Communication proposal for Rapanui Clothing brand

1. EXECUTIVE SUMMARY
This video was made to present a communication proposal for the fashion brand Rapanui Clothing.
Video link: https://www.youtube.com/watch?v=sHzKDAo0FM0
An executive summary of video content is provided as below:
1. Situation Analysis:
1.1 Fast Fashion vs. Slow Fashion
• Fast fashion focuses on speed and low cost in order to deliver frequent new collections inspired
by catwalk looks or celebrity styles, causing negative impact on environment and human labors.
• Many fast fashion brands, such as H&M, Zara, Nike, Adidas have made attempt to recycle unused
clothes. However, these attempts seem more like marketing strategies rather than real
responses to the situation.
• Besides, there are fashion brands that are dedicated to ethical and sustainable practices. Four
brands are named in the video, including Zady, Beaumont Organic, People Tree and Rapanui
Clothing.
1.2 About Rapanui Clothing:
• A sustainable brand from Isle of Wight, UK. Established by Rob & Mart Drake- Knight in 2008, its
mission is to redesign the clothing industry to be more sustainable.
• It sells graphic T-shirts, jumpers, hoodies, pants and socks for both men and women, which
made from sustainable and recyclable materials.
• Target customers: fashion- conscious young people who are environmentally aware and seeking
for clothing options to exercise their knowledge. Though still emerging, this market is growing
in demand.
• Rapanui Clothing’s strengths are high quality sustainable products and reasonable prices.
However, its weaknesses are limited choice with limited styles and low brand recognition
among young consumers.
• Rapanui Clothing faces the challenge of having to compete in a highly saturated market of T-
shirt and hoodies for young consumers.
• Two perceptual maps show how Rapanui should aim to move its position in the market: from a
classy, lower-priced sustainable clothing option to a trendy, reasonably priced one. An
examination of its consumer journey map also pointed out the brand is lacking in its pre-
purchase activities to capture and engage consumer’s interest.
2. Objectives:
• Raise awareness of Rapanui’s Clothing reputation for its quality and promoting it as an easy and
fashionable option of sustainable clothing within and beyond its existing customer base.
• Engage and build trust with customers by letting them involved more in the garment-making
process
3. Strategies & Tactics:
3.1. Social media marketing campaign #thetravellingT-shirt
• A marketing campaign centered on an exploratory trip to India where Rapanui T-shirts are
made. The trip involves two contest-winning customers, Rapanui’ founders and celebrity Emma
Watson. The trip will be recorded and uploaded on Facebook. Customers are encouraged to
share the video with #the travelling T-shirt hashtag to get free specially designed T-shirt.
3.2. Pop-up store at the Green Man Festival:
• Green Man Festival is an independent music and arts festival held annually in mid-August,
Wales, UK. It uses music and art activities to raise awareness of environmental issues and
promote a sustainable lifestyle.

2. • Rapanui Clothing can leverage this event to set up a pop up store with recycling and customised
printing activity. A special line of T-shirt will also be designed exclusively for this musical event
• This helps the brand to engage with young millennial customers and further enhance its image
as a young and on-trend sustainable brand.
3.3 Community building:
• Learning from fast-fashion brands such as ASOS and Missguided, Rapanui Clothing should also
aim to create a community of sustainable fashion’s advocate.
• Customers earn green points when they make purchase of Rapanui products or post photos of
them wearing Rapanui clothing on Instagram with #thetruegreener hashtag. These points can
be exchange into vouchers for eating in healthy restaurants.
4. References:
2degrees. (2018). Rapanui: How do you grow a sustainable business quickly?. [online] [Accessed 24 Feb.
2018] Available at: https://www.2degreesnetwork.com/groups/2degrees-
community/resources/rapanui-how-do-you-grow-sustainable-business-quickly/
About.hm.com. (2018). H&M group | Recycle your clothes. [online] [Accessed 25 Feb. 2018]. Available at:
http://about.hm.com/en/sustainability/get-involved/recycle-your-clothes.html
Clothing, R. (2018). About | Rapanui. [online] [Accessed 24 Feb. 2018] Rapanuiclothing.com. Available
at: https://rapanuiclothing.com/about/
Finisterra do Paço, A., Barata Raposo, M. & Filho, W. J Target Meas Anal Mark. (2009) 17: 17.
https://doi.org/10.1057/jt.2008.28
Gould, H. (2018). Zara and H&M back in-store recycling to tackle throwaway culture. [online] the
Guardian. Available at: https://www.theguardian.com/sustainable-business/2017/may/26/zara-hm-
step-up-instore-recycling-tackle-throwaway-culture [Accessed 25 Feb. 2018].
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Mintel. (2017) Phannatiq shows how fashion can be more trans parent [Online] [Accessed on 1st March
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Mintel. (2017) Young millennials drive interest in sustainable fashion [Online] [Accessed on 1st March
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Perry, P. (2018). The environmental costs of fast fashion. [online] [Accessed 2 Mar 2018]. The
Independent. Available at: http://www.independent.co.uk/life-style/fashion/environment-costs-fast-
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