TABLE OF CONTENTS

1. BRAND REVIEW 3

a. Brand Identity Elements:

b. Brand & Product Description

2. BRAND OBJECTIVES 5

a. Brand Objectives

b. Business Opportunity

c. Brand Positioning

d. Customer-Based Brand Equity Pyramid

e. Future Potential & Customer Loyalty

3. CUSTOMER ANALYSIS 9

a. Target Customers

b. Demographics, Psychographics, Behavior Patterns & Size

4. INDUSTRY & COMPETITIVE ANALYSIS 1 2

a. Industry Information

b. Competition

c. Pricing Strategy

5. COMMUNICATION & PROMOTIONAL PROGRAMS 18

a. Advertising & Media Strategy

b. Sponsorship, Public Relations & Endorsement Programs

c. Alternative Media, Viral Marketing & Marketing at Touch Points

d. Leveraged Secondary Associations

6. BIBLIOGRAPHY 21

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1. Brand Review

a. Brand Identity Elements

i. Brand Name: Four Leaf Clover

ii. Symbol: A four leaf clover

iii. Motto/Slogan: Simply ECO-logical

iv. Color Scheme: The palette consists of

mostly beige, gray, black, white, green

with splashes of pastel hues.

v. Packaging: Customers who spend +$50 will receive our

sustainable bags, which are the best reusable totes;

combining organic material (no

plastic/polypropylene/nylon or any manmade

materials) and assembled using fair-trade labor

practices. Each bag contains a different message

about protecting the planet designed with beautiful

calligraphy and artwork.

vi. Sensory Aspects: When you buy clothing made

with certified organic fibers, you will experience

the incredible softness of the clothing. By carefully

selecting only the best products, we offer the finest quality in hemp clothing, bamboo

clothing, 100% organic cotton clothing and other products made of eco-friendly blended

fabrics.

b. Brand / Product Description

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Four Leaf Clover is a privately owned clothing store that constantly strives to find and offer

highest quality eco-friendly products to our customers that will meet or exceed their

expectations in comfort, fashion styles and sustainability. At 4LC, we are committed to our

social responsibility and ecological accountability. In order to do so, we have pledge to

donate one percent of each purchase to the “1% For the Planet” for preservation of forests

program. A major goal of 4LC is to increase the economic value of sustainable clothing

throughout the supply chain by enhancing market demand for such garments. We design

clothes with much consideration in textiles so that when a piece of clothing reaches the end

of its lifecycle, it can be reborn into a new and perhaps completely different product. They

essentially design for product reincarnation and transformation so that it benefits the

human race and the planet.

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2. Business Objectives

a. Business Objectives

Four Leaf Clover is a casual women’s clothing brand using all organic material. Our clothing

line basics consist of tees, pants, denim, cardigans, etc. We are concerned about ecological

trend that is very popular nowadays. Therefore, we create an organic and eco-friendly

clothing line for all customers to participate in the “Go-Green” trend.

b. Business Opportunity

Four Leaf Clover wants to do our part to help the environment. We want to

introduce our clothing but in a way that won’t damage our eco-system. We want hip

and trendy clothes but we don’t want our customers exposed to the harsh chemicals

and dyes that are in non-eco clothing lines.

c. Brand Positioning

Four Leaf Clover provides customers to participate in the “going green” action. When

customers purchase from the store or online 4LC will donate a percentage of each purchase

to the “1% For the Planet”. Our mission is to help the environment and protect the trees. We

are committed to using all organic materials for our clothing and to make a new lifestyle

awareness for sustainable clothing.

i. Brand Mantra

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ii. Competitive Frame of Reference

1. Saving our environment with our charity.

We will donate 1% of each purchase to the preservation of the forests

program. In addition, we will participate in all kinds of eco-friendly events

and programs.

2. Using reusable canvas tote bags for the packaging.

All the shopping bags and packages will be using

recyclable and reusable materials, such as

canvas bags. We also provide one-time use paper

bag to help save our environment. We will avoid

using any kind of plastic bags.

