WHBM SUSTAINABILITY TEST PROPOSAL
MAY 2019 DCOM CAPSULE
THE DILEMMA
“The [fashion] industry is the second-most-polluting enterprise, after the fossil-fuel sector. There’s the water waste from manufacturing, the pesticides and toxic dyes that contaminate our rivers, and the 85 percent of discarded clothing that ends up in landfills.”
- Front Row Conservation, Elle Magazine (1)
THE DATA
“Young consumers are driving this shift in attitudes. 44% of younger millennials – the 17-26 age range – said they would like to see more eco-friendly fabrics used in clothes….34% of Generation X and 30% of baby boomers said it was important to them.”
-Alice Goody, retail analyst for Mintel (2)
“Research shows that Gen Z demands sustainability. Thirty-one percent have boycotted non-sustainable companies. Millennials expect sustainability, with 47 percent [stating] that the most important sustainability practice is to produce sustainable products. [And] Gen X wants sustainability, [as] 31 percent say that socially and environmentally conscious brands have more of a chance of gaining their loyalty.”
-Richard Gerstein, Executive Vice President of Global Branded Premium Value-Added Products and Chief Marketing and Innovation Officer for Unifi (3)
- 66% of global consumers are willing to pay more for sustainable goods, increasing from years past
- 73% of Millennials are willing to pay more for
sustainable goods
-2015 Nielsen Global Corporate Sustainability Report (5)
THE OPPORTUNITY
A huge opportunity to market in a new way to our current customers, but also build a strong foundation for future customers.
THE PLAYERS
THE PROPOSAL
THE STRATEGY
STRATEGY 1:
Test current customer reaction to eco-conscious products by providing beautiful, polished styles with the added benefit of sustainability.
STRATEGY 2:
Increase customer acquisition by promoting sustainable product on a DCOM platform to engage younger customers.
THE COLLECTION
THE DETAILS
REPREVE POLYESTER
LENZING TENCEL
OZONE WASHING
THE LAWYERS
From the Chico’s FAS Legal Team:
-Claims have to have Reliable Evidence in order for us to Back-up that Evidence.
-How are our customer’s likely to interpret our message?
-Avoid broad unqualified claims.
-Explain what aspects the product is referring to.
-Disclose details clearly & prominently, do not use links or footnotes.
-Seals, Certificates & Seal of Approvals are not enough.
-Be careful when using “New Terms” and explain specifically what it is so the customer will understand.
THE COLLABORATORS
DESIGN
Aris Lallas
Michael Lomotan
Meagan Rubio
Hillary Sampliner
Regino Collazo
Jodi Parsell
Remiel Loh
Brianna Roudebush
Kristen Blesse-Scott
Lisa Paull
Pauline Munga
Galen Magee
Mallory Hardiman
Jeannie Weingarten
Cat Cha
Katherine BonDurant
Katarina Dewey
Jonathan Wolfman
Mikhel Riley
Tammy Fecci
Alyson Rose
Anna Pang
Alexa Benjamin
Danielle Konotop
Madeline Gerneth
SOURCING
Laura Grimm
Susan Bologna
Kevin Valentin
Surswatie Wayloo
Shantha Fountain
Amy Rucci
Ann Griffin
Kasondra Contos
Gretchen Carbone
Grey Valle
Jennifer Snodgrass
Erin Hoar
James Widner
Julie White
Jennifer Montecalvo
Nicole Menser
Lindsey Giallonardo
Julie Hone-Rivieccio
RAW MATERIALS
Kim Allen
Naima Barnes
Joe Soto
Capri Hodge
Jennifer Trant
Jennifer Williams
Christina Hull
MARKETING
Sandra Sanderson
Aimee LaPlante
LEGAL
Theresa Becerril
Deidre Richardson
Suzanne Warfield
Darcie Morgan
Janine Egler
Lynn Halter
MERCHANDISING
Amber Larson
Leslie Holloway
Brittany Firing
Alison Gaffney
Molly Seibert
Ally Walstad