Supply Chain Chris Raeburn

FASHION BUSINESS AND SUPPLY CHAIN MANAGEMENT 1
Quincy I. Carter
FashionBusiness and Supply Chain Management
University of Westminster
MA Fashion Business Management

TABLE OF CONTENTS:
Introduction: pg. 3
Raeburn and Sustainability: pg. 3
What I want to Knowing: pg. 3
Objectives: pg. 4
Objective I: pg. 5
Objective II: pg. 5
Objective III: pg. 6
Objective IV: pg. 7
Objective V: pg. 8
Objective VI: pg. 8
SWOT Analysis of Christopher Raeburn: pg. 9
Conclusion: pg. 10
References: pg.11

INTRODUCTION:
In the ever-changing industry of Fashion, things have become intensely
intriguing. With new technology and the rules that apply to the industry one thing that has
made the industry more eco friendly is the fact that a plethora of companies and designers
are beginning to fuel the drive for sustainability. These companies are trying to figure out
how to incorporate sustainability into every segment of their collections and brands.
MarketLine.com defines Sustainable Fashion as a part of the larger growing trend of
creating more sustainable, environmentally friendly and ethical products and is also
referred to as Eco Fashion (http://www.marketline.com/blog/sustainable-fashion-a-
growing-trend/).
With so many companies beginning to become eco friendly the competition has
developed to be severely fierce. Spanning from companies such as H&M to Nike this
craze for creating sustainable Fashion has engulfed the fashion industry making
consumers more conscience of what they buy, but also how they can help in this
movement and make a change for themselves and the environment.
CHRISTOPHER RAEBURN AND SUSTAIBABILITY
A designer who has metaphorically speaking taken this sustainable bull by the
horns is Christopher Raeburn. Raeburn’s educational background includes a Bachelors
from Middlesex University in Fashion/Apparel Design, then proceeding to the Royal
College of Art to obtain his Masters in Womenswear. It is stated that Raeburn uses
recycled military fabric to create his interpretation of eco friendly clothing. In an
interview with the British Fashion Counsel Raeburn commented and said “The ‘Remade’
ethos will always lie at the heart of the brand and as we grow and develop it remains the
foundation of our work, reminding us to always be resourceful and experimental”
(http://www.britishfashioncouncil.co.uk/designer_profile.aspx?DesignerID=1136)
Raeburn exudes the passion and endless possibilities of sustainable fashion. He
has managed to create a face for it, that is both fun yet innovative, showing his
competitors that not only is he a talented artist but also aware of the positive effects that
sustainable fashion has on the industry and how everyone should begin to include it into
their companies.
WHAT I WANT TO KNOW!
In this research I am attempting to convey that through his impeccable sense of
fashion and ability to change what consumers are buying Christopher Raeburn can be
looked at as a catalyst for change in the fashion industry. Also to view that if Raeburn
continues on this positive road with sustainable fashion then he and his company can be
some of the innovators for the industry causing others to follow in their footsteps and
make some of the same decision making the environment a better place.
As previously stated, Raeburn exudes passion for the endless possibilities of
sustainable fashion, this can all play to his advantage with links to the right people and
his drive to want to keep remade ethos at the heart of the company.

OBJECTIVES
Sub Objective I:
In-depth look into where Raeburn sources his fabrics from for his innovative
garment concepts
Sub Objective II:
An analysis of Christopher Raeburn Supply Chain and where his garments are
distributed
Sub Objective III:
Who is Raeburn selling his garments to, and what is their level of sustainability in
their company
Sub Objective IV:
How is Raeburn’s ability to produce sustainable fashion affecting competitors and
their future of sustainability?
Sub Objective V:
What is Christopher Raeburn’s future in sustainability and what are some
suggestions one could give to Raeburn in order to have success in the future of
sustainability
Sub Objective VI:
What are some suggestions one could give to Raeburn in order to have success in
the future of sustainability

