Filippa K Strategic Marketing Plan by Sarastovell

Lingerie 1

Strategic Marketing and Merchandising Plan project Sara Ellinor Örbom Stovell BA Fashion marketing & Communication, Level 6, 2017-2018 6FAMK004C, Marketing Techniques and Strategy 3 CWK1 Teacher/s: Alejandro González, Teresa Buhigas Word count: 3000

Table of Content

Challenge 5 Methodology 6

Internal Analysis 8-26 Marketing Strategy 10-11 Current Strategic Basis 12 Positioning Proposal 13 Marketing Mix 14-23 Product 14-19 Price 20-21 Distribution 22 Communication 23 Coming Product Line 24-25

External Analysis 26-56 PEST Analysis 28-29

Market Analysis 30-31 Consumer Analysis 32 Competitor Analysis 33 Positioning Map 34-35 SWOT, Analysis and Conclusion 36-43 Direct Competitor 45-53 Benchmarking 54-55

Strategic Marketing Plan 56-106 Strategic Basis 58

Marketing Strategy 59 Direct Positioning Proposal and Map 60-61 Key Success Factors 62-63 New Marketing Mix 64-101 Collection Strategy 64-65 Product 67-88 Price 86-93 Distribution 94-97 Communication 98-101 Coordination of Departments 102

Launch Plan 103-106 Appendix 107-120

Reference List 120-130

Challenge

Filippa K Lingerie Filippa K is now one of Scandinavia’s fashion brands and in the top of sustainable fashion. The brand has assisted the establishment of the iconic Scandinavian minimal look, specially known for the well-fitted, high-quality and sustainable style. Offering a wide range of products for men and women, yet they are missing the most essential item in a womans closet - Lingerie. The challenge of this plan is to structure the main concept of launching a sustainable lingerie and sports underwear collection for a minimalistic brand focusing in simplistic yet feminine style garments. Sweden, as the leading country in sustainability of multiple sections, fashion being one of them, the lingerie and underwear market is yet to be developed. This has lead to the opportunity of launching Filippa K Lingerie. After thoroughly investigating the market and customers, it has shown that there is a interest and will in purchasing high quality sustainable lingerie.

Methodology This research is conducted using primary research through interviews with customers and employees of Filippa K. These interviews will give direct information about thoughts and feelings about the brand. Direct visits to stores and shop-in-shop will be conducted by the researcher herself. Primary resources will permit a qualitative data, rather then quantitative. Accessing data from current customers and employees in order to meet specific needs of this research. Secondary resources through the brands Online website, reports and social media platforms to gather quantitative that access current and relevant information. The quantitative data will be used in order to argue the information provided.

Internal Analysis

Marketing strategy Filippa K was founded in 1993 and is one of the leading Scandinavian fashion brands currently stationed head office in the Swedish capital, Stockholm. Present in 30 markets through 50 brand stores, 600 premium retailers, and Online web shop. Releasing four collections annually that consists womens wear and menswear line, also their Soft Sport collection including swim wear and training essentials (Filippa-k.com, 2018). With a passion for design, the focus strategy to create fashionable clothings that will last a long time in terms of quality and style. Offering a style rather than a trend by creating timeless pieces and wardrobe favorites that can be used season after season. This means an increasing in purchase of long-lasting products of quality, style and simplicity, as well as enabling products a second life (Filippa K Sustainability Report, 2016, p8). At Filippa K, quality is key and has a greater meaning as part of everything that is created inside Filippa K, from the designed of the products, how they are manufactured and sold, to the care for employees and interactions with customers. Reducing negative impact through the choice of materials, production practices and partners in the value chain. Striving for a long-term sustainable business within global boundaries. Filippa K attempt to be a brand that is worthy of trust (Filippa K Sustainability Report, 2016, p8).

Filippa K Vision “Fashion where sustainability is the guide to growth. Ecosystems and planetary boundaries are our inspiration. We want to be part of the solution rather than add to the problem.” (Filippa Knutsson, 2018)

“ IF WE WANT FASHION TO STAY RELEVANT

INSIDE AND OUT, WE NEED TO BE PERSONAL, SIMPLE AND LONG-L ASTING. ECOSYSTEMS ARE OUR INSPIR ATION. PL ANETARY BOUNDARIES PROVIDE OUR GIVEN FR AMEWORK. SUSTAINABILIT Y IS OUR GUIDE TO GROW TH. WE ARE DEDICATED TO A CAREFULLY CUR ATED WARDROBE BUILT ON PERSONAL ST YLE, CIRCUL AR DESIGN

AND A HOLISTIC APPROACH TO BUSINESS. HOW WE DO SOMETHING IS HOW WE DO EVERY THING. WHAT WE DO IS LONG-L ASTING. ” (Filippa K Sustainability Report, 2016).

Filippa Knutsson, Founder and Creative Director

Current Strategic Basis With a defined target of men and woman at age 30 - 45 with a high income living in a Scandinavian metropolis thriving for long lasting minimalistic design. Passionate about Eco friendly and sustainable products, spontaneous shopping is not ideal, and is highly passionate about her/his career (Bramstrup, 2016). Filippa K’s differentiation is working with sustainability where the focus is mainly on their choice of materials, design and production. As their main competitive strategy to rule the Swedish and Scandinavian markets are through sustainable products with a minimalistic design while portraying femininity with original finishings. The idea of using minimalism and sustainability as the core is displayed through their transparency as a business. Openly showing what the products are made of and where the production has taken place, portrayed in depth within their sustainability report. The transparency helps striving for major achievement and future goals of the brand, such as 2030 commitment of using only sustainable materials in all garments in order to produce only recyclable styles. Promoting and encouraging recycling and up-cycling of all garments purchased, specifically any products purchased at Filippa K.

In 1993, Filippa Knutsson and her then husband Patrik Kihlborg founded Filippa K. Designer Karin Segerblom joined at an early stage. The first products were part of a small collection of tight stretch jeans that immediately became very popular in Stockholm. This was the start of Filippa K’s successful journey. The brand grew quickly and basic styles of knits and jersey were added to the fashion line. Today, more than 20 years later, the brand is still growing steadily.

Considering the sustainable materials and produca long time both in terms of style and quality. We offer a style rather than a trend by creating timeless pieces

Filippa K is a company with a passion for design. Our strategy has always been to make clothes that can last and wardrobe favourites that can be used season after season.

K is a company based on strong values, and our products are the core of our business. Style, Simplicity tion, the design and style of Filippa K is Filippa to enhance

and Quality are three values that characterise everything we do. These values serve as a guide in our everyday efforts to meet both our own requirements and those of our stakeholders. At Filippa K, quality means more than just meeting our customers’ expectations in regard to our products. Quality is part of everything we do, from how our products are designed, manufactured and sold, to how we care for our colleagues, customers and everyone else with whom we interact. We strive to be a brand that is worthy of trust.

femininity through minimalism where the garments

have a clean and pure look while feminine. There are many challenges in being part of the textile industry, an industry with long and complex supply chains

and one that leaves significant environmental and social footprints. We try to reduce our negative impact through the choice of our materials, our practices in production and our partners in the value chain. But perhaps most

Filippa K has found that key in designing a desirimportantly, our aim is to not produce more than needed and to not contribute to overconsumption. For us, that

”Inspired by my own needs, I set out to build a brand that had substance and truth, not dependent on the superficial trends of the fashion industry.”

means increasing our purchase precision and offering long-lasting products of quality, style and simplicity, as well as enabling our products a second life, for example through our second hand store.

able styled garment for the Scandinavian market,

We strive to run a long-term sustainable business within the planetary boundaries. To ensure long-term sustainable success we must have a holistic view of our business and value chains, and understand how all parts interact.

where minimalism meets ‘twisted chic’ feminine

Filippa Knutsson Founder of Filippa K

Positioning Proposal Minimalism is key in design, layout and display in Scandinavian fashion house. Filippa K are creating a simple theme using variety of tones, shades and shapes in order to create a harmonious environment, without the cold feeling. Bringing nature and pure essentials to their designs and finishes, using simplicity in multiple aspects such as colors in varies shades to create a warm while clean feeling. While not only offering a varied collection, Filippa K is offering their customers a lifestyle. The minimalistic design gives essentials and pure details, connecting to nature and brings a sense of tranquility. The lifestyle Filippa K wants to offer is the pure and natural way of living, excluding all artificial products and materials.

he ds

@Filippa K Instagram

Product

Current Marketing Mix Womans Wear

Mans Wear

Current Product Line Filippa K is currently offering womans wear and mens wear, however the new product line is launched only offering womans wear. Therefore, the chart’s (below) are a deep analysis on the percentage of the current womans product line, soft sport and accessories category.

Graph 1

WOMANS PROUCT LINE Coats & Jackets Tailor ed Jackets 3% 2% Soft Spor t 23%

Knitwear 12%

Shir ts & Blouses 9%

Accessor ies 16%

T-shir ts 9%

Jeans 3%

Tops 6% Tr ouser s 6%

Skir ts 4%

Dresses 7%

Soft Sport

Graph 2

Beachwear 23% Training 39%

Travel & Leisure 38%

ACCESSORIES

Graph 3 Scarf 19%

Bag & Wallets 21%

Gloves 5%

Hats 1% Belts 8%

Socks 15%

Shoes 31%

Price Current Price range WOMAN'S WEAR € 800 € 700 € 600 € 500 € 400 € 300 € 200 € 100 €0

Lowest

Highest

All data is collected from official website. (Filippa-K.com, 2018)

SOFT SPORT € 350 € 300 € 250 € 200 € 150 € 100 € 50 €0

Training

For further information and data, see appendix 3

Travel & leisure Lowest

Highest

Beachwear

All data is collected from official website. (Filippa-K.com, 2018)

Womans wear price average From the current price range (page 26), the graph below displays an product range within each price categories. For further information see appendix 3.

