Executive Summary About the Brand Target Market Distribution Market Size Current Trends Competitive Landscape Analysis Competitive Analysis Current Sourcing Practices Current Distribution Channels Factors Driving Future Growth Demographics Psychographics Shopping Habits Current Garment Lifecycle Mood/Inspiration Why Plastic? Up-cycled fabric process Sourcing Line Sheet Product Assortment Plan Function Care Instruction Disposal Impact Measurement Branding Website Conclusion Appendix
index
03 04 05 06 07 08 09 10-12 13 14 15 16 17 18 19 20-21 22-23 24 25 26-27 28-29 30 31 32 33 34-35 36 37 38-73 www.flux.com
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In this project we address the environmental impacts of fashion and identify where improvements can be made. We have created a company that uses a sustainable approach in order to reduce these impacts. Through market research we determined what areas of the fashion industry are most promising, and where there is still opportunity for new business and profit within these areas. Research and analysis of our customer led us to determine what products are in highest demand, why these consumers are interested in these products, what they wish was better about these products, and how we can produce our products accordingly to best serve our customers based on what they are willing and able to purchase. We have determined a range of solutions to reduce environmental impacts of our products especially within the product development and sourcing practices. We have also explored how to reduce the footprint of our products in the use and disposal stages and how we can encourage our customers to use the suggested care and disposal methods throughout the garment life cycle. We created branding and messaging that indicate what types of products we are selling, the quality of these products, and how these products are made to match the consumer expectations for branding and messaging for our specific product category.
executive summary
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Flux is a sustainable athletic wear brand for the active woman. It is a “work to gym� line and will include pieces that are versatile, chic, sporty and comfortable. Vision: We hope to change the fashion industry by using recyclable materials to produce a garment with an endless life cycle. Mission: We aim to provide fashion forward multi-functional active wear using a sustainable approach. Values: With our collaboration we hope to create an innovative eco-friendly product while providing our customers with honest solutions.
About the Brand
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The Flux girl values being ecofriendly, living a healthy lifestyle, maintaining strong relationships with friends and family, and supporting the arts. She is an extrovert, optimistic, friendly, hard-working, and creative. She feels strongly about recyling and eating organic, non-processed foods. She lives a fast paced lifestyle in a big city.
Target Market
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Flux’s main headquarters will be located in New York City to serve as a warehouse, quality control center, distribution center and home office. This location will enable Flux to easily make appointments with buyers or be represented in showrooms during key market periods. Flux will host our own e-commerce platform for point-of-sale, along with product and brand information. A visual lookbook will also enhance the customers experience on our website, and help create a distinct brand identity. Even though our products will be available to shop through our online site, a majority of sales will occur through third party vendors. By taking advantage of well-established entities, such as Barney’s and Nordstrom, we will be able to spread brand awareness without the initial startup costs of a traditional brickand-mortar store. Net-a-Porter, the luxury online retailer, would also be a key venue we hope to attain in the future through their recently launched sister division called Net-a-Sporter. Utilizing these chain department stores and specialty retailers with established omni-channel distribution allows for Flux to focus on the product integrity and garment lifecycle while gaining maximum exposure.
Current Distribution channels
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According to data collected by Euromonitor International, the US Apparel Industry, including women’s apparel, is showing a steady rise in market size. In 2013, the Retail Sales Value for the market was $298,862.5 million. This value increased to $301,443.6 million in 2014. Based on historic trends in the industry, the size of this market is forecasted to continue to grow to a value of about $319,538.8 million by 2018 (Euromonitor International). A recent article published by The Business of Fashion specifically discusses the rise of activewear on the streets as the norm in style capitals globally. The article notes that according to the publication Yoga Journal there has been a 29 percent increase in the number of Americans practicing yoga from 2008 to 2012. Additionally, this lifestyle trend has spurred an increase in “specialty exercise classes, including SoulCycle, CrossFit, Pilates, and ballet-inspired courses” (Sherman). The rise in athletic activity and the wearing of athletic wear for more than just the gym is causing an increase in demand by consumers for athletic wear. From this information we can conclude this is a good industry to become a part of as there is still ample room for growth and improvements of what is currently offered.
Market Size
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Over the past few years sports and active wear has begun to re-shape fashion. In a 2013 review from the online database WARC, it states that sports and active wear grew at twice the rate of the wider apparel market, in the U.S. alone it is said to have grown $225 billion (Sports Participation). Statistics also show that high end active wear is making its mark in fashion, with athletic apparel beginning to double as daywear with a growing number of consumers which is a huge new niche and unique characteristic in the market (Sports Participation). With a growing population interested in health and fitness, the new trend is moving and adapting toward transitional products, textiles, and treatments that are part of a huge movement toward easy styles that can be transformed. With this trend also follows the new conscious consumer. Whether it is buying organic foods, or shopping locally, buying habits have begun to change within the past couple years with a new consumer who is trying to drive away from an unhealthy lifestyle, fashion included (Seymour). Fast fashion has created a whole new realm within the fashion industry that has begun to show its true colors within the media. Educating consumers on how fast fashion and buying habits have begun to take a toll on our environment and social responsibilities has created a consumer who wants to extend this fashion lifecycle and buy based on quality versus quantity. Although it is not a huge following, the conscious consumer trend is continuing to grow.