SUB OBJECTIVE I: In-depth look into where Raeburn
sources his fabrics from for his innovative garment concepts
As previously stated, Christopher Raeburn is a British Fashion designer who
graduated from both The Royal College of Art and Middlesex University. According to
an interview with Raeburn he remarks his work as “Resourceful and Experimental”. In
the same sense, it is said that Raeburn sources all his fabrics and content from the UK.
Based on the biography of Raeburn, he articulates that his garments are “re-appropriation
of military fabrics and in particular for iconic outerwear created from de-commissioned
parachutes.” This gives a better insight to the innovation that gives us Christopher
Raeburn designs. In addition, to sourcing his fabric from the UK, Raeburn also says that
his signature is desirability, detail, function and fun while still making the products with
distinctive aesthetic, meticulous detail, considered functionality and sustainable
intelligence. This goes to prove that Raeburn is clearly an innovator for the world of
Sustainable Fashion.
In Raeburn’s biography it also states, how his pioneering work brought
sustainability to the mainstreaming giving a new definition to luxury with integrity. In an
USA issue of Vogue Raeburn Inuit Coat is sustainable fashion and that individuals
should remember the 4 R’s: REDUCE, REUSE, RECYCLE, and RAEBURN.
SUB OBJECTIVE II: An analysis of Christopher Raeburn
Value Chain and where his garments are distributed
As any other great designer who has a niche market, Raeburn’s garments can be
found at a plethora of places. Due to the creativity behind the garments and sense of style
and flexibility, the ability that Raeburn possess to create sustainable Fashion gives
something for eco friendly consumers to look forward to. According to a simple
GOOGLE search Raeburn can be purchased anywhere and everywhere. Raeburn’s
garments can be purchased via his actual website (http://shop.christopherraeburn.co.uk).
However, pieces of Raeburn’s collections can be found at Mr. Porter, The Corner,
Farfetch, Yoox, and Stylelight just to name a few. Due to the high volume of want and
need for sustainable clothing most sites have sold out on Raeburn’s garments and has
afforded him the opportunity to be able produce garments and continue on being a
successful designer.
According to a model of the value chain there are several various components that
make up the value chain. To begin with, Raeburn’s design and concepts along with
supply comes from reused military garments along with decommissioned parachutes that
gives customers the Raeburn touch of sustainability. In addition, Raeburn’s main offices
are located in London England where he runs business. Moreover, Raeburn’s garments
are distributed amongst several different locations online and in store. Furthermore,
Raeburn’s team of Marketing and Sales believe in putting his garments in locations
where similar designers garments are sold. As for After Service Sales, Raeburn’s
company has strict rules on what the before and after purchase is like
(http://shop.christopherraeburn.co.uk/pages/customer-service)

SUB OBJECTIVE III: Who is Raeburn selling his garments
to, and what is their level of sustainability in their company
Part I:
As stated in sub objective II, Raeburn’s garments are sold at several various
places. Some of those places included but were not limited to, Mr. Porter, The Corner,
Farfetch, Yoox, and Stylight. In this section I will focus on some retailers that Raeburn
sells his garments to and their level of sustainability along with how this can potentially
affect his image.
The first retailer I will look at is Mr. Porter. Mr. Porter is a branch of the NET-A-
PORTER Group. With its main location in London the Net-A-Porter group also has
offices in London, Manhattan, and Hong Kong. The aim for the group is to “offer style
advice and a weekly online magazine, The Journal, put together by a team of dedicated
editors. Express delivery is available to more than 170 countries worldwide, with same-
day delivery in London and Manhattan. MR PORTER provides an unrivalled customer
care service including a dedicated personal shopping team and free collection for
returns and exchanges.” (http://www.mrporter.com/Content/about-us). A few facts
about the company that sales Raeburn’s garments are as follows…
1. A total of 1.6 million monthly unique visitors
2. More than 170 of the world's leading brands
3. Worldwide express shipping to 170 countries
4. Same-day delivery in London and Manhattan
5. Free collection of returns and exchanges
6. New products available every Tuesday
Part II:
Another retailer that sales Raeburn’s garment is Stylight. Stylight is not only a
company that consumers can purchase garments and good from but also they offer an app
so that people can see Fashionable brands. At Stylight a multitude of Raeburn’s garments
can be found. From men’s to women’s ranging from pants, outerwear all the way to
backpack accessories. Raeburn’s garment’s at Stylight range from the prices of £85.00 -
£795.00. With prices that are in that magnitude his garments are also amongst designers
such as Alexander Wang, Michael Kors, and even Balenciaga. This goes to show that not
only does Raeburn design sustainable clothing that is innovative but also he is on a site
selling garments with Fashion Icons.
Some of the things that Stylight offers their customers include…
1. A wide array of designers and their brands to choose
2. Online Magazine
3. Men’s Women’s and a Look book of looks that might be suitable
4. An app for Stylight that is used exclusively for looks and garments
5. Blogs for consumers to view anything that might be going on with the company

