Onepercent Store is proposing a partnership with Edun to supply and sell Edun products through their online and offline stores in Korea. They analyzed the fair trade and eco-friendly product market in Korea and identified key issues such as unattractive designs, lack of storytelling, and poor marketing that have contributed to the failure of other companies. Onepercent Store believes that by focusing on trendy and fashionable designs like Edun's collections, telling the stories behind the products well through attractive website design and photos, and targeting the upper-class market, they can successfully promote and popularize fair trade and eco-friendly products in Korea.

1. ONEPERCENT STORE
S E O U L
ONEPERCENT STORE HeadOffice
SEOCHO-GU BANPO-DONG 66-1
COWELL-BUILDING B1 103 SEOUL, KOREA
t +82 10 8120 0210 , +82 10 8839 9051
www.onepercentstore.kr
admin@onepercentstore.kr

2. GREETING
WHO WE ARE
DEMAND & MARKET
WHY YOU
CONTENTS MARKETING & PARTNERSHIP
CLOSING

3. GREETING
03 ONEPERCENT STORE
PROPOSAL
Dear the parties at Edun.
First of all we want to say sorry that we could not see you in person and hand this letter directly.
We are far away from you guys but we feel like you are so close to me. We are two young men
from Seoul Korea and in the process of starting up a business with fair trade and eco friendly
products. Our business name is Onepercent Store and planning to open up an online select shop
and an offline pop up store. This letter is for asking Edun about supplying your products to us
and possibly long term partnership with our business. In this proposal I attached introduction
explaining who we really are, why we chose Edun, analysis of current market situation in Korea
and how we are going to approach to the market.
Best regards
ONEPERCENT STORE

4. WHO WE ARE
04 ONEPERCENT STORE
PROPOSAL
O nepercent Store is an online select shop with
products that carry messages promoting
societal values. We’re highly selective in
choosing our products and only provide fair trade,
eco-friendly, or organic products of high quality.
ONEPERCENT STORE
Instead of highlighting“who”made the product,
S E O U L we draw attention to the“why”and“how”each
product was made.
Focusing on the unique‘story’behind the
individual product, we deliver positive messages
and promote ethical, healthy consumerism to our
ONEPERCENT STORE
customers.
“Your right choice makes a better world.”
ECO, ORGANIC, ETHICAL, FAIRTRADE, THE RIGHT-IDEA We introduce brands from all over the world that
have pure values and right reasons .
All of our products follow a clean, safe, and
transparent manufacturing process and are
offered at a reasonable price due to fair trade.

5. DEMAND & MARKET
05 ONEPERCENT STORE
PROPOSAL
T here have been several fair trade clothing
companies and eco friendly product online/
offline shops in Korea. Except organic food shops
F irst of all and most importantly unattractive de-
signs. I could see some designs are very functional
but they were simply ugly. Especially clothing. Cloth-
and companies every other companies has failed ing buyers in these days are very sensitive to trend
to make commercial profit which ultimately led and designs. If the company cannot satisfy this basic
them to fail benefiting fair trade workers and eco need the products would not be selling no matter
friendly industries. That is why not many people how good the purpose that the products have.
are aware of the existence of fair trade products The common image of fair trade clothing to Korean
even though they have been around in market public masses is very ethnic design oriented (because
for years. many of them are designed and produced by same
I was thinking what’s wrong with their products? people) and far away from todays trend. I want to
Why don’t people buy quality products with prove and reintroduce that fair trade clothes also can
good purposes? So I went through all of their be very fashionable and trendy.
websites, all the pictures of their products. Then I
found following problems.
1. Lack of trend, ugly designs: S econd unattractive website. Looking through
almost all of the Korean fair trade websites I
hardly found one attractive website. Their poor photo
too much ethnic oriented
2. Unattractive website, lack of story telling displays and ugly web designs just make people
3. Lack of marketing including me do not want to buy anything from there.
4. (Mis-)Target market:
should have targeted high end market first and
set them as an example so the general public can
follow them.

6. DEMAND & MARKET
06 ONEPERCENT STORE
PROPOSAL
I mentioned about story telling up on the prob-
lem list but actually most of fair trade websites
have their stories behind the products which I like
but the problem is the stories are not displayed
in a right way. To appeal the readers they should
have done better job on web page designing and
making a good commodity with products and the Conclusion
stories. It should make costumers feel like they are
reading a magazine with high definition pictures Anyway our ultimate goal is to popularize these
and well designed outline. That way their stories fair trade and eco friendly products. But through
that contain good purpose and positive message our research we had to admit that those products
can appeal better to the masses. are not cheap which is hard to appeal to the mass.
Then whom should we target for? People who are
We believe if there is a new message and need to willing to participate this movement, people who
be spread through marketing, the target market can afford these products. We designed the most
should be upper class. We believe upper class is effective marketing model for fair trade and eco
more open to new products because typically they friendly products that can appeal to the people
are more likely to find and put meaning to their and Edun fits perfectly to our plan considering the
action and they are more likely spending. brand’s characteristics and designing. More details
Especially in Korea trend is usually set by upper about marketing methods will be explained
class. at marketing section.