Current Trend
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Fashion-Forward
Eco-Friendly
Non-Sustainable
Basic
Competitive Landscape Analysis
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LULULEMON is an active wear STELLA MCCARTNEY FOR ADIDAS is a sustainable active
wear line that offers all women’s active wear product categories as well as swimwear, bags and yoga mats. The prices range from about $30 to $250 and the aesthetic is very fashion forward and sporty (Adidas).
brand specializing in apparel for yoga. This sustainable company has a partnership with Bluesign to ensure progress toward less waste, contamination, and emissions in the production process. They also have a sustainable code of ethics with factories and recycle excess goods and materials for use in other products. Their products, which range from $42 to $298, include all women’s active wear clothing items, underwear, bags, yoga mats, and water bottles. The aesthetic for this brand is laid back, cozy, and natural (Lululemon).
Competitive analysis
NIKE is making strides towards becoming a
sustainable brand, but currently only offers 114 products made of recycled materials and dyed with their Colordry waterless dyeing technique. Other sustainable efforts include recycling old sneakers into new ground surfaces such as turf on soccer fields. Their women’s active wear products include all articles of clothing, bags, hats, water bottles and more. They reach a large variety of customers with price points ranging from $14 to $300 depending on the quality and style. Nike’s apparel is typically sporty with bright colors paired with dark neutrals, pops of neon, and some prints (Nike). www.flux.com
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H&M CONSCIOUS is a portion of the
ORGANIC BY JOHN PATRICK is an eco-friendly line that sources only organic materials and suggests an eco dry cleaning process to care for the clothes. The products include daywear tops, bottoms, sweaters, outerwear, slips, and skirts. The price points are $70 to $495 and the aesthetic is laid back, cozy, oversized, and simple (Organic by John Patrick).
H&M brand used as a starting point for this brand’s move towards sustainability. This line only sources organic or recycled cotton. They also promote sustainability through the entire product development process outside the materials by using electricity generated from as many renewable resources as possible, increasing in-store electricity efficiency when possible, and more. They also have a garment collecting program to recycle old clothes. The price points are affordable ranging from $7.95 to 199. Most of the styles offered are basics, but there are some funky, colorful, fashion forward pieces as well (H&M.
G-STAR RAW is a daywear brand with a sleek,
minimalistic, dark aesthetic. The brand is known for its predominant use of recycled polyester. Sometimes the materials include a cotton/ polyester blend. The brand is increasing the use of organic cotton versus regular cotton in these instances as far as sustainable efforts. Their product categories include jackets, tops, tees, knitwear, jeans, pants, shorts, skirts, dresses, and underwear and prices range from $22.50 to 660 (G-Star RAW).
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LIVE THE PROCESS is
a non-sustainable active wear brand with products ranging from $108 to $353. The products offered include unitards, leotards, tops, leggings, shorts, tees, and outerwear. The aesthetic is feminine, edgy, and fashion forward (Live the Process).
TEEKI is a sustainable activewear and yoga
line with apparel made primarily of recycled plastic. Their printing process is safe for the environment and the workers. They only offer tank tops, yoga pants, and shorts, but the price points are very affordable ranging from $38 to $82. The aesthetic is bohemian and includes wild prints (Teeki).
COMPETITIVE ANALYSIS
ALEXANDER WANG is a non-
sustainable luxury brand. Care instructions for the products in this require the use of harmful chemicals through dry-cleaning. The product categories offered for this daywear line are tops, bottoms, dresses, jackets, jeans, shoes, and bags. The high price-points are relatively high ranging from $195 to $1,095 and the aesthetic is edgy, wild, and dark (Alexander Wang).
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After the deadly collapse of a clothing factory in Bangladesh, companies are now taking action in becoming more ethical and humane when manufacturing and sourcing products. In the case of a large company such as H&M, they are becoming more sustainable and ethical by sourcing from suppliers who sign their code of conduct before producing anything for H&M. They have auditors that make sure the factories overseas are complying with the code of conduct, and have training programs to help them follow their rules. H&M’s primary focus when sourcing is on their strategic suppliers that have a balance between price, lead time, and compliance with the code of conduct, quality, and sampling (Our Supply Chain). Another one of our competitors, Teeki, sources from California and are proud to manufacture in the United States. Teeki is able to confidently say their product has a smaller carbon footprint because they are manufacturing locally, and can easily monitor their manufacturers to make sure they abide by safe, fair, and humane legal work rights. Throughout Teeki’s supply chain they abide by all local, state, and national laws for manufacturing (Sustainablity). Additionally, our competitor Nike, has been a huge influencer in sustainable sourcing practices in the world of athletic wear. Nike’s list of supplier sources are completely open to the public via their website. Nike is the first completely transparent company in the industry to provide a complete list of factories to consumers that create Nike brand products. An interactive map is available on the Nike website that allows the consumer to click on a country and see exactly what factories are being utilized in specific cities (Sustainable Business Report).
Current sourcing practices
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Active wear is sold through a number of venues in order to reach all potential customers. The retail channel is sold directly through the company to the consumer through brick-and-mortar stores (Adidas AG). However, most companies also occupy an e-commerce platform as well, which provides the customer with 24/7 access to the product. The second distribution channel includes a retailer as an intermediary between brand and the customer. This wholesale venue allows for active wear products to be sold through outlets which align with the core values such of the target customer as premium yoga studios, health clubs and fitness centers (Lululemon). These premium wholesale locations offer an alternative distribution channel that is convenient for the core consumer, enhances the brand image, and doesn’t require the acquisition of a physical store.
