Why fashion is going ethical...

As I always say in my blog a warm come back from Marco.
Today I would like to talk about one trend that is becoming important day by day in all business and in Fashion as well. This trend is the ethical message that the fashion companies are starting to give to the market in terms of production and sells of their products.
From my point of view "Fashion" really is getting the ethical messagem now.
We live in a consumer society, so one of the easiest ways to effect change is through our purchases. I think anyone who watches the new and knows what is going on in the world is becoming more concerned about buying ethically - from the environmental impact of garment production to who made their clothes and the conditions they were working in.
But ethical clothing has also come a long way, too. In the past, it was all about promoting the virtuous message. Now it is much more about style, and the quality like ours encourages bigger manufacturers to take these issues seriously, rather than just feigning an interest.
However "Ethical" fashion is still oinly a tiny part of the vast global clothing industry.
Most shoppers remain remarkably unbothered about where their clothes come from. Lest we forget, throwaway chain Primark is booming.

THIS IS WHY I DECIDED TO CHOOSE “YOOX.COM”

The main reason because I have decided to collaborate with the group YOOX is simple, it is one of the groups leader in Europe and in the world in the distribution of products fashion on the web.
I am convinced that when you must do something that you don't know very well, at least to the beginning is better to be with whom has great knowledge of that business.
In conclusion before showing to you "YOOX" more from near I mean that indeed I believe in the development of this distribution channel for my Strategic Business Unit. Now let's see the profile company of "Yoox".

"YOOX" Profile Company


YOOX Group is the global Internet retailing partner for leading fashion & design brands. It has established itself amongst the market leaders with the Multi-brand stores yoox.com and thecorner.com as well as with numerous Mono-brand stores all "Powered by YOOX Group." The Group has logistic centers and offices in Europe, United States and Japan and delivers in 57 countries in the world.

Established in Italy in 2000, yoox.com is the virtual boutique of multi-brand fashion and design. Thanks to a direct relationship with designers, manufacturers and authorized dealers, yoox.com is an infinite ever-changing source offering rare and innovative styles that are difficult to find in traditional shops. On-going research into new creative possibilities make yoox.com an innovative online space offering exclusive collections by prestigious designers, a carefully selected range of end-of-season clothing and accessories at accessible prices; from vintage collectibles to capsule collections and a unique assortment of books and design.

Launched in 2008, thecorner.com is the virtual space showcasing a selection of artisans and cutting-edge brands for men and women. On thecorner.com, each brand has its own mini-store where the value of image and DNA is raised through its new collections, editorials and exclusive video content.

Since 2006, YOOX Group designs and manages Mono-brand Online Stores for fashion brands looking to offer their latest collection on the Internet. Thanks to years of experience and online shopping expertise, YOOX Group offers its brand-partners a complete solution including a flexible technological platform, innovative interface design, global logistics, excellent customer care and international web marketing.


Online Stores "Powered by YOOX Group":
marni.com, launched in September 2006, now active predominately in Europe, United States and Japan;


emporioarmani.com, launched in August 2007, now active predominately in Europe, United States and Japan;


diesel.com, launched in November 2007, now active predominately in Europe and United States;


cpcompany.com, launched in February 2008, now active predominately in the main European countries, United States and Japan;


stoneisland.com, launched in March 2008, now active predominately in the main European countries, United States and Japan;


valentino.com, launched in April 2008, now active predominately in Europe, United States and Japan;


misssixty.com, launched in September 2008, now active predominately in Europe and United States;


costumenational.com, launched in September 2008, now active predominately in Europe, United States and Japan;


energie.it, launched in October 2008, now active predominately in Europe and United States;


emiliopucci.com, launched in November 2008, now active predominately in the main European countries, United States and Japan;


moschino.com, launched in February 2009, now active predominately in Europe and United States;


bally.com, launched in February 2009, now active predominately in Europe and United States;


dolcegabbana.com, launched in June 2009, now active predominately in Europe, United States and Japan;


dsquared2.com, launched in September 2009, now active predominately in Europe, United States and Japan;


jilsander.com, launched in September 2009, now active predominately in Europe, United States and Japan.

Sales channel

Today I want to mention the sales channels of the brand "Independent". I'm sure, the products are primarily distributed through monobrand concept store.
At the beginning opening up in major European cities. Especially where it is particularly appreciated the "Made in Italy". Our mission also to get the sale of our products through the Internet sales channel. Our goal, to become a leader in the e-commerce sale. This is can be possible through a partnership with an Italian company, based near Bologna: YOOX.
The YOOX is a company specializing in selling fashion products through the Internet channel. The company that competes in the Italian market, initially not many people believe in the success of this reality, but the time given them reason.
Basically, my abject is to make an exclusive partnership with this reality in the British market in order to be able to learn their know-how.

INDEPENDENT or INDIPENDENTE ??!? - Logo and Brand Name

A well back to the blog by Marco.
I hope to hold more 'updated my blog from now on.
First I want to present a draft of our logo, hoping it will be to your liking.


Today I want to describe what are the brand values of "Independent" is essentially about brand identity for my brand, and in the future to compare our values with those of competitors.
I want to start publishing some pictures that may help to better perceive the values of our brand, and especially to understand where it's going 'to be different compared to its competitors.
Before to start i will speak about some doubts I had during this last week I thought that perhaps the choice to give the company an English name is not the best. I think the customers, the target to which the brand wants to go prefer a name brand Italian.
Probably the decision to give the brand a name 100% Italian is the right choice, everything in order to succeed in the best way to manage the communications strategy to be implemented during the launch of the brand.
About this last decision I will ask to my teacher Jon his opinion.

INDEPENDENT - SWOT ANALYSIS

STRENGHT

• “Made in italy” in Fast fashion
• Exclusive style
• Unique style
• Boutique designs
• Good product range


WEAKNESSES

• Relatively new
• Low brand awareness
• Low market availability at the beginning

OPPORTUNITIES

• New market achivied
• "Zara" One of the main competitors are performing a repositioning of its brand
• Increase the brand awareness
• Bric markets

THREATS

• Leader company
• Brand new entry with same marketing mix