Price Rate %

6% 8%

€ 690 - 500

5% 10%

€ 500 - 350

€ 350 - 250

€ 250 - 150

€ 150 - 70

30% 40%

€ 70 - 50

€ 50 - 15

Distribution Filippa K is currently found in 7 countries all around

The coming product line will be focused to launch

Europe, also found Online world wide. Filippa K has 21

first in the Swedish market and to their specific

locations around Sweden. With different clusters, a total

woman oriented stores, and shop-in-shops. The dif-

of 6 different type of clusters at multiple locations in

ferent clusters that the new lingerie and underwear

Sweden.

line will be distributed and display in are:

The clusters are divided into;

- 1 Flagship Stores

- 4 Own Stores, both men and women

- 5 Shop-in-Shops

- 4 Own stores, only for women

- 3 Women Stores

- 2 Own stores, only for men - 5 Shop-in-Shops, only women - 4 Shop-in-Shops, only men - 2 Outlets (mixed) (Filippa-k.com, 2018)

Communication Filippa K is communicating directly to their customers through their Online web-shop and official social media platforms such a email, Facebook, Instagram and Pinterest. Informing directly to their loyal customers. Officially using the hastage #Filippak, which will link you directly to pictures by Filippa-K or customers showing their products. However, through digging on the official website, multiple aspects of major transparency details are lacking. The official website of Filippa K is displaying their storytelling, although it is certainly vague. A storytelling should be well displayed in order for future, also current, customers to easily find attraction to a well designed business.

@FilippaK

Coming Product Line Filippa K current price, product, distribution and communication strategy is the basis for the coming launch of the new Lingerie and Underwear collection. This line is inspired by the minimalistic yet feminine Scandinavian lifestyle using natural and pure essentials to satisfy the customer wants and needs. Entering a new competitive market where the use of sustainable materials are key to have the best competitive strategy yet in Lingerie in Sweden. With close competitors in the Scandinavian market, creating a collection where femininity and minimalism is key in order to give that Filippa K finished detail. Achieving a price point of the lowest priced item between the low rage of 15-50€ to the highest item between mid-low 50-70€ range. Improving the communication strategy used by Filippa K, focusing on developing a greater storytelling highlighting their differentiation in the market. This is to incurage and educating a larger market interested in enhancing for a better lifestyle. Filippa K Lingerie will not only help take care of the planet, it will also take care of you.Pa

External Analysis

PEST Analysis Political The Kingdom of Sweden is essentially monarchy based on a parliamentary democracy and has been a part of the EU since 1995, but did not accept the adoption of the euro in 2003 (Arnett, 2014). The political aspects affecting the fashion industry corporations would be any change in multiple aspects, the corporate tax rate, sales tax, and personal income tax rates (Tradingeconomics.com, 2018).

Economical Sweden has one of the highest standards of living in the world. The unemployment rate (6.9%) remains a concern despite having declined. One of the most secure economies in the world is found in Sweden, who in 2017, was one of the leading countries in the world with the largest GDP per capita (Statista.com, 2018).

Social Sweden is studied to be one of the best places to live in Europe due to the social welfare system, providing universal health care and education for all citizens. Including low unemployment and high wages, Sweden is being considered one of the highest developed societies in the world (Strutner, 2015). Sustainability is a powerful aspect and Swedish companies have a long history of active corporate social responsible work and is a leading figure in the sustainable field. Sweden is ranked number 1, as the Most Sustainable Country in the World 2017 according to the Country Sustainability Ranking (Robecosam.com, 2017), see appendix 4.

Technological The European Commission, The Innovation Union Scoreboard 2010, ranked Sweden to the leading country for innovation among all the EU members. Sweden has show particularly strong innovations in technology, biotechnology, vehicles and the fashion industry. The modern-day zipper was improved and developed by Gideon Sundbäck in 1913, as well major fashion designer brands, like H&M group, Acne Studios, Totême, and Byredo, have established their northern roots to an international recognition (Sweden.se, 2017). Ann Linde, Minister for EU Affairs and Trade, in 2016 said “The interest in Swedish fashion continues to increase worldwide. The fashion industry in 2015 had the fastest export growth, which depends on both the Swedish designers make stylish clothes and Swedish brands create innovation around sustainability and innovation” (Fashion Week Stockholm, 2016).

Market Analysis

“The Nordics are leading the world in sustainable development” - Business Insider, (Carlström, 2016)

Today, most fashion companies are actively work to make sure that their garments last longer. In the past few years, both large and small brands have implemented sustainable work practices that can reduce the environment’s pollution and improved labor conditions in production countries. The Scandinavian countries have shown to be the leading face for sustainability in the fashion industry (Fashionunited.uk, 2015), see appendix 4. Taking the reputation of Scandinavian design to another level, Denmark is internationally renowned for its unwavering commitment to sustainable fashion (Hashemi, 2017). Denmark currently has multiple brands, offering underwear collection, with high-quality garments made from environmentally friendly material such as, organic cotton, recyclable polyester, bamboo fibers and more. There has been an increase in the sustainable fashion industry over the past few years, however multiple sustainable labels still remain unknown to the public (Kaysen, 2017).

Consumer analysis Filippa K are targeting customers of 30-45, woman and men, educated and highly interested in well designed product with a slightly larger spending limit. Desires comfort and quality clothings over price, while feeling elegant in a minimalistic Scandinavian way. Planning purchases instead of impulse shopping. Devoting a simple and long-lasting fashion, simplicity as a form of luxury (Bramstrup, 2016). Through interviews with current customers of Filippa K’s present consumers, occasional and loyal shoppers, are not purchasing any excessive amount of underwear. Neither any sustainable, as there yet are very few sustainable underwear brands found in Sweden. Among the customers, the seek for comfort and quality materials when purchasing underwear is the highest priority, as well as price and looks. Filippa K is striving for an 80%sustainable lingerie collection and to be 100% by 2030. Through primary research (interviews and visits) and secondary research (data), Sweden is shown to be a highly suitable location to launch a sustainable lingerie and underwear collection line. Sweden, and the Scandinavian market have a high demand and interest in having a sustainable lifestyle. Further information is found in appendix 1 and 4.

Competition Analysis Most Scandinavian fashion brands are highly focused in producing fashion in a sustainable approach, where quality is key. With similar aspects within their marketing mix, customers, locations and strategies, one strength or weakness of each brand can be a threat or a opportunity to the other.

Positioning map

Competition Positining

Multistyled 10 9 8

Cat egory Variet y

Afford-Ability

7 6 5 4 3 2 1

Exclusivity

Brand Awareness

St ore Experience

Number of POS

Online Experience Filippa K

Whyred

Stylein

Anine Bing

Dagmar

Multi-style

Category Description

The brands are graded on a scale from 0-10 on how multi-styled the brand is. How many different styles they carry within each category and collection.

Afford-ability The brands are graded on a scale from 0-10 on the afford-ability of the product. The closer to 0 the brand is, the higher the prices. Considering all categories.

Brand Awareness

The brands are graded on a scale from 0-10 on the awareness of the brand, domestically (in Sweden) also world wide. 10 being very high awareness.

Number of POS

The brands are graded on a scale from 0-10 on the number of point of sales, domestically and internationally. 10 being the highest number of POS and multiple locations including international locations.

Online Experience The brands are graded on a scale from 0-10 on the experience of the brands Online store. Focusing on the display, offers and layout; how easy and convenient it is to shop in their Online shop. 10 being the top Online shop in the categories.

Store Experience

The brands are graded on a scale from 0-10 on the experience inside the physical stores. What emotional experience you have, what are they selling, the atmosphere, and the display.

Exclusivity

Category Variety

The brands are graded on a scale from 0-10

The brands are graded on a scale from

on the exclusivity of the brand it self.

0-10 on how varieties there are within each of their categories.

SWOT Analysis Strengths - Sustainable - Well displayed shops - Timeless pieces

Weakness

- No cross-selling (Online) - Does not have emotional image - Only selling products - Communication

Opportunities - Widening collections - Improve Online shop - Improve store experience

Threats

- Brands offering more than products - Well displayed Online shops - Emerging competitors - Rising costs of raw organic materials

Strengths - Wide product range and styles - Tailoring - Cross-selling

Weakness

- Not selling any experience or dream - Website design could be improved Lack of advertising and promotion

Opportunities -Sustainable thinking - Improve awareness

Threats - Competitive market - Sustainable thinking

Strengths

Weakness

- Designing pieces for all

- No Online cross-selling

occasions

- Expensive

- Offering Online exclusives

- Brand Awareness

- Narrowed style, Business

- Narrow target

formal wear

Opportunities

- Develop a sustainable collection or items - Improve brand awareness through communication

Threats

- High competitive market - Scandinavian Sustainable market - Low everyday wear items

Strenghts

- Worldwide awareness - Multiple point of sales - Good Online shop - Everyday wear - Offers Lingerie

Weakness - Narrow target - High prices

Opportunities - Focusing on using sustainable materials and fabrics

Threats - Offering of Scandinavian style brands

Strength

Weakness

- Variety in categories

- Brand Awareness

- Sustainable collection

- Not multi-styled

- Good communication - Online Cross selling - Some local production in Sweden - Rising awareness to woman abuse

Opportunities

Threats

- Improve e-comers

- Similar Scandinavian

- Communication to improve

brands featuring similar

brand awareness

products - Expansion of POS by competitors

Analysis and

Conclusion Differentiating the competitors in the current Swedish market the competitors identifying multiple similarities in multiple aspects. Carrying similar characteristics and targets, however through the SWOT analysis it has come to a conclusion what the competitors are doing better than Filippa K in the market. However, one major strength that is only present in House Of Dagmar as well as in Filippa K. These two brands are currently the only brands offering sustainable collections. It is identified that Filippa K does have multiple improvements, such as store atmosphere and appearance, communication strategy and the storytelling of the brand. These aspects need to be considered in order for Filippa K to be the top in the sustainable fashion market in Scandinavia.

direct competitors

Mission “Our biggest goal is to show that fair fashion made in sustainable fabrics do not have to be boring or less fashionable, it can be combined and we do our best to show that it’s possible.” (Underprotection, 2018)

style only, focusing on simplistic and geometric

c nti

shapes and cuts to identify their items.

ma Ro

- Underproduction is focusing on having one

Va rite ty

Brand Characteristics

- Having a large variety of products

Simple / Geometric

Mission “Our sustainable clothing line is made of the finest Modal. Modal is a beechwood pulp fiber. It is smooth, soft and breathableyour skin will love it!” (woronstore, 2018).

