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 their own unique path in life and for those style-makers who express their individuality by the way they dress.” Thursday, 12 July 2012
http://vimeo.com/20494324 Thursday, 12 July 2012
Thursday, 12 July 2012
Thursday, 12 July 2012
WHY DID WE CHOOSE DIESEL? STRENGHTS WEAKNESSES Diesel is a lifestyle not just a brand Sustainability is not desirable Defined and open target group Manufacturing processes, such as sandblasting Good communication skills Lack of transparency for manufacturing, Brand awareness (customer loyalty) production and transport methods Known for high-quality products Exclusive target market group Strong design that is not associated only to one season Part of a bigger holding (OTB) OPPORTUNITIES THREATS Introduce the sustainable lifestyle into the Other competitive brands are more aware of luxurious fashion line production sustainability Introduce a Cradle-to-Cradle jeans and garment Loosing customers due to ‘eco-fashion’ production The quality and the comfort of the brave materials Future development in the textile industry are unknown Changing too much of the brand image Thursday, 12 July 2012
HEDONISTIC INDEPENDENT ADVENTUROUS Thursday, 12 July 2012
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
GOALS Make sustainability part of the Diesel lifestyle Can’t remember the next one or the third goal Thursday, 12 July 2012
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
HEMP Durable, breathable, absorbent No need for pesticides More sustainable then cotton Thursday, 12 July 2012
NETTLE Resistant to Diesel and pests Grows in cool countries Softer and finer then hemp and cotton Thursday, 12 July 2012
ORGANIC COTTON Thursday, 12 July 2012
!"#$% & # ' % " ( # ) Thursday, 12 July 2012
X 25 X 20 X 15 THE COLOUR OF THE X 10 SEASON X 5 Thursday, 12 July 2012
WILL YOU SMOKE IT? Thursday, 12 July 2012
SWITCH TO A BRAVER LIFESTYLE MORE PESTICIDES. BE CLOTHED IN BETTER Thursday, 12 July 2012
WILL IT STING? Thursday, 12 July 2012
RINSING DISCOUNT Thursday, 12 July 2012
BRAVE LOYALTY CARD Thursday, 12 July 2012
Thursday, 12 July 2012
3rd year Brave Materials expansion Thursday, 12 July 2012
4th year Brave Materials expansion Thursday, 12 July 2012
5th year Brave Materials expansion Thursday, 12 July 2012
%-.2)'-/'"(3 Competitive brands Shareholders Communities !"#$%&'"( Raw material suppliers Media/ PR SUPPLIERS PARTNERS Governments Cotton farmers Barkha NGOs Hemp farmers Rawqanique Textile Technologists Nettle Farmers The Ecologist Designers Organic cotton Chemists Dye suppliers (405'6#2&'"( )('"(*+,'-'.%/%0"%'( 1#$'"-0-/' Customers Trade Unions Brave Material farmers Shareholders Local communities working with the farms Trade associations Sta ff in the shops Factory workers Designers (fashion, textiles) Textile developers Ethical consumers Thursday, 12 July 2012
FUTURE VALUES Sustainability as part of the Diesel lifestyle Recycle Brave Materials Textiles 4 Textiles machine Cradle-to-Cradle Thursday, 12 July 2012
DONT BE STUPID, BE BRAVE Thursday, 12 July 2012
The plan is to make sustainability part of the Diesel lifestyle, quietly introducing it into the consumer’s everyday choices as to not frighten them with the idea that ‘sustainable fashion’ is ugly and can never look or feel good. !"#$% & # ' % " ( # ) Thursday, 12 July 2012
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