Uniform by Anisha Sispal by Northumbria University

Uniform.

The New Sustainable Denim Rental Platform for 2021 and Beyond That Offers Indigo Hits at Conscientious Prices

#weunitewithuniform Anisha Sispal W17020557

FA6015 - Major Project Strategic Document

CONTENTS 01 | THE CONCEPT

04 | OBJECTIVES

7. Executive Summary

50. Business Objectives 51. PR Objectives

02 | RESEARCH AND ANALYSIS 10. PEST Analysis 14. The Growth of Fashion Rental 16. The Consumer Shift Towards Sustainable Fashion 18. The Rise of The Mobile App Market 20. Denim Market 22. Competitor Analysis - By Rotation 24. Competitor Analysis - Hirestreet 26. Brand Analysis - FRAME 28. Brand Analysis - E.L.V. DENIM 30. Brand Analysis - MOTHER 32. Brand Analysis - Not Stocked on Uniform - GAP 33. Brand Analysis - Not Stocked on Uniform - Boohoo 34. Brand Analysis - Not Stocked on Uniform - Burberry 36. Securing Brands 37. How will Uniform Benefit Brands?

03 | TARGET AUDIENCE 40. Generation Y 42. Target Personas 46. Why Uniform Benefits The Consumer 2

05 | STRATEGY & TACTICS 54. Marketing Mix - The 6 Ps 60. PESO Analysis 62. Tone of Voice 63. The Product 64. The App Process 70. The Website 72. Promotional Tactics - Social Media 76. Promotional Tactics - Social Media Campaign 77. Promotional Tactics - 5 C’s of Social Media 78. Promotional Tactics - Potential Influencers 82. Promotional Tactics - Press Release 84. Promotional Tactics - The Lab Co. X Uniform 86. Promotional Tactics - Launch Event 88. Launch Event - Press Invitation List 90. Promotional Tactics - Invitation Box 96. Uniform Packaging 98. Promotional Tactics - Poster

06 | TIMELINE 102. Project Timeline

07 | LOGISTICS 108. App & Website Development Costs 109. Launch Event Costs 110. Social Media Campaign Costs 111. Couriers

08 | THE FUTURE 114. Future Development

09 | REFERENCES 118. Reference List 121. Image Reference List

Notorious Magazine / 2020

01 | THE CONCEPT

UNIFORM | EXECUTIVE SUMMARY

‘Uniform’ is a menswear and womenswear denim rental mobile app which strives for a more circular fashion economy serving the whole of the UK. The increased interest and success of fashion rental today supports contemporary consumption habits and raises awareness around the negative environmental impact of fastfashion. The unique selling point that Uniform carries is that it will be the first UK fashion rental company to offer menswear denim in addition to womenswear. The Access Over Ownership business model that Uniform holds provides lower cost consumption for high end products whilst allowing consumers to satisfy their desire for newness with a sustainable advance. Uniform aims to harvest a strong denim community and provoke conversations and awareness around fashion rental with the aim of disrupting the linear trajectory of traditional retail.

Ganni x Levi’s® collaboration / 2021 / Vogue France

02 | RESEARCH & ANALYSIS

RESEARCH & ANALYSIS | PEST ANALYSIS

• The Paris Agreement is a legally binding treaty which 197 countries have endorsed globally. The aim of The Paris Agreement is to keep the level of global warming to 1.5 degrees Celsius and to achieve a climate neutral world by mid-century.

POLITICAL

• Brexit is causing extremely high VAT and customs charges which may lead to businesses having to cease trade in Europe due to no longer being profitable. • The new points based immigration system introduced on 1st January 2021 may cause issues for employers’ future recruitment. • Changes to short stay visas may impact industry events such as buying appointments and Fashion Weeks.

• The COVID-19 pandemic has effected consumers’ finances through redundancy and pay rise freezes meaning fashion rental could boom. • The push for a more circular economy is presenting opportunities for Access Over Ownership business models.

ECONOMIC

• The COVID-19 pandemic caused the UK’s fashion industry revenue to fall to £88 billion from £118 billion in 2020 due to the financial impact caused to fashion brands (Naik, 2020). • Economic uncertainty from the pandemic and lockdowns globally may cause a double-dip recession.

• The consumer shift to a more sustainable lifestyle may boost the fashion rental industry and awareness around contemporary consumption.

SOCIAL

• Fast fashion is regularly receiving negative press in regard to working situations and treatment of employees which is causing disruption within their target audience. • The negative impact on the environment caused by fast fashion is becoming increasingly investigated meaning consumers could be reluctant to contribute and purchase from certain companies. • The aim to lift all COVID-19 social distancing restrictions on the 21st June could result in an increase in shopping due to social events being allowed to take place legally.

• The app market is forecast to grow to £35 billion by 2025 (Top Digital Agency, 2019). • Social media marketing is a tool used by all brands and influencer marketing is set to grow further – reaches a large audience efficiently.

TECHNOLOGICAL

• A mobile application allows consumers to access content and products on the move effortlessly. • Fashion rental is a fairly new concept in the European market meaning that Uniform has little competition on The App Store, The Google Play Store and online.

MACRO ENVIRONMENT | THE GROWTH OF FASHION RENTAL Rental fashion allows consumers to access a range of products at a decreased price point for a certain amount of time. Fashion rental is not a new concept in the fashion industry and has been around for bridal and tailoring services for a number of years. Although rental fashion may not be completely new, ‘Access Over Ownership’ business models such as fashion rental are becoming more popular in daily lives due to increased demand for newness. “High demand for frequent changes in style, coupled with reduced living space for many, offers an opportunity for rental models that allow customers to frequently exchange what is in their wardrobes” (DHL, 2019, p.33). Luxury fashion brands being accessible at a fraction of the retail price allows trend-driven consumers with a lower disposable income to keep on top of trends. Another reason that may be fuelling the growth of the fashion rental market is that trends are so dominant for some consumers that “one in seven consider it a fashion fauxpaus to be photographed in an outfit twice” (Amed et al., 2018, p.39). The unexpected and ongoing coronavirus pandemic has enabled everyone time to think and realise what is going on in regards to sustainability. Although the demand for rental may have initially decreased when consumers were in lockdown, there is now increased demand for more sustainable fashion options and customers want flexibility over what they choose to own.

Top 5 reasons consumers decide to rent goods / Vogue Business 2019 15

MACRO ENVIRONMENT | THE CONSUMER SHIFT TOWARDS SUSTAINABLE FASHION There is an immense negative impact on the environment caused by fast fashion due to a variety of reasons including water consumption, energy usage, plastic pollution and air pollution. The passion for social and environmental causes in younger generations, specifically Generation Z and Millennials, has caused brands to become more purpose driven so that they can appeal to new audiences. Access Over Ownership business models are resulting in a decreased value of ownership which suggests there may be pressure on companies in the future to expand on their offerings. Fast fashion is the most traditional form of retail however the growing importance and concern around climate change and sustainability is heavily influencing linear consumption habits. Circular business models extend the lifecycle of clothing and ensure that clothes are worn for a maximum amount of times instead of encouraging throwaway fashion which consumers are likely to do with low-cost garments. An estimated 140 million pounds’ worth of clothing is sent to landfill a year which could be reduced through a shift in consumption habits and raised awareness of climate change (WRAP, 2017).