Many of our competitors promote their brands through traditional forms of advertising, such as print media and television commercials, and through celebrity endorsements, and have substantial resources to devote to such efforts (Elberse). This allows them to achieve and maintain brand awareness and market share because of an established brand awareness (Lane). Moreover, our competitors also have the means to increase sales in their new and existing markets by emphasizing different distribution channels, such as investing in omnichannel retailing or an extensive franchise network, as opposed to distribution through solely an e-commerce platform and wholesalers.
Distribution
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With sustainability now completely permeating the apparel industry, consumers are now concerned with knowing where their products are actually sourced and manufactured. The plethora of information on the topic as well as the widespread broadcast of malpractices leaves the ultimate buying decision in the hands of the customer. We use business to inspire and implement solutions to the environmental crisis, by turning plastic pollution into the solution. Creating a sense of resolution through ethically sound products will not only add value, but add to the product’s desirability. Our reliance on third-party suppliers to provide fabrics and manufacturers to produce our products could cause potential problems in our supply chain. We operate in a highly competitive market and the size and resources of some of our competitors may allow them to compete more effectively than we can. With eco-friendly products now permeating the apparel industry we will have to maintain our integrity and honesty. If not, Flux could potentially risk a loss of our market share and a decrease in our net revenue and profitability. The intense competition and the rapid changes in technology and consumer preferences in the markets for athletic apparel constitute significant risk factors to our operations alone (Lululemon).
Factors driving future growth
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Flux’s target consumer comes from a wealthy household, and makes around $90,000 a year. She is between 25 and 44 years old with a masters or higher education level. She has worked her way up to a management level position, however still makes time for her family. She lives in an urban, fastpaced environment and rents her apartment. The flux girl is ethnically diverse, ranging from caucasian, asian, and hispanic. (Zip Code Look Up)
demographics
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Millennials values and attitudes are based on living in urban social areas, participating in sports, living healthy lifestyles, and being tech savvy, along with constantly connected on social networks. This has created consumers who rely heavily on faster lifestyles. They value and desire to live in areas that relate and provoke creativity and authenticity. Millennials are very socially oriented and prefer to live in cities. Connecting socially is greatly valued as well as preferring to be environmentally conscious. They like to live close to shops, restaurants, and offices, so they don’t have to rely on vehicles for transportation (Urban Consumers in High-Density Cities). Participating and being more environmentally sustainable as well as living an all around healthier lifestyle has grown to be key to consumers culture and habits. A continuous growth for consumers devotion to putting more time and money into engaging in sports has developed an even bigger rise within sportswear (Sports Participation). Sportswear doubling as daywear has also found its own niche of consumers who like to be comfortable while working out as well as stylish (No Middle Bridging Timelines). It is essential for Millenials to have a connection to the brand they are buying from, and can be achieved by peaking their interest with sustainability (Kurz, Christian, Carlos Garcia, and Jo McIlvenna).
psychographics
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Millennials have immersed themselves in being reliant on technology, both for work and recreational purposes (Mobile Cocooning). The new hybrid consumer is often described as a schizophrenic consumer, who wants to spend on luxury items, but also save on a budget. With the rise of social networking, it has increased purchasing power with Millennials growing up with the shift toward online shopping. Convenience and instant gratification are buying decisions that greatly influence Millenials shopping habits (The Shopper of the Future). They also rely heavily on user generated reviews. The “touchscreen generation” has made smart devices an essential part of their every day life and buying habits (Rousselet). Seamless shopping experiences across all channels are a necessity with the new growth of smart phones and technology (Newell). Although many Millenials online shop, there is still an even greater yearn for personalization with a shopping experience. They believe that a brand’s social networking is a direct reflection of the brand’s aesthetic and core (Trends Snapshot). Millennials also use social media to create awareness and take action. Conserving and protecting the environment are very important causes they stand behind.
shopping habits
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Raw Materials
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>> Manufacturing Process
End of Life
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At the end of the garment life cycle consumers are encouraged to send garments back to Unifi’s headquarters to be recycled.
Garment Care
garment lifecycle
>>>
All of Flux’s garments should be hand washed and air-dried. This is to save energy as well as to keep the garments in good condition.
Flux uses up-cycled polyester fabrics made from recycled plastic. Repreve is a leading company in the industry today that creates up-cycled recycled fibers. Unifi, a U.S global leader in sustainable textile solutions, manufactures all of the fibers for Repreve.
Transportation
To create the Repreve polyester fibers an intense process occurs. The end product is fully recyclable and harmfree, however, the formation of Repreve chip does contain toxic contents, such as the melting process.
Flux is committed to manufacturing all of our products in the United States. The transportation of goods will be delivered by truck. In order to decrease the carbon foot print Flux is in constant communication with the manufacturers to make sure all of the goods are transported efficiently.