3. Clothing is designed to be recyclable and reused

again.

The customer can bring their old clothes that they bought from us and

recycle it. The store will have a big box in front of the store for customers to

drop off their old clothing for recycling.

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d. Customer-Based Brand Equity Pyramid

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e. Future Potential & Customer Loyalty

Four Leaf Clover will plan to open three stores within the next 5 to 7 years based on the

fashionable and consumer’s concern about the ecological activities. We plan to expand our

stores in San Jose, Sacramento and Los Angeles. We already established a great customer

loyalty within the brand; therefore, we will expand our assortments with accessories, such

as eco-friendly handbags.

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3. Customer Analysis

a. Target customers

Four Leaf Clover’s target customer is someone who has a passion for the environment and

wants to help lower their carbon footprint by supporting eco-friendly clothing lines and

products. They enjoy trendy clothing that does not use harmful chemicals, and they like

their life to be as “green” as possible. Our customer wants to be provided with sustainable

clothing that can fit into their everyday lifestyle at affordable prices.

b. Demographics, Psychographics, Behavior Patterns & Size

We based our data from San Francisco, CA, where our store will be located.

The U.S. Census Bureau 2008

tells us the following about San

Francisco, CA County:

Total population is

757,604.

The breakdown

between sexes is

385,376 male (50.9%) and 372,228 female (49.1%).

Median age is 39.5.

Predominant racial groups are White (55.5%), Asian (32.5%), Hispanic (14%),

Black or African-American (7%), and American Indian and Alaska Native (0.4%).

Population is highly educated: 84.6% are a high school graduate or higher and

49.8% have a Bachelor’s degree or higher.

The average household (non-family) income is $53,966; the average family

income is $81,136.

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Male

Female

48.0% 48.5% 49.0% 49.5% 50.0% 50.5% 51.0%

Gender

i. Demographics

Age: 25-55

Sex: Female

Income Level: $50,000+

Ethnicity: All Races

Education: High school and up

Generation: Both Gen Y (people born after 1979) and Gen X (people born 1965-

1979)

ii. Psychographics

The majority of Four Leaf Clover’s target market is eco-conscious people who

prefer a better environment. They enjoy being outdoors and taking part in activities

such as camping and hiking. They like to garden and contribute to their community

by donating to charities and fundraisers. They often exercise, walk, and eat natural

or organic foods. Some popular activities they like to do are jogging, biking, and

joining in environmental issues.

iii. Behavioral Patterns

USAGE RATE: Moderate to Heavy usage.

USER STATUS: First-time buyers

BRAND LOYALTY: Average. Being in San Francisco, there are a lot of boutiques and

stores that offer sustainable clothing and products.

BENEFITS SOUGHT: Good quality material that will last a long time. The customer

does not have to worry about wearing harmful chemicals or dyes in their

clothing. They also get a boost in their conscience and social responsibility by

buying our products, because we after a percentage to forests program.

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OCCASIONS: Four Leaf Clover’s clothing can be bought all year round on all

occasions. Holidays (Christmas, New Years), Seasons (Spring, Summer), and

Special Events (Environmental Causes, Earth Day) will stimulate the majority of

4LC’s purchases.

iv. Size

The majority of our customers will be in the San Francisco Bay Area,

California, and the bulk of the west coast (California, Washington, Oregon, Arizona,

and Nevada). We will also cater to customers throughout the United States and

overseas through our online website: www.4LeafClover.com.

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4. Industry & Competition Analysis

a. Industry Information

i. Size of Market

Global consumption levels and patterns are driven at the most fundamental level by:

Rapid global population growth – Population of 9 billion expected by

2050.

The rise in global affluence and associated consumption – Global middle

class expected to triple by 2030; low-income consumers represent a

market of U.S. $5 trillion.

A culture of “consumerism” among higher income groups, who account

for the greatest per capita share of global consumption.

ii. Trends of Today/Future

a. Consumer attitudes and behaviors:

Consumers are increasingly concerned about environmental, social and

economic issues, and increasingly willing to act on those concerns.

