Fashion impacts negatively to the environmentFashion is one of the industries that causes the most damage to the environment.Every year, the textile and garment industry consumes 98 mill
BUSINESS PLAN BUILDING
OVERVIEW OF THE PROJECT
1.1 Fashion impacts negatively to the environment
Fashion is one of the industries that causes the most damage to the environment. Every year, the textile and garment industry consumes 98 million tons of non-renewable resources, 93 billion cubic meters of water, and generates 1.2 billion tons of greenhouse gas emissions, more than the amount of emissions from international flights and maritime transport combined
In recent years, the term “fast fashion” has become popular and familiar names in the fast fashion market such as Zara, H&M Group, UNIQLO, GAP, have appeared Fast fashion is a term used to describe a business model in which clothing is produced quickly and cheaply in order to meet the demands of the market By using the strategy
“introducing new clothes everyday”, brands effectively encourage their customers to frequently visit the store and spend more Fast fashion products meet the requirements of purchasing products with the latest designs, but at affordable prices The short lifespan of these "fast fashion" items results in them being thrown away quickly, which has adverse effects on the environment, people, and resources:
- Textile production: The production of textiles, which are used to make clothing, requires large amounts of water, energy, and raw materials For example, cotton is a water-intensive crop that requires significant amounts of pesticides and fertilizers, which can pollute nearby water sources Synthetic fibers, such as polyester, are made from petroleum, a non-renewable resource, and contribute to the release of greenhouse gases during production
- Water pollution: The textile industry is one of the largest contributors to water pollution globally The dyeing and finishing of textiles involves the use of toxic chemicals, which can pollute water sources and harm aquatic life In addition, the washing of synthetic fibers can release microplastics into the water, which can also harm marine life.
- Greenhouse gas emissions: The fashion industry is responsible for significant greenhouse gas emissions, mainly due to the production of textiles and the transportation of goods In addition, the energy used to power factories and stores also contributes to emissions.
- Waste: The fashion industry generates a significant amount of waste, including textile waste, packaging waste, and unsold clothing Much of this waste ends up in landfills, where it contributes to greenhouse gas emissions and takes hundreds of years to decompose.
- Working conditions: Many workers in the fashion industry, particularly in developing countries, work long hours for low pay in unsafe and unhealthy conditions This includes exposure to toxic chemicals and lack of access to basic rights such as healthcare and education.
Overall, the fast fashion model has had a significant impact on the environment, contributing to climate change, water pollution, and other environmental problems To address these issues, many consumers and activists are advocating for more sustainable and ethical fashion practices, such as buying secondhand clothing, supporting brands that use sustainable materials and production methods.
1.2 Consumers are now concerning more about sustainability
Meanwhile, sustainable fashion – involves the creation, manufacturing, and use of fashion products that prioritize environmental, social, and economic sustainability, will become a prevalent trend in Vietnam due to the rising incomes of Vietnamese people and the growing sense of responsibility among young people for fashion products and their impact on the environment Gen Z, especially, is part of a larger movement towards conscious consumerism Conscious consumerism is a growing trend in which consumers are increasingly concerned about the environmental and social impact of their purchasing decisions This includes not just fashion, but also food, beauty products, and other goods.
In the case of fashion, conscious consumerism is often associated with the concept of "slow fashion," which emphasizes the importance of quality, durability, and ethical production practices Slow fashion encourages consumers to buy fewer, higher-quality items, and to take care of their clothes so that they last longer This includes repairing clothes rather than throwing them away, buying secondhand clothing, and supporting brands that use sustainable and ethical production methods The focus on sustainability and conscious consumerism among younger generations is driven by a number of factors. One of the most important is the increasing awareness of environmental issues such as climate change, deforestation, and ocean pollution Young people are often more concerned about these issues than previous generations, and are more likely to prioritize environmental sustainability in their purchasing decisions According to Euromonitor, about 55% of gen Z agree that they more focused on having a more positive impact on the planet.
Overall, the focus on sustainability and conscious consumerism among younger generations is an important trend that is likely to shape the future of the fashion industry and other consumer goods sectors As more and more young people become aware of the environmental and social impact of their purchasing decisions, they will demand more sustainable and ethical products from brands, and will continue to push for positive change in the world.
