https://vimeo.com/218308221
(Music by Ketza - Waxing Waning)
Sunday 7 October 2018
Denim plus - Why are Zara so successful even though they're a fast fashion business?
Why are Zara so successful?
Zara are such a successful fast fashion business, and this is due to their strategy. They have a vertically integrated business model.
What is a vertically integrated business model?
"A vertically integrated business model means that you consolidate multiple steps in the typical distribution process. Instead of operating solely as a manufacturer, distributor or retailer, a vertically integrated company performs tasks commonly carried out by suppliers or trade buyers. Vertical integration has several pros and cons relative to specializing in one business function."[1]
What is a benefit?
"Vertical integration has a few core benefits. One is control. The more activities you carry out in the manufacturing and distribution process, the more control you have over the entire flow of goods until they reach the end customer. You may also benefit from lower costs. If you make goods, you only pay for the costs of manufacturing. When a wholesaler or retailer acquires goods from a manufacturer, a markup is added to the cost." [1]
What do they do?
Having a limited supply has its drawback and advantages, as a customer can feel good because it'll be unique, but if you see a product online and go into store to find it, the chances of it being there isn't very likely. Therefore, if a customer sees a garment in there, they'll buy it almost immediately because the chances of it being there over the next few days is unlikely. That's how they stand out from their major competitors as they encourage customers to buy clothes simply in that way. It's really effective as it doesn't mean that customers put the item of clothing back down, they simply buy it. This also benefits them as a company as they manage to save on it's warehousing and inventory costs.
Zara using 'just in time' as their production technique which is very handy as 85% of their products are kept at manufacturers, which allows them to be flexible in the amount and variety made.
However, for us, Daintree denim, we're a brand that are fast with our fashion choices and which trends we want to be inspired by. We are a brand that is very similar to Zara and their strategy. We have a member staff that analyses trends and listens to your feedback, and we all discuss what trends we think our customers would want. Limited stock is our main aspect as we will make the product once somebody has ordered and paid for their item. Every product is unique so this allows our customers to feel individual and good about themselves. It can take up to 7-10 days to make depending on the workload, and the jeans will be sent out the next day after they've been made, as the items have to be checked. We are a UK business so our channels and manufacturers are in the UK, in our studio, meaning that we don't have to wait for our product to reach us before sending them out to customers, we simply MAKE them. However, some of our added textiles come from other countries, but we try to make sure that they are organic and are eco friendly.
[1] http://smallbusiness.chron.com/vertically-integrated-business-model-68292.html - by Neil Kokemuller
Background research:
https://www.tradegecko.com/blog/zara-supply-chain-its-secret-to-retail-success - by Clara Lu on 4th December 2014
http://kwhs.wharton.upenn.edu/2016/02/zaras-fast-fashion-business-model/
Zara are such a successful fast fashion business, and this is due to their strategy. They have a vertically integrated business model.
What is a vertically integrated business model?
"A vertically integrated business model means that you consolidate multiple steps in the typical distribution process. Instead of operating solely as a manufacturer, distributor or retailer, a vertically integrated company performs tasks commonly carried out by suppliers or trade buyers. Vertical integration has several pros and cons relative to specializing in one business function."[1]
What is a benefit?
"Vertical integration has a few core benefits. One is control. The more activities you carry out in the manufacturing and distribution process, the more control you have over the entire flow of goods until they reach the end customer. You may also benefit from lower costs. If you make goods, you only pay for the costs of manufacturing. When a wholesaler or retailer acquires goods from a manufacturer, a markup is added to the cost." [1]
What do they do?
- Short production time - They react so quickly to trends that they can have the product out on the shelves within a number of days, inviting customers in.
- Tune into the personal taste of it's customers before they ask for it - 200 designers in Spain look at the decisions made by consumers in their stores.
- More styles - they always have a number of different garments with so many different styles, and are always quick enough to pick out the trends fast and have it out on the shop floor within a number of days.
- Lower quantities - only a certain number of items will be for sale, therefore the customer will feel like they're wearing a unique garment.
