SUSTAINABLE FASHION
S T I ED
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FASM 400 Professor Grace Canepa Sustainable Fashion Report
Courtney Lempke Clair Cox Nicole Drain Laura Everett
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INTRODUCTION Vision Mission Values Merchandise Category Price Points
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TARGET MARKET Customer Profile Customer Lifestyle Buying Behaviors
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INDUSTRY & MARKET ANALYSIS Scope & Size Unique Characteristics Industry Material Sourcing Wholesale/Retail Price Points Distribution Channels Industry Expectations Key Brands
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PRODUCT DEVELOPMENT Inspiration 20 Concept 21 Product Line Up 22-31 Looks 32-41
MATERIALS Merino Wool VisaEndurance
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ENVIRONMENTAL IMPACT 45 VisaEndurance 45 Merino Wool 46 Comparison 48-49 COMPETITION SOURCING Channels of Distribution Cost
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CONSUMER ENGAGEMENT Product Care Product Disposal
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BRANDING/PACKAGING Packaging Website
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CONCLUSION
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SOURCES
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I NT R O
The name Gaia derives from the ancient Greek goddess who was the mother of all, creator and giver of birth to the earth as well as the entire universe. We chose to name our company Gaia because we cater to the modern day woman who does it all. She wears many hats such as mother, businesswoman, and philanthropist just to name a few. With everything going on, and her hand being pulled in many different directions, keeping up her appearance should be the least of her worries. We decided to create a line that includes comfortable and flexible pieces that can easily transition from morning workouts to picking up the kids from school and ending the day with drinks with the girls.
VISION Provide versatility and innovation for the active and ambitious spirit.
MISSION Our mission is to design trendy, long-lasting, quality fashions with regard to ethical practices and sustainable resources.
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VALUES Our company stands firmly on a foundation of : • • • •
Communication Creativity Perserverance Aesthetic
• • • •
Environment Community Knowledge Integrity
MERCHANDISE CATEGORY Gaia’s product category consists of modern sportswear pieces inspired by classic silhouettes. Below is a list of the Fall 2014 collection: • Jacket • Leggings • Cardigan • High-waist Pant • Dolman Sleeve Top • Skort • Tank • Jumpsuit • Blouse • Vest Dress
PRICE POINTS Our company price point is in the Bridge category which is defined as, the gap between contemporary and designer labels (Fashion Incubator) . Our products will range from the prices of $200.00 to $900.00. Prices for each product will be included later on the report with the product line up section.
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Our target customer is women ranging from ages 30s-40s, with an uppermiddle class to upper-class income of $400,000 to $1,110,000 a year. They are college educated, usually with a Master’s degree or higher, and typically of Caucasian ethnicity. Our woman lives in major cities with flourishing businesses, luxury retailers, and a variety of entertainment selections. Such cities include: • • • • •
New York, NY Los Angeles, CA Houston, TX Philadelphia, PA Chicago, IL
She has an active lifestyle that consists of balancing a career, family, exercise, and a social life. This woman typically has conservative political and religious views, and is aware of the problems in society and the environment and takes steps to improve the environment by volunteering and donating to Eco-friendly charities as well as purchasing environmentally friendly products.
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CUSTOMER PROFILE Name: Susan Castion Age: 36 Education Level: Master’s Degree Occupation: Chief Executive Income: $750,000/year Interests: Fashion, Family, Exercise, Fine Cuisine, Travel, Charity and Foundations
QUOTE “Life gives you lots of chances to screw up which means you have just as many chances to get it right.”
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CUSTOMER LIFESTYLE The average woman is believed to spend between $80,000 and $300,000 a year on clothes. In actuality she will only wear 30% of that. In 2012 72% of women admitted that they did not have time or want to spend money on dry cleaning so the clothing that needed that type of care had been discarded or stayed in the back of their closet. Most women only buy clothes that they can wash and dry at home. Once the clothing has faded or is no longer in fashion they choose to donate, discard, or let it stay in the back of their closet Female Buying Behavior Process where it is out of sight out of mind.