Brand Characteristics - Carrying one style only

ity

nim

c pli

Sim

- Focusing the brand aspect in the details

ali sm

- Using geometrical styles

Details Smart Basic Woron is using smart basic details in their products. Offering three different colors in one style where the focus is on the details. Targeting woman seeking smart detailed underwear in a minimalistic design.

Brand Characteristics - Having one style only - Using romance as a aspect of their brand AnkeDot is playing with details of a special lace, Encaje. Letting the brand give a retro romanticism feel.

c nti

tro

Details (Encaje) sustainble

Brand Characteristics

lism

The everyday basics with an aesthetic of

classic, clean lines and Swedish styling.

sth

ity

eti

c pli

GOTS, Global Organic Textile Standard.

Sim

ini

Materials Organic cotton certificated by

Smart Basic

Benchmark Opportunities

The Reformation, a world wide known fashion business focusing on a affordable design with a sustainable background. The Reformation is striving to design effortless silhouettes to encourage and expresses the feminine body. Designing pieces that is desired at the moment by the customers. Sourcing only the most beautiful and sustainable fabrics possible. Keeping their main focus on sustainability and using it as a main key and core of everything done. Using factories that uses the most efficient, Eco-friendly and pro-social technologies and practices (Thereformation.com, 2018). The Reformation has a high level of transparency on their sustainability productions, investing in green building infrastructure to minimize waste, water, and energy footprints. Providing on-the-job training to increase the opportunities for in-house growth (Thereformation.com, 2018). Through observations on the web shop and social media platforms, The Reformation are protraying a greater vision of their use of sustainable materials, the way to make fashion more sustainable and environmental friendly. The Reformation shows how you can create wonderful garments from recycled materials, while selling a dream. Through great storytelling, communication and transparancy to customers, The Reformation continues to spread awareness of the sustainable fashion industry.

Strategic Marketing Plan

Strategic Basis Filippa K is at the forefront among Swedish brands when it comes to integrating sustainability with the company. Filippa K is defined as, Elegant and timeless minimalistic design with good quality and sustainable materials. Filippa K communicating a sustainable business through transparency, although rather vague. Todays society is demanding sustainable thinkers and long lasting timeless pieces in their wardrobe. In order to attract new customers to find interest in a new product greater communication and open transparency is needed. Visually stating sustainability and providing with clear facts is needed when encouraging new customers to spend a larger amount of money on key products.

Marketing Strategies Competitive strategy For the new launch of Lingerie and Home accessory collection, the current highlights of Filippa K will be used in order to keep the core essence of the brand. Focusing on the product design, material and finishing to accomplish the Filippa K style. Keeping production sites close is a main requirement for Filippa K, considering that sustainability and environmental considerations are always taken when producing. See further information on production countries viewed in percent in appendix 8.

Growth strategy The growth strategy that is going to be used is developing a new product line within Filippa K. Developing a new product category will help encourage the existing market while intriguing a new and younger market. Directing the focus on communicating a deeper understanding and broaden the knowledge of the topic sustainability. Promoting the sustainability approach, in the interest of inspire a new target to rethink spontaneous purchases and overconsumption of bad quality and material in the most intimate and closes garment to our body.

Direct Competitor Positioning Proposal & Map Sustainable Material

Current Positining

10 9 8 7 6 5 4

Smart Basics

St yle Variet y

3 2 1 0

Afford-Ability

Filippa K

Color/Pattern Variety

WORON

Underprotection

AnekDot

Bread and Boxers

The current positioning of Filippa K (blue) comparable to its direct competitors in the current brands offering lingerie and underwear.

Future Position

Sustainable Material 10 9 8 7 6 5 4

Smart Basics

St yle Variet y

3 2 1 0

Afford-Ability

Old Filippa K

Future Filippa K

Color/Pattern Variety

WORON

Underprotection

AnekDot

Bread and Boxers

Comparing the previous state of Filippa K (black line) to the future position (blue line) where Filippa K has moved upwards on the positioning map, passing or entering the same position as the competitor. Keeping the same affordable product, with high quality and design. In 2016, Filippa K increased their use of sustainable materials to 49% in their collections (Filippa K Sustainability Report, 2016, p25). In this launch, the lingerie and underwear collection will have a use of sustainable material to 100% in all lingerie and underwear.

Key Success Factors The key success factors for the launching of a new product category includes the two main essentials of Filippa K, transparency and sustainability. By rethinking, redesign ing and rebuilding many processes and formats is the core for keeping a sustainable process. Striving towards a circular economy with no waste and all fibres and materials can be reused or recycled. Making conscious decisions in everything from design to marketing and sales, demanding full transparency in the value chain. Fair Wear Foundation is one of major organization Filippa K is working with to secure the working conditions at all sewing factories used by Filippa K. Other major factors will be: - Targeting a new market - Communication strategy With these factors, we are hoping to create a unique value to current and future customer to help make this line a competitive advantage to our competitors.

New Marketing Mix Collection Strategy Filippa K is currently carrying a category selection of men and woman, also a soft sport collection for woman. For woman, there are currently 12 clothing and accessory categories, also a garment care and gift card option. The offer of lingerie or sports underwear is not yet available at Filippa K (Filippa-K.com, 2018). Therefor, Filippa K Spring Summer collection 2018 will launch a new category line womans lingerie and underwear, also a home accessory category will be launched. There will be also be an extension of sports wear. The minimalistic, urban and simplistic design will be kept in order to follow the key aspects of Filippa K, while expanding the product category. All item details and an estimated budget is found in Product and Price sections (p67-89), for further current product information see graphs on page 23-24 and appendix 3.

Product Category

Lace Bralette

Woman Lingerie

Without steel Hoop

Fabric - Polyamide - Spandex - Adjustable straps

Size Chart - Small - Medium - Large

Color Palette

Balconette Bra With steel Hoop

Color Palette

Fabric

- Satin - Polyamide - Spandex - Adjustable straps - Steel Wire

Size Chart 70 A-C 75 A-C 80 A-C 85 A-C 90 A-C

Underwear thongs

Fabric

- Cotton, Spandex - Lace: Polyamide, Spandex - Hand wash - Normal rise

Size Chart - Small - Medium - Large

Brazilian Briefs

Fabric

- Cotton, Spandex - Lace: Polyamide, Spandex - Hand wash - Normal Rise

Size Chart - Small - Medium - Large

Color Palette

Sleepwear Nightgown

Color Palette

Fabric

- Silk & Elastane - Lace: Polyamide & Elastane - Classic A-line cut - Straight hemline - Hand wash

Size Chart - Small - Medium - Large

Sports Collection Sports Bra Fabric

- Cotton - Lyocell - Spandex

Size Chart - Small - Medium - Large

Color Palette

Training Shorts Color Palette

Fabric

- Lyocell - Polyamide - Spandex

Size Chart - Small - Medium - Large

Seamless thongs and Briefs

Color Palette

Fabric

- Cotton, Spandex - Hand wash - Small - Normal rise - Medium - Large

Accessories Scrunchies Color Palette

Fabric

- Crushed velvet - Elastane

Size Chart

- One Size

“Telephone Wire” Hair ties Fabric

- Recycled Plastic

Size Chart

- One Size

Glitter socks Colour Palette

Fabric

- Polyamide - Elastane

Size Chart - One Size

Eye Sleeping Mask

Fabric

- Silk - Cotton - Elastan + Elastic band

Size Chart - One Size

Home Accessories Scented Candles

250g - Clean Cotton - Gardenia - Recycled glass jar

Scented oil with diffusion Sticks Scent: - Clean Cotton - Gardenia

- 230 ml - Recycled glass jar - Recycled wood sticks (10 pieces)

Soapstone candle Plates

Soapstone plate - 20x15 cm - One size

Delicate Laundry Bag Organic Cotton laundry bag for delicates

Product Information Prodcuct Information Categories

Item

Woman Lingere

Material

Size

Lace Bralette

Lace: 95% Polyamide, 5% Spandex, Adjustable straps

Small (Cup size A/B) Medium Cup size B/C) Large Cup size C/D)

Lace Bralette

Lace: 95% Polyamide, 5% Spandex, Adjustable straps

Small (Cup size A/B) Medium Cup size B/C) Large Cup size C/D)

Lace Bralette

Lace: 95% Polyamide, 5% Spandex, Adjustable straps

Small (Cup size A/B) Medium Cup size B/C) Large Cup size C/D)

Lace Bralette

Lace: 95% Polyamide, 5% Spandex, Adjustable straps

Small (Cup size A/B) Medium Cup size B/C) Large Cup size C/D)

