kinfolk studios
Business Plan Executive report Ronja Witterstein BA Fashion marketing & communication, Level 6, 2017- 2018 6FAMN010C Business Modelling and Management CWK2 Pablo Quintano & Guest speakers from Fashion Business Main Text: 1600 words
Kinfolk Studios
index
Kinfolk Studios
4 5
Introduction Target audience
6 7
WOW effect Store experience Values Brand Promise Objectives
8 9 10
WHY Market size Nordic Market Europe
11 12
Trends Slow Fashion Consumer behavior E-commerce
13 14 15
Expected Outcome Partners Value for Kinfolk Magazine Value for customer Kinfolk collections Summary How to start
17
Required Investments Collection Website 20 Magazine issue Retail 21 Event Communication 22-27 Action Plan 18 19
28 29-31 32-33 34-39
Appendix Research and content Data Planning
40-42 Bibliography
3
Kinfolk Studios
Kinfolk Studios
Introduction Kinfolk Studios presents The multi brand fashion and lifestyle brand is a direct brand extension of the lifestyle magazine Kinfolk, which belive and promote the same values of quality of lifestyle. It celebrates Kinfolk studios fashion and sustainable fashion brands raising awareness about innovation and sustainable fashion expecting to reach the global community of Kinfolk‘s working professionals, visionaries and creative experts. The elegance of silent contemporary and unique brand and visual code of the magazine will be coherent showing modern, timeless and innovative style aligned with the values of the five dimension of slow fashion: Equity, Authenticity, Functionality, Localism, Exclusivity. 4
Kinfolk Studios
Target Audience Primary Target Kinfolk studios target audience focus on its primary target of creative professionals between 20 and 35 with an open minded mindset, conscious about their lifestyle and the environment, believe in innovation and quality of life. Highly involved with nordic style aesthetic, beautiful and contemporary designs, emphasizing slow life. They are early adopters in the fashion market and follow niche products such as magazines, technology and food. They live a healthy lifestyle, interested in sports that are related to be connect your body and soul with a constant focus on quality in life.
Secondary Target The secondary target understands the concept of sustainable fashion, reaching out to find fashion alternatives of fast fashion brands looking for comfortable, high quality and trends that last longer in the season.
5
Kinfolk Studios
WOW effect Store experience
6
Values
Brand Promise
Kinfolk Studios
Store experience Unique store experience meet communication 3.0 and marketing 4.0 implementation, technology, working space, workshops and sustainable approach in design, architecture, interior and fashion.
Values Timeless design Modern, yet uncomplicated style following trend colors and unique style, initiative and new solutions opening the challenge of constant innovation Straightforward & open minded Authenticity of products, share your ideas and listen Cost Conscious Forward thinking, be conscious of your actions, stay inventive and adapt. Constant Improvement Curiosity, innovations and technology Quality of life Be yourself, adapt to innovations and love what you do Long Lasting Solutions and opportunities of the clothes lifecycle
Brand Promise Presenting a new product life cycle of kinfolk studios collection, full recycling and receive new garments, products Use of sustainable packaging - biodegradable plastic, recycled paper, plastic, material Sustainable brands, ethical and eco- fashion, no greenwashing in any kind, real values, facts and beliefs of emerging designers and major brands Moving against fast fashion cycle production, reduction of 2-4 collection, S, S, F, W Timeless, unique and functional design Using innovative materials techniques, organic cotton and recycled material Emphasis local production and reduce carbon footprint, strong and close relationship with suppliers and producers to have control over the whole process 7
Kinfolk Studios
Kinfolk Studios
Objectives Helping emerging talents, designers, high end brands that want to belong to the community of lifestyle fashion sustainability, individuality, uniqueness and a high reach of customer of the nordic culture. 1 2 3 4 5
8
Increase awareness Increase sales and leads through multi brand platform and retail stores Strong brand identity and visual code coherent with Kinfolk magazine Reach new customer base and community in new markets Create a reliable and authentic relationship with sustainable brand and improve the business strategies regarding the whole process from design to retail.
