REGEN
WINTER 2015
SAVANNAH COLLEGE OF ART AND DESIGN
ANA VITERI JIAMIN YAN MELISSA MILLER OUDULIN CHEN
FASM 400 CONTEMPORARY ISSUE IN FASHION MERCHANDISING
CONTENT 1.0 EXECUTIVE SUMMARY
05
2.0 OUR COMPANY
06
2.1 INTRODUCTION 2.2 VISION, MISSION, AND VALUE STATEMENTS 2.3 TARGET MARKET OVERVIEW
06 07 08
3.0 MARKET ANALYSIS
09
3.1 THE SIZE OF THE MARKET IN THE PROPOSED GEOGRAPHY 3.2 UNIQUE CHARACTERISTICS OF THE MARKET, CURRENT TRENDS 3.3 COMPETITIVE LANDSCAPE ANALYSIS 3.4 CURRENT SOURCING PRACTICES 3.5 CURRENT DISTRIBUTION CHANNELS 3.6 FACTORS DRIVING FUTURE GROWTH
09 10 12 16 17 17
4.0 TARGET CUSTOMER
18
4.1 DEMOGRAPHIC SEGMENT 4.2 PSYCHOGRAPHIC SEGMENT 4.3 SHOPPING HABITS 4.4 CURRENT GARMENT LIFESTYLE
18 18 20 21
5.0 PRODUCT DEVELOPMENT AND SOURCING
22
5.1 INSPIRATION AND CONCEPT 5.2 SOURCING 5.3 COMPLETE PRODUCT ASSORTMENT PLAN
22 24 26
6.0 USE AND DISPOSAL
29
6.1 FUNCTION 6.2 CARE INSTRUCTIONS 6.3 DISPOSAL
29 29 30
7.0 GARMENT LIFE CYCLE
31
7.1 IMPACT MEASUREMENT
31
8.0 BRANDING AND MESSAGING
32
8.1 LOGO 8.2 HANGTAGS 8.3 TISSUES 8.4 LABELS 8.5 CONSUMER EDUCATION 8.6 ASSOCIATED COSTS
32 32 32 32 36 36
9.0 CONCLUSION
37
10.0 APPENDIX
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1.0 EXECUTIVE SUMMARY
A
t REGEN we realized a lack of environmentally friendly and high performance fabrics for the premium basics market. With a knowledge of the growing need for everyday casual wear that still made the wearer feel confident we chose a fabric that not only feels good, but is also good for ones skin.
B
y designing iconic essentials for everyday wear that encompass classical style, the finest in cutting edge materials and an ever-enduring quality we hope to bring a new environmentally conscious option for the fashionable female. The Milk fabric is produced using minimal water compared to other forms of fabric production. From the beginning stages of production to distribution we are making the effort to minimize our environmental footprint for years to come.
A
s a company we are not only focused on sustainability, but we are also concerned for our consumer’s health. We are looking to introduce an exciting new brand into the UK market while continuing to grow as a company.
I
n order for REGEN to succeed in the sustainable clothing market we must research the size of the market in Europe, as well as sourcing options for product development. Furthermore, we are looking for increasing the sustainability awareness among consumers as well as delivering education about our textiles’ superior properties compared to other ones.
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2.0 OUR COMPANY
INTRODUCTION
W
e see milk fibers as one of the best innovative solutions to lead the new sustainable fashion industry. This is an exciting opportunity to take a step further in the right direction and add a sustainable value to our company. Milk fibers are made from milk that cannot be commercialized, it essentially transforms a waste material into a product that can be sold. This creates an entirely new value chain for farmers into the fashion industry.
M
ilk fibers are hypoallergenic, soft, and comfortable to wear. During production no extra chemicals are necessary to form the textile to be used. REGEN is an 21st century brand, selling through our online store as well as brick and mortar, located in the Westfield Village of London. Through selling our environmentally conscious apparel we are also hoping to educate the consumer on the possibilities of sustainability in fashion.
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BY THE NUMBERS
40%
The water demand gap predicted for 2030
1.4kg
The amount of waste produced per day in Europe (2010)
6
1 1
The number of liters of waste milk saved to produced one dress The number of liters of water it takes to produce 900 grams of fabric The number of hours it takes to create fabric from milk
(Milk Fibers, p5)
MISSION
O
ur goal at REGEN is to design everyday classics for the effortlessly chic female customer. Our sustainable materials encompass our companies and our customer’s dedication to global awareness and responsibility.
T
VISION
o provide the best sustainable solution for the skin health through premium apparel in the UK market.
VALUES *Integrity and Environment *Enduring Style and Quality *Company *Freedom *Sustainability *Innovation *Responsibility *Accountability
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R
EGEN is A UK based company, which targets the market segmentation of females who are 30 to 45 years old and live in the metropolitan areas of England. This segmentation of women have an annual income of ÂŁ50K due to higher education levels and an enriched work experience.
O
ur customers are also motivated to be ecofriendly, with a purpose of purchasing only what is necessary, while preferring to shop green, even if it costs more. In addition, due to the demographic and psychographic aspects, the REGEN women seek to purchase the products with enduring quality and value.
