CREATED BY: Elva Jiang Ximena Marquez Natalia Colichon Marianella Diaz FASM 400 - Contemporary Issues in Fashion Merchandising Professor Meeta Roy
plant me! Place this cover under a thin layer of soil and watch wildflowers grow!
EXECUTIVE SUMMARY
Green Elephant strives for success in the American Childrenswear market by offering sustainable products made with organic materials and sourcing from environmentally conscious fair trade factories. It is the goal of Green Elephant to provide apparel and accessories with artistic prints and modern silhouettes that complement the style of kids while raising their awareness on environmental issues from an early age. In order to fully engage the modern, tech savvy moms, Green Elephant has adapted an omni-channel strategy by distributing through brick-and-mortar stores, e-commerce and m-commerce. At the same time, Green Elephant has created an online forum for parents to better contribute to the environment by exchanging worn childrenswear, as well as implementing a repurposing program for those garments that have arrived to their end-of-life.
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TABLE OF CONTENTS About Green Elephant
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Market Analysis
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Target Customer
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Product Development
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Garment Life Cycle
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Branding & Messaging
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Conclusion
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Works Cited
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Appendix
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ABOUT GREEN ELEPHANT Based in San Francisco, California, Green Elephant is a privately owned childrenswear company known for our sustainable and fashion-forward products. All of Green Elephant’s products are made out of 100% organic cotton.
Vision
Combining style with organic materials that encompass sustainability and quality.
Mission Green Elephant’s dedicated team is committed to achieve excellence while complying with the highest standards of social sustainability.
Value Statement As a socially responsible company, Green Elephant believes in transparency throughout the entire supply chain. Any company we do business with must provide safe working conditions, treat employees fairly, and use environmentally responsible sourcing and manufacturing processes wherever our products are made.
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ABOUT GREEN ELEPHANT
Target Market Overview Green Elephant targets fashion-forward and environmentally-conscious parents who want to offer their children the best products that complement their personal style while contributing positively to the environment.
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MARKET ANALYSIS Size of Childrenswear Market in the US Childrenswear represents 20% of the apparel industry in the United States. In 2013, the U.S. childrenswear market reached a value of $57.2 billion, which represented 26.5% of the global childrenswear market (MarketLine). Within the childrenswear market, the sales of infants’ and toddlers’ apparel account for a greater percentage than the sales of boys’ and girls’ clothing (Profile America).
Source: Marketline
Source: Marketline
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MARKET ANALYSIS Current Trends in Childrenswear As children quickly outgrow their clothes before the clothes are no longer deemed wearable, many parents treat childrenswear as a necessity, paying higher attention on the price point rather than the sourcing and making of the product (MarketLine). As a result, the more fashion-forward childrenswear products fall under the commodity category as they are set at a much higher price point (Passport). As the trend of gifting high-value childrenswear products gains popularity among family and friends, childrenswear has demonstrated considerable resilience to the tough economic conditions, unlike menswear and womenswear, which were significantly affected by the global economic crisis in 2008 (Passport). According to Passport, the price point of boys’ apparel tends to be higher than that of girls’ apparel. This is attributed to boys participating in more physical activities than girls. As a result, the garments need to be able to withstand all the wear and tear from the activity.
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MARKET ANALYSIS Our Competitors
Aravore
Fable Baby
After conducting primary research, Green Elephant has come up with a list of 11 US and international competitors in the childrenswear market. Some of our competitors share the same values and love for style and sustainability as Green Elephant. In the next few pages, we will briefly talk about each one of them.
Founded in 2005, Aravore is a high-end childrenswear brand based in London that sources high quality organic raw materials and manufactures at Aravore’s own couture crafting atelier from Paraguay. They strive with the mission to provide a range of luxury childrenswear products concentrated on craftsmanship, design, and quality. Aravore is now available in 20 different countries outside United Kingdom (Aravore).
