SLIDE 1 GROUP 6 Anastasia Kuatkhina Valerie Overgaag Kairi Lentsius Eva Liisa Kubinyi Candyce Dryburgh
Innovating Sustainable Fashion-Summer School 2012
Thursday, 12 July 2012
GROUP 6 Anastasia Kuatkhina Valerie Overgaag Kairi Lentsius Eva - - PowerPoint PPT Presentation
GROUP 6 Anastasia Kuatkhina Valerie Overgaag Kairi Lentsius Eva - - PowerPoint PPT Presentation
GROUP 6 Anastasia Kuatkhina Valerie Overgaag Kairi Lentsius Eva Liisa Kubinyi Candyce Dryburgh Innovating Sustainable Fashion-Summer School 2012 Thursday, 12 July 2012 To create an apparel line perfect for individual people who follow
SLIDE 2 “To create an apparel line perfect for individual people who follow their own unique path in life and for those style-makers who express their individuality by the way they dress.”
Thursday, 12 July 2012
SLIDE 3 http://vimeo.com/20494324
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SLIDE 4 Thursday, 12 July 2012
SLIDE 5 Thursday, 12 July 2012
SLIDE 6 STRENGHTS WEAKNESSES
Diesel is a lifestyle not just a brand Defined and open target group Good communication skills Brand awareness (customer loyalty) Known for high-quality products Strong design that is not associated
- nly to one season
WHY DID WE CHOOSE DIESEL?
Thursday, 12 July 2012 SLIDE 7
HEDONISTIC INDEPENDENT ADVENTUROUS
Thursday, 12 July 2012 SLIDE 8
ETHNORAID
Customers shop at Diesel on average 3 times a year Owns their jeans for 4 years Does read the label, but only for care and wash instructions Doesn’t care too much about the fabric Thursday, 12 July 2012 SLIDE 9
GOALS
Make sustainability part of the Diesel lifestyle Can’t remember the next one- r the third goal
SLIDE 10
Using sustainable (Brave) materials in the production line Make the brand more sustainable Change the mindset of the current target group
Thursday, 12 July 2012 SLIDE 11
HEMP
Durable, breathable, absorbent No need for pesticides More sustainable then cotton Thursday, 12 July 2012 SLIDE 12
NETTLE
Resistant to Diesel and pests Grows in cool countries Softer and finer then hemp and cotton Thursday, 12 July 2012 SLIDE 13
ORGANIC COTTON
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!"#$%
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THE COLOUR OF THE SEASON
X 25 X 20 X 15 X 10 X 5 Thursday, 12 July 2012 SLIDE 16
WILL YOU SMOKE IT?
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MORE PESTICIDES.BE CLOTHED IN BETTER
SWITCH TO A BRAVER LIFESTYLE Thursday, 12 July 2012 SLIDE 18 WILL IT STING?
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SLIDE 19
RINSING DISCOUNT
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BRAVE LOYALTY CARD
Thursday, 12 July 2012 SLIDE 21 Thursday, 12 July 2012
SLIDE 22 3rd year Brave Materials expansion
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SLIDE 23 4th year Brave Materials expansion
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SLIDE 24 5th year Brave Materials expansion
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SLIDE 25 !"#$%&'"(
SUPPLIERS
Cotton farmers Hemp farmers Nettle Farmers Organic cotton Dye suppliers
PARTNERS
Barkha Rawqanique The Ecologist
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Customers Brave Material farmers Local communities working with the farms Staff in the shops Factory workers Designers (fashion, textiles) Textile developers Ethical consumers
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Trade Unions Shareholders Trade associations
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Competitive brands Shareholders Communities Raw material suppliers Media/ PR Governments NGOs Textile Technologists Designers Chemists
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Thursday, 12 July 2012
SLIDE 26
FUTURE VALUES
Sustainability as part of the Diesel lifestyle Recycle Brave Materials Textiles 4 Textiles machine Cradle-to-Cradle Thursday, 12 July 2012 SLIDE 27
DONT BE STUPID, BE BRAVE
Thursday, 12 July 2012 SLIDE 28
The plan is to make sustainability part of the Diesel lifestyle, quietly introducing it into the consumer’s everyday choices as to not frighten them with the idea that ‘sustainable fashion’ is ugly and can never look or feel good.