Sustainable Business Concept Development Proposal

Sustainable Business Concept Development Proposal Rebrand an Interior design Ltd to a lifestyle brand Eco-homeware product collection

Product Collection Title: Joinery Journey Inspiration from flexible Connection of Architecture construction and structure

LEI CHING CHEE LEI07222892 Year4 Cordwainers Accessories Product Design and Development

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Abstract This proposal is aim to discuss and investigate a feasible business strategy and product development for a mature, well-developed , family enterprising interior design company, CANAL Group, Hong Kong.

This report is divided into two main parts: Business research and Design rationale. The business research is involved internal brand current business investigation, and external marketing research and sustainable business approach based on academic theories and marketing surveys. The design rationale is an extension homeware product line development under the same brand ethos and resources with high technological and sustainable production approach, inspired by the fabrication architecture and traditional furnishing carpentry. This will be further illustrated through a visual research document.

Keyword: Sustainable business strategy, Eco, environmental, lifestyle Word Counted: 4337

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Content 1. Introduction 2. Objective 3.Internal Company Research 3.1Company Background 3.2 CANAL’s SWOT Analysis 3.3 Brand Identity 3.3.1. CANAL’s Initial Brand Ethos 3.3.2. CANAL’s company physic

3 3 4-5 6-7 8 9

3.4 CANAL Business Model 3.5. Competition and Market positioning 3.5.1. Market Competition 3.5.2. Market Positioning 3.5.2.1. CANAL and Competitors Style/ Fashion Map

10-11

3.5.2.2. CANAL and Competitor Price/ Style Map

16-17

14-15 16-17

4. External Market Research 4.1. Local furnishing and decoration market

18-21

4.1.1.A rise of home decorating trend in luxury market

18-19

4.1.2.Local luxury consumption behaviors 4.2. Local furnishing and decoration market

18-19 20-23

4.2.1.New price and value brand distribution for expansion 4.2.2. Eco-efficiency strategy for expanding the local market 4.2.3. Green Marketing for the extension line 4.3.Target Consumers

20-21 22 23 24-27

5.Design Rationale 5.1. Design Thesis

29

5.2. Design Concept

30-37

5.3.Design Constructions: Sustainable product development process 5.4.Colour 5.5Material

38-41 42-43 44-45

5.6Product Range 6. Limitation and Improvement

46-47 48

7. Conclusion 8. Appendix

49

8.1. Green Supply Chain 8.2. Hong Kong Property Market Segmentation

50-51 52

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8.3.Industrial Interview with professionals

53-60

8.4. Online survey analysis of Consumer behaviours on Eco design 9. Reference

61-66 67-69

10. Bibliography

70-71

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1. Introduction ‘Sustainable development is a question of rediscover a lifestyle based on quality at the expense of quantity.’

Bendell J. and Kleanthous A.(2007) As designers, we are not just to solve out people’s daily life problem or create an anesthetic ornamental for appreciation, but should also carry our responsibility to educate our clients and bring messages from our design.

Through rebranding family enterprise from interior design company to a lifestyle brand, in which learn from the tradition furnishing craft and combine new technology, inspired by local to international contemporary architecture and building methods, to create a lifestyle homeware product range which is suited to the environmentally, economically society. Integration the gap between fashion and interior design, technology and craft in the industry, bring out a new value of luxury, a new form of lifestyle

2. Objective Through a series of business strategy, and application of sustainable design and development process on the existing company, the feasibility of new product line expansion can be examined.

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3. Internal Company Research 3.1Company Background CANAL Group was found in Hong Kong in 1971, by a Chinese calligraphy and painting artist, Mr. Atton V.I. Lei and his two younger brothers. Throughout the years of effort to insist on providing quality design services to clients, CANAL has established its reputation in the field of architectural, interior design and decoration, and seen considerable expansion in turnover, and strong client base comprising listed companies and multi-national in Hong Kong and mainland China.

Teamwork with members possessing managerial, technical , and the enthusiasm on design help the company to achieve a high quality, timely and cost-worthy projects for the customers.

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3.2. CANAL’s SWOT Analysis Internal

S

-Narrow market niches - Competitive vulnerability -Unclear market position and business strategy -closed management system in

service -Traditional Craftsmanship and -Economic recession innovative design concept -Lack of financial resources -Limitation of advanced technology -New comers competition

family enterprising

T

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W

-Profession and experienced design and technical team -Loyal customer base - High reputation in the industry -Sincere and professional

O

-Extension of the company service and product range -Rebranding -wider market Position -Sustainable business strategy

External Fig 1. CANAL’s SWOT Matrix 4.1 Strength  Division of specialization, unity in collaboration Throughout the years, Lee’s brothers develop a strong and close network with its elite clients, partnership with international urban environmental architects as Steven Leung, and organizations as Sun Hung Kai Properties, HongKong Land, as well as experience, skillful design and technical teams on carpentry and technology building supports.  Effective closed management system CANAL, as a medium enterprise to adopt and change its business changes and directions with is a close executive members.  Safeguard of enterprise’s legacy value The family enterprising structure of CANAL maintains its local advantages and safeguard to assets and exclusive customers. It applies its operational efficiency at diversification and expansion in local market.

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4.2. Weakness  Limitation of competently management Sustain the entrepreneurial efforts by its founders, which is bounded by tradition, and less dynamic circumstance in distinctive market niche, but is difficult to maintain the company in long run.  Restriction from the founders’ intuition Run by the senior family members as the original founders, Lee’s brothers’ intuition and business preference are the impediments to develop a more intentional and diversified entrepreneurial system.

4.3. Threat  Shortage of cash flow As a family based company, its resources are based on the individual team member’s network and company’s reputation. Lack of financial resources and limited credit loans are key threat.  Narrow customers and market margin According to the internal company interview (see Appendix), CANAL’s managerial board is restrained its company direction on large scale projects and exclusive clients. They refrain from taking full advantage of opportunity for expansion and development due to high risk investment.

4.4. Opportunity  Entry to the new market niches There is a rise of a new definition and market entry of luxury, where CANAL can take the advantage of its reputation of contemporary interior design background and utilize its resources, rebrand the company as an eco, lifestyle brand which provide home styling and manufacture decorative home ware products on the extended market level.  Multi-generation family enterprising support For a brand with its prestige and well-developed business structure and infrastructure, it is always an encouragement for the younger generation to continue the business and input innovative idea and aggressive business mindset to the company, such as MuiMui Prada, Donatella Versace from Gianni Versace. Use the origin of company value, business strategy and resource to renew or re-generate the brand in a more profitable way.

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3.3. CANAL’s Business strategy model CANAL Business strategy Model

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Level 1: current situation Core competences

Brand equity

Craftsmans hip

Innovative & creative

Tradition & heritage

Luxury consumer’s expectation

Individualisti c

Intelligent

Demanding

Ethical

Luxury

Globalization

Diversificatio n

competition

E-commerc

Democratization

e

n

Level 2 : Strategic challenge Business problems

Low sales

Market share

Slow growth

Inventory cost

Increase market share and decrease operation costs

Business challenge

Level 3 : Formulate and analyse the strategy alternatives Strategy alternatives Proposed strategy

Ecommerce

CRM &E-CRM

Expansion

CSR

CSR adoption: Sustainable brand extension with Green marketing strategy

Fig. 2. Business strategy model of CANAL Sustainable Business Strategy Concept Development 2013

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After analyzing the facts from internal company interviews and SWOT analysis, CANAL’s business model can be obtained on the left.(see Fig.2).