96% Polyamide, 4% spandex, steel wire, steel hooks

70A-C, 75A-C, 80A-C, 85A-C

Balconette Bra

96% Polyamide, 4% spandex, steel wire, steel hooks

70A-C, 75A-C, 80A-C, 85A-C

Balconette Bra

96% Polyamide, 4% spandex, steel wire, steel hooks

70A-C, 75A-C, 80A-C, 85A-C

Balconette Bra

96% Polyamide, 4% spandex, steel wire, steel hooks

70A-C, 75A-C, 80A-C, 85A-C

97% Cotton, 3% elastane Lace: 95% Polyamide, 5% Elastane

Small, Medium, Large, XLage

Thongs

97% Cotton, 3% elastane Lace: 95% Polyamide, 5% Elastane

Small, Medium, Large, XLage

Thongs

97% Cotton, 3% elastane Lace: 95% Polyamide, 5% Elastane

Small, Medium, Large, XLage

Thongs

97% Cotton, 3% elastane Lace: 95% Polyamide, 5% Elastane

Small, Medium, Large, XLage

Brazilian Briefs

97% Cotton, 3% elastane Lace: 95% Polyamide, 5% Elastane

Small, Medium, Large, XLage

Brazilian Briefs

97% Cotton, 3% elastane Lace: 95% Polyamide, 5% Elastane

Small, Medium, Large, XLage

Brazilian Briefs

97% Cotton, 3% elastane Lace: 95% Polyamide, 5% Elastane

Small, Medium, Large, XLage

Brazilian Briefs

97% Cotton, 3% elastane Lace: 95% Polyamide, 5% Elastane

Small, Medium, Large, XLage

Balconette Bra

Thongs

Prototype

Color

Black

Prodcuct Information Categories Woman Woman Sleepwear Lingere

Woman Sports

Item

Prototype

Color

Size

Nightgown Lace Bralette

95% Silk, 5% Elastane Lace: 97% 95% Polyamide, Polyamide, Small (Cup size A/B) Lace: Small, Medium, Large 5% Spandex, 3% Elastane, adjustable Medium Cup size B/C) Adjustable Large Cup size C/D) strapsstraps

Nightgown Lace Bralette

95% Silk, 5% Elastane 95% Polyamide, Polyamide, Small (Cup size A/B) Lace: 97% Small, Medium, Large 5% Spandex, 3% Elastane, adjustable Medium Cup size B/C) Adjustable Large Cup size C/D) strapsstraps

Nightgown Lace Bralette

95% Silk, 5% Elastane Lace: 95% Polyamide, Small (Cup size A/B) Lace: 97% Polyamide, Small, Medium, 5% Spandex, Medium Cup sizeLarge B/C) 3% Elastane, adjustable Adjustable straps Large Cup size C/D) straps

Lace Bralette Sports Bra

Lace: 95% Polyamide, Small (Cup size A/B) 93% 7% 5%Lyocell, Spandex, Medium Cup sizeLarge B/C) Small, Medium, Spandex Adjustable straps Large Cup size C/D)

Balconette Bra Sports Bra

Black

Sports Bra Balconette Bra

Balconette Bra Training Shorts

Thongs Seamless thongs

96% Polyamide, 4% 93% Lyocell, spandex, steel7% wire, Spandex steel hooks

70A-C, 75A-C, 80A-C, Small, Medium, 85A-C Large

93%Polyamide, Lyocell, 7%4% 96% Spandex spandex, steel wire, steel hooks

Small, Large 70A-C,Medium, 75A-C, 80A-C, 85A-C

90% Organic Cotton, 96% Polyamide, 10% Spandex 4% spandex, steel wire, steel hooks 90% Organic Cotton, 10% Spandex 96% Polyamide, 4% spandex, steel wire, steel hooks 90% Organic Cotton, 10% Spandex

Training Shorts

Black

36-42 70A-C, 75A-C, 80A-C, 85A-C 36-42

70A-C, 75A-C, 80A-C, 85A-C 36-42

100% Cotton, Small, Medium, Large, Lace: 95% Polyamide, 93% Organic Cotton, Small, Medium, XLage Large, 5% Elastane Spandex 7% XLage

Thongs Seamless thongs

100% Cotton, Small,Medium, Medium,Large, Large, 93% Organic Cotton, Small, Lace: 95% Polyamide, XLage 7% Elastane XLage 5% Spandex

Seamless thongs Thongs

Cotton, 93%100% Organic Cotton, Small, Medium, Large, Small, Medium, Large, Lace:7% 95% Polyamide, Elastane XLage XLage 5% Spandex

Seamless briefs Thongs

93% Organic Cotton, Small, Medium, Large, 100% Cotton, 7% Elastane XLage Large, Small, Medium, Lace: 95% Polyamide, XLage 5% Spandex

Seamless briefs

Brazilian Briefs Seamless briefs

Accessories

Material

Brazilian Briefs Scrunchies

93% Organic Cotton, Small, Medium, Large, 97% 7%Cotton, Elastane3% XLage spandex Small, Medium, Large, Lace: 95% Polyamide, XLage 93% 5% Organic Cotton, Small, Medium, Large, Spandex 7% Elastane XLage

97% Cotton, 3% spandex 85% Crusched velvet, Lace: 95% Polyamide, 15% Elastane 5% Spandex

Small, Medium, Large, XLage Once Size

Seamless briefs

93% Organic Cotton, 7% Elastane

Small, Medium, Large, XLage

Seamless briefs

Organic Cotton, Prodcuct Information 93% 7% Elastane

Small, Medium, Large, XLage

Categories

Item

Accessories

Scrunchies

Woman Lingere

Prototype

Color

85% Crusched velvet,

Lace:15% 95%Elastane Polyamide, 5% Spandex, Adjustable straps

Lace Bralette Scrunchies

85% Crusched velvet, 15% Elastane

Lace Bralette Scrunchies

Lace: 95% Polyamide, 85%5% Crusched velvet, Spandex, 15% Elastane Adjustable straps 85% Crusched velvet,

Size

SmallOnce (Cup Size size A/B) Medium Cup size B/C) Large Cup size C/D) Once Size

Small (Cup size A/B) Medium CupSize size B/C) Once Large Cup size C/D)

Lace:15% 95%Elastane Polyamide, 5% Spandex, Adjustable straps

SmallOnce (Cup Size size A/B) Medium Cup size B/C) Large Cup size C/D)

Black

Elastic recycled plastic

Once Size

Wire Hairties

Clear

Lace: 95% Polyamide, 5% Spandex, Adjustable straps Elastic recycled plastic

Small (Cup size A/B) Medium Cup size B/C) LargeOnce Cup Size size C/D)

Balconette Bra

Black

96% Polyamide, 4% spandex, steel wire, 95% Polyamide, 5% steel hooks

70A-C, 75A-C, 80A-C, 85A-C

96% Polyamide, 4% spandex, steel wire, steel hooks

70A-C, 75A-C, 80A-C, 85A-C

Scrunchies

Lace Bralette Wire Hairties

Lace Bralette

Sparkling Socks

elastane

Balconette Bra

36-37, 38-39, 40-41

Sparkling Socks

95% Polyamide, 5% elastane

36-37, 38-39, 40-41

Balconette Bra

96% Polyamide, 4% spandex, steel wire, steel hooks

70A-C, 75A-C, 80A-C, 85A-C

Sparkling Socks

95% Polyamide, 5% elastane 4% 96% Polyamide,

spandex, steel wire, steel hooks

Balconette Bra

Sparkling Socks Thongs

Black

100% Cotton, Small, Medium, Large, 95% Silk, 5% Lace: 95% Polyamide, XLage elastane 5% Spandex Once Size

Eye Sleeping mask

Lining: 100%Cotton, Elastic band

100% Cotton, Small, Medium, Large, Lace: 95%Silk, Polyamide, 95% 5% XLage 5% Spandex elastane

Thongs Eye Sleeping mask

Lining: 100%Cotton, Elastic band 97% Cotton, 3%

Once Size

spandex Small, Medium, Large, 95% 5% Lace: 95%Silk, Polyamide, XLage elastane 5% Spandex Once Size

Brazilian Briefs Eye Sleeping mask

Lining: 100%Cotton, Elastic band

Brazilian Briefs

Cotton,5% 95%100% Polyamide, Small, Medium, Large, Lace: 95% Polyamide, 36-37, 38-39, 40-41 elastane XLage 5% Spandex

Elastic band

Thongs

Delicate laundry bag

36-37, 38-39, 40-41

70A-C, 75A-C, 80A-C, 85A-C

100%Silk, Cotton, 95% 5% Small, Medium, Large, Lace: 95% Polyamide, elastane XLage Once Size 5%100%Cotton, Spandex Lining:

Thongs Eye Sleeping mask

Material

White

97% Cotton, 3% spandex Small, Medium, Large, Lace: 95% Polyamide, XLage 5% Spandex 100% Organic Cotton

Once Size

97% Cotton, 3% spandex Small, Medium, Large, Lace: 95% Polyamide, XLage 5% Spandex 97% Cotton, 3%

Prodcuct Information Categories

Item

Prototype

Color

Material

Size

Scent Woman Home Lingere Accessories

Lace Bralette Sented candles

Sented candles Lace Bralette

Sented sticks + Oil Lace Bralette

Sented sticks + Oil Lace Bralette Accessory plate

Lace: 95% Polyamide, Small (Cup size A/B) 5% Spandex, Soy Wax, recycled glass Medium Cup size B/C) Clean cotton Adjustable LargeOne Cup Size size C/D) jar, cotton straps wicks

Gardenia

Lace: 95%recycled Polyamide, Soy Wax, glass Small (Cup size A/B) One 5%cotton Spandex, Medium CupSize size B/C) jar, wicks Adjustable straps Large Cup size C/D)

Scented oil, recycled Lace:jar, 95% Polyamide, (Cup Size size A/B) Clean cotton glass recycled wood Small One 5% Spandex, Medium Cup size B/C) sticks Adjustable straps Large Cup size C/D) Gardenia