TARGET MARKET OVERVIEW
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3.0 MARKET ANALYSIS THE SIZE OF THE MARKET IN THE PROPOSED GEOGRAPHY
T
he starting growth of the ethical market in food and services, has opened the doors to the growth of the ethical personal products market. Clothing and cosmetics were the fastest growing sector, increasing by 29% from 2009 to 2011 to reach £1.8 billion. Sales of ethical clothing grew by 72% to reach £177 million in 2011 (Ethical Fashion Forum).
P
eople who say ethical clothing is important generally spend around £200 more than people who think it’s unimportant. There are 34.8 million existing customers who say ethical clothing considerations are quite and/ or very important. Of these 34.8 million, 6.9 million rate the availability of ethical clothing as being poor and/or very poor. These 6.9 million are the key customers to target (Ethical Clothing Report 2008, TNS Worldpanel Fashion).
T
he main difficulties currently in the sustainable fashion business are awareness, appreciation and availability. All three are within the control of retailers and brands, thus they can increase the growth potential (Ethical Fashion Forum).
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A
n 82% of adults claim to make their clothes last and 61% of women feel “It is important that a company acts ethically” (Mintel, Ethical Clothing – UK –2009). Shoppers may nowadays reassess value for money and are starting to put more emphasis on paying attention to factors such as sustainability, integrity, and durability of their clothing (Mintel, Clothing Retailing - UK - 2010).
S
ustainability is a growing area of focus and concern for governments, the fashion industry, and consumers. There is an existing opportunity for the UK to be a global leader in this area. (Ebsco).
T
here are already a number of innovative companies showing sustainable initiatives such as: Marks and Spencer with their fleece made from recycled plastic bottles (child’s school fleece); Marks and Spencer Plan A eco factory; Marks and Spencer organic cotton shirts (child’s school shirts); and John Lewis top washed in enzymes (child’s) (UKFT).
UNIQUE CHARACTERISTICS OF THE MARKET, CURRENT TRENDS
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P
rimarily composed of casein, a protein extracted from soured milk.
MANUFACTURING PROCESS & PERFORMANCE
PROS Good moisture Good absorption Good conduction Good dye ability Comfortable Permeable Antibacterial UV rays resistant
CONS Easier to get wrinkled compared to other fabrics
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COMPETITIVE LANDSCAPE ANALYSIS High Performance
High Impact
Low Impact
Low Performance
S
ince our product assortment consists of premium priced basics for women with a focus on conscious fabric, we chose to focus on similar companies. These competitor brands also sell basics for women, produced with high quality fabrics at similar prices. Our focus is on the performance and benefits of Milk fabric that include it being good for the wearers skin, low environmental impact, and staying cleaner (than regular cotton) while worn. We based our competitive landscape analysis on the sustainable impacts to the environment of the other brands shown, as well as quality and performance of fabrics used for their clothing. After much research, we have positioned REGEN at the right hand side, closer to Stella McCartney, but not as impactful due to our newness in the market. For performance and quality we have positioned REGEN at the top due to the several special and unique characteristics of Milk fabric that is unlike anything else our competitors offer. We believe this is our opportunity in the market to stand out from other brands by having such a well performing fabric and communicating this well with our consumer.
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W
e chose the following brands as our competitors by taking mainly into consideration each brands’ sustainable practices if any, and the type of fabric they use and its performance when it comes to provide health or unique characteristics for the welfare of the consumer. We also took into consideration other factors such as pricing and manufacturing practices.
MATRIX COMPETITORS: SUSTAINABILITY VS PERFORMANCE
- - - -
Made in Hong Kong. Sweaters pricing range from £62-£283 More accessible long lasting cashmere. Eco-cashemere (White+Warren).
- Modern, timeless aesthetic committed to deliver a brand for everyday luxury essentials. - Cotton is mainly used for tops - Cashmere and wool is mainly used for sweaters. - Silk and cotton is mainly used for pants - Most of the products are made in China (Vince).
- Main factory is in the UK, while also using manufacturers in Turkey and Portugal. - Luxury fabrics sourced from Italy and cotton from Egypt. - Fabrics mostly used are cotton and wool. - Sweaters pricing range from £120-£285 - Tops pricing range from £160-£160 - Bottoms pricing range from £95-£150 - They practice hand dyed indigo, a natural sustainable dye (Sunspel).
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- Imported tops using 100% mercerized cotton. - Imported sweaters using 100% cashmere made in Italy. - Imported pants using 90%wool. - Sweaters pricing range from £40-£850 - Tops pricing range from £35-£660 - Pants pricing range from £38-£1325 (Ralph Lauren). - The company has worked hard shifting its product transportation from air to other types such as rail and ocean to reduce air emissions due to transportation. Since 2009 the company has reduced its global air mix by more than onethird (Green Retail Decisions).
- Cashmere, silk and chiffon - Dry cleaning - Sweaters pricing range from £650-£1299 - Tops pricing range from £190-£875 - Pants pricing range from £340-£1725 (Saks Fifth Avenue).