Fable Baby, founded in 2012 in Melbourne, Australia, focuses on quality, sustainability and simplicity. The collections are created using only the softest organic and locally sourced natural fabrics that are hand screenprinted and handmade into timeless garments for kids aged newborn to 3 years-old. In 2013, Fable Baby gained its Ethical Clothing Australia Accreditation, which ensures Fable Baby works to the ethical standards made by the Australian TCF industry (Fable Baby).
Our competitors are: Aravore, Fable Baby, Gray Label, Sckoon, Bibaloo, Kate Quinn, Burt’s Bees Baby, Babysoy, Kee-ka Organics, Pili Pala, and Gerber Childrenswear.
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MARKET ANALYSIS Gray Label
Sckoon
Bibaloo
Gray Label provides organic apparel of the little minimalist. It is an Amsterdam based label designed by Emily Gray, for babies and kids aged zero to six. The collection consists of a year-round line of quality basics that are contemporary yet timeless. Gray Label insists in using the softest organic fabrics to ensure everyday comfort and practically (Gray Label).
Sckoon is a childrenswear brand based in Soho, New York, that produces the collections in fair trade factories in Egypt, India and Japan. Sckoon organic clothes are made of 100% GOTS certified organic cotton, and dyed with eco-friendly low-impact dyes (Sckoon).
Bibaloo is an online French childrenswear boutique that offers an exclusive collection of clothing and accessories by independent French and European designers who use 100% organic cotton, and produces their products in a fair trade process (Bibaloo).
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MARKET ANALYSIS Kate Quinn
Burt’s Bee Baby
Babysoy
Based in Seattle, Washington, Kate Quinn Organics is a wholesale dealer of stylish organic childrenswear products. Each piece is made of ultra soft, all-natural, organically produced cotton certified by Control Union Certifications (SKAL), an USDA Accredited Certifying Agent and colored using low environmentally impact dyes, we also use fair trade practices under the Global Organic Textile Standards (Kate Quinn).
Founded in 1984, Burt’s Bees is committed to offering products made of pure and natural 100% organic cotton that is grown without synthetic pesticides or fertilizers, which supports organic farming methods that cherish the land and the ecosystems around them. Building on a culture of caring and well being, Burt’s Bees’ mission is to create a collection that frees families to relax, enjoy and revel in every moment with the little ones (Burt’s Bee Baby).
Babysoy was founded with the mission to bring quality green baby clothes at an affordable price to ecoconscious parents. Babysoy utilizes azlon, a protein fiber extracted from soybean, as the main material, which will help lessen burden on planet earth. They aim to “reduce, reuse, recycle” to mark the beginning of making the planet a better place to live for the next generation (Babysoy).
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MARKET ANALYSIS Kee-ka Organics
Pili Pala
Gerber Childrenswear
Kee-ka Organics believes in protecting the future of the world that the next generation will inherit by offering fashionable childrenswear products that are both socially and ecologically responsible. They use 100% certified organic cotton and lowimpact dyes, as well as workingwith Fair Trade and Fair wage suppliers around the world (Kee-ka Organics).
To ensure the highest quality, comfort and style for girls and boys aged from newborn baby to 8 years old, Pili Pala manufactures in a converted farm in Wales. They manufacture all of the organic kids, toddler and baby clothes ethically, ensuring Pili Pala clothing is soft on the skin, fun to wear and better for the environment (Pili Pala).
Gerber is known for its exceptional sustainable practices. They adhere to strict safety and testing standards on all their products by utilizing Oeko-Tex Standard 100. They utilize sustainable, eco-friendly retail packaging and use recycling bins and energy efficient lighting in the facilities to help reduce the overall energy consumption and carbon footprint (Gerber Childrenswear).
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MARKET ANALYSIS
Competitive Landscape Analysis Methodology The competitive landscape analysis for Green Elephant was derived by gathering primary research from each competitor’s official website. Based on the information disclosed on their websites, they were ranked in four different areas: sustainability, accessibility, aesthetics and price point. Their rankings in these four areas decide their standings in these perceptual maps.