Kinfolk Studios
why? Market Size
Target estimation
Solid investigation
9
Kinfolk Studios
Nordic Market „Business models based on the circular economy have been embraced by a wide range of private actors, including those working in the food, textiles, electronics, building and construction, and packaging, sectors.“ (Nordregio, 2018) 1 2 3 4 5 6 7
• • • • • •
Business model focus on circular economy Innovation Supporting compact development Sustainable mobility with low carbon footprint economy Improving nordic infrastructure and cities of green architecture Kinfolk Magazine headquater Denmark Culture code, Social code active in Sustainable fashion
Denmark
Europe
„Population: 5,7 million people % internet users 96,1% Online sales: €13.84 billion (2016) Major online: Saxo, Elgiganten „
„Population: 727,45 million -% internet users: 76,5% Online sales: €455 billion (2015) Major online: Otto, Tesco, CDiscount, Zalando, H&M“
„13.84 billion euros in 2016 (Dankort) 10% total retail turnover Most frequently products: Clothes, Shoes & Jewelry 79% use online shopping, 2015 Average spending online shopping: 2.252 EU Worlds highest smartphone penetration rate: 77% „ (E-marketers, Worldwide Mobile forecast report, 2015)
• • • •
„UK, Germany and France major retail/ e-commerce countries Followed by Sweden, The Netherlands Trend increase e-commerce in Europe European e-commerce increased by 15% to €530 billion in 2016 and the B2C ecommerce rose nearly 14% in 2017„ (E-marketers, Worldwide Mobile forecast report, 2015)
Opportunity in e-commerce, high respond and active shoppers in fashion, reach of potential customer High engagement in online shopping in nordic countries
10
Kinfolk Studios
Trends Slow Fashion
Consumer Behavior
E-commerce
11
Kinfolk Studios
Trends Slow Fashion
• • • • •
•
Attributes of Slow Fashion Equity Authenticity Functionality Localism Exclusivity Mega Trends H&M Fondation and Global Change Award 2017
Consumer behavior
• •
Consumer‘s willingness to pay 20% more for sustainable products
E-commerce
•
(University of Salerno) •
•
•
Millennials are „the most socially responsible generation that ever existed“ ‘Young optimists’ ages of 18 – 34 are the most engaged on sustainability. 64% of mothers actively buy sustainable brands
•
Future e-commerce trends 2018 showing that 50% of Millennials prefer buying physical stores in they buying journey (27% Computer, 22% Mobile, 1% Catalog) (Absolutnet) „Through advanced analytics tools such as ERP, CRM and POS systems retailers are able to identify from listings and site visits led to in-store visits and purchases, by combining mobile devices, payment, social media, personalization, mobile tracking and real time inventory.“ See appendix for detail explaination p. 29
12
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expected Outcomes
Partners
Value Customer
Value Kinfolk
Kinfolk Studios Collection
13
Kinfolk Studios
Partners Positive luxury butterfly mark Recognition of ethical and sustainable practices in every aspects. Promises trust and authenticity to products and increase emotional value.
14
SIX
Made by six Website development to stay visual coherent in brand identity to Kinfolk magazine, easy accessible, payment methods via Mastercard, Visa, Dankort and Paypal.
Fair Wear Foundation
Fair Trade
Non-profit organization guarantees fair working conditions in production and manufacturing in developing countries.
Promise authenticity and Fair Trade production, manufacturing for the customer.
Kinfolk Studios
Value for Kinfolk Magazine Product extension and entering new market, fashion and lifestyle concept. Same target audience, which enters through fashion a wider community. Beneficial aspects of product extension and multi platform. Engaging content and joining communities together, in changing the industry supporting emerging and sustainable fashion brands available through Kinfolk Studios
Value for Customer Promoting quality of life and fashion in most sustainable way surrounding by creative and innovative nordic design. Choosing between more than 100 fashion brands, carefully selected representing slow fashion in categories of lifestyle, minimalistic, sportive, elegant and trendy brands. Easy accessible, online purchase, convenient, informative, stylish.
Kinfolk Studios Collection Authenticity, high quality, comfortable and sustainable materials. Kinfolk Studios connects emotionally through storytelling, digital media, brand awareness, events and activation a stylish and trendy, yet sustainable environment. Mid-high street fashion Women and Men, focus on styles and combination - Seasonal
15
Kinfolk Studios
16
Kinfolk Studios
2018
2019
2020
2021 Total Profit
Cost
85.730 €
1.315.450 €
2.254.900 €
3.208.400 €
Variabe Cost
84.720 €
84.720 €
387.835 €
644.410 €
€
2.439.107 €
3.892.235 €
5.209.279 €
- 170.450 €
1.038.937 €
1.249.500 €
1.356.469 €
Renevue Profit
-
3.474.456 €
Diagrammtitel 6.000.000 € 5.000.000 € 4.000.000 € 3.000.000 € 2.000.000 € 1.000.000 € - €
2018
2019
2020
2021
-1.000.000 € Cost
Variabe Cost
Renevue
Profit See Appendix Years detailed p.32-37
HOW TO START First Year shows a loss of 170.450 EU, where the following year profit of 1.038.937 EU 2018: May - December necessary loan or investors the money for the first year to set the business.
17
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Required investments
18
Collection
Website
Magazine Issue
Retail
Event Organization
Communication
Kinfolk Studios
Kinfolk Studios Collection Sustainable Brands Time
July-August 2018 (Reach collaborators) January-February 2019 (Promoting, Website+Magazine)
Team
Sustainability Manager, Marketing Director, Communication Director
Action
Category
Brands research, Benchmark, find 50+ brands contributing and emphasize values of slow fashion & show uniqueness and creativity in products. Create media kit, benefits of collaboration w/ Kinfolk Studios Women, Men, Homewear, Leather products (Vegetal, ethical produced), Accessories, Footwear, Athletic Wear.
Website
Time
June 2018 - August 2018; October 2018 - February 2019
Team
Media Director, Creative Director (Kinfolk), Design Team
Action
Visual coherence of Kinfolk Magazine website, concept creation, Benchmark multi brand platforms, Research, Brand identity
Category
Research and concept creation; madebysix website creation
19
Kinfolk Studios
Kinfolk Magazine Issue 1 „Slow Fashion“ Time
May 2018; November 2018-February 2019
Team
Kinfolk Magazine Director, Sustainability Manager, Creative Team, Art Director
Action
Concept and content creation, Visual code, Planning, Research, Guest writers talking about sustainable fashion brands to create awareness and reach community of Kinfolk readers
Category
Visual and Image, Production, Research, Concept creation
Retail
Time
August 2018 - January 2019
Team
Research, Creative Team, Architect, Production, Merchandising
Action
Research Location, Store concept, Technology, Sustainable materials
Category
20
Retail, Activation, Planning, Concept creation
Kinfolk Studios
Event Organization
Time
November 2018 - February 2019
Team
Event organization, Project Manager, Communication Director, Sustainability
Action
Concept creation, VIP clients, Invitations, CRM Kinfolk data, Planning, Organization.
