Business Development Plan

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

Kinfolk Studios

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

Kinfolk Studios

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

• (2017): „10 eCommerce Trends for 2018 - 10 eCommerce Trends“. 10 eCommerce Trends. Abgerufen am 14. 12. 2017 von http://10ecommercetrends.com.

• (2017): „A starters guide to high-street shopping (if you care about your eco-footprint)“. WGSN Insider. Abgerufen am 19. 12. 2017 von https://www.wgsn.com/blogs/a-starters-guide-to-high-street-shopping-if-you-care-about-your-eco-footprint/.

• (2017): „Global Change Award“. Globalchangeaward.com. Abgerufen am 14. 12. 2017 von https:// globalchangeaward.com.

• (2017): „Kinfolk“. Kinfolk. Abgerufen am 19. 12. 2017 von https://kinfolk.com.

• (2017): „Recyclist Workshop “. Recyclistworkshop.de. Abgerufen am 19. 12. 2017 von • (2017): „Sustainability exchange“. Sustainabilityexchange.ac.uk. Abgerufen am 19. 12. 2017 von http://www.sustainabilityexchange.ac.uk/files/university_of_chester.pdf.

• (2017): „Sustainable fashion: trend or future of the industry? - Magazine Horse“. Magazine Horse.

Abgerufen am 19. 12. 2017 von http://www.magazinehorse.com/en/sustainable-fashion-trend-or-future-of-the-industry/.

• (2017): „Sustainable Innovation: Pioneering Brands That Lead The Way | Positive Luxury“. Blog. positiveluxury.com. Abgerufen am 19. 12. 2017 von http://blog.positiveluxury.com/2017/07/25/sustainable-innovation-pioneering-brands-lead-way/.

• (2017): „The Five Capitals | Forum for the Future“. Forumforthefuture.org. Abgeru-fen am 19. 12.

2017 von https://www.forumforthefuture.org/project/five-capitals/overview.

• (2017): „Trademark Classifications of Goods and Services | Arvic - Your Trademark Agent and Corporate Paralegal firm ||“. Tmweb.com. Abgerufen am 16. 12. 2017 von http://www.tmweb.com/trademark_classes.asp#41.

• (2017): „Trend Report: Future of Sustainable Fashion | Sustainable Brands“. sus-tainablebrands. com. Abgerufen am 19. 12. 2017 von http://www.sustainablebrands.com/digital_learning/research_report/ products_design/trend_report_future_sustainable_fashion.

• (2018): „About - Six“. Six. Abgerufen am 12. 04. 2018 von http://www.madebysix.com/about/.

• (2018): „Amazon.de: Günstige Preise für Elektronik & Foto, Filme, Musik, Bücher, Games, Spielzeug & mehr“. Amazon.de. Abgerufen am 12. 04. 2018 von https://www.amazon.de.

• (2018): „Deep Shadows – Kinfolk“. Kinfolk. Abgerufen am 12. 04. 2018 von https://kinfolk.com/ deep-shadows/.

• (2018): „Ecommerce Events in Europe - Ecommerce News“. Ecommerce News. Abgerufen am 12.

04. 2018 von https://ecommercenews.eu/events/.

• (2018): „Ecommerce in Denmark - Ecommerce News“. Ecommerce News. Abgerufen am 12. 04.

2018 von https://ecommercenews.eu/ecommerce-per-country/ecommerce-in-denmark/.

• (2018): „Ecommerce in Europe - Ecommerce News“. Ecommerce News. Abgerufen am 12. 04.

2018 von https://ecommercenews.eu/ecommerce-per-country/ecommerce-in-europe/.

• (2018): „Fashion – Kinfolk“. Kinfolk. Abgerufen am 12. 04. 2018 von https://kinfolk.com/stories/fashion/.

• (2018): „Interiors – Kinfolk“. Kinfolk. Abgerufen am 12. 04. 2018 von https://kinfolk.com/stories/ interiors/.

• (2018): „Kilo Kish – Kinfolk“. Kinfolk. Abgerufen am 12. 04. 2018 von https://kinfolk.com/kilo-kish/.

• (2018): „Live and Breathe – Kinfolk“. Kinfolk. Abgerufen am 12. 04. 2018 von https://kinfolk.com/ live-and-breathe/.

• (2018): „Nordregio | International research centre“. Nordregio. Abgerufen am 12. 04. 2018 von http://www.nordregio.org.

• (2018): „Red Heads – Kinfolk“. Kinfolk. Abgerufen am 12. 04. 2018 von https://kinfolk.com/redheads/.

• (2018): „Ronja Witterstein (ronjasunny)“. Pinterest. Abgerufen am 12. 04. 2018 von https://www. pinterest.de/ronjasunny/art-london-inspo/.

• (2018): Projekter.aau.dk. Abgerufen am 12. 04. 2018 von http://projekter.aau.dk/projekter/ files/259644154/Gabriele_S._Master_thesis.pdf.

• (2018): Source.ethicalfashionforum.com. Abgerufen am 12. 04. 2018 von http://source.ethicalfashionforum.com/assets-uploaded/documents/The_Future_of_Fashion_-_In_Facts_Figures___The_Ethical_ Fashion_Source_(20150109).pdf.