Consumer willingness often does not translate into sustainable

consumer behavior because of a variety of factors –such as availability,

affordability, convenience, product performance, conflicting priorities,

skepticism and force of habit.

b. The challenge ahead and options for change:

To be able to lead sustainable lifestyles based on informed purchasing

decisions and changes in behavior.

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Business sees a need for further dialogue with stakeholders and between

businesses to define sustainable products and lifestyles and to formulate

actionable responses.

Leading businesses have the capacity to mainstream sustainable

consumption and stakeholders welcome the opportunity to work

alongside business moving forward.

b. Competition

i. EDUN

Launched in 2005, EDUN is a socially

conscious green clothing line launched by

Bono and his wife Ali Hewson along with

designer Rogan Gregory in Ireland. It is a for-profit business founded on the premise

of trade, not aid as a means of building sustainable communities. The company

works on a micro-level to help build the skill sets of factories where the clothes are

produced. EDUN is currently produced in India, Peru, Tunisia, Kenya, Uganda,

Lesotho, Mauritius and Madagascar. The design of the clothing is meant to be

inspired by nature with floral and plant motifs and simple, clean lines. The line

encourages business and fair trade in third world countries such as Africa in order

to alleviate poverty, abolish sweatshops and foster economic growth that weans

poorer countries off of charity. In addition, EDUN acts as a voice encouraging the

fashion community to do business in Africa and thereby help bring the continent out

of extreme poverty.

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Points of Parity: Sustainable clothing line, encourages fair labor practices,

clothing inspired by nature, both fashion forward and is socially responsible for the

well-being of the planet.

Points of Difference: Focuses to alleviate poverty, abolish sweatshops, and

foster economic growth towards third-world countries, produced outside of the U.S.

ii. Propr

In the spring of 2008, longtime friends, Grammy

Award winning artist Ben Harper, actor/director David

Arquette and former creative director of Original Penguin

David Bedwell, decided to collaborate and launch their

own clothing brand. With the first collection debuting during New York’s fashion

week in September of the same year, Propr (deliberately misspelled), is classic and

timeless with a quirky edge that is indicative of the three partners and their own

personal style. Mostly organic and made mostly in America, Propr is personal,

wearable and reaches a crossover customer from eighteen to forty. They wanted to

design things for a certain psychographic, not a demographic; a man and a woman

that has a great appreciation for a lifestyle that is attainable on all levels. They

believe that style is in the moment, how you feel in that moment, and it can change.

Propr just makes it easy. With timeless designs for both men and women, Propr has

been called “new, fresh and groundbreaking and is positioned to be a crossover

brand in an affordable luxury market.” Propr is available in better department

stores and boutiques in the U.S. and is expected to be distributed internationally in

the fall of 2009 to select retailers.

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Points of Parity: Sustainable clothing line, both fashion forward and is

socially responsible for the well-being of the planet.

Points of Difference: Produced mostly in America, designs for a certain

psychographic instead of demographic.

iii. Loomstate

Launched in New York City in 2004

by designer Rogan Gregory and Scott

Mackinlay Hahn, Loomstate was founded as

a casual brand dedicated to creating demand for certified organic cotton using

socially and environmentally responsible methods of production.

Loomstate's design approach is founded on a respect for our environment's

ability to balance, shape and color itself, from windswept dunes to sun bleached

stones, combined with an appreciation for nature's mathematically pure "Golden

Ratios", evident throughout our environment from nautilus shells to flower petals.

Loomstate Men's and Women's collections are inspired by the roots of

classic American casual style born of the positivity and activism of youth

subcultures over the past 40 years. Updated through modern fits, constructions,

uncompromised attention to detail, and rendered in the highest quality and most

comfortable 100% certified organic materials. Each piece is created to have lived-in

character and comfort, from washed and softened fabrics to tumbled and aged

hardware, achieving timeless style rooted in environmental and social

sustainability.