- Just in time production - make sure that 85% of their products are kept at the manufacturers.
- Sold distribution network - delivers goods to the UK within 24hours.
- Don't advertise, they simply rely on word of mouth.
Having a limited supply has its drawback and advantages, as a customer can feel good because it'll be unique, but if you see a product online and go into store to find it, the chances of it being there isn't very likely. Therefore, if a customer sees a garment in there, they'll buy it almost immediately because the chances of it being there over the next few days is unlikely. That's how they stand out from their major competitors as they encourage customers to buy clothes simply in that way. It's really effective as it doesn't mean that customers put the item of clothing back down, they simply buy it. This also benefits them as a company as they manage to save on it's warehousing and inventory costs.
Zara using 'just in time' as their production technique which is very handy as 85% of their products are kept at manufacturers, which allows them to be flexible in the amount and variety made.
However, for us, Daintree denim, we're a brand that are fast with our fashion choices and which trends we want to be inspired by. We are a brand that is very similar to Zara and their strategy. We have a member staff that analyses trends and listens to your feedback, and we all discuss what trends we think our customers would want. Limited stock is our main aspect as we will make the product once somebody has ordered and paid for their item. Every product is unique so this allows our customers to feel individual and good about themselves. It can take up to 7-10 days to make depending on the workload, and the jeans will be sent out the next day after they've been made, as the items have to be checked. We are a UK business so our channels and manufacturers are in the UK, in our studio, meaning that we don't have to wait for our product to reach us before sending them out to customers, we simply MAKE them. However, some of our added textiles come from other countries, but we try to make sure that they are organic and are eco friendly.
[1] http://smallbusiness.chron.com/vertically-integrated-business-model-68292.html - by Neil Kokemuller
Background research:
https://www.tradegecko.com/blog/zara-supply-chain-its-secret-to-retail-success - by Clara Lu on 4th December 2014
http://kwhs.wharton.upenn.edu/2016/02/zaras-fast-fashion-business-model/
Denim plus - Fast fashion for landfill
Fast fashion is the newest thing. Over a decade ago, fashion wasn't like this, fashion wasn't fast like this. Everybody would be wearing the same clothes, as those clothes would be in the shops for weeks, wheras now, they'd be in there for about a week, then new stock comes in and new garments are out there. The design and manufacturing process literally takes a week, from it being a design, to being at the manufacturers in China, to being out in the shop.
What are the positives and negatives of fast fashion?
Positives:
- Allows people to be individual as they so much choice between what clothes they should be.
- More affordable versions of the latest trends that are out there.
- Them being more affordable means that they'll be more accessable
- More choice on where to buy a particular item of clothing from as they'll be in most shops as well as being online.
Negatives:
- Massive increase in textile waste.
- Some of the garments can't be recycled meaning that they'll go to landfill.
- More rivers being dyed blue due to more denim being made.
- Items of clothing are made in low income countries, so they have to travel to get to the shops which means more pollution.
- Items of clothing aren't being worn enough but they get thrown away/recycled.
- If the garment is made from polyester, it will take 200 years for it to breakdown even in landfill.
There are so many drawbacks with fashion being so fast, but the main thing is that landfills are worse than ever before. More landfill sites are being taken up with our clothes that can't even be used or recycled elsewhere. Last year, H&M sold $24.5 billion worth of clothes in that year, but also took back 12,000 tons of clothes. [1] That's a fair bit of clothes! The U.S Environmental Protection Agency says, "In the U.S, American's dispose of about 12.8 million tons textiles annually, which amounts to about £80 for each man, woman, and child."[1] That's so much waste that gets taken to landfill, soon we won't have any place for it to go, especially if that number will start to increase. Not all of the textiles that are used to create these garments aren't recyclable, like polyester. If dupes or other organic materials were used, this wouldn't be a massive bother or a problem in today's world.
