20

Four Leaf Clovers Presentation

Embed Size (px)

DESCRIPTION

Four Leaf Clovers is an organic clothing company we did in our branding class to marketing our company.

Citation preview

Page 1: Four Leaf Clovers Presentation
Page 2: Four Leaf Clovers Presentation

Brand Review

Brand Name: Four Leaf Clover

Motto / Slogan: Simply ECO-logical

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.

Page 3: Four Leaf Clovers Presentation

Privately owned clothing store

Strives to find and offer highest quality

eco-friendly products to our customers

Committed to their social responsibility and ecological accountability

1% For the Planet

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.

Design for product reincarnation and transformation so that it benefits the

human race and the planet

Brand / Product Description

Page 4: Four Leaf Clovers Presentation

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.

Business Objectives

Page 5: Four Leaf Clovers Presentation

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.

Business Opportunity

Page 6: Four Leaf Clovers Presentation

Provides customers to participate in the “going green” action

Customers purchase from the store or online, Four Leaf Clover will

donate a percentage of each purchase to the “1% For the Planet”

Our mission is to help the environment and protect the trees

Committed to using all organic materials for our clothing and to

make a new lifestyle awareness for sustainable clothing

Brand Positioning

Page 7: Four Leaf Clovers Presentation

Brand Mantra

Page 8: Four Leaf Clovers Presentation

1. Saving our environment with our charity.

2. Using reusable canvas tote bags for the packaging.

3. Clothing is designed to be recyclable and reused again.

 

Competitive Frame of Reference

Page 9: Four Leaf Clovers Presentation

Customer-Based Brand Equity Pyramid

Page 10: Four Leaf Clovers Presentation

Plan to open three stores within the next 5 to 7 years

Expand our stores to San Jose, Sacramento and Los

Angeles.

We already established a great customer loyalty

within the brand

Expand our assortments with accessories, such as

eco-friendly handbags.

Future Potential & Customer Loyalty

Page 11: Four Leaf Clovers Presentation

Target customers Someone who has a passion for the environment

Wants to help lower their carbon footprint by supporting eco-friendly

clothing lines and products

Enjoy trendy clothing that does not use harmful chemicals

Like their life to be as “green” as possible

Four Leaf Clover clothing can be bought all year

round on all occasions. Holidays, Seasons and

Special Events will stimulate the majority of 4LC’s

purchases.

Page 12: Four Leaf Clovers Presentation

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)

Demographics

Page 13: Four Leaf Clovers Presentation

Majority of our customers will be in:

The San Francisco Bay Area

California

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

Size

Page 14: Four Leaf Clovers Presentation

Competition

Launched in 2005

Launched by Bono and his wife Ali Hewson along with

designer Rogan Gregory in Ireland

A for-profit business founded on the premise of trade, not

aid as a means of building sustainable communities

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.

Page 15: Four Leaf Clovers Presentation

Competition Spring of 2008

Ben Harper, David Arquette and David

Bedwell

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.

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.

Page 16: Four Leaf Clovers Presentation

Competition

Launched in New York City in 2004

Rogan Gregory and Scott Mackinlay Hahn

A casual brand dedicated to creating

demand for certified organic cotton using

socially and environmentally responsible

methods of production

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.

Page 17: Four Leaf Clovers Presentation

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

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.

Customers assign a personal value to a product or service

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.

Pricing Strategy

Page 18: Four Leaf Clovers Presentation

Advertising & Media Strategy

Magazine, outdoor, web, newspaper

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.

Communication & Promotional Programs

Alternative Media, Viral Marketing & Marketing at Touch Points online website social networks such as Facebook and Twitter

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.

Page 19: Four Leaf Clovers Presentation

Sponsorship, Public Relations & Endorsement Programs

Host an annual 2-day eco-friendly fashion show on April 21st and 22nd, for it is

Earth Day

Collaborations with local and national designers and boutiques including

Linda Loudermilk, Del Forte Denim, Propr, and Loomstate

Will also have student designers taking part and exhibiting their own eco-

fashion designs.

Day one: 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” and “Wildlife Conservation Society”

Day two: the show will be at the Golden Gate Park where the Green Apple

Festival is held annually

Page 20: Four Leaf Clovers Presentation

Leveraged Secondary Associations

Active member of Organic Exchange

where we “support to create and

implement projects around the world

that improve the environment and

farmers’ livelihoods.”

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.