Denim - Ethical Re-Branding

1. Ethical & Sustainable Clothing

2. Market Size and Performance
Source: Ethical consumerism report 2010,
2011, 2013
- The ethical clothing market saw a huge
rise in 2008 where the market had
quadrupled in sales according to Mintel's
ethical report in 2009. Since then their
sales have been gradually going down.
- Although tiny in relation to the whole [at
less than 15], major retail players including
Marks & Spencer, H&M, Topshop,
Sainsburys, Tesco and others are
increasingly adding their own ethical
ranges which will drive up sales.

3. Key Drivers
- Consumers are more aware of where their products come
from, due to the bad conditions of the work environment of
the Rana Plaza in 2013.
- Customers want ethical and sustainable clothes that will
last and that the manufacturing was ethical.
- Organic cotton amounts to an estimated 1% of
the global cotton production, of which 2/3 are
produced in India. This is equivalent €3.1 billion
in retail sales per end of 2009.
- In 2009 the market of organic cotton rose by
35%.

4. Market Share
- The ethical clothing market remains an exceptionally low market share holding
just over 1% of the overall apparel market in the UK.
- Despite growth, this remains yet an underdeveloped market, but one with
plenty of potential. Mintel estimates that the total sales of ethical clothing are
currently worth around £175 million (or about 0.4% of total market).
Future of Ethical and Sustainable garments
- The future of clothing will be made up from recycled materials, for example G Star Raw
created made a new product from recycled plastic. These yarns are said to be 400%
stronger. Therefore they are more durable.
- There are more brands using upcycled materials.
- Urban Outfitters are bringing back vintage clothing to reduce the amount of brand new
products being made.
- More brands are using ethical practices in their business plan, for example using more
organic cotton.

5. Key Players
- G Star Raw
- Levis
- Free People
- Nudie
- Monkee Genes

6. G Star RAW

7. Questionnaire – Customers of G-Star Raw
Yes No
Do you shop in G-star raw often? IIIII IIIII
Did you know about their ocean
IIIII IIIII
collection?
Do you think the Ocean collection fits in
with G-star Raw’s brand?
IIIII III II
Did you like the ocean collection? IIIII II III
Did you know about the ocean
collection before entering the store
today?
IIIII IIIII
Do you think other brands should start
collections which are ethical?
IIIII III II

8. Denim

9. Size of Market/Performance
Most popular cut of denim is carrot fit jeans
Diesel is the leader in the premium category, with 9% market share
The UK jeans market was worth £1.9bn in 2012. This is forecast to rise to £2.4bn
by 2017, according to market research company Euromonitor International
Premium jeans are predicted to show the highest rise; these typically range from
£70-£200 in price
Consumers typically either buy numerous pairs of cheap jeans, with a wide range
of styles and fits, or spend a large amount on one branded quality pair
Much of that growth is expected to come from the two ends of the market: the
economy end, which includes retailers such as supermarkets and Primark, and
higher priced labels such as Diesel and G-Star.
Denim jeans have become a necessity and wardrobe staple as it offers comfort
and a longer life span compared to other types of apparel.
www.thegoodshoppingguide.com/ethical-jeans/
www.linkedin.com/today/post/article/20140701092645-69162558-us-denim-jeans-market-report-2014-edition
www.marketresearchreports.biz/analysis-details/us-denim-jeans-market-report-2014-edition

10. This is a product guide to show the social and
environmental records of jean companies.
www.ethicalconsumer.org/buyersguides/clothing/jeans.aspx

11. Key Players
• Diesel
• G-Star Raw
• Levi
• True Religion
• Old Navy
• American Eagle Outfitters
• Wrangler
• Hiut Denim Co.
• Nudie Jeans

12. Market Share
More than half of the denim fabric supplied (in India) is sold to the domestic market.
The domestic market for denim fabrics (in India), is growing significantly. This is due to
increasing popularity of jeans amongst customers.
The branded segment (10% currently) is expected to double its market share in the
next 5 years with existing players expanding and new players entering the market.
www.academia.edu/4054848/Market_Overview
www.lifestylemonitor.cottoninc.com/tag/denim-market-share/
The global jeans market is projected to
reach $56 billion by 2018, according to
research firm Global Industry Analysts,
Inc. In the U.S., the NPD Group
reported U.S. shoppers spent nearly
$16 billion on denim in 2011.
Stretch denim currently has 20% share
of domestic denim market and is
expected to grow 30% annually to
double its share by 2015.

