V
JOV Y RO D
Orsola Byrne . Jennifer Campbell . Yejide Offord . Yasamin Rahmanparast . Victoria Strong
Contents 2
3
7
13
21
29
33
39
43
Executive Summary
The Jovy Girl
Branding/Promotion
Company Overview
The Collection
Conclusion
Market Analysis
Life Cycle & Impact
Appendix
Executive Summary
As an emerging sustainable American sleepwear line, Jovy Road strives to provide environmentally conscious women with comfortable yet flirty garments that can easily transition from sleepwear into lounge wear. Here at Jovy Road we want to provide women with the ability to select sustainable pieces without compromising style. Our company plans to market our line as a green alternative to existing sleepwear lines and to differentiate ourselves through exclusiveness and high brand awareness within our targeted market. Our key success factors include successfully permeating our target market and creating brand awareness as well as selling through at least 80% of our inventory. The increase in brand awareness will be measured by mentions in local Savannah media coverage. In the future, our company hopes to extend our product range into organic beauty and accessory products that will help create a holistic organic lifestyle for the Jovy woman.
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About Jovy Road
We at Jovy Road are sustainable, sleepy ladies. Back in the day, we shopped the streets of Savannah for clothes we could wear from bed to class, with no success; so we filled the gap. Jovy Road creates sustainable, transitional sleepwear and lounge wear made in the USA, with a young, modern girl in mind. We make clothes she can wear from twilight to day.
Who We Are mission
We at Jovy Road want to provide women with lounge wear they can feel comfortable and flirty in, through our sustainable, quality products. We want to create an engaging and friendly atmosphere to inspire customers to become more eco-friendly within their lifestyles. We are committed to maintaining a proactive and sustainable network of ethical suppliers to further decrease our environmental impact and ensure our products are made with love. We provide feminine, comfortable, and transitional garments for the Jovy woman and will continue to give back to organizations within our community.
vision
Jovy Road’s concept is to evolve into a complete lifestyle company through the creation of our own brand extensions. We want to become the brand for the modern and environmentally conscious woman to reach for in the morning when she’s in the shower to when she goes to sleep at night.
values
As a sustainable sleepwear brand, Jovy Road believes in sourcing 100% of our organic products from within the United States. We are committed to providing quality garments that reflect the Jovy Road aesthetic and lifestyle. We believe in upholding integrity within our brand and products through ensuring that the most ethical fair labor standards are met within our manufacturing facilities.
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Our Customer
The Jovy woman ranges from the high schooler who wishes to evolve a more lady-like style, up to her young professional auntie as well. Upon further analysis, we have segmented our market into three distinct women: SCAD students, local Savannah millennials and tourists. These women all appreciate timeless style, eco-consciousness and knowing where their products are made.
Distribution
Jovy Road will have a brick-and-mortar location on Broughton Street in the heart of downtown Savannah. Lined with well-known retailers, local boutiques and unique restaurants, Broughton Street is full of Jovy Road consumers. In addition to our physical store we will also have an online retailer where shoppers can continue their Jovy Road lifestyle, JovyRoad.com.
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Market Size Although the sustainable sleepwear and lounge wear market in America has not seen exponentially high growth lately, we are now seeing a slow change. In recent years there has been new data supporting the vision of an increase in that market. In 2011, Gale American Industry reported that during the mid-2000s the intimate industry grew into a $30 billion business, and of that $30 billion industry, the US accounted for $12.4 billion of it. With the intimate industry growing today, leaders are noticing consumers leaning more towards comfort as the key driving factor for growth and appeal (Gale Group). Additionally, the use of natural fibers like cotton in the apparel industry at large is shifting use as a year-round fabric, not seasonally-specific. For instance, 82% of today’s American consumer prefers wearing apparel that is cotton or cotton blend: prime sleepwear/lounge wear material (Cotton Inc.). Because of this shift, the sleepwear industry has increased its consumption of cotton by 27.39% since 2005, and the use of the fabric in Jovy Road’s assortment would be wise (Gale Group).
Current Trends
Now that cotton is seen as a year-round fabric, other breathable fabrics used in producing sleepwear and lounge wear are gaining popularity. Today’s up-and-coming consumer is the millennial, an environmentally-conscious individual who grew up educated about ecological issues more than prior generations. With this segment becoming the newest target market, leading brands are establishing sustainable pieces made of other natural fibers that cater to an environmentally-aware generation who want alternatives to harmful synthetic fibers. In 2012, Cotton Inc. conducted a survey collecting that 76% of female consumers believe natural fiber clothing has better quality than synthetic garments. This survey also noted that 53% of these women are willing to pay more for natural fiber alternatives like wool and bamboo fabrics. Graphs supporting this research can be found in Appendix A.
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Competitors Map
To see if there was a place in the market for Jovy Road, we researched sleepwear/lounge wear companies globally. By looking at their product assortments and sustainability, we assessed where there was a gap that our company could fill. Our research indicated most of our competition was separated into two clusters - very sustainable and basic, or not sustainable but trendy. The sustainable companies often offered very little style and color options, which is something our company could take advantage of. This analysis showed there was a need for a brand like Jovy Road in the sleepwear and lounge wear market. Further analysis on each competitor and their sustainability practices can be found in Appendix B.
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Distribution & Sourcing Company
Distribution
Sourcing
ALAS
Website
India
Between the Sheets Free People
Website with International Shipping
Austria, Italy, USA, Germany
Catalog, Wholesale, Stores in US, Canada and Japan, Global Website, UK
China, Hong Kong, India,
Website, China Website, Ships to 132 Countries Worldwide
USA Developing Countries,
Go Fish
Website, Stores in USA (FL, GA, SC, VA)
LuvaHuva
Wholesale, Website
UK
Only Hearts
Website with International Shipping, Stores in NYC, LA and Rome
USA
Sandmaiden
1 Vancouver BC Store, Website and Etsy Online Shops with International Shipping
Indonesia
USA
Sorella Organics
Website with International Shipping
Australia, Fiji
SNOA Sleepwear
Website with International Shipping
USA
Sylvester & Co.