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ATHLETIC APPAREL Athletic apparel now straddles the line between strictly workout wear and active lifestyle wear, and that has an impact on how it is marketed. “Consumers now want items that can do both.” And crossover apparel is big business. Active-wear is a $28 billion business, the Sporting Goods Manufacturing Association reports. Given that 93% of consumers wear such apparel for activities other than exercise, according to Cotton Incorporated 2012 Sports Apparel Survey. That number is only expected to grow. Most consumers (85%) say they wear athletic apparel around the house while playing with their children, followed by “to run errands” (65%) and to shop (42%). Only 7% of consumers use their athletic apparel solely for exercise. That number is down 10% since 2009. Many retailers have taken notice. Target’s online selection of athletic apparel falls under the headline “for working out & hanging out”, while GapFit line of active-wear, does not mention exercise. The tag line reads : “For life as you live it.”
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E Z I S & E P O C S WOMEN’S APPAREL Consumer preferences and demand are the predominant drivers for the women’s apparel industry, but manufacturing costs are also a factor. Profitability in this industry is dependent upon several factors as well: the focus given to certain locations, specialization of products, efficiency of operations, and contracts with marketing professionals. Competition in this industry is steep, as women’s apparel companies have to compete with online retailers and other alternative clothing outlets for consumer frequency. Because of this, apparel companies often create alliances to present a stronger front. Successful advertising strategies, as well as concentration in specialized markets help in allowing apparel companies to generate increased revenue.
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BREAKDOWN PAST
The US womenswear industry was severely affected by the housing and economic crisis. As unemployment meant lower levels of disposable income, family budgets had less room for women’s apparel. The industry fell more than 5% year-on-year in 2009. The industry has witnessed a degree of recovery since 2010, with near .5% growth, climbing higher again in 2011.
PRESENT
Total U.S. Apparel sales have reached up to $181 billion with the womens market leading at around 60% of the total market. Private labels account for 40% of all apparel sales. Women’s apparel companies have to consistently modify the apparel they produce in order to meet consumer trends and demand. For example, manufacturing clothing that incorporates recycled material, or electronic functions (such as small lights in the clothing). At times, consumer demand also requires that the apparel industry manufactures and distributes clothing items at a more rapid pace than is typical.
FUTURE
The global women’s clothing industry is expected to exceed $621 billion in 2014, marking a 12% increase in five years. Clothing retailers account for the largest share of the market at almost 65% in terms of value. 35% is active wear.
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UNIQUE CHARACTERISTICS Analysts attribute the growth in sales to an intrinsic change in the way active wear is designed. “Historically, what had been available to women were items based on a men’s item that were just made smaller and turned a flattering color like pink,” said Scott Key, senior vice president and general manager of Athleta. “Women athletes expected more. Some designers have noted that this is one of very few industries that has single-handedly been transformed by the consumer.
