Clothing Brand FMP

1. Research
Bertie Stasiulevicuis

2. CSR reports
• What is a CSR report?
• A CSR, corporate social responsibility or sustainability report is a
periodical (usually annual) report published by companies with the goal of
sharing their corporate social responsibility actions and results.
• https://youmatter.world/en/definition/definitions-csr-report-
important-examples/
• Why is this important to my project?
• For my clothing line – I will be using a CSR report, this is a good way of
engaging a wider audience to purchase my product, if they see that what
they are buying will benefit the environment, people will be more likely to
buy the item.
• I will have a tagline to go along with this, such as 'for every item bought, 5
pounds of plastic will be removed from the ocean'

3. Existing Product
In 2020, Nike used factory scraps and recycled "space
waste yarn" to create the Space Hippie sneakers in an
experimental project to reduce the carbon impact of its
products.
Nike said the shoe is a first step towards employing
the process of the circular economy which aims to
eliminate waste and pollution from manufacturing.
The upper part of Space Hippie, which resembles Nike's
Flyknit design, is knitted from what Nike calls "space
waste yarn". This is made from 100 per cent recycled
material including plastic water bottles, T-shirts and
textile scraps.

4. Existing Product Advertisement
On Nike's website, they make it obvious in big
bold orange letters that the product is made
from sustainable materials, and it also includes
Nikes recycle logo. These are put here because
there are many people who would much rather
buy an eco friendly shoe than just any other
shoe.
In the advert for Nike's Space hippie shoe, they
speak a lot about the use of recycle – able
materials, and how important it is that we use
them.
The brand said that the result "is the creation
of Nike footwear with our lowest carbon
footprint scores ever".

5. Nike CSR report
• Nike spends $25 million on CSR per year, here are a few examples of
where the money goes;
• Commitment to reducing the carbon footprint
• Innovative manufacturing.
• Keeping human voice at the heart of everything it does from
manufacturing to marketing.
• Develop a new palette of sustainable materials.
• Inventing close-loop products.
• Moving to complete renewable energy.
• Diverse workplace and inclusive culture that becomes a catalyst for
innovation.
• Investing and encouraging employees to invest in communities and
markets where Nike operates.

6. Existing Product
In 2019 Adidas created a shoe with the intention
of it being made completely from eco friendly
materials.
The used shoes will be washed and ground up into pellets,
which will then be heated for future sneaker components.
Thus, the plastic pellets can be re-used to make a second
edition, which will then be tested.
a select group of 200 users are trialling the sneakers and
will send it back to Adidas in a few weeks.
Adidas plans to produce 11 million pairs of shoes with
Ocean Plastic By Parley, by intercepting plastic waste on
beaches. The sports brand also proposes to use only
recycled polyester in every product in the future

7. Existing Product Advertisement
On the Adidas website, they
have a certain section made
specifically for the eco friendly
products they sell, this is helpful
as people are more likely to buy
these products.
On this part of the website, Adidas constantly
speaks on the damaging effectts of plastic, and
what their customers can do to help. They also
have additional information on their eco
friendly partners 'Parley' attached to the
website

8. Adidas CSR report
• Adidas uses a medium proportion of eco-friendly materials
including recycled materials, and 5 years ago, it started partnering
with ocean conservation group Parley for the Oceans to produce
a range of products made from recycled waste from the sea. Each
pair of these Ultraboost trainers is made from 100% recycled
material, including 11 plastic bottles! Adidas also uses tanneries
that are certified gold or silver by the Leather Working Group and
has conducted research with industry bodies on the impact of
microplastics.
• As part of its Sustainability Strategy, Adidas has established an
absolute target to reduce greenhouse gas emissions generated
from its own operations, but it has not set a supply chain target.
• Adidas is a step ahead of many other big sportswear brands when it
comes to sustainability.
• https://goodonyou.eco/adidas-ethical/

9. Existing Product
Plastic Bank is a company who create clothes
and bags made from ocean bound plastics.
Plastic Bank has introduced recycling to many places, and they
have built ethical recycling ecosystems in coastal communities to
reprocess the materials for reintroduction into the global
manufacturing supply chain.
Plastic bank have a group of over 21,000
plastic collectors, each of which receive a
premium for the materials they collect to
better help them provide basic family
necessities such as groceries, school
tuition, and health insurance.