SUB OBJECTIVE IV: How is Raeburn’s ability to produce
sustainable fashion affecting competitors and their future of
sustainability?
In the field of fashion so many people are apart of the industry that it is very
competitive. Due to Raeburn’s drive and ambition to be a designer who focuses on
sustainability, he is differentiated from others due to his skill set. Not many designers can
say that have consciously thought about where to source items from to created eco
friendly clothing. However, Christopher Raeburn has given us fashion that we can relate
to and Fashion that is functional but also stylish with funky, fun silhouettes. One
independent designer that Raeburn is up against is Deborah Lindquist. Lindquist’s goal
for her designs is to “create breathtaking eco friendly design that will deliver style and
status to her clients while using the finest quality fabrics. This is the Deborah
Lindquist Eco Fashion Brand.” (http://redroom.com/member/deborah-lindquist/bio).
According to her biography Lindquist was trained at top American school for
Fashion Design Parson’s the New School of Design. It also goes on to say that as a
“pioneer and leader in the eco fashion movement Lindquist is constantly updating her
knowledge on the newest green fabrics, advancing this important industry to new
standards of excellence.” (http://redroom.com/member/deborah-lindquist/bio).
Another big name that is in competition with Raeburn would be leading retailer
and mega franchise H&M. Since opening its doors this franchise has completely
revamped how people look at fashion and the importance of sustainability. From the
shirts and skirts all the way to the outerwear, H&M has given consumers a reason to want
and be more eco fashion friendly. One of the biggest sustainable ideas that H&M came
up with was the “LONG LIVE FASHION” box at every location. The Long Live
Fashion campaign allows customers to bring back garments that they cannot either fit or
it just is not in style anymore and allows them to donate these garments to be reused and
recycled. According to the H&M website they have seven commitments to sustainability.
(http://about.hm.com/en/About/Sustainability/Commitments/Reduce-Reuse-
Recycle/Garment-Collecting.html). The following list is of the 7 commitments that H&M
has made towards sustainability…
 Provide fashion for conscience customers.
 Choose and reward responsible partners
 Be Ethical
 Be climate smart
 REDUCE-REUSE-RECYCLE
 Use Natural Resources Responsibly
 Strengthen Communities
With bot of these retailers being lead competitors against Raeburn he exhibits
some key points in the development of his own sustainability. Raeburn describes his
products as distinctive aesthetic, meticulous detail, considered functionality and
sustainable intelligence. When it comes to distinctive aesthetic and the Raeburn brand
this can be defined by his designs being easily recognizable and how the study of beauty
has impacted his designs. Meticulous Details applies to the Raeburn brand because due to
the thought process and creativity and innovation of his meticulous designs. As for

functionality and sustainable intelligence Raeburn’s work provides an in depth look into
why people should start wearing and supporting eco friendly clothing.
SUB OBJECTIVE V: What is Christopher Raeburn’s future
in sustainability
A future in fashion is something that all designers look forward to. Whether it be
as a legend or someone who is a one hit wonder, they all look for their time to shine in
the industry. Contrary to what people may think, Raeburn has become not only an
innovator but also a pioneer to take the world of Eco Friendly clothing to an entirely new
level. With his new work at Victorinox Fashion as Artistic Director this is sure to boost
Raeburn to the level in which he needs to be. Thanks to becoming the Artistic Director at
Victorinox Fashion, Raeburn has introduced the new line that includes sustainable
clothing. Just like his own personal collections Raeburn has reused military garments to
give Victorinox Fashion the same origination as his other garments. Due to this factor no
matter where Raeburn is and no matter with what company, people will know his work
due to his overflow of professionalism and signature of desirability, detail, function and
fun.
As far as his future in the industry of Eco Friendly Fashion, well let’s just say that
Mr. Raeburn has a very bright future in the sustainable fashion industry. If he continues
to produce garments that can convert people into eco friendly consumers then he has built
not only an empire but also, a future that can change the face of fashion and the people
who wear it.
SUB OBJECTIVE VI: What are some suggestions one could
give to Raeburn in order to have success in the future of
sustainability
Suggestions are something that can be given in all aspects of any company,
because there is always room for improvement. However, for the purpose of Mr. Raeburn
some suggestions might be more suitable than others. To begin with, Raeburn might want
to explore other options when it comes to the content of his products and what they are
constructed from. In addition, if he would collaborate with a big name in the industry to
endorse his product then that might catapult his career for example, a model or singer
who is eco friendly and supports the cause and purpose. Moreover, Raeburn could look in
other aspects of garment choice, it would be a great idea to create eco friendly evening
wear or even eco friendly under clothes. Furthermore, Raeburn should think about his
empire to other places and locations to ensure that everyone gets to see the greatest that
he is. I am sure that there are loads of other suggestions for the future of Christopher
Raeburn however; I find that these suggestions can be useful and rather good not only for
the future of Raeburn but the future of sustainability. Who is to know, maybe Raeburn is
working on something exclusive that might be able to better convey the reason we all
should become a little more environmental friendly.