In the business model, it evaluates the Current situation and Identity of CANAL as a regional contemporary and heritage luxury lifestyle brand. The Strategic Challenge as existing and potential problems which CANAL is facing are: slow growth development, low sales, lack of market share and inventory costs due to global economic recession and restricted size of the enterprise. Thus, in order to raise the market share and reduce the operation costs, new business strategy plan is suggested as E-commerce, CRM & E-DRM, Expansion and CSR. CRM&E-DRM and E-commerce are not too effective in bespoke environment planning services as it is mainly involved in large scale and complex developments and processes, yet company website as an introduction of the brand as an essential press exposure.

Certain degree of brand expansion and product extension is generally acceptable but with limited budget; CSR is mostly impressed by the company executives since its more accessible and relative to environmental company. This is also a main consideration in Chinese’s market, where it is prospective yet immature in environmental planning.

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3.4. CANAL’s brand identity 3.4.1 Initial brand ethos

Craftsmanship

Sustainable

Lifestyle

Exclusive

Innovative

‘Luxury is about excellence, authenticity, value, quality. When people’s set of value is enriched by pro-environmental and pro-social considerations, it targets the essence of luxury.’

Joan. H& Ivan.CM.(2012.P.167) Through investigation on the company background and current company situation, suggested to keep its ethos and tradition as Initial brand DNA, as Fig 3., yet wider and strengthen the brand value on social, environmental and sustainable direction The following physique contains the original brand image of the company, and the extended, new values to the brand.

Prestige

Fig 3. Initial brand DNA

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Constructed Source -Craftech -Fine and Eco -material -Contemporary

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-Inspirational -Creative -Understated and sophisticated

-Green marketing

-Reliable -Sincerity -Confidence -Honesty -Social

Personality

Relationship

Culture

-Innovative -Sustainable -Eco-chic

Internal Facets

External Facets

Physique

responsibility social responsibility

Reflection

Selfimage

-Lifestyle -Intelligent and adventure -Professional

-Exclusiveness -Prestige -Sophistication -Uniqueness

Constructed Receiver

Fig.4. CANAL’s new Identity prism

Note: Letter with blue is the new value for the brand

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3.5. Competition and Market positioning 3.5.1. Market Competition | 14

Hermes

Louis Vuitton

B&B Italia

Droog

G O D*

Muji

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Interior design service is also included furnishing and decoration service.

Hong Kong is difficult to develop or set up an individual furniture design brand in this market niches. Therefore, this competition investigates the lifestyle market from regional individual design studios to international franchisers, from international luxury made-to-measure furnishing and decoration services to high street fashion lifestyle brands, a competition list is formulated as Competition Level Table (as Fig.6) .

Overall, as a regional lifestyle brand, Richard James mainly competes with and local interior designer brand as Comodo, as well as contemporary furniture franchiser as B&B Italia and Dutch conceptual design company as Droog, which are sharing the similar brand ethos as high value and contemporary style than conventional purpose. Moreover, French brand as Louis Vuitton and Hermes are the upper level of competitors with a high price range and long, well-established history, in which CANAL tends to promote in the equivalent position. The lower level competitors are as local lifestyle brands as G O D and Japanese minimal lifestyle brand as Muji, which are more commercial and fashionable in style and pricing yet popular in general.

Competition level Upper Level (exclusive brands, based on made-to-measure decorating and furnishings services) -Hermes -Louis Vuitton Main Competitors -B&B Italia -Droog -Comodo*

Fig.6. Competition Level Table Note:*represents local (Hong Kong) based designer brand

Lower Level -G O D* -Muji

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3.5.2. Market Positioning Value Hermes

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Louis Vuitton Droog

CANAL B&B Italia

Comodo

*

** Muji

Price

G O D*

ZARA, H&M

Fig.7 CANAL and Competitors ‘Value/Price Map

Hermes, Lous Vuitton

UK£ 2,000 B&B Italia

1,000

Droog

CANAL

Price

Comodo* G O D*

600

Muji ZARA, H&M

200

Fahionable

Contemporary

Style

Traditional Conservation

Fig.8 CANAL and Competitors ‘Style/Price Map Sustainable Business Strategy Concept Development 2013

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Through the marketing research of those competitors, this position map is obtained and based on the decorative lifestyle furniture range from local to international position, from individual furniture companies to fashion brands in different market levels (from high end to high street). The maps are separated into two parts: one is about the product style in the market; another one is the pricing level.

3.5.2.1.CANAL and Competitors Style/Price Position Map According to the Value/Price position Map as Fig.7, it indicates CANAL’s aesthetic consideration against the lifestyle trend. In general, the most of the Hong Kong contemporary furniture brands, are sitting in a fashion chic with lower price margin, targeting the major middle class. However, Lousi Vuitton and Hermes, as world-class luxury brands, they lead the fashion and lifestyle trend with the unique perceptive. While CANAL and its competitors, Droog and B&B Italia are in between of the fashion and style axis, which are contemporary design with own brand value. Lastly, Zara, H&M are more fashionable and commercial; while Muji is surprisingly set on the higher value axis with low price on its simple and original material feature on its product ranges.

3.5.2.2.CANAL Business Competitors Price/ Style Map The position map as Fig.8 indicates CANAL’s position and its competitors with respect to the basic dimensions of the price and style content. It is important to monitor the market position and know where the brand is and wants to compete. The figure clearly demonstrates CANAL is positioned between the mass brands, which is competing on price and following the world-class leaders as Louis Vuitton and Hermes bespoke furnishing and decoration services.

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4. External Market Research | 18

Consumer choice on Eco-product Range 60.00% 50.00% 40.00% 30.00% 20.00%

Consumer choice on Ecoproduct Range

10.00% 0.00%

Fig.9. Consumer choice of Eco-product range bar chart

Subjugat

Start of

Show

Fit in

Way of

Japan, other Western counties

ion

money

off

life

Hong Kong, Singapore Taiwan, South Korea

life

China India Stage 1

Stage 2

Stage3

Stage 4

Stage5

Fig.10.The Spread of Luxury Culture Model

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4.1. Local furnishing and decoration market 4.1.1.A rise of home decorating trend in luxury market ‘Consumers are looking for new form of luxury to show respect for natural resources and human rights, keeping the traditional factors such as quality, creativity and originality.’

Home is a physical and spiritual shelter. Particularly, in the Internet Era, people prefer to stay at home and choose an enclose way of communication, and develop a Homebody phenomenon.

Consumers prefer to modify and upgrade their home and furniture over time as a need and taste and personalization, than taking the traditional conspicuous consumption.

From the online survey as Fig.9, there is a high preference on food and household products ranges, interviewers believed those products are much related to their health and environment care idea, which is widely promoted by the mass media.

Therefore, it will be an opportunity for the brand to develop on home ware product expansion with the brand fame and value.

4.1.2. Local luxury consumption culture To set a precise brand expansion market position, it is important to understand the cultures and economies of the region and countries.

The Spread of Luxury Culture Model as Fig.10 from Radha.C.(2006), indicates that Hong Kongers are undergoing a transition of ‘Fit in’ to a ‘Way of life’ stage.

In colonial political background, Hong Kong and Singapore were under British ruling over a century. Thus, their economies and cultures are under great influence of Britain. They are in a mature, well-established economic state, where there is a large scale adoption of lavishness. This conspicuous consumption is no longer a representation of wealth but a way of life in a subdued level.