10. Existing Product Advertisement
On Plastic Bank's shop,
they include a wide range
of products made from
recycled materials.
On every single product on the site, it includes
these three points which further prove how good
the product is for the environment
This paragraph is also included on
the website, it tells the customer
that by just purchasing this t shirt,
they can do something to help the
environment.

11. Plastic Bank CSR Report
• Plastic Bank has a Social Plastic® Collection Credit system, SPCCs are the
core of all our Plastic Neutral programs, which can be activated by
individuals or organizations of any size.
• 1 SPCC = 1 kg of plastic prevented from entering the ocean.
Plastic Bank shows
the importance and
the impact of
their credit system,
and how it can help
the environment.
Plastic Bank has re-envisioned the plastic
supply chain to create a scalable,
international recycling ecosystem, making
recycled plastic more available to
manufacturers and ensuring that virgin
material has a guaranteed second life.

12. Existing Product
United by blue is a company that uses
recycled materials to make clothes, bags
and other accessories, their aim is to
make an impact on the amount of plastic
in the oceans.
On their website, United By
Blue include a list of the
materials they use, this is
good for the customer as
they can see what their
product is made from, as well
as knowing it is sustainable.
Some of which are even
exclusive materials.

13. Existing product Advertisement
United By Blue has hundreds of
products which are all eco friendly, and
use their exclusive materials – some
products even state which material is
used in the name of the item, for
example 'ecoknit Henley tee'
In the description of the
products, United By Blue
includes what their
products are made from,
which are all sustainable
materials, and nothing in
the clothes has caused
damage to the
environment.
A lot of the products even
include additional
information on how the
fabric is made.

14. United By Blue CSR report
United By Blue have a
system where for every
one of their produts
purchases, they remove a
pound of plastic from the
ocean.
United By Blue speak on why they have created the brand, "Ocean pollution is
undeniably one of the most pressing issues of our time. The overwhelming amount
of plastic in our waterways is polluting our beaches, choking our wildlife and
contaminating our drinking water. We are committed to making a tangible impact, so
we confront ocean trash in the most direct way we know how: by getting our hands
dirty and removing it from the waterways. By mobilizing the community to join us,
we aim to not only rid our shorelines of litter, but also to inspire individuals to live
less wasteful lives."

15. Research Analysis
• What common features do the researched products have?
• All of the products include materials that have been recycled, and include a lot
of information on where the plastic/fabric has come from, they all also include
information on how customers can help the environment, by purchasing the
company's item.
• What aspects of the research will you include within your
own production work?
• I included a slide on CSR reports and advertisement, I will include a small CSR
report, for example something similar to United By Blue, 'for every product
purchased we will remove a pound of plastic from the ocean' I will also make a
website design with specific logos for when the product has been recycled and
can be further recycled, when the customer is done with the product.

16. Audience Research

17. Primary Audience research
• Observation: From conducting my survey on the environment
& fashion, I have found out that out of 20 people, 95% of
them care about the environment.

18. Q1.) Do you care about the environment?
• What this says about my audience:
• This is a good response from my survey, because my whole brand is about
being eco – friendly and saving the environment, so having an audience
that cares for these things also is very helpful.
• How will your product appeal to this
audience:
• As my audience have shown that they mostly do care for the environment,
having the knowledge that the brand can benefit eco friendly ideas will
make people much more interested.

19. Primary Audience research
• Observation:
• Most people don't think of the environment when purchasing their
clothes (70%) and most people who don't were in the 16-17 age category,
everyone 35+ said they did care.

20. Q2.) Do you think ebout the environment when
buying clothes?
• What this says about my audience:
• This is not a great response as my clothing line is made to make people
think of the environment, and what they can do to help. But most clothes
available now are usually not sold with the intent of being eco friendly.
• How will your product appeal to this
audience:
• For the 30% that said they do care, my product will definitely appeal to
them, as they already care and think about the environment – but for the
other 70%, I will need to show further the good things my clothing brand
could achieve if they simply bought one of my products, for example
celebrity endorsement.