ENCORE WEAR service is created to reduce waste by transforming your old clothes into brand-new, customized garments By repurposing your old clothing, we are able to reduce the amount of waste in landfills and promote sustainability We believe that fashion should be both stylish and environmentally conscious, and our custom clothing service is a reflection of that belief There are two options for customer to consider: Therefore, Encore Wear was born with the goal and mission of reducing waste of the fast fashion industry, inspired by the actual negative data of the fashion industry and the trend of circular and sustainable supply chains Encore Wear is where people can implement the idea of designing the outfit they want from used materials and clothes. With the ideas of talented young designers of Encore Wear or from the customers of the business, Encore Wear will make them a reality
- Customers conceptualize/submit the design of the outfit they want to make, the input materials to make that product and Encore Wear will be the one to do it.
- Customers conceptualize/submit the outfit design they want to make, Encore Wear will consult, provide input materials and make the outfit.
- The customer chooses the available design that has been previously conceived on ENCORE WEAR's website With this option, the company will provide raw materials for the customer, hence, the cost for this option is higher than the first one If the customer wants to change some small details to be more suitable to their desire, they can directly send his or her ideas to the company and request the same correction The company receives the customer's feedback and then compares it with the sent outfit in case that requirement is possible to meet and the quality of the material is still sufficient for those changes
Note: In case the source of raw materials provided by customers is not enough/not suitable to implement the idea customers want, Encore Wear will advise on modifying the design or/and providing more input materials to produce the best product and satisfy customers.
Figure 1.1 Instruction to order on website
MACRO ENVIRONMENT ANALYSIS
Vietnamese people are increasingly trending towards using "green" and "clean" products in their daily food consumption, as well as showing growing concern for environmentally-friendly products in other areas such as transportation, packaging materials, and especially in the fashion industry
In recent years, Vietnam has witnessed rapid climate change and severe impacts of the greenhouse effect, such as:
- Recording high temperatures of up to 44 degrees Celsius (according to
VNExpress) The main cause is attributed to the huge amount of waste generated by humans, with the fashion industry being a significant contributor: "In fact, the entire fashion industry accounts for up to 10% of global carbon dioxide emissions.
To put it into perspective, the amount of emissions from the fashion industry is even higher than that from international flights and shipping combined, according to a report by the United Nations Environment Program" (as reported by Lao
- According to scientists in Australia, an estimated 9.25 to 15.86 million tons of microplastics can be found on the ocean floor One of the main causes of environmental pollution is the plastic production process for the fashion industry.Overall, the fashion industry is responsible for 20% of industrial water pollution worldwide.
- A survey by Accenture found that 60% of consumers globally are more environmentally conscious than they were a year ago, and 90% are willing to take personal action to address environmental issues.
This is causing consumers to become increasingly concerned about smart consumption as they shift towards using environmentally friendly products The change in Vietnamese consumer culture in recent years has created opportunities for custom clothing operations of ENCORE WEAR, promising sustainable development in the future.
"Fast fashion" causes serious consequences when millions of tons of clothing waste are discarded into the environment every year, caused by the significant change in consumer behavior as their clothes become "out of style" and need to be replaced The disposal of this large amount of waste creates greenhouse gases and contributes significantly to the process of climate change.
The Vietnamese government is strongly committed at COP26 to achieving a net- zero emission by 2050 (according to gso.gov.vn), and the National Assembly has enacted laws on environmental protection, including policies such as:
Article 5 State policies on environmental protection
2 Propaganda and education combined with administrative, economic, and other measures to strengthen compliance with environmental protection laws, and to build a culture of environmental protection.
7 Strengthening scientific research, developing pollution treatment, recycling, waste treatment technologies; prioritizing the transfer and application of advanced, environmentally friendly, and best available technologies; and enhancing training of human resources in environmental protection.
9 Expanding and strengthening international integration and cooperation and fulfilling international commitments on environmental protection.
Article 145 Environmentally friendly products and services
1 Environmentally friendly products and services are products and services created from environmentally friendly raw materials, production and management technologies, which reduce negative impacts on the environment during use and disposal, ensure safety for the environment and human health, and are certified or recognized by competent authorities.
ENCORE WEAR was created to address part of the waste problem by focusing on redesigning old clothes, recycling them, and delivering them to consumers for reuse, thus limiting pollution caused by waste disposal Accompanied by policies such as recycling actions, ENCORE WEAR will have a sustainable place in the market.
