AL FMM-325 Sustainability in Fashion Milestone 1 PDF

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FMM-325 Sustainability in Fashion Milestone One complete assignment...

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Milestone One: Targeting the Sustainably Minded Customer Angelica Lewis FMM-325: Sustainability in Fashion

Sustainability is a hot topic in the fashion industry as of late, and for good reason. Society is finally beginning to realize the negative impact we as people and industries have made on our planet. While there is nothing we can do about the past, we can do our part to protect the future of our planet. The fashion and textile industry has played a significant role in the pollution of our planet, and it is up to all members of the supply chain to address their contributions and how they can reduce the carbon footprint of the industry and promote growth and the well-being of our planet and all those that inhabit it. A survey done by Futerra, a sustainability consultancy, found that 88% of customers in the US and UK want brands to do their part and provide eco-friendly and sustainable solutions to the products they are consuming (Townsend, 2018). Green Reef Swimwear is a new eco-friendly swimwear brand for Women, made from Econyl, recycled and upcycled garments. Econyl is a recycled alternative to new nylon, made from nylon waste retrieved from the ocean and landfills (Futerra, 2012). Green Reef’s target market are women between the ages of 23 and 50 with an urban background and are highly educated. This target market labeled the “Inspired Innovator” by Latana, a brand tracking and insight company, depicts a Millennial or older Gen Z target market that prioritize forwardthinking and innovation policies (Harker, 2020). Green Reef believes their target falls within this category, putting sustainability and forward-thinking at the top of their decision-making factors, but still expect fashionable and innovative products. Green Reef’s customer wears sizes between XS and XXL, makes anywhere from $50,000 to $100,000 a year, and has a monthly clothing allowance of around $400 to $500. She lives in urban areas such as Boston, New York, Chicago, and Los Angeles, and her favorite activities include water sports, hiking, yoga, and tropical vacations. Green Reef’s target market also gives

back to her community by donating to organizations such as The Ocean Conservancy, the Worldwide Fund for Nature, and the Rainforest Alliance. She is hard-working and career driven with interest in the arts; she works in fields such as marketing, journalism, merchandising, architecture, graphic design, and editing. She has the foresight and the empathy to understand the importance of her participation in making the planet inhabitable and makes her decisions purchasing based on those principles. She shops at Whole Foods and Trader Joes and prefers to know exactly where and how her products are being produced. The goal of Green Reef Swimwear is to provide a sustainable and eco-friendly option for women looking to make a difference and care about the wellbeing of our planet and its future. She wants quality, functional and fashionable swimwear that never goes out of style. Words that would best describe her style include Bohemian, Earthy, Natural/Neutral, Nautical, Urban, Chic, and Artsy to name a few. Colors that she desires most includes warm browns and oranges, olive greens, and crisp whites, with pops of complementing bold colors such as yellow and fuchsia. Please find our mood board/inspiration below that visualizes Green Reef Swimwear’s target image and style that caters to the target market described above. In this deep analysis of our target market, we hope to cater to the specific individual who aims for a sustainable and ecofriendly lifestyle, and our hope is that this customer base will only expand over time with the success of this launch.

Inspiration/Mood Board

Resources Futerra (2021) Econyl: Imagine Making Circularity Mainstream. Retrieved from https://www.wearefuterra.com/work/econyl/ Harker, Laura (2020) Audiences Sustainable Brands Should Be Targeting. Latana. Retrieved from https://www.latana.com/post/audience-sustainable-brands/ Townsend, Solitaire (2018) 88% of Customers Want You to Help Them Make a Difference. Forbes. Retrieved from https://www.forbes.com/sites/solitairetownsend/2018/11/21/consumerswant-you-to-help-them-make-a-difference/?sh=57771add6954 Image Resources Bali Swim (2021) Recycled Women’s Swim. Retrieved from https://shop.baliswim.com/collections/womens-swimwear/recycled-eco Mint Mountain Media (2021) Pick a Palate and I Will Show You Your Mood Board, Pinterest. Retrieved from https://fi.pinterest.com/pin/pick-a-palette-and-i-will-show-you-your-moodboard--741897738615986253/...