Nowadays, everyone buys clothes monthly, and sometimes that item of clothing doesn't even get worn/worn that much before it gets thrown away. According to Juliet B. Shor, "In 1991, the average American bought 34 items of clothing each year." [2] Only 34 items a year? I know for a fact I buy way more than that and i'm a student. She also said, "By 2007, they were buying 67 items every year." That's pretty much double what it was in 1991. It's showing how fast our fashion is nowadays. I'd be scared to look at the current figures as I know that would've increased implying more environmental factors that need to be taken into consideration.
We need to be careful with what clothes we buy and where we buy our clothes from, because fast fashion isn't the main problem, it's us consumers that are the actual problem. We don't all look at a garment and think, 'I can definitely wear this over 30 times', we tend to pick up something and think to ourselves 'do I like this?' or 'will I wear this?' rather than, 'how many times will I wear this? If it's more than 30 I shall buy it'. So our consumer habits need to change in order for fast fashion to become something that is beneficial to us all. We need to think about the environmental impacts and what it will be doing to landfill before actually buying all of these garments. However though, having a wider choice of clothes, is something that is definitely better for us all, it allows us to be more individual, but not thinking about how many times you'll wear the item of clothing is the thing that is the problem. I don't think fashion would be as big if it wasn't fast, and items weren't sold as cheap, I think there would be a massive drop in the market and fashion wouldn't be a large industry like it currently is. Fast fashion is beneficial and I think it can be very good for us all if we think about our planet and our consumer habits before buying clothes. There would be a drop in sales for the businesses, but that would mean that they wouldn't have to stock as much clothes, but would mainly focus on the textiles used and whether people would actually buy it.
For us, Daintree denim, fast fashion is very important to us, as we want to be a brand that sells denim pieces that are on trend, but we want to do it in an environmentally friendly way, by upcycling old jeans. We want to give jeans a new life! With patchwork jeans, we would take in all the unwanted jeans that would be put in landfill, but instead we'd cut them up and use most of the denim there to create patchwork, upycled levi's jeans. In that case, it stops jeans from going to landfill (as they're really hard to depose of due to the rivets and buttons) and have jeans that can be upcycled in order to fit in with the current trends that are out there. Jeans won't be made until someone has purchased the trend we are offering for the jeans, so they'll be made and then be shipped straight after someone has clicked 'buy now' and paid for the item. Therefore, that means we won't be making anything until customers have made a payment, which suggests that we won't have any wasted jeans.
[1] https://daily.jstor.org/fast-fashion-fills-our-landfills/ - by Flickr user Joel Kramer, September 27th 2016.
[2] http://www.julietschor.org/the-book/synopsis/ - by Juliet B. Schor - Plenitude: The New Economics of True Wealth
Background research:
-http://www.abc.net.au/news/2017-03-28/the-price-of-fast-fashion-rivers-turn-blue-tonnes-in-landfill/8389156 - 28th March 2017, by ABC news.
Denim plus - Shop presentation mockups
Sign outside the front of the store:
- Name of store
- Symbol in corner so people can associate the fan plant with the brand name.
- Look book photos placed around
- Rustic atmosphere
- Wooden floors, white brick walls...etc
Denim plus - Social media mock up
Daintree denim instagram on an iMac set up...
Instagram on an iPhone...
Denim plus - Primary research - brand inspirations
Anna Lizzio shop:
Tags -
- Simplistic
- White background
- Website at bottom
- Not too much information
Back patch -
- Simplistic
- Embossed
- Leather
- Effect on leather
- Sewn on
Denim plus - Brand symbol
Fan palm that is in the Daintree rainforest in Australia.
{A symbol that represents the brand.} Originally I wanted it to be part of the logo, but I felt like it didn't do much to it. So i've decided to use it in some way as I feel like it does help promote what the brand is about.
Where will it be used?
Website - when putting your mouse over the a picture on the home page, this symbol will show up.
Social media - will be a picture a symbol at the bottom of each photo as a watermark to show that it's Daintree's photos.
Business cards - a symbol placed on there to replace a bullet point, or a full stop.
Back patch/tag - placed on the back of the back patch and on the front of the tag...etc.