Website, Stores in Long Island and Savannah
USA, Thailand, Vietnam, Paris
Future Growth While the intimates industry has not grown exponentially since 2012, evidence of future growth in the market is now coming to light. Leading brands noticed that the new millennial generation prefers an in-store shopping experience for intimates and sleepwear for the more personal quality. Of the millennials who rather the in-store experience, 63% believe that store brands and other private label brands are a much better value for their money (Jeff Fromm). Along with willingness to pay more, millennials also keep into consideration the impact on the environment that each garment can leave. As the conversation on the environment becomes the forefront in the consumer’s mind, at least 50% believe that the clothing that is imported outside the US is less eco-friendly. When gaining knowledge on a product 68% say that knowing a product is made in the USA is one of their top reasons for shopping with a brand (Cotton Inc.). It is also important to focus on several ways for the millennial consumer to shop. The millennial wants to have the ability to find our product online and be able to look at our site on a desktop, smartphone, and/or tablet if they choose. Being that the millennial consumer is very tech savvy, this gives them several opportunities to purchase. Our industry must respond to the consumer and give more power to her through channel options.
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Demographics Demographics in Savannah, Georgia extend to cover a wide array of people from different walks of life. For Jovy Road’s purposes, the company wishes to target three distinct groups of consumers: Savannah College of Art and Design (SCAD) students, young local women between the ages of 18 to 30, and tourists. Further analysis can be found in Appendix C.
SCAD students In the case of SCAD students, most reside seasonally in downtown Savannah, Georgia, where Jovy Road plans to open shop (SCAD Facts). Their age ranges between 17 and 23 years old, and are often supported financially by their parents. If they do work, on average they earn less than $25,000 per year (Segment Explorer). Yearly, SCAD is expanding and accepting between 200 to 600 additional students to its freshman class, which presents a growing customer base for Jovy Road. Out of these 12,000 students, approximately 25% are international (2013-14 SCAD Fact). This presents the first argument to expand channels from brick-and-mortar, to click-and-mortar. The eclectic PRIZM segmentation mostly associated with these students is the Bohemian Mix who tend to be early adopters driven by Self-Expression, preferring value and ethics to luxury (US Framework).
Savannah locals The young local women between the ages of 17 to 30 present more variety in demographics. They include a range from high school girls who aspire for more lady-like products, to young professional women. They live in the greater Savannah area including the eastern islands such as Whitemarsh, the western area of Pooler, and southern area of Georgetown. The median incomes of these young professionals are around $63,100 per person, so hitting an affordable luxury price-point in our products will help appeal to this segment. Those who reside with their Second City Elite parents boast a higher household income. These prosperous, professional families value education and morals as VALS Believers, so Jovy Road’s made in the USA initiative will appeal to them greatly.
tourists
Finally, Jovy Road will appeal to the tremendous flock of tourists who inundate Savannah. According to WJCL, tourism to Savannah is growing rapidly, and in fact, between 2012 and 2013, the number of visitors increased from 12.4 to over 13 million. The number of young visitors particularly is increasing, most likely due to the rise of the number of conventions held in the city. Most visitors are domestic, hailing from nearby eastern states such as Virginia and Florida, and share similar ideals to those of the greater Savannah target market. They spend over $2 billion annually in the city, and are willing to spend the most amount per purchase on Shopping items, and less on food, transportation, and even lodging (Downtown Savannah). They also cite the history and architecture being among some of the greatest attributes of the city. Jovy Road could incorporate that history of Savannah that appeals to tourists to well in the visual merchandising of the brickand-mortar store itself (McDonald).
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Psychographics
municipal efforts
In Savannah, both the local government and the private sector reflect the changing psychographics of the Savannah, Georgia market towards lifestyles of sustainability. In October of 2007, The Board of Commissioners of Chatham County decided to create a resolution calling that Chatham become the “Greenest County in Georgia.� The issues of Green Space/Land Use, Energy, Transportation, Climate Change, Creative Infrastructure, Water Management, and Solid Waste are addressed in their developed Road Map plan (CEF). Popular initiatives that have garnered success since then include the exponentially popular increase in biking and adoption of hybrid public transportation buses.
local business efforts
Coat-tailing off these long-term efforts, today’s local private enterprises followed this green pursuit. Locally in Savannah business since 1999, renowned Savannah Bee Company has pioneered sustainability in now international retail markets, with its breakout locally-sourced honey products. Today, the company has extended its product assortment to include health, beauty, and more recently, sustainable packaging products (Steele). On Broughton Street in downtown Savannah, Go Fish offers clothing and accessories that are only sourced from artisans of villages worldwide, promoting fair trade, opportunity for the poor, and a broad world view (Coleman). In food service, innovative, locally-sourced cuisine from companies such as Thrive and Local 11 Ten, and LEED Gold Certified student housing provided by One West Victory cater to a public that believes sustainability is more than recycling: that it is a lifestyle (Sustainability). Additionally, the Forsyth Farmers’ Market has become an extremely popular weekend destination to the locals of Savannah, hosting local vendors with products ranging from locally harvested meats and eggs, to luxury chocolate bonbons (Forsyth Farmers Market).
seeking further sustainability
Also, with one of the leading drivers of tourism to Savannah being conferences, over 3,100 sustainabilityconscious tourists recently flocked to the city for the Southeast Regional Fruit and Vegetable Conference that featured seminars on food safety and sustainability in January of 2015 (Ohlemeier). Further serving as an advocate of sustainability, local university Savannah College of Art and Design not only offers a graduate degree on Design for Sustainability, but sponsors competitions such as SCADpad, creating sustainable and extremely efficient housing units to fit into mere 135-square-foot standard parking spaces (Design a Sustainable). Overall, locals, seasonal students, and tourists who make up the market of Savannah seek sustainability as a lifestyle today, and Jovy Road will cater to their unmet local desire to implement those values in their sleepwear and lounge wear.
