Tri. Luisa Maria Gigler, Lea Stokmaier, Luisa Wetzel

Transcription

1 Tri 1

2 Point of Departure honesty Burladingen commonality 1200 employees TRIGEMA SPORTWEAR & CASUAL WEAR Made % social & ecological in Germany responsibility fair pay confidence good working conditions 2

3 Point of Departure social & ecological responsibility commonality honesty Sub-brand of TRIGEMA good working conditions Co-Branding GREEN & COOL FASHION 100% confidence fair price Made in Germany NO GREENWASHING 3

4 Challenge + = 4

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6 Countries Norway Sweden Denmark 5.2 Mio. inhabitants 80.5% live in urban area One of the world s highest per capital income 10 Mio. inhabitants 86% live in urban area Above average results in the Better Life Index 6 Mio. inhabitants 87.5% live in urban area At the forefront of sustainability 6

7 SWOT-Analysis StrengthES Short distances a reduced carbon footprint Certifications e.g. Cradle-to-Cradle no greenwashing 100% Made in Germany high production standards Opportunities Highest per capita income Focusing on well beings Most sustainable countries worldwide Fair fashion trend Weaknesses More expensive (but still affordable) Depend on long-tem contracts Threats Consumer call for more transparency in the value added chain Fashion has to be sustainable AND trendy 7

8 At a Glance Nordic countries are at the forefront of the global fair fashion trend. TRI has to jump on this trend and make use of it. TRI fulfills all requirements to give their partners a strong and trustworthy quality promise without the risk of greenwashing. Together with our partners, TRI offers affordable, trendy and fair fashion. 8

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10 Differentiation vs. Standardization 10

11 AIM General aim TRI becomes the enabler of a 100% fair fashion production for retailers and designers. Together with our cooperation partners we become the initiator of a fair fashion movement. 11

12 Target Groups Fashion retailers 12

13 Target Groups Small designers 13

14 Target Groups Fashion ConsumerS 14

15 Positioning Global Positioning Tri stands for a flexible high-tech production of fair, fashionable and affordable clothing. 15

16 MEssage Umbrella Message TRI is your trustworthy partner. With its flexible high-tech production site it enables you to produce fair, fashionable and affordable clothing. 16

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18 Creative Idea 18

19 Structure Phase Retailers & small designers 1 Phase Consumer together with retailers 2 19

20 Measures Phase 1: Retailers Noise Floor: Media Relations 20

21 Measures Phase 1: Retailers Media Relations: StorIEs 21

22 Measures Phase 1: Retailers Highlight Communication Trade Fair Open Production Day 22

23 Measures Phase 1: Designers Noise Floor: Media Relations 23

24 Measures Phase 1: Designers Noise Floor: Stories 24

25 Measures Phase 1: DESIGNERs Highlight Communication Fashion Week Open Production Day 25

26 Measures Phase 2: CONSUMERs Noise Floor: Media Relations, Social Media & MicROsite #wearefairfashion 26

27 Measures Phase 2: CONSUMERs Highlight Communication: Social ACTIVATION YOUR OLD CLOTHES 27

28 Action Plan Fall 2016 Spring 2017 Fall 2017 Spring 2018 Fall 2018 Consumer Communication Open Production Day Fashion Weeks Trade Fairs Noise Floor: Media Relations 28

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30 Evaluation Media resonance analysis Clippings Media Coverage Reach Tonality AVE Social Media analysis Shares Likes Comments MICROSITE Visits 30

31 THX 31