Category
Organization, Planning, Research, Production
Communication
Time
September 2018; November 2018 - February 2018
Team
Communication director, Digital Media
Action
Brand ambassador Plan, Concept creation event and digital media campaign, social media, Newsletter, Client contact
Category
Digital Media, Communication, Planning, Creative Team
21
Action Plan 2018-2021 Detailed Timeline Business Plan 2018 Department
May
June
July
August
September
Research
Trends, Material, Suppliers, Manufacturers
Spring 19
Spring 19
Competition, Innovation
Summer 19
Concept Collection Spring 19
Design Collection Spring 19 Samples
Design Kinfolk Studios Collections
Production Creative
Communication Team
Digital Media
Kinfolk Studios Website
Media
Brand ambassador, Influencer plan
Develop Business Research Team Sustainable Plan for Sustainable Brands Brands
Contract w/ S. Brands, Business opportunity
Planning Event organization PR
Kinfolk Magazine
Collaboration Creative Team
Retail Retail Store Activation, Opening Store
Creative Meeting Concept presentation w/ Kinfolk Director
Research Location Denmark
Creative Team Store concept
October
November
Summer 19
December
January
Fall 19
Fall 19
Concept Collection Design collection, Summer 19 Summer 19 Samples
February
March Winter 19
Concept Collection Fall 19
Design Collection Fall 19, Samples
Spring 19 collection
Production order
Production
Shipping
Warehouse, Production order
Concept creation
Editorial Shooting
Concept CRM Kinfolk, development Planning Kinfolk Issue Newsletter, Contact Digital Media & 02, Website, Event Key Clients Event
Website and concept development
Production order
Shipping Concept creation
Digital Media campaign
Influencer, Brand ambassador promotion
Collect data and Website 'online' pre Website LAUNCH to Website creation coherent w/ Kinfolk order collection public Mag Event planning, Activation, Parley, FWF, Kinfolk contacts, Catering, production, Gift bag, mag concept plan Artist, DJ Print media
Issue collab w/ Kinfolk Studios, Writers, Journalist research issue
Visual content, layout, articles
Architecture, Construction work, Interior concept Construction work Presentation, & Buying Technology
VIP Event, Commercial Event Store Opening
Press Release, VIP invitation
Press Release
Production & Print
LAUNCH Issue 01
First collection arriving, last finish instore, store and visual merchandising
1st Opening Store Spring 19 collection
Best-seller Sustainable Brand of the month
Kinfolk Studios
2019
April
May
Winter 19
June
July
Spring 20
Spring 20
Concept Collection Spring 20
Concept Collection Design Collection Winter 19 Winter 19, Samples Summer 19 collection Warehouse, Production order
Production order
Digital Media campaign,
Shipping
Activation
Event planning, contacts, Catering, Artist, DJ
Press Release
Press Release
Warehouse, Production order
Production order
Concept creation
Editorial Shooting
Planning Digital Media & Event
Digital Media campaign
Website improvements
Website store promotion
24
Summer 19 collection
October
Summer 20
Summer 20
Design Collection Spring 20, Samples
Press Release
Best-seller Sustainable Brand of the month
November
Dece
Fa
Concept Collection Summer 20
Design C Summ Sam
Winter 19 collection Shipping
Activation
Warehouse, Production order
Production order
Concept creation
Editorial shooting
Influencer, Brand ambassador promotion
Digital Media campaign
Shi
Acti
Event p contacts Art
Green showroom Berlin
Press Release
Research Location Sweden
Special collaboration w/ Parley - recycled workshop
September
Fall 19 collection
Editorial shooting Influencer, Brand ambassador promotion
August
Creative Team Store concept
Best-seller Sustainable Brand of the month
Press Release
Press Release
Issue collab w/ Kinfolk Studios, Writers, Journalist research issue
Visual content, layout, articles
Producti
Architecture, Construc Interior concept & Construction work Prese Buying Tech
Winter 19 collection
Best Sustaina of the
Kinfolk Studios
2020 2020
ember
January
all 20
Fall 20
Collection mer 20, mples
ipping
ivation
February
March
April
Winter 19
Winter 19
Concept Collection Design Collection Fall 20 Fall 20, Samples
Concept Collection Winter 20
Spring 20 collection Warehouse, Production order
Magazine online promotion
May
June
July
Spring 21
Spring 21
Design Collection Winter 20, Samples
Concept Collection Spring 21
Summer 20 collection
Production order
Shipping
Concept creation
Editorial Shooting
Digital Media campaign
Activation
Warehouse, Production order
Influencer, Brand ambassador promotion
Fall 20 Collection
Production order
Shipping
Concept creation
Editorial shooting
Digital Media campaign
Activation
Warehouse, Production order
Production order
Influencer, Brand ambassador promotion
Digital Media campaign
Website store promotion
Website store promotion
Fashion revolution planning, Activation, week, VIP Event, s, Catering, production, Gift Commercial Event tist, DJ bag, Print media Store Opening
Press Release
August
Ethical fashion Activation, Concept Fashion Contacts, Catering, show Berlin, Event production, Gift week DJ, Concept planning, contacts, bag, Print media Catering, Artist, DJ