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Shopping Habits Close to half of millennial females shop for apparel more than twice a month (Honigman). They are more concerned with brand ethos and are heavily influenced by their peers and social media as compared to other generations (White). Our local young adult, tourist and student consumers purchase about 75-85 garments per year while our local young professional consumer purchases about 70-75 garments per year. The criteria our target customers evaluate brands with is different from other generations and leans heavily toward price and corporate social responsibility behavior. They expect brands to listen to what the customer has to say and exhibit a willingness to change. Research has shown that 89% of millennials are more loyal to companies that support solutions to specific social issues (Carter). The purchasing power of millennials is estimated to be $170 billion per year (Honigman). After reviewing this research of our target customer, Jovy Road will heavily emphasize our brand ethos and highlight the sustainable features of our products to our customers through engaging social marketing strategies to capture their attention.
Current Garment Lifecyle Organic Production
Reused or Recycled
Consumer Use
Manufacturing
CURRENT LIFE CYCLE
Distribution
The millennial consumer is questioning old purchasing and disposal habits and these behaviors are driving the market to innovate and rethink distribution along with a product’s life cycle (Head). Currently, a millennial’s garment cycle includes organic production, garment manufacturing, transportation and distribution, consumer use, and then disposal or recycling. Millennials avoid using energy when caring for their clothes whenever possible and will normally hand wash and hang dry their garments once per week. They tend to shop for garments that are made of sustainable fabrics that are recyclable and biodegradable. A garment’s life often ends in a second hand store or donation centers such as Goodwill.
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Meet Reilly Education: Fibers B.F.A. at Savannah College of Art & Design Age: 21 Occupation: Student & Barista at Foxy Loxy Cafe Income: $11,000 disposable income (also supported by parents) Lifestyle: Environmentally aware student who shops at Whole Foods and enjoys creating her own naturally dyed fabrics Hobbies: Biking, browsing farmer’s markets, weaving, painting, and attending SCAD Studio yoga classes
Meet Brandi Education: Communications B.A. at Wake Forest University Age: 27 Occupation: HR Generalist at the Carolinas Medical Center in Charlotte, NC Income: $55,000 per year Lifestyle: Engaged and visiting Savannah, GA for her bachelorette party, kids to come, and enjoys socializing with others Hobbies: Takes day trips with friends, hikes, and seeks new foodie experiences
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Inspiration and Concept
For the autumn/winter 2016 collection, we drew inspiration from the Gothic architecture of Savannah’s St. John the Baptist cathedral. The intricate details were simplified to create timeless, classic pieces with unique elements, and softened with a calm color palette.
Sourcing fabric supplier Sew Eco-Logical is based in Eugene, Oregon and supplies quality organic textiles to clothing manufacturers. Their mission is to reduce the release of toxic compounds into the air, water, and soil by utilizing organic fibers. They help support living wages and job security for organic fiber farmers worldwide with whom they work with. Sew Eco-Logical provides customers with copies of certificates and tracks the certified fiber through the supply chain whenever possible. Only fibers and mills that comply with the Global Organic Textile Standard, Organic Foods Production Act, and the National Organic Program are used. Low-impact fiber reactive dyes are used; they are eco-friendly certified by Oeko-Tex Standard and they do not contain toxic chemicals. The dyes also require less rinsing and have a high absorbency rate to create less water waste (General Information).
cut and sew manufacturer Stylus Apparel is a “Made in the USA� garment manufacturer located in Linden, New Jersey. They believe in American manufacturing and labor. Workers are paid a fair wage, given fair treatment and have career advancement opportunities all while working in safe conditions. American environmental protection laws are strictly enforced and it will be easy to check in on the factory (Custom Cut & Sew).
yarn supplier Spinderella’s is a family-owned fiber-processing company based in Salt Lake City, Utah. They offer washing, carding, dying and spinning yarn operations along with low impact dyes. Spinderella’s offers a variety of animal fibers, which are biodegradable and eco-friendly. The fibers are sourced within the US, which decreases transportation impact (Welcome).
knit manufacturer Elanis, Inc. started in 2007 and is located in the garment district of New York City. They offer services from development guidance to raw material sourcing and full production services. Pieces they can create include sweater knits, hand knits, crochet and cut and sew knitwear. Elanis, Inc. developed of the MADE IN AMERICA Project, composed to create skilled jobs with clear career opportunities, bring manufacturing back to America and establish a profitable, cost competitive, time efficient business anchored in quality products (Elanis Inc.).
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Assortment Plans Planned Purchases at Retail: $125,000 Average Retail Price: $61 The total planned purchases at retail of $125,000 is about 10% of the average amount of some of our largest corporate competitors, such as Free People (United States). Jovy Road will offer only 10% of those competitors’ SKU amounts. Further, considering our small square footage at our store on Broughton Street (1,600 sq ft), our total planned purchases amount will be able to fill the store without being overly saturated. We will offer 80% of total planned purchases at our retail store, and 20% online, mostly to cater to our tourist market. Costing for each garment can be found in Appendix D.