13. Key Drivers
Owners tend to wear the same pair of jeans regularly, wearing them out over time. So therefore customers look for
purchases in bulk for replenishment needs. However, new styles, colours and brands also appeal to the shoppers because
they want to think about the variety in their wardrobes.
People also think about the quality of the jeans, and now days people are more aware of where products come from, so they
want a reliable, trustworthy brand.
The denim market has recently seen a decline in profits due to a lack of creativity, a shortage of innovation, and an
abundance of copied and overdone designs.
Designers and fashion companies are well aware that they dictate trends and influence the customers. However, since the
trends have been so stagnate in the denim industry, buyers have had a hard time finding something new and exciting to
expose to their customers.
www.prweb.com/releases/2014/11/prweb12320393.htm
lifestylemonitor.cottoninc.com/tag/denim-market-share/
www.textilesintelligence.com/tic/index.cfm?repid=TIC5018

14. Trends
~ Patchwork x Distressed Denim
Patchwork and distressed denim are two key trends featured in 2015 shows by: Marques’ Almeida, Hood by
Air, Tommy Hilfiger, and Maison Martin Margiela.
Patchwork for Firetrap’s pieces will be created entirely from offcuts and can be customised by the customer
as to where/how they want their patches. Meanwhile, all denim is made from recycled oceans plastic? (G-Star
Raw influence?)

15. Price/Style Matrix

19. Bought out by
Sports Direct in a
pre-pack
administration
Restructuring
specialists Ernst &
Young to handle the
process.

22. A majority of Firetraps products are made
from 100% cotton meaning they are good
quality durable products however cotton uses
more insecticides than any other single crop.
Nearly $2.6 billion worth of pesticides are
sprayed on cotton fields each year. —
accounting for more than 10% of total
pesticide use and nearly 25% of insecticides
use worldwide.

23. Sports Direct told stockists they couldn't cancel autumn winter 12 orders
after stockist saw sports direct was selling the brand on its own website for
less than the wholesale price. Stockists argued that there was an
agreement that sports direct wouldn't sell the product. However there was
no written agreement meaning a group of suppliers would need to argue
against sports directs oral assurances in court.
The issue did not go forward to court, however stockists are selling large
amounts of Firetrap items on sale possibly getting rid of stock completely,
as a consequence of Sports Direct selling the same products for below
wholesale price as they simply can’t compete.

24. Firetrap – Shop Report
Sports Direct:
Location:
Located half way in-between Tottenham Court Road
station and Oxford Circus.
Firetrap section is located in the womens/mens lifestyle
on the lower ground floor of sports direct alongside other
denim brands and lifestyle brands.
The Firetrap brand isn't promoted when you walk in the
store you have to really search to find it and most of the
firetrap brand is hidden between two walls you have to go
through all the fixtures of other brands to the see the
FIRETRAP logo hanging from the ceiling.
Ambience/Visual Merchandising
• Very bright layout almost over stocked with too many
fixtures filled to the max.
• Firetrap section has no mannequins displaying clothes
all garments are hung or folded.
Key Denim shapes
• Slim fit
• Boot cut
• Skinny fit
Fabric
• Dark denim
• Cotton

27. The Consumer - Men - Women - Kids
The Firetrap brand will remain edgy
and urban, with the new addition
of individuality and ethicality?
The new ethically aware consumer
will have the comfort of knowing
their denim is ethically
manufactured, and sustainable. As
well as knowing they too will be
involved in maintaining the brands
ethical standards, by personalising
their clothing using offcuts as a way
of upcycling.
The consumer will be socially
involved and active with the brands
ethical standards, as they can keep
updated with the brand, and share
their customised pieces through
social networking sites.