“Circularity is quite tangible, taking steps towards recycling and encouraging the circular economy is something [brands] can grab hold of and make concrete steps towards.” -Sarah Needham, Knowledge Exchange Manager - London College of Fashion

MACRO ENVIRONMENT | THE RISE OF THE MOBILE APP MARKET The importance of smart phones in the last decade is growing rapidly with ever evolving technology and the mobile application market is forecast to reach 31 billion pounds by 2025 (Top Digital Agency, 2019). In 2021, there are currently 59 million smartphone users in the UK and similarly to the application market, this is only predicted to increase to 61 million users by 2024 (O’Dea, 2020). The ease of having such a large variety of applications in one place makes technology something that all generations are willing to adapt to or even try. Being able to open applications from any location on a mobile device makes technology a clear focus for the 21st century and beyond, due to simplicity that it adds to one’s life. The coronavirus pandemic has forced thousands of businesses to close due to national lockdowns and mobile applications have been able to improve customer’s shopping habits. Shopping applications have been able to create safer and more efficient ways of shopping during the pandemic and this shift to online shopping may stay in play post-pandemic. The pandemic has also boosted the demand for mobile apps and the week after the first national lockdown was announced in March 2020, there was a 132% increase in the number on installs compared to the previous year (C.R, 2020).

MACRO ENVIRONMENT | DENIM MARKET The COVID-19 pandemic has created a higher demand for comfort due to social restrictions causing consumers to be stuck indoors and engaging in no social activity. The shift towards comfort was important when lifestyle changes such as working from home occurred. The denim market is largely polluting on the environment and it takes around 7600 litres of water to produce one pair of jeans (Preuss, 2019). With more awareness being raised around this issue, the growth in search terms such as “sustainable jeans” increased to 195% year-overyear according to the Trendalytics March 2020 top trends report (Pastore, 2020). Conversations concerning the death of denim post-pandemic have been extremely current however a poll carried out by The Fashion Network on LinkedIn clearly shows that 89% of 1,703 voters disagree that denim is dead and think it is still very much a staple piece. A difficulty that the COVID-19 pandemic has presented to consumers is the closure of shops, meaning trying on items has not been possible when being forced to shop online. Denim is an extremely personal fit depending on height, hips, and weight, and therefore committing to a pair of jeans without trying them on can be difficult. Rental fashion allows consumers to try and test an item of clothing to gauge how much they would utilise that item in their wardrobes before making any commitments.

The Fashion Network / Poll : Is Denim Dead?

MICRO ENVIRONMENT | COMPETITOR ANALYSIS | BY ROTATION Competitor profile: It is important to consider industry competitors when developing Uniform and By Rotation was the UK’s first peer-to-peer fashion rental app and the main competitor. As By Rotation is peer-to-peer, it means that users are allowed to upload their wardrobes and rent to other users. By Rotation also offer a wardrobe management service for users who require discretion or are too busy to manage their items alone. With a strong focus on social, users of By Rotation can message one another through a secure messaging system and has the option to follow other members. This ensures that users can meet people with similar style preferences and build friendships if they wish. A positive factor of peer-to-peer rental is that users are able to use By Rotation as an additional source of income whilst utilising their wardrobe in a more sustainable manner. Influence on Uniform: As By Rotation is peer-to-peer it does not directly affect Uniform which manages all of their stock as a company. Although this is a different process, Uniform is targeted at similar clientele to By Rotation which stocks a range of designer brands including YOLKE, Deborah Lyons, and Rotate Birger Christensen. In contrast to Uniform, By Rotation also has a large focus on newly discovered niche designers and accessories in addition to clothing. By Rotation only launched in October 2019 and has 120 ratings on The Apple App Store averaging a successful 4.5 stars. The app is also available on The Google Play Store for Android users however has received 20 reviews with an average of 2 stars due to several technical issues on Android devices. Uniform will go through vigorous testing on both IOS and Android devices pre-launch to avoid any major bugs and complications.

By Rotation / 2020 / App Advertisement

MICRO ENVIRONMENT | COMPETITOR ANALYSIS | HIRESTREET Competitor profile: Hirestreet launched in 2018 as an online fashion start-up renting out high street occasion dresses and accessories. They were the first company in the UK to tap into the idea of fashion rental and have since launched ‘Zoa,’ software for the fashion rental revolution which will allow any e-commerce companies to integrate a rental option into their audience (Wildblood, 2021). The target audience for Hirestreet are females aged between 16 and 30 years old and aims to offer their consumers a sustainable and affordable alternative to shopping fast fashion. In the first five months of trading, they achieved repeat business rates of 25% which communicates the way in which the company has continued growing (Santamaria, 2018). Influence on Uniform: Hirestreet is a definite competitor for Uniform due to being one of the first companies to launch a fashion rental platform in the UK with an extremely high success rate. It is an e-commerce only platform and does not have a mobile application available in contrast to Uniform which will aim to have a strong presence in the app market. Another reason Hirestreet may not directly affect Uniform is that they stock high street brands such as Zara, French Connection, and ASOS which are in a different market to the brands stocked on the Uniform platform. Hirestreet is successful in what they do and they now offer a ‘pre-loved’ service in which items that are no longer going to be rented are available to buy at a discounted price which additionally supports the sustainable second-hand business model.

Hirestreet / Website landing page

MICRO ENVIRONMENT | BRAND ANALYSIS | FRAME | STOCKED ON UNIFORM Brand profile: FRAME is an American fashion brand founded in 2012 sold globally online and in-store. Known for their extensive premium denim offering, in 2019, FRAME launched their sustainable denim collection where each piece is made up of environmentally-safe materials like plastic bottles and recycled cotton. By Winter 2021, FRAME have stated that every pair of jeans will contain 30% recycled polyester which is equivalent to about one recycled water bottled per jean (Sustainability, n.d.). Along with denim, FRAME aim to make all of their cashmere sustainable as well as new fabrications such as zero-waste silk. FRAME’s denim jeans range from £173 to £328 which reflects in the quality of the pieces. Values: “FRAME is committed to sustainable and fair manufacturing practices, balancing profit with a commitment to people and planet” (About FRAME, n.d.).

MICRO ENVIRONMENT | BRAND ANALYSIS | E.L.V. DENIM | STOCKED ON UNIFORM Brand profile: E.L.V. DENIM launched in 2018 and repurpose unwanted jeans into modern fashionable pieces. With a strong focus on zero-waste fashion, their pieces have little to zero impact on the environment with the lowest carbon footprint possible. Additionally, E.L.V. DENIM are completely transparent with their supply chain which is great for the consumer when sourcing a conscious pair of jeans (Sustainability Journey, n.d.). Stocked on their individual website as well as leading online retailers such as Net-A-Porter and Alex Eagle. Their jeans range from £245 to £370 as they are such exclusive pieces and it can sometimes take up to 2 years to source certain fabrics for the jeans. Values: “Sustainability is the ultimate part of what I do. We live in a very aesthetic world, so a successful brand has to marry carefully the two of them together.” - Anna Foster, Founder and Creative Director (Sustainability Journey, n.d.).

MICRO ENVIRONMENT | BRAND ANALYSIS | MOTHER | STOCKED ON UNIFORM Brand profile: Founded in 2010, MOTHER is a Los Angeles-based denim brand with a focus on 70s California style. Initially beginning as a denim only brand, MOTHER has now expanded their offering into outwear, sportswear and accessories. In February 2021, they launched ‘60% MOTHER’ which is a capsule collection made from upcycled pre and post-consumer waste. This a recent positive step into the world of sustainable fashion and each piece is completely unique with a decreased carbon footprint. MOTHER jeans range from £155 to £275 per pair which is a high price point but this is reflected in the trend-driven and high quality pieces. Values: MOTHER regularly partner with local businesses and manufactures for the production of their pieces and are committed to using ‘third-party audited ethical labour practices’. On top of this, all denim products are made within a 14-mile radius from the design studio resulting in reducing the scale of the company’s carbon footprint (Our Commitment, n.d.). The brand’s motto is “MOTHER loves you” and the aim of this is to communicate acceptance, unity and equality.

