn, n.d. The Fabricant Company Profile. [online] LinkedIn. Available at: <https://www.linkedin.com/ company/the-fabricant/> [Accessed 26 February 2021]. b YOOX NET-A-PORTER GROUP, 2020. YOOX NET-A-PORTER GROUP pilots Digital ID technology ahead of roll out across all private label collections from 2021, accelerating circularity in luxury and fashion | YOOX NET-A-PORTER GROUP. [online] Ynap.com. Available at: <https://www.ynap.com/news/yoox-neta-porter-group-pilots-digital-id-technology-ahead-of-roll-out-across-all-private-label-collections-from-2021accelerating-circularity-in-luxury-and-fashion/> [Accessed 29 February 2021]. c Purohit, S., 2020. Built with MongoDB: Save Your Wardrobe | MongoDB Blog. [online] MongoDB. Available at: <https://www.mongodb.com/blog/post/built-save-your-wardrobe> [Accessed 28 February 2021]. Logos Behance, 2018. The Fabricant, identity. [online] Behance.net. Available at: <https://www.behance.net/ gallery/65350715/The-Fabricant-identity> [Accessed 27 February 2021]. YOOX NET-A-PORTER GROUP, 2020. YOOX NET-A-PORTER GROUP pilots Digital ID technology ahead of roll out across all private label collections from 2021, accelerating circularity in luxury and fashion | YOOX NET-A-PORTER GROUP. [online] Ynap.com. Available at: <https://www.ynap.com/news/yoox-neta-porter-group-pilots-digital-id-technology-ahead-of-roll-out-across-all-private-label-collections-from-2021accelerating-circularity-in-luxury-and-fashion/> [Accessed 29 February 2021]. AngelList Talent, n.d. Save Your Wardrobe FashionTech startup using AI to make Fashion more digital and sustainable. [online] AngelList Talent. Available at: <https://angel.co/company/save-your-wardrobe> [Accessed 29 February 2021]. Crunchbase, n.d. CLO 3D Virtual Fashion. [online] Crunchbase. Available at: <https://www.crunchbase.com/ organization/clo-virtual-fashion-inc> [Accessed 25 February 2021]. Renewalworkshop, n.d. Circular ID. [online] Renewalworkshop.com. Available at: <https://renewalworkshop. com/blogs/news/circular-id> [Accessed 26 February 2021]. Notjustalabel, 2015. Amsterdam Fashion Institute. [online] Notjustalabel.com. Available at: <https://www. notjustalabel.com/editorial/amsterdam-fashion-institute> [Accessed 29 February 2021]. Reid, M., 2019. The Best Street Style Looks From Copenhagen Fashion Week A/W19. [online] Marianna Reid. Available at: <http://www.mariannareid.com/2019/02/CopenhagenFashionWeekAW19.html> [Accessed 29 February 2021]. All other images supplied directly from Rains Image Bank (log in required) or authors own. Rains, n.d. VOCAST Digital Showroom. [online] Rains.presscloud.com. Available at: <https://rains. presscloud.com/digitalshowroom/#/home> [Accessed 29 February 2021].
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APPENDIX
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Appendix 1 Interview with Tom Bettinson from Rains Email correspondence (post phone call) | 19/02/2021
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Appendix 2 Everlane True Cost | Available at: <https://www.everlane.com/about>
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