OVERVIEW
Classification Total % Purchases ($) Dresses/Transitional Tops 25% $31,250 Tops 30% $37,500 Sweaters 20% $25,000 Bottoms 25% $31,250 Total $125,000 2510
Classification Knit Top Jogger Sweater Robe Dress (Cotton) Dress (Knit) Crop Top (Cotton) Crop Top (Knit) Shorts (Cotton) Shorts (Knit) Total
XS 20
TOTAL SIZING & COLOR UNITS
S 34 36 19 50 30 51 71 84 104 159 45 76 132 179 732
M L XL White (45%) Grey (30%) Pink (25%) 40 27 14 61 40 34 48 36 54 36 30 32 23 19 42 28 23 80 70 90 60 50 62 41 21 92 62 51 81 51 91 61 51 125 83 21 188 125 104 182 114 205 136 114 91 61 30 136 91 76 152 95 170 114 95 893 601 105 1,129 753 628
TOTAL PURCHASES FOR ALL CHANNELS
Classification Total % of Purchases Knit Top 7% Jogger 7% Sweater 8% Robe 12% Dress (Cotton) 12% Dress (Knit) 13% Crop Top (Cotton) 11% Crop Top (Knit) 12% Shorts (Cotton) 8% Shorts (Knit) 10% Total 100%
Purchases ($) $8,750 $8,750 $10,000 $15,000 $15,000 $16,250 $13,750 $15,000 $10,000 $12,500 $125,000
Units Purchased 135 120 93 200 205 203 417 455 303 379 2510
IN STORE (80% Total Purchases)
Classification Total % of Purchases Knit Top 7% Jogger 7% Sweater 8% Robe 12% Dress (Cotton) 12% Dress (Knit) 13% Crop Top (Cotton) 11% Crop Top (Knit) 12% Shorts (Cotton) 8% Shorts (Knit) 10% Total 100%
Purchases ($) $7,000 $7,000 $8,000 $12,000 $12,000 $13,000 $11,000 $12,000 $8,000 $10,000 $100,000
ONLINE (20% Total Purchases)
Classification Total % of Purchases Knit Top 7% Jogger 7% Sweater 8% Robe 12% Dress (Cotton) 12% Dress (Knit) 13% Crop Top (Cotton) 11% Crop Top (Knit) 12% Shorts (Cotton) 8% Shorts (Knit) 10% Total 100%
Purchases ($) $1,750 $1,750 $2,000 $3,000 $3,000 $3,250 $2,750 $3,000 $2,000 $2,500 $25,000
Price $65 $73 $108 $75 $73 $80 $33 $33 $33 $33
Units Purchased 108 96 74 160 164 163 333 364 242 303 2007
Price $65 $73 $108 $75 $73 $80 $33 $33 $33 $33
Units Purchased 27 24 19 40 41 41 83 91 61 76 503
Price $65 $73 $108 $75 $73 $80 $33 $33 $33 $33
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Style#: AW-1501 LIBERTY $65 Retail $32 Wholesale 100% Wool XS - XL
Style#: AW-1502 JOHNSON $73 Retail $25 Wholesale 100% Organic Cotton S-L
Style#: AW-1503 MONTEREY $108 Retail $54 Wholesale 100% Wool S - XL
Style#: AW-1504 MADISON $75 Retail $26 Wholesale 100% Wool S-L
Style#: AW-1505 TATTNALL $73 Retail $25 Wholesale 100% Organic Cotton XS - XL
Style#: AW-1506 JONES $80 Retail $40 Wholesale 100% Wool S-L
Style#: AW-1507 REYNOLDS Set $66 Retail $22 Wholesale 100% Organic Cotton XS - XL $33 Top $33 Bottom
Style#: AW-1508 CRAWFORD Set $66 Retail $22 Wholesale 100% Wool S-L $33 Top $33 Bottom
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Garment Life Cycle At the design stage, we decided to go with natural textiles, settling on organic cotton and organic merino wool. We wanted to offer clothing that can be worn at any time of day. Our collections have simple, classic designs that don’t become outdated quickly, so our customer can keep her pieces for years without worrying about falling out of trend. For the linear details on the back in the autumn/winter 2016 line, leftover fabric from the cut and sew stage were utilized, creating as little waste as possible. In the finishing stages of production, as a company we decided to use low impact dyeing and a reduced water wash. Our garments are sourced and manufactured in the United States. Since all manufacturing is done on the east coast, transporting the finished goods to our store in Savannah, GA is cost efficient and more environmentally friendly. These fabrics are delicate and should be handled with care to keep them in the best possible condition. Organic cotton and organic merino wool should be hand washed and hung to dry and should not be washed with fabric softener or bleach. These pieces should not be soaked or washed with laundry powder, since the fibers will be ruined. Pilling can occur, and in this case, a sweater comb or a small pair of scissors can be used to cut each individual ball. We offer the option for our customers to drop off or send in their unwanted Jovy clothing so they can be reused or recycled. The pieces that are still in wearable condition will be donated to our local Goodwill, and those that are not will be sent out to I:CO, a company that takes old clothing and turns them into something reusable (i.e. rags, hand towels). This is part of our zero-waste initiative making sure we reduce our environmental impact from the beginning of a garment’s life to the end (Laundry).
Sustainable Design
Reused or Recycled
CLOSING THE LOOP Transitional Pieces
Made in the USA
Low Emission Transportation
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Impact Measurement
BEST
> 70 pts
BETTER
50-69 pts
GOOD NEEDS IMPROVEMENT
30-49 pts
< 30 pts
Cotton Score Rating
60
Wool Score BETTER
55
Our organic cotton environmental impact score is 60 out of 100 with the Nike Index, which falls under the “better” range on the scale. Our garments will be colored with natural dyes before cut and sew, therefore avoiding a 15 point deduction. We were deducted 5 points on our garment treatment score due to the reduced water wash finishing. On a better note, we achieved 25 extra points off our waste score due to our 89% average marker efficiency. Finally, we received 30 points for our materials score with an extra 10 points, for using no trims and only one raw material for our garment construction (Nike Environmental).
Our wool environmental impact score is 55 out of 100, which also falls under the “better” range of the environmental impact scale. Similarly to the organic cotton, 5 points were deducted off our garment treatment score due to our reduced water wash finishing. We did then score 40 points for our waste calculation due to our 91% average marker efficiency. Ten points were then allocated to our materials score with an additional 10 points, for using no trims and only one raw material for our wool garment construction (Nike Environmental).
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Branding
*costing can be found in Appendix E
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Social Media
Pinterest App
Instagram App
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Consumer Education
We want to encourage our customers to consider a better end to their clothingâ&#x20AC;&#x2122;s lives. By bringing back old Jovy Road garments, we will offer 10% off towards their next purchase. Additionally, our storefront windows will be clad with the emblems of Goodwill and I-CO System. The Jovy garments that are donated back to the store in wearable conditions will be sent to Goodwill, while end-of-life garments that are donated will be sent to be re-purposed by I-CO System. We will continuously promote these efforts through our social media and website channels.