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4.2. Local furnishing and decoration market Low

Medium

High

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Economy Pricing

Value Position

Penetration

Poor value Position

Medium value Position

High value Position

Low

Medium

Pricing

Pricing Price Skimming

High

Premium Pricing

Poor value Position Pricing

Current Pricing strategy Extended Pricing strategy Fig.11 The extended pricing strategy

Cost

New Business Model

Economic Costs

Environmental Impacts

New market Spaces

Inputs

Strategy

Outcomes New Customers

New Value Proposition

Value for Customers

Contribution to Society

Value Fig.12. Sustainable value innovation strategy Map Sustainable Business Strategy Concept Development 2013

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4.2.1. New price and brand distribution for expansion ‘Luxury drought is characterized by affluent sharply reducing their spending on luxury as the consumer re-evaluate, reprioritize, and reassess their lifestyle.’

Palmela.N.D, (2011.P68) Concern the cost and risk of the potential markets for expansion.

Regarding to the size and resources of the company, it is recommended to develop and the local market with a brand expansion; from a premium market price to a high value market as Fig.11.

Considering the upper-middle market is prospectively growing due to new global economy recession over these years , especially the West , where a new conspicuous consumption are formed. High income group (as Traditional West enterprisers) is sharply curtail their purchase of luxury product and lower income (as East nouveau riches) trade up to luxury market to luxury market.

As an international city, Hong Kong has a great impact from the European economy recession. Saving, stability, family and home, ethics rise to the concern value in the local people’s mind and consumption. They choose to purchase a luxury life experience as travel, dinning, entertainment, home decoration as psychological satisfaction.

This new value of conspicuous consumption brings out a new direction of brand, where CANAL should personalize it eco-lifestyle ethos of its product, and deeper the relationship with its customers through promote the traditional local carpentry skills, support the local creative art and environmental concern in the company practice and aspiration. Set up a lower price margin with high value for the extension product line, just fits in the present market niches, where to be more affordable and preferable luxury lifestyle for the local, as Fig12 demonstrated.

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4.2.2. Eco-efficiency strategy for expansion the local market ‘Eco –efficiency’ is a competitively priced goods and services to satisfy human needs and bring out the quality of life while progressively reduce the environmental impact of foods and resource intensity throughout the entire life-cycle.’

Schmidhiny.S.(1992.P10) Expand to a lifestyle brand is a significant footstep to enlarge the business revenue and reputation. As a luxury environment design company, it is our responsibility to rethink and redesign series sustainable business strategies for the company and society’s benefits.

It is much accessible to explore the local market with familiar cultures, backgrounds and economies of the target market, where is easier for the brand to recognize the customers’ needs, wants and preferences.

Taking the eco-efficiency consideration on the production and design with company’s existing rich resources and infrastructure in Hong Kong, it can fully utilize the local available material and existing skillful technicians, manufacturing system with a shorter production run and product development process, as well as lower the transport and production cost. Set up an one-stop local services as repair, reuse and recycle materials and product assembly throughout a Green supply chain (see Appendix)

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4.2.3. Green Marketing for the extension product line To conclude, affluent consumers are well-educate and informed who are also enlightened by their culture and social issues. Noticed that traditional luxury lifestyle centers on personal consumption harms the life quality and the future generations. This awareness translates into a purchase decision motivation. Usual consumers hesitate to purchase eco-products due to the confusion of interruption of ‘Eco’ means by the media and some producers.

It is the option for CANAL to bring the green marketing into their frame and reference, to stress the eco lifestyle advice and home décor alternatives to the customers.

According to the questionnaire (see Appendix), consumers shows the least concern on the product preference. Therefore, once this ‘Eco-lifestyle’ concept has widely-spread, people will be willing to trade off the convenience of higher price for living and prefer the green, environmental friendly products.

Ranking of product purchsing consideration

Eco-friendly

Brand 5 4 3 2 1 0

Quality

Design and Packaging

Price

Convenience

Fig.13. Product purchasing consideration ranking Radar by Monkeysurvey

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4.3. Target Consumers ‘Young affluent people have a ravenous appetite to achieve the ’good life’, which is built up by media or marketing, enjoy a luxury lifestyle.’

(Furniture World Magazine) Previously, it has been discussed that the conspicuous consumption habit is transformed. Nevertheless, the target market segmentation background is similar. According to Asia Market Property Sentiment Report from iPropety.com (see Appendix) stated that Hong Kong property owners or potential buyers are normally aged 30-47, belonged to professional, clerical and administrative sectors. This indicated that this group tends to be active and visible in their local community, family-centered and show special consumption preference on the ‘quality of life’ and share ‘good taste’ with technology, lifestyle for social-esteem. General characters of the young profession to mature businessman target group is demonstrated as Fig.14.

Annual Income US$ 250,000 +

-Highly indulgent -Status heritage brands convey -Cool factor -Tech tools -New DIY with Influence

-Occasional indulgent -Experiential focus -Tech tools -Expert advice/ f…..Intermediary

Young Professional (Under 44)

Successful Businessman(Over 44)

Occupation /Age Group

-Daily frugal lifestyle with occasional x xxxxtrade-up to luxury -Experiential focus -Middle-class angst

UK$ 100,000-

249,999

-Inspirational striving -Best for less -Smart shopper uses tool -New DIY

(US $)

Fig.14. Target consumer income and age class Matrix

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Target Consumers’ Characteristics To specify, characterized the target consumers as ‘Cocooners’, who are home-lover, express their luxury and purchasing power on extraordinary life experience and living style. See the story board on the next page.

Characteristic of Cocooners:  Young professional  High Education level, graduated from university or study aboard  In a relationship or married  Grow up in an affluent or well-educated family background  Regular visitor to art gallery, exhibition, business conference  Highlight ‘Quality of Life’ thesis, enjoy staying at home after work, and take holiday trip  Prefer shopping in homeware shops from independent designer store, gift boutique, art fair to home DIY department store  Less concern on fashion and trend, but concern about art and design  Regularly DIY and upscale their home  Love reading design and lifestyle magazines as Elle Home, Wallpaper, Dezeen  High tech geek, good at digital communication platform: habitual blogger, Facebook followers

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5. Design Rationale | 28

Joinery Journey Inspiration of Flexible connection from contemporary architecture construction and form

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5.1. Design Thesis As a local company, CANAL contributes and shares a numerous of urban environmental planning and memories to Hong Kong over these 30 years. Suzanne.M(2011) claimed that the Hong Kong has great number of skyscrapers as New York. While low or even upper income group can only afford to live in high-rise buildings. High density of living with loosely urban building planning and management in the past decade, raise social problem and psychological tension. As a space management company, lifestyle brand, it is important to take the imitative, to resolve the problem and raise public attention. Better planning on design and management of home and environment by individual, company and government can help to develop make a well-order, high-density living place.

The aim of this product collection is to send a message to users, how to use technology and craftsmanship through re-think and re-design and re-create, a new sustainable lifestyle furnishing and decoration can introduced.

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5.2. Design Concept Design ideas are mainly based on the interior and architectural mechanical forms, structures, and constructions. It is about how to incorporate industrial product design into more multi-function, wearable fashion items, in order to bring out the concept of sustainable design.

Inspiration comes from the static pattern of configurations, tessellations and different form of structural order can be mediated into a system of both generative and different potential.

The collection theme as ‘ Joinery journey’, through investigation on different area as fashion and textile, fine art, traditional craftsmanship, architecture building techniques, as well as mathematical geometry and parametric formation, the concept of flexible connection can be examined. Details of research will be explained as follow:

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In traditional craftsmanship aspect, it will be explored interlink connection as patchwork, Japanese and Chinese knots, as well as traditional carpentry techniques as Japanese ‘s Sukiya Daiku Chinese Ming/Qin Dynasty furniture style ,and Western joinery methods. All these craftsmanship are practical and durable, and should be preserve the heritage as one of design elements in the collection In the fashion and textile, it will be developed the folding, and collapsible techniques of origami tessellation, which is also great impact for new form of architecture construction, as well as Continuity form of Weaving techniques and fabric manipulation.