INDUSTRY MATERIAL SOURCING The apparel industry has gone through great strides to find the best location to source their products efficiently and according to correct sourcing guidelines. Listed below are the top womens apparel and activewear brands that match our company: • • • •
Stella McCartney for Adidas: Vietnam Lululemon: Vancouver, Canada Nordstrom: Malaysia and India Revolve Clothing: Toronto, Canada
Key brands in the industry source from countries and manufacturers listed below: Vietnam Tran Hiep Thanh CO., Ltd Ho Chi Minh City 7 Hanoi
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Malaysia PENANG Manufacturing Sd. Bhd. Penang, Malaysia 23 Suite 2457 +789 4568 2332
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WHOLESALE/RETAIL PRICE POINTS Below is a chart listing the wholesale/retail price points found in key brands in the Women’s athletic apparel industry:
BRAND T By Alexander Wang Lululemon Stella McCartney for Adidas
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RETAIL PRICE
WHOLESALE PRICE
$80.00 to $1,450.00 $48.00 to $298.00 $60.00 to $600.00
$36.00 to $659.00 $21.00 to $135.00 $27.00 to $272.00
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DISTRIBUTION CHANNELS Product distribution is one of the successful four elements of a product marketing mix, the other three parts are product, pricing, and promotion. Distribution of product takes place by a means of channels. Channels are sets of interdependent organizations involved in making the product available for consumption. The top type of distribution for the apparel industry is intensive meaning the products are stocked in a majority of outlets maximize opportunity for higher revenue. As of 2010 E-commerce is the leading distribution channel for this industry making up 72%, while brick-and-mortar stores place second with 66%. Online distribution has already made a 13% increase from the year 2012 to 2013 and is only expected to grow at a compounded annual rate pf 10% in the upcoming years. E-commerce already accounts for 8% of all retail sales in the U.S. and is expected to out grow the sales of brick-and-mortar stores over the next 5 years, reaching $370 billion in sales by the year 2017. The cause of this growth results from the prolifereation of smartphones and tablests along with retailers; increased investments in their online marketing channels and digital marketing budgets.
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Y R T S U D IN
S N O I T A T C E P X E
The world active wear apparel industry is expected to exceed $126 billion by 2015, according to Global Industry Analysts. The market is driven by a trend toward healthier, more active lifestyles, with new and more fashion forward demographics and women becoming more active. The active wear industry is highly fragmented, with many brands competing, from basic discount brands to high-end fashion names. Even well established brands have to work hard to maintain their share of the market. Consumers are demanding more versatile wear with wider functionality, which means retailers continue producing new styles of sports apparel for women. More than 65% of sports apparel companies are joining up with fashion designers to produce new clothing styles and widen their product lines. Consumption will continue to be driven by a trend toward less formal dress in the workplace and demand from specific demographics such working women and baby boomers.
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Below is a list of the top brands in the women’s activewear industry:
Adidas by Stella McCartney Top Fashion Designer, Stella McCartney designs for the wellknown sportswear label Adidas to create fashionable athletic pieces.
Zobha A clothing line that offers premium performance yoga, pilates and workout clothes and accessories for women and men.
Lululemon Athletica Makes technical athletic clothes for yoga, running, working out, and most other sweaty pursuits.
Anatomie Anatomie is a designer fashion brand. that encompasses the areas of highperformance workout wear to modern designer sportswear.
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In order to spur creative concept for our super sustainably driven company, we chose a super heroine as our inspiration. We knew we wanted to create a womenswear line, and found that Wonder Woman served as exemplary representation of the modern day power mom. In depth research told us that she fights for justice, love, peace and sexual equality, and exuded great wisdom, military prowess, and beauty. Princess Diana (Wonder Woman’s Amazonian alias) had the ability to relieve her body of “physical injury and toxins by becoming one with the earth’s soil”. In ancient Greek religion, Gaia was the goddess or embodiment of Earth. Gaia’s power resides in her beauty, strength, and primitive mother role. Present-day, earth scientists exemplify Gaia as the absolute intricacy of the living planet; the jewel in the universe. The connection between the Gaia and Wonder woman illustrates a moral that we seek to project as a company; the relationship between woman and earth are sacred, and with respect for one another, we may provide a more sustainable and ethical tomorrow. “When the Earth is sick and polluted, human health is impossible…to heal ourselves we must heal our planet, and to heal our planet we must heal ourselves.” Bobby McLeod
