VERDANT
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TABLE O F CO N T EN T S 48 48 48 48 T HE C O MPA N Y
CUS TOMER ENGAGEMENT
M A R KET A N A L Y SIS
BRAND ING
T A RG ET C UST O MER
CONCLUS ION
PRODUCT DEVELOPMENT
AP P END IX
verda n t Verdant is an all American brand, committed to sustainability. We focus on creating better, longer lasting apparel. All products are made with our own custom 100% merino wool that is domestically sourced and manufactured. We aim to educate consumers about the benefits of merino wool and wearing the natural renewable resource. Our product assortment focuses on timeless business attire that ensures extreme durability. All of our products are wrinkle resistant, odor resistant, and adaptable to all seasons, year round. Verdant’s versatile work to weekend style is perfect for the traveling businesswoman. Our products have a non-impactful life cycle and prevents the build-up of non-biodegradable textiles in landfills.
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Mission:
Verdant’s mission is to provide a zero impact lifecycle through our products simplicity and great design.
Vision:
Verdant aims to contribute to the sustainable growth of the market and impact the environment we operate in.
Values:
Verdant brand values Integrity, passion, quality, and simplicity.
TAR GET MA RKET O V ER VIEW For our sustainable clothing brand, our target consumer is a business woman on the go. She is traveling from city to city for her job and is looking for ease and professionalism when it comes to her clothing. The target age is 34-49 years old. She is a college graduate or higher with an income level ranging from $68,000-$100,000. The consumer shops at department stores and supercenters to save time. They usually live in U.S. suburban areas. It is likely she has children. She frequently reads the newspaper and keeps up with business trends to stay on top of her work. Through this constant study she realizes the environmental concerns of the times, but usually turns a blind eye because options are not readily available. She is looking for durability in her clothing, a long lifecycle, low maintenance such as not having to iron constantly, wash or dry-clean. It must endure the outputs of her young children as well as her busy lifestyle. She can get right off the plane and into a meeting or a parent teacher conference seemlessly. She usually browses online, or researches an item, but purchases in-store.
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MERCHA N DI SE
SKETCHES
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Ethically sourced Biodegradable
Organic
Eco-Friendly
Cotton Inc 2013 Environmental Survey
MA RKET A N A LY S IS
United States: Apparel Demand by Type, 2013 (91.2 billion) Tops 10%
United States: Apparel Demand by Type, 2013 (91.2 billion)
Jackets & Suits 16%
Tops 10%
Intimates & Sleepwear 19%
in 2013 and expected to reach 224.6 billion by 2018, a 20% growth. Tops are the biggest seller in apparel taking up 38% of sales, followed
Intimates & Sleepwear 19%
by bottoms, then coats/jackets/suits. Domestic demand for dresses is forecast to advance at the fastest rate of all product categories at 4.8% per year (Freedonia 2014). Verdant plans to follow market trends by offering mostly tops and dresses with some bottom options.
Coats, Jackets & Suits 16%
Infant 5%
Currently the USA women’s apparel market is valued at $187 billion
Dresses 10%
Infant 5%
Dresses 10%The U.S. womenswear market is fairly fragmented, “In 2013, the leading suppliers of apparel to the US market were VF Corporation, Levi Strauss & Company and Hanesbrands. Each of the three
Bottoms 40%
companies supplies well-known apparel brands to a variety of retail outlets. Other major suppliers include Berkshire Hathaway (via Fruit of the Loom), Fifth & Pacific Companies (Juicy Couture), and Columbia Sportswear” Wide product differentiation, quality, and price of the industry make comparisons difficult. Thus, means ample opportunity for new players to enter the market.
Source: The Freedonia Group, Inc. Bottoms
40%
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The Freedonia Group Inc.
C URREN T T REN D S Casualization of the American workplaces is an important factor to consider, fewer women today wear suits in the office. Women have turned to tops and dresses; items which have greater versatility than suits. This trend also supports the idea of business and leisure travel combining together. According to the U.S. Travel Association business travellers are increasingly adding leisure time to the end of a business trip. The lines between business and leisure travel are becoming “increasingly blurred�, according to Expedia CEO, Dara Khosrowshahi. With this integration comes the need for a wardrobe that can be applicable to both situations. Verdant services travelers who want to pack light. One wardrobe that could be appropriate for any situation at a moments notice. Wrinkle-free fabrics are especially helpful in this situation when packing. Also the luxury of travel means time away from a laundry machine. Our fabric is odor resistant to reduce the number of times washing is required. Low maintenance versatile wardrobes are essential to the modern business woman.
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SO URCI N G The global market produces 816,000 tons of wool and wool blended fabrics per year. The top wool producing countries of the world include Australia, New Zealand, the USA, and the UK. Around 1 billion sheep around the world provide this and in return are treated with the highest standard of animal welfare. The American Society of Animal Science
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states, “There is no such thing as humane wool when it is left
Verdant sources our raw wool from Paradise Fibers located in
on the sheep…that is why…why sheep shearing is absolutely
Spokane Washington. Domestically harvested, paradise fibers
necessary for sheep welfare.” Also the International Wool
“work with local farms to support domestic wool production.”