Vietnam, the country is facing a high inflation rate that poses a significant threat to consumer behavior The fluctuating price of gasoline, along with the country's ongoing economic recovery after two years of a serious pandemic, has made consumers even more cautious about their daily spending decisions.
Moreover, the Vietnamese government has been continuously improving and supplementing its legal framework, with many sustainable development policies being implemented to drive economic growth while protecting the environment This creates a great opportunity for ENCORE WEAR to develop in a society that is increasingly improving its legal system and policies The government has implemented policies to protect the environment and consumers, creating a potential market for ENCORE WEAR to grow.
In summary, the text highlights the challenges that Vietnam is currently facing, as well as the opportunities that the country's legal framework and policies offer to businesses like ENCORE WEAR.
Technology is one of the crucial factors influencing the development of the garment industry, especially for ENCORE WEAR In the era of globalization, everything is gradually being automated, from transportation to production lines, and many businesses are incorporating IoT into their operations to gain a competitive advantage and expand their market share.
However, technology brings lots of challenges that ENCORE WEAR must face, as it needs to upgrade its technology and keep up with its competitors in the vast market. Failure to do so could result in being easily eliminated from the competition On the other hand, technology also brings significant opportunities for ENCORE WEAR If the company can obtain advanced technology, the process of customizing garments will be faster and more efficient, and the supply chain will be optimized for delivering goods to consumers more easily In conclusion, technology is a potential factor for the future success of ENCORE WEAR.
MICRO ENVIRONMENT ANALYSIS
- The fashion revenue declined and started to slow down the growth
The fashion market has experienced significant growth over the past decade. According to a report by McKinsey & Company, the global fashion market was worth $2.5 trillion in 2019 and is predicted to grow at a rate of 3.5% to 4.5% per year, reaching a value of up to $3.3 trillion by 2030 However, this growth is being easily driven by several factors, according to VIRAC GSO, the market revenue started to fall down in 2020 which is explained by the impact of Covid-19 Despite this downturn, clothing still accounted for more than 50% of the industry's total revenue and remained a significant contributor to overall sales.
Figure 1.4 Revenue in Fashion segment and Revenue Structure of Vietnamese fashion products
- E-commerce has developed rapidly and opens many opportunities for brands
Additionally, the growth of e-commerce has opened up new markets for fashion brands and made it easier for consumers to purchase clothing and accessories from anywhere in the world.
Figure 1.5 Ecommerce Revenue B2C in Vietnam 2017-2022
- Sustainability through conscious consumerism - a new trend in the fashion industry
Another major trend driving growth in the fashion market is the rise of sustainability and ethical practices Consumers are increasingly looking for brands that prioritize sustainable and ethical production methods, and many fashion companies are responding by incorporating environmentally-friendly practices into their operations.
- A shift in customers behaviours in their fashion choices
The fashion market has also been impacted by the COVID-19 pandemic,which has led to changes in consumer behavior, including a shift towards more casual and comfortable clothing A report from researchandmarkets.vn highlights the notable effects of Covid-19 on the fast fashion industry, such as a decrease in demand, a growing focus on sustainability, cost-cutting practices for online clothing purchases, and a reduction in consumer spending on fashionable clothing.However, with the rollout of vaccines and the reopening of economies, the fashion market is expected to recover and continue its growth trajectory.
- Fast fashion creates severe environmental and social impacts.
As the industry ranked second in the world's most polluting industries (20% of water pollution comes from chemical processes such as dyeing and printing), the fast fashion sector is increasingly having negative impacts on the environment and society According to a survey conducted by sustainyourstyle.org, on average, each person in US disposes of 11kg of textile waste per year; a garment is worn only about 7 times before being discarded; around 100 billion garments are produced each year, and up to 93% of the surveyed brands do not pay their workers a living wage These factors have led to unsustainable consumption and production practices in the fashion industry, resulting in environmental pressures and a decreased quality of life.
1.1.2 The potential for custom clothing market
- Consumers have more trust in label that say they support the environment
According to Euromonitor’s survey, 77% of respondents try to have a positive impact on the environment and 77% are worried about climate change, 64% consider a recyclable label is trustworthy, especially gen Z, they more appreciate of the value in repairing items rather than buying new.