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mood/inspiration
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“We’re the big brained animals on this planet and we’re putting everything in danger because we don’t really understand the planet as a whole, and human beings, through our consumption and our waste, are messing with the system.” -Graham Hawkes A recent study by PLOS ONE journal approximates that there are 270,000 tons of plastic floating in oceans. The current quantity of plastic floating oceans across the world is enough to load over 38,000 garbage trucks and growing by the day (Tellez). The recent study is the newest in an emerging field in which researchers try understanding better how much synthetic material is getting into the oceans and just how this material is affecting seabirds, the marine ecosystem and fish. The biodegration process is started by the sun which splits the plastic into 5 trillion mini pieces of 1/4’’ or smaller (Vortex). When these organisms unknowingly ingest plastic toxins, they are entering the food chain that we happen to be at the top of. Therefore, these plastic toxins will eventually make their way into our digestive track. The health of ourselves and our planet alone warrants our attention. However, if we fail to clean up the plastic and stop the continued pollution of the oceans, we will be facing the potential extinction of many sea life species and the interruption of the entire eco-system.
why plastic?
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Polyester is a commonly used activewear textile by leaders in the activewear industry including Nike, Adidas, and Reebok, because of its fast-drying capabilities and consequently its ability to be comfortable for the wearer for long periods of time (Johnson). Polyester and polyamide (nylon) are made from the nonrenewable resource, crude oil (G-Star). The process of polyester production includes “refining the oil, breaking it into chemicals, and creating the polyethylene terephthalate polymer (PET), which is then extruded and spun into polyester fibers” (textile exchange). This process of turning oil into synthetic products requires large amounts of energy and water (G-Star). According to the most recent study performed by the US Environmental Protection Agency, about 32 million tons of plastic waste is generated annually, almost half of this waste is generated by the US alone, and only “9 percent … [is] recovered for recycling” (EPA). 40 to 45 percent of global annual fiber production is polyester fiber production (textile exchange). Therefore, sourcing materials for a portion of that polyester production with recycled plastic rather than manufacturing virgin fibers would reduce the contribution of plastic waste to landfills and reduce the amount of waste generated in the fiber manufacturing process by eliminating the initial crude oil to PET step. While the technique used to recycle plastic bottles into polyester fibers still requires melting, the CO2 emissions put out from this process are significantly lower than those transmitted from crude oil transformation process (G-Star).
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--->
Cutting waste sent back to Unifi for recycling
--->
---> Products that have reached their end life are stripped of nonrecyclable components and sent back to Unifi for recycling
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---> Recyclable components are returned to Unifi to be mechanically recycled into Repreve chip and fiber
--->
---> Fabric waste sent back to Unifi for recyling
Manufacturers cut and sew the fabric into various consumer products. (8-15% of cutting waste)
--->
Collected waste is ground, chopped, melted, and re-formulated into REPREVE chip
--->
--->
The REPREVE recycled polyester chip is extruded and textured into fiber
--->
---> --->
--->
--->
>
Post-consumer and post industrial waste are collected and re-cycled
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--->
Finished products are purchased and worn by the end user
Source: Recycled Performance Fibers
up-cycled fabric process
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For our products we will be using all Repreve sustainable fibers manufactured by Unifi. Repreve’s company started with one major idea: to make Repreve one of the most earth friendly fabric ingredients in the world. Through traceable, transparent, and sustainable choices, Repreve has created fibers to provide customers with sustainable solutions. We will be using Repreve’s Filament polyester fiber which is created from recycled plastic bottles. The fiber is manufactured from Repreve’s partner Unifi, which is then sent to Mill Partners so they can create U.S woven fabrics (Recycled Performance Fibers).
sourcing
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See Cost Sheet in Appendix
line sheet
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See Cost Sheet in Appendix www.flux.com
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See product assortmnent breakdown in Appendix
product assortment
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See product assortmnent breakdown in Appendix
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Flux’s fabric selection is composed of upcycled materials from post-consumer waste. Repreve’s Filament polyester fiber is created specifically from recycled plastic bottles. This recycled fiber not only contributes to a healthier planet, but is also designed with performance functions in mind. Some of which include flame retardant, moisture wicking, comfort and performance stretch, UV protection, color technology, and cotton-like synthetic performance (Recycled Performance Fibers). Flux’s product assortment will provide transitional garments for a dynamic experience with the wearer. The ease of our athleisure line easily translates from the workplace to the gym. This close interaction with the garment for a variety of purposes deepens the connection between the consumer and the brand. For example, The Flux girl can go from sporting our chic leggings with a crop to her morning yoga class and after layer a one of our classic t-shirts and standout jacket to be ready for her bustling commute to work.
function
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r machine o h s a -w d Han w for water. Allo r ld o c in h s wa ang o o either h products t to dry. lay flat ents with garm r d e h is n fi of ou When advantage ve’s e k a t e s a ple Repre program, used supplier ’s ack. Send b e k a T le ti 201 Tex nifi, Inc. 7 U : o t s t n garme sboro, ve. Green A ly d n ie r W. F NC 27410
Our products will be machine washable in cold water and we recommend the users to hang dry our products. Washing clothes in cold water uses less energy than warm water (H&M). Also, because polyester allows water to evaporate easily, it will be convenient for the user to hang dry the products for less energy waste (Johnson). This preferred maintenance method is more eco-friendly and less expensive for the consumers.
y.
sponsibilit
re Wear the
care instructions
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The product will be disposed of through the Repreve Textile Takeback program. At the state of the art Repreve Recycling Center fabrics can be taken at the end of their life cycle and be turned back into fiber. Products are stripped of their non-recyclable components and sent back to Unifi for recycling. Once brought back to Unifi by truck they are mechanically recycled into Repreve chip and fiber. Recycling fabrics is essential to minimize environmental impacts. Some of which include: decrease waste, significant water reduction, and reduced use of chemicals and land. Plus, in turn, we are helping our bioshepere remain in balance.