Associated Costs
Through partnering with LUSH Cosmetics, JOVY ROAD will have a soft opening that we will advertise through our social media sites. This event will give our customers the opportunity to have a hands-on experience with our product while being pampered by LUSH professionals. Our event will be catered by Kayak Kafe to promote local organic dining in Savannah, while furthering our efforts to bring the Savannah community together. This event will cost approximately $800 to carry out.
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Conclusion
As a company, attainable sustainability is our number one goal. From the concept of our designs to the end of life, we implement tactics to execute this benchmark. In pattern making, we promote as little waste as possible and utilize scrap materials for the linear details on the back of our garments. Colors are achieved through low impact dyeing and minimal water use is enforced in the finishing stages. Logistically, being made in the U.S.A. not only ensures optimal ethical standards in our manufacturing processes, but also helps reduce the carbon emissions in our transportation operations between the manufacturer and our store front in Savannah, GA. We promote eco-friendly end of life practices for our garments by offering our customers an incentive to donate their gently used Jovy garments to Goodwill. Both on our store front and our website we also advocate our garment collecting services for I:CO System to ensure that clothing at the end of their life are ethically disposed.
2013-14 SCAD Fact Book (2014): n. pag. Web. 10 Feb. 2015.
Works Cited
Carter, Brandon. “Millennial Loyalty Statistics: The Ultimate Collection.” Access: The Access Loyalty Blog. 3 June 2014. Web. 1 Feb. 2015. CEF. “The Greenest County.” A Road Map for Chatham County (n.d.): n. pag. Chatham Environmental Forum. Web. 11 Feb. 2015. Coleman, Curt. “Our Story.” Go Fish Clothing & Jewelry Company. N.p., n.d. Web. 20 Feb. 2015. “Consumers Agree Quality Comes From Natural Fibers.” Lifestyle Monitor. Cotton Inc. 2012. Web. Jan. 2015. Cotton Inc. “Consumer Perspectives on “Green” Apparel.” 22 April 2013. Lifestyle Monitor Cotton Inc. Document. 21 February 2015. “Cotton Incorporated Market Resources Present: Facts About Consumers & Cotton.” unknown. “Custom Cut & Sew Manufacturing.” Stylus Apparel. Stylus Apparel Group. n.d. Web. Feb. 2015. “Design a Sustainable Future.” SCAD. SCAD, n.d. Web. 10 Feb. 2015.
Downtown Savannah Outreach Market Study (2010): n. pag. NOAA’s Office of National Marine Sanctuary, Apr. 2010. Web. 09 Feb. 2015.
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Works Cited “Elanis Inc. - Made in the USA.” Elanis Inc. n.d. Web. Feb. 2015. Forsyth Farmer’s Market. Forsyth Farmer’s Market. FFM, N.d. Web. 07 Feb. 2015 Fromm, Jeff, Celeste Lindell, Lainie Decker. American Millennials: Deciphering the Enigma Generation. Unknown: Barkley, 2011. Gale Group. “American Industry Overview: Women’s, Girl’s, Children’s and Infant’s Underwear and Nightwear.” 2011. WARC. “General Information.” Sew Eco-Logical. n.d. Web. 03 Feb. 2015. Head, Lee Ann. “Will Millennials Drive the Shift from a Consumption-Based to a Values-Based Economy?” Behavior Change. Sustainable Brands, 25 June 2013. Web. 1 Feb. 2015. Honigman, Brian. “How Millennials Are Shopping: 20 Interesting Statistics & Figures.” Medium. 5 Aug. 2013. Web. 1 Feb. 2015. “Laundry.” Laundry. Nature Baby, n.d. Web. 01 Feb. 2015. McDonald, Chelsi. “Savannah Tourism Is on the Rise, Tourists Spending in the Billions.” WJCL News. WJCL, 16 June 2014. Web. 10 Feb. 2015. “Nike Environmental Design Tool.” Considered Design. 1 Jan. 2010. Web. 13 Feb. 2015.
Ohlemeier, Doug. “Southeast Show Focuses on Food Safety, Sustainability.” The Packer. The Packer, 13 Jan. 2015. Web. 07 Feb. 2015. “SCAD Facts.” SCAD. SCAD, n.d. Web. 07 Feb. 2015. “Segment Explorer.” PRIZM. The Nielsen Company, n.d. Web. 15 Feb. 2015. Steele, Nash. “Bee’s Wrap: Sustainable Food Storage - Savannah Bee Blog.” Savannah Bee Blog. Savannah Bee Company, 08 Dec. 2014. Web. 10 Feb. 2015. “Sustainability.” One West Victory. One West Victory, n.d. Web. 20 Feb. 2015. United States. Dept. of Securities and Exchange Commission. Form 10-K. “Annual Report Urban Outfitters Inc.” Comission File NO. 000-22754. Dept. of Securities and Exchange Commission. 2014. Web. 19 Feb. 2015. “US Framework and VALS™ Types.” Strategic Business Insights. Strategic Business Insights, n.d. Web. 07 Feb. 2015. “Welcome To Spinderella’s.” Spinderella’s Fiber Mill. N.p., n.d. Web. 2015. “Willingness to Pay More For Natural Fibers.” Lifestyle Monitor. Cotton Inc. 2012. Web. Jan. 2015. White, Constance C. R. “Millennials’ Buying Habits May save the Mall.” USA Today. Gannett, 8 Nov 2014. Web. 1 Feb. 2015.