Adverts - initial symbol you see before the video begins.
{A symbol that represents the brand.} Originally I wanted it to be part of the logo, but I felt like it didn't do much to it. So i've decided to use it in some way as I feel like it does help promote what the brand is about.
(It won't be on a black background normally, but I thought it helped show the symbol clearly.)
Where will it be used?
Website - when putting your mouse over the a picture on the home page, this symbol will show up.
Social media - will be a picture a symbol at the bottom of each photo as a watermark to show that it's Daintree's photos.
Business cards - a symbol placed on there to replace a bullet point, or a full stop.
Back patch/tag - placed on the back of the back patch and on the front of the tag...etc.
Adverts - initial symbol you see before the video begins.
Denim plus - Back patch experimentation
Pinatex leather - environmentally friendly - http://www.ananas-anam.com/pinatex/
Example of how the bath patch would look and where it would go. It wouldn't be a massive back patch as Levis would be the main back patch and my brand isn't about replacing them, it's about upcycling their vintage pieces.
e.g
Denim plus - Logo 2 - social media
Social media logo:
1)
------------------------> 
This logo looks dainty, but I don't think it's ideal for a social media icon.
2)
------------------------> 
This one looks easier to read as a social media icon, especially for Instagram.
1)
------------------------> 
This logo looks dainty, but I don't think it's ideal for a social media icon.
2)
------------------------> 
This one looks easier to read as a social media icon, especially for Instagram.
Denim plus - Primary logo research
I couldn't decide on which logo to choose, so I created a few and then did some primary research by asking for some feedback from my target audience. The survey only had one question but that was ideal as it meant a lot of people went out of their way to quickly answer and give feedback.
From this, I can see that Logo 4 and Logo 7 are popular, so I shall interlink them. I shall make the font the same as Logo 4 but try it in a lower case to show it's 'daintiness' as that font is dainty. The style of Logo 7 is ideal and professional and it was a favourite so I shall stick with that, but just change the font.
Denim plus - Logo designs
My drawing of a daintree plant:
My initial logo designs:
I like these last 3 designs, but the 'denim' is too small and I feel that it isn't simplistic but professional enough. I shall experiment further.
Denim plus - Alternative to leather
Piñatex™ leather
Ananas Anam is a company that develops new materials which have been created using processes that enhance the well being of our earth and it's people. Their inspiration is the 'Cradle to Cradle' approach which is something that supports ecological, intelligent and innovative design policies within today's economic environment.
They've developed a new sustainable non woven textile which is called Piñatex™, which is made from pineapple leaves fibres. Piñatex™ has finally evolved from seven years of research and development to create a natural textile from waste plant fibres. The research and development behind it has been long winded as it's original development was carried out in the Philippines and it finished up in the UK and Spain.
They're a very eco friendly and organic material as no extra land, water or fertilisers or pesticides are used to produce them. It's a textile that now provides new additional income for farmers whilst also creating a new industry for Pineapple growing countries, which is an advantage for everybody.
http://www.ananas-anam.com
Ananas Anam is a company that develops new materials which have been created using processes that enhance the well being of our earth and it's people. Their inspiration is the 'Cradle to Cradle' approach which is something that supports ecological, intelligent and innovative design policies within today's economic environment.
They've developed a new sustainable non woven textile which is called Piñatex™, which is made from pineapple leaves fibres. Piñatex™ has finally evolved from seven years of research and development to create a natural textile from waste plant fibres. The research and development behind it has been long winded as it's original development was carried out in the Philippines and it finished up in the UK and Spain.
They're a very eco friendly and organic material as no extra land, water or fertilisers or pesticides are used to produce them. It's a textile that now provides new additional income for farmers whilst also creating a new industry for Pineapple growing countries, which is an advantage for everybody.
http://www.ananas-anam.com
Denim plus - Event plan
Daintree denim is an eco-friendly brand, with it having its own pop up stores that travel to certain festivals, portraying the idea that the brand is in love with the environment around it. The whole point in the pop up store is to make its potential customers aware of how harmful denim is, but to also display and show the public the products we sell, and what the current trends we've analysed actually are. Customers won't be able to purchase anything at the stores themselves, but they can order the upcycles there at the store or scan the QR code and take it with them to order at a late date.