S.W.O.T Analysis of Christopher Raeburn
In any company there are pros and cons to developing a business and what may
come out of it. Raeburn has some characteristics that set them apart from its competitors
both in a positive way but also negative. Below is a list of a S.W.O.T Analysis. This
SWOT Analysis is to examine some of the various parts of why sustainability may be a
good or bad thing.
Strengths:
1. Use of recycled military material and parachutes
2. Professionalism due to traditional design background
3. Experience in collaborations with other brands and designers
4. Versatility in men’s and women’s wear
Weakness:
1. Not enough high profile gigs to add more credibility to his name
2. Versatility in type of garments he creates
3. Plays it to safe in regards to the raw material he uses
Opportunities:
1. The chance to collaborate with high profile designers
2. Influence people to become more eco friendly
3. Having a celebrity endorse his brand
4. The ability to expand the brand to new heights
Threats:
1. Some leading industry might take the ideas to the level they should be at
2. People not being interested in Eco Fashion
3. Short-lived career!
According to the above list there are several different properties that play a role in the
development of Raeburn future of sustainability. The strengths that he possesses is that
noting short of greatness. With his use of use of recycled military material and
parachutes, effectiveness of professionalism due to traditional design background,
experience in collaborations with other brands and designers and versatility in men’s and
women’s wear this gives a brighter future of sustainability to make eco friendly changes.
He also has some opportunities thanks to his strengths. He could really change the face of
sustainability if he would collaborate with designers and brands that are more mainstream
than himself. On the other hand, he is also presented with some challenges and threats
that might prevent him from achieving the ultimate greatness. Some of those issues
include people not being to receptive to eco clothing, and even his lack of fabric choices
for his garments.

Conclusion:
The research began with an in-depth look into where Raeburn sources his fabrics
from for his innovative garment concepts. After which, there was an analysis of
Christopher Raeburn Supply Chain and where his garments are distributed. Furthermore,
finding out who is Raeburn selling his garments to, and what is their level of
sustainability in their company. Preceded by, how is Raeburn’s ability to produce
sustainable fashion affecting competitors and their future of sustainability? Finishing off
the research with what is Christopher Raeburn’s future in sustainability and what are
some suggestions one could give to Raeburn in order to have success in the future of
sustainability and what are some suggestions one could give to Raeburn in order to have
success in the future of sustainability.
As per the discussed topic Christopher Raeburn in short is an Eco Friendly
Fashion Innovator. Raeburn has given his clients something to always look forward to.
From repurposing military fabric and decommissioned parachutes this makes for a good
fashion future. However, just as it might help his future, it can also affect his future. In
any company there are the pros and the cons to making it all work for the betterment of
the brand and the namesake that goes along with it.

REFERENCES
About.hm.com. 2013. GarmentCollecting. [online] Available at:
http://about.hm.com/en/About/Sustainability/Commitments/Reduce-
Reuse-Recycle/Garment-Collecting.html [Accessed:9 Dec 2013].
Britishfashioncouncil.co.uk. 2013. British Fashion Council - Designer
Profile. [online] Available at:
http://www.britishfashioncouncil.co.uk/designer_profile.aspx?Designer
ID=1136 [Accessed:9 Dec 2013].
Christopherraeburn.co.uk. 2013. About | Christopher Ræburn. [online]
Available at: http://christopherraeburn.co.uk/about [Accessed:9 Dec
2013].
Linkedin.com. 2013. Christopher Raeburn | LinkedIn. [online] Available at:
http://www.linkedin.com/pub/christopher-raeburn/24/419/209
[Accessed:9 Dec 2013].
Marketline.com. 2013. SustainableFashion:A Growing Trend | Marketline.
[online] Available at: http://www.marketline.com/blog/sustainable-
fashion-a-growing-trend/ [Accessed:9 Dec 2013].
PORTER, M. 2013. About Us | MR PORTER. [online] Available at:
http://www.mrporter.com/Content/about-us [Accessed:9 Dec 2013].
Redroom.com. 2013. Deborah Lindquist’sBiography| Red Room. [online]
Available at: http://redroom.com/member/deborah-lindquist/bio
Shop.christopherraeburn.co.uk. 2013. Customer service | Christopher
Ræburn. [online] Available at:
http://shop.christopherraeburn.co.uk/pages/customer-service
STYLIGHT. 2013. Discover Fashion Every Day| STYLIGHT. [online]
Available at: http://www.stylight.co.uk/About/ [Accessed:9 Dec
2013].
Victorinox.com. 2013. Heritage - Victorinox Swiss Army. [online] Available
at: http://www.victorinox.com/ch/content/Heritage_page_default [Accessed:
9 Dec 2013].

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