21. Primary Audience research
• Observation:
• This shows that most of my audience would rather buy a product that was
eco friendly, which tells me that they mostly know the dangers of fast
fashion.

22. Q3.) Would you be more likely to buy a product if it
was eco friendly?
• What this says about my audience:
• The result of this question shows that my audience cares for helping the
environment, and as my products are eco friendly and they would be more
likely to purchase them.
• How will your product appeal to this
audience:
• This is good from my audience as 75% of people said that they would be
more likely to buy an eco friendly product.

23. Primary Audience research
• Observation:
• Only a small percent of people know about the dangers of fast fashion, so
this could be something that I use to educate more people about, this
could be done on my website.

24. Q4.) Do you know about the damage fast fashion
causes?
• What this says about my audience:
• Although my audience is not massively aware of the fast fashion dangers,
they are still more likely to choose eco friendly products, so they will most
likely be happy to learn about the problems fashion can cause.
• How will your product appeal to this
audience:
• If my audience learns about the danger of fast fashion, they would be
more likely to purchase a product from a company that does things to save
the environment.

25. Primary Audience research

26. Primary Audience research
• Observation:
• Most of my audience said yes, and a few said maybe. I think that if the
product was obviously marketed as one that is eco friendly, my audience
would be happy to pay more for that product.

27. Q6.) Would you be willing to pay more for something if you knew it was
eco friendly?
• What this says about my audience:
• This shows that my audience would be happy to pay more for a product if
it was eco friendly, which is the response which is the most relevant to my
products, as mine are environmentally friendly.
• How will your product appeal to this
audience:
• My product will definetly appeal to the audience in relation with this
question, it tells me that thry would be likely to purchase one of my
products.

28. Primary Audience research

29. Q7.) What do you look for when
buying clothes?
• What this says about my audience:
• From audience responses, it shows that people definitely choose style and
comfort over a how the product is made, yet a few people were still more
intrested in the production and eco value of the product.
• How will your product appeal to this
audience:
• To the few who showed they wanted to know the importance of how the
product was made, they will be happy to purchase, but for the others, I
will make sure the clothes look good style – wise and comfort.

30. Primary Audience research
• Observation:
• Most of my audience is interested in how the product looks and feels, and
a few were more focused on how the product is made.

31. Primary Audience research
• Observation:
• This shows that most of my audience occasionally purchases top name
level brands, yet two people never do.

32. Q8.) How often do you buy products from well known companies such as
Nike, Adidas or The North Face.
• What this says about my audience:
• This shows that my audience is somewhat interested in purchasing
products from big name brands, but a few people do not, which are the
same people who choose to be more eco friendly.
• How will your product appeal to this
audience:
• The few who choose not to buy from big name brands I think will
be happy to purchase a product from my company, but the ones
who usually do not wear clothes which are unbranded, so it may
help if they know how much it can impact the environment.

33. Primary Audience research
• Observation:
• This shows me that the majority of people would not buy clothes from
somewhere where they are unethically sourced, but a few would,
sometimes it is the easier option.

34. Q9.) Would you buy cheap clothes from a shop
even if you knew they were un – ethically sourced?
• What this says about my audience:
• This shows me that my audience would rather buy ethically sourced
products, which are made fairly.
• How will your product appeal to this
audience:
• This will help my products because they are all made ethically and from
sustainable materials.

35. Primary Audience research
• Observation:
• This shows me that my audience has a wide range of how they dress, its
almost equal on every single factor, but not as many people try to keep
than those who do.

36. Q10.) Do you try to keep up with current fashion
trends?
• What this says about my audience:
• This says that my audience is somewhat interested in staying up to date
with the fashion trends, (35% said yes, 35% said sometimes)
• How will your product appeal to this
audience:
• My product will most likely correlate with the answers from this question
because my clothes will be fashionable as well as eco friendly &
comfortable.

37. Secondary Audience research
• Observation:
• This information shows me that many consumers care more about
products lasting longer than they do about fast fashion, the biggest worry
is the single use plastic – which is a common material found in oceans, and
I will take packaging into consideration when I create my products.