Due to many downside impacts of fashion and people’ attitudes to the environment, the custom/rework old clothes market in Vietnam is predicted to bloom in the coming years, there are tons of clothes are being thrown everyday for no purposes; however, it is still not widely popular among Vietnamese people, this only pops up as a trend for the young generation on social media like Tiktok, Youtube, but not really become a popular service in Vietnam although this kind of service has been appeared in other countries for a long time ENCORE WEAR can take this chance to be the first label that stands out in this category.
Currently, the custom clothing service for second-hand clothes in Vietnam has not yet been strongly developed Until now, there has been no official brand for customizing second-hand clothes, there are still some TikTokers and Instagrammers taking individual
15 orders for customizing clothes, but they do not officially consider it as a main service In Vietnam, the second-hand clothing resale market is currently more developed and the second most common one is the custom footwear market ENCORE WEAR could be the first brand to bring the custom clothing service in Vietnam to a larger scale.
The brand can appeal to consumers who are concerned about sustainability and the environmental impact of fashion.
Transforming old clothes will bring new and innovative clothes to customers. Reduce the risk of duplication with other businesses, reduce resource consumption while ensuring product quality.
- Provide the right product for the customer
Customers can exchange as well as contribute ideas with design staff Therefore, the product they receive will be completely at their discretion, customers do not worry about the clothes that do not suit them.
The business has a modern website that provides customers with a variety of services and support to enjoy Customers can easily find information and choose products without having to meet in person.
Planning a specific strategy, each strategy will be suitable in a certain period to match the overall goal of building its market Moreover, we make serious and long-term investments to always bring quality products, ensuring absolute customer satisfaction.
- Team of creative and dynamic staffs
The staff always strives to develop and keep up with technology trends, from advertising, optimizing the ordering process as well as the website, to improving consulting services, etc to bring customers valuable goods best treatment.
Because of the customer's wishes, it will take time to exchange as well as complete the product design Customers may have to wait a while for a suitable outfit.
Because fashion has many different styles and preferences, it is quite difficult to meet the requirements of each individual Choosing the right way to customize an outfit to a customer's needs can be quite complicated, requiring highly qualified staff.
Because it is a new project, there must be a high investment in brand development and brand recognition at first Every year, the company has to spend a large amount of money on renovating and upgrading the system, hiring talented employees and collecting information…
Fashion is a commodity with high consumption, when the beauty needs of users are great, they always want to refresh themselves and change their fashion style every day Especially for young people, fashion is a way for them to express their own style, through the coordination of clothes, accessories, hairstyles, make-up Wearing clothes is no longer for the purpose of covering but also to develop to become a way for people to freely express their own lifestyle.
BUSINESS PLAN
ENCORE WEAR mainly uses a business model in the form of B2C (Business to Customer) With this model, ENCORE WEAR will be the one to work directly with customers without going through any other third party.
The advantages of starting a business-to-consumer (B2C):
- Barriers to entry are less, not too strict about legal procedures.
- Can easily diversify, expand business into other areas, more service tools or open physical stores.
ENCORE WEAR Business model Canvas:
- Build a clear leadership and management team
- Deep specialization, allowing members to grow deeply.
- Planning for future resources: Can focus on developing employees according to professional skills easily, responsibilities are clearly fixed
- General Meeting of Shareholders is the Company's highest authority The Annual
General Meeting of Shareholders is held once a year, and all shareholders are eligible to vote and send authorized representatives.
- Board of Directors: Has the highest level of management authority and is chosen by the General Meeting of Shareholders The Board of Directors consists of five members, each of whom is eligible for reelection at the following Annual General Meeting of Shareholders after serving a term of no more than five years.
- Control Board: to oversee the Company's operations and management on behalf of the shareholders There are currently three members who were chosen by the shareholders' general meeting and who can be removed by a majority decision made by direct vote and secret ballot.
- Director: is selected by the Board of Directors or removed by the Board of
Directors in accordance with a duly adopted resolution.
Functions and duties of departments:
- Audit Department (internal): Guaranteeing the partners of the trade that budgetary exercises have been worked viably and proficiently inside the scope of proficient morals; keeping up venture chance administration to guarantee legitimate checking and assessment; convenient identifying and examining of false acts within the endeavor.
- Financial Planning Department: Undertaking and being capable for the monetary - speculation field; organizing the detailing and execution of money related and bookkeeping plans and capital sources for generation and commerce; calculating financial productivity for generation and commerce plans in each arranging period.