- Focused on delivering luxury essentials. - They mostly use cotton and silk. - They also use fur and sheepskin. - Sweaters pricing range from £98-£400 - Tops pricing range from £36-£305 - Pants pricing range from £85-£970 (Joseph). - Luxury essentials focused on creativity. - Tops and are made in U.S.A. mostly using 100% cotton sourced from Italy. - Sweaters are made in U.S.A. and Europe using 100 % cashmere. - Sweaters pricing range from £275-£305 - Tops pricing range from £105-£225 - Pants pricing range from £135-£275 (James Perse). - James Perse has launched a comfy T-shirt line, which profits go to organizations who are working to save dolphins. The Cove presents the progress of a team of activists, filmmakers, and free-divers as they work to uncover the harsh realities of the dolphin trade in a hidden cove in Taiji, Japan (Ecouterre).
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- Hush uses mostly knits, silk, wool, alpaca and cotton. - Most of the products should be dry/store flat away from direct heat/sunlight. - Most items should be 30 degrees machine wash. - Sweaters pricing range from £20-£220 - Tops pricing range from £15-£49 - Pants pricing range from £15-£75 (Hush UK).
- Use of rayon, linen, wool, spandex - Most garments must be dry cleaned - Clothes that are meant to last and ecofriendly products - Products are not tested on animals - No use of leather, skins or furs and PVC free - Sweaters pricing range from £365-£699 - Tops pricing range from £155-£1050 - Pants pricing range from £240-£1725 (Stella McCartney).
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CURRENT SOURCING PRACTICES
E
mployment data indicates that the East Midlands is the dominant region in terms of manufacturing. In 2009 was estimated that almost 30% of all UK fashion manufacturing jobs were based there. Other clothing items were more evenly distributed with the North West, the East Midlands, London and Scotland (Eurofound).
W
e have found that proximity and quality are important factors for companies in the textiles and clothing sector. Some companies service concepts is based on short-time delivery. This means that they do not own production facilities, but instead rely on suppliers located in Europe for high quality requirements and expedited delivery demands. According to the companies, the majority of suppliers in Europe are often best in terms of producing quality textiles. White and Warren Sunspel Ralph Lauren Vince James Perse LA Stella McCartney Joseph Hush The Row
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Hong Kong UK, Portugal and Turkey Italy China USA, Europe Italy UK UK USA
CURRENT DISTRIBUTION CHANNELS
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0% of UK fashion companies are now online, with many retailers experiencing growth in their business after opening up to e-retailing. For October 2013, it was reported by the British Retail Consortium that 24% of all clothing purchases were made online. Moreover, according to official sources, 42% of adults bought clothing online, and it was the most popular consumer purchase made in the internet (The Ethical Fashion Forum).
T
he trend “Made in Britain” in 2013 proved that it was something with a long term future, as major UK brands expanded their UK manufacturing presence by choosing to bring back the manufacturing process to the UK. This trend is not only for the “Made in Britain” tag, but for the flexibility and speediness it provides the supply chain (The Ethical Fashion Forum).
F
or the retail environment, 23 mainstream UK on street retailers were identified as stockists of sustainable fashion and was evaluated as part of the survey carried by The Ethical Fashion Forum in November 2010 and May 2011. The majority of these retailers began to stock ethical fashion products within the last three years. Ethical fashion designers and brands have expanded rapidly due to the increased quality, range and promotion of ethical products since 2008 (The Ethical Fashion Forum).
T E
FACTORS DRIVING FUTURE GROWTH
he widening availability of ethical fashion is central to this growth. Real choice in styling and quality and truly fashionable design has been vital in the market’s development.
thical clothing has now been transformed by the presence of new and exciting designers taking it right up into the realms of high fashion and expanding into all clothing sectors. Many consumers are as yet unaware of these changes – mainstream opinion always lags behind the fashion front – but awareness will grow and with it far greater demand. (Mintel, Ethical Clothing – UK –2009) (The Ethical Fashion Forum).
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4.0 TARGET CONSUMER
DEMOGRAPHIC SEGMENT
REGEN’s target customer is the woman ranging in 30 to 45 years old who lives in the UK. She has completed the bachelor degree or higher, and has worked for several years in her current field. According to the data from Index Mundi, about 20% of the UK population is the 25 – 54 years old females (indexmundi.com). In addition, the statistics demonstrates that the highest average income for females are £48,383 in London (gbmaps.info).
R
ecent years, not only the upscale people shop luxury, but also more and more upper mid class are get involved. In order to reach the potential customer, we are seeking the customers at least has an income level of £50,000, which means larger amount of disposal money provides them a wider shopping budget. Furthermore, our clients are mostly live in their owned or renting, comfortable apartment.
(See Appendix in section 4.0)
PYSCHOGRAPHIC SEGMENT
T
he REGEN people, according to the Euromonitor Consumer types, are considered as the ‘Undaunted Striver’. This group of people tends to be trendy, optimistic, empowered and outgoing (Bevis, p4). In addition, Undaunted Striver likes building relationships at home, work, and also in their broader community. They would buy the latest brand-name goods with high quality in order to signal others that they are sophisticated and far-sighted.
C
onnecting to our customer, the Undaunted Striver, they are also a frequent visitor to the gym in order to maintain a healthy lifestyle. Except purchasing the brand-name products, she also seeks to find some forefront things before they become well-known (Bevis, p4). Furthermore, social medias and any new media are also her platform to gain the attention and any newest information. Due to the environmental awareness, the ‘REGEN’ woman prefers to choose green product even sometimes those will spend her a little more.