See Appendix for in-depth Competitor Analysis 14
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MARKET ANALYSIS
Competitive Landscape Analysis Statement of Opportunity Based on the perceptual maps, the biggest opportunity for Green Elephant lies where the brand could provide a fashion-forward childrenswear collection that allows high accessibility while being a leading sustainable and eco-friendly company.
See Appendix for in-depth Competitor Analysis 15
MARKET ANALYSIS
Current Sourcing Practices A number of Green Elephant’s direct competitors source certified organic cotton from sustainable practiced farms, which maintain and replenish soil fertility without the use of toxic and persistent pesticides and fertilizers (Kate Quinn). Their garments are made of all-natural, organically produced cotton certified by Control Union Certifications (SKAL), and are manufactured at environmental conscience fair trade factories from countries such as Egypt, India, and Japan, under the Global Organic Textile Standards (GOTS) (Sckoon). 16 green elephant
MARKET ANALYSIS Current Distribution Channels E-commerce and brick-and-mortar stores are both widely adapted by the childrenswear market as the main distribution channels (Euromonitor International). Green Elephant’s competitors are currently distributing through their own online websites, as well as online retailers including Amazon, BabieRUs.com, BuyBuyBaby.com, Diapers.com, JCPenney.com, Kohls.com, Target.com, and so on.
Future Growth Driven by a combination of growing disposable income, frequent need to purchase new clothing to satisfy the requirements of growing children, and the parental desire of offering the best for their children, the United States’ childrenswear market is forecasted to reach a value of $70.1 million by 2018 (MarketLine).
Source: Marketline
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TARGET CUSTOMER Demographics Green Elephant specifically targets the demographic of customers located in San Francisco, Los Angeles and Portland, because these three cities have gathered a community of consumers and companies that demonstrate high interest and commitment in sustainability. The target market is in the age range between 25 and 44, and the average household income of the market is $91,000 (PRIZM).
Psychographics According to PRIZM, Green Elephant’s target market is known as the Young Digerati. This market encompasses individuals who are modern and tech-savvy. They live in a fashionable, ethnically mixed neighborhood, as they are generally affluent, coming from high educational background. They are highly conscious of their health and are eager to contribute to better the environment around them.
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TARGET CUSTOMER Shopping Habits Among the Young Digerati community, children have become the new accessory for parents. Parents love to dress up their children from head to toe, and children themselves have become more trend-savvy due to their increasing use of mobile devices (Companies and Markets.com). According to Companies and Markets.com, households that earn $70,000 or more spend an average of $167.04 on boys’ clothes and $216.57 on girls’ clothes. Green Elephant’s target customers are eco-sensitive when shopping for food and children’s products. They are part of the smaller segment of U.S. consumers (35%) for being willing to pay a premium for clothing labeled as environmentally friendly. Their willingness to pay more for clothing labeled as “made in the USA” or made with natural fibers is greater (Cotton Lifestyle Monitor). Although environmentally friendliness might not be the primary purchase driver, they suggest that they would be bothered if they found out an item of clothing that they purchased was produced in a non-eco-friendly way (Cotton Lifestyle Monitor). They believe that domestically manufactured clothing is better for the environment than apparel made overseas. They suggest that the primary reasons that the products manufactured in the U.S. are more environmentally-friendly is due to domestic regulation and environmental production laws that other countries may not have or do not enforce. In other words, for American consumers, especially the Young Digerati, buying domestically manufactured clothing satisfies their desire to act in eco-friendly ways and to support the national economy (Cotton Lifestyle Monitor).
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TARGET CUSTOMER Current Life Cycle Green Elephant’s target customers are environmentally conscious when making purchasing decisions. They prefer organic cotton that is grown without synthetic pesticides, fertilizers, or genetically modified seeds. They seek for brands that work with Fair Wage suppliers that use fair trade practices under the Global Organic Textile Standards (GOTS). Once their children outgrow the garments, they donate them to non-profit organization such as Goodwill, or pass them on to other family members (Lee).
