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Four Leaf Clovers is an organic clothing company we did in our branding class to marketing our company.
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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.
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
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
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
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
Brand Mantra
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
Customer-Based Brand Equity Pyramid
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
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.
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
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
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.
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.
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.
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
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.
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
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.