White Soapstone

Balconette Bra

Black

Accessory plate

Black Soapstone

Balconette Bra

Scented oil, recycled glass jar, recycled wood One Size Lace: 95% Polyamide, Small (Cup size A/B) sticks 5% Spandex, Medium Cup size B/C) Adjustable straps Large Cup size C/D) Soapstone 96% Polyamide, 4% spandex, steel wire, steel hooks

One Size 70A-C, 75A-C, 80A-C, 85A-C

Soapstone

One Size

96% Polyamide, 4% spandex, steel wire, steel hooks

70A-C, 75A-C, 80A-C, 85A-C

70A-C, 75A-C, All the Balconette prototypes for steel thewire, products of 80A-C, spandex, Bra are inspirational prototypes 96% Polyamide, 4% steel hooks

85A-C

this line. The material list is suited according to the brand use of

96% Polyamide, 4% 70A-C, materials in their sustainable report, for further information see75A-C, 80A-C, spandex, steel wire, Balconette Bra

appendix 5.

steel hooks

85A-C

100% Cotton, Lace: 95% Polyamide, 5% Spandex

Small, Medium, Large, XLage

Thongs

100% Cotton, Lace: 95% Polyamide, 5% Spandex

Small, Medium, Large, XLage

Thongs

100% Cotton, Lace: 95% Polyamide, 5% Spandex

Small, Medium, Large, XLage

Thongs

100% Cotton, Lace: 95% Polyamide, 5% Spandex

Small, Medium, Large, XLage

Brazilian Briefs

97% Cotton, 3% spandex Lace: 95% Polyamide, 5% Spandex

Small, Medium, Large, XLage

Brazilian Briefs

97% Cotton, 3% spandex Lace: 95% Polyamide, 5% Spandex

Thongs

Black

85 Small, Medium, Large, XLage

Price This budget is based on a estimated approach on the cost of manufacturing products (Alibaba, 2018) made by substantial materials. As Stella McCartney said, “It can cost up to 70 percent more. We absorb that in our margin. We don’t price the products up” (The Business of Fashion, 2015), therefore a 70% is added on the cost. The units are a total of units ordered in all the sizes, as described in the Product description on page 78-81.

BUDGET Categories

Item

Color

Item type

Woman Lingere

Lace Bralette

Black

Star Performer

13,86 €

Lace Bralette

White

Star Performer

Lace Bralette

Cream Nude

Lace Bralette

Woman Sleepwear

Cost

Price

Margin

Units

Total Cost

65,00 €

78,68%

200

2 771,00 €

13,86 €

65,00 €

78,68%

200

2 771,00 €

Star Performer

13,86 €

65,00 €

78,68%

200

2 771,00 €

Dusty Pink

Star Performer

13,86 €

65,00 €

78,68%

200

2 771,00 €

Balconette Bra

Black

Profit builder

17,51 €

70,00 €

74,99%

200

3 502,00 €

Balconette Bra

White

Profit builder

17,51 €

70,00 €

74,99%

200

3 502,00 €

Balconette Bra

Cream Nude

Profit builder

17,51 €

70,00 €

74,99%

200

3 502,00 €

Balconette Bra

Dusty Pink

Profit builder

17,51 €

70,00 €

74,99%

200

3 502,00 €

Thongs

Black

Traffic builder

12,24 €

45,00 €

72,80%

300

3 672,00 €

Thongs

White

Traffic builder

12,24 €

45,00 €

72,80%

300

3 672,00 €

Thongs

Cream Nude

Traffic builder

12,24 €

45,00 €

72,80%

300

3 672,00 €

Thongs

Dusty Pink

Traffic builder

12,24 €

45,00 €

72,80%

300

3 672,00 €

Brazilian Briefs

Black

Traffic builder

12,24 €

50,00 €

75,52%

300

3 672,00 €

Brazilian Briefs

White

Traffic builder

12,24 €

50,00 €

75,52%

300

3 672,00 €

Brazilian Briefs

Cream Nude

Traffic builder

12,24 €

50,00 €

75,52%

300

3 672,00 €

Brazilian Briefs

Dusty Pink

Traffic builder

12,24 €

50,00 €

75,52%

300

3 672,00 €

Nightgown

Black

Profit builder

34,00 €

180,00 €

81,11%

1 360,00 €

Nightgown

Cream

Profit builder

34,00 €

180,00 €

81,11%

1 360,00 €

Nightgown

Navy

Profit builder

34,00 €

180,00 €

81,11%

1 360,00 €

Woman Sports

Accessories

Sports Bra

Black

Traffic builder

13,18 €

55,00 €

76,05%

150

1 976,25 €

Sports Bra

White

Traffic builder

13,18 €

55,00 €

76,05%

150

1 976,25 €

Sports Bra

Dusty Pink

Traffic builder

13,18 €

55,00 €

76,05%

150

1 976,25 €

Training Shorts

Black

Traffic builder

11,15 €

40,00 €

72,12%

150

1 672,80 €

Training Shorts

White

Traffic builder

11,15 €

40,00 €

72,12%

150

1 672,80 €

Training Shorts

Dusty Pink

Traffic builder

11,15 €

40,00 €

72,12%

150

1 672,80 €

Seamless thongs

Black

Traffic builder

9,86 €

20,00 €

50,70%

200

1 972,00 €

Seamless thongs

White

Traffic builder

9,86 €

20,00 €

50,70%

200

1 972,00 €

Seamless thongs

Dusty Pink

Traffic builder

9,86 €

20,00 €

50,70%

200

1 972,00 €

Seamless briefs

Black

Traffic builder

9,86 €

30,00 €

67,13%

200

1 972,00 €

Seamless briefs

White

Traffic builder

9,86 €

30,00 €

67,13%

200

1 972,00 €

Seamless briefs

Dusty Pink

Traffic builder

9,86 €

30,00 €

67,13%

200

1 972,00 €

Scrunchies

Black velvet

Space Waster

3,23 €

10,00 €

67,70%

150

484,50 €

Scrunchies

Champagne Velvet

Space Waster

3,23 €

10,00 €

67,70%

150

484,50 €

Scrunchies

Cream

Space Waster

3,23 €

10,00 €

67,70%

150

484,50 €

Wire Hairties

Black

Space Waster

0,94 €

5,00 €

81,30%

150

140,25 €

Wire Hairties

Clear

Space Waster

0,94 €

5,00 €

81,30%

150

140,25 €

Sparkling Socks

Black Glitter

Space Waster

7,82 €

15,00 €

47,87%

200

1 564,00 €

Sparkling Socks

Silver Glitter

Space Waster

7,82 €

15,00 €

47,87%

200

1 564,00 €

Sparkling Socks

Navy Glitter

Space Waster

7,82 €

15,00 €

47,87%

200

1 564,00 €

Space Waster

7,82 €

15,00 €

47,87%

200

1 564,00 €

Sparkling Socks Dusty Pink Glitter Eye Sleeping mask

Black

Space Waster

4,93 €

15,00 €

67,13%

200

986,00 €

Eye Sleeping mask

Champagne

Space Waster

4,93 €

15,00 €

67,13%

200

986,00 €

Eye Sleeping mask

Dusty Pink

Space Waster

4,93 €

15,00 €

67,13%

200

986,00 €

Delicate laundry bag

White

Space Waster

2,72 €

7,00 €

61,14%

500

1 360,00 €

Scent Home Accessories

Sented candles

Clean cotton

Traffic builder

20,91 €

60,00 €

65,15%

100

2 091,00 €

Sented candles

Gardenia

Traffic builder

20,91 €

60,00 €

65,15%

100

2 091,00 €

Sented sticks

Clean cotton

Space Waster

12,67 €

35,00 €

63,81%

100

1 266,50 €

Sented sticks

Gardenia

Space Waster

12,67 €

35,00 €

63,81%

100

1 266,50 €

Accessory plate White Soapstone

Space Waster

23,21 €

75,00 €

69,06%

100

2 320,50 €

Accessory plate

Space Waster

23,21 €

75,00 €

69,06%

100

2 320,50 €

Black Soapstone

87 x

Markdown This markdown is an estimation based on past discounts and sales by Filippa K (by visits) and are all based on the original prices for the different seasons. MARKDOWN Cost

Price

Margin

Discount % (on original price)

Season

Discount % (on original price)

