Case Study: online retailer, Indelust
Sana Rezwan Sait is the Founder and Creative Director of Indelust – an online shop showcasing a curation of sustainably sourced fashion, art and design by emerging designers, artisans and …
Course: How to Build a Sustainable Fashion Business
Case study: fashion brand Reformation
In just five years, Los Angeles based fashion brand Reformation has become a cult brand for cool girls selling only direct-to-consumer through their online shop and three physical boutiques, one …
Researching your market and competition
How to research your market Ideally, you want to get a sense of the type of customer your product or service will serve and if there is a need for …
Know your market
Watch this video to hear from several fashion entrepreneurs and experts about the importance of finding the right market for your product/service. Before you even think about creating your product/service, …
The Anatomy of a Brand: Positioning, Values and Personality
Clear articulation of what your brand stands for and how this translates for your customers is an essential management tool. It informs many business decisions ranging from the colour of …
Defining your brand purpose and values
Building on what you have already learned this week, ethical brand consultant Sarah Greenaway walks you through the Brand Authenticity Matrix, a handy tool that will help you define your …
Sustainability in Your Brand Purpose
Your brand proposition is a bundle of benefits that the customer derives out of your brand. To help you prioritise what sustainability messages should be included in your brand proposition, …
Analysing future business trends with the PESTLE framework
It is important to understand the wider context of the sector in which you operate, because these trends and changes will affect your business and your brand. The ‘PESTLE’ framework …
Learning from the leaders
Look at the organisations that you admire and whose values and standards you aspire to. They might be an organisation in your own industry or a different industry – the …
The rise of responsible business: Law of Diffusion of innovation
Do you know someone who queued all night to be one of the first people to have an iPhone? Or bought an electric car even though the technology still has …
What is brand purpose?
In a world that’s beginning to question the sustainability of the modern consumerist model, intelligent brands must evolve to remain relevant. Early adopter ‘anti-consumers’ are looking for brands that take …
Getting to know your customers
There are lots of data sources for customer insight, some theoretical and desk based and others practical and experiential. Both are equally important so set time aside for them. Desk …
Identifying your customer tribe
It is human nature to want to belong, and our tribal instincts mean we naturally gravitate to the safety of like-minded people. Identification with a style or an attitude or …
Aligning your personal and business values
Understanding your personal values will help to clarify the situations that you find exciting and fulfilling versus the situations that are stressful and deconstructive. By making choices in life that …
Exploring your personal values
Knowing yourself and the things that drive and energise you is a vital element of running a successful business. It is important to start by exploring your own values, and …