- Human Resources Department: Ensuring that the company's workers are satisfactorily overseen, suitably compensated, and successfully prepared; enlisting, contracting, terminating, and regulating employees' benefits; preparing and creating laborers, who are considered a few of the company's most imperative assets.
- Marketing Department: Carrying out exercises to present the company's items to the advertise, advancing the company's item utilization handle such as: publicizing, promoting, and item advancement.
- Planning Department: Creating and synthesizing vital arranging, long-term improvement arrange; creating trade plans and organizing the execution of those plans; overseeing distribution centers
- Sales Department: Offering and fathoming issues related to item deal and advancing the utilization of items within the advertisement, holding duty for client relationship administration as well.
3.1 Technology solutions in business administration management, human resource management
- ERP helps control financial information: ERP supports controlling financial information in one place - a single version across all departments and facilities As a result, financial data is unified and stored accurately, supporting tracking and reporting.
- ERP helps speed up workflow: ERP software supports optimal workflow The work of using, searching and transferring data between employees and departments is done quickly without obstacles.
- ERP helps to reduce data entry errors: With ERP, data only needs to be entered once by the first person and then stored intact on the system Any other employee in the enterprise has access to the original data.
- ERP makes it easy to control the working process of employees: The monitoring of each stage of the employee's work is optimized Managers only need to be in one place, open the unified interface of ERP to be able to hold all the work results of all employees as well as assign parks to employees based on their strengths.
CRM (Customer Relationship Management) is a customer database management system The system provides information management, interaction with existing and potential customers Businesses can collect, store and analyze customer data, thereby helping them understand customers and increase sales in the digital age.
- Increase sales: When businesses understand the needs and offer suitable products, businesses will build long-term relationships with customers and sales will be easier.
- Improve competitiveness: Easily capture market and customer information From there, businesses can create effective business strategies to increase competitiveness in the market.
- Business process optimization: CRM helps businesses optimize their business processes This helps to reduce costs and time for business operations.
- Improved data analytics and reporting support: Thanks to CRM, the ability to analyze data becomes easier, which gives businesses the most accurate reports and analysis, supporting decision making.
3.3 Using AI artificial intelligence to recommend suitable products
Search services can apply AI to predict the intent of customers when performing product searches on the website The recommendations are analyzed based on the number of products sold, the user's personal information or the user's previous purchase history to make predictions about the future purchase behavior of the user the customer itself From there, provide a list that matches customer needs
- Increase sales: Suggestion system with appropriate products will increase the attention of customers, which increases sales and profits for business people.
- Long-term customer retention: Attractive product suggestions, customers will have the opportunity to access more of your products, time to view products and stay on the Web longer, more loyal, thereby creating a lasting connection between you and the customer.
- Capable of analyzing up to hundreds of user characteristics: Set behavior trackers from the simplest to the most complex to fully understand your customers Help bring many different products to reach many separate customers at the same time based on the behaviors collected by the system without worrying about objection.
ENCORE WEAR mobilizes capital from 2 main sources: Capital from founding members, investors and capital mobilization through bank loans
The following is an estimate of the cost of each item in 3 months of the business (on a quarterly basis - 1 year = 4 quarters)
No Description Quantity Cycle Cost(VNĐ) Total
The price of a designer dress is an important factor in many respects In addition to ensuring production costs and profits, the product price also shows the reputation of the business, as well as competition with other competitors in the market.
4.3.1 Product pricing strategy: Penetration pricing
Since it is a new brand, the original product needs to be set at a reasonable price to increase the number of users The average price is guaranteed to be lower than high-end brands but higher than popular products, both stimulating consumers to buy and showing the value of the product.
4.3.2 Pricing method: Based on production cost
With this pricing method, the product cost is calculated based on the desired cost and profit
Price of 1 product = Cost to produce and sell 1 product + Expected profit from selling1 product.
Marketing plan
ENCORE WEAR will constantly strive to develop and produce fashion products that suit the tastes of customers Producing products according to the requirements, preferences and styles that customers aim to help them have a good view of the brand and feel that they have found a suitable shopping place Fashion products aim to be unique, comfortable and leading the trend.
Because ENCORE WEAR always tries to dispose of fabrics and accessories to make the wearer feel comfortable Each customer will have different ways to come to a purchase decision but all product quality will always be the best.
