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Strategic and Customer Orientation

Gap has promised to use sustainable cotton by 2021 …but what about acquiring a sustainable brand?

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Consumers and Market Opportunity

Ethical fashion market is expected to reach $8.25 billion in 2023

North America = fastest growing region

2/3 of consumers state sustainability is important to limit impacts on climate change.
32% of consumers would pay more for brand that is committed to sustainability
Consumer segment: Fashionista

Mainly women from middle to upper class
Motives: Recognition and Self-expression
Very high concern toward trends

Who would be more willing to invest in sustainable clothing?

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Competitive Landscape

Some companies leading the way in sustainability

“12.5% of global fashion companies have pledged to adopt more sustainable practices by 2020” (BBC News)
More than half of the industry players want at least half of their products to be made with sustainable materials by 2025 (Forbes)
Number of sustainable apparel items available worldwide surged from 58,000 SKU in 2016 to over 353,000 in 2018 – a 500% increase (Forbes)

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How are we meeting customer’s sustainability needs and positioning the brand?

Enable and Encourage Repair

Offering warranty and repairs on all products
Providing tips on website about how to take care/repair any product (video/blogs)

Care for employees

Support groups
Improve conditions in all parts of the supply chain
Health Insurance due to COVID-19
Gap Face masks

Viable alternatives/materials

Always innovating to find new materials
Ex: Pineapple fiber or hemp

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Product Assortment �(Loungewear)

Earth colors as a reminder of taking care of the environment �

Staying inside while being connected to nature

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Matching Sets

Head Accesories

Slippers

Face Masks

Kimono/Robes

Dresses

-Pants

-Tops

-Sweaters

-Shorts

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Pricing Strategy

Head accesories:

Scrunchies
Headbands

Slippers
Face Masks
Dresses
Kimonos

Matching Sets (sold separately):

Pants
Shorts
Tops
Sweaters

$5.99-12.99

$9.99-19.99

$25.99-35.99

$9.99-19.99

$25.99-49.99

$29.99-45.99

$25.99-40.99

$25.99-35.99

$25.99-40.99

$35.99-49.99

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Initiatives to meet customer needs

Top initiatives consumers believe retailers should embrace: (McKinsey & Company)

Label clothing as sustainable

Specify materials and processes

Advertise sustainability in all campaigns
Allow shoppers to trade in clothes for discounts

Ex: bring an old pair of pants to get 10% off

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Customer Experience and Engagement

Linking online and in-store shopping experiences.
Consistency
Customer’s Journey:

For these 3, we will implement mainly digital marketing strategies

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In-store Technology

Virtual Rail

Customers can see clothing in real size on a screen

Interactive Kiosks

“Insta opinion” – Customers take pictures in real time and they are rated by other customers in the kiosks
Online purchasing at the store – get unavaibale sizes

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Digital Marketing Strategies

Option for customers to leave reviews along with pictures of them wearing the product on the website

Giveaways!
Style Guides
Brand Ambassadors

Natural people!

Email Marketing Campaigns

Personalized content
Reminder about shopping cart
Behind-The-Scenes

*43% of consumers now use online instead*

(McKinsey & Company)

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Financial Strategy

Pricing:

Profitability:

Premium pricing allows to cover eco-friendly raw material costs and fair wages
Low-cost digital marketing strategies
Web-based sales
Low inventory costs driven by specific target segment

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