2nd part of final group work

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VegetableCashmere_FinalPresentation.pptx

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Companies at all production stages are also committed to reducing the cost of making cashmere products. Today, a 100% pure cashmere sweater is trade-showed at € 17.5. Consumer terminal prices start at around 30-40 Euros. The global cashmere market integrates. With the abolition of global textile quotas in 2005 and the expansion of international market space, the production capacity of cashmere products in developing countries will further release.

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By directly cooperating with the cashmere production areas of Mongolia or China, increase costs, train herders, and sustainably acquire high-end cashmere.

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Soy is rich in protein and has high nutritional value. It can be made into bean products such as tofu and tofu, or it can be squeezed into soybean oil for cooking. In addition to being eaten, soybeans can also be made into fibers and processed into textiles. Soy protein fiber is a type of regenerated plant protein fiber and has been put into practical use. In addition to milk fiber, corn fiber, and colored cotton, soy protein fiber is also one of the current “ecological textile fibers”.

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Soybean protein fiber is not only significant in quantity and renewable but will not cause excessive exploitation of resources. Also, in the production process of soybean protein fiber, the supplemental materials and additives are environmentally friendly. The production generates no toxic waste. The residue left after purifying the protein can also be used as feed, so the manufacturing process is entirely environmentally friendly. Soy protein fiber performs better in terms of physical, chemical, and mechanical properties. Compared with other plant cellulose fiber and animal fiber, soy protein fiber has the most advantages in most attributes.

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kd New York

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Cashmere Industry Cashmere is a rare and rare unique animal fiber in the world, a high-grade raw material for the textile industry, and is known as "fiber diamond" and "soft gold." It is a layer of fine and thick villi that goats grow at the roots of goat hair to resist the cold, referred to as cashmere. China and Mongolia are the world's first and second-largest cashmere producing countries , respectively, and the cashmere output of the two countries accounted for 67% and 22% of the world's cashmere output. Amber

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Industry Trends Cashmere is becoming cheaper and cheaper . Even though consumer demand is expanding year by year, the supply is abundant. The global cashmere market integrates. Amber

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Competitors In general, the efforts of all well-known cashmere brands in the United States in the cashmere industry are limited to increasing the cost in the production process - to produce sustainable cashmere sweaters at high prices. Competitors produce sustainable cashmere specifically base on two aspects: 1. Reprocessed cashmere fabrics, that is, recyclable cashmere. 2. Increasing the cost of cashmere acquisition. Amber

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Ideas Nowadays, the cashmere industry is highly competitive, the global supply chain is highly integrated, the cost is low, and the price is transparent. Our competitors use various means in this market to compress their profit margins in order to reach new customers. Based on this insight, KD launched the Vegetable Cashmere collection. Amber

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Product Overview “If you love the luxurious feel of fine cashmere AND you care about the Earth, you will love Vegetable Cashmere™ by KD New York. As a true plant-based alternative to traditional animal fiber cashmere, Vegetable Cashmere™ is a smart choice for you and for our planet.” Amber

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What is Vegetable Cashmere? After ten years of research, Mr. Li Guanqi, chairman of Huakang Group, developed soy protein fiber. The fiber won the World Invention Patent gold medal. For the first time, an artificial plant protein fiber is successfully developed and industrialized. Amber

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Soy Protein Fiber Soy protein fiber is a type of regenerated plant protein fiber and has been put into practical use Manufacturing process is entirely environmentally friendly Compared with other plant cellulose fiber and animal fiber, soy protein fiber has the most advantages in most attributes: Low shrinkage in boiling water, which means that the fiber is machine washable Pleasant dryness, which ensures comfort and health. Amber

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SWOT Analysis {68D476F6-8C07-4568-BE76-186D44424F52} STRENGTHS WEAKNESSES - Soy protein fiber performs better in terms of physical, chemical, and mechanical properties than other materials. - The idea of vegetable cashmere is new to the US and European markets. - The production process has reached a mature stage in Asia. - Comfort, function, and durability are things that consumers care about most. - Soybean protein fiber is extremely prone to pilling, which affects its look and comfort. - The overall production technology heavily relies on working with tofu manufacturing and laboratories. - The composition ratio of soybean protein fiber to soybean protein is relatively strict, requires a highly elaborate production. -Traditional soybean fiber is relatively yellow and difficult to bleach, which cannot produce snow-white styles. -Soybean fiber has poor heat and cold resistance, therefore cannot be used in extremely cold or hot weather. OPPORTUNITIES THREATS - Soy fiber has shown significant development in the field of high-grade knitted underwear industry. - When blending with different fibers, soybean fiber has a lot of uses, such as cashmere sweaters, pajamas, shirts, evening dresses, underwear, and even beachwear. - Traditional cashmere: since soybean fiber cannot resist extremely cold weather, it cannot fully replace cashmere. - International manufacturers: Soybean fiber was invented in China and has existed for a long time in the China market. Chinese manufacturers may expand their business worldwide. Amber