MICRO ENVIRONMENT | BRAND ANALYSIS | GAP | NOT STOCKED ON UNIFORM Brand profile: Founded in 1969, GAP opened their first store in San Francisco and they had the single aim of making it easier to find a pair of jeans that fit. Over 50 years after GAP was launched, the initial company has grown into seven different brands and increased their initial offering of denim into casualwear. There has always been a strong focus on sustainability with GAP and they aim to eliminate all single-use plastics by 2030 and become carbon neutral by 2050 (Environmental management, n.d.). Aside from this, GAP also launched ‘Generation Good’ which is a capsule collection of jeans and t-shirts with the objective for next-level sustainability. The collection has a focus on five different commitments and instead of just focusing on the consumer, GAP is extremely transparent about who makes their clothes and how they treat their workers which is sometimes information that is hidden by other brands. Why they will not be stocked on Uniform: GAP will not be stocked on Uniform as although they are a completely transparent brand with a strong focus on sustainability, the average price for a pair of GAP jeans is £50.00 which is more accessible than the market Uniform is focusing on. Furthermore, GAP does not require additional efforts in being sustainable whereas some luxury brands have only just begun their sustainability journey and almost need guidance in doing so.

MICRO ENVIRONMENT | BRAND ANALYSIS | BOOHOO | NOT STOCKED ON UNIFORM Brand profile: Fast fashion online retailer Boohoo was founded in 2006 and launch over 500 new products on their website every week. They follow the motto ‘the latest looks for less’ and this is communicated in their lower than average high street pricing for both menswear and womenswear. A pair of jeans on Boohoo can cost as little as £9.00 per pair which is extremely low even in comparison to other high street retailers such as Zara, Mango, and Urban Outfitters. They regularly offer discount codes for their audience which encourages impulse buying and throwaway fashion attitudes with low-quality pieces. Why they will not be stocked on Uniform: Boohoo will not be stocked on Uniform as they are an inexpensive fast fashion brand with values that Uniform does not support. In July 2020, Boohoo came under investigation for modern slavery after it was found that their factory workers in Leicester were paid as little as £3.50 an hour (Duncan, 2020). On top of this, during the first national lockdown, their factories were operating as normal which put all of their employees at risk of COVID-19. Uniform does not want to increase audiences and raise brand awareness for brands such as Boohoo which do not care about their workers or supply chain.

MICRO ENVIRONMENT | BRAND ANALYSIS | BURBERRY | NOT STOCKED ON UNIFORM Brand profile: Burberry is a luxury British fashion house founded by Thomas Burberry in 1856 with the principle of designing clothing to protect people from British weather. The iconic Burberry plaid fabric is now globally recognised and still included in most collections to this day. During the First World War, the Burberry trench coat was created and its functional design provided additional protection to veterans. Currently, on the Burberry website, the denim jeans offering for menswear and womenswear range from £320 to £990 per pair which communicates the high-end target audience Burberry holds. They use Japanese selvedge and hand-brushed denim fabrics which indicates the luxurious quality Burberry strives for and may explain the high price point. Why they will not be stocked on Uniform: Burberry will not be stocked on Uniform because the brand is slightly too high-end for the target audience. In addition to this, Uniform does not support the destroying of unwanted items due to the exceptionally negative impact on the environment and unethical business practices. In 2017, Burberry burnt £28.6m worth of unsold products to prevent their items from being sold for cheaper prices and to consumers, not in their target audience. This was not a one-off occasion and the value of clothes destroyed five years prior to this was £105m Kollewe, 2018). Although Burberry has stated this will not happen again and they aim to reuse, repair, or donate products, Uniform will not have any unethical brands available for their users and feel the damage done from this is irreparable.

INTERNAL ENVIRONMENT | SECURING BRANDS When reaching out to brands that Uniform wants to feature, a pitch email will be sent to brand partnership managers as well as founders of the brand where possible. The email will include a link to Uniform assets, an attached press release as well as a meeting invitation to speak over the proposal where a full presentation would be shared.

INTERNAL ENVIRONMENT | HOW WILL UNIFORM BENEFIT BRANDS? Uniform will benefit the brands on the app by helping to build their reputation to the consumer and sustainability credentials. Although some brands are beginning to release more sustainable pieces and considering their impact on the environment, these are still only small steps until they filter out the whole of their mainstream collections. Uniform would be a simple and efficient option for big brands to integrate a rental scheme into their current collections. These brands would also increase their financial income from Uniform rentals which will positively affect their sale rates. Due to the decreased price point with rental pieces, luxury brands would appeal to a new demographic who may not typically have the disposable income to purchase these products. On top of this, Access Over Ownership business models will be promoted by brands and this is a hugely growing market following second-hand and resale. As a relatively new concept, brands would show diversification of their offerings which will, in turn, build loyalty with their consumers.

Lanvin Fall/Winter / 2020 / Vanity Teen

03 | TARGET AUDIENCE

UNIFORM | TARGET AUDIENCE | GENERATION Y Uniform aims to target Generation Y - anybody born between 1981 and 1996 and aged between 25 and 40 years old. The 15-year gap is important to understand when trying to define a target audience and this is because the older audience usually has a higher amount of disposable income to integrate fashion rental into their wardrobes. Millennials are extremely tech-focused after growing up in an online and electronic environment and now their mobile devices are a key part of their everyday lives (Cheng, 2019). Along with technology, Generation Y has a large presence on social media and a clear understanding of contemporary marketing techniques such as social media and influencer marketing. The level of interaction that the target audience carries on social media will work in harmony with the hashtag-led marketing campaign Uniform will launch on July 19th, 2021. The amount of time different generations spend on their phones varies however millennials spend an average of 3.7 hours a day on their phones. This is the most out of all the generations and is equivalent to 56 full days a year (Shibu, 2020). After research into what would be most efficient for Generation Y, the mobile application is the main platform for Uniform however a website will also be live for rentals so that the target audience has the option to choose.

UNIFORM | TARGET PERSONA 1 | JESSICA

Jessica is 27 years old and thoroughly enjoys thrifting clothes and shopping second-hand. Working for a leading art gallery in central London, she has always been creative and enjoys spending her free time visiting popular vintage stores and giving clothes a second life. She tries to be as circular as possible when it comes to fashion and being in the early stages of her career means that her disposable income is not the highest. Uniform would allow Jessica to fulfil her values of sustainable fashion and desire for newness at a low price point.

UNIFORM | TARGET PERSONA 2 | SOPHIE

Sophie is 40 years old and a mother to three children living in Clifton, Bristol. Prior to being a stay-at-home mum, Sophie was a PR Manager for a wellness brand and enjoyed staying up to date with the latest trends. Due to her busy lifestyle, Sophie does shop fast fashion occasionally as she simply does not have the time or extra income after her monthly finances for sustainable or designer pieces. She does want to be more sustainable with her shopping however struggles to find the time to dedicate to researching this. Uniform would provide Jessica a swift and sustainable rental experience whilst keeping to her budget.

UNIFORM | TARGET PERSONA 3 | SAM

Sam is 25 years old and works as a commercial event organiser living in Leeds. The nature of his work results in out of office working hours and Sam sometimes struggles to find time for shopping. He has bold fashion sense and a bubbly personality which he likes to communicate to his clients. Sam is extremely active on social media where he regularly posts outfit pictures and enjoys the attention from his following. Uniform is an efficient platform for Sam to shop stylish denim within his busy lifestyle and display luxury brands on his Instagram account.

UNIFORM | TARGET PERSONA 4 | JAMIE

Jamie is 37 years old and is a senior finance analyst working in The City of London. During the working week, Jamie works in an extremely formal office wearing a three-piece suit daily. Jamie likes to take care of his appearance and does enjoy the finer things in life due to his salary. As Jamie can only wear casual wear 2 days a week, Uniform would provide him the option of designer denim with no ownership meaning he is able to change up his weekend pieces without commitment in a sustainable way.