• Balticfashion.eu. (2012). ESTONIA INNOVATION // TOPICS Baltic Fashion // Baltic Vision. [online] Availab- le at: http://www.balticfashion.eu/EE/3/innovation/57/topics/1/6/trash_to_trend.html [Accessed

12 Nov. 2017].

• Balticfashion.eu. (2017). ESTONIA DE // BALTIC FASHION EU NEWSLETTER - FIRST JULY EDITION Baltic Fashion // Baltic Vision. [online] Available at: http://www.balticfashion.eu/EE/PL/de/21/baltic_fashion_eu_ newsletter_-_first_july_edition/1/629/trash_to_trend.html [Accessed 13 Nov. 2017].

• Beard, N.D. The branding of ethical fashion and the consumer: A luxury niche or mass-market reality? Fash. Theory 2008, 12, 447–468 • Birkner, Cherie (2018): „8 Questions with Vivek Batra // CEO of hessnatur“. Sustainable Fashion Matterz. Abgerufen am 12. 04. 2018 von https://www.sustainablefashionmatterz.com/blog/hessnatur-vivek-barta-interview.

• Charter, M. Greener Marketing; Greenleaf Publishing: Sheffield, UK, 1992.

• Ecouterre.com. (2013). Ethical fashion Trash to Trend. [online] Available at: http://www.ecouterre. com/ wp-content/uploads/2013/05/ethical-fashion-bangladesh-trash-to-trend.jpg [Accessed 13 Nov. 2017].

• Ecouterre.com. (2013). Trash to Trend Debuts First Mass-Produced Upcycled-Clothing Collection. [online] Available at: https://www.ecouterre.com/trash-to-trend-debuts-first-mass-produced-upcycled-clothing- collection/trash-to-trend-1/ [Accessed 9 Nov. 2017].

• Eubusiness.com. (2017). Doing business in Latvia: Sustainability — EUbusi-ness.com | EU news, business and politics. [online] Available at: http://www.eubusiness.com/europe/latvia/home/sustainability [Acces- sed 8 Nov. 2017].

• Euromonitor.com. (2017). Consumer Lifestyles in Latvia. [online] Available at: http://www.euromonitor.com/ consumer-lifestyles-in-latvia/report [Accessed 8 Nov. 2017].

• Facebook.com. (2018). Reet Aus. [online] Available at: https://www.facebook.com/reetaus/photos/a .202604790084.283264.68675275084/10160160573805085/?type=3&theater [Accessed 20 Mar. 2018].

• Hendriksz, Vivian (2018): „Kering, H&M, Bestseller & more CEOs to tackle 7 crucial sus-tainable priorities“. Fashionunited.uk. Abgerufen am 12. 04. 2018 von https://fashionunited.uk/news/business/kering-h-m-bestseller-more-ceos-to-tackle-7-crucial-sustainable-priorities/2018032728851.

• https://www.recyclistworkshop.de/wp-content/uploads/2016/02/Pressekit-2016_print.pdf.

• Jung, S.; Jin, B. A theoretical investigation of slow fashion: Sustainable future of the apparel industry. Int. J. Consum. Stud. 2014, 38, 510–519.

• Reisch, Lucia A. & Bietz, Sabine, (2011). Communicating Sustainable Consumption. In: Godemann, Jasmin & Michelsen, Gerd, (ed.) Sustainability Communication. New York: Springer, pp. 141-150.

• Strähle, Jochen & Will, Claudia & Freise, Matthias, (2015). Communication of Sustainability at European Fashion Online Shops. [online] pool: International Jour-nal of Economics, Commerce and Managament. Available from: http://ijecm.co.uk/wp-content/uploads/2015/07/375.pdf [Accessed 3 March 2016].

• Sustainia. (2017). Sharing Design Globally for Upcycling Locally. [online] Available at: http://www. sustainia. me/items/sharing-design-globally-for-upcycling-locally/ [Accessed 13 Nov. 2017].

• Tehnopol.ee. (2017). Tehnopol. [online] Available at: https://www.tehnopol.ee/wp-content/ uploads/2017/04/LIE_spring_2017_ISSUU.pdf [Accessed 13 Nov. 2017].

• The Business of Fashion. (2018). Stella McCartney: Change Agent. [on-line] Available at: https:// www.businessoffashion.com/community/voices/discussions/can-fashion-industry-become-sustainable/stella-mccartney-change-agent [Accessed 20 Mar. 2018].

• Totême. (2018). Tops Archives - Totême. [online] Available at: https://toteme-studio.com/category/ tops/ [Accessed 20 Mar. 2018].

• Trashtotrend.com. (2017). Blog | Trash to Trend. [online] Available at: http://www.trashtotrend.com/ blog [Accessed 8 Nov. 2017]. Twit-ter.com.(2017).Twitter.[online]Availableat:https://twitter.com/e_estonia/ status/848701593604288512 • Upcycling!, U. (2016). Upcycling by heart :) Der Pop-Up Store Reet Aus bietet neuste Trends und bestes Design aus Fashion Upcycling!. [onli-ne] HEUTE IN HAMBURG. Available at: http://heuteinhamburg.de/b- lage-pop-up-store/ [Accessed 13 Nov. 2017].

• Yang, S., Song, Y. and Tong, S. (2017), “Sustainable Retailing in the Fashion Indust-ry: A Systematic Literature Review”, Sustainability, MDPI AG, Vol. 9 No. 7, p. 1266.

• Zero Waste Europe. (2017). And the best waste performing country in Europe is... Estonia! - Zero Waste Europe. [online] Available at: https://www.zerowasteeurope.eu/2014/04/and-the-best-waste-performing- country-in-europe-is-estonia/ [Accessed 10 Nov. 2017].

Kinfolk Studios