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Appendix A
lifestylemonitor.cottoninc.com
Appendix A
lifestylemonitor.cottoninc.com
Appendix B ALAS is an Australian sleepwear brand thatâ&#x20AC;&#x2122;s main focus is social and ecological responsiblity. They offer a limited selection of products, often in bold prints, and use materials such as organic cotton jersey and organic cotton sateen, priced between $50 to $135 US dollars. The cotton is either Fair-trade or Global Organic Textile Standard accredited, farmed without pesticides, fertilizers or dangerous chemicals. ALAS sources their materials and manufactures in India where the cotton is grown, spun, woven and dyed. The dyeing and printing methods do not use formaldehyde or AZO dyes. Their packaging, tags and business cards are made out of recycled materials and are recyclable as well. Between the Sheets is a US company manufacturing in New York Cityâ&#x20AC;&#x2122;s historic garment district. Workers are paid a fair and legal wage and work in safe conditions and the factories must work under NY Stateâ&#x20AC;&#x2122;s Apparel Industry Taskforce guidelines. The garments are mostly polyester and rayon and their silhouette selection is basic in style and very limited, along with color choices, priced around $60-$125 per piece. They source locally when possible, but their Modal is spun in Austria and fabricated into a textile in Italy. They purchase in bulk to reduce environmental impact of transportation. Free People is a US-based company known for their feminine, bohemian style. Materials they use include polyester, nylon, rayon, modal and cotton. Since the style of Free People is easy going and bohemian, they have a strong mix between trendy and basic pieces that can be worn together, priced between $50 to $120 US dollars. Free People manufactures their products overseas in Asia and there is very little transparency in their labor practices.
Appendix B Go Fish is an American Christian company that purchases their goods from talented local villagers in developing countries, such as Indonesia and Peru. They want to give those indigenous people a better quality of life by selling their goods. Their product assortment is not trendy or classic in style, but they do value quality products at a respectable and fair cost. Garments are mostly made out of rayon and 100% cotton, but they do blend their fabrics with spandex, viscose and nylon, too. Average price range is from $54 to $68 for bottoms, tops, skirts and dresses. Luva Huva is a UK-based intimates and loungewear company that offers products hand-made in the United Kingdom. The fabrics they use include 100% certified organic cotton, bamboo, hemp and soy fabrics, end of line remnants and vintage lace. Hemp, bamboo and soy require no herbicides or pesticides to grow. The recycled end of life fabrics are created into limited edition capsule collections. Luva Huvaâ&#x20AC;&#x2122;s product assortment is extremely limited regarding style with a selection of colors and is priced between $60-$100 for sets and individual pieces. Only Hearts is a US company that manufactures and sources in NYC. Only Hearts Organic is an extension that offers a restricted selection of apparel and sleepwear made out of organic cotton. Their regular collection uses silk charmeuse, nylon, spandex, rayon, Lycra and microfiber. Both lines are priced between $40-$130, with basic separates being more inexpensive and robes and organic pieces being more costly.
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Appendix B Sorella Organics is an Australian luxury organic sleepwear company. They offer fair-trade certified cotton and organic cotton sleepwear and loungewear for men and women. Styles are extremely limited and available with little color selection, and average around $85. They manufacture and source in Australia and Fiji. By working in Fiji, the owner, Anna McGregor, wants to increase workerâ&#x20AC;&#x2122;s capacity and create sustainable employment. Snoa Sleepwear is a US company that manufactures and sources in the United States. They offer ecofriendly fabrics such as model jersey, bamboo fleece and silk hemp materials, which are all gentle on the environment. Their product assortment is limited and only offers three color options. Although they are very sustainable, their styles are basic and simple and prices range from $125 to $160. Sandmaiden is a company based in San Francisco, California. Cut and sew production is done in Bellingham, Washington by the designer Amanda Boyd and two seamstresses. Product assortment is basic with decorative trims, specifically lace and ribbon. The collection is made of 90% natural fabrics, such as organic cotton jersey and 10% modern and fashion forward materials, such as soft wood pulp based fibers sourced within the US. Sandmaiden is on the more expensive end with prices starting around $60 and going up to $200. Sylvester & Co is an American Company that offers artisanal products and eco-friendly regional and international products. Their sourcing points range from Portland, to Paris, to far Thailand. Clothing styles are minimal and basic. Average price ranges from $65 to $200. Their aesthetic is clean and new American.
Appendix C In the case of SCAD students, most reside seasonally in downtown Savannah, Georgia, where Jovy Road plans to open shop (SCAD Facts). Yearly, SCAD is expanding and accepting between 200 to 600 additional students to its freshman class, which presents a growing customer base for Jovy Road. Out of these 12,000 students, approximately 25% are international (SCAD 2014). This presents the first argument to expand channels from brick-and-mortar, to click-and-mortar. The eclectic PRIZM segmentation mostly associated with these students is the Bohemian Mix who tend to be early adopters driven by Self-Expression, preferring value and ethics to luxury (VALS). The young local women between the ages of 17 to 30 present more variety in demographics. They include a range from high school girls who aspire for more lady-like products, to young professional women. They live in the greater Savannah area including the eastern islands such as Whitemarsh, the western area of Pooler, and southern area of Georgetown. The median incomes of these young professionals are around $63,100 per person, so hitting an affordable luxury price-point in our products will help appeal to this segment. Those who reside with their Second City Elite parents boast a higher household income. These prosperous, professional families value education and morals as VALS Believers, so Jovy Roadâ&#x20AC;&#x2122;s made in the USA initiative will appeal to them greatly. Finally, Jovy Road will appeal to the tremendous flock of tourists who inundate Savannah. According to WJCL, tourism to Savannah is growing rapidly, and in fact, between 2012 and 2013, the number of visitors increased from 12.4 to over 13 million. The number of young visitors particularly is increasing, most likely due to the rise of the number of conventions held in the city. Most visitors are domestic, hailing from nearby eastern states such as Virginia and Florida, and share similar ideals to those of the greater Savannah target market. They spend over $2 billion annually in the city, and are willing to spend the most amount per purchase on Shopping items, and less on food, transportation, and even lodging (Sanctuaries). They also cite the history and architecture being among some of the greatest attributes of the city. Jovy Road could incorporate that history of Savannah that appeals to tourists to well in the visual merchandising of the brickand-mortar store itself (WJCL).
