Such trends are driving global brands like Gucci, Timberland, and others to focus on making their products and supply chain more environmentally friendly. Out of all apparel purchased denim makes up 17 percent which explains why it continues to be the highest selling clothing item in the world. The two discussed their guilt over buying from traditional fashion brands and decided to combine forces to launch their own label. All company shares are held by the founding duo. Market Size and Development A recent report looking at the Global Denim Consumption and Production through the years 2011 to 2021 by Denimandjeans.
When it comes to the material of their clothes though, nearly 72 percent of survey respondents say that natural fibres are better for the environment than synthetics, with 51 percent of consumers willing to pay more for them. Plans for expansion include setting up distribution and manufacturing relationships in New York, another fashion centric goldmine where the company aims to gain greater market penetration. James Foster dropped out of the University of Berkeley after finding success with his first online store selling fertilizer and garden equipment with his college roommate. We will source the best organic cotton from two suppliers, one located in Turkey and the other in Japan which means that their supplies were produced without the use of any pesticides and was dyed in indigo using a natural means. User generated content and engagement will be key as product pages will include Instagram photos and promote consumer pride in our products.
The company has had its revenues double every two months. The report also revealed that North America consumes an estimated 39 percent of denim purchased worldwide while more than 50 percent of production is still based in Asia, specifically in countries like China, India, Turkey, Pakistan and Bangladesh. Going deeper into the growing level of awareness around environmental sustainability and climate change, the Cotton Incorporated 2013 Environment Survey found that 51 percent of consumers say that environmentally friendliness is important to their apparel purchase decisions. Interestingly enough though, 73 percent prefer to purchase the same brand as the one they own with men showing more loyalty at 64 percent than women at 45 percent. To achieve such a grand vision, the company is committed to providing the best in class customer service in addition to working with only the most detail oriented local manufacturers and promoting eco-friendly fashion to the mainstream. It also currently partners with two local fashion boutique stores focused on selling eco-friendly apparel that looks and feels good.
The company has been funded through the two founders, their family and friends, alongside some private investment. After successfully exiting the company, he went on to hold operational positions in management for a slew of ecommerce companies before meeting Elena at a party and hitting it off. The primary competition comes from three foreign brands namely Kuyichi, Hiut Denim, and Nudie Jeans, all which have been committed to sustainable fashion since the onset and are huge advocates for the organic cotton movement. They also have a wide assortment of sustainable efforts ranging from providing a fair living wage to everyone involved in the manufacturing process and recycling jeans. It is also where the products will ship out of through an integrated backend system and order processing mechanism.
Our plan is to leverage our American heritage and love for the fabric and use a marketing strategy that is closely aligned with building personal relationships with our target market. After both founders worked for several years in the retail and fashion industries respectively, one thing became increasingly clear to both of them, the industry is in the midst of a deep moral and ethical crisis. In addition, with fit being the biggest variable in jean purchase decisions, our custom fit program in addition to our slim, straight, and regular fit jeans will help us delight our customers who in turn will spread the word. . The company is a completely fictional organic denim and apparel company, however, we made sure the industry research was grounded in real world numbers as much as possible. The brand value proposition and differentiation will come from being an American brand with images of patriotism and ruggedness that shows both fashion forward thinking and a concern for the environment.
Digging a little further, about 33 percent are actually more likely to seek out environmentally clothes for themselves. . . . . .
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