Disposal
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Nike has developed an environmental impact design tool that helps the design team and the product development team determine the environmental impact for a garment. This is calculated based on the amount of fabric used, the type of materials used, and how the garment is finished. To determine what the impact of our garments will be, we analyzed the impacts of three different fabric combinations we plan to use. For instance, for a 100 percent recycled polyester garment, with a reduced water wash finish receives a waste efficiency score of 58 percent on the Nike Environmental Design Tool. For a garment composed of 50 percent recycled polyester and 50 percent organic cotton, the average efficiency marker for waste score is 52 percent. Lastly, for a garment that is predominantly recycled polyester and about 12 percent organic cotton, the waste efficiency score is 57 percent (Nike).
impact measurement
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Middle Layer
Flux Joggers Retail Price: $
Flux Joggers Retail Price: $125
Made in the USA
Back Layer (front)
branding
Back Layer (back)
Flux: a continuous change, passage, or movement; a flow
Hand-wash or machine wash in cold water. Allow for products to either hang or lay flat to dry.
We strive to bring about this change in protecting and preserving our environment through our conscious garments. Our minimal designs allow for a seamles integration into your lifestyle.
When finished with garments please take advantage of our supplier’s program, Repreve’s Textile Takeback. Send used garments to: Unifi, Inc. 7201 W. Friendly Ave. Greensboro, NC 27410
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Packaging Stickers
Shopping Bag Tissue Paper
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website/applications
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Conclusion
Flux is a company that hopes to encourage their consumers to make responsible purchase decisions. Our company is helping to contribute to sustainable efforts in fashion industry by reducing the use of non-renewable resources, as well as the waste from the production process, and creating garments with a longer lifecycle. We do this by offering upcycled multifunctional products that cater to the active lifestyles of the modern day consumer. Our apparel is high fashion athletic wear that you can wear from the office to the gym. Our high quality, unique products inspire our customers to make the eco-friendly choice in this competitive market place.
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Appendix 2014 Statistics: -U.S Households : 1,542,616 (1.28%) -Median HH Income: $91,183 Lifestyle and Media Traits: -Shop at Bloomingdales -Travel to Asia -Read Dwell -Watch Independent Film Channel -Audi A3 Demographics Traits: -Urbanicity: Urban -Income: Wealthy -Age Ranges: 25-44 -Presense of kids: Family Mix -Homeownership: Mix, Renters -Employment Levels: Management -Education Levels: Graduate plus -Ethnic Diversity: White, Asian, Hispanic, Mix Claritas Prizm
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Sweatshirt Material 50% Repreve Polyester 50% Organic Cotton Trimming Label Labor
Yards
Price
Total
2 $ 6.50 $ 13.00 Qty
Price Total 1 $ 0.30 $ 0.30 13
Shipping Packaging
$ 3.50 $ 1.55
Total Materials Total Trimmings Total Labor
$ 13.00 $ 0.30 $ 13.00
Total Cost Markup Wholesale Price Markup Retail Additional Markup Final Retail
$ 31.35 50% $ 47.03 50% $ 70.54 63% $ 115.00
Content: 50% Repreve Polyester Cost: 4.48 oz/sq yd Yardage: 6.5 yd
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Nordstrom Assortment
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Nordstrom Assortment
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Barney’s Assortment
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E-Commerce Assortment
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E-Commerce Assortment
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Jacket Material 50% Repreve Polyester 50% Organic Cotton Trimming Label Zipper Buttons
Yards
Price
Total
2 $ 6.50 $ 13.00
Quantity
Price 1 $ 0.30 1 $ 1.95 3 $ 0.99
Total $ 0.30 $ 1.95 $ 2.97
Labor
$ 22.00
Shipping Packaging
$ 3.50 $ 1.55
Total Materials Total Trimmings Total Labor
$ 13.00 $ 5.22 $ 22.00
Total Cost Markup Wholesale Price Markup Retail Additional Markup Final Retail
$ 45.27 50% $ 67.91 50% $ 101.86 47% $ 150.00
Content: 50% Repreve Polyester 50% Organic Cotton Style #: 9176 Construction: Woven, Plain Width: 70.87 in Weight: 4.48 oz/sq yd Construction Width Weight
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Jogging pant Material 50% Polyester 50% Organic Cotton Trimming Label Drawstring
Yards
Price 2
Quantity
Total $6.50
$13.00
Price Total 1 $ 0.30 $ 0.30 1 $ 1.29 $ 1.29
Labor
$ 13.00
Shipping Packaging