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Rachael -38 years old -Single w/o child -Living in owned apartment in London -Public Relations Director, ÂŁ70,000 (See Appendix in section 4.0) -Bachelor degree in the University of Manchester -Modest and sophisticated in demeanor and dressing style -Enjoying online and specialty store shopping -Mature, open-minded, responsible -Knowing exactly what she wants in her life and goes straight for it -Purchasing more green products -Attending Yoga class 1-3 times/week -Garment disposal: donate
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B
SHOPPING HABITS
ased on the statistics from Lifestyle Monitor, over 60% of consumers in the UK shop for clothing once or more per month (Lifestyle Monitor). EEven though consumers in the UK have become more eco-conscious, quality is still the primary driver over sustainability when it comes to purchases made. They also care more about where and how the garment was manufactured. The UK shoppers would like to check the fiber content labels for its sustainability first before the make any purchase, but research shows that cotton is the No.1 safest fiber for the environment (Lifestyle Monitor). However, there is some evidence of polarization in the UK apparel market, with many consumers choosing for a combination of fast-fashion at the affordable price such as H&M, ZARA and Mango; otherwise, they do purchase a smaller number of premium investment items that could be kept for years. Furthermore, some of the affordable premium brands become the best choice for the UK customers.
A
ccording to the “Apparel and Footwear in the United Kingdom” report from Euromonitor, the apparel category has raised the sales in units of 1,917.9 million to 2,024.3 million from 2008 to 2013, and the sales in British Pound relatively increased from 37,860.8 million to 41.827.1 million. In addition, the sales of apparel by units is predicted a steady growth to 2,158.8 million by 2018, and in sales of £43,487.2 million (Apparel and Footwear..., p5-6). In particular, the data demonstrates that the customers are buying more luxury goods. With the similar growing rate of the sales of apparel in general, there is a raising sales from £3,534.9 million to £4,277.4 million between 2009 and 2014, and in 2019, it is expected to reach a number of £4,494.5 million (Luxury Goods..., p7). In conclusion, these data strongly indicates the potential success of our brand. As we considered, REGEN’s brand identity, its mission, vision, and value will directly influence the market positively according to the consumer shopping habits.
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CURRENT GARMENT LIFESTYLE
P
eople in the U.K. are now seeking more value from their clothing while also showing a desire for longevity. Due to the weather condition, people in the UK use more dry clean and machine-wash versus hand washing their clothes. We have spoken with a number of people who live in the UK about how they care for their garments. These conversations have shown that a large percentage of them use machine washing once or twice a week, while dry cleaning their nicer items. Furthermore, about 54% of them usually donate the garments for disposal; 20% of the group mentions that they will keep the garments even they will not wear it again, but they might find the garments some other function; and the rest prefers to throw away the one with obvious damage. (See Appendix in section 4.0)
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5.0 PRODUCT DEVELOPMENT AND SOURCING INSPIRATION AND CONCEPT
22
F
or our first collection we found inspiration in the luxurious simplicity of things. We wanted to depict maturity, health and luxury through our clothes to make our customer feel unique and important.
T
he concept of REGEN is to allow our consumer to feel comfortable and healthy on the inside and outside by providing a soft and smooth clothing for the everyday. The milk fiber fabric will perform as a daily care for the consumer’s body and we want them to remember that what they are wearing has a positive environmental impact.
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SOURCING
S
ince the milk fiber is a specialized FABRIC that is uncommon among other clothing brands, we have found the Swicofil Company. Swicofil is located in Switzerland and specialize in developing new forms of yarns and fibers (Swicofil). The milk fiber yarn will be transported from Switzerland to London by land and in 9 hours the product will be in our manufacturer’s hands.
MANUFACTURING
S
ince we feel that transportation is an important part of the sustainable process that we are committed to, we chose to work with the manufacturer DEWHIRST located in the UK which has been serving excellence and innovation for more than a century. The company has been recognized for excellent service and superior product quality. In addition, we choose Dewhirst also because of their ethical standards and environmental awareness such as rain water harvesting, high efficiency lighting, and evaporative cooling units using one tenth the power of a conventional air con unit. (Dewhirst).
(See Appendix in section 5.0)
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DISTRIBUTION REGEN has decided to open a store in The Westfield Village in London to ensure that our customer gets the right education and attendance from our brand. This shopping center is located in White City with 372 high end luxury retail stores and services. We believe this is a good opportunity to be surrounded by brands that carry quality products and to be more convenient for our customer who may buy products not just from REGEN but from other luxury stores.
W
e will also have an online platform to reinforce our customers’ education about our products. They will be able to see all care instructions of each garment and our sustainable practices.
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Style number: R05 Style name: Long sleeve T-shirt Size: X Small-Large Retail Price: £49
Style number:R07 Style name: V-neck tunich Size: X Small-Large Retail Price: $48
Style number: R03 Style name: 3/4 sleeve T-shirt Size: X Small-Large Retail Price: £39
LINE SHEET REGEN
Style number: R09 Style name: Wide leg pants Size: X Small-Large Retail Price: £78
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2015 COLLECTION
Style number: R06 Style name: relaxed t shirt Size: X Small-Large Retail Price: £48
Style number: R01 Style name: Long sleeve blouse Size: X Small-Large Retail Price: £44
LINE SHEET REGEN
2015 COLLECTION
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Tops
Style No.