The festivals Daintree denim will be at are: - Wildlife Festival in Brighton, 9th-10th June - Glastonbury Festival in Somerset, 21st June-25th June - Latitude Festival in Suffolk, 13th-16th July - The Green Gathering Festival in Chepstow, 3rd-4th August - Wilderness Festival in Oxfordshire, 5th-6th August
The choice behind these festivals were due to most of my target customers being at these festivals. Some of them like, The Green Gathering and Wilderness festivals are very green and eco-friendly, fitting in with my brand very well and enticing my exact target audience. The idea of up cycling garments is something that would fit in with these festivals as people tend to dress quite 'hip', and upcycling fits in with that type of dress code. In addition, having a variety of festivals for the brand to attend allows more customers to be aware of it, and even though many audiences may not buy anything, they will still be made aware of the harmful effects that denim production is having on our environment.
The pop up store will be open from 10am-9pm every festival day, which is normally around 3 days long. Normally music at festivals is throughout the afternoon all the way through until the evening, but not everybody will want to see the same acts, so having it open for 11 hours a day will entice all audiences to have a look inside. The costing of the store is quite pricey for some of the festivals, for Glastonbury it will cost around £1500-£2000 for the whole weekend, which is expensive but if it's making customers aware and encouraging online sales, then it's definitely worth it. Whereas, The Green Gathering costs around £500 for the whole weekend, which isn't that bad.
The idea Daintree's store being in a tepee is relevant and sticks to the festival vibe, however, it is slightly different to something people would normally stay in at a festival. Instead of it being a tent, it's allowing the shop to stand out by being different and make people wonder why it's there and why a tee pee is at the festival rather than ordinary tents. The look of the inside of the store has a grunge but also rustic feel to it and is also very minimalistic. All of the furniture inside the store is made of wood and its surroundings is covered in plants, giving the brands aesthetic of being eco-friendly. The design will include laminated flooring, so it will be easy to manoeuvre, and there will be a variety of rugs to give the place a more homely feel, even when at a festival.
DJ Kue has kindly offered to play his set at our pop up store at every festival, for free of charge, which benefits both of us, as his music can get recognised and we'll have a DJ that fits in with our brand. It'll make our store more interactive and fun compared to other stalls that will be nearby at the festivals. He'll be playing from 10am-1pm, 3-5pm, and 7-9pm every festival day, showing off his skills and giving us a taste of his music. Having a DJ like DJ Kue will show our brand aesthetic and will entice the audience in as they can listen to more music and dance on our very own dance floor. His set will not use electricity from the mains, but will use solar power which will be on the back of the tepee behind the DJ set. Can we get any eco-friendlier? However, we're hoping we have lots of sun over the summer for this to run smoothly!
We'll also have our brand ambassadors joining us at the stores, with them receiving wristbands which will allow them to see some acts but mainly be joining us for most of the weekends. Each brand ambassador will be going to at least two of the festivals for free, with Nikita going to Wildlife and Latitude; Tasha going to Wildlife, The Green Gathering and Wilderness; Megan attending Wildlife, Glastonbury and Latitude; and Jess attending Wildlife, Glastonbury and Wilderness. All of these festivals fit in with their image. Tasha, Megan and Jess all have their own YouTube channels as well as blog pages, so them making this brand public is a great way as they can broadcast it to their many subscribers and viewers. They'd need to make it clear that the hashtag campaign is the main focus for this brand at the moment, as that's what will get Daintree Denim noticed by others. So in order to do this, we'll send out a package to them after they've accepted to work with us, which will include, a pair of the jeans, look book, tote bag and festival tickets. We've suggested that they'd do a YouTube video of them opening up the package we sent them and on the day posting frequently about the store, by doing Instagram Lives and tweeting. On the days of the festivals, they'll style and wear the jeans and will also making our store public to their viewers on social media. Before the event, we will hold a meeting which will give them in detail everything they need to know about our brand, in order to promote to our audience and make our audience aware. They'll be working for us over the weekend. Having brand ambassadors from YouTube will help us out a lot, as YouTube is such a big place online now.