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TARGET CUSTOMER Customer Profile Olivia Age: 28 Income: $87,000 Full Time Job: Creative Director Hometown: San Francisco Married Children: 4 year old boy Bachelors Degree from UCLA Focuses her time on her son Tech Savvy Mostly shops online Cares about what her and her family consume on a daily basis
Based on already presented research
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PRODUCT DEVELOPMENT Inspiration Green Elephant concentrated on creating a style that is suitable for our target market’s lifestyle and location, the West Coast, where everything is about looking creative, casual, and super chic. Our main inspiration came from solid images with basic colors, and this is what defines our style. Stone walls, pastels with a dark pop and grey paintings is what gave birth to our collection. We wanted to create fashion that never gets old and through our color scheme, we get simple and basic garments that can be worn on an everyday basic. At the same time, keeping it simple does not mean keeping it boring. Our company focuses in breaking the usual “sustainable hippie” look and going for a more “chic modern” style. Our designs are blended with in–style basics in order to give a comfortable and easy to mix and wear look.
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PRODUCT DEVELOPMENT Materials Green Elephant uses 100% organic cotton in all of our products. One of the many reasons behinds Green Elephant choosing to create products out of organic cotton is that when growing the plant, it needs 20% less water than regular cotton (Wallander). The difference between organic and regular cotton is that organic cotton is grown without the use of chemical pesticides and fertilizers (Wallander). Also, there is no use of genetically modified seeds when growing organic cotton (Living Green Magazine). When growing organic cotton, there is a healthy balance between pests and their natural predators, and this way, the environment remains healthy and without threats (Wallander).
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PRODUCT DEVELOPMENT Fabric Sourcing Green Elephant sources fabrics from F and A Textile Co., which is a leading wholesaler based in Shangdong, China, that concentrates on developing, designing and manufacturing fabrics. All the products F and A Textile produces are certified by OEKO-TEX 100 to ensure the safety of the materials. Moreover, F and A Textile requires small minimum order quantity, which is great for Green Elephant as a startup company (F and A Textile). *OEKO-TEX Standard 100 is an independent testing and certification system for textile raw materials, intermediate and end products at all stages of production (F and A Textile). Telephone: 86-532-85661835 Address: R1501, Unit 2, Building 2, No. 111, Shandong Rd., 266000 Website: www.f-and-atex.com
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PRODUCT DEVELOPMENT Manufacturing Green Elephant works with Happy Nation Inc. on the manufacturing of the products we offer. Established in 1989, Happy Nation Inc. is located in the heart of the garment district in Downtown Los Angeles, right in the center of the L.A. Fashion District. Happy Nation Inc. manufactures any type of sewn garment or article and specializes in 100% cotton. They claim to have the lowest minimum order quantity in the industry and produce all of their products in the United States (Happy Nation). Green Elephant has chosen Happy Nation Inc. as their primary manufacturing partner due to the following reasons: • Made in the U.S.A. quality and service • Low production minimum • Quick turn around times compared to international manufacturing • North American customers do not need to pay duties, tariffs, high shipping costs, which also contributes to the environment by reducing carbon footprint • Green Elephant believes in supporting American jobs and the manufacturing industry Telephone: (213)746-4443 Address: 612 East 12th Street Los Angeles, CA 90015 Website: www.1happarel.com
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PRODUCT DEVELOPMENT Line Sheet
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PRODUCT DEVELOPMENT Line Sheet
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PRODUCT DEVELOPMENT Assortment Plan
See Appendix for Cost Sheets 28 green elephant
PRODUCT DEVELOPMENT Assortment Plan
See Appendix for Cost Sheets
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PRODUCT DEVELOPMENT Distribution Green Elephant believes omnichannel retailing is very important to succeed in the business. We will be distributing both online and on brick-and-mortar stores. Our Stores Our first brick-and-mortar store will be located in San Francisco’s Union Square since Green Elephant’s target customer is already familiar with the retailers in that area. Green Elephant will also be available through our online store, where they can shop and learn more about our products.