Textile Organization has published guidelines for ethical wool
The USA follows and enforces all regulations about treatment
production. Included are Provision of appropriate comfort
of animals, so consumers can rest easy knowing no harm
and shelter, prevention, or rapid diagnosis and treatment of
came from the sourcing of materials in the clothes they wear.
injury, disease or infestation with parasites, freedom from
Sourcing and manufacturing in America also cuts down on
distress, and ability to display normal patterns of behavior.
transportation cost and drastically decreases carbon impact.
DI ST RI BUT I O N Distribution channels in the United States are clearly changing. Store based retailing has seen a drop from 91% of sales transactions in 2008 to 87% in 2013. While Nonstore retailing has grown from 9% to 13% with internet retailing driving this shift. But it still remains that the biggest majority of sales take place in specialty stores and department store selling. Specialty stores make up 68% of sales while department stores about 19% of total womenswear sales. (MarketLine10) Internet retailers continue to shrink the divide between channels by offering free shipping on deliveries and returns. Free shipping helps retailers to convert sales, but it also decreases margins, as many consumers order items in multiple sizes and colours, expecting to return unwanted items at the expense of the retailer. Multi channel distribution is being driven by the popularity of smart phones and tablets. In order to stay competitive retailers are allowing customers to choose how, when and, where they make their purchase decisions. Customers today are increasingly likely to check out a retailer’s website before making a purchase even if they purchase it in store. Distribution of goods with todays technology can and should be available at any time to consumers. Verdant plans to be a majority wholesale operation. We want to sell our goods to chain department stores and retailers with already established multi channels of e-commerce and brick and mortar. That way stores can manage inventory in thier own warehouses. Multi channel distribution will be achieved instantly in this strategy.
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CO MPET I T O RS
The company makes and sells upscale womens business and casual clothing including tops, jackets, pants, skirts, and dresses. All fabrics used are made mostly from organic and natural fabrics. Sold through 58 of its namesake stores in the USA, Canada, and the UK, as well as through upscale department and specialty stores including Nordstrom, Saks Fifth Avenue, and Neiman Marcus nationwide. E-commerce platform ships to 96 countries worldwide. As a privately held company the last available revenue estimate was in 2002, for $144,000,000.
ss Ranking Chart: Sustainability of Textiles Used
Sourcing and Production 10
The company uses 100% biodegradable and natural wool fibers.
Sustainability of Textiles 10
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They are committed to using “organic fibers, recycled fibers and sustainable fibers such as hemp and Tencel®” 10
Carbon Emissions
Product Disposal
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Sourced from humanely treated The all USA domestic supply chain domestic sheep and produced under reduces carbon emissions drastically. USASourcing regulated & high level of standards. Manufacturing Carbon Footprint 8
The line uses organic vegetable tanned They have developed a Fair living wage Efforts by the company have been
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All fabric used in this company is 100% biodegradable.
Post Consumer Disposal
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Statements say they are choosing Commitment to offsetting their “manufacturing partners who agree to carbon emissions "by partnering with follow our labor standards and follow Native Enrgy to build windmills." up by conducting audits." 8
Rank
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The company has develop GREEN EILEEN, a recycled clothing initiative.
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9 The company has a garment collective
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ess Ranking Chart:
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ublic
The consciousof collection is an extension line Sustainability Textiles Used Sourcing and Production Carbon Emissions Product Disposal Rank offered from the fast fashion retailer H&M. 10 10 8 10 38 There are 2,936 H&M stores worldwide all offering the conscious collection, as Sourced well as from humanely treated The company uses 100% The all USA domestic supply chain All fabric used in this company is online sales in 13 countries around the world. biodegradable and natural wool domestic sheep and produced reduces carbon emissions 100% biodegradable. The Swedish based parent company Hennes under USA regulated high level of drastically. &fibers. Mauritz AB reported revenue of $19,718.8 standards. million in 2013. 10 They are committed to using “organic fibers, recycled fibers and sustainable fibers such as hemp and Tencel®”
8 Statements say they are choosing “manufacturing partners who agree to follow our labor standards and follow up by conducting audits."
10 The line uses organic vegetable tanned leather from cows that were bred for organic meat production, Tencel, and organic cotton. 15.8% of the cotton used in the entire company "comes from more sustainable sources in 2013 with a goal of 100% by 2020." 8
8 They have developed a fair living wage roadmap, and were the first brand to sign the Accord for Building and Fire Safety in Bangladesh 100% of their 872 suppliers have signed their code of conduct to promote good working conditions.
10 Commitment to offsetting their carbon emissions "by partnering with Native Enrgy to build windmills."
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The company has develop GREEN EILEEN, a recycled clothing initiative. 8
Efforts by the company have been made and the company says “in spite of opening more stores, our transport fleet reduced CO2 emissions by 5% and fuel liters by 11% per store.”
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The company has a garment collective initiative where customers can drop any clothes no longer want at H&M. In 2013 they collected 3,047 tons of garments.