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ADOREA ASYMMETRICAL BLOUSE
$205.00 22
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CANOVA DRAPED CARDIGAN
$275.00
EUCHARIS DOLMAN TOP
$210.00 24
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KEVA SLOUCH JACKET
$780.00
MARSA TANK
$200.00 26
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RUIMA SKORT
$340.00
NEONE LEGGING
$435.00 28
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SIRRA HIGH-WAIST PANT
$580.00
VRBA VEST DRESS
$625.00 30
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ZREDA JUMPSUIT
$895.00
LOOK #1 Fabric Content: 100% Merino Wool, 100% VisaEndurance Polyester Fabric Care: Machine Washable; Should be washed on wool setting or cold water wash or wash for delicates
Fabric Content: 82% VisaEndurance Polyester, 18% Spandex Fabric Care: Machine Washable in cold water
COMPARISON Gaia Fabric Score Other Fabric Merino Wool/Visa 55 (Better) Polyester VisaEndurance/Spandex 50 (Better) Cotton/Poly
Score 35 (Good) 30 (Good)
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LOOK #2 Fabric Content: 100% Merino Wool Fabric Care: Machine Washable; Should be washed on wool setting or cold water wash or wash for delicates
Fabric Content: 82% VisaEndurance Polyester, 18% Spandex Fabric Care: Machine Washable in cold water
Gaia Fabric Merino Wool VisaEndurance/Spandex
COMPARISON Score Other Fabric 60 (Better) Wool 50 (Better) Cotton/Poly
Score 45 (Good) 30 (Good)
LOOK #3
Fabric Content: 100% Merino Wool Fabric Care: Machine Washable; Should be washed on wool setting or cold water wash or wash for delicates
Fabric Content: 100% Merino Wool, 100% VisaEndurance Polyester Fabric Care: Machine Washable; Should be washed on wool setting or cold water wash or wash for delicates
Gaia Fabric Merino Wool VisaEndurance
COMPARISON Score Other Fabric 55 (Better) Cotton 50 (Better) Cotton/Poly
Score 40 (Good) 30 (Good)
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LOOK #4
Fabric Content: 100% Merino Wool, 100% VisaEndurance Polyester Fabric Care: Machine Washable; Should be washed on wool setting or cold water wash or wash for delicates
Fabric Content: 100% Merino Wool, 100% VisaEndurance Polyester Fabric Care: Machine Washable; Should be washed on wool setting or cold water wash or wash for delicates
COMPARISON Gaia Fabric Score Other Fabric Merino Wool/Visa 55 (Better) Wool VisaEndurance 50 (Better) Cotton
Score 45 (Good) 30 (Good)
LOOK #5 Fabric Content: 100% Visa速, 82% VisaEndurance Polyester, 18% Spandex Fabric Care: Machine Washable in cold water
Fabric Content: 100% Visa速, 82% VisaEndurance Polyester, 18% Spandex Fabric Care: Machine Washable in cold water
COMPARISON Gaia Fabric Score Other Fabric Merino Wool/Visa/Spandex 50 (Better) Poly/Spandex VisaEndurance 50 (Better) Cotton/Poly
Score 35 (Good) 30 (Good)
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LOOK #6
Fabric Content: 100% Visa速, 82% VisaEndurance Polyester, 18% Spandex Fabric Care: Machine Washable in cold water
Fabric Content: 100% Merino Wool, 100% VisaEndurance Polyester Fabric Care: Machine Washable; Should be washed on wool setting or cold water wash or wash for delicates
Gaia Fabric Merino Wool/Visa/Spandex VisaEndurance
COMPARISON Score Other Fabric 50 (Better) Poly/Spandex 50 (Better) Cotton
Score 35 (Good) 30 (Good)
LOOK #7
Fabric Content: 82% VisaEndurance Polyester, 18% Spandex Fabric Care: Machine Washable in cold water
Gaia Fabric Merino Wool/Visa
COMPARISON Score Other Fabric 55 (Better) Polyester
Score 35 (Good)
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LOOK #8 Fabric Content: 100% Merino Wool, 100% VisaEndurance Polyester Fabric Care: Machine Washable; Should be washed on wool setting or cold water wash or wash for delicates
Fabric Content: 82% VisaEndurance Polyester, 18% Spandex Fabric Care: Machine Washable in cold water
Gaia Fabric Merino Wool/Visa/Spandex VisaEndurance/Spandex
COMPARISON Score Other Fabric 50 (Better) Polyester 50 (Better) Cotton/Poly
Score 35 (Good) 30 (Good)
LOOK #9 Fabric Content: 100% VisaEndurance Polyester Fabric Care: Machine Washable; Should be washed on wool setting or cold water wash or wash for delicates
Fabric Content: 82% VisaEndurance Polyester, 18% Spandex Fabric Care: Machine Washable in cold water
Gaia Fabric VisaEndurance VisaEndurance/Spandex
COMPARISON Score Other Fabric 50 (Better) Polyester 50 (Better) Cotton/Poly
Score 35 (Good) 30 (Good)
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LOOK #10
Fabric Content: 100% VisaEndurance Polyester Fabric Care: Machine Washable in cold water
Gaia Fabric VisaEndurance
COMPARISON Score Other Fabric 50 (Better) Polyester
Score 35 (Good)
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S L A I R E MAT For our product line we will be using two types of materials. The first one is Merino Wool and the second one is called VisaEndurance fabric.