7. How Edun and Onepercent can work together
WHY EDUN 07 ONEPERCENT STORE
PROPOSAL
W e believe that Edun and Onepercent store make such a good har-
mony. We knew Edun’s movement from the beginning when Ali
and Bono launched this brand and watch how the brand grew since then.
When we actually saw the products in person at Corscomo (one of the
retailers of Edun in Korea) in Seoul we instantly knew that this is our
product. The first reason we want to carry Edun in our store is we aim
very fashionable and trendy designs. Looking through Edun’s collection
we fell in love with Sharon Wauchob’s work. We want to let the whole
Edun’s design team that they have done a great job and hope they will
continue to create beautiful designs.
Sustainability and fair trade. Those are the two keywords when we think
about the brand Edun. That is the second reason why we want to have
Edun’s products in our store because they are the exact values that we
want to pursue.

8. MARKETING & PARTNERSHIP
08 ONEPERCENT STORE
PROPOSAL
ONEPERCENT STORE
S E O U L
Partnership Partnership
ETHICAL CONSUMER MARKET
GENERAL PUBLIC
HIGHEND MARKET
Social Network (BTL) Marketing Offline Marketing
- Facebook - Pop-up Store
- Twitter (Total 8,000 followers)
- Blog (Over average 3,000 visitors per day) Celebrity Marketing
- Top celebrity connection
Party Host
- Club Eden (Monthly Party Hosting, Over Media Exposure
average 10,000 visitors)
Designer, Artist Collaboration

9. MARKETING & PARTNERSHIP
09 ONEPERCENT STORE
PROPOSAL
WWW.CULTUREANDPEOPLE.COM
WWW.VIRUSPARTY.COM
W e already have partnerships with two companies to promote our products and Edun. One of our
partners called CNP (Culture and People) is a cultural contents consultant group. They have a
power blog that has over 3000 visitors per day. We already got a promise from them that they will write
a blog entry introducing Onepercent Store and our products including Edun. (we can have them write
a separate entry just for Edun if it’s necessary). They also host a party monthly at club Eden (one of the
biggest and most popular clubs in Seoul) that they are willing to help us to have a store launching (plus
brand promotion) party. When they host a party at club Eden they have over 1000 guests average.

10. MARKETING & PARTNERSHIP
10 ONEPERCENT STORE
PROPOSAL
WWW.JENESAISQUOI.KR
J e ne sais quoi is another partner. Je ne sais quoi is a luxury brands boutique located in Seoul. They carry brands
like Balmain, Balenciaga, Chanel, Hysteric Glamour, Bell&Ross and so on. The main marketing method they
are doing is celebrity marketing. Lots of celebrities shop at Je ne sais quoi first because they like je ne sais quoi’s
selection and the management team at the shop has personal connections to many celebrities. When we show
them our catalogues, the products we will carry, they gladly accepted partnership with us and promised to make
a section for Onepercent store in their shop (shop in shop concept). We also think about open a pop-up store
collaborating with Je Ne Sais Quoi. We think this place (either shop in shop or pop up store) is the most suitable
space to advertise and display high-end clothing like Edun. Several major fashion magazines like Vogue Korea
have interviewed je ne sais quoi. So we also expect media exposure through partnership with this boutique.

11. MARKETING & PARTNERSHIP
11 ONEPERCENT STORE
PROPOSAL
Pictures of JE NE SAIS QUOI

12. CLOSING
12 ONEPERCENT STORE
PROPOSAL
E dun is a fair trade, eco friendly brand but at the
same time Edun is very high-end luxury brand.
Because of its uniqueness we think we need various of
marketing approach. We will use SNS and social mar-
keting through influential blogs and hosting a party
to spread Edun’s story and value as well as our store.
At the same time we will market high-end group
through luxury boutique like Je ne sais quoi where
trendy people and celebrities gather. We think those
upscale people are actually more open to new ideas
and good purposes so this collaboration will create
good synergy.
This proposal explained why we want to carry Edun
and why Edun can suite to our store so far. We also
explained how we are going to approach to the target
market and marketing methods. If you need further
information about our partnerships or us please let us
know. Thank you for your time.