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ess Ranking Chart: Sustainability of Textiles Used 10
Carbon Emissions 10
The company uses 100% Sourced from humanely treated biodegradable and natural wool domestic sheep and produced Banana theUSA “true fibers. Republic positions itself as under regulated high level of outfitters of modern American style” offering standards. apparel, accessories, and personal care products for 10more than 700 8 men and women. They are found in retail locations worldwide and ships to 89 countries. They are committed to using Statements say they are choosing The parent company Gap Inc. reported $16,148.0 of “organicinfibers, fibers and “manufacturing revenue 2014recycled while banana republic specifically partners who agree sustainable fibersmillion. such as hemp and to follow our labor standards and reported $2.723 Tencel®” follow up by conducting audits."
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10 The line uses organic vegetable tanned leather from cows that were bred for organic meat production, Tencel, and organic cotton. 15.8% of the cotton used in the entire company "comes from more sustainable sources in 2013 with a goal of 100% by 2020."
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Sourcing and Production
They have developed a fair living wage roadmap, and were the first brand to sign the Accord for Building and Fire Safety in Bangladesh 100% of their 872 suppliers have signed their code of conduct to promote good working conditions.
8 Have created a “Sustainable Fiber Toolkit for designers and merchants across our brands to highlight the environmental and social impacts of natural, manufactured, and alternative fibers.”
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8
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Product Disposal 8
Have a code of vendor conduct in place to “safeguard workers’ rights in the factories where Gap Inc. products are made, ”and have a Social and Environmental Responsibility department who focuses on its enforcement.
10 Commitment to offsetting their carbon emissions "by partnering with Native Enrgy to build windmills."
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The company has develop GREEN EILEEN, a recycled clothing initiative. 8
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The company has a garment collective initiative where customers can drop any clothes no longer want at H&M. In 2013 they collected 3,047 tons of garments.
8 They “have worked to reduce our GHG emissions since 2003.” By creating a Sustainable Building and Operations Working Group “to develop and execute the reduction plan.”
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The all USA domestic supply chain All fabric used in this company is reduces carbon emissions 100% biodegradable. drastically.
Efforts by the company have been made and the company says “in spite of opening more stores, our transport fleet reduced CO2 emissions by 5% and fuel liters by 11% per store.”
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Rank
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No known efforts to recycle clothing at end of life cycle but biodegradable fabrics used in emphasis including organic cotton.
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biodegradable and natural wool fibers.
domestic sheep and produced under USA regulated high level of standards. 10
reduces carbon emissions drastically. 8
They are committed to using Statements say they are choosing “organic fibers, recycled fibers and “manufacturing partners who agree sustainable fibers such as hemp and to follow our labor standards and Rag & Bone is known for its effortlessly cool Tencel®” New York aesthetic and A-list followfollowing up by conducting audits." downtown
offering men’s and women’s ready 10 to wear, jeans, 8 footwear and accessories. Rag and Bone is a privately The line uses organic TheyKingdom. have developed a fair living held company based vegetable out of the United They have 15 domestically stores in the USA and were the first tanned leather from cows located that were wage roadmap, as well as more than 700 doors globally. A privately bred for organic meat production, brand to sign the Accord for traded company global revenues in 2012 were Tencel, and organic cotton. 15.8% estimated around $125 million dollars.Building and Fire Safety in of the cotton used in the entire Bangladesh 100% of their 872 company "comes from more suppliers have signed their code of sustainable sources in 2013 with a conduct to promote good working goal of 100% by 2020." conditions.
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8 Have created a “Sustainable Fiber Toolkit for designers and merchants across our brands to highlight the environmental and social impacts of natural, manufactured, and alternative fibers.”
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8 Have a code of vendor conduct in place to “safeguard workers’ rights in the factories where Gap Inc. products are made, ”and have a Social and Environmental Responsibility department who focuses on its enforcement.
7 The brand is using lots of sustainable fabrics such as Tencel, wool and silk.
10 Commitment to offsetting their carbon emissions "by partnering with Native Enrgy to build windmills." 8 Efforts by the company have been made and the company says “in spite of opening more stores, our transport fleet reduced CO2 emissions by 5% and fuel liters by 11% per store.”
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The company has a garment collective initiative where customers can drop any clothes no longer want at H&M. In 2013 they collected 3,047 tons of garments.
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No known efforts to recycle clothing at end of life cycle but biodegradable fabrics used in emphasis including organic cotton.
7 The majority of their garments are crafted in U.S. domestically produced garments reduce carbon emissions drastically.
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9 The company has develop GREEN EILEEN, a recycled clothing initiative.
They “have worked to reduce our GHG emissions since 2003.” By creating a Sustainable Building and Operations Working Group “to develop and execute the reduction plan.”
The majority of their garments are crafted in U.S. factories under highly regulated standards. 7
100% biodegradable.