TARGET AUDIENCE | WHY UNIFORM BENEFITS THE CONSUMER Uniform benefits the consumer as it is easy to navigate and available on both mobile and desktop devices making it easily accessible. It is a simple process that allows the consumer to support and contribute to a more circular fashion economy. Rental fashion ensures that items are worn an adequate amount of times and therefore prevents overproduced items of clothing from being sent to landfills which leads to air pollution. Uniform supports consumers who may traditionally not be able to afford designer items by offering full accessibility to menswear and womenswear pieces at a fraction of the original recommended retail price. This results in a fashion cycle that is kinder both financially and environmentally. Aside from the environmental benefits of rental fashion, consumers are able to use Uniform to try new brands and styles which will discourage impulse buying. If a user thoroughly enjoys their rental, they do have the option to purchase and keep their item but this option is only available after a rental period has been completed to ensure the item would be utilised efficiently.

Levi’s® x Renewcell Collaboration / 2020 / Green Queen 47

Acne Studios North Skinny Fit / End Clothing

Image

04 | OBJECTIVES

OBJECTIVES | BUSINESS OBJECTIVES

To receive an overall rating of 4.5 - 5 stars on The App Store and Google Play Store.

To have a resilient and sustainable business model.

To increase and diversify audiences through the means of Access Over Ownership.

To have 100 brands working with Uniform one year from the launch date.

To have 10,000 downloads per annum from one-year post launch.

To create a successful leading fashion rental mobile app.

OBJECTIVES | PR OBJECTIVES

To increase leverage for positive coverage through the launch event and press pack.

To gain 35k followers on the Uniform Instagram account after 12 months.

Create a reputation that highlights the benefits of a circular fashion economy.

To encourage consumers to join in and succeed in stimulating positive transformative change.

Stella McCartney / Resort 2021 / Tag-Walk

05 | STRATEGY & TACTICS

STRATEGY | MARKETING MIX - THE 6 PS

Uniform is a digital platform with both a mobile application and an e-commerce website. The platform allows users to rent luxury denim at a fraction of the original retail price whilst supporting a circular fashion economy. The personalised features on the app including ‘Fit Assist’ and ‘Ethics’ will gain credibility from the consumer and provide an efficient rental experience. Fashion rental is a contemporary concept and allows brands a simple way to increase their sustainable offering and build a positive brand reputation.

PRODUCT

The community focus and review system on Uniform will encourage engagement from users whilst building a trust-based relationship with the platform. With the app market forecast to grow further, a mobile application is necessary whilst trying to engage the tech-savvy target audience of Generation Y. An e-commerce site will help Uniform to be easily accessible for a more mature audience and also overcome any issues consumers may have on their mobile devices regarding storage. A selection of tactics will be used to promote the launch of Uniform and these include a press release, a promotional poster, a launch event at Liberty London with branded invitation boxes, and collaboration with fabric care company, The Lab Co.

Uniform will be available on The App Store and Google Play store for anyone in the United Kingdom free of charge. The price of each fashion rental will vary depending on the recommended retail price and exclusivity of the piece.

PRICE

Pricing needs to be considered for app development costs, the launch event, influencer marketing, and The Lab Co. x Uniform collaboration to ensure that everything can work. On top of this, cleaning and courier services need to be carefully selected to be affordable but more importantly, kind to the environment. Pricing is broken down in the Logistics section of this document.

PLACE

Uniform is a digital-only product meaning there is no in-store experience. Consumers are able to manage their rentals through the mobile application or e-commerce website. The Uniform Instagram account will be an important social media account used to create awareness around the company and new featured brands. Selected Instagram content will also be posted on the Uniform Facebook account to ensure that it can reach a wide audience with optimum interaction.

PROMOTION

A variety of promotional tools will be used to promote Uniform both online and offline. A press release will be released before the launch of Uniform to secure press coverage around the launch. The #weunitewithuniform influencer campaign on social media will target Generation Y who enjoy spending time on social media. The hashtag will encourage the target audience to participate and post their images which will create user-generated content for the social media accounts as well as increased interaction. The launch event will be an opportunity for the founder of Uniform to explain the process of fashion rental clearly and also inform the guests of the rental revolution which is increasingly growing post-pandemic.

PEOPLE

Uniform has a strong target audience of Generation Y which varies between 25 and 40 years old. This generation spends a large amount of time on mobile devices which is why instead of only being an e-commerce site, it is important to cater to the audience’s needs with a mobile application. With Generation Y spending an average of 3.7 hours a day on their mobile devices, their interaction with different social media platforms is high and they are extremely receptive to social media marketing techniques (Shibu, 2020). The shift to sustainable fashion amongst Generation Y is informing their purchasing decisions and therefore more awareness needs to be raised around Access Over Ownership business models which are still a relatively new concept in the European market.

PERSUASION

The tactics used in order to promote the launch of Uniform including the promotional poster, the launch event, and the press release will persuade the target audience into downloading the app and visiting the platform. Having an online presence as well as an app will further persuade the target audience to use the platform and explore fashion rental. The influencer campaign and hashtag will also encourage the target audience to interact and upload their content onto Instagram which will build a community of like-minded sustainable renters contributing to a circular fashion economy.

STRATEGY | UNIFORM - PESO ANALYSIS PAID

EARNED

• Sponsored countdown Instagram posts • Paid influencer social campaign #weunitewithuniform • Facebook Ads to promote the launch of Uniform • VIP Endorsement

EARNED

PAID

OWNED • • • • 60

SEO Social media content and accounts Website E-Commerce content

• Media coverage through the press release and launch event • Organic social media following • Press and influencer relations • Word-of-mouth marketing

SHARED

OWNED

SHARED • Online reviews of the Uniform app • Facebook account • Instagram account • User-generated content through the hashtag

MOTHER Denim / SS20 Menswear / Models 61

STRATEGY | UNIFORM | TONE OF VOICE The tone of voice used on the Uniform platform will be empowering and uplifting as users should feel encouraged to use the platform and open to trying contemporary consumption habits. Affirmative language will be used to remind users of the overall benefits of rental fashion and this will resonate with the environmentally conscious target audience of Uniform. Additionally, the mobile platform will be wholly transparent in regards to how sustainable different products are in order to build a trust-based relationship with the consumer. The rental process will be clearly explained and this will be easy to locate at any time on the mobile application and website to ensure users feel comfortable and confident with the company.

STRATEGY | THE PRODUCT Uniform’s mobile platform offers a personalised service to users whereby they are able to input individual measurements and style preferences for rental recommendations. A review system will build a community where users are able to share their knowledge and experiences in a peer-to-peer manner. There will be an added feature on the browsing element of the app named ‘ethics’. This feature enables users to input their personal values that motivate and guide their decisions regarding sustainability allowing them to track their carbon footprint. An influencer hashtag-led marketing campaign will promote the launch of Uniform on social media and this will further encourage wider audiences to download the app. Media coverage will be generated through the promotional launch event and press pack in which a carefully selected range of press and influencers are invited to attend. As of 07.05.21, Selfridges launched, ‘Selfridges Rental’ which caters to both menswear and womenswear.