ENCORE WEAR uses a product differentiation strategy because theo idea is unique and there are no official competitors in the field yet, which is still relatively unknown to
29 consumers The product is priced at a mid-range level to suit the target audience the company has set after market research, and at the same time suitable for the finances of the majority of customers who are really interested in sustainable fashion and want to make an impact, minimal impact on the environment Therefore, ENCORE WEAR's products are reasonably priced for them, usually around 200,000 - 1,000,000VND/service
Distribution channels of ENCORE WEAR include:
- An offline channel is a direct channel at the geographic store in which the store operates its business Store locations are busy areas, with many young people passing by Store will be decorated to accurately reflect the creative and unique spirit of the brand.
- Online channel is the channel through which the store sells products online such as website, facebook, instagram, fanpage The purpose is to serve customers who are far away, unable to go to the store to experience it in person.
Because it is a new brand, the promotion will help customers know more about the product and increase brand coverage:
- Create an advertising campaign with a clear message, easily attracting and reaching target customers.
- Organize incentive programs and events on important holidays such as Christmas and New Year to stimulate consumers.
- Raise influence with Influencers / KOLs: in order to make a strong impression and enhance brand image, consumers increase trust thanks to high influencers reaching customers.
Promoting SEO marketing, the website has the opportunity to appear in front of hundreds, percentages, or percentages of people every day There are a few times when customers visit the website, visit, view products, read related news or make purchases or leave contact information for advice, etc., completely voluntarily.
SEO is optimizing a piece of content for a specific keyword Each keyword will carry the purpose of finding relevant information about an issue Optimizing the set of keywords related to the business' products and services will provide the most relevant and accurate content to the user's intent Some related keywords: custom clothes, unique clothes, reuse clothes, reduce clothing waste, pollution from the garment industry, Encore Wear, supply chain sustainability, circular supply chain, upcycling,…
Social media platforms increase customer interest as more audiences seek inspiration for products they need to buy on social platforms.
ENCORE WEAR will publish social media posts to promote details of its services and promotions Your content should highlight your unique brand proposition consistently across all social media promotions Also, to get the best level of consumer engagement, posting times should match those platforms' custom timings In addition to increasing engagement with important articles, the company also actively interacts with the audience and answers their questions.
Focus on social networking sites such as Facebook, Instagram, especially Tiktok where many prominent trends appear Take advantage of hastags, advertisements, propaganda marketing videos in big fan pages, such as Weibo Vietnam, Yeah1,
Email marketing campaigns narrowly segment audiences according to each customer's content preferences It allows users to choose exactly what they want to receive in their inbox The campaign offers a variety of newsletters that users can opt into, such as outfit tips, styling tips, news, and courses Users can also choose what content and how often they want to receive it in their inbox.
The campaign delivers content to a large audience with diverse interests, by providing users with a variety of content categories to choose from By choosing these
31 newsletters, you can also learn more about your audience, looking for opportunities to take advantage of the different niches that exist within your audience.
- Common goal: to encourage all customers to join hands to reduce waste into the environment through the reuse of clothes.
- Business objective: drive 30% revenue growth.
- Marketing objectives: increase brand awareness, interact with customers through communication channels.
- Residence: Ho Chi Minh city
Concerning for the environment and the impact of fashion on sustainability. Customers' behavior towards recycling old clothes can be influenced by their level of awareness and access to information
Customers often develop emotional attachments to certain pieces of clothing due to sentimental value, memories, or significant events associated with them Choosing sustainable, environmentally friendly products
A sustainable and ethical fashion choice allows them to reduce their environmental impact while still looking stylish.
They also need high-quality and personalized clothing that reflects their personality and values.
Fashion conscious and interested in unique, individual style
Ready to try new styles and experiment with fashion
- Environmental topics are always noticed from time to time
- People want to express themselves through clothes
- Always looking for the right product
- Clothing is also a cause of environmental pollution
- Few clothes have environmental protection value
- Desire to create a unique personal design
- Want to buy products with affordable prices but ensure the environment
Table 1.2 Truth - Tension - Motivation Model
⇒ Insight: Trendy and eco-friendly are two criteria that many people wish to meet. They want to have a lot of clothes that are both beautiful and still ensure the current living environment But in today's apparel market, very few brands can satisfy their needs.
