ECOALFGROUP C

Customer Perception InsightsCURRENT PERCEPTION

• Recycled (questionable quality)• Technical (PET process)• “One man’s trash is another’s treasure”• “Trash is useful”• Fashion• Powerful concept• Lookbook

DESIRED PERCEPTION• Upcycled (high quality)• Simple, easy to understand• Treasure. Period.• “Be an environmentalist”• Sustainable Fashion• Great online shop and products

– E-commerce• Revolutionary

DESIRED POSITIONING• Fashionable

• Environmental/Upcycled• Responsible/ “Soul”

COMPETITION

WHAT’S NEXT?• A trendy and fashionable clothing store, which uses upcycling, and is

enviro-friendly• Make people see the powerful concept of Ecoalf• Make Ecoalf a synonym to upcycling

UPCYCLED CLOTHING• Nau• Looptworks

ENVIRONMENTAL INITIATIVE• G-Star Raw• Modavanti• Tonle

FASHION• Zara• Mango

STAGES TO FOCUS ON

• The concept is new, therefore there should be a lot of exposure (Upcycling)

• Use already existing collaborations to our advantage (Apple, Vogue, SEEK Berlin, etc.)

• There is an overall lack of awareness to this new market and the product.

AWARENESS CONSIDERATION

• Create a community around upcycling to attract customers

– Ride the environmental wave– Stimulate a desire for people to

be more conscious

• Improve the way customers interact with the brand

• Brand ambassadors – Will.I.Am

SEO•Two types of content: “Process” and “Cool product”

• Keywords: fashion and eco aspects, upcycling, sustainable , recycle, repurposed, garments, urban clothing, trendy clothing

• Link Building: Referrals through green and eco friendly websites and blogs, fashion and clothing websites

• More articles in other sites (like they did for Vogue Spain).

• Advertisements related to keywords: Hipster, trendy, urban, fashion, upcycle, recycle, environmental, new products, organic clothing

• Using CPC because we’re looking to improve high bounce rate from 48%

PPC

DISPLAY• Environmental

Magazines/ Websites • Fashion Bloggers• PETA websites• National Geographic • Hiking / environmental

outdoor activities websites

What?•(General ads like Make a difference with a Jacket ect,.)

•Because there is no planet B, click for planet A

• Reposition of items on landing page

• Smoother transitions from page to page; making it easier to navigate

• Connect blogs to main website

• Make images bigger (zoom in, zoom out) feature to show clothing

• Increase 3-minutes on site time

• Highlight Sales and make outlet page more understandable

WEBSITE SOCIAL

MEDIA• Be visible on all social media networks

• Content developmentcommunity building

initiativesupcyclingimpact on societycontent on events,

conferences• Community affiliation

strong common interest

• Use customer influencers to build social community