Repurposeful Clothing
My senior year of college I took a Marketing in Business course where the class was tasked with being paired into groups and creating our own unique Pop-Up business plans. Throughout the semester we were asked to create a Product Development Plan, a SWOT Analysis, Marketing Plan and Location Concept Sheet. These plans were then combined into a brief, elevator pitch like proposal which we presented to our class for our final project.
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The Product Development portion of the project set the idea of what the Pop-Up store would entail. The paper discussed how our group created the concept of the store and the basic outline of how the Pop-Up concept. It also included the target audience and location of the store.
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The SWOT Analysis portion of the assignment detailed the strengths, weaknesses, opportunities and threats of the Repurposeful Brand. It is important to list and analyze these characteristics in order to anticipate the short comings and assets of the brand. The SWOT Analysis also assists in creating a competitive advantage against other brands.
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The Marketing Plan included a detailed proposal of how Repurposeful Clothing was planning on marketing its products and brand to consumers.
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The Location Details proposed a retail location for the Repurposeful Clothing Pop-Up shop. It included the address of a location, square footage, price and proposed store layout.
For this project I was chosen as the group leader. I assigned tasks to each of the team members for each section of the project and ensured that each of the group members carried their weight equally throughout the project.
The Repurposeful Clothing logo, created by me.
What is Repurposeful Clothing?
“Repurposeful Clothing” is a unique pop-up store that was created surrounding the goal of minimizing the issue of excess clothing. “Repurposeful Clothing” works to reduce the apparel industry's environmental impact by reworking used clothing. The brand will provide a unique service to its customers by accepting donated/used clothing and repurposing these garments to create new, modernized designs. “Repurposeful Clothing” also provides a commission service where customers can commission pieces made from their old garments. To commission a garment the customer can bring in old used clothing to the store and have a one-on-one sit down with a designer to draft a plan for the garment they are ordering. As an example, if a customer brings in several pairs of old jeans and commissions a top from the brand, designers will utilize the old denim fabric to create the new top.
Repurposeful Clothing’s Mission Statement: To provide a unique way to prolong value from gently used brand name clothing and accessories while helping to sustain the world doing it.
Repurposeful Clothing’s Vision Statement: To contribute to a sustainable society by carefully repurposing gently used clothing and to reduce the amount of clothing in landfills.
SWOT Analysis
What is Repurposeful Clothing?
Repurposeful Clothing will be present on all major social media platforms such as Instagram, Facebook, LinkedIn, and Twitter. Repurposeful Clothing will be active on social media posting content of the store and its products prior to its opening in order to raise awareness of the brand. All accounts will post updates on the opening of the store and the products available in order to increase customer interest. Repurposeful Clothing will pay local Richmond Influencers to post about the upcoming opening of the store.
Repurposeful clothing also plans to host a private event in store for a select group of 50 Richmond individuals. The event will be hosted a few days prior to the store opening. We will invite macro and micro influencers in the Richmond area to the event so they can post about us on their own platforms. Inviting a diverse group of individuals is also important to us as our brand caters to a wide variety of people. The event will be catered by a local Richmond company, there will also be drinks and music.
Below is a video compilation of our final powerpoint presentation for the elevator pitch.