In the Fine art aspect, it will be a research on Thomas Heather wick, Philip Jodido, Zaha Hadid ‘s conceptual architecture projects, as well as Amsterdam’s designer Winde Rienstra, conceptual fashion pieces.

Looking at the aesthetic formulation of shape and form from experimental way.

In the architectural aspects, it will be investigated the traditional building techniques as wood timber, soldering and wiring, where the way of strong connection and framework of the construction. While contemporary architect method as fabrication, is a main part of the design concept. Generate a parametrical and geometrical 2D form to a 3D continuous flexible connection. The wide range of building components from joins, pillar and column form a pattern to create a matrix of moclular supporting to the framework.

With the corporation of wood recycle and Asian perception of nature, a harmony and natural environment can be created.

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5.3.Construction development Sustainable Consideration of in production Using timber is especially suitable for this approach for couples of reasons. First of all, it is cheap, easily available, and sustainable and more importantly is machinable (which means easier to transform and reshape). Normally, all raw building materials are come in straight sticks or planar boards. This is where the materials usually associated with curvy shapes run into trouble. Bending metal or glass is a trial-and-error process, highly dependent on material properties and prone to imprecision. Milling a shape out of a raw block of material is immensely time and cost intensive.

Therefore, cutting curved parts from flat sheets is easy and efficient but reconnecting them into a three-dimensional structure requires a lot of labour. Here, timber pulls the wild card. It can be machined by computer-controlled tools with amazing speed and high precision.

The waste is recyclable. And all details like slots, bolt holes, and even complex timber connections can be fabricated directly.

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Lower the cost budget Therefore, the concept is also a combination of traditional craftsmanship and new technology techniques. Through digital fabrication (CNC architecture programmer) and 3D print techniques, the complex and uniform shape can be created in both architecture and product design areas. Those tools can produce thousands of individual components almost at the cost of mass production, allowing construction of complex curved shapes within reasonable budgets.

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5.4.Colour Lifestyle and furniture create great impact in environment and interior design, which represent spatial, atmospheric and sensual of a space . The space, mass, proportion, scale and rhythm of colour all are included in product design concept.

The collection is inspired by new technological building technique and sustainable direction. The proportion and pattern of colour hue is one of the design intentions. Considering as lifestyle collection which will be located at home, the colour choice should be more neutral and harmony, yet fresh and lively, and to be easily accessible.

Subtle Nature Harmony, Serenity, Live With neutral and soft pastel as harmony hue in beige, saturated grey, green and tawny, inspired by the originality of nature; as skin tone, ceramic, stone, plants and saturated light ray. Combined with a transition of dark blue and accent colour of glittering metal, a sense of supernatural, hygienic and quiet is created.

The design is involved some multi-layering and facets on the material surfaces, which helps to develop a visual space out of contrast chrome in tone, hue, and saturation manipulate surface and depth to emphasize and neutralize the inherent in the layering.

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5.4. Material Considering to as a sustainable business strategy, the material choice will considerate from the supply chain of the parental company. The extension product line will try to discover new use of the traditional building materials (as wood timber, laminated wood, leftover furnishing leather and fabric, interior hardware).

Based on the special characteristic on decorative appeal, hardness, durability, and optical effect considerations, the following material are suggested: duration Laminated wood  With natural wood texture surface  Slender thickness with flexible blending angle  Easily attachable Mosaic tile  high cutting precision  highly durable  Variety of colour and decoration surface  Transparency Vegetable tanned leather  Natural beige color  Multi possible for variation on molding and reforming,  Leather Layering: strong and compostable With the aid of excellent building technology techniques and carpentry skills from the origin company design team, and collaboration with individual member with fashion background, a new modish lifestyle product line can be established.

Mosaic Tile :

Laminated wood:

Vegetable tanned leather: Sustainable Business Strategy Concept Development 2013

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Story

Style

Colour Name

Material

HK$ W/S

HK$ RRP

Joinery Journey

Light Shade

Blue

Acrylic Perspex

$3,000.00

$12,000.00

Joinery Journey

Decorative Home ware

Mixture of colour

Leather, laminated wood and tile

$ 1,000.00

$ 2,300.00

Joinery Journey

Decorative Home ware

Mixture of colour

Leather, laminated wood and tile

$ 1,000.00

$ 2,300.00

Joinery

Decorative

Mixture of

Leather,

$ 300.00

$1,200.00

Journey

Home ware

colour

laminated wood and title

Joinery Journey

Decorative Home ware

Mixture of colour

Leather, laminated wood and tile

$500.00

$1,500.00

Joinery

Show piece

Mixture of

Leather,

For display

For display

colour

laminated wood and tile

purposeNON Sale item

purposeNON Sale item

Mixture of colour

Leather, laminated wood and tile

For display purposeNON Sale item

For display purposeNON Sale item

Journey

Joinery Journey

Show piece

IMAGE

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Under construction

Under construction

Fig. 15. Line Sheet (Initial Product Range and RR Price, TBC) Sustainable Business Strategy Concept Development 2013

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5.5. Product range For a luxury home design company, home fashion product turn and life cycle of a product are much slower and stable than in normal fashion industry. It takes one or two season per year. Moreover, it is still inspired by colour and fashion trend, but more inspired by the architecture and industrial design construction and structure.

Since this is the first collection of the extension brand, therefore, it will be fulfill the parental lifestyle brand tradition and value, by developing two different areas of accessories: home decorative and fashion accessories with similar construction approach and material choice.

Overall, the collection is included seven pieces, with two handbags as fashion items, three decorative basket and lampshade as home items, two body accessory show pieces with home ware feature for advertisement promotion and display. The product range is still on development stage, there will be slight amendments at the end.

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6. Limitations and Improvements 1.Limitation of academic theories and general marketing Logic behind on the sustainable theories and green marketing approaches is still fresh and has room to improve in the system.

Thus, ensure the company activities are geared around meeting customer wants and aspiration as revealed by the specific marketing research.

2. Limitation of envisage technology on the production Technology is now being developed rapidly and influential, yet for a medium-sized company, it is difficult to invent or invest the latest technology, or provide training to staff.

Thus, collaborations with government, experts in different industries, attend creative conference such as Eco Expo Asia, in order to get an unique insight and design approach for the customers.

3. Challenge of present narrow Green market It is a challenge for successful pioneer within sustainability market to maintain the first-mover advantage and sustain the business in long one, since the market is growing in long term but is immature and uncertain at this stage. Demand on the consumers’ expressed interest in sustainable product is different from actual willingness to purchase, which is shown in the online survey.

4.Limitation of initial high sunk cost with material, management, production in unclear direction Company should maintain the status value to sustainable development on existing system and infrastructure rather than radical system innovation to change the current trajectory of the economic and technical development.

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7. Conclusion Eco-design is growing in diversity and complexity now. It relates to the manufacture process and life cycle of the product, both from the materials to the constructions.

Young generation consumers should be educated and enlightened the eco-design tendency, while Hong Kong is a good starting place to examine this idea in China. Particularly, Chinese economy is now flourishingly growing.

Through expansion of the well-established family design business, a new way and value of design can be more feasible to develop, rather than promoting this concept in a new brand. To design is a new way to satisfy the complex interrelation among suitability, eco, social benefit, functionality, is the ultimate goal for CANAL to develop in a successful eco-lifestyle brand in Hong Kong.