MERINO WOOL
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Merino wool is the fleece from a sheep’s back. Wool is hypoallergenic, fire resistant, regulates temperature, water repellent, and stain resistant. The wool fabric has now evolved to allow for machine washing and Synthetic Fiber Merino Fiber Cotton Fiber durability. It is long lasting and can be bent 20,000 times before breaking, meaning it will last Moisture Moisture Moisture longer and retain its appearance.
*Source: Commonwealth Scientific and Industrial Research Organization (CSIRO)
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VISAENDURANCE VisaEndurance is a high performance fabric created by Milliken. It has long lasting odor control; stain release, and moisture management finish. VisaEndurance is a topical finish that can be applied to a wide range of fabric substrates using Milliken binding system. They manufacture wovens, circular knits, and warp knit fabrics in various weight ranges that are typically 100% polyester or 100% Visa®. • Controls most odors • Wicks perspiration away from the body • Dries quickly • Releases stains • Soft and breathable • Available in a range of weights and fabrics • Durable VisaEndurance acts like a pump to pull moisture away from the skin so it can then evaporate into the atmosphere. This amazing technology helps keep you cool & dry in the heat and war & dry in the cold.
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VISAENDURANCE Milliken has conducted environmental wash studies to determine if VisaEndurance releases its silver ion molecules into the environment during home laundering. These tests indicate that when VisaEndurance is laundered at home it does not pose a significant threat to the environment. Milliken proudly conducts business in the highest ethical standards bringing innovative products to market that can help solve the world’s problems by adding value to daily lives, improving health and safety, and making this world more sustainable. Milliken’s goal is the elimination rather than reduction of all solid waste, hazardous wastes, and emissions. This requires environmental decision-making and calls for preferring all other means of disposal before using the landfill. To this day, the company diverts 99% of all the company’s waste away from landfills and to places where it could be re-used or recycled. With their rigorous conservation practices such as using water more than once and reducing flows they’ve cut water consumption by 67% since 1991, saving over 37 billion gallons of water. Thus the Milliken family has been certified with the global carbon negative status by the respected Leonard Academy through their cleaner and Greener® Program which means they captured and offset more carbon dioxide than our global operations emit. They actually offset 5 times more CO2 than they create globally.
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MERINO WOOL Merino wool is environmentally friendly because by buying wool you support raising sheep for their fleece rather than for food. The fleece can be removed without harming the animal. Merino wool is natural, biodegradable, and sustainable made from sunlight, water, and grass. By using wool products you are supporting local farmer and environmental ones that do not use pesticides in their pastures meaning the wool is grown and gravest with very little or no synthetic chemicals. Most merino wool can be produced organically or with low use of harmful chemicals. To create wool is require little environmental impact compared to other fibers. Wool fibers can be biodegradable in soil, however it can last for hundreds of year without loosing any of its consistency. Floreal knitwear has moved towards the green concept. Ciel textile works with various aspects of sustainable development and several companies that are vertified Oeko- Tex Standard 100. Ferney is also a certified organic wool yarn producer according to GOTS. In, 2004 they set up Foundation Nouveau Regard to structure it’s social responsibility activities. The FNR has funded many projects that increase it’s engagement with NGOs working in the fields of education, training, health, disability, and the fight against poverty. CIEL Group is committed to the protection of the environment and the conservation of the unique biodiversity of La Vallee de Ferney.