A couple of staff that we will hire will be given a pair of jeans to wear and style, and will be multi skilled on these days. We're a brand that uses less packaging but more technology in order to go about our daily lives, so we'll get our staff and brand ambassadors to go around with an iPad, chatting to customers to find out about their habits and making them aware of our brand and its hashtag campaign. We'll also show them how it works when you scan a QR code and make them aware that the first 30 customers that order on that day will get 10% off their order. The members of staff could potentially work for us in the future, whether that's in the factories or as a high up team member. Every festival day, we will have 2 lectures, held by the CEO to make people aware of the hashtag campaign. This will be in time slots that DJ Kue won't be playing, so from 1:30pm-2:00pm, and from 5:30pm-6:00pm. They'll be fun and engaging!
Cocktails will be sold at the event, with lots of different flavours which will relate to an eco-friendly brand, with samples being handed out on arrival to our customers, and then that will give them the choice to buy a large one if needed. The cocktails that are sold will be made from our finest and freshest ingredients from WholeFoods.
Every customer will be handed our own printed tote bags which will include our very own lookbook and business cards. This tote bag will be handy for the rest of the festival. If people see a large number of people walking around with one, they'll instantly want one so will investigate to find one, encouraging and enticing more customers. Once the tote bags have run out, we will hand out paper bags with the same things inside, but it'll just be made of paper rather than cotton. Hopefully, our customers will have a satisfactory experience in our store and will encourage other festival goers to come and explore.
The festivals Daintree denim will be at are: - Wildlife Festival in Brighton, 9th-10th June - Glastonbury Festival in Somerset, 21st June-25th June - Latitude Festival in Suffolk, 13th-16th July - The Green Gathering Festival in Chepstow, 3rd-4th August - Wilderness Festival in Oxfordshire, 5th-6th August
The choice behind these festivals were due to most of my target customers being at these festivals. Some of them like, The Green Gathering and Wilderness festivals are very green and eco-friendly, fitting in with my brand very well and enticing my exact target audience. The idea of up cycling garments is something that would fit in with these festivals as people tend to dress quite 'hip', and upcycling fits in with that type of dress code. In addition, having a variety of festivals for the brand to attend allows more customers to be aware of it, and even though many audiences may not buy anything, they will still be made aware of the harmful effects that denim production is having on our environment.
The pop up store will be open from 10am-9pm every festival day, which is normally around 3 days long. Normally music at festivals is throughout the afternoon all the way through until the evening, but not everybody will want to see the same acts, so having it open for 11 hours a day will entice all audiences to have a look inside. The costing of the store is quite pricey for some of the festivals, for Glastonbury it will cost around £1500-£2000 for the whole weekend, which is expensive but if it's making customers aware and encouraging online sales, then it's definitely worth it. Whereas, The Green Gathering costs around £500 for the whole weekend, which isn't that bad.
The idea Daintree's store being in a tepee is relevant and sticks to the festival vibe, however, it is slightly different to something people would normally stay in at a festival. Instead of it being a tent, it's allowing the shop to stand out by being different and make people wonder why it's there and why a tee pee is at the festival rather than ordinary tents. The look of the inside of the store has a grunge but also rustic feel to it and is also very minimalistic. All of the furniture inside the store is made of wood and its surroundings is covered in plants, giving the brands aesthetic of being eco-friendly. The design will include laminated flooring, so it will be easy to manoeuvre, and there will be a variety of rugs to give the place a more homely feel, even when at a festival.