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8. Appendix

Other product

Or service

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Supply chain

Landfil

BP/Energ

BP/Energ

BP/Energ

BP/Energ

l

y exchange

y exchange

y exchange

y exchange

Raw Material

Distribution& Retailers

Part (Creation)

Subassembly

Manufactur

Customers

Product

e Source

Subassembly

Part (Creation)

Recycle

Subassembl y Distribution& Retailers

Raw Material

Landfill

By-product, Energy Management

Remanufact

Repair

Waste Management Process

Reuse

ure Other product

Or service

Supply chain

Fig 16. Green supply chain

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8.1. Green Supply Chain As a comprehensive sustainable business strategy, it is important to re-organize the production process, material distribution and energy management.

As an interior design company, there is usually massive hardware as wood, metal, manufactured furnishing assemblies raw materials. Not all those material can be re-used and re-cycled. Therefore, in the product creation process, subassembly and product assembly (as leftover furnishing fabric, leather and wood) can be repaired and remanufactured for the extension product line material sources.

It can use same source of distribution as the parental company’s resources to sale the new products. While customers can be sent back the product for repair and recycled materials again.

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8.2. Hong Kong Property Market Segmentation Fast Fact

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Hong Kong Property Market Segmentation Fast Fact Gender

Female 43%

Age group

Male 57%

30-49

Occupation Professionals

Clerical & Administrative Executive/Man

21%

38%

agerial 12%

Annual household income

Below US$ 51,573 (in 55%)

Property ownership None 49%

More than one 14% One 37%

Property preference

89% Private Condominiums

Motivation to purchase

To own property for living and investment

Budget

Below US$ 644,670

Location

United Kingdom

Source: iProperty

Local and China Malaysia

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8.3. Industrial Interviews with professionals Patre Lee CANAL CEO

We provide one-stop service, from space planning, interior design to furnishing and decorating services. We always try out utmost effort to satisfy our customer’s demand.

Alfred Lee CANAL CFO

In Chinese market, including Hong Kong, branding and advertisement are the key points.

Gramham Moore GMRA Trend research manager

Chow Kwai Ning Fine art Artist

There is unclear or confused definition of ‘Eco’ design in the market; people think is about recycling, reuse the waste, healthy organic food or fair trade

Design is different from art, which much more focus on its function than the presentation. Yet, the value and culture is always built up in the design of a product.

Meg Lui Lifestyle blogger/stylist

Eco is culture and lifestyle, more than a fashion trend.

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Interview Date 13th Septmber,2012 Personal Information Interviewer Name: Patre Lee

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Occupation : CANAL CEO Interview Questions General information of the Company 1. Q: Could you briefly describe the company background and identity in the industry?

A: CANAL is built up by me and my two brothers, who are specific and explore in different aspects of business, but cooperation the business management and administration together. With our personal network, honesty and professional ethos, we attract a group of loyal clients and serious business partners.

2. Q: What kind of services dose the company provide?

A: We provide one-stop service, from space planning, interior design to furnishing and decorating services. We always try out utmost effort to satisfy our customer’s demand.

3. Q: What is your major target market and customers?

A: We specify on large urban environmental planners, property enterprisers, government institutions, as well as individual exclusive one.

4. Q: Any future business plan for the company?

A: As nowadays, the building and construction industry is growing, we are looking forward to expand the company and looking for a potential market or diversification.

Professional Opinions of sustainable business 5. Q: How do you define ‘sustainable’ development for business?

A: ‘Sustainable’? It is a new form of business system which is advantageous to all aspects, but it is not easy to carry for a company like us; which is traditional and small in cooperation.

6. Q: What do you think about this concept?

A: Valuable for large enterprise to try, but cannot see any significant advantage or revenue for us.

7. Q: Will you be interested to develop this field in the business?

A: It will be worth to try, but need to re-organize the business plan and management system, which take a lot of effort and time consuming. The main important is Hong Kong is shortage of supports and experts in this area.

8. Q: What will you do if there is a fund support for ‘sustainable’ business?

A: That will be more possible. Yet, the technical and expert support is still a problem. But can be discussed it further.

9. Q: Do you support this idea?

A: Personally, I do and try to work it out through my personal lifestyle, yet there isn’t many successful cases or a clear business plan for this concept. It is hardly to examine the possibility of ‘Sustainable’ business.

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Interview Date 13th Septmber,2012 Personal Information Interviewer Name:

Alfred Lee

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Occupation : CANAL CFO Interview Questions General information of the Company 1. Q: Could you briefly describe the company business direction ?

A: As there is a growth in the mainland China and Hong Kong property market, we are going to expand our business to China and cooperate a stable partnership with some urban environment planner in long run.

2. Q: Where is the company position in the market?

A: Exclusive, professional, contemporary design firm.

3. Who are your major customers?

A: The growth of luxury residential market, and as usual performance, we target the social celebrities and

luxury

Chinese investors.

Professional Opinions of sustainable business 4. Q: How do you define ‘sustainable’ development for business?

A: Well, it has been used in some European and American enterprisers, but not common in Hong Kong or China. Hard to define. But it is about the win-win position of the equilibrium of company, society and environment in long run.

5. Q: What do you think by this concept?

A: Actually, we do use this kind of concept, but not specify or classify in this way. Overall, as a medium size company, we try our best to utilize our resources and workforce. But for the social and environmental aspects, we might abandon in the past.

6. Q: Any possibility do you think to apply this on company? By how?

A; Yes, it does, for example, we are planning to expand our business, and need to redefine our business direction and image , in order to fit in the present market. Maybe a new market position is suitable to run this concept.

7. Q: What do you think about ‘sustainable’ or ‘Eco’ design in the market?

A: Theoretically, it works. But in practice, it depends on the business strategy and the company fame. For example, successful regional Chinese sportswear brand, Li-ning, set up by the famous Olympic athlete champion Li-ning. He demonstrate his brand as a regional hero and successful image, and with the aid of government funding and local investors’ support, he develops a ‘Green’ line, and sell it successfully.

I think, overall, in Chinese market, including Hong Kong, branding and advertisement are the key points.

8. Q: Do you support this idea?

A: Yes, I am quite positive with this concept.

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Interview Date 8th October,2012 Personal Information Interviewer Name: Gramham Moore Occupation: GMRA Trend research manager Background: Graduated at Goldsmith University and Central St. Martin in Product design and ethnography studies. With a strong industrial design knowledge and product research background, and is good at using semiotic meaning and cultural thesis to analysis trend and product design. Previously working with O2, Nokia, Vetru for their design research.

Website: http://www.gmralondon.com/ Interview Questions 1. Q: How will you describe ‘Sustainable’?

A:It is an ongoing, beneficial, balanced development on social, economical, environmental aspects .It is a business strategy, government policy, individual practice.

2. Q: What do you think the global future or ongoing design trend?

A: It is ongoing and existing for a century, after people noticed the harms and problems brought by Industrial Revolution. This concept began to be popular recently decades, when enterprisers and government tried to set a clear goal and direction for maintaining our environment while benefits to the enterprises.

3. Q: Do you think the general public’s impress about ‘Eco’ design?

A: There is unclear or confused definition of ‘Eco’ design in the market; people think is about recycling, reuse the waste, healthy organic food or fair trade. Yet it is more than that. Eco means environmental friendly, all the ways and methods which can reduce the harm and problem to the society and environment. Not just using recycled wood, material cans.