STRATEGY | THE APP PROCESS 1. Visit the website or download the app 2. Create an account with your full name, email address, and password 3. Fit Assist – the option to put in your waist size and height for rental recommendations (This stage can be skipped and edited at a later stage) 4. Ethics – you can filter the products by your personal ethical values (This stage can be skipped and edited at a later stage) 5. Browse the range of menswear and womenswear denim jeans, you are also able to browse by brand. 6. Select the item that you wish to rent and look at any reviews by clicking on the stars rating. 7. Select the duration of your rental (5-15 days). 8. Enter your rental dates using the calendar and once you have chosen, the item will automatically go to your bag. 9. Once you have opened your bag, there will be an order summary in which you can proceed with or remove your item(s). 10. When ‘checkout’ has been pressed, this will take you to the delivery and payment screen where you can complete your order, receiving a confirmation email to the email address linked to the account. 11. We hope your items are perfect however if anything does not fit or you would like to exchange the item, you have 48 hours from the time of delivery to return the item to us. 12. Once the rental is up, please do not worry about washing the item as we have our own cleaning service with The Lab Co. Place in the box received and take your item to the nearest DPD drop-off point or arrange a collection for the DPD Carbon Neutral service. 13. If you would like to purchase any item(s) at the end of your rental, visit your account and past rentals to place an order. Otherwise, share your experience with other users on social accounts / through reviews! 64

WELCOME SCREEN

CREATE ACCOUNT

*Full App Development Available as an Individual Document

FIT ASSIST - HEIGHT

ETHICS

HOMEPAGE ONE

THE PRODUCT - WOMENSWEAR

YOUR RENTAL

REVIEW SYSTEM

MY PROFILE

MY RENTALS

STRATEGY | THE WEBSITE The Uniform website will allow members to place and manage their rentals as easily as the mobile app. All the same features will be accessible and it is down to personal preference and the environment the consumer may be in as to which channel they may use. The website content will coordinate with the app and users will be able to access their account on both platforms. A live chat shown in the bottom right corner will be able to help any customers having problems or answer any general queries not shown on the ‘How it works’ page.

PROMOTIONAL TACTICS | SOCIAL MEDIA Social media marketing will be utilised pre-launch to create brand awareness and to begin building an audience for Uniform. The influencer campaign will launch 6 weeks before the launch of Uniform (July 19th, 2021) and this will present a selection of brands being stocked to the public in addition to creating interest around the brand and fashion rental. On July 28th, 2021, The Lab Co. and Uniform will both announce the collaboration to their audience which will drive The Lab Co’s existing following to the Uniform Instagram account. 2 weeks before the launch, the launch date will be announced with countdown teaser posts revealing different features and creating a buzz as the launch gets closer. There will be Instagram Story polls in which followers will be able to share their opinions and give an insight to Uniform as to which brand they may want to see available. When the Platform has launched, the Uniform Instagram account will be consistent in posting twice daily and three times on a Saturday on Instagram to maintain interaction and visibility to the audience. Key content will be uploaded to the Uniform Facebook page to ensure consistency and there will be an App Install Facebook add post-launch to encourage Facebook users to download the app.

UNIFORM INSTAGRAM COUNTDOWN POSTS

PROMOTIONAL TACTICS | SOCIAL MEDIA CAMPAIGN #WEUNITEWITHUNIFORM 6 weeks before the launch of Uniform, Monday 19th July 2021, the hashtag-led influencer campaign will launch. This consists of 6 key influencers posting content with the hashtag, ‘#weunitewithuniform’ and there will be one influencer posting per week pre-launch. The 6 chosen influencers will be gifted a pair of jeans for the images and the Uniform Instagram account will repost the user-generated content. Influencer marketing is an extremely strong tool today and selecting the right influencers will successfully grow the Uniform target audience and raise brand awareness. The influencers will already demonstrate an interest in a circular fashion economy and have an open-minded and conscious following. #weunitewithuniform communicates the community focus that Uniform will have with the brands and consumers. Once the platform launches on Wednesday 1st September 2021, consumers will be encouraged to post their content with the hashtag which will increase interaction and build the community.

PROMOTIONAL TACTICS | 5 C’S OF SOCIAL MEDIA #WEUNITEWITHUNIFORM CONTENT Uniform will regularly post brand imagery and content linked to the #weunitewithuniform campaign. The tone of voice will be consistent and there will be consistent upload schedules and interactive Instagram stories to engage the consumer. CONTEXT Initially, Uniform will begin posting on the Instagram page ahead of the launch with countdown and teaser posts. A Facebook page will also be created to cater to more mature audiences and regular influencer and brand content will be posted to showcase new brands and products to the customer. When the company is more established, a YouTube page will be created for short interviews around Uniform with industry icons and influencers. COMMUNITY With the help of social media gaining Uniform a following, likes and follows will build a community where users are able to share reviews and images on their rentals in a peer-to-peer manner. Knowledge on sizing and materials can also be shared to help users select which items would work for them and what they are looking for. The interviews will allow the community to gain an insight from experts and this will further encourage experiences to be shared on social media. CONTINUITY The regular engaging social media posts will spark conversation between Uniform users and will ensure consumers keep talking. The continuous social media posts are vital in growing the audience and keeping them interested. COHESION The website will link all of Uniform’s social media accounts to encourage consumers to visit each page. Important content and new collaborations will be posted on each platform to ensure that it will reach the maximum audience and express publicity across all channels. 77

PROMOTIONAL TACTICS | POTENTIAL INFLUENCERS #WEUNITEWITHUNIFORM

Name: Bianca Foley Location: London Following: 13.4k A complete focus on sustainable style and co-founder of a sustainability platform with Charlotte Williams.

Name: India Location: London Following: 24.6k Regularly promotes sustainable fashion on her feed and has previously used rental platforms.

Name: Elinor Bridge Location: London Following: 11.3k Slow fashion supporter that encourages her following to contribute to a more circular fashion economy.

Name: Charlotte Williams Location: London Following: 29k Co-founder of a sustainability platform with Bianca Foley and has previously used rental platforms. 79

Name: Jordan Bunker Location: London Following: 22.8k Promotes slow fashion and quality pieces of clothing that are going to last.

Name: Will Varnam Location: Birmingham Following: 32.3k A vintage collector who appreciates the quality and exclusivity of garments. Provides a denim repair service at a central Birmingham menswear store.

PAID SOCIAL #WEUNITEWITHINFORM POSTS

PROMOTIONAL TACTICS | PRESS RELEASE *Full press release Available as an Individual Document

PROMOTIONAL TACTICS | THE LAB CO. X UNIFORM The Lab Co. is a fabric care company which was founded in London with the aim of driving down the negative environmental impact caused by washing. Their products include ‘zero nasty ingredients’ and are available for a variety of different fabrics including denim, cashmere, cotton, and wool. Through primary research conducted with The Lab Co., it is understood that Uniform would be a company of interest for collaboration. Both companies have a large focus on sustainability and would positively raise brand awareness for one another in harmony. The Lab Co. has two products specifically for denim and these are a denim laundry wash and denim laundry mist. The denim wash ensures that denim retains the correct fit and colour for as long as possible due to the eco-friendly formulation providing protection to the fibres. The wash is scented with geranium leaf and vanilla for a laid-back scent and alternative to dry cleaning which uses a large amount of water per cycle. Denim is often washed too frequently which impacts the lifespan and quality of denim. The denim mist gives your jeans the refresh they may need and the formula successfully eliminates bad odours with the scent of bergamot, mandarin rind & black pepper. The Lab Co. X Uniform collaboration would consist of both of these denim products in an exclusive scent of pink peppercorn and ginger lily. The 500ml denim wash would retail at £16 and the 150ml denim mist would retail at £11 stocked exclusively at Liberty London.

Uniform.

Uniform. X Uniform.