In a society driven by fast fashion and disposable trends, we believe in the power of reclaiming the past, honoring memories, and embracing sustainability We understand that your clothes are more than mere fabric; they are vessels that carry your personal history, moments of joy, and tokens of sentimentality From the cherished blouse passed down through generations to the t-shirt that witnessed unforgettable adventures, each piece tells a tale worth preserving.
By sharing a customer’s stories, he/ she becomes part of a community that celebrates individuality and the power of conscious fashion choices Together, we can inspire others to appreciate the emotional bonds we forge with our clothes and to join us in creating a more sustainable future.
- Message conveyed: Green for the environment with ENCORE WEAR
ENGAGEMENT (1/7/2022 - 15/8/2022) Key Hook Launching an environmentally friendly design direction –
Sharing moments or feelings about GREEN’s clothing
- Attract consumers to the product.
- Customers can contribute to a sense of community and authenticity by tapping into their personal experiences and emotions related to their old clothes.
- Promote brand coverage through all offline and online communication channels.
Reach at least 5 million mentions of ENCORE WEAR and ENCORE WEAR - Green for the environment
- Attract at least 500 people to participate in the contest.
- Purchase conversion rate at ENCORE WEAR increased by 20%.
Building ENCORE WEAR’s image through networking sites by creating creative and intuitive video tutorials on how to recycle old clothes or how to transform an item into a new product, how to use unique recycling techniques, or how to combine recycled clothing to create new outfits.
+ Collaborate with the press to write articles on topics such as environmental waste,the impact of fashion on the environment, summer fashion trends These articles are posted on appropriate websites suitable for target customers such as VnExpress, Kenh14, etc.
DESCRIPTION OF WEBSITE/APP
The Haravan platform is used to build and develop the official website of ENCORE WEAR In Vietnam, Haravan is now the market leader for retail solutions that include Omnichannel, E-commerce, and Engagement Marketing Haravan provides sales solutions on a single platform to manage the business across all sales channels Sales reports and business analysis are generated automatically by statistics, in addition to the efficient management of items, customers, orders, inventory, delivery, marketing, and promotions.
The primary color of the website is white, which is easy to mix with many different colors so that can unleash our creativity while designing this website In terms of fashion, white is a classic and timeless color that can evoke feelings of purity, simplicity, and elegance Furthermore, white can also symbolize cleanliness and purity in relation to the environment It can be associated with a desire for eco-friendliness, minimalism, and a focus on sustainability Therefore, we chose this color to be the main tone in this website to correspond to the values that ENCORE WEAR wants to convey to its consumers: a sense of environmental responsibility and a commitment to reducing waste.
The website's images and banners are colorfully decorated in order to create a friendly and close feeling for users We are trying to create an eye-catching website which is more likely to grab the attention of users and encourage them to stay on the site longer.This can lead to increased engagement with the site's content, such as reading blog posts, watching videos, or browsing products Furthermore, thanks to this visually appealing website it can help to build brand awareness by creating a memorable impression in the minds of visitors, especially in terms of fashion A website that stands out from the crowd can help to establish a unique brand identity and make it easier for users to remember your business and then take desired actions like making a purchase or filling out a contact form And we have some specific requirements for ENCORE WEAR website:
- User-Friendly Design: A good website should have a clean and user-friendly design that is easy to navigate This includes having clear and consistent navigation menus, well-organized content, and intuitive page layouts.
- Fast Loading Times: A good website should load quickly to avoid frustrating users and causing them to leave the site This requires optimizing images, using caching techniques, and minimizing the number of HTTP requests.
- Mobile Responsiveness: With more people accessing the internet through mobile devices, a good website must be mobile-responsive This means that it should be designed to adapt to different screen sizes and display correctly on both desktop and mobile devices.
- High-Quality Content: A good website should have high-quality content that is well-written, informative, and engaging This includes using clear and concise language, using headings and subheadings, and providing helpful images and videos where appropriate.
- Search Engine Optimization (SEO): A good website should be optimized for search engines to increase its visibility and traffic This includes using relevant keywords, having a well-structured website, and providing high-quality backlinks to the site.
- Security: A good website should be secure to protect users' sensitive information and prevent cyber attacks This includes using SSL certificates, keeping software up-to-date, and using strong passwords.
- At the top of the page is the ENCORE WEAR’s logo
- The right corner is the Search button so that users can easily search for product information Next is the Account and Cart button where customers can easily log in/register into the system as well as easily track the number of products in their cart.