Beginning with the design process in its New York studio, Loomstate directly

manages all stages of manufacturing, from the fabric mills, to the cut & sew facilities

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and finally the laundries to ensure all partners are participating in responsible

manufacturing processes. Loomstate works with factories representing the "Gold

Standard" or model of excellence of responsible production methods. All Loomstate

factory partners are required to adhere to a code of conduct and Terms of

Engagement in our company manufacturing agreement. These factories must use

the highest environmental and labor standards, controlling factory pollution, and

enforcing fair labor as the cornerstone of the effort.

Loomstate is fully committed to organic farming, which is a form of

agriculture, which avoids or largely excludes the use of synthetic fertilizers and

pesticides, plant growth regulators, and livestock feed additives. Organic cultivation

requires managing and preserving the sensitive ecosystem as opposed to stripping

the land of its resources as conventional farming does. Loomstate uses 100%

certified organic cotton from various regions of the world such as Turkey, Peru,

Africa, India and the USA.

Points of Parity: Sustainable clothing line, both fashion forward and is

socially responsible for the well-being of the planet.

Points of Difference: Inspired by the roots of classic American casual style,

committed to organic farming, uses 100% certified organic cotton from various

regions of the world.

c. Pricing Strategy

Four Leaf Clover’s approach to setting prices will lean towards a value-pricing

strategy. By going with such strategy, we will allow our business to thrive without much

dependency of premium pricing. Consumers will see the value for themselves and will be

able to judge if the price is fit enough for the product. This strategy should not be a problem

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because people tend to spend more when they know that certain products benefit a kind of

charity. We believe that customers do not buy features or benefits but instead buy value,

therefore with this kind of strategy, we may not be the cheapest but we definitely offer

value. Customers are value conscious rather than price conscious; meaning that to some

extent, they will pay more for a certain value in oppose to features. It is believed that

customers assign a personal value to a product or service. Therefore, our customers will

perceive that our eco-clothing line surely cannot be everyday low value pricing, but that it

should not be premium pricing either. It makes sense to set our pricing decision at value

pricing because it is reasonable and allows consumers to connect with brand without

feeling intimidated by either too high or low of a price range.

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5. Communication & Promotional Programs

a. Advertising & Media Strategy

Four Leaf Clover will advertise through magazine

advertisements, outdoor advertisements, web advertisements,

and newspaper advertisements. Our ads will feature various

products along with our address, telephone, and web site of our

company. To attract new customers we will offer a 10%

discount of total purchase. All they have to do is bring in a

current copy of our ad or print out a copy from our website. For

online buyers, we will offer a special promotion code to enter when they check out.

b. Sponsorship, Public Relations & Endorsement Programs

Not only will we advertise our company, but we will also host an annual 2-day eco-

friendly fashion show on April 21st and 22nd, for it is Earth Day. On both days, will be a

fashion show that will have collaborations with local and national designers and boutiques

including Linda Loudermilk, Del Forte Denim, Propr, and Loomstate. They will be showing

several of their spring pieces at this much-anticipated event.  The show will also have

student designers taking part and exhibiting their own eco-fashion designs.

The first show will be a gala event at the Conservatory of Flowers, where we will

have silent auctions and gifts bags to those who attend. The proceeds will benefit several

foundations such as “1% For the Planet”1 and “Wildlife Conservation Society”2. On day two,

the show will be at the Golden Gate Park where the Green Apple Festival is held annually.

We will also have gifts bags for our VIPs and first 100 people. The show starts promptly at

12:15 PM and will run for approximately 90 minutes. The gift bags will have samples from

1 http://www.onepercentfortheplanet.org2 http://www.wcs.org/

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many of our sponsors such as Real Simple Magazine, SFGate, TheDailyGreen newsletter,

cosmetic company Bare Essentials, and Elixir and Nopa, which are two of San Francisco’s

most eco-conscious restaurants.

c. Alternative Media, Viral Marketing & Marketing at Touch Points

Four Leaf Clover does have an online website where our customers can purchase our

clothes and find more information about us. As mention above, we will also offer discounts

for online buyers. In order for them to receive the code, they have

to find it on our website.