Color
Size XS
S
M
L
Units
Percentage
Cost per unit
Total Cost
Retail
Total R.Price
Margin
Long Sleeve Blouse Round-neck Sweatshirt 3/4 Sleeve T-shirt Turtle-neck Sweater Long Sleeve T-shirt Relaxed T-shirt V-neck tunich
R01 R02 R03 R04 R05 R06 R07
52 45 72 30 67 37 45
105 90 153 60 135 75 90
106 90 154 60 136 76 90
52 45 71 30 67 37 45
315 270 450 180 405 225 270
15% 11% 20% 8% 18% 10% 12%
£ £ £ £ £ £ £
11.28 11.28 9.96 11.75 11.80 12.80 12.28
£ £ £ £ £ £ £
3,553.20 3,045.60 4,482.00 2,115.00 4,779.00 2,880.00 3,315.60
£ £ £ £ £ £ £
67.00 75.00 60.00 77.00 75.00 74.00 74.00
£ £ £ £ £ £ £
21,105.00 20,250.00 27,000.00 13,860.00 30,375.00 16,650.00 19,980.00
83.19% 84.98% 83.43% 84.76% 84.99% 83.43% 83.43%
Kimono Total
R08
22
45
46
22
135 2250
6% 100%
£
12.59
£ £
1,699.65 25,870.05
£
87.00
£ £
11,745.00 160,965.00
85.55%
R09 R10
44 80
89 163
88 162
44 80
265 485 750
35% 65% 100%
£ £
25.15 23.68
£ £ £
6,664.75 11,484.80 18,149.55
£ £
120.00 112.00
£ £ £
31,800.00 54,320.00 86,120.00
79.05% 78.87%
£
44,019.60
£
247,085.00
Bottoms
Total Total
ASSORTMENT PLAN
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3000
6.0 USE AND DISPOSAL
FUNCTION
T
he function of the REGEN clothing line is to make the everyday female feel empowered while giving her piece of mind in the quality, craftsmanship and sourcing of her clothing. Work and leisure garments are to be worn comfortably and fashionably throughout our customers’ everyday life
CARE INSTRUCTION
F
or the best use of our garments we highly recommend hand wash, steaming occasionally for wrinkles and machine wash (6 times maximum per year) when hand wash cannot be achieved. Due to the minimal environmental impact used in our manufacturing, we hope our customer will continue this throughout the use and lifecycle of our garments. Unlike pure cotton, our Milk Fabric maintains higher levels of freshness while being worn, reducing the need for regular washing.
DISPOSAL
A
fter our customers are finished with their product and do not foresee themselves wearing it anymore we will offer the option to send their clothing back to us and we will resource the fabric into blankets that will be donated to orphanages and women homes in need throughout the UK. We have connected to organizations such as Shelter, Women’s Refuges UK, a matter we feel strongly about in our mission to empower women.
A
s a sustainably responsible company, we also encourage our customers to donate clothing that can still be worn to organizations such as the British Red Cross or Salvation Army UK. Overall, our goal is for our clothing to be used in the most sustainable fashion througout its lifetime. (See Appendix in section 6.0)
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7.0 GARMENT LIFE CYCLE IMPACT MEASUREMENT
T
o measure the milk fiber impact we used the Nike Index assessment, choosing the fiber most similar to ours which was silk. After research we found silk to be the most comparable to milk fiber due to its soft hand, natural lightweight, washability and stable temperature of 200 degrees Celsius The milk fiber has also passed the B2 standard flammability test and is resistant to UV rays (Advanced Textiles Source).
NIKE INDEX Material Milk Fiber
Chemistry Total 34.5
Energy/CO2-eq Total 13.2
Water/Land Use Total 9
Waste Total 7
Total Material Score 63.7
O
ur main goal is to minimize waste in two different phases that our production may impact during manufacturing and post-consumer usage. 1. We believe that it is important to minimize the amount of product thrown away after usage and that every time less products are filling landfills. 2. We want to reduce the amount of resources used during manufacturing and producing our fiber.
T
he milk fiber protein is dewatered and skimmed milk which goes through the process of wet spinning by means of bio-engineering technique. It can be spun purely or spun with silk, cotton, wool, and other fibers (Swicofil).
T
he amount of resources used for the milk fiber production is minimal. First, it only requires a maximum of two liters of water consumption to make 2 pound of fabric during the processing time, without accumulating any additional raw materials and waste, while the production of cotton uses 10,000 liters of water to make the same amount. Additionally, it is produced at only 80 degrees Celsius which saves energy, and is a biodegradable textile which reduced landfill space.
F
urthermore, the whole manufacturing process takes about one hour without using pesticides and other toxic chemicals as it is being used for the production of other fibers (The Triple Helix Online). (See Appendix in section 7.0)
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8.0 BRANDING AND MESSAGING
32
R
egen’s package design focuses on being sustainable and eco-friendly. Instead of creating a hangtag, which in most cases will be thrown away by customers after receiving their products, we have put all necessary information on the shipping box and created a hanger form in advance. This allows consumers to actually use a cardboard hanger with all garment information directly printed on it that come from the shipping container.