No known efforts to recycle clothing at end of life cycle, but a majority of textiles used by the brand are biodegradable. 7
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public
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The line uses organic vegetable They have developed a fair living tanned leather from cows that were wage roadmap, and were the first bred for organic meat production, brand to sign the Accord for Tencel, and organic cotton. 15.8% Building and Fire Safety in The company makes and sells upscale womens of the cotton used in the entire Bangladesh 100% of their 872 business and casual clothing including tops, jackets, company "comes from more suppliers have signed their code of pants, skirts and dresses. All fabrics used are made sustainable 2013 withfabrics. a conduct to promote good working mostly fromsources organic in and natural goal of 100% by 2020." conditions. Sold through 58 of its namesake stores in the USA, 8 sold through 8 Canada and the UK, as well as being upscale department and specialty Have including a code of vendor conduct in Have created a “Sustainable Fiber stores Nordstrom, Saks Fifth Avenue, and Neiman Marcus Toolkit for designers and merchants place to “safeguard workers’ rights nationwide. E-commerce platform ships to 96 in thecompany, factories where Gap Inc. across ourworldwide. brands to highlight the held countries As a privately environmental social estimate impacts ofwasproducts areformade, ”and have a the last availableand revenue in 2002, $144 million. natural, manufactured, and Social and Environmental alternative fibers.” Responsibility department who focuses on its enforcement.
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7 The brand is using lots of sustainable fabrics such as Tencel, wool and silk. 7
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Efforts by the company have been made and the company says “in spite of opening more stores, our transport fleet reduced CO2 emissions by 5% and fuel liters by 11% per store.”
8 They “have worked to reduce our GHG emissions since 2003.” By creating a Sustainable Building and Operations Working Group “to develop and execute the reduction plan.”
Commit to responsible sourcing and have a “strong partnerships with our suppliers so that products are made ethically” and state “we work only with suppliers that share our commitments and values.”
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No known efforts to recycle clothing at end of life cycle, but a majority of textiles used by the brand are biodegradable. 7
Have stated “we work vigorously to drive an efficient logistics and distribution process and reduce unnecessary energy or waste.”
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No known efforts to recycle clothing at end of life cycle but biodegradable fabrics used in emphasis including organic cotton.
7 The majority of their garments are crafted in U.S. domestically produced garments reduce carbon emissions drastically.
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9 The company has a garment collective initiative where customers can drop any clothes no longer want at H&M. In 2013 they collected 3,047 tons of garments.
8 The majority of their garments are crafted in U.S. factories under highly regulated standards.
The company has banned the use of uzbek cottons, have an animal welfare policy and also prohibit the use of fur. They also state “we have a restricted substances list which outlines which chemicals are safe to use in our products.”
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The company does not use many biodegradable fabrics but “have started to incorporate more sustainable materials wherever possible.”
goal of 100% by 2020."
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conditions. 8
Have created a “Sustainable Fiber Toolkit for designers and merchants across our brands to highlight the environmental and social impacts of natural, manufactured, and alternative fibers.”
8 Have a code of vendor conduct in place to “safeguard workers’ rights in the factories where Gap Inc. products are made, ”and have a Social and Environmental Responsibility department who focuses on its enforcement.
8 They “have worked to reduce our GHG emissions since 2003.” By creating a Sustainable Building and Operations Working Group “to develop and execute the reduction plan.”
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No known efforts to recycle clothing at end of life cycle but biodegradable fabrics used in emphasis including organic cotton.
“The Theory concept is to create basic, fashionable clothes to suit a contemporary 7 8 7 lifestyle.” They have 411 stores6 located 28 primarily Japantoand the United States. The brand is using lots of The majority of their garments are The majority of their garments are No knowninefforts recycle The parent company Fast Retailing reported sustainable fabrics such as Tencel, crafted in U.S. factories under crafted in U.S. domestically clothing at end of life cycle, but a $12,568.1 million USD in revenue for 2013, wool and silk. highly regulated standards. produced garments reduce carbon majority of textiles used by the while Theory specifically generated revenue of about $647.14 million. emissions drastically. brand are biodegradable. 7
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The company has banned the use of uzbek cottons, have an animal welfare policy and also prohibit the use of fur. They also state “we have a restricted substances list which
Commit to responsible sourcing and have a “strong partnerships with our suppliers so that products are made ethically” and state “we work only with suppliers that share outlines which chemicals are safe to our commitments and values.” use in our products.” 6 There is a prominent use of wool, but also blends containing nylon, polyester and lycra are used.
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7 Have stated “we work vigorously to drive an efficient logistics and distribution process and reduce unnecessary energy or waste.”
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The company does not use many biodegradable fabrics but “have started to incorporate more sustainable materials wherever possible.”
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“FR produces clothing that meets the global apparel industry's highest standards. It uses standardized production processes and works with trustworthy partner factories that ensure safe, comfortable environments.”
“FR works on streamlining deliveries from warehouses to stores, optimizing warehouse layouts, reducing the weight of packaging materials, and developing more efficient loading methods.”
No known efforts to recycle clothing at end of life cycle by the company, but some of textiles used are biodegradable.
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focuses on its enforcement.
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7 The brand is using lots of sustainable fabrics such as Tencel, wool and silk.
8 The majority of their garments are crafted in U.S. factories under highly regulated standards.
The majority of their garments are crafted in U.S. domestically produced garments reduce carbon emissions drastically.