28. Questionnaire – Customers of Firetrap/Sports Direct
Yes No
Have you ever heard of firetrap? IIIII I IIII
Did you know about Firetrap
before entering sports direct?
III IIIII II
Do you think firetrap fits in with
sports direct?
I IIIII IIII
Did you like the clothing? IIIII IIIII
Did you get a good sense of the
brand?
II IIIII III
Do you think that their latest ad
campaign was successful?
IIII IIIII I

29. Price Matrix

32. Font: Folio Bold Condensed
Font: Gill Sands Ultra bold

34. Unique Selling Point
We are ethical and sustainable, not only our products but our brand.
Firetrap jeans are all; designed in the United Kingdom, handcrafted in the United Kingdom,
made with materials sourced in the United Kingdom, made from organic cotton, dyed using
natural dyes
Why are our products sustainable?
Our denim is made from 100% cotton which is all organic and sourced in the United Kingdom.
This means that the quality of our denim is higher overall and will last longer. Our jeans are all
handcrafted and all our stitching is reinforced using the strongest organic British cotton. Our
jeans are all designed so that the shapes are classic and timeless. This means that even if the
jeans are 10 years old the shape and wash will look classic. They are dyed using natural dyes so
no chemicals are used. This means that the denim hasn’t been weakened with processes
making it age faster.

35. Repair Service
We offer a repair service which enables you to bring you jeans into our flagship and
larger stores so that they can be repaired by our in store seamstresses. The cost of
this service depends on the repair but ranges from £10 - £30. The repair can take up
from anywhere between 24 hours – 1 week depending on how busy that store is.
You can check online how much your repair will cost by using our search engine by
selecting your jean style, colour and the repair you would like.
Offcuts
At firetrap we want to use as much of the denim as possible. We see it like gold. The
offcuts are going to go to the repairs. This gives the chance for people to customize
their jeans. For example different coloured pockets, bet loops etc. Whatever is left
will then be recycled into other products by other companies.
Saving the planet little by little
∙ We advise our customers to wash their jeans at 30 degrees.
∙ Our buildings are all eco-friendly and they are run by solar panels or windmills.
∙ Our carrier bags in store are all recyclable and biodegradable card.
∙ Our online packaging is made from recyclable and biodegradable card. The boxes
are as thin in shape and the jeans are protected by newspaper on the inside.

36. ESP – Emotional Selling Point
Our products are made from 100% organic
cotton, which is a higher quality as they are
softer, kind to the skin and better for the
environment.
Organic cotton is made from GMO-free
plants. They are grown without any sort of
use of synthetic chemicals like fertilizers or
pesticides limiting the impact on the
environment. In the production of organic
cotton, natural fertilisers are used and not
the synthetic. The crop is rotated and
mixed to encourage biodiversity. So no
synthetic chemicals are used to add to the
ecosystem making it a fully clean
production of cotton.
Traceability
As a brand we want to make sure that our consumers
know where the clothes are coming from, and because
of this we want to make sure that our products are
traceable.
So for when customers buy online they would be asked
to give their email address. This is because then we
would send them an email of where it is being made
from and when it will be finished and delivered by.
If customers were to buy in shop, they would also be
asked for their email address so that they can be sent
their receipt, as-well as information of where their
clothing came from.
We would send them a
receipt by email instead of a
paper one to help the
environment.

37. Logo Design
We chose the colour green for our new logo
because it represents the environment.
Dark past to the bright future.

40. Protection of Brand
Our logo would be Trademark. This is so that it
would not be copied.
We try and stay ahead of other brands
so that we don’t get much competition.
Font: Gill Sands Ultra bold
COPYRIGHT LAW AND INTELLECTUAL PROPERTY PROTECTION:
We make sure that our designs are under the copyright law and
design right, so that we can call ownership on all our designs.
These laws do not apply to the final outcomes but only to the
designs, patterns, shape and configuration (how different parts of
a design are arranged together) of the object, e.g jeans.

41. MENS

42. WOMENS

43. White Paint
Bamboo palm
KOSNIC LIGHTS
Upcycled 5.5 Chair
Hovet mirror back view
with/without mirror
LED lights,
HANGERS
Changing rooms

44. Potential POSTERS?

45. Kosnic lights (spot lights on the shop floor)
• Features
• Save energy, up to 90 % compared with halogen lamps
• Long life of 30,000 hr, 20 x longer than halogen lamps
• Instant start
• Negligible UV output
• LED driver included
Link to LED HOVET MIRROR or we can just use
the hover mirror.
http://www.ikeahackers.net/2013/03/ambilig
ht-enabled-hovet-mirror.html
STOLMEN –side mirror
Mirror with storage unit, white
I chose this mirror to also get the back view
while changing. I took this image from ikea
and it has a storage at the back of the mirror
too but we won’t have any of that in our
changing room.
I like this hanger for light
weight jeans?
Or the one next to it
something fancy to just
showcase different kinds
of jeans style?
How about a
mannequin showing
movement to show
the flexibility of
jeans?

46. Floor Plan