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When applicable, our fabrics will be dyed naturally using a process developed by Dyeing of Quaregna. In order to achieve more color selection, flowers, leaves, berries and roots will be utilized as a stain that does not require the use of chemical additives.Quarengna the only partnership Woolmark has for approved dyeing.
MERINO WOOL Merino wool is more sustainable than artificially produced fibers because it is a natural fiber. In comparison to other natural or man-made fibers, the preparation of wool requires minimal environmental impact. The thickness of most wool fibers commonly itch the skin, however, Merino wool fibers are so fine this eliminates that discomfort. As a matter of fact, Merino wool that is Super fine or ultra fine favors the hand of cashmere, and purchased at a more economical price. , Merino wool also comes in an array of neutral colors, eliminating the necessity to use chemicals for color options. Research also favors merino fabrics in its speed to biodegrade when buried in soil. A textile scholar from New Zealand conducted a study in 2011 that proved the superiority of merino wool’s biodegradation behavior versus that of polyester. The merino fabric decreased in mass by 36% after two months buried in soil, and 99% after nine months, while the polyester did not show any sign of degrading. Merino wool can be bent 20,000 times before breaking, while cotton fibre will break after 3,000 time times and silk, after 2,000.
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VISAENDURANCE VisaEndurance fabric is a special performance fabric created by Milliken. It is made of either 100% polyester or mostly polyester. Polyester is not normally the most sustainable fabric. It is made from chemicals and is a synthetic material. Polyester is not biodegradable making it hard to dispose of. It can be recycled making it slightly more sustainable then it used to be. The garment itself can be recycled and polyester can be made from recycled plastic bottles. VisaEndurance is a great fabric because of the company it is made by. Milliken has an amazing reputation for being environmentally friendly, making their fabric more sustainable than polyester might normally be. This polyester is stain resistance, odor control, and has moisture management from the coating used on it. The technology used for the coating is a silver ion that is FDA approved. It has been through many tests that show the coating is environmentally friendly. Millken has a negative carbon footprint meaning it has no waste. They actually take waste from local landfills and use is for productive purposes. This makes VisaEndurance polyester more sustainable the a regular polyester fabric.
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N O I T I T E P M O C Our three competitors are Lulu Lemon, Stella McCartney for Adidas, and T by Alexander Wang.
LULULEMON LuluLemon is a yoga-inspired athletic apparel company. They are all about quality from technical features on products, to the people we work with. Their aim is to create athletic gear that is suited for each activity they do. Their products should last five years of intended use. Lululemon is a competitor for Gaia because they are a relaxing comfortable clothing company for the on the go women. However, we are not just complete active wear so we want to bring some aspects of Lululemon into our company. We want our customer to feel comfortable in everything she wears but be able to wear it to work or out to dinner.
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STELLA MCCARTNEY FOR ADIDAS Stella McCartney for Adidas is a highend version of Adidas with a more fashion forward look. It was created for women who are active or play tennis and still want to look fashionable. This line is competition for us because it is a fashion forward active line that is in the same price range as our clothing’s. However, we are going for a sportswear/ active wear twist, so it is not a direct competitor.
T BY ALEXANDER WANG
Our last competitor is T by Alexander Wang. T is a great competitor for Gaia because they share the same aesthetic as Gaia. They are a classic, neutral, basic style with a slight fashion forward twist. Their price range is very similar to ours. The only difference is we lean a little bit towards athletic wear.
