“Everybody has to wear clothing,
so you might as well wear
something good for the earth.”
Founder, Alternative Apparel
17. service and
18. price and
Oiseau, the French translation for “bird,” is a contemporary
women's boutique that focuses exclusively on sustainable
and eco-friendly fashion and accessories. Oiseau would be
located in the stylish Fillmore District of San Francisco.
Left: A Fillmore Street shopper
Right: Fillmore Street
Located at 2185 Fillmore Street, Oiseau would take over the
space which was formerly Shabby Chic. At this location, a
major bus route stops nearby, driving traffic. Marc by Marc
Jacobs is across the street, bringing stylish consumers to the
area. Jurlique, a store offering natural cosmetics, is also
nearby, bringing in consumers who are interested in
ecologically friendly products.
Dedicated to creating a demand for organic cotton and socially responsible methods of
production, Loomstate focuses their design approach on their respect for nature. Natural
shapes and colors influence their casual clothing, which is primarily made up of graphic
tees and jeans.
Alternative Apparel focuses on authenticity and comfort. In 1995, the company set out to
create the perfect t-shirt – one that was “designed for fashion, made for comfort, and
tailored for a flawless fit. The company has since expanded to include a multitude of
fashion garments. Oiseau will carry the lined titled Alternative Earth, which focuses on
eco-friendly and sustainable apparel.
Designed by a former sculptor and a fashion industry buff, Prairie Underground creates
unique, earth friendly garments crafted from organic cotton and wool.
The mission of Edun is to help build Africa as a viable source of production for fashion. Founded on
the premise of trade not aid, EDUN is a for profit business that aims to raise awareness of the
possibilities in Africa to encourage emulation. To help achieve this goal, EDUN is investing in the
development of a community-based value chain, beginning with organic cotton.
In addition to providing consumer
with sustainable merchandise,
Oiseau seeks to educate the public
on the eco-conscious lifestyle.
Publications might include Boho,
and Peppermint (from Australia).
Books could include Green Chic,
Eco-Chic: The Fashion Paradox,
and Style, Naturally.
Oiseau will also consider merchandise and clothing that promotes a charity, cause, or social
issue. These items will be considered on a case-by-case basis.
Katharine Hamnett - Enviornmental
Justice Campaign to end illegal
CFDA Haiti Charity Tee – proceeds
are donated to efforts to rebuild
Nahui Ollin - made by impoverished
Mexicans from discarded candy
branding The logo of Oiseau is a green bird. The bird, of course, relates to the name, which is the
French translation. Consumers can also connect the color to the idea of eco-friendly
merchandise, and to nature. The typeface is clean and modern, and is meant to appeal to the
• Bird silhouette cut out
• Branch embossed – convex
• Recycled cardboard
• Bird silhouette cut out
• Branch embossed – concave
In lieu of traditional bags, Oiseau would utilize
reusable shopping bags made from organic
cotton. This would serve to strengthen the
idea of the sustainability, even after the
consumer has left the store.
Reusable Shopping Bag
Oiseau seeks to target young women aged 18-30 who are urban, trend-aware, and of
course, interested in the environment and sustainability. These consumers would
already live in the San Francisco area, and likely frequent the Fillmore shopping
district. The median income of Oiseau shoppers would be in the middle-middle to
upper-middle class bracket.
“Green is getting gorgeous....Heck, even
Wal-Mart just launched a line of T-shirts
made from old soda-pop bottles. That's
because younger shoppers are
finally translating their passion
for purer and more organic foods
in their kitchens to purer and
more organic clothing in their
According to a study conducted by Maritz, a consumer research company, 47% of generation Y
consumers would be willing to pay more for “green” brands. Iconoculture, a market research firm,
has discovered four distinct shopping groups interested in sustainable fashion:
The Living Green
This consumer has embraced all aspects of an eco-friendly lifestyle,
from eating organic foods, buying used clothing from vintage and
thrift stores, to buying garments made from recycled fabrics.
The Core Fashionista
his consumer is ultimately fashion-driven. In a traditional marketing
sense, she would be the trendsetter.
The Walking Green
These are the trend followers. They are often interested in eco-
fashion because they want to belong to a community that they feel is
important. Style wise, these are the early to late adaptors.
The Spending Green
This group is interested in green fashion because that sense of
exclusivity and entitlement are important to her. For her, buying green
Target consumers would be from more affluent neighborhoods in the San Francisco metro area.
Neighborhoods would include Union Square, Fillmore, Marina, and Noe Valley. The “total” number is
comprised of the number of persons who fit the target demographic in the key districts.
8,276 Potential Customers
*According to a study by Maritz, 47% of Generation Y
consumers are interested in “green” fashion.
Oiseau, essentially, has no direct competition within the San Francisco area. While there are
some stores focusing on eco-friendly clothing, none seem to focus solely on contemporary
While this store, located in the Marina district, does carry brands like Edun and Loomstate (only
tops), they focus on higher-priced designer apparel. Being in the Marina district, the store likely
has a higher frequency of Gen X consumers.
