re:vampIn an effort to be environmentally responsible and ecologically aware, the Fashion industry has joined

the going green effort to become involved in the sustainable design movement. Contrary to the “fast

fashion” trend that’s been dominating the retail industry, “green or sustainable” fashion is produced

slower but in a more environmentally friendly manner that aims to reduce waste, encourage recycled

materials and minimize carbon footprint. It’s a holistic concept that refers to all fashion products that

have been created in such a way as to contribute to a healthier and more balanced world. Its categories

include the following: Vegetarian and Animal Free, Ethically Produced, Craft/ Artisan, Custom/Tailor

Made, Fair Trade Certified, Organic, Recycled and Vintage Second Hand.

R e:vamp is a specialty boutique that capitalizes on this important and growing field. It specializes

in vintage, recycled clothing and accessories – restoring them into one-of-a-kind yet up-to-date

fashion pieces for those socially responsible and fashionably trendy. Re:vamp aims to be an alternative

to fast and disposable fashion making productive use of existing resources to minimize cost and waste in

making new clothing. It is the mission of our brand to promote sustainable design and be ecologically

responsible by reconstructing and restoring vintage, used apparel, and accessories. We do this by select-

ing quality garments and materials and “making do” with the available resources that we have, which

means minimal labor and less waste.

Business Overview//

Sustainable Fashion is not just a trend or a marketing strategy that companies integrate into their

business these days. The concept of sustainable fashion is to utilize available resources and extend them to

its fullest. It is an enormous task that most of the time contradicts what fashion is: changing season after season.

But with effects that stretch far beyond the traditional boundaries of fashion companies and touch on things

as diverse as agriculture, laundering behavior and patterns of consumption. Sustainable fashion will only

succeed if consumers, producers, retailers, designers, community groups and international corporations connect

together and jointly recognize their influence in promoting change.

Green is undoubtedly the latest fashion statement to sweep the industry. Of course, today’s consumer

still demands stylish, trend-conscious fashion, but is equally concerned with the environment and

sustainability without breaking the bank. Green is for eco-friendly not for money, as many have

been intimidated with affordability of “Green Products”, that sustainable fashion is associated with

luxury. This is Re:vamp’s competitive edge – making Green fashion a reasonable and affordable

replacement for fast, disposable clothing. Re:vamp plans to explore and develop that niche by transforming

second hand clothing into the latest style and trend, instead of the old, boring and out-dated style of recycled

clothes.

got green?

Industry Study//

Re:vamp’s target market would be independent, fashionable, environmentally aware women

who value style, quality and individuality. Our customers are those who are in-constant

search for neo-vintage, unique, stylish and customized clothing and they support our goal to

contribute to sustainable development in this industry. In making purchasing decisions, our

target customer considers more than just the style, price, and quality of an item, but also whether

the garments are produced in an environmentally responsible process.

The lifestyle can be described as someone who’s adopted the “Green Living.” She’s the type of

girl that recycles trash —separates plastic, can, bottles, papers and compost. She lives well

and eats well, choosing organic and whole foods, cooks and prepares her meal if she has the time

and keeps balanced diet. She’s all about health and wellness —meditates, does yoga or goes to the

gym at least three times a week. She’s an urban uptown girl. She has her head on her shoulders,

having a career that sustains her lifestyle. Driven and focused, she makes sure that deadlines

are met and everything is polished to detail. She works hard, plays harder. This girl knows how

to have fun. She goes to music gigs with her boyfriend, visits the latest gallery exhibits with her

friends, reads one book after the other and never forgets to visit her parents from out of town ever

so often.

With the philosophy of “To Shop Just Enough,” our girl goes against the trend of

massive consumerism fast fashion has been promoting. Our customer is against cheap and

disposable fashion. She supports the “slow and sustainable fashion” movement and chooses

quality over quantity. She buys a few pieces at a time yet enough to mix and match updating her

looks with style and flair. She’s the type who would hardly impulse buy and usually does not

return stuff she bought because she thinks it’s a waste of time for her and for the people who work

there. She knows what she wants. Not that she doesn’t mind or think of the price but makes sure

that she gets what she deserves for the price she pays for.

our customer

Target Market//

Many fashion retailers employed the up cycling of recycled and vintage clothing. Urban Renewal,

a label under Urban Outfitters, has been implementing sustainable fashion for about 20 years.