8 “The Donna Karan Collection is a 7modern system of dressing created to appeal senses on The company has banned the to usewomen’s of Commit to responsible sourcing every level.” The establishment is primarily engaged in uzbek cottons, an animal and have a “strong partnerships the retail sale ofhave specialized lines of women’s apparel welfare policy and alsoare prohibit the with ourLVMH suppliers so that products and accessories. They a subsidiary of the company, Donna Karan“we International use of fur.but They also state have are specifically made ethically” and state “we reported 662.7 million in revenue for 2013. a restricted substances list which work only with suppliers that share outlines which chemicals are safe to our commitments and values.” use in our products.” 6 There is a prominent use of wool, but also blends containing nylon, polyester and lycra are used.
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6 Ample use of cashmere, but no other information or emphasis placed on using sustainable textiles in the company.
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No known efforts to recycle clothing at end of life cycle, but a majority of textiles used by the brand are biodegradable. 7
Have stated “we work vigorously to drive an efficient logistics and distribution process and reduce unnecessary energy or waste.”
The company does not use many biodegradable fabrics but “have started to incorporate more sustainable materials wherever possible.”
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“FR produces clothing that meets the global apparel industry's highest standards. It uses standardized production processes and works with trustworthy partner factories that ensure safe, comfortable environments.”
“FR works on streamlining deliveries from warehouses to stores, optimizing warehouse layouts, reducing the weight of packaging materials, and developing more efficient loading methods.”
No known efforts to recycle clothing at end of life cycle by the company, but some of textiles used are biodegradable.
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They are known for sourcing with The compnay has no apparent transparency and ethical information or emphasis to reduce production using a “vendor code of carbon emissions. conduct which is based upon principles of ethical business practice and recognition of the dignity of others.” 7
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No known efforts to recycle clothing at end of life cycle, but some biodegradable fabrics are used in emphasis.
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welfare policy and also prohibit the use of fur. They also state “we have a restricted substances list which outlines which chemicals are safe to use in our products.”
with our suppliers so that products are made ethically” and state “we work only with suppliers that share our commitments and values.”
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distribution process and reduce unnecessary energy or waste.”
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started to incorporate more sustainable materials wherever possible.”
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No known efforts to recycle “FR works on streamlining clothing at end of life cycle by the deliveries from warehouses to company, but some of textiles used stores, optimizing warehouse are biodegradable. layouts, reducing the weight of Renowned for its iconic wrap dress and signature packaging materials, and developing prints, DVF has expanded to a full collection of more efficient loading methods.” ready-to-wear and accessories including shoes, handbags, small leather goods, scarves, and fine jewelry, 6 9 3 luggage, eyewear, and home furnishings. 5 The 23 company has a global distribution network in over 55 Ample use of cashmere, but no They are known for sourcing with The compnay has no apparent known countriesNo and 1500efforts pointstoofrecycle sale. DVF is a private other information or emphasis transparency and ethical information or emphasis to reduce end of lifeestimate cycle, but companyclothing and lastatreported from 2001 of 200 million dollars in sales. fabrics are placed on using sustainable textiles production using a “vendor code of carbon emissions. some biodegradable in the company. conduct which is based upon used in emphasis. principles of ethical business practice and recognition of the dignity of others.”
There is a prominent use of wool, but also blends containing nylon, polyester and lycra are used.
“FR produces clothing that meets the global apparel industry's highest standards. It uses standardized production processes and works with trustworthy partner factories that ensure safe, comfortable environments.”
6 The brand traditionally uses silk jersey, but many other fabrics are used including nylon, polyamide, polyester, viscose, and other nonsustainable fabrics.
7 Supply chain disclosure states “we are committed to ensuring that there are no violations of the human rights of workers or other persons in the communities in which our goods and services suppliers operate, wherever they are located.”
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3 No emphasized information on the company’s initiatives to reduce their carbon footprint can be found.
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No known efforts to recycle clothing at end of life cycle, but some biodegradable fabrics are used.
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6 Ample use of cashmere, but no other information or emphasis placed on using sustainable textiles in the company.
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They are known for sourcing with The compnay has no apparent transparency and ethical information or emphasis to reduce production using a “vendor code of carbon emissions. conduct which is based upon principles of ethical business practice and recognition of the dignity of others.”
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The brand traditionally uses silk Supply chain disclosure states “we Defined as an accessible luxury collection Michael jersey,Kors but brand many other are footwear are committed to ensuring that offersfabrics accessories, and apparel. used including nylon,has polyamide, there are no violations of the The company distribution through approximately 3,728 department store and specialty storeofdoors polyester, viscose, and other nonhuman rights workers or other globally and through 408 retail stores, for a total of sustainable fabrics. persons in the communities in 4136 doors. The company reported $2,181.7 million which our goods and services in total revenue for 2013. suppliers operate, wherever they are located.”
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3 The company says, “we do not estimate any significant capital expenditures for environmental control matters” and the most common fabric used is polyester and spandex.
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mparable dress styles
4 They follow basic and minimum No available information on the international standards and have a company’s initiatives to reduce “code of conduct which is based on their carbon footprint. principles of ethical business practice and recognition of the dignity of others.”
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No known efforts to recycle clothing at end of life cycle, but some biodegradable fabrics are used.