$ 3.50 $ 1.55
Total Materials Total Trimmings Total Labor
$ 13.00 $ 1.83 $13.00
Total Cost Markup Wholesale Price Markup Retail Markup Final Retail
$ 32.88 50% $ 49.32 50% $ 73.98 69% $ 125.00
Content: 50% Repreve Polyester 50% Organic Cotton Style #: 9176 Construction: Woven, Plain Width: 70.87 in www.flux.com
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LEGGINGS Material 88% Repreve Polyester 12% Spandex Trimming Label
Yards
Price 2
Quantity
Total $7.25
$14.50
Price Total 1 $ 0.30 $ 0.30
Labor
$ 13.00
Shipping Packaging
$ 3.50 $ 2.00
Total Materials Total Trimmings Total Labor
$14.50 $ 0.30 $ 13.00
Total Cost Markup Wholesale Price Markup Retail Additional Markup Final Retail
$ 33.30 50% $ 49.95 50% $ 74.93 44% $ 108.00
Content: 88% Repreve Polyester 12% Spandex Supplier: United Knitting Width: 65 in
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T-Shirt Material 100% Repreve Polyester Trimming Label
Yards
Quantity
Price Total 1.5 $ 6.50 $ 9.75 Price Total 1 $ 0.30 $ 0.30
Labor
$ 9.00
Shipping Packaging
$ 3.50 $ 1.55
Total Materials Total Trimmings Total Labor
$ 9.75 $ 0.30 $ 9.00
Total Cost Markup Wholesale Price Markup Retail Additional Markup Final Retail
$ 24.10 50% $ 36.15 50% $ 54.23 29% $ 69.99
Content: 100% Repreve Polyester Weight 4.2 oz/yd Cost: $3.55/yd
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T-Shirt Material 100% Repreve Polyester Trimming Label
Yards
Quantity
Price Total 1.5 $ 6.50 $ 9.75 Price Total 1 $ 0.30 $ 0.30
Labor
$ 9.00
Shipping Packaging
$ 3.50 $ 1.55
Total Materials Total Trimmings Total Labor
$ 9.75 $ 0.30 $ 9.00
Total Cost Markup Wholesale Price Markup Retail Additional Markup Final Retail
$ 24.10 50% $ 36.15 50% $ 54.23 38% $ 75.00
Content: 100% Repreve Polyester Width: 60 in Construction: Knit circular, Jersey Supplier: Cyberknit Style #: DK4017 Cost: $3.55/yd www.flux.com
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crop top Material 100% Knit Repreve Polyester Trimming Label Labor
Yards
Price Total 1.25 $ 3.35 $ 4.19 1 $ 0.30 $ 0.30 6
Shipping Packaging
$ 3.50 $ 1.55
Total Materials Total Trimmings Total Labor
$ 4.19 $ 0.30 $ 6.00
Total Cost Markup Wholesale Price Markup Retail Additional Markup Final Retail
$ 15.54 50% $ 23.31 50% $ 34.96 72% $ 59.99 Contruction: Knit Circular, double knit Weight: 4.2 oz/yd Width: 60 in
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tank top Material 100% Repreve Polyester Knit Trimming Label
Yards
Price Total 1.25 $ 3.35 $ 4.19
Quantity
Price Total 1 $ 0.30 $ 0.30
Labor
$ 8.50
Shipping Packaging
$ 3.50 $ 1.55
Total Materials Total Trimmings Total Labor
$ 4.19 $ 0.30 $8.50
Total Cost Markup Wholesale Price Markup Retail Additional Markup Final Retail
$ 12.99 50% $ 19.48 50% $ 29.22 71% $ 49.99
Weight: 4.2 oz/yd Width: 60 in Style #: DK4017 Cost: $3.55/yd
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Sports Bra Material 88% Repreve Polyester 12% Spandex Trimming Label Labor
Yards
Price
Total
1 $ 7.25 $ 7.25 Quantity
Price Total 1 $ 0.30 $ 0.30 6
Shipping Packaging
$ 3.50 $ 1.55
Total Materials Total Trimmings Total Labor
$ 7.25 $ 0.30 $ 6.00
Total Cost Markup Wholesale Price Markup Retail Additional Markup Final Retail
$ 18.60 50% $ 27.90 50% $ 41.85 24% $ 52.00
Content: 88% Repreve Polyester 12% Spandex Supplier: United Knitting Width: 65 in
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Sports Bra Material 88% Repreve Polyester 12% Spandex Trimming Label Labor
Yards
Price 1
Quantity
1
Total $7.25
Price
0.3
$7.25 Total
0.3 9
Shipping Packaging
$ 3.50 $ 1.55
Total Materials Total Trimmings Total Labor
$7.25 $ 0.30 $ 9.00
Total Cost Markup Wholesale Price Markup Retail Additional Markup Final Retail
$ 21.60 50% $ 32.40 50% $ 48.60 28% $ 62.00
Content: 12% spandex 2/70/34 Repreve Nylon + Spandex Style #: 70379
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Supplier Style SustainTex LLC 9176
Construction Content Woven, Plain 50% Repreve Polyester 50% Cotton Organic SustainTexLLC ST Micro Woven,Plain 100% Repreve Polyester SustainTex LLC 70379 Knit Circular, 88% Repreve Polyester Double Knit 12% Spandex Cyberknit DK 4017 Knit Circular, 100% Repreve Polyester Double Knit
Width Weight Cost(per yd) 70.87 in 4.48 oz/yd2 $6 64 in 56 in
3.20 oz/yd2 $6.50 7.40 oz/yd2 $7.25
60 in
4.20 oz/yd2 $3.55
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Zipper: http://www.zippershipper.com/5-aluminum-separating-jacket-zipper Buttons: http://www.lotsofbuttons.com/en/collections/wood-buttons Drawstring: http://www.simplicity.com/p-4652-14-drawstring.aspx
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“SPORTS PARTICIPATION.”
“The Sugar Backlash and Its Effects on Global Consumer Markets – Executive Briefing.”
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“Mobile Cocooning: How Growing Reliance On Smart Devices Is Influencing Consumer Behavior.”