PROMOTIONAL TACTICS | LAUNCH EVENT The Uniform launch event will take place in the Liberty London store in collaboration with The Lab Co. on Tuesday 31st August 2021 at 8:30 pm. A carefully selected range of press and influencers will be invited to celebrate the launch of Uniform the day before the app goes live to the public. The event will take place on the 1st floor in womenswear where there will be a selection of denim from the app available from brands that Liberty stock as well as Uniform. This includes pieces from brands such as FRAME, AGOLDE, J Brand, MOTHER, Paige, and RE/DONE. Holding the event at Liberty will allow The Lab Co.’s existing audience to gain awareness around Uniform. Additionally, the successful reputation that Liberty holds as being such a prestigious department store will build trust with Uniform’s target audience. When guests arrive they will enter through the main doors located on Regent street and will be served champagne on arrival. The live DJ will begin and the photographer will begin taking pictures around 8:15 pm with canapes being served from 8:30 pm. At 9:00 pm, the founder of Uniform will begin a short presentation on how the app works whilst answering any questions guests may have. At 9:30 pm, Journalist and sustainability advocate Lucy Siegle will begin a guest talk in which she touches on subjects such as the effects of fashion on the environment, circular fashion, and why rental fashion is set to boom. Following this, the founder of The Lab co., Josh Gilbertson will briefly present the denim wash and the benefits of using this on a regular basis. From 10:15 pm, guests will be able to look around the pieces on display to gain inspiration for their next rental and enjoy the music with free-flowing champagne. Each guest will be given a gift bag with the two full-size Uniform X The Lab Co. products to take away.

Liberty London / 1st Floor / Drapers

PROMOTIONAL TACTICS | LAUNCH EVENT | PRESS INVITATION LIST

Publication

First Name

Last Name

Title

Email address

British Vogue

Rebecca

Purshouse

Fashion Assistant

rebecca.purshouse@condenast.co.uk

British Vogue Cosmopolitan - UK Cosmopolitan – UK ELLE – UK ELLE – UK Glamour – UK Glamour – UK

Olivia Amy Maddy Felicity Julia Alexandra Charlie

Singer Bannerman Alford Kay Harvey Fullerton Teather

Fashion News Director Fashion Director Senior Fashion Assistant Fashion Editor Junior Fashion Assistant Fashion Director-at-Large Fashion Editor

olivia.singer@condenast.co.uk amy.bannerman@hearst.co.uk maddy.alford@hearst.co.uk felicity.kay@hearst.co.uk julia.harvey@hearst.co.uk alexandra.fullerton@condenast.co.uk charlie.teather@condenast.co.uk

Good Housekeeping Good Housekeeping Harper’s Bazaar – UK Harper’s Bazaar – UK HELLO! Fashion Monthly

Harriet Jo Charlie Holly Rachel

Assal Atkinson Harrington Gorst Story

Fashion Assistant Fashion Editor Senior Fashion Editor Senior Fashion Assistant Fashion Editor

harriet.assal@hearst.co.uk jo.atkinson@goodhousekeeping.co.uk charlieharringtonstudio@gmail.com holly.gorst@harpersbazaar.co.uk rachel.story@hellofashion.com

HELLO! Fashion Monthly

Francesca

Scott

Fashion Assistant

francesca.scott@hellofashion.com

HEROINE

Gro

Curtis

Fashion Director

gro@hero-magazine.com

HEROINE

Peghah

Maleknejad

Senior Fashion Editor

peghah@hero-magazine.com

Phoenix

Nini

Khatiblou

Fashion Editor

nini.khatiblou@phoenixmag.co.uk

PORTER – UK PORTER – UK RED RED

Hannah Annie Lynda Jodie

Cole Hertikova Bell Dunworth

hannah.cole@ynap.com annie.hertikova@ynap.com lynda.bell@hearst.co.uk jodie.dunworth@hearst.co.uk

Tatler – UK Tatler – UK

Olivia Gabriele

Bennett Rizzi

Fashion Editor Fashion Assistant Acting Fashion Director Acting Senior Fashion Assistant Fashion Market Editor Fashion Assistant

Town & Country

Tilly

Wheating

Junior Fashion Editor

tilly.wheating@harpersbazaar.co.uk

olivia.bennett@condenast.co.uk gabriele.rizzi@condenast.co.uk

Town & Country Wallpaper* Wallpaper* Daily Mail – UK Daily Mail – UK Evening Standard Evening Standard Financial Times Financial Times Grazia – UK Grazia – UK Guardian Weekend

Georgia Aylin Jason Dinah Alexandria Sophie Jessica Carola Flora Charlotte Kenya Jess

Medley Bayhan Hughes Turner Dale Paxton Skeete-Cross Long Johnston Pavitt Hunt Cartner-Morley

Fashion Assistant Fashion Assistant Fashion Director Style Editor Fashion Assistant Fashion Editor Junior Fashion Editor Deputy Fashion Editor Junior Fashion Editor Junior Fashion Assistant Fashion Director Associate Fashion Editor

georgia.medley@harpersbazaar.co.uk aylin_bayhan@wallpaper.com jason_hughes@wallpaper.com dinah.turner@dailymail.co.uk alexandria.dale@dailymail.co.uk sophie.paxton@standard.co.uk jessica.Skeete-Cross@standard.co.uk carola.long@ft.com flora.johnston@ft.com charlotte.pavitt@graziamagazine.co.uk kenya.hunt@bauermedia.co.uk jess.cartner-morley@theguardian.com

How to Spend it (FT) Observer Observer

Raphaelle Jo Helen

Helmore Jones Seamons

raphaelle.helmore@ft.com jo.jones@guardian.co.uk helen.seamons@guardian.co.uk

OK! Stella Stella Stylist

Lauren Bethan Tamara Polly

Goodwin-Grafton Holt Abraham Knight

Junior Fashion Editor Fashion Editor MW and WW Fashion Editor Fashion Editor Fashion News Director Fashion Editor Fashion Editor

Stylist The Telegraph

Arabella Hikmat

Greenhill Mohammed

arabella.greenhill@stylist.co.uk hikmat.mohammed@telegraph.co.uk

The Telegraph YOU Magazine YOU Magazine

Tona Joanne Shelly

Stell Toolan Vella

Fashion Director Fashion Features Assistant Style Editor Senior Fashion Assistant Fashion Director

lauren. grafton@reachplc.com bethan.holt@telegraph.co.uk tamara.abraham@telegraph.co.uk polly.knight@stylist.co.uk

tona.stell@telegraph.co.uk joanne.toolan@mailonsunday.co.uk shelly.vella@mailonsunday.co.uk

PROMOTIONAL TACTICS | LAUNCH EVENT | INVITATION BOX On Friday 30th July, invitation boxes will be sent out to a carefully selected range of long-lead and short-lead press as well as influencers for the launch event on Tuesday 31st August. The design of the box is simple and everything follows the indigo and pink colour scheme to keep within brand guidelines. The invites being sent out a month in advance will ensure that invitees have enough time to RSVP and add this into their schedule before they are too busy. The invitation box will consist of one invitation, a Uniform branded sustainable cotton tote bag, a selection of mini The Lab Co. products and, a gift card towards three rentals on Uniform. The gift card will also encourage guests to rent an item to wear to the event which would generate successful coverage through the photographer at the launch event.

Uniform Branded Invitation Box 91

Launch Event Invitation

Gift Card Credit for Next 3 Rentals 93

Uniform Branded Tote Bag 94

Mini Selection of 3 x The Lab Co. Products

TACTICS | PACKAGING Each order will be sent in a Uniform 100% recycled cardboard box. The box will contain the rented items and a DPD return sticker to make the experience as efficient as possible. The box will be completely re-sealable in order for the customer to be able to re-use the box for returns ensuring that the minimum amount of packaging is used. There will be two size boxes available to further ensure there is no unnecessary cardboard waste depending on the number of rentals per order.