Lace Bralette

13,86 €

65,00 €

78,68%

30,00%

45,50 €

Summer Sale Mothers Day Valentines Day

Lace Bralette

13,86 €

65,00 €

78,68%

30,00%

45,50 €

Lace Bralette

13,86 €

65,00 €

78,68%

30,00%

Lace Bralette

13,86 €

65,00 €

78,68%

Balconette Bra

17,51 €

70,00 €

Balconette Bra

17,51 €

Balconette Bra

Categories

Item

Woman Lingere

New Price €

Season

60,00%

26,00 €

Fall-Winter

Summer Sale Mothers Day Valentines Day

60,00%

26,00 €

Fall-Winter

45,50 €

Summer Sale Mothers Day Valentines Day

60,00%

26,00 €

Fall-Winter

30,00%

45,50 €

Summer Sale Mothers Day Valentines Day

60,00%

26,00 €

Fall-Winter

74,99%

30,00%

49,00 €

Summer Sale Mothers Day Valentines Day

65,00%

38,50 €

Fall-Winter

70,00 €

74,99%

30,00%

49,00 €

Summer Sale Mothers Day Valentines Day

65,00%

38,50 €

Fall-Winter

17,51 €

70,00 €

74,99%

30,00%

49,00 €

Summer Sale Mothers Day Valentines Day

65,00%

38,50 €

Fall-Winter

Balconette Bra

17,51 €

70,00 €

74,99%

30,00%

49,00 €

Summer Sale Mothers Day Valentines Day

65,00%

38,50 €

Fall-Winter

Thongs

12,24 €

45,00 €

72,80%

40,00%

27,00 €

Summer Sale Mothers Day Valentines Day

70,00%

13,50 €

Fall-Winter

Thongs

12,24 €

45,00 €

72,80%

40,00%

27,00 €

Summer Sale Mothers Day Valentines Day

70,00%

13,50 €

Fall-Winter

Thongs

12,24 €

45,00 €

72,80%

40,00%

27,00 €

Summer Sale Mothers Day Valentines Day

70,00%

13,50 €

Fall-Winter

Thongs

12,24 €

45,00 €

72,80%

40,00%

27,00 €

Summer Sale Mothers Day Valentines Day

70,00%

13,50 €

Fall-Winter

Brazilian Briefs

12,24 €

50,00 €

75,52%

40,00%

30,00 €

Summer Sale Mothers Day Valentines Day

70,00%

15,00 €

Fall-Winter

Brazilian Briefs

12,24 €

50,00 €

75,52%

40,00%

30,00 €

Summer Sale Mothers Day Valentines Day

70,00%

15,00 €

Fall-Winter

Brazilian Briefs

12,24 €

50,00 €

75,52%

40,00%

30,00 €

Summer Sale Mothers Day Valentines Day

70,00%

15,00 €

Fall-Winter

Brazilian Briefs

12,24 €

50,00 €

75,52%

40,00%

30,00 €

Summer Sale Mothers Day Valentines Day

70,00%

15,00 €

Fall-Winter

MARKDOWN Cost

Price

Margin

Discount % (on original price)

Nightgown Lace Bralette

34,00 13,86 € €

180,00 65,00 € €

81,11% 78,68%

40,00% 30,00%

Nightgown Lace Bralette

34,00 € 13,86 €

180,00 € 65,00 €

81,11% 78,68%

40,00% 30,00%

Categories

Item

Woman Woman Lingere Sleepwear

Woman Sports

Accessories

Nightgown

34,00 €

180,00 €

81,11%

40,00%

Lace Bralette

13,86 €

65,00 €

78,68%

30,00%

Sports Bra

13,18 €

55,00 €

76,05%

20,00%

New Price € 108,00 45,50 €€

Season

Discount % (on original price)

Summer Summer Sale Sale Mothers Mothers Day Day Valentines Valentines Day Day

Summer Sale Summer Sale Day 108,00 € Mothers Mothers Day 45,50 € Valentines Day Valentines Day Summer Sale Day 108,00 € Mothers Summer Sale Day Mothers Day 45,50 € Valentines

Lace Bralette

13,86 €

65,00 €

78,68%

30,00%

Sports Bra

13,18 €

55,00 €

76,05%

20,00%

Valentines Day 44,00 € Summer Sale Summer Sale 45,50 € Mothers Day Day 44,00 € Valentines Summer Sale

Balconette Bra Sports Bra

17,51 € 13,18 €

70,00 € 55,00 €

74,99% 76,05%

30,00% 20,00%

49,00 € 44,00 €

Training Shorts Balconette Bra

11,15 € 17,51 €

40,00 € 70,00 €

72,12% 74,99%

20,00% 30,00%

32,00 € 49,00 €

Training Shorts

11,15 €

40,00 €

72,12%

20,00%

Balconette Bra

17,51 €

70,00 €

74,99%

30,00%

Training Shorts

11,15 €

40,00 €

72,12%

20,00%

Balconette Bra Seamless thongs

17,51 € 9,86 €

70,00 € 20,00 €

74,99% 50,70%

30,00% 40,00%

Summer Summer Sale Sale Mothers Day Valentines Day 32,00 € Summer Sale Summer Sale 49,00 € Mothers Day Day 12,00 € Valentines Summer Sale

Thongs Seamless thongs

12,24 € 9,86 €

45,00 € € 20,00

72,80% 50,70%

40,00% 40,00%

27,00 €€ 12,00

Seamless thongs Thongs

9,86 € 12,24 €

20,00 € 45,00 €

50,70% 72,80%

40,00% 40,00%

Seamless briefs

9,86 €

30,00 €

67,13%

Thongs

12,24 €

45,00 €

72,80%

Seamless briefs

9,86 €

30,00 €

67,13%

Fall-Winter Fall-Winter

60,00% 60,00%

72,00 € 26,00 €

Fall-Winter Fall-Winter

60,00%

72,00 €

Fall-Winter

60,00%

26,00 €

Fall-Winter

40,00%

33,00 €

Fall-Winter

26,00 €

Fall-Winter

Summer Sale Mothers Day Summer Sale Valentines Day

65,00% 40,00%

38,50 € 33,00 €

Fall-Winter Fall-Winter

Summer Sale Summer Sale Mothers Day Valentines Day

40,00% 65,00%

24,00 € 38,50 €

Fall-Winter Fall-Winter

32,00 €

40,00%

24,00 €

Fall-Winter

49,00 €

65,00%

38,50 €

Fall-Winter

40,00%

24,00 €

Fall-Winter

65,00% 70,00%

38,50 € 6,00 €

Fall-Winter Fall-Winter

Summer Sale Mothers Sale Day Summer Valentines Day

70,00% 70,00%

13,50 6,00 €€

Fall-Winter Fall-Winter

12,00 € 27,00 €

Summer Sale Summer Sale Mothers Day Valentines Day

70,00% 70,00%

6,00 € 13,50 €

Fall-Winter Fall-Winter

40,00%

18,00 €

9,00 €

Fall-Winter

27,00 €

70,00%

13,50 €

Fall-Winter

40,00%

18,00 €

Summer Sale Summer Sale Mothers Day Valentines Day Summer Sale

70,00%

40,00%

70,00%

9,00 €

Fall-Winter

70,00% 70,00%

13,50 € 9,00 €

Fall-Winter Fall-Winter

70,00% 45,00%

15,00 5,50 €€

Fall-Winter Fall-Winter

Summer Sale Sale Summer Mothers Day Valentines Day

45,00% 70,00%

5,50 € 15,00 €

Fall-Winter Fall-Winter

45,00%

5,50 €

Fall-Winter

70,00%

15,00 €

Fall-Winter

30,00%

3,50 €

Fall-Winter

70,00% 30,00%

15,00 € 3,50 €

Fall-Winter Fall-Winter

45,00 € 30,00 €

72,80% 67,13%

40,00% 40,00%

Brazilian Briefs Scrunchies

12,24 3,23 €

50,00 € 10,00

75,52% 67,70%

40,00% 20,00%

30,00 8,00 €

Scrunchies Brazilian Briefs

3,23 € 12,24 €

10,00 € 50,00 €

67,70% 75,52%

20,00% 40,00%

8,00 € 30,00 €

Scrunchies

3,23 €

10,00 €

67,70%

20,00%

8,00 €

Brazilian Briefs

12,24 €

50,00 €

75,52%

40,00%

Wire Hairties

0,94 €

5,00 €

81,30%

15,00%

Summer Sale Summer Sale 30,00 € Mothers Day Valentines Day 4,25 € Summer Sale

40,00% 15,00%

Summer Sale 30,00 € Mothers Day 4,25 € Valentines Summer Sale Day

75,52% 81,30%

72,00 26,00 €€

33,00 €

12,24 € 9,86 €

50,00 € 5,00 €

60,00% 60,00%

60,00%

Thongs Seamless briefs

12,24 € 0,94 €

Season

40,00%

Summer Sale 27,00 € Mothers Day 18,00 € Valentines Summer Sale Day

Brazilian Briefs Wire Hairties

New Price €

Summer Sale Mothers Sale Day Summer Valentines Day

Categories

Item

Woman Lingere

Cost

Price

Margin

Sparkling Socks Lace Bralette

7,82 € 13,86 €

15,00 65,00 € €

47,87% 78,68%

20,00% 30,00%

12,00 45,50 €€

Sparkling Socks Lace Bralette

7,82 € 13,86 €

15,00 € 65,00 €

47,87% 78,68%

20,00% 30,00%

12,00 € 45,50 €

Sparkling Socks

7,82 €

15,00 €

47,87%

20,00%

12,00 €

New Price €

Season

Discount % (on original price)

Summer Sale Summer Mothers Sale Day Valentines Day

New Price €

Season

50,00% 60,00%

7,50 €€ 26,00

Fall-Winter Fall-Winter

Summer Sale Mothers Day Valentines Day

50,00% 60,00%

7,50 € 26,00 €

Fall-Winter Fall-Winter

50,00%

7,50 €

Fall-Winter

Lace Bralette

13,86 €

65,00 €

78,68%

30,00%

Sparkling Socks

7,82 €

15,00 €

47,87%

20,00%

Summer Sale Summer Sale 45,50 € Mothers Day Day 12,00 € Valentines Summer Sale

Lace Bralette Eye Sleeping mask

13,86 € 4,93 €

65,00 € 15,00 €

78,68% 67,13%

30,00% 20,00%

45,50 € 12,00 €

Eye Sleeping Bra mask Balconette

4,93 € 17,51 €

15,00 70,00 € €

67,13% 74,99%

20,00% 30,00%

12,00 49,00 €€

Eye Sleeping mask

4,93 €

15,00 €

67,13%

20,00%

12,00 €

Balconette Bra

17,51 €

70,00 €

74,99%

30,00%

49,00 €

Delicate laundry bag

2,72 €

7,00 €

61,14%

15,00%

Balconette Bra

17,51 €

70,00 €

74,99%

30,00%

Sented candles Balconette Bra

20,91 17,51 € €

60,00 70,00 € €

65,15% 74,99%

25,00% 30,00%

45,00 49,00 €€

Sented candles Thongs

20,91 € 12,24 €

60,00 € 45,00 €

65,15% 72,80%

25,00% 40,00%

Sented sticks Thongs

12,67 € 12,24 €

35,00 € 45,00 €

63,81% 72,80%

Sented sticks Thongs

12,67 € 12,24 €

35,00 € 45,00 €

Accessory plate

23,21 €

Thongs

12,24 €

Accessory plate

23,21 €

Scent

Home Accessories

MARKDOWN Discount % (on original price)