Press Release
Press Release
Press Release
VIP invitation
Press Release
Press Release
ion & Print LAUNCH Issue 02
First collection ction work, arriving, last finish Research Location instore, store and entation, United Kingdom visual hnology merchandising
t-seller able Brand e month
Creative Team Store concept
2rd Opening Store Best-seller Sustainable Brand Spring 20 of the month collection
First collection Construction work, arriving, last finish Architecture, Research Location instore, store and Interior concept & Construction work Presentation, Norway visual Technology Buying merchandising
Summer 20 collection
Best-seller Sustainable Brand of the month
3th Store Opening Fall 20 Collection
25
Kinfolk Studios
July
August
ring 21
September
October
Summer 21
Summer 21
Concept Collection Summer 21
Concept Collection Design Collection Spring 21 Spring 21, Samples
ncer, Brand bassador omotion
Production order
Digital Media campaign
December
January
Fall 21
Fall 21
Design Collection Summer 21, Samples
Shipping
Warehouse, Production order
Concept creation
Editorial Shooting
Activation
Influencer, Brand ambassador promotion
Production order
Digital Media campaign
Shipping
Warehouse, Production order
Concept creation
Editorial shooting
Activation
Influencer, Brand ambassador promotion
Production order
Digital Media campaign
Shipping
Activation
Fashion revolution week
Speical design collaboration
Press Release
Creative Team Store concept
Best-seller 3th Store Opening Sustainable Brand Fall 20 Collection of the month
26
Winter 21
Website store promotion
tivation, uction, Gift Print media
collection g, last finish Research Location e, store and Norway visual handising
2021 March
Spring 21 collection
Website store promotion
s Release
February
Concept Collection Design Collection Fall 21 Fall 21, Samples
Winter 20 collection
Fall 20 Collection
rehouse, ction order
November
Press Release
Press Release
Issue collab w/ Kinfolk Studios, Writers, Journalist research issue
Visual content, layout, articles
Press Release
Press Release
Production & Print LAUNCH Issue 03
First collection Construction work, arriving, last finish Architecture, Research Location instore, store and Presentation, Interior concept & Construction work Japan visual Technology Buying merchandising
Winter 20 collection
Best-seller Sustainable Brand of the month
Creative Team Store concept
4th Opening Store Best-seller Sustainable Brand Spring 21 of the month collection
Kinfolk Studios
April
May
Winter 21
Concept Collection Winter 21 Summer 21 collection Warehouse, Production order
Production order
Concept creation
Editorial Shooting
Influencer, Brand ambassador promotion
Digital Media campaign
Concept Fashion Contacts, Catering, week DJ, Concept
Press Release
Press Release
Architecture, Interior concept & Construction work Buying
Summer 21 collection
Kinfolk Studio Collection Sustainable Brands Built with creative team storyline, digital media, graphics, visual identity of labelling in-store for fast and easy recognition, measure of ethical value. Research in Tradeshows, Suppliers, Manufactures, Partners in developing countries, Innovation, Improvement for own collection. Design Team developing collection for Spring 19 Women & Men - Start June 2018
Retail
Creating comfortable environment for customers, different store experience, place for workshops, Product presentation to engage online and offline.
27
Kinfolk Studios
Appendix
28
Kinfolk Studios
Trends Slow Fashion •
Equity: guarantee a fair trade environment in production to increase and improve life standards in developing countries and quality of live of workers
•
Authenticity: reach their expectations, high quality products adding personal and authentic items to perceive more value
•
Functionality: designed to expand the lifespan of the product, durability and timeless design
•
•
•
•
•
•
•
•
Localism: control from the design process to the consumer; added value through artisans, local factories and raw materials
Consumer behavior • The
Increasing consumer consciousness about future consequences, current circumstances and other sources of information affecting individuals behavior. (Shackle, G.L.S. Expectation in Economics; Cambridge University Press: London, UK, 2012.). It is widely believed that customers and companies are highly aware that sustainability is capable of changing and influencing market decisions according to their beliefs, desire and needs (Da Giau, A et al. J.Fash.Mark. Manag.2016, 20, 72-88).
• In
E-commerce • It
is a fact that the european e-commerce increased by 15% to €530 billion in 2016 and the B2C ecommerce rose nearly 14% in 2017.
• Especially
amount Millennials and GenZ Generations are demanding and expecting a unique online shopping experience with personalized content, brand interactions and seeking a new level of brand experience
• Absolutnet
presented the future e-commerce trends 2018 showing that 50% of Millennials prefer buying physical stores in they buying journey (27% Computer, 22% Mobile, 1% Catalog).