REGEN
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Ariel Way, London W12 7GF, United Kingdom
44 20 3371 2300
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Oudulin Chen
Oudulin Chen
www.regencloth.co.ukw
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CONSUMER EDUCATION & ASSOCIATED COSTS
A
key part of REGEN’s success will be educating the customer in the high quality fabrics used, the local sourcing and manufacturing, the care for the garments, as well as our offer in assisting with disposal. To make sure all of these factors are addressed successfully there has been special packaging developed for our clothing that will be printed with all of this information. This innovative packaging not only matches our companies aesthetic but also piques the customer interest. We also plan on broadcasting these messages across all channels of social media while also having parts of the company website dedicated to showing our sustainable commitments and transparency to our customers.
UNIQUE PACKAGING BOX: £0.47 (5in *5in *12in) COCKTAIL EVENT IN STORE: £14.00 /per person (See Appendix in section 8.0)
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9.0 CONCLUSION
T
hrough the use of Milk Fiber in our clothing we hope to show our consumer that sustainability clothing isn’t just good for the environment, it is also good for their health, wellbeing, and their closet. Our commitment to connecting with our customer on an intimate level speaks in every step of production from sourcing the fabric, all the way to packaging and disposal.
R
EGEN is a company that will always commit to sharing the values of our customers by caring for our bodies, our community, and the world around us. By paying attention to every small detail and how our company can affect our environment in a positive manner we hope to do our part in changing the way consumers purchase their goods and how companies conduct business from start to finish. We hope to be constantly encouraging consumers not to just buy sustainable but to commit to sustainability as a way of life.
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WORK CITED Afordable Catering Services in Essex: Fabulous Food at Affordable Prices. Web. http:// www.aforderblecatering.co.uk/index.asp “Apparel and Footwear in the United Kingdom”. Euromonitor International. 14p. Print. 08. Apr. 2014. “Apparel Consumers in the United Kingdom.” Global Lifestyle Monitor. Web. 2014. http:// lifestylemonitor.cottoninc.com/apparel-consumers-in-the-united-kingdom/ “Average income of female employees”. Map of average female salary in Britain. Web. 2010. http://www.gbmaps.info/income-maps/average-female-income.html Bevis Eileen, Holmes Lisa. “Four Consumer Types to Optimize Marketing Strategy”. Euromonitor International . 18 p. Print. 07. Mar. 2014. “What To Do with Clothing & Textiles”. Recyclenow. Web. http://www.recyclenow.com/ what-to-do-with/clothing-textiles Dewhirst. Web. 2 Feb. 2015. <http://www.dewhirst.com/en/products/womenswear/casualwear/>. EBSCO. Web. 13 Feb. 2015. <http://0-web.b.ebscohost.com.library.scad.edu/ehost/ pdfviewer/pdfviewer?sid=844cd3e3-eb5f-4a54-9d72-60d67de07424@sessionmgr113&vid=0&hid=115>. “Estimating Fabric Yardage Needs for Common Misses Garments.” Web. 15 Feb. 2015. <http://www.dummies.com/how-to/content/estimating-fabric-yardage-needs-for-common- misses-.html>. “Estimating Thread Consumption.” Amefird. Web. 15 Feb. 2015. <http://www.amefird. com/wp-content/uploads/2012/09/Estimating-Thread-Consumption-.pdf>. “EU Textiles and Clothing Sector: Location Decisions.” Emcc, 1 Jan. 2008. Web. 2 Feb. 2015. http://eurofound.europa.eu/sites/default/files/ef_files/pubdocs/2008/48/ en/1/ef0848en.pdf “From Milk to QMilch: Creating an Environment Friendly Textile Fiber.” 30 July 2012. Web. 15 Feb. 2015. <http://triplehelixblog.com/2012/07/from-milk-to-qmilch-the-creation-of-an-environment-friendly-textile-fiber/#sthash.TlPggjUO.dpuf>. “Hush.” Web. 5 Feb. 2015. <https://www.hush-uk.com/>.
