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that can be used as a reference for when youre hard at work on your
plan. The company is a completely fictional organic denim and apparel
company, however, we made sure the industry research was grounded
in real world numbers as much as possible. Lets get started:
Executive Summary
The organic cotton will be sourced from two mills, one based in Turkey
and the other in Japan where it will be transformed to denim and dyed in
natural indigo colors and shipped to our manufacturing and shipping
partner DenimsRUs in LA. Day to day operations are handled through
an office in LA with a second office in New York to be opened in a years
time.
The company has been funded through the two founders, their family
and friends, alongside some private investment.
Our Story
Ill Be Denim is a denim clothing line based out of Los Angeles focused
on bringing the highest quality organic denim wear to North America.
Founded by reputable designer Elena Horowitz and business partner
James Foster in October, 2012 with the duo having gone from a small
basement operation in Elenas home to successfully launching their
online store and scaling their operations.
After both founders worked for several years in the retail and fashion
industries respectively, one thing became increasingly clear to both of
them, the industry is in the midst of a deep moral and ethical crisis. With
cheap labour being continuously exploited with abysmal working
condition overseas and traditionally manufactured cotton using upwards
of 25 percent of the worlds entire agrochemicals consisting of
unimaginable amounts of insecticides and pesticides, Elena and James
decided enough is enough.
The duos vision for Ill Be Denim is simple, fashionable denim wear
made with organic materials thats manufactured locally and created with
the intent to make the fit so comfortable that youll never want to take
their clothes off. To achieve such a grand vision, the company is
committed to providing the best in class customer service in addition to
working with only the most detail oriented local manufacturers and
promoting eco-friendly fashion to the mainstream.
The guiding values and principles for the company are guilt-free
fashion (letting customers purchase high-quality apparel without
shutting out their conscious), the denim is in the details (working with
only the best local production factories), and eco is not a fad, but our
last chance (sourcing organic denim from certified suppliers).
Ill Be Denim is currently selling denim jeans online through its Shopify
ecommerce store shipping primarily within Southern California with
market penetration in New York, another in addition to sporadic orders
north of the border to Canada in Toronto and Montreal. It also currently
partners with two local fashion boutique stores focused on selling eco-
friendly apparel that looks and feels good. The company is laser-focused
on growing its sales and operations as broken down in the two phases
listed below:
Scope out local manufacturers in New York area for quality production
with aim of opening operations for denim jackets as the next product line
and increased delivery within region
The Team
Pair all those facts together and you get a winning combination
championed by Ill Be Denim, provide consumers with organic denim
manufactured locally with an emphasis on designing for fit while also
offering custom fit solutions.
Competition
Hiut Denim - Based in the UK, the company operates out of a small
town known for manufacturing jeans. It currently offers a selection of
organic denim jeans targeted at both men and women, making only 100
pairs a week and resolving to only make jeans
Target Market
With our initial line of slim fit, straight fit, and regular fit denim jeans,
were looking to target the following consumer segment:
Age: 17-35
Fashion Forward: With a keen eye on their day to day wear, these male
and female fashionistas dress to impress
Eco-Friendly: They feel a pinch everything they know their clothes were
manufactured unethically or are aware of the eco-footprint they have by
consuming clothes made with regular cotton
Location: The beachheads for the company will be LA and New York,
however, with the ability to shop online, well heavily promote ourselves
throughout southern California
Marketing Plan
SEO: Our content and blogging efforts will be targeted at having us rank
competitively for keywords like organic denim, organic jeans, and
eco-friendly garments
Paid Search: We will invest in both Google Adwords and Facebook Ads
to take advantage of their PPC services with optimized landing pages for
conversion
PR: We will promote our story, values, and fashion to leading fashion
blogs and print magazines emphasizing our earth-friendly and ethically
manufactured clothing
Business Development: We will actively look for the most popular local
fashion boutiques frequented by our target market that shares in our
values and beliefs
Daily Operations
For our day to day operations, Ill Be Denim has established several key
partnerships that ensure long-term durability and the ability to scale
alongside demand for our goods.
We will source the best organic cotton from two suppliers, one located in
Turkey and the other in Japan which means that their supplies were
produced without the use of any pesticides and was dyed in indigo using
a natural means. Once the shipment arrives in the US, itll be routed to
our production and shipping partner, DenimsRUs located in the outskirts
of LA who the company will work closely with to ensure quality through
regular checks and audits. It is also where the products will ship out of
through an integrated backend system and order processing
mechanism.
The Ill Be Denim office is located on 2029 Century Park East where the
two co-founders in addition to two admin and one sales and marketing
support staff will work out of handling all online order processing and
ensuring the purchase to delivery of their denim products runs smoothly.
Its also where all requests for refunds will be handled in addition to the
future launch of the jean recycling program