4 Transportation is streamlined by “allowing seamless supply chain (factory to customer).”
5 No known efforts to recycle clothing at end of life cycle, but some biodegradable fabrics are used in emphasis.
3 No emphasized information on the company’s initiatives to reduce their carbon footprint can be found.
Most commonly used fabrics by the The company follows basic brand are polyester, nylon, international set standards. spandex,and some cotton. Production and sourcing services are executed in Italy, Brazil and China.
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No known efforts to recycle clothing at end of life cycle and non-biodegradable fabrics used commonly. 3 No known efforts to recycle clothing at end of life cycle and most materials used not biodegradable.
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co mpet i t o rs
FUT URE G RO WT H The sustainability trend in the apparel market is gaining momentum. “A recent global study identified 2.5 billion ‘aspirational consumers’ defined by their love of shopping (78%), and their desire for responsible consumption (92%)” (BBMG, GlobeScan and SustainAbility, October 2013). Every day consumers are served more information on dysfunctional business processes and ethics, from the treatment of workers in developing countries, or scientific insights on the environmental impacts of their purchases. It has become impossible for any consumer to claim ignorance over the havoc his or her consumption has been creating. But the human need for material satisfaction, status, and actual need for clothing has halted consumers from changing their habits. Opportunities will arise for brands that can absolve consumer guilt, while still providing to these needs. Creating a “guilt-free status” will actually make products more desirable. Sustainability is going to do for the apparel industry what organic has done for the food industry, adding a cool factor and contributing to the current zeitgeist. Verdant will offer a guilt free status to customers. All hang tags and labels will explain how this product is sustainable. Consumers will be able to fulfill their consumerist wants, without hurting the environment. Wearing Verdant clothing will be a status symbol. Knowing and wearing something sustainable is invaluable. Also, being able to tell friends about how your purchase differentiates from theirs and why yours is superior will offer personal satisfaction. Sustainable products in general will become a status symbol.
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TA RG ET MA RKET
DEMO G RA PHI CS Gen Xers make up 16% of total USA population composed of 66.3 million. Females make up 50% of gen Xers to total 33.15 mill. Gen X females are even distributed throughout the USA making up about 13-16% of every state population. 23% of Gen x females work in sales or offices, and another 44% in professional or management related fields. Both these groups require workwear, making the female office wear market applicable to about 24.2 million women. As many Gen Xers are coming to peak earning years and holding more senior positions. With this comes the need for business travel, the current age for a business traveler is 45.9 years old. The general household income for traveling households is $87,500. That’s 65% higher than the average household. This concludes that high disposable income is available.
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PY SCHO G RA PHI CS The Verdant customer is a Reformer. They value freedom from restriction, personal growth, and independent judgement. This all paves the ground way for high social awareness, tolerance of complexity, and anti-materialistic ideals. But that doesn’t mean the Reformer is intolerant of bad taste. They are curious Perecentage Consumers Who and Would be More LikelyIntoselecting Purchase Clothing marketedqualities as theinclude intrinsic qualities, and inquiring, which helps support the of growth of new brands product categories. these brands important natural simplicity, and neutrality. Made in USA Natural Eco-Friendly Sustainable Biodegradab Ethically Organic The Reformer’s sense of social awareness includes sustainability in apparel choices. Nearly 50% of sourced women say they want more green choices while only le 25% of all products in a woman’s shopping cart nowadays are environmentally friendly. Brands that cater to environmental causes are 37% more likely to get 74%
61%
53%
51%
38%
attention from consumers. Other important factors include natural fiber, made in the USA and sustainability.
80%
74% 60%
37%
44%
Percentage of Consumers Who Would be More Likely to Purchase Clothing marketed as the Following 61% 53%
51% 44%
40%
38%
37% 20%
0%
Made in USA Ethically sourced Biodegradable
Natural Organic
Sustainable Eco-Friendly
Cotton Inc 2013 Environmental Survey
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S HO PPI N G HA BI TS Generation X women are the ‘inbetweeners’. They have transitioned through the advances of technology from cordless phones to cell phones and mail to emails. They usually will review and research items before purchasing. The second top website gen-Xers visit is shopping.com, following dating websites and social network sites. Our target customer has adapted with technology and changes in the fashion industry in regards to shopping. In ads with QR codes, nearly half of generation Xers used it to access the information. They turn away from advertising hyperbole and find marketing messages that aren’t overly slick more appealing than those that are full of hype. Therefore, transparency and money-back guarantees are important selling propositions to cautious, skeptical gen-X buyers. This generation is less status-conscious and more engaged with finding a good value with products. They are the largest buyers at big corporate stores and would rather get a good deal than make a social statement with their purchases.
