IT TAKES 2,700 L ITRES OF W A T E R TO M A K E ONE T-SHIRT. - National Geographic, 2016
Mary Cox Fashion Business and Promotion FA S 6 0 4 9 - C o m p e t i t i o n
CONCEPT Sustainable capsule collection for Acne Studios
S us t ai n ab l e c ap s u l e c o l l e c ti o n l a u n c h e d by A c n e Studio s. Ma rket i n g C am p ai g n to c o m m u n i c a te n e e d fo r s u s ta ina bil it y in f a shio n. Innov at i ve m at er i al s u s e d a s a l te rn a ti ve s 8 s t a p l e u n i s ex i t em s i n a ddi ti o n to a c c e s s o r i e s .
WHY IT’S NEEDED Environmental impact of the fashion industry
Fa s h i on i n d u s t r y i s 2 n d l a r ge s t gl o ba l po l l u te r. . . Oce a n p l as t i c , w at er w a s ta ge , to x i c c h e m i c a l s , te x til e wa st e . Gre en w as h i n g h as a ffe c te d c o n s u m e r a tti tu de s . S ma l l c h an g es = Bi g di ffe re n c e ! Ne e d ed i n m ar ket s e c to r to bro a de n a w a re n e s s to wide r a udie nce . Co nsu m er s n eed t o be e du c a te d fu r th e r o n th e e ffe c t s o f f a st f a shio n.
BU Z Z W ORD S : OVER C ON S U M PTION TRAN S PARE N C Y ENG AG IN G E D U C ATION D ESI G N-D R I VE N IN N OVATION
“ 9 3 % O F G L O B A L C O N S U M E R S WA N T TO S E E M O R E B R A N D S S U P P O R T M O R E W O R T H Y S O C I A L / E N V I R O N M E N TA L I S S U E S ”
- F u t e r r a , 2 0 1 7
CONSUMER TRIBE The Creative Hedonists
Ag e: 2 5 -3 5 Urb an Pros p er i t y : P ro s pe ro u s P ro fe s s i o n a l Fi nan c e: E s t ab l i s h ed pa tte rn s o f pe r s o n a l fi n a n c i a l ma na ge me nt . Hi g h d i s p os ab l e i n co m e Enjoy s : Ar t , t ravel , th e a tre . Art an d c u l t u re i n s pi re s th e i r h o m e de c o r a n d re c rea t io na l a ct ivit ie s. S o ci al M ed i a: I n s t ag ra m , P i n te re s t, Fa c e bo o k. S ho p s : A c n e S t u d i os , A l l Sa i n ts , A . P. C .
COMPETITORS Direct vs Indirect
Di rec t C om p et i t or s : A . P. C , C e l i n e , H e l m u t L a n g No C or p orat e S oc i al R e s po n s i bi l i ty - A c n e a l re a dy s t a nds o ut . Ind i rec t C om p et i t or s: R e fo r m a ti o n , Ste l l a M c C a r tn e y, M a ngo Co mit t e d Ins pi rat i on f or t ran spa re n c y i n th e e c o c o l l e c ti o n . Acne ’s E c o C ol l ec t i on w o u l d be i n n o v a ti ve fo r m a r ket se ct o r
“ S U S TA I N A B I L I T Y U S E D T O B E S E E N A S A S U P P LY C H A I N P R O B L E M , N O W I T I S A D E S I G N O P P O R T U N I T Y. ”
- Dilys Williams, founder of the Centre of Sustainable Fashion
W H AT D O E S I T D O ? USP
8 cap s u l e p i ec es . Uni sex . S ma l l l eat h er g ood s. S us t ai n ab l e al t ern at i ve s pro v i de d. Ma d e w i t h rec y c l ed m a te r i a l s a n d i n n o v a ti ve fa br i c s.
LEATH ER IN N OVATION S • PIN ATEX • CORK • PU LEATH ER
USP Innovative Materials
MATE RI A L S • REC Y C L E D P O LY E ST E R • OR GAN I C C OT TO N • BA M B O O • TE NC E L ( LYO C E L L ) • Be n e f i t s = co n s u me r s a ttra c te d fo r its func tio na lity. • Sus t a i n a b i l i t y i s a n a d de d b o nus .
USP Education in store
Ed uc at i on i s key t o e x pa n d a w a re n e s s a bo u t th e be ne f it s o f sust a ina bl e f a shio n. Gra p h i c s / p os t er s i n s to re i Pa d s w i t h s h or t , eas i l y di ge s ti bl e v i de o s i n fo r m i n g co nsume rs a bo ut f a bric de t a il s a nd be ne f it s. La b el s at t ac h ed t o c l o th e s w i th fa br i c c o m po s i ti o n , inf o a nd be ne f it s, ma nuf a ct uring l o ca t io ns & na me o f ga rme nt w or ker Tra n s p aren c y !
USP Marketing Campaign
M ar ket i n g c am pa i gn i s l a r ge pa r t o f th e l a u n c h. S oc i al M ed i a B u i l d h y p e, b eg i n e du c a ti n g c o n s u m e r s . Vi s u al l y en g agi n g Tool k i t t o m ake e n ga gi n g i n c o n s c i o u s be h a v i o ur e a sie r.
WHEN IS IT HAPPENING? Product Timeline Marketing Campaign begins
A/W 19 Capsule big launch in stores S/S 20 Capsule big launch in stores
22nd April Fashion Revolution Week
A P R I L
2 0 1 9
A U G U S T
2 0 1 9
M ar ket i n g c am pa i gn c o i n c i de s w i th Fa s h i o n R evo l ut io n We e k = a wa re ne ss is he ight e ne d. 2 S eas on s = v ar i e ty. L au n c h ed i n t o sto re th ro u gh o u t th e y e a r. A / W - Au g u s t S / S - Feb ru ar y M ore c ol ou r op ti o n s re l e a s e d th ro u gh o u t th e m ont hs t o o ff e r va ria t io n. G i ves u s en ou g h ti m e to de s i gn , re s t, pro du c e and ma rke t t he ra nge .
F E B R U A R Y
2 0 2 0
WHERE IS IT HAPPENING? Product Launch in top Acne Stores
Fla gs h i p s t ores : L on do n , Sto c kh o l m , C o pe n h a ge n , N Y C, Lo s A nge l e s, Pa ris, M il a n Reven u e g en erat ed , po pu l a r l o c a ti o n s - h i gh e x po s u re . Acne E c o s ep arat el y m e rc h a n di s e d i n s to re fro m c o re co l l e ct io ns. Hi g h l i g h t s d i ff eren c e a n d i m po r ta n c e o f ra n ge .
THANK YOU! Any Questions?