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Marieke Vinck, one half of the duo behind sustainable fashion store Charlie & Mary held a presentation during the first workshop at The Green Fashion Competition.

Marieke Vinck, one half of the duo behind sustainable fashion store Charlie & Mary held a presentation during the first workshop at The Green Fashion Competition.



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  • -Duidelijk concept -Verhaal achter fashion
  • Hip: Image/look and feel of the garments Fair + Eco friendlyness as well as background story of the label needs to be told to the consumers and therefore the retailer needs detailed information regarding this. Storytelling is important and needs to be guided by the label itself!
  • Examples of some labels in our store. Why do we sell certain brands. Story of the designer more important than certificates. Some stories are not very well told (e.g. Stewart + Brown), which made us decide not to sell anymore.
  • Products + Interior: Recycled and sustainable materials are used for the interior, use of green office supplies, green energy, electric scooter point, menu in tearoom contains organic products. Side products all according to basic principles.
  • Important to select partners and events who fit with your concept. In this slide some examples, short explanation why we work with these partners and chose for these events.
  • Informing the consumer-telling the story behind the product-Website-bloggen-presentations-through picking the right partners and events as explained previous slide-after sales (e.g. washing instructions/swapping parties/ recycle hangtags etc.)
  • Storytelling important! Some examples of products of which we are able to tell the story very well because of the information they give us. That is also why we are better able to sell these labels.

Charlieandmary Charlieandmary Presentation Transcript

  • Hip, Fair + Eco Friendly Fashion
  • Concept store Amsterdam
  • Basic principles
    • HIP: Stylish/Internationally orientated/Design/Urban
    • FAIR: Manufactured under fair trade working conditions
    • ECO FRIENDLY: Use of innovative and sustainable materials
    • ! The Story behind the Labels !
  • Some Stories
  • A Fair Concept -Products, Interior, Business
  • A Fair Concept -Partners + events
  • A Fair Concept - Creating Awareness You just bought a fashion item with a story. The Charlie + Mary concept stands for fashion which is first of all cool! But we also want our products to be fair and eco friendly! On our website you will find more background information on the brand you just bought. Lots of love, Charlie + Mary www.charliemary.com
  • Storytelling
  • Assignment Imagine you would like to sell your product to Charlie + Mary, what is your “Fashion Story”?