Small Uniform Delivery Box 97

PROMOTIONAL TACTICS | POSTER A Uniform poster will be placed in a variety of locations across the United Kingdom in bus stops and tube stations. The business of these locations will successfully raise awareness around the launch of Uniform to my target audience who may be commuting. Posters are an effective way of advertising as it is much cheaper than print and radio however are still able to reach a wide audience. The poster includes three key screens of the Uniform app with a call to action to consumers to download the app on either The Google Play Store or The App Store. The short tag line, ‘your sustainable denim rental’ communicates that Uniform is a rental service efficiently to viewers and passers-by. The Uniform website link will encourage interaction with the platform where users can find more information about the process of renting and invite traffic to the e-commerce website. #weunitewithuniform will successfully advertise the Instagram campaign and increase the views and following on the Instagram account.

Uniform Advertisement Poster / City Bus Stop 99

Ganni / 2021 / Elle UK

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06 | TIMELINE

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PRE-LAUNCH ACTIVITY

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SEPTEMBER 2020

NOVEMBER 2020

DECEMBER 28TH 2020

Claim Uniform social media handle and domain

Reach out to influencers regarding the launch of Uniform and present #weunitewithuniform social media campaign – confirm 6 influencers for campaign.

Business analysis for Uniform app

OCTOBER 2020

NOVEMBER 30TH 2020

Pitch ‘Uniform’ to brand CEOs outlining the executive summary and business objectives showing how this would benefit their brand.

App Planning stage

JANUARY

Design a Developm Des

PRE-LAUNCH ACTIVITY

JANUARY 25TH 2021 Begin posting on the Uniform Instagram account to create awareness around the sustainable business model and concept.

18TH 2021

and Prement - UX sign

MARCH 15TH 2021

JUNE 1ST 2021

Back-end app development to establish a safe and reliable server to store customer data and payment details with high security.

Send influencers denim gift for paid social #weunitewithuniform campaign content.

FEBRUARY 8TH 2021

MAY 3RD 2021

Design and PreDevelopment - UI Design

Front-end app development with Java to create separate versions for The App Store and Google Play store.

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PRE-LAUNCH ACTIVITY

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JULY 5TH 2021

JULY 26TH 2021

JULY 28TH 2021

App testing with developers working on fixing any bugs that may arise.

App launch date is revealed on social media and teaser countdown posts begin.

The Lab Co. X Uniform collaboration is announced on both party’s social accounts.

JULY 19TH 2021

JULY 26TH 2021

JULY 30

Influencer #weunitewithuniform campaign begins – one influencer post per week up until launch.

Send out press pack to try and secure coverage around the launch of Uniform in September.

Launch announc invitation sent out to influen

LAUNCH ACTIVITY

POST-LAUNCH ACTIVITY

AUGUST 31ST 2021

SEPTEMBER 2021

OCTOBER 2021

Uniform Launch event with The Lab Co. at Liberty London.

#weunitewithuniform campaign encourages the public to get involved through social media posts.

Rolling monthly reports on app data, reviews and analytics to track if Uniform is reaching the 12-month post-launch PR and Business objectives.

0TH 2021

SEPTEMBER 1ST 2021

SEPTEMBER 2021

event is ced and boxes are o press and ncers.

Uniform launches on The App Store and Google Play Store along with the website.

Social media accounts are regularly publishing content and Interactive Instagram stories to build an audience.

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Seven For All Mankind / Fall 2020 / WWD

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07 | LOGISTICS

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LOGISTICS | APP & WEBSITE DEVELOPMENT COSTS Development Costs 2 x React Native Engineer - £500 per engineer per day (excluding VAT) • 6 months at 40 hours per week 1 x Backend Engineer - £500 per engineer per day (excluding VAT) • 6 months at 40 hours per week Platform Costs App Store Developer License - £79 (annually) Google Play Developer License - £25 (annually) Infrastructure Costs API hosted on Google Cloud Run - £30 p/m (based on 1,000,000 requests per month) Google Cloud Firestore (Database) - £20 p/m Google Cloud Storage - £20 p/m Authentication (Auth0) • First 7000 monthly active users free • 7000 - 50,000 monthly active users £23 p/m Sentry error and performance monitoring - £25 p/m Website hosted on Google Cloud Run - £20 p/m Commerce Costs Stripe payments platform - 1.4% of each transaction + 20p Website Costs 1x Web Developer - £400 per day (3 months at 40 hours per week) 108

LOGISTICS | LAUNCH EVENT COSTS Hiring the space - Liberty London £2500

Branded Invitation Boxes 50 branded cardboard drawer boxes - £110

DJ for a total of 2 hours £150

Invitations 50 foiled invitations - £49

Catering Canapes - £8.00 per person for 50 people - £400

Tote bags 50 sustainable cotton branded tote bags - £130

Drinks 10 bottles of Moët & Chandon - £380

Gift cards 50 gloss gift cards with cover - £75

Water 4 cases of 12 x CanO water - £49.24 Guest Speaker Lucy Siegle (30 minute talk) – £250 Gift Bags 50 branded Uniform gift bags - £160

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LOGISTICS | SOCIAL MEDIA CAMPAIGN COSTS Paid Social Gifting 6 pairs of jeans (one per influencer) - £1000 Bianca Foley (13.4k followers) 1x Instagram post - £120 India (24.6k followers) 1x Instagram post - £170 Elinor Bridge (11.3k followers) 1x Instagram post - £110 Charlotte Williams (29k followers) 1x Instagram post - £190 Jordan Bunker (22.8k followers) 1x Instagram post - £150 Will Varnam (32.3k followers) 1x Instagram post - £210

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LOGISTICS | COURIERS Uniform will use DPD Carbon Neutral as their only delivery and returns service. When offering a rental service, it is especially important to consider the impact of logistics on the environment as instead of just one delivery per order, there is a return doubling the amount of CO2. DPD aims to make every one of their parcels carbon neutral by measuring the amount of CO2 they emit and offsetting any remaining emissions. They have a ‘Predict’ service that allows them to inform their customers of where exactly they are whilst providing a one-hour time slot. This minimises the chance of failed delivery attempts and wasted journeys. In addition to this, customers have four options to change their delivery all the way up until 30 minutes before.

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Circle Economy

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08 | THE FUTURE

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UNIFORM | FUTURE DEVELOPMENT Should Uniform be successful, the platform could be expanded into Europe as the European market has also been slow to take to the fashion rental market unlike the United States of America and Canada. An additional way Uniform could be expanded in the future is to offer a marketplace rental service whereby users are able to rent their items out to peers. This would further build the community as well as providing an additional source of income to members. Although Uniform is currently digital-only, a physical presence could be introduced in stores if the demand increases and the effects of the COVID-19 pandemic stabilise. This would increase the accessibility of Uniform to a wider range of consumers and grow the opportunity of offline promotional techniques.

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HURR Fashion Rental Pop-Up / Selfridges London / Forbes

