3. Problems
People don’t value what
they wear…
• The average person only
wears about 20% of the
clothing in his or her
closets.
• Business Insider
Fast-Fashion
• “I stopped buying new
clothes last year,
increasingly worried by the
impact of cheap fashion.”
• The Guardian
• "Consumers are generally
becoming more eco-
conscious and aware of how
their lifestyles can impact
the natural environment.”
• Strait Times
5. Branding Strategy
Bridging that gap from maker to buyer
Ethically MadePersonal TouchSelf- Expression
“I don't just wear this bag
because I like the print, or
even because I like the design.
I wear this bag because
it's who I am. All my life I
wore clothes that were dull,
lifeless and definitely boring.
But like most of us, I wore
these items because I wanted
to be accepted. Then one day, I
looked in the mirror and
thought SCREW IT. I wear
this bag because, I choose to
be unique, I choose to be
ethical and fundamentally
I chose to be happy.”
Dear Customer,
Thankyou so much for
buying the bag I made, I
am proud of the design and
I hope it makes you happy
and that you wear it with
pride.
Love, Fifi
Fifi
Inside every bag
purchased with
the address to
reply with your
own photo if you
wish.
40% of Profits
Go towards empowering
local businesses in Ghana
Locally Produced
Fabrics
Apparel Designed
and Made with
Love & Care
Feel Good Factor
6. Supply Chain – SME’s from Developing Countries
Play
Me!
https://www.youtube.com/watch?v=AvAdh0kABTM&t=30s
7. Market Size
$3 trillion $34bn $1.6bn
Impact Economy 2013
Global Textile Industry
Global Artisan Production
Singapore’s Apparel Market
Ethical Fashion
Forum 2015U.S. African Development
Foundation 2014
8. Target Market
• ‘Young optimists’ ages of 18 – 34
2/3 actively buy sustainable
brands
67% say they recommend
brands that behave
responsibly.
• Mothers ages of 25 -55
64% of mothers actively buy
sustainable brands and the
same percentage recommend
those that behave responsibly
Accenture and Havas Media RE:PURPOSE 2014
10. Team – Standing on the shoulders of giants
Jack Hamilton Fellows
(Founder)
“The vision of The Social Mercenary is to
create a community of likeminded people
with a passion and a zest for life which is
seemingly misplaced these days.”
A partnership that offers TSM on the
ground support to SME’s in developing
countries across the globe
My own personal network in Ghana – I
already have the makings of a solid team
that will work on Shipping and Quality
control
Our loyal community – already wanting
in on this change making project. We have
2 students taking bags to Michigan USA
to set up stalls and raise awareness as
well as 6 people in the UK who will work
on marketing for the upcoming campaign.
11. Timeline
Go to Ghana
& Feedback to
Suppliers and
gain a network.
Begin a
Kickstarter
Campaign
Deliver of
Kickstarter
Products
Set up distributor
network and sell on
multiple platforms
Begin
Series A
funding
May June/ July
October/
November December January –April 2018 10 Year Goal
Be the largest
exporter of African
Print Apparel out of
West Africa
Capital?
• Marketing for a successful Kickstarter
• Supplying SME’s with extra resources
• Necessary Travel Expenses
• Creating and funding a committed team