order to find out about consumer‘s willingness to pay more for sustainable products the University of Salerno conducted a questionExclusivity: Small quantities and naire of 310 participants with the • Mobile checkout payment is bedifferentiation raise exclusivity for overall average age of 21,97 years coming preferred method of retail consumers in order to obtain a uni(22.49 years for males and 21.62 payment with mobile reaching of que product experience. years for females). It shows that 61% 70% of e-commerce traffic by the are willing to pay 20% more in order end of 2018. Mega Trends - H&M Fondation and to receive a high quality product Global Change Award 2017 that fulfills the aspects of sustaina• Image based search will be introduble, slow fashion products (Ciasullo ced for the first time in 2018, whePower of Nature: creative and innou. a., 2017). Especially Millennials re image and voice technology is vative technologies of processing are „the most socially responsible prospect to take 50% of all searches different nature materials into the generation that ever existed“ and by 2020. design process dubs this influential, marketing savvy set as „pro-sumers“ (Jones,2012) and • Merchants are able to rely on sensors Rent a Closet: receive up-to-date willing to spend more on brands that that detect nearby devices, items to fashion items without owning them support ethical issues. involve direct to consumer interacand rethink their buying decisions of tion offering promotion, happenings, value and necessity etc. • ‘Young optimists’ ages of 18 – 34 are the most engaged on sustainability. Long Live Fashion: empowers se2/3 actively buy sustainable brands • „Through advanced analytics tools cond hand and resell platforms while and 1/4 always consider the social such as ERP, CRM and POS systems creating new demands in the fashion and environmental ethics of brands retailers are able to identify from industry when making purchasing decisions. listings and site visits led to in-store 67% say they recommend brands visits and purchases, by combining Innovative Recycling: improve circuthat behave responsibly. mobile devices, payment, social melar processes and close the loop of dia, personalization, mobile tracking fashion products • 64% of mothers actively buy sustaiand real time inventory.“ nable brands and the same percenConnecting clothes: created a new tage recommend those that behave • „Online (“pureplay”) merchants will opportunity for customized and responsibly. (Accenture and Havas grow their physical footprint as conpersonalized products in digital Media RE:PURPOSE 2014) sumers continue to place a premium smart clothing technology including on both the versatility and depth of newest technologies, such as traonline shopping and the convenienceability, automated materials and ce of buying, picking up and returnconnected garments increases the ing items locally.“ relationship of value and quality between fashion and consumer
29
Kinfolk Studios
Legal Since Kinfolk is already an existing company their Trademark are international classifications of Goods and Services, including: „Class 43 providing temporary accommodations - including services providing food and beverages by persons or establishment.(o. A., 2017) Class 41 Education and Entertainment - arranging, organizing, conducting and hosting entertainment, social events (o. A., 2017) Class 35 Advertising, Business Consulting help in the management of the business affairs or commercial functions of an industrial or commercial enterprise, as well as services rendered by. advertising establishments primarily undertaking communications to the public, declarations or announcements by all means of diffusion and concerning all kinds of goods or services.(o. A., 2017) Class 25 Clothing, Footwear and Headgear“ (o. A., 2017) The trademark is the distinctive sign to identify the origin of the product and service, garanties origin/source and the quality standard and at last attractive through brand emotion and lifestyle products. Co-branding with positive luxury and Technology company to improve the aim of the platform experience and deliver trustworthy and authentic information through butterfly mark.
Kinfolk Magazine Reach Circulation of 85,000 55,000 copies sold at 18$ per copy, 14,000 sold in japan, per issue The websites attracts more than 175,000 visitors per month More than 70% of target audience are involved in creative professions, such as designers, editors, photographers and stylists. It is aimed for 25 to 35-year-old creative professionals 60% female, 40% male audience Highly involved with nordic style aesthetics, beautiful imagery, dedication to a wholesome, emphasis the slow life. Sales: 60% booktrade, 30% newsstand, 10% subscribers Social Media Instagram 1,3 million followers, related hashtags #kinfolk, #liveauthentic (Kinfolk,2018)
Sustainable Brand Selection The brand selections of sustainable fashion brands is cooperating with Positive Luxury‘s Butterfly mark, underlying the standards of ethical and sustainable practices throughout the design until production process. This guarantees customers trust and authentic products with high quality, comfortable and timeless designs.
Target Estimation Target estimation: Current views and reach of kinfolk, followers community reach, starting by viewing and increase through tactic involvement of communication 3.0 and marketing 4.0 techniques. 30
Kinfolk Studios
Company Goals Beginning start to open first e-commerce in Europe, opening max 1-2 stores the first year to realize the needs and wants of customers to specify collections, brands, customer service and technology improvements. Stores focus on nordic market, Denmark and Sweden through the high intensity in style, aesthetic and to promote the localism of products. First year introducing new in-store and offline store experience, work with app, lifestyle app use of news, magazine subscription & special customer care with news, events, updates and promotions near shop. Create two major events of opening store for VIP and key client base & mass customer to introduce multi brand platform and retail stores in order to increase awareness and sales Second year opening 1-5 stores, developing stronger concept and improvements of delivery and sustainable delivery via electric cars, drone (Amazon) delivery, in store take & Return to lower the carbon footprint of the company and customer. The sustainability manager will be responsible to constantly grow opportunities, new reach and involvements with fashion brands to extend the multi brand platform and store experience. Working on a close concept direct delivery shopping in store, deviled arriving home 30 min-1H
Kinfolk Studios Collection AIM Solving current fashion gap for consumer make sustainable brands available, easy accessible, share information, make it unique! Kinfolk studios focus on authentic, high quality, comfortable and timeless designs for everyday outfit through a stronger emotional connection with the customer besides sustainable values promoting quality of life. Position in the fashion market is in the middle ground between high-end and high street. The products deliver high quality products with a unique, modern, timeless, functional style with an affordable price.The brand’s policy is working for sustainability and more against the fast fashion, which means that their products can be worn in more than one season and there design doesn’t follow main fashion trends.The company was founded to solve the problem between these two markets and wanted to ll the gab for the customer, which are looking for high quality and timeless clothes, but for an affordable price, but exclusive.
Multi Brand Example Amazon example: Amazon, for example, charges a 8-45% referral fee depending on the type of product. Anything that does not fit into a category involves a flat 15% referral fee.