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DMARGE / 2021

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09 | REFERENCES

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REFERENCES | REFERENCE LIST Amed, I., Beltrami, M., Berg, A., Hedrich, S., Balchandani, A., & Rölkens, F. (2018). The State Of Fashion 2019: A Year Of Awakening. [online] The Business of Fashion and Mckinsey & Company. Available at: https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20 insights/the%20state%20of%20fashion%202019%20a%20year%20of%20awakening/the-state-of-fashion-2019-final.ashx Cheng, M. (2019). 8 Characteristics Of Millennials That Support Sustainable Development Goals (SDGs). [online] Forbes. Available at: https://www.forbes.com/sites/margueritacheng/2019/06/19/8-characteristics-of-millennials-that-support-sustainable-development-goals-sdgs/?sh=134cdae129b7 [Accessed 5 May 2021]. C.R, V. (2020). The Rise Of Mobile Apps During the Coronavirus Outbreak [Infographic] [online] Dot Com Infoway. Available at: https://www. dotcominfoway.com/blog/rise-of-mobile-apps-during-the-coronavirus-outbreak-infographic/ [Accessed 7 April 2021]. DHL. (2019). Fashion & Environment. London. Available at: https://www.britishfashioncouncil.co.uk/uploads/files/1/NEW%20Fashion%20 and%20Environment%20White%20Paper.pdf DPD. (n.d). What is Predict? [online] Available at: https://www.dpd.com/nl/wp-content/uploads/sites/220/2020/06/A5FlyerDPD_AlgemeenEN_Predict_B-DEF.pdf [Accessed 15 May 2021]. Duncan, C. (2020). Boohoo ‘facing modern slavery investigation’. [online] The Independent. Available at: https://www.independent.co.uk/ news/uk/home-news/boohoo-leicester-factories-modern-slavery-boohoo-leicester-factories-modern-slavery-investigation-coronavirus-coronavirus-fast-fashion-a9602086.html [Accessed 3 May 2021]. E.L.V. Denim. (n.d.). Sustainability Journey. [online] Available at: https://elvdenim.com/pages/sustainability [Accessed 27 April 2021]. FRAME. (n.d.). About FRAME. [online] Available at: https://frame-store.com/pages/about [Accessed 27 April 2021]. FRAME. (n.d.). Sustainability. [online] Available at: https://frame-store.com/pages/sustainability [Accessed 27 April 2021]. Gap Inc. Sustainability. (n.d.). Environmental Management. [online] Available at: https://www.gapincsustainability.com/environment/protecting-our-shared-environment [Accessed 3 May 2021]. 118

Kollewe, J. (2018). Burberry to stop burning unsold items after green criticism. [online] The Guardian. Available at: https://www.theguardian. com/business/2018/sep/06/burberry-to-stop-burning-unsold-items-fur-after-green-criticism [Accessed 4 May 2021]. MOTHER. (n.d.). Our Commitment. [online] Available at: https://www.motherdenim.com/pages/our-commitment [Accessed 28 April 2021]. Naik, G. (2020). UK fashion industry revenue could drop 25% in 2020 due to pandemic impact. [online] S&P Global. Available at: https:// www.spglobal.com/marketintelligence/en/news-insights/latest-news-headlines/uk-fashion-industry-revenue-could-drop-25-in-2020-dueto-pandemic-impact-59455548 [Accessed 12 May 2021]. Needham, S. (2019) The State of Fashion 2020. [online]. The Business of Fashion and Mckinsey & Company. Available at: https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/the%20state%20of%20fashion%202020%20navigating%20 uncertainty/the-state-of-fashion-2020-final.pdf O’Dea, S. (2020). Forecast of smartphone user numbers in the United Kingdom (UK) 2018-2024. [online] Statista. Available at: https://www. statista.com/statistics/553464/predicted-number-of-smartphone-users-in-the-united-kingdom-uk/ [Accessed 6 April 2021]. Pastore, A. (2020). Carpe Denim: Will the Jeans Industry Survive COVID-19 Amid Higher Demand for Comfort?. [online] WWD. Available at: https://wwd.com/business-news/business-features/cornavirus-denim-industry-survive-higher-demand-for-comfort-1203630638/ [Accessed 15 May 2021]. Preuss, S. (2019). 15 sustainability efforts of the denim industry in 2019. [online] Fashion United. Available at: https://fashionunited.com/news/ business/15-sustainability-efforts-of-the-denim-industry-in-2019/2019123031453 [Accessed 15 May 2021]. Santamaria, B. (2018). Hirestreet mass-market brand rental looks to expand. [online] Fashion Network. Available at: https://uk.fashionnetwork.com/news/Hirestreet-mass-market-brand-rental-looks-to-expand,1039961.html [Accessed 4 May 2021]. Shibu, S. (2020). Which Generation Is Most Dependent on Smartphones? (Hint: They’re Young.). [online] Entrepreneur. Available at: https:// www.entrepreneur.com/article/360098 [Accessed 5 May 2021]. 119

Top Digital Agency. (2019). Mobile App Development Market in UK 2019 -. [online] Available at: https://topdigital.agency/mobile-app-development-market-in-uk-2019/ [Accessed 6 April 2021]. Wildblood, F. (2021). Introducing Zoa, software for fashion’s rental revolution. [online] Maddyness. Available at: https://www.maddyness.com/ uk/2021/04/14/introducing-zoa-software-for-fashions-rental-revolution/ [Accessed 4 May 2021]. WRAP, 2017. Valuing Our Clothes: The Cost of UK Fashion. Valuing our Clothes. [online] WRAP. Available at: https://wrap.org.uk/sites/default/ files/2020-10/WRAP-valuing-our-clothes-the-cost-of-uk-fashion_WRAP.pdf [Accessed 7 April 2021].

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REFERENCES | IMAGE REFERENCE LIST By Rotation. (2020). By Rotation Facebook Cover Image. [image] Available at: https://www.facebook.com/byrotation/photos /a.456188885123721/935481080527830 Circle Economy. (n.d). The Future of Denim. [image] Available at: https://www.circle-economy.com/news/the-future-of-denim DMARGE. (2021). Stylish Jeans for Men. [image] Available at: https://www.dmarge.com/best-jeans-brands-men Drapers. (2018). [image] Available at: https://www.drapersonline.com/news/liberty-appoints-new-ceo Elle UK. (2021). Ganni Jeans. [image] Available at: https://www.elle.com/uk/fashion/trends/a32337/best-denim-jeans-style-trends/ End Clothing. (n.d.). Acne Studios North Skinny Fit Jean. [image] Available at: https://www.endclothing.com/jp/acne-studios-north-skinny-fitjean-b00030-135.html Fashion Gone Rogue (2020). FRAME SS20. [image] Available at: https://www.fashiongonerogue.com/grace-elizabeth-frame-spring-2020campaign/ Forbes. (2020). Selfridges To Launch Its First Designer Fashion Rental Collection. [image] Available at: https://www.forbes.com/sites/lelalondon/2020/08/12/selfridges-to-launch-first-designer-fashion-rental-collection/?sh=7e3600464935 Green Queen. (2020). Levi’s and Renewcell Collaboration. [image] Available at: https://www.greenqueen.com.hk/levis-launches-most-sustainable-jean-yet-made-with-circulose/ Hirestreet. (2021). Hirestreet competitor analysis. [image] Available at: https://www.hirestreetuk.com Models. (2020). Mother Denim Spring/Summer 2020 Mens Campaign. [image] Available at: https://models.com/work/various-campaigns-mother-denim-springsummer-2020-mens-campaign

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Notorious Magazine. (2020). [image] Available at: https://www.notorious-mag.com/article/is-having-a-sense-of-humour-the-new-symbol-ofluxury Streeters. (2018). Agolde Fall Lookbook 2018. [image] Available at: https://www.streeters.com/news/agolde-women-s-fall-lookbook-2018 Tag-Walk. (2021). STELLA MCCARTNEY RESORT 2021 LOOK 18. [image] Available at: https://www.tag-walk.com/en/look/254652 Vanity Teen. (2020). Lanvin Fall/Winter 2020 Denim Campaign. [image] Available at: https://www.vanityteen.com/lanvin-fall-winter-2020denim-campaign/ Vogue Business. (2019). [image] Available at: https://www.voguebusiness.com/consumers/china-sharing-economy-rental-fashion-second-hand Vogue France. (2021). Ganni x Levi’s®: The must-wear denim trends for 2021. [image] Available at: https://www.vogue.fr/fashion/article/ganni-x-levis-denim-collaboration-trend-for-2021 WWD. (2020). Seven For All Mankind Fall 2020. [image] Available at: https://wwd.com/business-news/business-features/7-for-all-mankinddebuts-fall-campaign-1234582788/

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Uniform by Anisha Sispal

Articles inside

Launch Event Costs