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Target Audience Women age 25 - 54 Employed with $50K+ annual income Living in metropolitan cities in Northeastern US Instagram users Fashion-forward; follow fashion influencers on social media Shop at department stores Environmentally conscious Dancers and yoga practitioners Amber

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Positioning Statement For the savvy shoppers who care about the Earth , Vegetable Cashmere by KD is the future of sustainable fashion that provides a true alternative to traditional animal cashmere because only Vegetable Cashmere by KD delivers 100% plant-based, soft and silky fibers along with plant proteins that nourish the skin. Amber

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Objectives Marketing Objectives A series of marketing and communication initiatives to introduce Vegetable Cashmere by KD to the savvy shoppers in Philadelphia market and generate sales. Financial Objectives Within 2 years, we are expecting to grow our revenue from $0 to $20M+. Amber

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Communications Messages 100% Plant-based Silky Soft Airy Unisex Athleisure Style Movable Yoga-friendly Hannah Machine Washable Cruelty Free

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Media Strategy Hannah C ommunicating Vegetable Cashmere’s plant-based composition to the environmentally conscious consumers and its silky softness and versatile style to the fashion-savvy shoppers Reaching these segments and anyone in between through multiple touchpoints in their daily life Establishing meaningful relationships with our prospects that can translate into not just brand awareness or social media buzz but also longer customer lifetime value

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Media Mix kd New York Hannah Email Social Media & Streaming Direct Mail Magazines OOH Experiential & PR

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Storyboard Hannah Scene 1: Baby goats wearing Vegetable Cashmere pieces to demonstrate its cruelty-free nature Scene 3: Knitting technology that transforms soybean fibers into luxurious cashmere Scene 4: Models wearing Vegetable Cashmere garments dancing and moving comfortably in a cozy and dreamy setting Scene 2: Close up shot of soybean field - highlighting the 100% plant-based composition

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Social Media Hannah Grow brand awareness through frequent and engaging contents Establish strong brand identity with minimalistic aesthetic and an airy, intimate, intellectual tone Frequent featuring of founder’s talk, testimonial and reviews from customers Behind-the-scene tour of the manufacturing process and ethical standards behind KD’s Vegetable Cashmere

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Email & Direct Mail Hannah kd New York Vegetable Cashmere - Good on You. Good on Earth.

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Online Magazines Hannah Press releases on national and local magazines that primarily focus on fashion and lifestyle Feature on Good On You - a website/ app that rates how ethical and sustainable fashion brands are operating, highlighting on transparent, creative, and innovative production methods kd New York

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Out of Home Hannah Visit us at 2030 Sansom St Geographically targeted Philadelphian commuters travel through high trafficked subway stations near our pop-up shop Provoke curiosity through airy and dreamy imagery Call-to-action: visit our store VEGETABLE CASHMERE 100% PLANT-BASED SILKY SOFT & AIRY MACHINE WASHABLE

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Public Relations & Events Philadephia-based influencers on fashion & lifestyle , sustainability, yoga and dance, LGBTQ+ Exclusive Launch Party Hannah

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Hannah Flow Chart

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B udgeting Hannah

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Decision-making Process Sam Questions to ask: What do I need? Who can help me? Who’s better? Should I purchase it? How did I feel about it ?

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Integration Sam Two concentrations Market segmentation Brand differentiation Four parts Pricing Packaging C ommunication methods Distribution strategy

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Metrics Sam Social Media Volume Reach Engagement Influence Share of Voice Streaming Media Play rate Video play length Engagement (like, comment, share) Email Open rate Click-through Conversion rate Bounce rate Online Publications Number of Readers on the article Conversion rate Search amount after publication Out-of-Home Volume Reach Engagement Influence Share of Voice

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Key Learning Points Revenue and Profit Growth Rate In comparison with competitors and industry benchmarks Cost of Customer Acquisition In comparison with industry average and Customer Lifetime Value Conversion Rate To access the effectiveness of digital marketing channels and contents Sam

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Growth Strategies Sam Expand distribution channels High-end retailers such as Nordstrom, Bloomingdales, Neiman Marcus, Net-a-Porter, etc. Diversification Seasonal products based on geographic areas and regions Viral marketing Special events with unique experiences or competition

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Product Extension Sam Children Wear Lingerie Winter Coat

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Conclusion What makes Vegetale Cashmere a Purple Cow ? Innovative production method: 100% plant-based, cruelty-free Luxurious, silky soft, airy feel like traditional cashmere Added benefits: machine washable, wrinkle resistant, sweat absorbent Timeless and versatile styles for daily wear and athleisure What are the main focus of this campaign? Test launch in fashion savvy, environmentally conscious Philadelphia market Generate initial sales of at least 1,000 items during launch period How are we going to achieve the goals? Utilize a combination of marketing mixes and multiple touchpoints Focus on generating positive word-of-mouth through social media influence and unique experiential marketing Hannah

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Thank You for Listening!

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