Union Square in San Francisco
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PRODUCT DEVELOPMENT Distribution Nordstrom Our products are available through Nordstrom in select brick-and-mortar stores in the West Coast. We’re focusing on three locations: Nordstrom Downtown Seattle, Nordstrom San Francisco Centre and Nordstrom Downtown Portland. Customers can also find Green Elephant’s products through Nordstrom’s website and mobile app.
Nordstrom Downtown Seattle
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GARMENT LIFE CYCLE Impact Measurement
Green Elephant analyzed the impact our garments will have in the environment by using the Nike Environmental Design Tool. This tool measures how much our use of organic cotton will be affecting the following categories: chemistry, energy/ CO2-eq, water/land use, and waste (Hamilton). The total possible score is 100. Chemistry | 22 out of 40 Organic cotton has a very low impact in agriculture since there are no pesticides or fertilizers used when growing the plant (Hamilton). We lose many points due to the fact that our fabric is being dyed and this can be harmful for the environment. Energy/CO2-eq | 16 out of 24 There is very low energy use during organic cotton fiber production, but this escalates to moderate when it comes to organic cotton fabric production (Hamilton). This is the same case when it comes to CO2 emissions. There are low emissions during fiber production, but moderate during fabric production (Hamilton). Water/Land Use | 3 out of 16 Although organic cotton crops don’t need much irrigation (Everman), there is very high water use in both organic cotton fiber and fabric production (Hamilton). In the upside, there is moderately good land use when it comes to producing organic cotton (Hamilton). Waste | 5 out of 20 Green Elephants gets a few points for using organic raw materials. Also, this score is based on how it is the norm to downcycle manufacturing waste and also at customer end-of-life (Hamilton), but our goal is to encourage repurposing at end-of-life and donating to charities to avoid garments ending on landfills or incinerated. 32
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See Appendix for Nike Index
GARMENT LIFE CYCLE Function Green Elephant strives to offer the most fashion-forward and sustainable apparel for children. The clothes are designed to compliment the style of our customers while teaching them the importance of caring for the environment as well as their own health from an early age. Each garment comes with a complimentary seed hangtag, which encourages our customer to start living a green and healthy life!
Care Instructions Machine wash organic cotton clothing in cold water on gentle cycle with like colors. Use gentle or mild soap with neutral pH balance. Neutral pH balance helps maintain the integrity of the dye. Make sure the detergent activates in cold water.
Do not use bleach or detergents with Optical Brightening Agents.
Dry on a clothesline or clothing rack. If using a dryer, set on the lowest setting to avoid any shrinking or fading. If the clothes are wrinkled after drying, use iron on the lowest setting. Make sure to turn clothing inside out or use an ironing sheet on top of it so the garment doesn’t get scorched.
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GARMENT LIFE CYCLE Disposal When following Green Elephant’s care instructions, garments should stay in a good condition until our consumers outgrow them. We are aware of how quickly this can happen, therefore, we have come up with different solutions for this problem. Green Elephant’s Online Forum for Parents Our forum is a way for parents to talk to other parents and trade garments once they don’t need them anymore. This forum is especially targeted for new parents who might not know any other parents. Goodwill Donating to charities or organizations is always a viable option when the garments are still in good conditions.
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GARMENT LIFE CYCLE Disposal Green Elephant’s Repurposing Program Donating to our repurposing program is the ideal way to dispose of garments that are no longer wearable. We will repurpose the fabric by creating new accessories, such a bibs, plush toys, and hats. Those customers who decide to donate to our program will receive 15% off of their next online or in-store purchase with us. Also, Green Elephant will take care of the shipping and handling for the garments to get to us.
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BRANDING & MESSAGING
Logo We decided to have an elephant as our logo because it symbolizes benevolence, wisdom, strength, and longevity. Elephants are also the most positive animal with zero negative consequences, which is what we are trying to achieve with our sustainable products. We firmly believe that when following our beliefs and never forgetting what we stand for, we will be able to pass on all of our knowledge to our customers and also our consumers.