Brazilian Briefs

12,24 €

60,00%

26,00 €

Fall-Winter

50,00%

7,50 €

Fall-Winter

Summer Sale Mothers Day Summer Sale Valentines Day

60,00% 50,00%

26,00 € 7,50 €

Fall-Winter Fall-Winter

Summer Sale Summer Mothers Sale Day Valentines Day

50,00% 65,00%

7,50 €€ 38,50

Fall-Winter Fall-Winter

50,00%

7,50 €

Fall-Winter

65,00%

38,50 €

Fall-Winter

40,00%

4,20 €

Fall-Winter

65,00%

38,50 €

Fall-Winter

Summer Sale Summer Sale Mothers Mothers Day Day Valentines Valentines Day Day

50,00% 65,00%

30,00 38,50 €€

Fall-Winter Fall-Winter

45,00 € 27,00 €

Summer Sale Summer Sale Mothers Day Mothers Day Valentines Day Valentines Day

50,00% 70,00%

30,00 € 13,50 €

Fall-Winter Fall-Winter

25,00% 40,00%

26,25 € 27,00 €

Summer Sale Summer Sale Mothers Day Mothers Day Valentines Day Valentines Day

50,00% 70,00%

24,50 € 13,50 €

Fall-Winter Fall-Winter

63,81% 72,80%

25,00% 40,00%

26,25 € 27,00 €

Summer Sale Summer Sale Mothers Day Mothers Day Valentines Day Valentines Day

50,00% 70,00%

24,50 € 13,50 €

Fall-Winter Fall-Winter

75,00 €

69,06%

30,00%

52,50 €

60,00%

30,00 €

Fall-Winter

45,00 €

72,80%

40,00%

27,00 €

70,00%

13,50 €

Fall-Winter

75,00 €

69,06%

30,00%

50,00 €

75,52%

40,00%

Summer Sale Sale Summer Mothers Day Valentines Day 5,95 € Summer Sale Summer Sale 49,00 € Mothers Day Valentines Day

Summer Sale Sale Summer Mothers Day Valentines Day 52,50 € Summer Sale

60,00%

30,00 €

Fall-Winter

Summer Sale 30,00 € Mothers Day Valentines Day

70,00%

15,00 €

Fall-Winter

Summer Sale Mothers Day Valentines Day

70,00%

15,00 €

Fall-Winter

70,00%

15,00 €

Fall-Winter

70,00%

15,00 €

Fall-Winter

Filippa K offers sales and discount during summer and fall-winter season, also special offers during holiday such as valentines day and mothers day. These

Brazilian Briefs

12,24 €

50,00 €

75,52%

40,00%

30,00 €

Sale special products are of course oriented to satisfy the wantsSummer and needs of these

Brazilian Briefs

12,24 €

Brazilian Briefs

12,24 €

50,00 €

75,52%

40,00%

30,00 €

50,00 €

75,52%

40,00%

30,00 €

particular customer.

Mothers Day Valentines Day Summer Sale Mothers Day Valentines Day

Sales Forecast This forecast is strictly estimation on observation of product offerings in Filippa K stores and other clusters, Online store, also considering their substantial thinking. Note, no past information by the company has been available, this is only estimations.

SALES FORECAST Year Rotation

Forecast Units 2018

Forecast € 2018

65,00 €

400

26 000,00 €

65,00 €

400

26 000,00 €

Lace Bralette Cream Nude

65,00 €

400

26 000,00 €

Lace Bralette

Dusty Pink

65,00 €

400

26 000,00 €

Balconette Bra

Black

70,00 €

400

28 000,00 €

Balconette Bra

White

70,00 €

400

28 000,00 €

Balconette Bra

Cream Nude

70,00 €

400

28 000,00 €

Balconette Bra

Dusty Pink

70,00 €

400

28 000,00 €

Thongs

Black

45,00 €

600

27 000,00 €

Thongs

White

45,00 €

600

27 000,00 €

Thongs

Cream Nude

45,00 €

600

27 000,00 €

Thongs

Dusty Pink

45,00 €

600

27 000,00 €

Brazilian Briefs

Black

50,00 €

600

30 000,00 €

Brazilian Briefs

White

50,00 €

600

30 000,00 €

Brazilian Briefs

Cream Nude

50,00 €

600

30 000,00 €

Brazilian Briefs

Dusty Pink

50,00 €

600

30 000,00 €

Categories

Item

Color

Flagship

Woman stores

Shop-in-Shops

Woman Lingere

Lace Bralette

Black

Lace Bralette

White

Lace Bralette

Cream Nude

Lace Bralette

Dusty Pink

Balconette Bra

Black

Balconette Bra

White

Balconette Bra

Cream Nude

Balconette Bra

Dusty Pink

Thongs

Black

110

120

Thongs

White

110

120

Thongs

Cream Nude

110

120

Thongs

Dusty Pink

110

120

Brazilian Briefs

Black

110

120

Brazilian Briefs

White

110

120

Brazilian Briefs

Cream Nude

110

120

Brazilian Briefs

Dusty Pink

110

120

200

300

Stock Alloacation Categories

Item

Color

Flagship

Woman stores

Shop-in-Shops

Woman Woman Lingere Sports

Lace Bralette Sports Bra

Black

20 45

15 50

10 55

Lace Bralette Sports Bra

White

20 45

15 50

10 55

Lace Bralette Sports Bra

Cream Dusty Nude Pink

20 45

15 50

10 55

Lace Bralette Training Shorts

Dusty Pink Black

20 40

15 50

10 60

Balconette Bra Training Shorts

Black White

20 40

15 50

10 60

Balconette Bra Training Shorts

White Dusty Pink

20 40

15 50

8 60

Balconette Bra Seamless thongs

Cream Nude Black

15 40

20 100

10 50

Balconette Bra Seamless thongs

Dusty Pink White

15 40

20 15

10 50

Thongs Seamless thongs

Black Dusty Pink

25 40

20 10

15 50

Thongs Seamless briefs

White Black

20 50

25 70

20 80

Thongs Seamless briefs

Cream Nude White

25 50

25 70

15 90

Thongs Seamless briefs

Dusty Pink

30 50

20 70

15 90

Brazilian Briefs Scrunchies

Black Black velvet

30 40

20 60

15 50

Brazilian Briefs Scrunchies

Champagne White Velvet

30 40

20 60

15 50

Scrunchies Brazilian Briefs

Cream Cream Nude

40 25

60 25

50 15

Wire Hairties Brazilian Briefs

Balck Dusty Pink

40 25

50 20

60 20

Wire Hairties Nightgown

Clear Black

40 15

50 10

60 10

Sparkling Socks Nightgown

Black Glitter Cream

45 15

75 10

80 10

Sparkling Socks Nightgown

Silver Glitter Navy

45 15

75 15

80 10

Sparkling Socks Sports Bra

Navy Glitter Black

45 10

75 10

80 7

45 10

75 10

80 7

Accessories

Woman Sleepwear

Woman Sports

Sparkling Socks Dusty Pink Glitter Sports Bra White

Sports Bra

Dusty Pink

Shorts

Black

Shorts

White

200

Stock Alloacation Categories

Item

Color

Flagship

Woman stores

Shop-in-Shops

Woman Lingere

Eye Sleeping Lace Bralette mask

Black Black

20 60

15 80

10 60

Eye Sleeping Lace Bralette mask

White Champagne

20 60

15 80

10 60

Eye Sleeping Lace Bralette mask

Cream Nude Dusty Pink

20 60

15 80

10 60

Lace Bralette Delicate laundry bag Balconette Bra

Dusty Pink White

20 100

15 200

10 200

Black

Balconette Bra Sented candles

White Clean cotton

20 25

15 30

8 45

Balconette Bra Sented candles

Cream Nude Gardenia

15 25

20 30

10 45

Balconette Bra Sented sticks

Dusty Pink Clean cotton

15 25

20 30

10 45

Thongs Sented sticks

Black Gardenia

25 25

20 30

15 45

Thongs Candle plates

White White Soapstone

20 30

25 45

20 25

Thongs Candle plates

Cream Nude Black Soapstone

25 30

25 45

15 25

Thongs

Dusty Pink

Brazilian Briefs

Black

Brazilian Briefs

White

Brazilian Briefs

Cream Nude

Brazilian Briefs

Dusty Pink

Nightgown

Black

Nightgown

Cream

Nightgown

Navy

Sports Bra

Black

Sports Bra

White

Sports Bra

Dusty Pink

Shorts

Black

Shorts

White

Home Accessories

Total

Woman Sleepwear

Woman Sports

Scent

2375

3335

15 3575

200

Month Week

FLAGSHIP 1

765

WOMAN STORE 1

400

JANUARY 2 3

APRIL

MAY 3

JUNE 3

110

230

140

WOMAN SHOP-IN-SHOP 5

235

Month

JULY 2

115

AUGUST 2 3

SEPTEMBER 2 3

OCTOBER 2 3

570

WOMAN STORE 1

NOVEMBER 2 3

450 350

WOMAN STORE 2

285 225

150

WOMAN STORE 3

275

150

200

110

WOMAN SHOP-IN-SHOP 2

150

WOMAN SHOP-IN-SHOP 3

280 180

WOMAN SHOP-IN-SHOP 5

160 100

210

9285

150

WOMAN SHOP-IN-SHOP 4

2375 3335 3575

DECEMBER 2 3

250

310

WOMAN SHOP-IN-SHOP 4

250

300

FLAGSHIP 1

345

220

375

WOMAN SHOP-IN-SHOP 3

Total item at Flagship Total item at Woman Store Total item at Shop-in-Shops

330

WOMAN SHOP-IN-SHOP 1

200

WOMAN STORE 3

Week

DELIVERY CHART

MARCH 2 3

590

WOMAN STORE 2

WOMAN SHOP-IN-SHOP 2

FEBRUARY 2 3

155

2375 3335 3575

This delivery chart (shown on page 92) is displaying an estimation of number for each distribution per POS. Any excess stock, at the end of the year, will be distributed to the two outlets in Sweden.