Along with the website, 4LC will also have website set up

on social networks such as Facebook and Twitter. This will allow our customers to see

what’s going on in our store and also be the first ones to

hear about any special promotions that we will offer.

Four Leaf Clover is a sustainable retail store that will

provide an amazing experience for every customer. Our sale associates will be working with

every customer on a one-on-one basis, providing them with product knowledge and global

awareness. At the same time, our customers will feel that they understand what our

company is about and what we stand for.

d. Leveraged Secondary Associations

We work with the Earth Day Network and the Green Apple Festival, for our annual

fashion show, along with our sponsors of the show. We associate with “1% For the Planet”

because we donate a percentage of our store profit to them. Four Leaf Clover is an active

member of Organic Exchange where we “support to create and implement projects around

the world that improve the environment and farmers’ livelihoods.”3 Another association for

3 "Organic Exchange: growing the global organic cotton market." Organic Excha nge: growing the global organic cotton market. Organic Exchange. 10 June 2009 <http://www.organicexchange.org/benefits.php>.

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4LC is the Multi-Fiber Arrangement Forum (MFA - Forum) where they promote responsible

competitiveness solutions in the garment industry. All of our secondary association works

with us to provide a more global awareness to our customers.

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6. Bibliography

1% For the Planet | Home. 1% For The Planet. 10 June 2009

<http://www.onepercentfortheplanet.org>.

"5 American Eco-Friendly Bars, Clubs & Restaurants : Planet Green." Planet Green : Sustainable

Living, Energy Conservation, Earth Day. Discovery Communications, LLC. 10 June 2009

<http://planetgreen.discovery.com/food-health/eco-friendly-bars.html>.

"About Loomstate - Loomstate." Loomstate Organic - Loomstate. 4 June 2009

<http://www.loomstate.org/about>.

"Bamboo clothing, bamboo towels, organic clothing for sustainable living." Bamboo clothing,

organic clothing and hemp clothing for sustainable living. Eco Fabrik. 4 June 2009

<http://www.ecofabrik.com/about_us.html>.

Earth Day Network. Earth Day Network. 10 JUNE 2009 <http://www.earthday.net>.

"Edun - Mahalo." Mahalo.com: Human-Powered Search. 4 June 2009

<http://www.mahalo.com/edun>.

Going Green - Environmental Issues and Global Warming News - Green Living Tips. Hearst

Communications, Inc. 10 June 2009 <http://www.thedailygreen.com>.

Green Apple Festival-America. Earth Day Network. 10 June 2009

<http://www.greenapplemusicfestival.com>.

MFA Forum | Promoting responsible competitiveness solutions in the garment industry. MFA

Forum. 10 June 2009 <http://www.mfa-forum.net>.

Olney, Jennifer. "Eco-friendly clothing gaining popularity in San Francisco - 2/27/08 - San Francisco

News - abc7news.com." ABC Owned Television Stations. ABC 7 News. 11 June 2009

<http://abclocal.go.com/kgo/story?section=news/local&id=5983661>.

Organic Clothing, Graphic Tees, Eco fashion - EDUN. 4 June 2009 <http://www.edunonline.com>.

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"Organic Exchange: growing the global organic cotton market." Organic Exchange: growing the

global organic cotton market. Organic Exchange. 10 June 2009

<http://www.organicexchange.org/benefits.php>.

Propr Clothing. 4 June 2009 <http://www.proprclothing.com/company.html>.

"San Francisco County, California - Fact Sheet -." American FactFinder. US Census Bureau. 6 June

2009 <http://factfinder.census.gov>.

"Sustainable Clothing Standards." LotusOrganics.com - Purely Beautiful and Healthy Organic

Clothing. LotusOrganics.com. 4 June 2009

<http://www.lotusorganics.com/articles/SustainableClothing.aspx>.

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