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charlottecarterbcu · 4 years ago

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Meeting Minutes Action Items Research

Competitors Continued

PROCLAIM.

Vision and Purpose – ‘Proclaim is an inclusive nude lingerie line made in Los Angeles from earth-conscious fabrics. We are founded on the principles that fashion should represent all women and can be made in a way that does good for people and the planet. Proclaim is expanding the definition of nude, one ethically made bra at a time’ (Proclaim, 2021).

Brand Identity – Proclaim focus all of their collections around a nude palette. throughout their website they also use simplistic to the point capital typography that is clear to read. They also pride themselves on being an ethical and sustainable brand.

Customer – Proclaims customer profile is all women, of all sizes, especially those who are conscious of the impact of fashion on the environment.

Price – Proclaim is a very affordable brand with the products in the picture above ranging between $30 and $60. This goes against the idea that all sustainable fashion has to be expensive and not affordable, which is the excuse used by many as to why they do not buy sustainably along with accessibility to it. Proclaim are not wholesale, this will have a big impact on why they are able to retail their products at such a low price. They also pay their workers by the hour and not by the piece which emphasises the responsibility of the brand. This is something that we would like to do for our brand looking forward as we would like to be a responsible and possible.

Product – Proclaim have a limited basic range of products with one style of bralette and two styles of briefs. These are all available in four shades of nude and their sizing is from S to 3XL. All of their products are made from earth conscious materials and they are a continuity brand, not seasonal.

Place – Proclaim is an online brand that carries out all of its work from Los Angeles where they have their headquarters as well as their factory.

Promotion – Proclaim offer free shipping with orders over $100 as well as free returns. The brand has had a lot of press promotion and has been included in the likes of ELLE, GLAMOUR and POPSUGAR.

Packaging – All of Proclaims orders are packaged with love, all of their mail bags are made in the USA and are 100% recycled, recyclable and reusable. Instead of using plastic label fasteners, Proclaim use label fasteners made from natural hemp fibres.

Proclaim think about every little detail and the difference they can make in just making that small change to benefit the environment. This is definitely how we want to be as a brand. By being sustainable and responsible, we will be looking into more natural alternatives for each stage of the brand and product development.

SAVAGE X FENTY

Vision and Purpose - ‘Savage X Fenty celebrates fearlessness, confidence and inclusivity. In partnership with a team assembled from the industry’s elite, the label has disrupted and redefined the marketplace with its accessible price point and extensive assortment of lingerie’ (Savage x Fenty, n.d.).

Brand Identity – Rihanna is the main identity for the brand and with her mass following she is able to help to promote the brand far and wide. The logo and colours used are also recognisable and help with the brand identity. One of Savage x Fenty’s major selling points is their clear vision for inclusivity which is made clear across the website and all advertisements.

Customer – Savage x Fenty is for both men and women but does have a higher focus on womenswear. All of the products offered are available in XS to XL, with sizes from XS to 4XL available in the curvy range. I find this disappointing as the brand focuses all of their attention on their inclusivity, however not all of the products available are inclusive in size.

Price – Savage X Fenty is affordable with some of its range, like the bralette pictured above that is on the website for only £30. However, a lot of the lower prices advertised are subject to you paying for a premium membership to get those lower prices.

Product – Savage x Fenty sell both lingerie and sleepwear.

Place – Savage x Fenty is an online brand and they also do pop-up shops for new and limited-edition collections. This is the sort of thing that we have started to think about for our brand with having the main shell of the brand online with the occasional pop-up shop for a physical shopping experience.

Promotion – Savage x Fenty do a lot of promoting both on Instagram and TikTok with available links to the different products seen in the posts. They have also had a lot of press coverage in Vogue, Elle and PopSugar etc. linking back to the different prices for the brand, Savage x Fenty do VIP offers where you can receive 25% off everything on the website with some additional offers taking the discount up to 60%. However, to receive these VIP offers you have to sign up to a monthly subscription of £49.95 a month. Personally, I do not see the benefit of this scheme unless you are buying a lot of underwear every month. There would be a lot of people not wanting to sign up to this which would end up with them having to pay the higher full price for the product that they would have originally seen advertised with the discounted price. Savage x Fenty also support by now pay later options as well as free returns and free delivery on orders over £49.

Packaging - Savage x Fenty use luxury boxes for their packaging, this helps to promote the brand and to show that it is luxury, this will be a costly part of production and not usually paired with a free delivery service, therefore the brand is showing that there has been no expense spared from any aspect of the brand or the order being delivered to the customer.

After looking into Savage X Fenty I do not think that this is a brand that we can base our brand off of as there are just too many differences and not enough similarities in terms of the brands vision and responsibly. We will definitely look into making a website and what goes into a pop-up shop, like this brand. This brand also had the most inclusive sizing out of the ones that I have researched so far, which is inspiring, however I would want our brand to show its inclusivity across every product and not just a selected collection.

Baserange

Vision and Purpose – ‘Founded in 2012, Baserange is a line of modern basics with an emphasis on clean lines and easy silhouettes. The company works closely with innovative vendors to develop high quality textiles from both natural fibres and recycled content. Baserange believes that a commitment to clean production will minimize environmental impact and benefit both the producer and the user’ (Baserange, 2021).

Brand Identity – Baserange have a unique logo and use the same typography throughout their website. They do a range of different styles and colours which makes it difficult to pinpoint their individual identity and what makes them recognisable.

Customer – Baserange customers will be those who are conscientious and sized between XS and L. Unfortunately, Baserange are not a size inclusive brand despite being conscious of their commitment to the environment. This shows that different brands have one focus point, whereas we want our brand to have multiple focus points looking into the customer and the environment equally.

Price – The pricing of Baserange is very mixed and goes from affordable to mid to high end depending on the product and what material it is made from. For example, pictured is a pair of €35 pants and €60 bralette which are both affordable. However, because the sweater is made from 100% Merino wool it is priced at €380 which is in a completely different price range to the underwear.

Product – Baserange do a range of different products for women including underwear, bodysuits, tees, tops, bottoms, dresses, pants, jumpsuits, socks, knitwear, and accessories. The brand is seasonal with its colour palette with rust and maple green being used for the autumn/winter season.

Place – Baserange are an online brand based in France with an online shop and have stock in a number of French stores.

Promotion – On the main website there is no clear indication of where or how the brand promotes their brand through marketing. In terms of offering promotions, they do free shipping on orders over €150, with free returns. They also have a sale of up to 40% off for previous collections.

Packaging – The packaging used by Baserange is not clear on their website, however, it does state that they are part of DHL’s Go Green Co2 Compensation Program, which is a climate neutral service that contributes to combatting climate change.

In Baserange’s vision and purpose they talk about being committed to clean production and minimising the impact of fashion on the environment. This is definitely something that I want to take forward to our brand, along with the inclusivity and pop-up shop ideas of Savage X Fenty, the sustainability and responsibility of Proclaim, and the overall availability and promotion level of ASOS in the future.

Fig.13 Forever Savage Bralette, Savage x Fenty (n.d.) Bralettes.

Fig.14 Maya Nude, Proclaim. (n.d.) Everyday Bralette.

Fig.15 Kai Sweater and Bell Pants, Baserange (n.d.) Sale.

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