Communication

Before the Launch

#FILIPPAKLINGERIE

@FilippaK

During During the launch, the direct communication to customers via Newsletter, display on official E-comers and in Store display, and Social Media Platforms.

100

After Continue to promote through campaigns, official E-comers, Store display, and Social Media Platforms.

101

Coordination between departments For this collection to launch, a number of teams is needed. These teams include a main team leader from product management team, followed by a designers, buyers, marketing and public relations team, also sales, merchandising and product management team. The merchandisers and sales team will organize the deliveries and layouts to all POS, while working closely with marketing and public relations team when producing the layout of campaigns, events and other press related matters.

102

Launch Plan Launching a Lingerie collection as a new product category within Filippa K has a great fit to the current offer of products. The Lingerie collection is designed to meet the Scandinavian minimalistic style while appreciating the femininity in each garment. The launch of the collection will be done early December 2017, as a early Pre-Spring collection, as all pieces will be matched with Spring Summer womens wear collection. This Lingerie collection is inspired with style, shapes, color and materials to the seasoned womens collection. Participating in Stockholm Fashion Week where the first debut of the collection will be shown to the open press, shown together with the Pre-Spring 2018 collecting. Soon after, a private press-release lunch will be held and organized in Stockholm for press, influencer and collaborators before the main launch in early December.

103

2017

104

105

Pre-Spring 2018 Estimated Costs

106

Appendix

Appendix 1: Customer Interviews

107

108

109

110

111

112

WOMAN STORE 3

Total item at Flagship Total item at Woman Store Total item at Shop-in-Shops

WOMAN SHOP-IN-SHOP 5

WOMAN SHOP-IN-SHOP 4

WOMAN SHOP-IN-SHOP 3

WOMAN SHOP-IN-SHOP 2

WOMAN SHOP-IN-SHOP 1

WOMAN STORE 3

WOMAN STORE 2

WOMAN STORE 1

FLAGSHIP 1

Week

Month

WOMAN SHOP-IN-SHOP 5

WOMAN SHOP-IN-SHOP 4

WOMAN SHOP-IN-SHOP 3

WOMAN SHOP-IN-SHOP 2

WOMAN SHOP-IN-SHOP 1

9285

2375 3335 3575

200

300

400

WOMAN STORE 1

WOMAN STORE 2

765

FLAGSHIP 1

JULY

2375 3335 3575

180

570

220

150

350

230

330

JANUARY 2 3

225

310

200

210

275

AUGUST 2 3

235

FEBRUARY 2 3

280

SEPTEMBER 2 3 4

100

110

285

OCTOBER 2 3

140

375

APRIL

150

DELIVERY CHART

MARCH 2 3

250

590

155

MAY

110

150

450

160

150

NOVEMBER 2 3

115

345

JUNE 3

DECEMBER 2 3

250

Delivery Chart

Month Week

Appendix 2:

113

Appendix 3: Product and Price Range charts

Displayed in Euros Woman Wear Lowest Highest Coats & Jackets € 250 € 690 Tailored Jackets € 250 € 390 Knitwear € 120 € 350 Shirts & Blouses € 100 € 250 Tops & T-shirt € 45 € 180 Dresses € 130 € 390 Skirts € 100 € 690 Trousers € 120 € 320 Jeans € 120 € 170 Displayed in Euros Accessories € 15 € 320 Shoes € 120 € 350 Woman Wear Lowest Highest Coats & Jackets € 250 € 690 Mens Wear Lowest Highest Tailored Jackets € 250 € 390 Coats & Jackets € 250 € 990 Knitwear € 120 € 350 Suit Jackets & Blazers € 250 € 380 Shirts & Blouses € 100 € 250 Suits € 140 € 380 Tops & T-shirt € 45 € 180 Shirts € 100 € 250 Dresses € 130 € 390 Sweaters € 110 € 250 Skirts € 100 € 690 T-shirt € 45 € 80 Trousers € 120 € 320 Trousers € 90 € 230 Jeans € 120 € 170 Jeans € 140 € 180 Accessories € 15 € 320 Accessories € 12 € 110 Shoes € 120 € 350 Shoes € 170 € 280

114

Mens Wear Lowest Highest Woman Wear Lowest Coats & Jackets € 250 Highest € 990 Training € 50 270 Suit Jackets & Blazers € 250 €€ 380 Travel & leisure € 50 290 Suits € 140 €€ 380 Beachwear € 50 220 Shirts € 100 €€ 250 Sweaters € 110 € 250 T-shirt € 45 € 80 Trousers € 90 € 230 Jeans € 140 € 180 Accessories € 12 € 110

Appendix 4: Char on Leading Sustainable country October 2017

(Robecosam.com, 2017) Robecosam.com. (2017). Country Sustainability Ranking | RobecoSAM. [online] Available at: http://www.robecosam.com/en/sustainability-insights/about-sustainability/country-sustainability-ranking/# [Accessed 12 Mar. 2018].

115

Appendix 5: Filippa K Material List of 2016 SUSTAINABLE MATERIALS

FIBRE

2016

The choice of materials, whether focusing on the main fabric or the thread holding it

Cotton All Wool

29,3% 15,6%

Polyester Lyocell

7,6% 11,7%

Silk Linen Natural Retting

2,1% 4,5%

together, has a big impact on a product’s overall sustainability performance.

Organic & BCI Cotton Viscose (Lenzing)

OVER ALL ACHIE VEMENTS IN 2015 Our total use of class 1 and 2 fibres during 2016 was 39%, a decrease of 8% from the previous year. We have analysed this decline but have not been able to come up with one simple explanation. The collections for 2016 were developed and worked on mainly during 2015. We experienced challenges in terms of finding good alternatives due to higher prices and higher minimums, as well as and not finding substitutes that were better than the existing ones in terms of looks, feel and quality. During 2016 we developed a new role within the production team, a Sourcing Manager for Fabrics.

This person focuses on finding materials with the mission to provide our designers with a range of options, of course several sustainable ones, when choosing materials.

Polyamide All Leather

Viscose Acetate Elastane (Lycra and Spandex) Other Fibres (less than 0.7%) Triacetate

We also measure the number of styles that contain more than 50% of a class 1 or 2 fibre. For 2016 we had 49% of the collection containing more sustainable fibres than conventional ones. This is an increase with 7% from last year, but we did not reach our goal of 53%.

ATERIA LS

FIBRE

2016

2015

2014

2013

2012

he main fabric or the thread holding it ll sustainability performance.

Cotton

29,3%

23,2%

25,4%

26,3%

31,3%

Viscose Acetate Elastane (Lycra and Spandex) Other Fibres (less than 0.7%)

5,2% 0,7% 1,8% 5,1%

2,2% 2,2% 1,9% 1,5%

9,3% 1,5% 1,7% 2,5%

9% 2,7% 2% 4,4%

8,4% 1,5% 1,4% 3,1%

ENTS IN 2015

16 was 39%, a decrease of 8% from ne but have not been able to come up 2016 were developed and worked on s in terms of finding good alternatives well as and not finding substitutes that ooks, feel and quality. During 2016 we am, a Sourcing Manager for Fabrics. the mission to provide our designers nable ones, when choosing materials.

All Wool Organic & BCI Cotton Viscose (Lenzing) Polyester Lyocell Polyamide All Leather Silk Linen Natural Retting

Triacetate

15,6% 3,4% 4,4% 7,6% 11,7% 4,6% 2,5% 2,1% 4,5%

1,5%

17,7% 8,7% 8,3% 6,4% 9,4% 5,6% 4,5% 2,7% 4,5%

25,4% 9,3% 9,3% 8,3% 8,2% 5,5% 5% 3,7% 2,1%

1,2%

1,3%

(Filippa K Sustainability Report 2016, Page 25.26)

116 n more than 50% of a class 1 or 2 fibre.

more sustainable fibres than conventional ut we did not reach our goal of 53%.

16,1% 7,9% 9% 6,9% 6,7% 5,8% 6,1% 3,2% 2%

17,4% 8,4% 8,4% 3,5% 5,6% 5,2% 7,4% 5,2% 1,6%

3,4% 4,4%

4,6% 2,5%

5,2% 0,7% 1,8% 5,1% 1,5%

Appendix 6: Filippa K Material % in 2016

117

Appendix 7: Filippa K 2030 Goals

2030 Goal 1. CONSCIOUS DESIGN FOR A BETTER FUTURE Only sustainable materials (FK class 1-2) Only recyclable styles 2. SUSTAINABLE SOURCING & MANUFACTURING Full transparency in our supply chain Only sustainable production processes (according to FK’s definition) 3. RESOURCE EFFICIENT BUSINESS Accurate purchase precision in number of pieces produced Minimal footprint throughout our business 4. RESPECTING PEOPLE IN OUR VALUE CHAIN Total compliance with Filippa K’s Code of Conduct based on Filippa K’s values 5. LONG-TERM SUSTAINABLE SUCCESS Professional long-term partnerships Sustain a profit level of more than 10% EBT Sustain a growth in comparable units

Filippa K Sustainability Report 2016, p 22

118

Appendix 8: Filippa K country of production 2016

Filippa K Sustainability Report 2016, p 64

119

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