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“James Perse Designs.” Ecouterre. Web. 4 Feb. 2015. <http://www.ecouterre.com/jamesperse-designs-the-cove-t-shirt-to-save-the-dolphins/james-perse-the-cove-tshirt-4/>. “James Perse.” Web. 4 Feb. 2015. <http://www.jamesperse.com/>. “Joseph.” Web. 5 Feb. 2015. <http://www.joseph-fashion.com/>. “Luxury Goods In The United Kingdom”. Euromonitor International. 15p. Print. 01. Dec. 2014. “Make It from Milk.” 12 Nov. 2013. Web. 15 Feb. 2015. <http://advancedtextilessource. com/2013/11/make-it-from-milk/>. “Material Assessment Tool (MAT) Scores Matrix - Expanded.” NIKE. Web. 20 Feb. 2015. <http://www.nikebiz.com/Pages/Documents/MATScoresSummaryExpanded.pdf>. “Milk Fibers: Daring to Innovate. Kpmg. Web. 25 Feb. 2015. <http://www.kpmg.com/BE/ en/milk-fiber/Documents/Milk-study-8-10-2013.pdf>. “Polo Ralph Lauren.” Web. 4 Feb. 2015. <http://www.ralphlauren.com/home/ index.jsp?utm_source=PaidSearch&utm_medium=Google&utm_campaign=Google-B-Polo-Exact&utm_term=polo ralph lauren&ep_mid&ep_ rid&002=2502554&004=8418620237&005=66413460&006=58406768597&007=Search&008&025=c&026&gclid=CjwKEAiAsJanBRCgnpfa0orvyz4SJA AbxEq-P3m0GgJi7CfJrRIaMDHL46q0Y5VyISPrPC_wnPcXPBoCgfDw_wcB>. “Ralph Lauren Realizes Sustainability Gains.” Green Retail Decisions. 19 June 2014. Web. 4 Feb. 2015. <http://www.greenretaildecisions.com/news/2014/06/19/ralph-lauren-realizes-sustainability- gains>. “Public Relations Director Salary (United Kingdom). PayScale. Web. 10. Dec. 2014 http://www.payscale.com/research/UK/Job=Public_Relations_(PR)_Director/Salary “Stella Mccartney.” Web. 5 Feb. 2015. <http://www.stellamccartney.com/us>. “Sunspel.” Web. 4 Feb. 2015. <http://www.sunspel.com/us/?gclid=CjwKEAiAsJanBRCgnpfa0orvyz4SJAAbxEq-TgWMJbmtvRn8XvCyO9_xR0pg7VDbsEXG0U1Vbcm_RRoCU6jw_wcB>. Swicofil. Web. 2 Feb. 2015. <http://www.swicofil.com/>.
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“The Circular Textiles Program.” Web. 25 Feb. 2015. <http://www.circle-economy.com/ projects/sector/circular-textiles-program-2/?gclid=Cj0KEQiA37CnBRChp7e-pM2Mzp0BEiQAlSxQCBYBPc3G_ch-v_eoWuCcJ0z4Z3lAp2fhC6zm9YUCjj8aAtp48P8HAQ>. “THE MARKET FOR ETHICAL AND SUSTAINABLE FASHION PRODUCTS.” Ethical Fashion Forum, 1 Jan. 2011. Web. 2 Feb. 2015. <http://source.ethicalfashionforum. com/assets- uploaded/documents/Market_for_sustainable_fashion_Briefing. pdf>. “The Row.” Saks Fifth Avenue. Web. 5 Feb. 2015.<http://www.saksfifthavenue.com/main/ WorldOfDesigner.jsp?FOLDERfolder_id=2534374306602835&PRODUCTprd_ id=845524446697612&site_refer=360i G&kw_refer=the row>. “The Value of the Uk Fashion Industry.” Web. 2 Feb. 2015. <http://www.ukft.org/documents/industryinformation/The Value of Fashion.pdf>. The Westfield Village. Web. 21 Feb. 2015. <http://uk.westfield.com/thevillagelondon/>. Thread consumption: http://www.amefird.com/wp-content/uploads/2012/09/Estimating-Thread- Consumption-.pdf “United Kingdom Demographics Profile”. Web. 23. Aug. 2014 http://www.indexmundi.com/united_kingdom/demographics_profile.html “Vince.” Web. 4 Feb. 2015. <http://www.vince.com/page/home>. “White Warren.” Web. 4 Feb. 2015. http://www.whiteandwarren.com/?mkwid=sAJN6wteE&crid=60894591865&mp_kw=white%20%20and%20warren&mp_mt=e&pdv=c&gclid=CjwKEAiAsJanBRCgnpfa0orvyz4SJAAbxEq-SxEWTZ-_C7boV3_gzmSkp2VtbIbHRcpSriAOsWO9rBoChuvw_wcB “Women’s refuges”. Shelter England. Web. 30. June. 2014. http://england.shelter.org.uk/get_advice/homelessness/emergency_accommodation_if_homeless/womens_refuges
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10.0 APPENDIX
Section 4.0
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SUPPLY CHAIN INSIGHTS
CONSUMER APPAREL MARKETS
GLOBAL LIFESTYLE MONITOR: THE UNITED KINGDOM CONSUMERS ON SUSTAINABILITY AND APPAREL IMPORTANCE OF SUSTAINABILITY IN APPAREL PURCHASES While sustainability is not a primary purchase driver among British consumers, they expect clothing to be made using sustainable practices and with natural fibers like cotton.
5%
WHO DO BRITISH CONSUMERS HOLD ACCOUNTABLE FOR NON-SUSTAINABLE APPAREL?
38%
Fiber Producer
Manufacturer
17%
Fiber content label
18% Garment hang-tag
13% Seals or certifications
Store
20%
Themselves
Brand
HOW DO CONSUMERS DETERMINE WHETHER A GARMENT IS SUSTAINABLE?
21%
15%
53%
12% Packaging
Do not try/ don't know
HOW DO CONSUMERS DISPOSE OF GARMENTS THEY NO LONGER WEAR? Donate to charity
61%
39% Say environmentallyfriendly is important in their apparel purchase decisions
Like their German and Italian counterparts, British consumers say that 100% cotton is the marketing term that is more likely to influence their clothing purchase decisions when compared to other sustainability terms.