Margin explained Stella Mccartney: Sustainable fashion production can add up to 70% of the cost, through organic cotton, manufacturing, fair working environment and sustainable materials. (The Business of Fashion, 2015) - Price calculation on category, max price av. of cost, attract to customer, going away from overprized sustainable fashion brands! 31
Kinfolk Studios
DATA
32
Kinfolk Studios
33
12
COST
PLANNING 2018/2019
2018 total
Total Units
2018 Month 2 3 2 3
Team Digital Team Media Planning Creative Team Retail Concept Architect Sales associate KinfolkStudios Research Design Kinfolk Magazine Sustainability manager Subtotal Store Rent add. Cost Warehouse Subtotal General Budget Communication Marketing Production Website Event Magazine Print Online Advertising Total
Cost Variable Cost Renevue Profit -
39.600 € 3.960 € 5.940 € 23.760 €
REVENUES REVENUES 2018/2019 2018/2019 2.970 € - € 9.900 € - € Unsold - Retail € Sales 36.300Retail € Price Items Units
% Unsold
Women Clothing 2730 Men Clothing 2790 Accessiores 1400 Knitwear 1680 Subtotal 8600 Sustainable Brands Retail Total Units min max Womenswear 1650 1550 Menswear 1350 1230 Footwear 750 600 Homewear 1650 1550 Activewear 850 750 Accessiores 1200 1100 Leather products 650 550 Subtotal 8100 7330 Online Subscription Fee Reach Unit Advertising 18.000 0,025 Subsc. Magazine 8.000 75 Print 65.000 18 Website 180.000 0,0025 Subtotal Total Profit
1.778.100 € 2.439.107 €
2019 total
6.600 € 2.970 € 1.980 € 5.940 €
Kinfolk Kinfolk Studios Studios Collection Collection Retail
5.400 € 1.778.100 €
10% 10% 8% 10%
273 7.920 € 279 13.200 € 112 9.900 € 168 832 21.000 € 61.380 € 3.000 € 350 € - € 3.350 €
% Unsold 10% 10% 12% 10% 10% 8% 10%
2457 11.880 € 172.440 € 2511 39.600 € 179.460 € 1288 3.300 € 67.160 € 1512 94.293 € 7768 36.000 € 164.340 € 36.000 € 4.200 € 120.000 € 160.200 €
Avg price cost
30.000 € 30.000 €
12
450 € 600.000 € 1.170.000 € 450 € 1.770.900 €
COST Hours p. m.
Salary p. m.
423.212 €
Final Profit min max 8.640 € 25.875 € 7.875 € 22.140 € 9.108 € 12.936 € 6.615 € 23.040 € 4.174 € 8.910 € 4.094 € 11.132 € 5.310 € 15.323 € 45.816 € 119.356 €
165.171 €
72.624 €
Salary month
2018 total
3.300 € 990 € 990 € 990 €
3.300 € 990 € 990 € 1.980 €
6.600 € 2.970 € 1.980 € 5.940 €
39.600 € 3.960 € 5.940 € 23.760 €
3 3 0
0 0 11
1 1 2
48 160 80
990 € 3.300 € 1.650 €
990 € 3.300 € 3.300 €
2.970 € 9.900 € - €
- € - € 36.300 €
8 4 3
12 12 1
1 2 2
48 80 80
990 € 1.650 € 1.650 €
990 € 3.300 € 3.300 €
7.920 € 13.200 € 9.900 €
11.880 € 39.600 € 3.300 €
7
12
1
160
3.000 €
1 1 0
12 12 12
1 1 1
3.000 € 3.300 € 5.000 € 1.000 €
21.000 € 61.380 € 3.000 € 350 € - € 3.350 €
36.000 € 164.340 € 36.000 € 4.200 € 120.000 € 160.200 €
3 3 3 3 0
12 12 5 6 6
3.000 € 350 € 10.000 € 13.350 €
1.778.100 € 2.439.107 €
2019 total
160 48 48 48
Cost p.
72.624 €
6 2.700 € 1 600.000 € 1 1.170.000 € 12 5.400 € 1.778.100 €
1 1 1 2
100.000 60.000 10
TOTAL
134.703 € 155.430 € 56.120 € 76.959 € 423.212 €
12 4 6 12
1 1 6
2019 1.315.540 € 84.720 € 2.439.107 € 1.038.847 €
Final Profit
37.737 € 24.030 € 11.040 € 17.334 €
per month Unit(Brands, Click) Months 89 € 68
2019 Number
2018 85.730 € 84.720 € - € 170.450 €
Cost Variable Cost Renevue Profit -
30.000 € 30.000 € 60.000 € 30.000 € 150.000 € 4 4 1500
85.730 €
400.000 € 240.000 € 15.000 € 1.315.540 €
VARIABLE COSTS COSTS VARIABLE Kinfolkstudios production production Kinfolkstudios
Unit cost avg. Womenswear Basics Trend collection Subtotal Menswear Basics
Quantity Spring
2018 85.730 € 84.720 € - € 170.450 €
Summer
Total Units
Fall
Avg cost
Price per unit (w/ VAT)
Margin %
Sum unit*price
Winter
T-shirt Sweater Trouser Shirt Dress Jackets
4€ 8€ 15 € 10 € 15 € 35 €
120 100 100 150 100 120
150 90 100 150 120 120
80 80 150 100 90 150
80 100 150 100 80 150
430 370 500 500 390 540 2730
1.720 € 2.960 € 7.500 € 5.000 € 5.850 € 18.900 € 41.930 €
6,25 4,375 4 4 4 5
25 € 35 € 60 € 40 € 60 € 175 €
10.750 € 12.950 € 30.000 € 20.000 € 23.400 € 94.500 € 191.600 €
T-Shirt Sweater Trouser
4€ 8€ 15 €
120 100 100
150 80 100
100 110 150
80 100 150
450 390 500
1.800 € 3.120 € 7.500 €
5 5 4
20 € 40 € 60 €
9.000 € 15.600 € 30.000 €
Production Website Production Event Website Magazine Event Print Magazine Online Print Advertising Online Total Advertising Total
Womenswear Womenswear Basics Basics Trend collection Trend collection Subtotal Menswear Subtotal Menswear Basics Basics Trend collection Trend collection Subtotal Accessoires Subtotal Accessoires Subtotal Knit Subtotal Knit
3 3 3 0 3 0
5 6 5 6 6 6 1 1 1 6 1 6
Unit cost avg. Unit cost avg.