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“Trends Snapshot: Brands and Niche Social Networks.”
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Rousselet, Vincent. “Sharing and Owning: The Rise of the Hybrid Consumer.”
“Women 2020 Women 2020: How Women’s Actions and Expectations Are Changing the Future.”
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“Urban Consumers in High-Density Cities.”
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Works cited “A More Casual, Active Lifestyle Drives Fashion Sales Growth in 2014, Reports NPD.” NPD. The NPD Group, Inc., n.d. Web. 22 Feb. 2015. “Adidas AG.” OneSource. N.p., n.d. Web. 03 Feb. 2015. <http%3A%2F%2Fglobalbb.onesource.com%2Fweb%2FReports%2FReportMain.aspx%3FftrId%3DUNIFIEDOVERVIEW %26Process%3DCP%26KeyID%3D562462%26Expand%3DBusDesc%23BusDesc562462>. Alexander Wang. Yoox Group, 2015. Web. February 2015. Cline, Elizabeth. “Overdressed: The Shockingly High Cost of Cheap Fashion | Fast Facts.” Overdressed The Shockingly High Cost of Cheap Fashion. N.p., Aug. 2011. Web. 28 Feb. 2015. <http://www.overdressedthebook.com/fashion-fast-facts/>. Cousteau, Fabien, and Dianna Cohen. “The Vortex Project.” Parley for the Oceans, n.d. Web. 16 Feb. 2015. Elberse, Anita, and Jeroen Verleun. “The Economic Value of Celebrity Endorsements.” Savannah College of Art and Design. Harvard Business School, 2012. Web. 06 Feb. 2015. Euromonitor International. Euromonitor, 2015. Web. February 2015. G-Star RAW. G-Star Raw, 2015. Web. February 2015. H&M. H&M, 2015. Web. February 2015. Honigman, Brian. “How Millennials Are Shopping: 20 Interesting Statistics & Figures.” Medium. N.p., 05 Aug. 2013. Web. 28 Feb. 2015. <https:// medium.com/brian-honigman/how-millennials-are-shopping-20-interesting-statistics-figures-c76fb1231fbb>.
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Johnson, Robert. “Business; Incognito, Polyester Boogies Onto the Playing Field”. The New York Times. The New York Times Company, 21 March 2004. Web. 25 February 2015. Karr, Arnold J. “Activewear Drives Apparel Gains.” Business Source Premier. Women’s Wear Daily, 4 Sept. 2014. Web. 20 Jan. 2015. Kurz, Christian, Carlos Garcia, and Jo McIlvenna. “The Next Normal: An Unprecedented Look at Millennials Worldwide.” Warc. N.p., n.d. Web. 28 Feb. 2015. <http://0-www.warc.com.library.scad.edu/Content/ContentViewer.aspx?MasterContentRef=55544f2f-9fe7-494a-94efedb8f79f 33c1&q=glocal%2Bmillenials&CID=A100233&PUB=ESOMAR> Live the Process. Live the Process, 2015. Web. February 2015. “Lululemon Athletica Inc.” One Source. N.p., n.d. Web. 3 Feb. 2015. <http%3A%2F%2Fglobalbb.onesource.com%2Fweb%2FReports%2FReportMain. aspx%3FftrId%3DUNIFIEDOVERVIEW%26Process%3DCP%26KeyID%3D97468592%26Expand%3DBusDesc%23BusDesc97468592>. “Mobile Cocooning: How Growing Reliance On Smart Devices Is Influencing Consumer Behavior.” Warc. 1 Sept. 2013. Web. 28 Feb. 2015. <http://0- www.warc.com.library.scad.edu/PDFFilesTmp/03ca7c8f-54b1-4be1-9573-19a140511fb7.PDF>. “Moving The Cutting Edge—Again.” Textile TakeBack. N.p., n.d. Web. 28 Feb. 2015. <http://repreve.com/businessProgramsAndProducts/TextileTake Back.aspx>. Newell, Gemma. “The Future of Shopper Marketing: Retail Technology Innovation.” Warc. 1 Oct. 2013. Web. 28 Feb. 2015. <http://0-www.warc. com. library.scad.edu/Content/ContentViewer.aspx?MasterContentRef=a924b74d-773c-47a5-bc00-08aa8414d452&q=technology is bringing a new level of interaction&CID=A100266&PUB=ADMAP>. Nike. Nike Inc., 2015. Web. February 2015. Organic by John Patrick. Organic by John Patrick, 2015. Web. February 2015. “Our Supply Chain.” Sustainablity. H&M. 11 Feb. 2015. <http://sustainability.hm.com/en/sustainability/commitments/choose-and-reward-responsi ble-partners/supply-chain.html>. Potdevin, Laurent. “Form 10-K.” Global One Source. N.p., 26 Mar. 2014. Web. 12 Feb. 2015. <http://globalbb.onesource.com/Web/Reports/AnnualReport.aspx?ReportID=GRC_9964643959&process=CP&file=file.pdf>.
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“ .” Product Options. Repreve. 19 Feb. 2015. <http://repreve.com/business/ProgramsAndProductsProductOptions.
aspx>.