4. Q: What do you think about ‘Eco’ trend for West and East?

A. They act quite different. In the West, while like America and Europe created these problems over years and being noted and faced this significant threat and damage from their massive industrial production development, they being to tackle this problem. While the East, which just start to develops their industry, haven’t seen the damage or ignored this aspects and widely and hurry to develop their countries. But there is a rise of concern on this area, since pollution and resource shortage are global problems.

5. Q: How does the industry respond to this idea?

A: Enterprises being to rethink re-plan and redesign their resource distribution and effective energy management.Large company are willing to invest and explore the ‘Eco’ market and invent new product and material, medium and small company try to adopt this concept in its supplier source and human resource management.

6. Q: Do you support this concept? Why? A: Certainly, as it’s our responsible.

7. Q: What is your advice for a successful Eco design for industrial design?

A: A good ‘Eco’ design, rather than recycle and reuse, it should be think about eco-efficiency, like how to cooperate with the supply chain, product packing, production process, material choice, as well as using the technology to assist a better quality of production.

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Interview Date 28th September,2012 Personal Information Interviewer Name: Chow Kwai Ning Occupation : Fine art Artist Background: Committee member of Hong Kong Researching Association and Hong Kong Art Club. Actively participle and contribute in promoting Hong Kong’s art and culture more than 30 years. Highly press exposure. Her works is always present in individual and public exhibition. Based in Hong Kong, always have cultural exchange with Macau and mainland China. Good Understanding in Hong Kong art and culture , as well as

local policy and funding for artists and designers.

Interview Questions 1. Q: How will you describe ‘Sustainable’?

A: ‘Sustainable’? Not sure. Rubbish recycle and environmental protection.

2. Q: What do you think about ‘Sustainable’ or ‘Eco’ in art and cultural aspect?

A: Green concept is very common presented in art and cultural aspects. People like to rebuild their unique creation with unwanted things or waste, and build up a new value and alternative use. And it is normally inspirational and extraordinary.

3. Q: Do you think ‘Eco’ concept is popular in Hong Kong?

A: Yes, I do. There are a lot of local individual designers and artists promote this concept, with their own prospection of re-design, re-think on ‘Green’ and materialism. For example, famous Chinese artist, Mr Ha Bik Chuen is keen on using his past experience and childhood memory to create conceptual art piece and art installation. He occasionally has personal exhibition, held by Hong Kong Institution of Art and Hong Kong Museum of Art. 4. Q: Will it be a future or ongoing trend?

A: Difficult to answer. In cultural background, a lot of art institutions and design firms, or even art and in school, educators are widely-spread this concept to the public. As we think it is important to inform and educate people, especially for our young generation. You can see that a lot of new coming artist and designer open their local studio and widely do ‘Eco’ design label.

But I must say, it is still not popular to the general public.

5. Q:How do Hong Kong people think about it?

A: Hong Kong people is very strange, majority are followed what the mass media tell them. They do not have individual preference, taste or style. If it is celebrity preference or branded label, they will then follow.

6. Q: Can you suggest any designers or artists who are involved in ‘Eco’ design field?

A: As I said before, Ha Bik Chuen. Can’t think of others, since ‘Eco’ designers and artists are not famous and widely promoted .They are usually some fresh graduates or youngsters.

7. Q:Is there any government or institution funding for this development?

A: Yes, it does. But not commonly informed by the press. You can definitely ask some Art Institutions or organisations which also offer sponsorship and funding to young design for promoting Green design. Like Macau, there is a design collaboration shops as MOD to promote the local art and culture development.

8. Q: Do you support this concept? Why? A: Yes, our organization holds some green design installation exhibition in some shopping mall and gallery.

9. Q: How will you promote this idea if there is funding support?

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A: We will try to hold and create more seminars and exhibitions, to help more new designers and artists expose their works and get a high press exposure.

10. Q: What is your advice for a successful Eco design for product design?

A: I think design is a bit different from art, which much more focus on its function than the presentation. Yet, the value and culture is always built up in the design of a product. A high value design product is not just about the price or sale figure.

Sometimes, the message behind it is the main reason of purchasing it.

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Interview Date 11th October, 2012 Personal Information Interviewer Name: Meg Lui Occupation: Fashion Blogger/ Hair Stylist Background: Born in Hong Kong and move to London over ten years. Set up her own label hair salon branches as ESHK in London, being fashion stylist in London, Milan and Paris Fashion Week, as well as one of the chief editors and bloggers of Online lifestyle: Future Magazine. Develop a strong insight and experience on fashion and lifestyle areas.

Website: http://www.eshk-hair.com/ http://www.futuremagazine.co.uk Interview Questions 1. Q: How will you describe ‘Sustainable’?

A: A development and concept of continuous, beneficial to our society, environment and individual..Equilibrium, fair trade, organic products, recycle waste.

2. Q: What do you think about ‘Sustainable’ or ‘Eco’ in lifestyle and fashion aspects?

A: ‘Sustainable’? is difficult to define in the fashion trend, yet ‘Eco’ or Green fashion does exist , but very few. If I say ‘Eco’ fashion, there is commonly about vintage and organic materials as special cotton or wool.

3. Q: Do you think ‘Eco’ concept is popular in London?

A: Definitely. Londoners love to create their own style and trend, with shopping in vintage shops and re-tailoring the old clothes and present in a new style. Also, there is a lot of individual designers and artists using unwanted waste to recreate a new, pretty things. Art gallery, exhibition or street fashion is about ‘Recycle’ or ‘Redesign’. Shops like Octopus, Brick Lane stalls, or even small gift shop, do have some recycled or reuse accessories.

4. Q: Will it be a future or ongoing trend?

A: I would say is a culture and lifestyle, more than a fashion trend.

5. Q: How do people response to this concept?

A: In general, they accept and support this idea. Not many will take it serious and put it in daily life practise.

6. Q: What do you think about ‘Eco’ concept in West and East countries?

A: Totally difficult. ‘Eco’ is built up in Western people’s lives; they are informed and educated in school, family and the society. It is a ritual practice or lifestyle like separating recycle waste, buying organic food, keep a healthy life and environment for the kids ;while in China, there is no one care about the rubbish recycle or environmental protection. As the government policy and the culture of egotistical, no one shows respect to others or the environment. As you can see the poison food production in mainland China is very common.

Of course, I am just saying in some Asian countries, but not for all of them. Like Singapore and Japan are good examples.

7. Q: Do you think it will be popular in Hong Kong market?

A: Yes, it does, but same as I said before, it will be popular but would not put this concept in serious. It also depends on which market you are targeted at. If it is for fashion, it doesn’t really work, since Hong Kong is a fast-paced and economic based city.

A fashion handbag or a jacket just cost hundred dollars, while ‘Eco’ clothing will be priced as a double. Not many people are willing to pay for it when tomorrow will have a new arrival coming up in the boutique.

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8. Q: Do you support this concept? Why? A: Of course. It is a protection to our environment and improvement of our quality of lives. I always redesign my clothes, too.

9. Q: What is your advice for a successful Eco design for product design?

A: For a ‘Eco’ product, I think it is more about the function and design, also how to label;’ Eco’ concept in the product. Attractive appeal is the key point. There is too many recycled product in the market which is very DIY and roughly made. This definitely decreases the interest on ‘Eco’ things.

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8.4. Online survey analysis ofnconsumer behavior of Eco design This questionnaire is based on the general knowledge and impression of Eco-products and trends in consumer’s viewpoint. Carried out by Survey Monkey Online survey service, interviewed 60 people aged from 18 to 40, from different places, both Europe and Far East countries, the feasibility of eco-product brand development can be then further investigated.