DJ Kue has kindly offered to play his set at our pop up store at every festival, for free of charge, which benefits both of us, as his music can get recognised and we'll have a DJ that fits in with our brand. It'll make our store more interactive and fun compared to other stalls that will be nearby at the festivals. He'll be playing from 10am-1pm, 3-5pm, and 7-9pm every festival day, showing off his skills and giving us a taste of his music. Having a DJ like DJ Kue will show our brand aesthetic and will entice the audience in as they can listen to more music and dance on our very own dance floor. His set will not use electricity from the mains, but will use solar power which will be on the back of the tepee behind the DJ set. Can we get any eco-friendlier? However, we're hoping we have lots of sun over the summer for this to run smoothly!
We'll also have our brand ambassadors joining us at the stores, with them receiving wristbands which will allow them to see some acts but mainly be joining us for most of the weekends. Each brand ambassador will be going to at least two of the festivals for free, with Nikita going to Wildlife and Latitude; Tasha going to Wildlife, The Green Gathering and Wilderness; Megan attending Wildlife, Glastonbury and Latitude; and Jess attending Wildlife, Glastonbury and Wilderness. All of these festivals fit in with their image. Tasha, Megan and Jess all have their own YouTube channels as well as blog pages, so them making this brand public is a great way as they can broadcast it to their many subscribers and viewers. They'd need to make it clear that the hashtag campaign is the main focus for this brand at the moment, as that's what will get Daintree Denim noticed by others. So in order to do this, we'll send out a package to them after they've accepted to work with us, which will include, a pair of the jeans, look book, tote bag and festival tickets. We've suggested that they'd do a YouTube video of them opening up the package we sent them and on the day posting frequently about the store, by doing Instagram Lives and tweeting. On the days of the festivals, they'll style and wear the jeans and will also making our store public to their viewers on social media. Before the event, we will hold a meeting which will give them in detail everything they need to know about our brand, in order to promote to our audience and make our audience aware. They'll be working for us over the weekend. Having brand ambassadors from YouTube will help us out a lot, as YouTube is such a big place online now.
A couple of staff that we will hire will be given a pair of jeans to wear and style, and will be multi skilled on these days. We're a brand that uses less packaging but more technology in order to go about our daily lives, so we'll get our staff and brand ambassadors to go around with an iPad, chatting to customers to find out about their habits and making them aware of our brand and its hashtag campaign. We'll also show them how it works when you scan a QR code and make them aware that the first 30 customers that order on that day will get 10% off their order. The members of staff could potentially work for us in the future, whether that's in the factories or as a high up team member. Every festival day, we will have 2 lectures, held by the CEO to make people aware of the hashtag campaign. This will be in time slots that DJ Kue won't be playing, so from 1:30pm-2:00pm, and from 5:30pm-6:00pm. They'll be fun and engaging!
Cocktails will be sold at the event, with lots of different flavours which will relate to an eco-friendly brand, with samples being handed out on arrival to our customers, and then that will give them the choice to buy a large one if needed. The cocktails that are sold will be made from our finest and freshest ingredients from WholeFoods.
Every customer will be handed our own printed tote bags which will include our very own lookbook and business cards. This tote bag will be handy for the rest of the festival. If people see a large number of people walking around with one, they'll instantly want one so will investigate to find one, encouraging and enticing more customers. Once the tote bags have run out, we will hand out paper bags with the same things inside, but it'll just be made of paper rather than cotton. Hopefully, our customers will have a satisfactory experience in our store and will encourage other festival goers to come and explore.
Denim plus - Trends - LSN GLOBAL
Macro trends:
https://www.lsnglobal.com/macro-trends/article/1670/beyond-retail
https://www.lsnglobal.com/macro-trends/article/20227/the-dislocated-world
Branding and packaging used: Environmentally friendly?
https://www.lsnglobal.com/macro-trends/article/2250/branding-packaging-futures
https://www.lsnglobal.com/macro-trends/article/1670/beyond-retail
https://www.lsnglobal.com/macro-trends/article/20227/the-dislocated-world
Branding and packaging used: Environmentally friendly?
https://www.lsnglobal.com/macro-trends/article/2250/branding-packaging-futures
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