Rousselet, Vincent. “Sharing and Owning: The Rise of the Hybrid Consumer.” Warc. Jan. 2014. Web. 20 Feb. 2015. <http://0-www.warc.com.library. scad.edu/Content/ContentViewer.aspx?MasterContentRef=03a5427e-c14e-438f-b2f6-36b49fa4770c&q=hybrid devices&CID=A102936& PUB=MKT>. Seymour, Will. “The New Austerity: What Future for Indulgence and Excess?” Warc. N.p., Feb. 2014. Web. 28 Feb. 2015. <http://0-www.warc.com. library.scad.edu/Content/ContentViewer.aspx?MasterContentRef=45d58f7d-ec93-4e7d-83e2-3fa47027ab49&q=The%2Bnew%2Bausteri ty%3A%2BWhat%2Bfuture%2Bfor%2Bindulgence%2Band%2Bexcess%3F&CID=A101240&PUB=FUTURE-FOUNDATION>. Sherman, Lauren. “For the Activewear Market, There’s No Way But Up.” The Business of Fashion. The Business of Fashion Ltd., 15 January 2014. Web. February 2015. “SPORTS PARTICIPATION.” Warc. 1 June 2014. Web. 28 Feb. 2015. <http://0-www.warc.com.library.scad.edu/PDFFilesTmp/ae 2c9beb-d89b-4f34- 8579-55c2dcbdcacc.PDF>. Suddath, Claire. “Millennials Are Careful, Frugal Shoppers Who Buy for the Long-Term.” Bloomberg.com. Bloomberg, 25 Apr. 2014. Web. 28 Feb. 2015. <http://www.bloomberg.com/bw/articles/2014-04-25/millennials-are-careful-frugal-shoppers-who-buy-for-the-long-term>. “Sustainable Business Report.” NIKE, Inc. NIKE. 19 Feb. 2015. <http://www.nikeresponsibility.com/innovations/interactive-factory-map>. “Sustainable Luxury.” The Business of Fashion. N.p., 07 Apr. 2009. Web. 13 Feb. 2015. “Sustainability.” – Teeki. 11 Feb. 2015. <http://teeki.com/pages/sustainability>. Source: English, Nick. “The 14 Athletic Wear Companies That Are Actually Good for the World.” Greatist. N.p., 6 Dec. 2013. Web. 11 Feb. 2015. <http://greatist.com/fitness/athletic-wear-companies-social-good>. Teeki. Teeki, Inc., 2015. Web. February 2015. Tellez, Cami. “The Ocean’s Plastic Problem.” World Policy Institute, 11 Sept. 2014. Web. 25 Feb. 2015. Textile Exchange: Creating Material Change. Textile Exchange, n.d. Web. February 2015.
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“The Shopper of the Future: How Today’s Young Shoppers See Tomorrow’s Shopping Experience.” Warc. 1 Dec. 2014. Web. 28 Feb. 2015. <http://0- www.warc.com.library.scad.edu/Content/ContentViewer.aspx?MasterContentRef=e4cda419-2612-424a-8f4c-8a814d52b383&q=Millennial Generation has been raised on online shopping&CID=A103753&PUB=GFK>. “The Sugar Backlash and Its Effects on Global Consumer Markets – Executive Briefing.” WGSN Fashion Trend Forecasting and Analysis. N.p., Oct. 2014. Web. 28 Feb. 2015. <http://0-www.warc.com.library.scad.edu/Content/ContentViewer.aspx?MasterContentRef=d0e380af-8dc7-499c- 98df-0948b19caa85&CID=A103282ID>. “Trends Snapshot: Brands and Niche Social Networks.” Warc. N.p., Nov. 2013. Web. 28 Feb. 2015. <http://0-www.warc.com.library.scad.edu/Co ntent/ContentViewer.aspx?MasterContentRef=7adb2b45-c992-4a92-ab11-d66a6ecb78ae&q=social%2Bnetworking%2Buniverse%2Bmirr ored%2Bthe%2Bdual%2Bpersonalities%2Bof%2Binternet%2Busers&CID=A100629&PUB=WARC-TRENDS>. United States Environmental Protection Agency. United States Environmental Protection Agency, 28 February 2014. Web. February 2015. “Urban Consumers in High-Density Cities.” WGSN Fashion Trend Forecasting and Analysis. N.p., 10 Sept. 2014. Web. 28 Feb. 2015. <http://www. wgsn.com/content/board_viewer/#/53648/page/12>. “Women 2020 Women 2020: How Women’s Actions and Expectations Are Changing the Future.” Warc. 1 Jan. 2012. Web. 1 Mar. 2015. <http:// www.ogilvydo.com/wp-content/uploads/2014/03/Marketing-to-Women-2020smallpdf.com_.pdf>.
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Works cited images
http://www.nike.com/us/en_us/ http://www.wgsn.com/home/ https://www.pinterest.com/mhpatten/daywear-activewear/ https://www.pinterest.com/ http://www.bhg.com/ http://www.repreve.com/ http://teeki.com/ http://www.adidas.com/us/adidas_by_stella_mccartney http://www.stellamccartney.com/us/adidas_section https://www.g-star.com/en_us http://shop.lululemon.com/? http://livetheprocess.com/ http://www.organicbyjohnpatrick.com/ http://about.hm.com/en/About/sustainability.html http://www.parley.tv/#fortheoceans
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FASM 400 Contemporary Issues in Fashion Merchandising Professor Meeta Roy This project was created in collaboration by: Brynn McKinstry MiMi Patten Reese Timberlake Alyssa Brown www.flux.com
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