Link: http://www.surveymonkey.com/s/D37FWCX Page: General Information 1 What is the gender?

Female

55%

Male

45%

Gender Proportion 45 55

Female Male

2. Which age group are you belonged to?

Under 18

0%

18-23

31.7%

24-28

48.3%

29-35

15%

36-42

3.3%

Above 42

1.7%

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Age Group of the Interviewers 3% 2% 15%

18-23

31.7

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24-28 29-35 48%

36-42 Above 42

3. Where are you come from?

European countries or United Kingdom

10%

The United States

0%

Australia

0%

Mid-East countries

0%

Asian countries

13.3%

Hong Kong or China

73.3%

Others

3.3%

Nationality of Interviewers 3% 10%

0%

European countires or United Kingdom

0% 0%

The United States

13% Australia Mid-East countries 74% Asian countries

4. What is your occupation?

Student

26.7%

Service

11.7%

Professional

38.3%

Self-employed

16.7%

Others

6.7%

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Occupation of Interviewers Others 7%

Selfemployed 17%

Student 26%

| 63 Service 12%

Professional 38%

5. What is your income level?

Under 15k

51.7%

15-25k

26.7%

25-50k

13.3%

50 or above

8.3%

Annual income (in ÂŁ) 8%

13%

52% 27%

Under 15K 15-25K 20-25K 50K or above

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Opinions on Eco-design 6.What do you think about ‘sustainable’ products?

European countries or United Kingdom

10%

Fashion Trend

5.8%

Lifestyle

15.4%

Rubbish recycle

7.7%

Green

17.3%

Environmental, economic and social well-being for today and tomorrow

53.8%

Others There is three interviewers chose ‘Others’ to defined ‘sustainable’ products. All of them have different interruption on ‘sustainable’, who have a deep understanding and clear interruption on that category. One interviewer clarified this as ‘ Business trend ( Eco or organic has become a brand which is intentionally used by companies to attract consumers) and other one classified it as ‘ Not necessarily aesthetically pleasing but still of huge benefit to environment’.

These definition shows that there are small group of people get better understand of the sustainable development in comprehensive and practical way in social, economical and environmental aspects.

Consumers' interption on 'sustainable'products Environmental,economic…

Green Consumers' interption on 'sustainable'products

Rubbish recycle Lifestyle Fashion trend 0.00%

7.

20.00% 40.00% 60.00%

What will you consider when you choose a fashion product?

(Please rank your consideration points. 6 is the highest, while 1 is the lowest) 1

2

3

4

5

6

Rating Average

Brand

33.9%

16.1%

17.9%

17.9%

8.9%

5.4%

2.68

Quality

8.9%

17.9%

10.7%

7.1%

35.7%

19.6% 4.02

Design and Packaging

17.9%

8.9%

14.3%

16.1%

14.3%

28.6% 3.86

Convenience

10.7%

25.0%

23.2%

23.2%

14.3%

3.6%

Price

7.1%

10.7%

19.6%

30.4%

19.6%

12.5% 3.86

Eco-friendly

21.4%

21.4%

14.3%

5.4%

7.1%

30.4% 3.46

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Ranking Brand 5 4 Eco-friendly

3

| 65 Quality

2 1 0

Design and Packaging

Price

Convenience

8.What kind of Eco-products do you usually buy? ( You can choose more than one option).

Food

57.1%

Clothing. Including accessories and footwear

19.6%

Furniture

10.7%

Household

55.4%

Electric appliance

39.3%

Others

0.9%

One interviewer answered ‘Others’, who bought the Eco-product range as Stationery, which means there are small eco-development in some other industries. The product range focus on small size and high function ability.

Consumer choice on Eco-product Range 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

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9. What is your expectation on Eco-design products?

Comparatively expensive

26.8%

Cheap but valuable

14.3%

Comparatively high comfort ability

7.1%

Comparatively high durability

7.1%

A way of protecting our environment and human right

44.6%

Others One interviewer expected Eco-design is always as simple structure and design, which means Eco-design in some of the users’ view is simple, functional, more than aesthetic appeal.

Consumer Expectation on Eco-product Consumer Expectation on Eco-product

44.60%

A way of protecting our environment and human right

Comparatively high durability

7.10%

Comparatively high comfortability

7.10%

14.30%

Cheap but valuable

26.80%

Comparatively expensive

10. Do you think Eco-design is popular nowafays?

Yes

62.5%

No

37.5%

Perspective of Eco-product trend Yes 16%

No 84%

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9. Reference Book 1. Benedell J. and Kleanthous

A.(2007),Deeper Luxury Report . WWF.UK.

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2. Jonas.H and Ivan.C-Maniere(2012). Luxury Strategy in Action.UK: Palgrave macmillan.p.163 iproperty.com Research Asia Market Property Sentiment Report 2012 3. Palmela.N.D.(2011 ),Putting the Luxe Back in Luxury: How New Consumer Values are Redefining the Way We Market Luxury USA: Paramount Publishing Ltd. P.64-68.

4. Schmidheiny .S.(1992)Changing Course. US:MIT Press. P.10 5.http://furninfo.com/Furniture%20World%20Archives/7484 Hong Kong Property Market Segmentation

Fast Fact

Hong Kong iproperty.com Research Asia Market Property Sentiment Report 2012 http://s3-pdf.iproperty.com.my.s3.amazonaws.com/resources/comparison%20chart_version1.jpg 6.Suzanne.M (2011).Perspective Magazine . Vol Aug, P.64-65

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Figure: Fig 1. CANAL’s SWOT Table http://www.rapid-business-intelligence-success.com/swot-analysis-example.html Fig. 2. Business strategy model of CANAL

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Fig.3. Initial Brand DNA Fig.4. CANAL’s brand physique Fig.5. Market Competitors http://upload.wikimedia.org/wikipedia/commons/thumb/d/d5/Louis_Vuitton_Logo.svg/246px-Louis_Vuitton_Logo.svg.png http://i693.photobucket.com/albums/vv294/yaelatner/LVluggage1.jpg http://lh5.ggpht.com/_812IJXuguB0/TQm322yk-2I/AAAAAAAAGM8/iwJjA7xJPzs/logo-hermes-paris%5B5%5D.jpg http://www.herworldplus.com/sites/default/files/GOD%20640.jpg http://4.bp.blogspot.com/-4f7xu-2mTvM/TkgQO5CnxlI/AAAAAAAAMP8/H9GzQitruME/s1600/hollywood+copy.jpg http://profile.ak.fbcdn.net/hprofile-ak-snc6/c50.50.621.621/s160x160/207969_10150156045292103_5890915_n.jpg http://sphotos-b.xx.fbcdn.net/hphotos-prn1/29469_394035752102_5781866_n.jpg http://mydeco.com/blog/wp-content/uploads/2010/04/5-crinoline.jpg http://www.gentlemansgadgets.com/for%20men/images/2008/03/bbitalia-canasta-outdoor-furniture.jpg http://www.muji.eu/images/products/l/4548718076697_l.jpg http://www.becomingminimalist.com/wp-content/uploads/2009/12/muji.jpg Fig.6 Competition Level Table (as Fig.6) .

Fig.7 CANAL and Competitors ‘Value/Price Map Fig.8. CANAL and Competitors ‘Style/Price Map Fig.9. Consumer choice of Eco-product range bar chart Fig.10.The Spread of Luxury Model Radha. C and Paul. H(2006). The Cult of the Luxury Brand: Inside Asoa Love Affair with Luxury. London: Nicholas Brealey International Fig.11 The extended pricing strategy Uche.O(2007). Luxury fashion branding :trends ,tactics, tecqniques. New York: Palgrave Macmillan.P.141 Fig.12. Sustainable value innovation strategy map Dr Gabriel.E & DDr. Martain.P.(2011).Business & Sustainability: Concept, strategies and changes.UK: Emerald Group.P204.