- Finally at the navigation bar, there are sections to help customers better understand products, privacy policies, returns as well as contact information of the store.
- The top is a place for customers to enter their email, along with a phone number for when customers need support or advice.
- On the left is the certificate of the Ministry of Industry and Trade, below is the link to the fanpage on Facebook and Instagram of ENCORE WEAR.
- Next will be Contact Information including the address, phone number and email of the store.
- The last item is the contact information is a Link to the store's product catalog.
The homepage of the website includes typical and necessary features of the business Here, customers can recognize the brand identity of ENCORE WEAR through banners, logos, etc The homepage will introduce typical design for customers to refer to and click directly on the product for more information and to make a purchasing decision.
Besides, the homepage also provides you with some fundamental information of ENCORE WEAR such as vision, mission, goals, etc to increase the credibility and transparency of the business for customers Finally, in the newsletter subscription section, customers can register to receive news via email to receive information from ENCORE WEAR about promotions, product introductions, gift discount codes, etc as soon as possible.
In this section, customers can refer to many designs of the business, including many designs in each different category for man, woman For detailed information, customers can click on each product to know about product description and price
The customer will be able to view the product image, description, and price by clicking on the item In order to help customers find products with reasonable prices and providers, we also provide a selecting tool Users can select products, for instance, by checking boxes next to phrases like "Under 500,000 VND," "500,000 VND - 1,000,000 VND," etc in the Product pricing section.
After pressing the Add to Cart button successfully, the product's details will show up in the right corner, and the cart icon will show up as number 1, corresponding to one product Customers can then go back and select other items to purchase and add them to their cart in turn After clicking the cart icon to proceed with the order and payment, the customer will be taken to the shopping cart page This page provides details, including
41 quantity and total cost, about the item you previously added to your shopping cart Then, click Checkout to continue shopping for the items in your cart.
You continue by entering the required details (first and last name, email address, etc.) on the Payment page in order to make a successful payment You will then be directed to the Payment Methods address page, where you can choose your shipping and payment options You complete the order and click Complete order to allow ENCORE WEAR to send the item to you.
Figure 2.6 Cart and checkout page structure
Figure 2.7 Adding product to card
SUMMARY
People's living standards are improving day by day, so people's needs are more and more developed In recent years, the trend of beauty, especially sustainable fashion, has increased sharply So, ENCORE WEAR provides a service to help customers meet their beauty needs while also preserving the environment This has a lot of potential for future growth and is a step in the right direction for today's social reality.
With serious work and thorough research, the author team has built a fairly complete plan for the E-commerce project: ENCORE WEAR.
Overall, the team has built:
- The plan is presented correctly and logically Each element of strategic analysis, pricing and marketing strategy is detailed.
- A new and creative idea that pays attention to people’s concerns nowaday are fashion and environment.
- The website is beautifully designed Reasonable, modern layout helps customers easily grasp all the resources of the website
- Provide support platforms to share information and incentives to customers.
- Conduct marketing on multimedia, through the website (such as blog post, pricing strategy, products ), via satellite pages (seeding, running ads, SEO, creating communities), personalizing customer journeys row…
- Unique products increase competition in the market through creativity and differentiation.
- Building a team of trained staff to help take care of and promote effective promotional and production activities.
Besides, the project still has issues that need to be improved:
- A channel to analyze customer information, products, and fashion trends has not yet been built.
- The estimated costs and statistics are qualitative and inaccurate, so there may be errors in actual operation.
- The product is not available, the customer who wants to receive it must wait for some time to complete.
- Employees need to be highly qualified to create satisfactory products for diverse customers
- Compete with established brands in the fashion industry.
- Need a large number of workforce to meet the huge demand of customers, especially when ENCORE WEAR’s service provides handmade products.
- Finding and establishing strong and long-term relationships with quality partners, workforce to ensure a stable product supply.
- Update more utilities to help customers respond faster to optimize production time.
- Develop marketing activities (on fanpage, on website), expand to new effective marketing means such as Tiktok, Youtube… to increase people’s awareness of the long-term value of sustainable fashion.
- Research to expand the market, expand the reach of customers, provide more services to expand the business scale.
- Training and recruiting quality human resources to build the company and expand the market.
- Research and apply more modern technology to digitize businesses.
- Have a plan to care and build trust for potential loyal customers long-term in the future.
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