This was my final project for my Fashion Branding & Promotion class in Graduate School. My group's project revolved around the idea of creating a new collection of clothing based on the idea of using synthetic leather made from recycled pineapple leaves or pinatex.
2. Mission Statement
• As a sustainablydrivencompany, we strive
to create fashionablegarmentsthat are both
in style and environmentally efficient.We
believe that having 1Less garment in a
landfillfulfillsboth our responsibilityto our
products’ integrity and our promise to our
consumers.
3. Target Customer
Millennials
85% of Millennials said it was extremely
important to have companies that work to
improve the environment (WGSN, 2019)
Median Adjusted Income: $69,000
U.S. Population (Census
Bureau)
Ages 20-24:
22,501,965 (7%)
Ages 25-34:
44,044,173 (13.7%)
Total: 66,546,138
4. Target Customer
Many Millennials make
their purchases offline, with
only 16% buying most of
their merchandise online
Majority of millennials
follow at least one brand
on one social platform
5. Sustainability
Apparel industry accounts for 10% of carbon emissions due to
supply chain
US 21B lbs of textile waste sent to landfill each year
Estimated 20% of water pollution due to textile treatment / dyes
715gal water for one t shirt
(WWF, mentioned in this article)
Organic cotton is water-expensive but uses
significantly less chemicals
Hemp is becoming great alternative, on the
rise
Consumption rates are worse than ever – purchasing 60% more
clothing and tossing 2x as often compared to 15 years ago
5 tips
Reduce energy use, streamline operations,
recycle and reuse, use eco-friendly supplies
10. Product Design: Piñatex
• Natural leather alternative
• Derived from pineapple leaf fiber, a by-product of the
pineapple harvest
• Lowenvironmentalimpact compared to existing vegan
leatherslike PU and PVC
• (Piñatex,2019)
12. • Free-standing store
• Williamsburg: Bedford Ave
• Ultimate hipster hub; one-off and sustainable boutiques scatteredthroughout the
neighborhood,plus plenty of farm-to-table and vegan options
• Soho: Greene St & Spring St
• Cobblestone streets filled with shops and restaurants; luxury design houses, mid-
market chains and specialty boutiques (Humphrey,2019)
Store Location
17. Customer Services
Customer Service Level/How Customers Will Be Treated
• Customers will be treated with the upmost respect
(despite of how they come dressed to the store)
• One sales associate will be with a customer at a time
(unless extremely necessary
• Sales Associate will offer water to the customer at one
point in the customer's experience in the store
• Sales Associate will make sure all tags and sensors
are taken off all merchandise
• Once a customer pays for merchandise, the sales
associate will say "Thank you for shopping at 1Less,
we hope to see you again."
18. Return Policy
Tags must be
attached to clothes
Unworn30-Day return policy
(for all returns)
Not smell of any fumes
(Smoke, Marijuana,
etc.)
20. #GreenOnGreene
• There is a LOT of textile waste in the US alone
• Week-long campaign where customers can bring in clothes that they
would trash, but we send to recycling plants free of charge and earn
store credit
• Leading up to physical event, showcase examples of textile waste /
landfills /etc. (And why to donate over trash the garments)