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SOURCING Milliken’s commitment is reflected in their strong supply-chain relationships, high-quality products, employee welfare, community reputation and minimal environmental impact. As socially responsible companies, we believe that our supplier partners should share this commitment. They acknowledge and respect the differences in culture and legal requirements throughout our global supply-chain. They require that their supplies and services are produced or performed in an ethically, socially, and environmentally responsible manner.
Our source for our Merino Wool will be Ferney Spinning Mills. This is a wool-spinning factory with over 30 years of experience in high quality wool and wool blend yarns. They are the leader in lamb’s wool and wool. They are located in Mauritius, which is ideal for Merino wool imports from South Africa and Australia. They are a modern and progressive wollen yarn producer that manufactures classic, fashion and technical quality yarns for the knitwear industry on a global scale. They are a leading partner in producing and promoting organic woolen yarns. Our products will be made at Floreal Knitwear Ltd, who over the last few decades has developed into an internal business with the annual production of 5.5 million sweaters. They are the premier knitwear manufacturer in the African sub Saharan region and among the largest woolmark knitwear manufacturers in the worlds. Their manufacturing locations are in Mauritius, Madagascar, and Bangladesh.
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E-COMMERCE We chose e-commerce first because this essentially fits our target market the best. We cater to a woman who is on the go. She may not have the time to go to these brick and mortar stores and browse. Online allows her to see multiple items at once and with one simple click she has already filled her shopping bag. Even though consumers are becoming increasingly comfortable with online shopping, selling apparel via the Internet still poses some challenges, since shoppers cannot feel or try on garments. Given the tremendous potential of e-commerce, apparel marketers are making increased investments in Internet retailing, with a two-pronged strategy. Improving the overall online shopping experience, from browsing to buying, is aimed at reducing consumers’ hesitation and improving shopper satisfaction. Meanwhile, specific strategies such as ship-fromstore, integrated checkouts and partnerships with third-party solution providers help marketers to succeed in online retailing.
NORDSTROM We are a high end active wear line and target customer is an innovator meaning keeping up her appearance is very important to her. Nordstrom is known for their top of the line clothing and how they pay attention to trends.
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REVOLVE CLOTHING Revolve clothing is an e-commerce company that sells coveted men’s and women’s designer apparel and accessories. They launched their business in 2003, and are known for impeccable customer service. We love their free shipping and return policies. We know our product will be promoted consistently as they are active on several social media platforms, including Facebook, Twitter, Pinterest, Blog, and even have an iPhone App.
NEEDS SUPPLY CO. This company is a boutique that opened in 1996. They are currently located in Richmond, Virginia offering men and women’s clothing. They offer an assortment of global contemporary designers and labels. Promotion includes in-store events, as well as Instagram, Twitter, Facebook, Tumbler, Blog, Pinterest and Vimeo. We love that they are consistently educating their customers about trends and designers through a cultural collision of art, music, food, fashion, travel and fun.
N O I T U B I S L R T E S I N D N A CH
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COST STLYE # COUNTRY
DF58122 China
SEASON CLASSIFICATION
Fall 2014 Women’s Athletic Apparel
FABRICS VisaEndurace Merino Wool TOTAL FABRIC COST
$/YARD $14.50 $79.00
YIELD/YARDS 1 1
TOTAL $14.50 $79.00 $93.50
COMPONENT Thread Care Label Zippers Buttons TOTAL COMPONENT COST
$/UNIT $0.01 $0.01 $0.99 $0.25
QUANTITY 140 10 1 1
TOTAL $0.70 $0.10 $0.99 $0.25 $4.77
PACKAGING Hang Tags Price Ticket Size Ticket Shopping Bag Box (12x12x13.75”) Tape (Industrial/ 2”x60 yds) Labels TOTAL PACKAGING COST
$/UNIT $1.36 $0.15 $0.15 $1.23 $2.48 $3.09
QUANTITY 1 1 1 1 1 0.103
TOTAL $1.36 $0.15 $0.15 $1.23 $2.48 $0.32
$0.08
2.2
$0.18 $5.86
LABOR Patternmaking Grading Marking Cutting Sewing (per minute) TOTAL LABOR COST
$/UNIT $0.0052 $0.0060 $0.0022 $0.22 $0.10
%/UNIT 1% 1% 1% 1% 10
TOTAL $0.0052 $0.0060 $0.0022 $0.22 $1.00 $1.23
GRAND TOAL
$105.36
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MERINO WOOL Merino wool has nowbeen evolved to be machine washable, which allows for easier care for our customer. When drying you should always lay your wool product flat so it doesn’t stretch or lose it’s properties while drying. The waxy coating of the fibers allow the wool to be stain resistant, allowing you to wipe away spills before it ruins your garment.
