References

Industry and Market Analysis

Business Concept

Target Customer

Competitive Analysis

Sustainability Strategy

Budget

• Gen X has embraced the online market andenjoy shopping online (Wroblewski, 2018).

• Opportunities to innovate and lead dueto the growth of sleepwear industry(BusinessWire, 2019)

• Competitors include Soma, Calvin Klein,Old Navy, Ralph Lauren, Cotton On, LilySilk, and more (Thompson, 2020).

MISSION: To provide apparel products to women aged 39-59 that just makes life easier. Our products are designed to support women who are going through menopause, but any woman can find something they love from our brand.

Retail Structure: E-commerceMarketing Strategy

Women of Gex X, ages 39-59, who are either going through menopause or who are just naturally warmer body-temperature women. The target market is also independent, self driven, and high-incomeearning. They are hard working customers looking to find products they can invest their money in and make a long term investment. They valuequality products and do not mind paying that extra cost for a great product that serves their needs, including the factor of being ethically and sustainably made. It is important for them to know where their products are coming from.

Online ads to promote products.Social media marketing - Facebook.

Encourage people to give back to the community and educate themselves on ethical and sustainable practices.

All employees at Clover + Sage will be paid a fair, livable wage. All factories

and facilities where the employees work will ensure health, safety, and overall

well-being to them.

Clover + Sage will be using recycled, biodegradable, and/or organic

fabrics and materials. We aspire to overall greatly minimize our

carbon footprint.

10% of all profits will be donated to women’s healthcare and education

in developing countries.

• Working with Retazo, a sustainable manufactureroperating from Puerto Rico (Retazo, 2020).

• Working with vendors such as AIF Private Limitedwho promote women empowerment (AIF, 2020).

• Using organic fibers such as Hemp and Organic Cottonto produce our clothing.

• Donating 10% of all profits to women's healthcare andeducation in developing countries.

• Using sustainable practices such as efficient waterusage, working with fair trade companies, andreducing chemical wastage

Sourcing Structure

PEOPLE

PLANET

PROFIT

VISION: To continue designing and manufacturing high quality, ethically made garments, while givingback to communities of women in developing countries

Clover + Sagesustainable. fair trade. for you.

Global Sleepwear and Loungewear Market 2019-2023: Innovation and Portfolio extension of Sleep and Loungewear Products to Boost Demand: Technavio. (2019, January 6). Retrieved from https://www.businesswire.com/news/home/20190106005092/en/Global-Sleepwear-Loungewear-Market-2019-2023-Innovation-Portfolio

Wroblewski, M. T. (2020, January 21). Generation X Consumer Behavior. Retrieved from https://yourbusiness.azcentral.com/generation-x-consumer-behavior-9585.htmlThompson, S. (2020, January 2). 9 Best Organic and Natural Sleepwear Brands For Your Wardrobe. Retrieved from https://www.citrussleep.com/sleep-gear/9-sustainable-sleepwear-brands-for-your-ethical-wardrobe

Retazo. (n.d.). Retrieved from https://www.commonobjective.co/retazo

AIF Pvt Ltd. (n.d.). Retrieved from https://www.commonobjective.co/aif-pvt-ltd

Som

a

• Wide productassortment

• Defined brand +loyal customers

• Big retail andonline presence

• Non versatile aesthetic• Doesn’t practicesustainability

• Synthetic fabrics thatJeopardize comfort

• Company giveback tocharities and communities

• Product expansion

• Too many retailstore locations

Cal

vin

Klie

n • Widely knownbrand

• High quality

• Not sustainable• No specific nichethey target or sellto

• Large brandawareness

• Brand loyal customers• International exposure

Old

Nav

y • Inexpensive• Wide rangeof products

• Well knownbrand

• Poor quality• Fast fashion• Unethical• Does not practicesustainability

• Are alwaysexpanding storesand growing

• Immense amount ofstore locations

• Social responsibility• Transparency• Quality of products• Fair Trade Certified

Clo

ver

+ Sa

ge

• No brick and motor• Start-up

• Will grow andexpand

• Give back tothe community

• No physical storelocation

Strengths Weaknesses Opportunities Threats