This brand takes outdated, dead stock and vintage clothing then re-constructs the materials to it to

make garments that are more current to the trend. The production is done locally in their corporate

office in Philadelphia through ethical labor practices and is completely sweatshop free. Catering to

the same market segmentation, providing very similar product line and having almost identical brand

concept Urban Renewal would have been a tough competition to match. But what makes this brand

unattractive is the unreasonably high markup considering that their products are still the same old

recycled clothing. By creating an ideal price or a price expected by the marketplace, our brand would

have greater advantage over the competition.

Another advantage Re:vamp has over Urban Renewal is customer service. Being a

small boutique this gives us the opportunity to attend to our customers with warm and

personalized service compared to a larger store like Urban Outfitters. Re:vamp even

provides alteration of the garments, could add on “client request” and hold bi-weekly Do-It-

Yourself workshops for our customers.

the competiton

Competitive Analysis//

Re:vamp would source out our clothing from numerous reputable organizations

and thrift stores that sell recycled garments wholesale in the United States.

Out-of-the-Closet is a chain of thrift store located in Northern and Southern

California, owned and operated by the AIDS Healthcare Foundation. It aims to gener-

ate income and funds for the medical services and educational research AHF provides.

Goodwill Industries International is a non-profit organization that helps enhance the

quality of life for individuals, families and communities by providing opportunities and

employment programs, with the majority of its retail revenue is emphasized on

resale of donated clothing. By acquiring materials through organizations that have

charitable cause, this reinforces Re:vamp’s mission of contributing to an ethical and more

responsible fashion industry.

Re:vamp’s concept is not a brand new idea. It has been done by upcoming, veteran

designers and even brand labels but at much higher prices. Revamp’s goal is to up-

cycle, not up-sell. Our process is simple. After inspecting and acquiring the garments for

it’s value, style and quality, we begin to restore the garment, adding on new trims and

embellishments to renew old and found clothing.

Merchandise assortment includes the following:

Tops $25-$65

Bottoms & Jeans $30-$80

Dresses $30-$85

Outerwear $50-$150

Handbags $35-$180

Jewelry & Accessories $8-$75

up-cycle, not up-sell

Merchandise Assortment//

Merchandise Assortment//

Opening a pioneer store, which also houses the stockroom and workshop, in Hayes Valley neighborhood is ideal for sales and business opportunities for Re:vamp. Described as one of the ultra-

chic shopping venues of the city, this area is rich in cultural diversities and promoting collaborative community among its residents. San Francisco is known for its strong ties and support for

local, small businesses — even consider them the backbone of city’s economy. Being in this location does a great advantage knowing that San Francisco is a Green Mecca and active promoter of this

environmental movement.

our store

events

Re:vamp will participate in Discarded to Divine, organized by St. Vincent de Paul

in San Francisco. This annual fashion show features a collection of one-of-a-

kind fashion creations and exquisite home décor created from discarded clothing and

materials, benefitting the St. Vincent de Paul Society’s services to people battling poverty,

homelessness and domestic violence.

Distribution &Public Relations//

Online Marketing//

e-commerce

Our brand will utilize the most popular marketing platform in retailing today: Social Media.

This strategy has evolved to become very effective to reach customers online, ignite brand

passion and built customer loyalty. This marketing channel brings the brand closer to the

consumer by giving them instant access and updates. Aside from our website, Re:vamp will use

facebook, twitter, e-newsletters, tumblr. and our own fashion blog to advertise, promote and

strengthen brand awareness. We will create an online look book where our customers can upload

photos of the looks and styles they put together using Re:vamp products. A monthly photo contest

will re:ward $50 in store credit the to the best and most creative styling submitted by our patrons.

Re:vamp will have an online store within Etsy.com, an online marketplace that buys and sells

handmade goods or vintage products.

It’s a cool, fun SUMMER!

About New Arrivals Lookbook Blog Contact

About New Arrivals Lookbook Blog Contact

sales promotion//

advertising

The advertising focus of the brand will be Neo-vintage and “Artsy-Fartsy” that appeals to our

target customer. Re:vamp leans towards the Urban, Green and Do-it-yourself lifestyle, so the

campaign images are more of the “Indie” style than commercial advertising.