Located on Van Ness near Polk Gulch, American Rag does have a relatively similar demographic
to and carries lines such as Loomstate, Levi’s organic, and Tom’s shoes. They also carry a large
selection of vintage items. This store is not focused on eco-fashion by any means, however. It
seems to be purely style-driven.
This boutique, for men and women, is located in Hayes Valley. While, like AR, the store is not
focused on eco-fashion, it has a well-defined, contemporary consumer. Items are on trend or
fashion-forward. Notably, this store has a well-developed e-commerce site.
•Strong brand image
•Entering “green” market during growth
•No direct competition
•Unique store concept
•Limited vendor selection
•Requires highly informed store
•Must be able to sell product on
•No similar stores means difficult to tell if
concept will work
•Concept trumps product
•Can easily expand to include cosmetics,
•“Green” market expected to grow
•Many smaller vendors do not require
large purchase orders
•More brands are adopting “eco” product,
meaning larger selection
•Volatile economic climate
•More stores may carry “green” fashions
if the trend grows
•Little market data
•Many e-commerce sites focusing on
product While key consumers may be interested in trends, it is important that “entrance items,” likely
price-sensitive basics, not be excluded from the product mix. While The Core Fashionista,
The Walking Green, and the Spending Green may be interested in a more fashion forward
item, another Gen Y consumer who does not fit into these groups may not be. She may be
interested in the idea of eco-fashion, but not necessarily be fashion-driven.
Oiseau’s level of service will likely fall under full-service, as it is a specialty
retailer. Associates will not only have to sell consumers merchandise on
aesthetics and style recommendations, but on attributes.
Oiseau will combine traditional elements used in fashion-forward,
contemporary stores, with more organic ones. Associates would wear
current Oiseau merchandise, and likely be given an allowance in which to
purchase new clothing.
45 RPM Opening Ceremony
Pricing will be aligned with stores with somewhat similar demographics, especially where
they pertain to fashion-conscious, relatively affluent, Generation Y consumers. Essentially,
Oiseau will seek to replace items that would normally be offered to this consumer with eco-
friendly ones. The store will focus on products in the contemporary price point.
Oiseau is a brick-and-mortar retail store. There are no plans for a warehouse-type facility,
therefore if an e-commerce site existed, merchandise would come directly from the store
Oiseau will utilize a traditional marketing channel, as merchandise will be purchased from
third-party vendors. The intermediaries used would be company sales representatives for
the selected brands.
Producer Wholesaler Retailer Consumer
advertisements would be places in local
magazines or publication such as Soma or 7x7
a reusable shopping bag would be given to the
consumer to strengthen the idea of sustainability
associated would be required to be well informed
of product attributes as well as industry details
such as why organic cotton is superior, etc.
Point of Purchase
the store will carry books and publications that
inform customers about the eco-friendly lifestyle
the store will utilize social networking sites such
as Twitter and Facebook to inform consumers
about new merchandise, trends, sales, events,
etc. Emails could also be sent to consumers on a
many boutiques host special nights where a
designer or person of interest in present. Oiseau
will utilize this tactic in an effort to gain interest for
the store and to draw in new consumers.
Oiseau will likely be present at events that
concern fashion or a sustainable lifestyle. For
instance, Ethical Fashion Night just took place in
San Francisco. This would have been an ideal
event for the store to be present at.
Slide 1: Video– Alternative Apparel. “I Kind of Love You.” <http://blog.alternativeapparel.com/4ftp/2009/11/
Hornet Inc. artist collaboration. “Here Come the Waves.” <http://www.hornetinc.com/site/project.php?
Song - Yeasayer. “Tightrope.”
Quote - Coco Chanel
Slide 2: Image – Alternative Apparel Lookbook Spring 2010
Slide 3: Image – The Fashionist. <http://fashioni.st/2007/06/jen-fillmore-street-sf.html>.
Google Earth Street View
Slide 11: Quote – Marketing Daily. “Gen Y Demands It: Green Fashion That’s Chic.” Sarah Mahoney. 7 April 2008.
Image - <http://www.timeincnewsgroupcustompub.com/environment.htmll>.
Slide 12: “47% of Gen Y Would Pay More For Green Brands.” Enviornmental Leader. 14 September 2007. <http://
Marketing Daily. “Gen Y Demands It: Green Fashion That’s Chic.” Sarah Mahoney. 7 April 2008.
Image - <http://www.timeincnewsgroupcustompub.com/environment.htmll>.
Slide 13: Image – The SF Style. <http://www.thesfstyle.com/search?q=fillmore>.
Slide 19: Image – Alternative Apparel Lookbook Spring 2010.
Slide 20: Image – Alternative Apparel Lookbook Spring 2010.