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GARMEN T LI FE CYCLE
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I N SPI RA T I O N The creation of Verdant was triggered by distress over environmental concerns of the fashion industry. Americans discard approximately 13.1 million tons of textiles a year, and only about 15 percent of that is reclaimed for recycling. This means that more than 11 million tons of textiles are dumped into landfills across the country each year.(huffpost) Verdant wants to help this cause by making sure all materials are biodegradable. More alarming facts state that if assuming all 7 billion people on this planet only owned one pair of pants, one shirt, and one jacket, there would still be 21 billion articles of clothing. This number is made even more enormous when considering how many items the average female actually owns. Focusing on less clothing consumption through versatile pieces is a way to combat this excessive number. In the area of design, the Wool and Prince brand was a major inspiration to Verdant. They make men’s button downs using 100% merino wool. Founder Mac Bishop wore their wool shirt for 100 days straight, then interviewed people around New York City. Most guessed the shirt was recently dry cleaned or washed because it was fresh and wrinkle free. Verdant will use a similar custom textile to achieve the same results, yet Wool and Prince is not considered a competitor because they do not produce women’s apparel. The Idea of Verdant is centered around its impeccable textile choice and smart design. A custom made fabric has been designed for Verdant’s exclusive use and will be one of the key unique selling points. Utilizing this textile in a way that then further extends its sustainability and attractiveness will win over customers. The concept of Verdant’s clothing is to be an integrated wardrobe. Integrated into a woman’s lifestyle with effortless care. Integrated into nature with a zero impact .Integrated into the US economy with domestic product lifecycle. The conception of Verdant was inspired by today. Agreeing that change is good, but also think sometimes mother nature holds the original formula for success. We believe that the solution is sometimes too close to see. We love technology and developments we. Nature may seem like a thing of the past. but we want to fuse them together. The same pieces can be worn in a multitude of combinations.
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SO URCI N G Verdant sources wool from Paradise fibers based out of Spokane, WA. Travis Romine owner of Paradise Fibers says, “Buying local fiber from farmers in our area has many advantages. Using local farms allows Paradise to reduce shipping costs and the carbon footprint. The money saved on shipping is put right back into the farms off setting the high costs of domestic wool processing making the price more competitive. It’s also nice to keep the jobs right here in the U.S.” Verdant will then have spinning and weaving contracted by Schneider Mills, then cut and sew be done by Melko NY Inc., both located in the New York city area. Verdant will be using 18.5 micron superfine merino wool twisted into 2 ply yarn with 80 turns per inch. The final fabric will be plain weave with a 100 thread count, all resulting to a weight of 6 ounces per square yard. The estimated wholesale price per yard is $25.00. Melko NY Inc. will then provide fabrication at an estimated cost of about $40-60 per item.
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CO ST SHEET S Fabric Cost Raw materials/lb (Paradise Fibers) Spinning Plying/yard Total yarn Cost per/lb Weaving/yard Finishing/yard Piece Dying Wholesale Cost for Hamrick Fabric/yard cost
$26.88 $7.00 $0.50 $9.18 $13.00 $1.00 $1.00 $17.00 $25.50
Count Warp Filling Weave Width Weight Fiber
Fabric Construction 120 x 80 (yarns per inch in-loom) 1/45 merino wool 80's grade 1/45 merino wool 80's grade Plain 72"" reed width (to finish 60"") 4.8 oz/yd2 (to finish at 6.0 osy) 100% merino wool
(Source: Schneider Mills)
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Bu tto n U p Dre ss Material
Yards Price Verdant Wool 1.5 $25.50 Trimming Qty Price Buttons 9 $0.10 Label 2 $0.30 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale Price Markup Retail
*See Apendix
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Suggested Retail $225.00
Total $38.25 Total $0.90 $0.60 $1.00 $50.00 $0.50 $0.50 $5.00 $2.00 $38.25 $1.50 $52.00 $98.75 50% $148.13 50% $222.19
Hal te r Dre ss Material Yards Price Verdant Wool 1.50 $25.50 Trimming Qty Price Label 2 $0.30 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale price Markup Retail
Total $38.25 Total $0.60 $1.00 $40.00 $0.50 $0.50 $5.00 $2.00 $38.25 $0.60 $42.00
$87.85 50% $131.78 50% $197.66
Suggested Retail $200.00
*See Apendix
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Si m pl e To p Material
Yards Price Verdant Wool 1.25 $25.50 Trimming Qty Price Label 2 $0.30 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale price Markup Retail
Suggested Retail $185.00
*See Apendix
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Total $31.88 Total $0.60 $1.00 $40.00 $0.50 $0.50 $5.00 $2.00 $31.88 $0.60 $42.00 $81.48 50% $122.21 50% $183.32
Ju m psu it Material Yards Price Verdant Wool 2.75 $25.50 Trimming Qty Price Label 2 $0.30 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale price Markup Retail
Total $70.13 Total $0.60 $1.00 $55.00 $0.50 $0.50 $5.00 $2.00 $70.13 $0.60 $57.00 $134.73 50% $202.09 50% $303.13
Suggested Retail $300.00
*See Apendix
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Bu tto n U p Bl o u se Material Yards Price Verdant Wool 1.25 $25.50 Trimming Qty Price Buttons 6 $0.10 Label 2 $0.30 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale price Markup Retail
Suggested Retail $210.00
*See Apendix
37
Total $31.88 Total $0.60 $0.60 $1.00 $50.00 $0.50 $0.50 $5.00 $2.00 $31.88 $1.20 $52.00 $92.08 50% $138.11 50% $207.17