VISAENDURANCE
VisaEndurance is a majority polyester based fabric with a coating on it. The fabric is machine washable for easy care. The coating also makes the fabric stain releasing allowing for any stains to easily come out in the wash. With this stain releasing it is also less likely to pick up dirt and oils from the wash water allowing colors to stay vibrant for much longer.
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L A S O P S I D DUCT
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You can dispose of Merino wool by soil since it is biodegradable or have it composted. You can also continue to recycle the wool since it can last up to hundreds of years. Since VisaEndurance is a polyester base it can be disposed of like any polyester fabric. Polyester is not biodegradable so it cannot be composted. However, the fiber is possible to be remanufactured into more fiber. Though these are the options for the fabrics we are using we recommend something else for our customers. We will encourage Gaia customers to send in their old garments to us. Once we receive them we will take the fabric and up cycle them to make our tote bags. If we do not feel the fabric is suitable for up cycling we will dispose of them one of the ways I suggested earlier. If our customers send in their clothes they will receive a 10% discount off of their next purchase. We are very encouraging of getting the most use in the best ways possible out of our clothes.
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LOGO The Gaia logo is designed to mimic the look of a diamond, the strongest rock which represents the strength of our modern day woman.
HANGTAG MATERIALS: 100% Recycled Paper, Soy & Vegetable-based ink. Printed via Greenprinter.com, Tulip Graphics, Inc. COST: 250 hang tags =$340.
SHIPPING BOX MATERIALS: 100% Compostable Cardboard, Soy & Vegetable-based ink. Created via lifeBOX COST: 12x12x13.75 size bundle of 25= $61.95
SHOPPING BAG MATERIALS: Up-cycled Merino wool felt fabric COST: Labor costs which include, patternmaking, grading, marking, cutting, and sewing for a grand total of $1.23/unit
SEARCH ACCOUNT/LOGIN
APPAREL
ACCESSORIES
SHOES
TOPS
NEW ARRIVALS
SHOPPING BAG
$402.00
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N O I S U L C N O C Sustainable fashion is part of the larger trend of sustainable design where a product is created and produced with consideration to the environmental and social impact it may have throughout its total life span, including itâ&#x20AC;&#x2122;s a carbon footprint. There are many factors when considering the sustainability of a material. The renewability and source of a fiber, the process of how a raw fiber is turned into a textile, the working conditions of the people producing the materials, and the materialâ&#x20AC;&#x2122;s total carbon print. In todayâ&#x20AC;&#x2122;s society women play many different roles and it can be hard to keep up. GAIA has developed an activewear line that is versatile as well as fashion forward. Our goal was to eliminate the worry of what to wear as well as contribute to creating a better environment. This is why we chose sustainable fabric such as merino wool. Sustainable fashion has transformed the fashion industry in a tremendous way. Not only does it last longer but it reduces the amount of waste produced in the earth.Our first line includes ten different pieces that can be mixed and matched to create different looks for different occasion. Each piece has been sourced and manufactured to be environmentally friendly.
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