Fig.13. Product purchasing consideration ranking Radar by Monkeysurvey Fig.14. The target consumer income and age class Matrix David A.S(1997),Understanding the consumer.London: Macmillan Press Ltd:P167-173 Consumer board Colour board http://www.finkeldeistudio.com/art-how-to-articles/78 http://www.bhgrealestate.com/Live/Make-Over/Color/Using-Color-Theory-in-Home-D%C3%A9cor.html http://www.houzz.com/ideabooks/2875435/list/How-to-Accent-a-Neutral-Space-With-Color http://www.colourlovers.com/home/trends/interior-looks/7840/Smith_Brennan_Residence http://www.elledecor.com/design-decorate/trends/faux-bois#slide-7

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Mood board http://www.perspectiveglobal.com/interiors-plus http://www.designboom.com/design/the-improvisation-machine-by-annika-frye/ http://inhabitat.com/6-cozy-cocoons-to-retreat-from-the-world/

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Fig.15. Line Sheet Fig.16 Green supply chain Nasrin R.K(2011).Practical Sustainability. From Grounded Theory to emerging strategies.UK: Palgrave MacmillianP.103 Illustration Picture: http://www.beijingshots.com/wp-content/uploads/2012/05/370.jpg http://iheartthreadbared.files.wordpress.com/2012/01/peoples_republic_of_capitalism_01. http://blog.jotmi.org/wp-content/uploads/2012/07/888776..jpg

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10. Bibliography Article and Report : Ewa.S (2012), Intelligent Sustainable Solution in Fashion Industry. UK: Kingston University

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Joathan.Ex(2012), Reclaiming the Future-From Re-using construction material to one planet living

http://www.wwf.org.uk/deeperluxury/report.html http://trendoffice.blogspot.hk/2007/02/fashion-and-interior-design-how-much-in.html http://www.familybusinessinstitute.com/blog/2011/08/expanding-your-family-business/ http://missdelite.blogspot.hk/2009/09/philip-treacy.html http://www.whatprice.co.uk/decorating/interior-design-materials.html Book: Colette. W.(1996), The Art of Manipulating Fabric.USA: Krause.

David A.S.(1997), Understanding the Consumer: A Psychological Approach. London: Macmillan Business.

Eric. G.(2009), Origami Tessellations. Awe—Inspiring geometric design. New York: CRC Press.

Jeffry. A T. & Stephen. S. (2008).New venture creation : entrepreneurship for the 21st century. London: McGraw-Hill International Edt. John. R.E.(2009).Sustainability by design : a subversive strategy for transforming our consumer culture.US: Library of Congress Cataloguing Publication Data.

Janet. H, and Connie. U.(2008) Sustainable fashion : why now? ; a conversation exploring issues, practices, and possibilities. Oxford: Berg.

Jeffrey. R & Chris. K.P (2011),Shadow folds. Surprisingly Easy-to-make.USA: Kodansha.

Jonas. H & Ivan .C-M, (2011)Luxury Strategy in Action. London: Palgrave Macmillan Frank-Martin. B & Ken.P (2009), Sustainability Marketing: A global perspective.UK: John Wilery& Sons.Ltd Design Museum(2010), How to design a chair. London: Conran Octopus.

Design Museum(2010), How to design a light. London: Conran Octopus.

Janet. H & Connie. U(2008). Sustainable Fashion. Why Now now? A conservation about issues, practices, and possibilities. New Nork:: Fairchild Book, Inc. Lisa. Iw(2009),Digital Fabrication. Architectural and material techniques. New York: Princeton Architectural Press.

Martin. C & Ursula.T (2001),Sustainable Solutions: Developing products and services for the future.UK: Greenleaf Publishing.

MariĚ a E.G.(2011).Inside luxury : the growth and future of the luxury industry : a view from the top. London: LID Publishing Incorporated.

Nasrin R.K.(2001). Practical sustainability : from grounded theory to emerging strategies. Sheffield: Greenleaf Publishing Ltd. Paul. J(2011),Folding Techniques For designers from sheer to form. London: Laurence King Publishing.

Rebecca.P. (2009).1000 new eco designs and where to find them. London: Laurence King Publishing Ltd. Richard. M. (2009), The Fundamentals of Product Design.SA: AVA Publishing.

Stuart. W.(2006), Sustainable by Design. Explorations in Theory and Practice. London: Earthscan.

Summer.R.O(2008). Style, Naturally: The Savvy Shopping Guide to Sustainable Fashion and Beauty: The Global Guide to Sustainable Fashion & Beauty. San Francisco: Chronicle Book.

Nasrin R.K.(2001). Practical sustainability : from grounded theory to emerging strategies. Sheffield: Greenleaf Publishing Ltd. Toby. M.(2012), How to set up & run a Fashion Label. London: Laurence King

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William.R B.N(2007).The Sustainability Handbook: The Complete Management Guide to Achieving Social, Economic and Environmental Responsibility. London: Earthscan.

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Journal and magazine:

Helen.C.(2012), Material Computation. Vol: Mar/Apr 2012,No.216. US: Wiley Helen.C.(2012),The New Structuralsim. Vol: Jull/Aug2012. No206. US: Wiley Web-site: (All re-accessed on 4th Dec,2012)

Green is the new invisible: Eco-fashion in Hong Kong: http://www.my3q.com/research/yui_bedouin/55085.phtml

Consumer Behaviour of Eco Fashion in Hong Kong: http://www.my3q.com/research/ecofashion/30073.phtml http://www.etsy.com/listing/109777441/1892-architecture-print-building-plans http://www.siggraph.org/s2009/galleries_experiences/generative_fabrication/03.php http://www.obraarchitects.com/work/ps1MoMA/0510PS1.html# http://www.eastoncombs.com/Easton+Combs_2010%20MoMA%20PS_1%20Y.A.P.html http://www.huffingtonpost.com/2012/03/06/2012-moma-ps1-young-architects_n_1323895.html http://www.linanwindow.com/craft/zl02.htm http://hexdome.com/weaving/triaxial/introduction/ http://momath.org/home/math-monday-flexible-stick-structures/ http://support.ponoko.com/entries/491274-creating-unique-successful-laser-cut-designs http://www.solidform.co.uk/blog/2012/5/6/rest-stop-at-wissol-georgia-by-j-mayer-h-architects.html www.designboom.com

http://alternative11.livejournal.com/33423.html http://thetricycles101.blogspot.co.uk/2012/08/weaving-in-architecture.html http://wgsn-hbl.blogspot.co.uk/2010_10_01_archive.html http://www.annnisbet.com/?p=88 http://workshopsfactory.wordpress.com/2009/06/ http://sanjeevshankar.com/wovensystem.html http://dacarc.wordpress.com/category/drawing/ http://momoge.com/unique-architecture-clapham-house-london-design-by-atmos/ http://www.shigerubanarchitects.com/SBA_WORKS/SBA_PROJECTS/SBA_PROJECTS_14/SBA_Projects_14.html http://momoge.com/unique-architecture-clapham-house-london-design-by-atmos/ http://formfarm.blogspot.co.uk/ http://dab510process.blogspot.co.uk/2011/05/deployable-and-transformable-structures.html http://thecarpentryway.blogspot.co.uk/2010_01_01_archive.html

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