Co at Dre ss Material Yards Verdant Wool 2.50 Trimming Qty Buttons 8 Label 2 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale price Markup Retail
Price $25.50
Total $63.75
Price $0.10 $0.30
Total $0.80 $0.60 $1.00 $55.00 $0.50 $0.50
$5.00 $2.00
$63.75 $1.40 $57.00 $129.15 50% $193.73 50% $290.59
Suggested Retail $300.00
*See Apendix
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Tro u se r Material Yards Price Verdant Wool 1.75 $25.50 Trimming Qty Price Buttons 1 $0.10 Zipper 6� $0.35 Label 2 $0.30 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale price Markup Retail *See Apendix
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Suggested Retail $230.00
Total $43.75 Total $0.90 $2.10 $0.60 $1.00 $45.00 $0.50 $0.50 $5.00 $2.00 $43.75 $2.80 $47.00 $100.55 50% $150.83 50% $226.24
Pe n ci l Sk i rt Material
Yards Price Verdant Wool 1.50 $25.50 Trimming Qty Price Zipper 4� $0.35 Label 2 $0.30 Labor Cutting Sewing Grading Marking Shipping Packaging Total Materials Total Trimmings Total Labor Total Cost Markup Wholesale price Markup Retail
Total $37.50 Total $1.40 $0.60
$1.00 $60.00 $0.50 $0.50 $5.00 $2.00 $37.50 $2.00 $62.00 $108.50 50% $162.75 50% $244.13
Suggested Retail $250.00
*See Apendix
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IM P A CT MEA SUREM EN T
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DI ST RI BUT I O N The business performed by Verdant plans to be a wholesale operation. A headquarters office will be located in New York City to provide as a warehouse, quality control center, distribution center and office. This location will enable verdant to easily make appointments with buyers or be represented in showrooms during market periods. Verdant hopes to be sold through department stores such as Lord and Taylor and Nordstroms. Boutiques that would also be good fit for Verdant would be Louis of Boston, Mondavanti in NYC, and Kaightshop . Verdant will also host an online source that provides a lookbook as well as product and brand information. Some products will be available through this site via e-commerce, but majority of sales will occur through third party vendors. Vendors that carry our products in store are then more than welcome to sell the merchandise through their own website for increased exposure.
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FUN CT I O N Verdant’s fabric selection provides wearers with a product that is odor resistant, wrinkle resistant, anti-microbial, and durable. Wool is usually categorized with cold weather, but also can be an ideal fabric for warmer climates. This is because wool has insulating capabilities; it keeps you warm in cold environments, and cooler when the temperature rises. Merino wool is neither itchy nor overly hot causing the wearer to sweat. It draws sweat and oils away from the skin and retains the moisture, so the fabric still feels dry to the touch. Wool, also does not retain bacteria, making it odorless. Wool fibers are durable and can bend back and forth 20,000 times before breaking. No other material offers all of these components in one. Mother nature has provided the perfect clothing for sheep in the natural world and Verdant wants to utilize this formula to give the consumer every advantage possible. Verdant provides consumers with compatible designs. Our product assortment allows wearers to layer garments to create a variety of interchangeable styles. For example while traveling via plane on a business trip, she can layer our button down dress with our coatdress unbuttoned for comfort and warmth. Antiwrinkle means she can then go straight to the office if needed. The next day at the business meeting, she can wear just the coatdress and later on for dinner may add our long sleeve dress underneath for a different look. Because the products are odor resistant, it allows one the opportunity to wear a product more than once without having to worry if it is dirty. This will allow for her to pack a streamlined wardrobe for easy and lightweight baggage.
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C ARE I N ST RUCT I O N S When necessary, it is recommended to take your Verdant products to the dry cleaner for a fresh crisp appearance. You can also wash the clothes on a cool machine wash cycle with regular laundry detergent (no wool detergent). Do not use bleach or fabric softeners. Separate darks and lights as usual. Do not expose products to any heat. Lay flat or line dry. You may use a dry iron is needed to smooth out any small wrinkles. (wool&prince) - Dry clean - Cool machine wash with regular laundry detergent (No bleach or fabric softener) - Dry flat or line dry - Dry iron if any small wrinkles
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DI SPO SA L All of Verdant’s products are made from renewable and biodegradable material. The entire process from harvesting to manufacturing is designed to be sustainable. When the product passes to the hands of the consumer we hope this trend continues. We encourage donating clothing that is no longer wanted, but understand that in many cases items must be disposed of. In that case there is no harm done as merino is proven to be completely biodegradable.The New Zealand Merino Company conducted an experiment with Patagonia in which they buried a merino wool sweater under soil for nine months. It lost about 36% of its mass after two months of burial, and up to 99% by the end of the nine months (adventure journal). Unlike other materials wool requires no pesticides to break down, meaning the soil is unharmed and still suitable for more sheep to graze on that very grass; completing the circle.
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BRA N DI N G
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Al y s s a B u et t t n e r B r itta n y S t a f fo r d Ky r a W e b b Meeta R oy Conte m por a r y I s s u e s i n Fa s h i o n