51% 46% 40% 40% 40% 40% 39% 38%
100% cotton Natural Fair trade Ethically-sourced Made locally Made in the USA Sustainable Environmentally-friendly
CONSUMER RANKINGS OF FIBERS AS SAFE FOR THE ENVIRONMENT % of British responding "yes"
36%
34%
Polyester
79% Cotton
Sell them
34%
Throw them away
Say they seek out environmentallyfriendly clothing
MARKETING TERMS THAT ARE VERY OR SOMEWHAT LIKELY TO INFLUENCE CONSUMER APPAREL PURCHASE DECISIONS
Nylon
10%
23%
33% Rayon
Lycra/ Spandex
10%
For more information about making a commitment to responsible global cotton production practices, visit www.cottonleads.org
Re-use or use them in a different way
7%
Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor Survey, a biennial consumer research study. In the 2014 survey, approximately 10,000 consumers (i.e., 1,000 consumers in 10 countries) were surveyed. External Source: Euromonitor International1
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INFO: MARKETINFORMATION@COTTONINC.COM
LIFESTYLEMONITOR.COTTONINC.COM
© 2014
IN S I G H T S SUPPLY CHAIN
CONSUMER APPAREL MARKETS
GLOBAL LIFESTYLE MONITOR: THE UNITED KINGDOM
Price-conscious British consumers say that they are paying more money and getting less value from their clothing. Understanding apparel shoppers’ price, quality, and sustainability expectations is essential for brands and retailers to enhance sales and remain competitive.
APPAREL SPENDING IN EUROPE: 2013 VS. PROJECTED SPENDING IN 2020 UK
2013 2020
£60
£60.2
4.7%
£55 £50
GERMANY
13.4%
£65
POUNDS (IN BILLIONS)
ITALY
£53.1
£45
-2.2%
£49.1 £51.4
£50.2 £49.1
£ 40
Consumer apparel spending in the United Kingdom is projected to grow by 13.4% (60.2 billion in 2020, up from 53.1 billion in 2013) and is estimated to outpace growth in both Italy and Germany in 2020.1
KEY TRENDS AMONG BRITISH CONSUMERS 100% Cotton
RNS
CONCE
UK consumers continue to become more priceconscious shoppers by shopping at lower priced channels, shopping on sale, planning purchases, and shopping less often.
Experiences with performance issues like wear and tear, pilling, and stretch recovery may be why most consumers are bothered by fiber substitution away from cotton.
Quality is a primary driver for apparel purchases, but most UK shoppers say they are paying more and getting less value from their clothing.
COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL LIFESTYLE MONITOR SURVEY
UK shoppers look to fiber content labels to determine whether a garment is sustainable and they continue to see cotton as the safest fiber for the environment.
© 2014
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51
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INTERVIEW Q1: How often do you wash your garments? Q2: By using dry clean, machine wash and or wash, which one do you prefer? Q3: For the garments you donâ&#x20AC;&#x2122;t want to wear anymore, what will you do for disposal? Interviewees: Aining, Amie, Bettany, Christina, Harry, Kim, Leo, Linda, Lora, Qing, Sherry, Will, and Xiao. We have interview a group of people who live in UK about how they deal with their garments. The result shows that large percentage of our interviewees are using machine washing or dry clean about once to twice a week. Furthermore, about 54% of them usually donate the garments for disposal; 20% of the group mentions that they will keep the garments even they will not wear it again, but they might find the garments some other function; and the rest prefers to throw
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Section 5.0
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60
Quotation FAO
Jiamin
Client
-
Quote No.
P48728
Date
26 February 2015
From
Jim Garven
Description Style
Twisted Handle Kraft Paper Bags
4 Colour Process
Size
240 (w) x 90 (g) x 320 (h) mm
Material
120gsm Smooth Brown Kraft Paper
Handle
2 x Twisted Paper Handles
Artwork
Supplied
Proof
Quantity/Price
5000 @ £274.00 per 1000
Origination
Printing Plates £25.00 per colour
Qty Tolerance
+ / - 10% Chargeable
Delivery
Delivery to One UK mainland address: £55.00 3-4 weeks from approval of proof
Terms
First Order may require 100% Pro-forma All prices are exclusive of V.A.T and will be charged at the current rate Our standard Terms and Conditions which apply to this invoice are available on request All orders are subject to a quantity tolerance of plus or minus 10% All quotations are subject to sight of artwork. This quotation is valid for 30 days.
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Section 6.0
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Section 7.0
73
Section 8.0
74
CARDBOARD BOX COST (5in*5in*12in) NAME FRANK LABEL
QUANTITY
PRICE
1.5
Singel wall card board
1
Recycled white tissue paper(S)
1
TOTAL
web
0.01376 http://www.rajapack.co.uk/packaging-labels/printer-labels/franking-labels_PDT07585.html 0.42 0.016645 http://www.tinyboxcompany.co.uk/p/580780/recycled-white-tissue-paper---480-sheets-s.html 0.45
Paper bag cost (24cm*9cm*32cm) bag body
1
0.274
single color printing
0.005
shipping
0.011
TOTAL
0.29
75
REGEN