Cost p.
100.000 60.000 100.000 10 60.000 10
Cost p.
60.000 € 30.000 € 60.000 € 150.000 € 30.000 € 150.000 € 400.000 € 240.000 € 400.000 € 15.000 € 240.000 € 85.730 € 1.315.540 € 15.000 € 85.730 € 1.315.540 €
4 4 4 1500 4 1500
VARIABLE COSTS COSTS VARIABLE Kinfolkstudios production production Kinfolkstudios VARIABLE COSTS Kinfolkstudios production Total Units
Quantity Quantity Summer Fall
Spring
Winter
T-shirt Sweater T-shirt Trouser Sweater Shirt Trouser Dress Shirt Jackets Dress Jackets
4€ 8€ 4€ 15 € 8€ 10 € 15 € 15 € 10 € 35 € 15 € 35 €
Spring 120 100 120 100 100 150 100 100 150 120 100 120
Summer150 90 150 100 90 150 100 120 150 120 120 120
T-Shirt Sweater T-Shirt Trouser Sweater Shirt Trouser Trousers Shirt Jackets Trousers Jackets
4€ 8€ 4€ 15 € 8€ 10 € 15 € 20 € 10 € 35 € 20 € 35 €
120 100 120 100 100 150 100 100 150 120 100 120
150 80 150 100 80 150 100 120 150 120 120 120
100 110 100 150 110 100 150 110 100 150 110 150
80 100 80 150 100 100 150 80 100 150 80 150
Small Big Small Big
2€ 25 € 2€ 25 €
250 100 250 100
250 100 250 100
250 100 250 100
250 100 250 100
8€ 12 € 8€ 12 € 14 €
150 150 150 150 120
150 120 150 120 80
100 180 100 180 150
100 180 100 180 200
14 €
120 2150
80 2150
150 2150
200 2150
0,4 € 0,3 € 0,4 € 2€ 0,3 € 2€
2150 1800 3600 1800 1800 3600 7200 1800 7200
2150 1800 3600 1800 1800 3600 7200 1800 7200
T-shirt Thin Sweater T-shirt Warm Thin Sweater Sweater Warm Subtotal Sweater Subtotal Collection Subtotal Special Sales Subtotal Collection Coffee Special Sales Beverage non alc Coffee Bakery Beverage non alc Subtotal Special Sales Bakery Subtotal Special Sales Total
Fall
Total Units
Total
80 80 80 150 80 100 150 90 100 150 90 150
Winter
2150 1800 3600 1800 1800 3600 7200 1800 YEAR 7200 YEAR
80 100 80 150 100 100 150 80 100 150 80 150
2150 1800 3600 1800 1800 3600 7200 1800 7200
430 370 430 500 370 500 500 390 500 540 390 2730 540 2730 450 390 450 500 390 500 500 410 500 540 410 2790 540 2790 1000 400 1000 1400 400 1400 500 630 500 630 550 1680 550 8600 1680 8600 7200 14400 7200 7200 14400 28800 7200 2018 28800 60.745 € 2018 60.745 €
Avg cost Avg cost 1.720 € 2.960 € 1.720 € 7.500 € 2.960 € 5.000 € 7.500 € 5.850 € 5.000 € 18.900 € 5.850 € 41.930 € 18.900 € 41.930 € 1.800 € 3.120 € 1.800 € 7.500 € 3.120 € 5.000 € 7.500 € 8.200 € 5.000 € 1.080 € 8.200 € 26.700 € 1.080 € 26.700 € 2.000 € 10.000 € 2.000 € 12.000 € 10.000 € 12.000 € 4.000 € 7.560 € 4.000 € 7.560 € 7.700 € 19.260 € 7.700 € 99.890 € 19.260 € 99.890 € 2.880 € 4.320 € 2.880 € 14.400 € 4.320 € 21.600 € 14.400 € 2019 21.600 € 60.745 € 2019 60.745 €
Margin % Margin %
Price per unit (w/ Price per VAT) unit (w/ VAT)
6,25 4,375 6,25 4 4,375 4 4 4 4 5 4 5
25 € 35 € 25 € 60 € 35 € 40 € 60 € 60 € 40 € 175 € 60 € 175 €
5 5 5 4 5 3,5 4 4 3,5 5 4 5
20 € 40 € 20 € 60 € 40 € 35 € 60 € 80 € 35 € 175 € 80 € 175 €
12,5 4,8 12,5 4,8
25 € 120 € 25 € 120 €
5 5 5 5 6,1
40 € 60 € 40 € 60 € 85 €
6,1
85 €
7,5 8,2 7,5 2,5 8,2 2,5
3€ 2€ 3€ 5€ 2€ 5€
Sum unit*price Sum unit*price
Profit
Total
Profit
Total