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BRANDING & MESSAGING Hang Tags
We are sourcing our hang tags from Botanical Paperworks.
According to Botanical Paperworks’ website, they are “the world-leading producer of eco-friendly paper products that grow into flowers when planted.� Our hang tags are made out of plantable paper, which is biodegradable ecopaper made with post-consumer materials (Botanical Paperworks). When planted in a pot of soil, this seed-embedded paper will compost away while the seeds grow into flowers or herbs. These seeds are of the highest quality and are also non-GMO (Botanical Paperworks).
Hangers While researching ways to make our company more sustainable, Green Elephant came up with alarming information regarding plastic hangers. In the US alone, 15.5 million plastic hangers are dumped into landfills every day and it takes over 1000 years to break down in the landfill (Ditto Hangers). Because of this, we have decided to source from Ditto Hangers. Ditto Hangers produces K2 paper fiberboard hangers, which are made out of 100% recycled content (Ditto Hangers). These hangers are made out of the strongest paper-based material available in the market. Also, they only use soy-based inks and starch-based adhesives on the hangers (Ditto Hangers). The hangers are 100% recyclable and non-toxic, can hold over 20 lbs, are moisture resistant, and with proper care, which we intend to do, can last for a lifetime (Ditto Hangers). 37
BRANDING & MESSAGING Bags
Our shopping bags are sourced from ULINE .
They are made out of 100% recycled materials and 95% post-consumer content. And just like the hangers, they are 100% recyclable (ULINE).
Labels Green Elephant is sourcing simple woven care labels from NWtag. While the Green Elephant’s labels consist of 100% organic cotton with the logo printed with soy-based ink. These labels are sourced from BCI Labels.
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BRANDING & MESSAGING Consumer Education Consumers will have access to information about the origin of our products via the hang tags and bags, and at our brick-and-mortar and online stores. This information consists of the benefits of purchasing organic cotton vs. regular cotton, how to dispose of the garments once they are no longer needed, and what to do with Green Elephant’s hang tags. Another way to find out about our products and sustainable practices is through our social media platforms where we will be posting everyday. Costs: $500 a month for managing Facebook, Twitter, Instagram, and Pinterest (Sprout Social).
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CONCLUSION Green Elephant bridges the gap between sustainability and fashion for childrenswear by combining stylish silhouette with artistic prints using only 100% GOTS certified organic fabrics. Our company differentiates themselves from their competitors with the fashion forward collections and a mission to protect and better the world. Green Elephant aims to foster a better future and environment for the next generation by being a leading brand to focus on sustainability. To carry out this mission throughout the entire business practice, Green Elephant works with a local U.S. manufacturer, Happy Nation Inc., so Green Elephant can be fully engaged in the entire supply chain to ensure the quality of the products as well as the working condition of the Green Elephant family. It is also our goal to educate our customers about the importance of carrying out a sustainable garment life cycle and the positive impact it has on the world. Together with our customers, Green Elephant strives to make the world a better place!
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WORKS CITED
WORKS CITED Market Analysis “About.” Aravore London. N.p., n.d. Web. 20 Feb. 2015. “About.” Fable Baby. N.p., n.d. Web. 20 Feb. 2015. “About.” Pili Pala. N.p., n.d. Web. 20 Feb. 2015. “About Gerber Childrenswear LLC.” Gerber Childrenswear. N.p., n.d. Web. 20 Feb. 2015. “About Us.” Bibaloo. N.p., n.d. Web. 20 Feb. 2015. “About Us.” Burt’s Bees Baby. N.p., n.d. Web. 20 Feb. 2015. “About Us.” Gray Label. N.p., n.d. Web. 20 Feb. 2015. “About Us.” Kate Quinn. N.p., n.d. Web. 20 Feb. 2015. Children’s Apparel. Tokyo: JETRO. Profile America. Web. 1 Feb. 2015. “Organic Baby Clothes.” Sckoon. N.p., n.d. Web. 20 Feb. 2015. “Our Story.” Babysoy. N.p., n.d. Web. 20 Feb. 2015. “Our Story.” Kee-ka Organics. N.p., n.d. Web. 20 Feb. 2015. Marketline. Childrenswear in the US. Rep. N.p.: Marketline, 2014. Passport. Childrenswear in the US. Rep. N.p.: Euromonitor International, 2014. “Sustainability.” Kate Quinn. N.p., n.d. Web. 28 Feb. 2015.