46
Appendix D COST SHEET Yarn Supplier: Spinderella's 1640 S. 600 East Salt Lake City, Utah 84105 USA P: 1-801-668-0563 E: spinderellas523@msn.com Style: 1008 Colors: Cream, Grey, Pink
Company:
Date: 3/02/15 Description: Knitted Top COMPONENT COSTS Yarn Cost 100% Wool Worsted
LBS/QTY 1.5
UNT PRC $14.73
TOTAL: Knitting Cost Pattern: Production: Labels: Labor: Packing: TOTAL: Shipping Cost Shipping: TOTAL: TOTAL COST: MARKUP: RETAIL COST:
$ AMT $22.09 $22.09 $ AMT $0.90 $2.75 $0.78 $5.07 $0.50 $10.00 $ AMT $0.42 $0.42 $32.51 100% $65.00
Manufacture: Elanis Inc. Garment District New York, New York 10018 USA E: elanis@elanisinc.com Season: Fall Wholesale Cost: $32.51
Appendix D COST SHEET Fabric Supplier: Sew-Eco Logical Inc. 1280-B East 28th Ave Eugene, Oregon 97403 USA P: 1-541-683-5828 F: 1-541-683-6333 E: support@seworganic.com Style: 1006 Colors: Cream, Grey, Pink
Company:
Date: 3/02/15 Description: Knit Jogger
Manufacture: Stylus Custom Apparel 729 East Elizabeth Avenue Linden, New Jersey 07036 USA P: 1-908-587-0800 E: quotes@stylusapparel.com Season: Fall Wholesale Cost: $24.54
COMPONENT COSTS Fabric Cost 100% Organic Cotton Saten
YD/QTY 1
PRC/YD $5.85
TOTAL: Manufacture Cost Pattern: Production: Trimmings: Labels: Labor: Packing: TOTAL: Shipping Cost Shipping: TOTAL: TOTAL COST: MARKUP: RETAIL COST:
$ AMT $5.85 $5.85 $ AMT $0.69 $7.30 $0.50 $0.78 $8.50 $0.50 $18.27 $ AMT $0.42 $0.42 $24.54 200% $74.00
48
Appendix D Company:
Date: 3/02/15 Description: Chunky Knitted Sweater COMPONENT COSTS Yarn Cost 100% Wool Worsted
LBS/QTY 3
COST SHEET Yarn Supplier: Spinderella's 1640 S. 600 East Salt Lake City, Utah 84105 USA P: 1-801-668-0563 E: spinderellas523@msn.com Style: 1008 Colors: Cream, Grey, Pink
UNT PRC $14.73
TOTAL: Knitting Cost Pattern: Production: Labels: Labor: Packing: TOTAL: Shipping Cost Shipping: TOTAL: TOTAL COST: MARKUP: RETAIL COST:
$ AMT $44.19 $44.19 $ AMT $0.70 $2.75 $0.78 $5.07 $0.50 $9.80 $ AMT $0.42 $0.42 $54.41 100% $109.00
Manufacture: Elanis Inc. Garment District New York, New York 10018 USA E: elanis@elanisinc.com Season: Fall Wholesale Cost: $54.41
Appendix D Company:
Date: 3/02/15 Description: Open Knitted Robe COMPONENT COSTS Yarn Cost 100% Wool Worsted
LBS/QTY 1
COST SHEET Yarn Supplier: Spinderella's 1640 S. 600 East Salt Lake City, Utah 84105 USA P: 1-801-668-0563 E: spinderellas523@msn.com Style: 1008 Colors: Cream, Grey, Pink
UNT PRC $14.73
TOTAL: Knitting Cost Pattern: Production: Labels: Labor: Packing: TOTAL: Shipping Cost Shipping: TOTAL: TOTAL COST: MARKUP: RETAIL COST:
Manufacture: Elanis Inc. Garment District New York, New York 10018 USA E: elanis@elanisinc.com Season: Fall Wholesale Cost: $25.15
$ AMT $14.73 $14.73 $ AMT $0.90 $2.75 $0.78 $5.07 $0.50 $10.00 $ AMT $0.42 $0.42 $25.15 200% $75.00
50
Appendix D COST SHEET Fabric Supplier: Sew-Eco Logical Inc. 1280-B East 28th Ave Eugene, Oregon 97403 USA P: 1-541-683-5828 F: 1-541-683-6333 E: support@seworganic.com Style: 1003 Colors: Cream, Grey, Pink
Company:
Date: 3/02/15 Description: Woven Babydoll COMPONENT COSTS Fabric Cost 100% Organic Cotton Saten
YD/QTY 1
PRC/YD $5.85
TOTAL: Manufacture Cost Pattern: Production: Trimmings: Labels: Labor: Packing: TOTAL: Shipping Cost Shipping: TOTAL: TOTAL COST: MARKUP: RETAIL COST:
$ AMT $5.85 $5.85 $ AMT $0.69 $7.30 $0.50 $0.78 $8.50 $0.50 $18.27 $ AMT $0.42 $0.42 $24.54 200% $74.00
Manufacture: Stylus Custom Apparel 729 East Elizabeth Avenue Linden, New Jersey 07036 USA P: 1-908-587-0800 E: quotes@stylusapparel.com Season: Fall Wholesale Cost: $24.54
Appendix D Company:
Date: 3/02/15 Description: Knitted Wool Babydoll COMPONENT COSTS Yarn Cost 100% Wool Worsted
LBS/QTY 2
COST SHEET Yarn Supplier: Spinderella's 1640 S. 600 East Salt Lake City, Utah 84105 USA P: 1-801-668-0563 E: spinderellas523@msn.com Style: 1007 Colors: Cream, Grey, Pink
UNT PRC $14.73
TOTAL: Knitting Cost Pattern: Production: Labels: Labor: Packing: TOTAL: Shipping Cost Shipping: TOTAL: TOTAL COST: MARKUP: RETAIL COST:
Manufacture: Elanis Inc. Garment District New York, New York 10018 USA E: elanis@elanisinc.com Season: Fall Wholesale Cost: $39.88
$ AMT $29.46 $29.46 $ AMT $0.90 $2.75 $0.78 $5.07 $0.50 $10.00 $ AMT $0.42 $0.42 $39.88 100% $80.00
52
Appendix D COST SHEET Fabric Supplier: Sew-Eco Logical Inc. 1280-B East 28th Ave Eugene, Oregon 97403 USA P: 1-541-683-5828 F: 1-541-683-6333 E: support@seworganic.com Style: 1001 Colors: Cream, Grey, Pink
Company:
Date: 3/02/15 Description: Woven Crop Top COMPONENT COSTS Fabric Cost 100% Organic Cotton Sateen TOTAL:
YD/QTY 1
PRC/YD $5.85
Manufacture Cost Pattern: Production: Trimmings: Labels: Labor: Packing: TOTAL: Shipping Cost Shipping: TOTAL: TOTAL COST: MARKUP: RETAIL COST:
$ AMT $5.85 $5.85 $ AMT $0.46 $5.00 $0.50 $0.78 $8.50 $0.50 $15.74 $ AMT $0.42 $0.42 $22.01 200% $66.00
Manufacture: Stylus Custom Apparel 729 East Elizabeth Avenue Linden, New Jersey 07036 USA P: 1-908-587-0800 E: quotes@stylusapparel.com Season: Fall Wholesale Cost: $22.01
Appendix D COST SHEET Fabric Supplier: Sew-Eco Logical Inc. 1280-B East 28th Ave Eugene, Oregon 97403 USA P: 1-541-683-5828 F: 1-541-683-6333 E: support@seworganic.com Style: 1002 Colors: Cream, Grey, Pink
Company:
Date: 3/02/15 Description: Woven Shorts
Manufacture: Stylus Custom Apparel 729 East Elizabeth Avenue Linden, New Jersey 07036 USA P: 1-908-587-0800 E: quotes@stylusapparel.com Season: Fall Wholesale Cost: $22.01
COMPONENT COSTS Fabric Cost 100% Organic Cotton Sateen TOTAL:
YD/QTY 1
PRC/YD $5.85
Manufacture Cost Pattern: Production: Trimmings: Labels: Labor: Packing: TOTAL: Shipping Cost Shipping: TOTAL: TOTAL COST: MARKUP: RETAIL COST:
$ AMT $5.85 $5.85 $ AMT $0.46 $5.00 $0.50 $0.78 $8.50 $0.50 $15.74 $ AMT $0.42 $0.42 $22.01 200% $66.00
54
Appendix D COST SHEET Fabric Supplier: Sew-Eco Logical Inc. 1280-B East 28th Ave Eugene, Oregon 97403 USA P: 1-541-683-5828 F: 1-541-683-6333 E: support@seworganic.com Style: 1004 Colors: Cream, Grey, Pink
Company:
Date: 3/02/15 Description: Knit Crop Top COMPONENT COSTS Fabric Cost 100% Organic Cotton Interlock TOTAL:
YD/QTY 1
PRC/YD $5.85
Manufacture Cost Pattern: Production: Trimmings: Labels: Labor: Packing: TOTAL: Shipping Cost Shipping: TOTAL: TOTAL COST: MARKUP: RETAIL COST:
$ AMT $5.85 $5.85 $ AMT $0.46 $5.00 $0.50 $0.78 $8.50 $0.50 $15.74 $ AMT $0.42 $0.42 $22.01 200% $66.00
Manufacture: Stylus Custom Apparel 729 East Elizabeth Avenue Linden, New Jersey 07036 USA P: 1-908-587-0800 E: quotes@stylusapparel.com Season: Fall Wholesale Cost: $22.01
Appendix D COST SHEET Fabric Supplier: Sew-Eco Logical Inc. 1280-B East 28th Ave Eugene, Oregon 97403 USA P: 1-541-683-5828 F: 1-541-683-6333 E: support@seworganic.com Style: 1005 Colors: Cream, Grey, Pink
Company:
Date: 3/02/15 Description: Knit Shorts
Manufacture: Stylus Custom Apparel 729 East Elizabeth Avenue Linden, New Jersey 07036 USA P: 1-908-587-0800 E: quotes@stylusapparel.com Season: Fall Wholesale Cost: $22.01
COMPONENT COSTS Fabric Cost 100% Organic Cotton Interlock TOTAL:
YD/QTY 1
PRC/YD $5.85
Manufacture Cost Pattern: Production: Trimmings: Labels: Labor: Packing: TOTAL: Shipping Cost Shipping: TOTAL: TOTAL COST: MARKUP: RETAIL COST:
$ AMT $5.85 $5.85 $ AMT $0.46 $5.00 $0.50 $0.78 $8.50 $0.50 $15.74 $ AMT $0.42 $0.42 $22.01 200% $66.00
56
Appendix E Brand:
Packaging Cost Sheet Jovy Road
Manufacturer: Product Description
Bags & Bows Quantity Cost
Size
Kraft Two-Piece Apparel Boxes
15 x 9 1/2 x 2
10
$ 40.00
Kraft Two-Piece Apparel Boxes
11 1/2 x 8 1/2 x 1 5/8
10
$ 32.50
Solid Tissue Paper, Recycled Kraft
20 x 30
6
$ 18.50
Advertising Labels, Rectangle 1 Ink Color
2 1/2 x 1
2
$ 90.00
Kraft Paper Shopper Assortment, 3 Assorted Sizes
8 1/4 x 4 1/4 x 10 3/4 16 x 6 x 12 1/2 16 x 6 x 19
10
$ 43.45
Size 1x2 UPS Ground
$
400.00
$
325.00
$
111.00
$
180.00
$
434.50 Free Shipping $ 1,450.50
Shipping Total Manufacturer: Product Description Hangtags 2 side full print w/ Organic Natural Cotton String Shippinng Total Grand Total
Total
Got Green Printing Quantity Cost 2500
Total $
285.00
$ $ $
27.00 312.00 1,762.50
58
FASM 400 . Professor Meeta Roy . Winter 2015