10.750 € 12.950 € 10.750 € 30.000 € 12.950 € 20.000 € 30.000 € 23.400 € 20.000 € 94.500 € 23.400 € 191.600 € 94.500 € 191.600 € 9.000 € 15.600 € 9.000 € 30.000 € 15.600 € 17.500 € 30.000 € 32.800 € 17.500 € 94.500 € 32.800 € 199.400 € 94.500 € 199.400 € 25.000 € 48.000 € 25.000 € 73.000 € 48.000 € 73.000 € 20.000 € 37.800 € 20.000 € 37.800 € 46.970 € 104.770 € 46.970 € 568.770 € 104.770 € 568.770 € 21.600 € 35.424 € 21.600 € 36.000 € 35.424 € 93.024 € 36.000 € 93.024 € 661.794 €
9.030 € 9.990 € 9.030 € 22.500 € 9.990 € 15.000 € 22.500 € 17.550 € 15.000 € 75.600 € 17.550 € 149.670 € 75.600 € 149.670 € 7.200 € 8.100 € 7.200 € 22.500 € 8.100 € 12.500 € 22.500 € 24.600 € 12.500 € 93.420 € 24.600 € 168.320 € 93.420 € 168.320 € 23.000 € 38.000 € 23.000 € 61.000 € 38.000 € 61.000 € 16.000 € 30.240 € 16.000 € 30.240 € 39.270 € 85.510 € 39.270 € 464.500 € 85.510 € 464.500 € 18.720 € 31.104 € 18.720 € 21.600 € 31.104 € 71.424 € 21.600 € 71.424 € 535.924 €
661.794 €
535.924 €
464.500 € 464.500 €
71.424 € 71.424 € 535.924 € 535.924 €
Retail Retail Sustainable brands brands Sustainable Retail Sustainable brands Categories
Price avg.
Womenswear Basic Mid-price Premium Subtotal Menswear Basic Mid-price Premium Subtotal Footwear Mid-price Premium Subtotal Homewear Basic Mid-price Premium Subtotal Activewear Mid-price Premium Subtotal Accessoires Mid-price Premium Subtotal Leather products Mid-price Premium Subtotal Subtotal collection Total
min 15 € 55 € 80 €
max 80 € 150 € 220 €
20 € 55 € 85 €
90 € 150 € 250 €
90 € 120 €
Concept store Construction Material Bamboo Wood Linen Decoration Bar Cash Desk Technology Total TOTAL
Quantity Brands
Units p. year
Profit % sales
Profit p. unit
Subtotal profit
Total Profit
10% 10% 15%
min 2€ 6€ 12 €
max 8€ 15 € 33 €
min 900 € 3.300 € 5.400 € 9.600 €
max 4.000 € 8.250 € 16.500 € 28.750 €
38.350 €
400 450 380 1230
10% 10% 15%
2€ 6€ 13 €
9€ 15 € 38 €
900 € 2.750 € 5.100 € 8.750 €
3.600 € 6.750 € 14.250 € 24.600 €
33.350 €
350 400 750
400 200 600
10% 15%
9€ 18 €
18 € 38 €
3.150 € 7.200 € 10.350 €
7.200 € 7.500 € 14.700 €
25.050 €
2 4 2
600 600 450 1650
500 550 500 1550
10% 10% 15%
2€ 4€ 9€
8€ 12 € 30 €
900 € 2.400 € 4.050 € 7.350 €
4.000 € 6.600 € 15.000 € 25.600 €
32.950 €
90 € 130 €
4 1
500 350 850
450 300 750
10% 15%
4€ 8€
9€ 20 €
1.750 € 2.888 € 4.638 €
4.050 € 5.850 € 9.900 €
14.538 €
10 € 50 €
50 € 180 €
5 5
700 500 1200
800 300 1100
10% 15%
1€ 8€
5€ 27 €
700 € 3.750 € 4.450 €
4.000 € 8.100 € 12.100 €
16.550 €
40 € 100 €
130 € 350 €
7 3
350 300 650 8100
300 250 550 7330 15430
10% 15%
4€ 15 €
13 € 53 €
1.400 € 4.500 € 5.900 € 51.038 €
3.900 € 13.125 € 17.025 € 132.675 € 183.713 €
min 600 600 450 1650
max 500 550 500 1550
5 5 5
450 500 400 1350
180 € 250 €
3 2
15 € 40 € 60 €
80 € 120 € 200 €
35 € 55 €
5 5 5
68
Unit 100 150 50 50
Cost Subtotal 20.000 € 20.000 € 10.000 € 10.000 € 5,0 € 500 € 5€ 750 € 4€ 200 € 10 € 500 € 5.000 € 5.000 € 1.000 € 1.000 € 10.000 € 10.000 € 47.950 €
22.925 € 183.713 € 2018 Total Cost
23.975 € 84.720 €
2019
23.975 € 84.720 €
Total Profit
0 719.637 €
PLANNING 2020
PLANNING 2021
Kinfolk Studios
Bibliography
40
Kinfolk Studios
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