Target Customer “Childrenwear Market Value to Hit $173.6 Billion by 2017.” Companies and Markets.com. N.p., 3 July 2013. Web. 28 Feb. 2015. “Consumer Perspectives on “Green” Apparel | Cotton Lifestyle Monitor.”Cotton Lifestyle Monitor. N.p., 22 Apr. 2013. Web. 28 Feb. 2015. Lee, Ji Young, Holly Halter, Kim Johnson, and Haewon Ju. Investigating Fashion Disposition with Young Consumers. Rep. Vol. 14. N.p.: n.p., 2013. Print. “Market Segmentation.” PRIZM. N.p., n.d. Web. 22 Feb. 2015.
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WORKS CITED Product Development “Choosing Health: Organic Cotton versus Conventional Cotton.” Living Green Magazine. N.p., n.d. Web. 28 Feb. 2015. “F and A Textile.” F and A Textile. N.p., n.d. Web. 25 Feb. 2015. “Happy Nation Inc.” Happy Nation Inc. N.p., n.d. Web. 25 Feb. 2015. Wallander, Mattias. “Organic Cotton: Threading Its Way Into Our Closets.” The Huffington Post. TheHuffingtonPost.com, n.d. Web. 28 Feb. 2015.
Garment Life Cycle Everman, Victoria. “How Eco Is Organic Cotton? The Facts on 7 Questions.” Gaiam Life. N.p., n.d. Web. 25 Feb. 2015. Hamilton, Laura. “Assessment as a Policy Tool.” Review of Research in Education 27 (2003): 25-68. Web.
Branding & Messaging “Clothing Labels - Eco-Friendly Clothing Labels.” BCI Labels. N.p., n.d. Web. 20 Feb. 2015. “How Plantable Paper Works.” Botanical Paperworks. N.p., n.d. Web. 20 Feb. 2015. “Social Media Management Plans & Pricing.” Sprout Social. N.p., n.d. Web. 23 Feb. 2015. “ULINE - Shipping Boxes, Shipping Supplies, Packaging Materials, Packing Supplies.” ULINE. N.p., n.d. Web. 26 Feb. 2015. “What Is Ditto?” Ditto Hangers. N.p., n.d. Web. 24 Feb. 2015.
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APPENDIX Competitor Analysis
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APPENDIX Competitor Analysis
After conducting primary research, Green Elephant decided to rank our competitors based on their price points, sustainability, accessibility, and how fashion-forward their products are.
Price For price, we checked all of our competitors’ price points and then list them in descending order. Aravore has the highest price points, while Gerber had the lowest price points.
Sustainability For sustainability, each one of the competitors were awarded a point depending on how transparent they were about their practices and also whether they carried environmentally-friendly products or not. Kate Quinn turned out to be the most sustainable, while Gray Label is not as clear about their sustainable practices.
Accessibility For accessibility, competitors were awarded a point per form of distribution. Those who are located outside of the US ranked lower; same with those who aren’t omni-channel retailers. Burt’s Bee has the most points, being available both online and at brick-and-mortar stores, while Bibaloo is only available online
Fashion-forward For fashion-forward, we looked at our competitors’ product assortments and ranked them according to how basic or stylish the designs were. Aravore is the most fashion-forward, with simple silhouettes but chic colors and prints, while Gerber is more focused on basics.
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