38. Secondary Audience Research
• What this says about my audience:
• This shows that my audience is worried about single use plastic and the
damage it can cause to the environment, with this information I can think
about the packaging of my products, and how I can make them more eco
friendly.
• How will your product appeal to this
audience:
• If I think of an idea on how to create a sustainable way of packing and
shipping my products, then it will appeal more to my audience.

39. Secondary Audience research
• Observation:
• This graph tells me what consumers look for when buying clothing
products, and their location.

40. Secondary Audience Research
• What this says about my audience:
• This graph shows me that my audience prioritises quality, comfort and fit
over sustainability, from an eco friendly point of view a lot more people
should care for the use of sustainable materials, and not just if its comfy.
• How will your product appeal to this
audience:
• With this response the lack of people who care about sustainability
will be a problem when marketing my product, but if the clothes
are a reasonable price and comfy then there is more of a chance
that they will purchase the product.

41. Secondary Audience research
• Observation:
• This shows me the main factors of how clothing
products are made and how important they are
to consumers.

42. Secondary Audience Research
• What this says about my audience:
• This shows that my audience is aware of different factors of how bad
clothing production can be, this includes things such as workers not
getting paid fairly, damage to the environment, safe working conditions,
no harm to animals and using recycled materials.
• How will your product appeal to this
audience:
• My product will definitely appeal to this audience, my aim is to include all
the things listed above so that people can feel safe when purchasing my
products, because it is causing no damage to the environment.

43. Practical Research

44. Practical Research Analysis
When beginning my subject research, I started by creating a very simple logo, I got an
image of a wave, and an image of a plastic bottle - I tried to put these two together but
the result was tacky and looked unprofessional. So, I decided to try and create a more
simplistic logo, I created a circle using the ellipse tool on photoshop and then coloured it
blue, and then with the eraser tool, I cut out big segments of the circle to make it look
like a wave – whilst keeping a circular, logo shape.

45. Practical Research
My mockup logo on a range of other products.

46. Practical Research
I practised photoshop tools by creating this image,I used the pen tool on the shape
mode to create the shape, and then fx to create the neon style glow.

47. Practical Research
I created these images on photoshop by getting a picture with a solid colour scheme, and
then used the liquify tool to put them into the patterns they are above. I think these images
will look good on a website, or another form of background.

49. Practical Research

50. Brand Planning

51. Creating a Logo
I created my logo by using
photoshop, to begin with, I
had a very simple design
that I had previously made
but liked how it looked -
therefore I decided to use
it again.
I decided to name my
brand "Beachcomber". This
word fits well with the
company as it is all about
looking at sustainablility
and eco friendly values.
The definition of
Beachcomber is 'a person
who searches along a
shore (as for salable refuse
or for seashells)'

52. Creating a Logo
• After doing more
research on Logos, I
decided to change how
mine looked, I found a
graphic online that I
thought fitted the brand
quite well.
I then used the website
DaFont to find a font that
also fit in with the brand,
and I ended up using this
one.
This is the final logo I will
be using for my brand, this
is what will be seen on my
clothes and other products
I make.

53. Creating a logo

54. Website Colouring
• For my website, I will use the white logo for the main page, and then
under other categories such as clothing or information I will use a different
colour.

55. Slogan / CSR report
To find a slogan for my business, I
found a website which generated
a slogan for you by entering a few
key words, im going to use
"Beachcomber, a cut above the
rest"
I also want to include a CSR
report in my brand, I will
do something similar to
'United By Blue' who
remove one pound from
the ocean every time they
sell a product.

56. Slogan / tagline
This is how my final logo
looks with a slogan, I think
the font used also goes
with the style of the
company.
I thought of a tagline to use for my
company also, this too will be seen
on the website. The tagline reads
"for every item purchased,
beachcomber will remove a pound
of plastic from the ocean"

57. Website Planning

58. Website design
I used squarespace to
create an idea for how
I want my website to
look, I am using the
'Bailard' template, as it
has a home page with
a sustainable message.
Every page on the website
can be customized to make
it look how you want, you
can also add in your own
pictures, so if I was to do
some of my own
photography, I could
include it here.

59. Website design
I will also use the website
to include information
about the company and
the plans I have for it, such
as new items.
With every item of clothing
I include, I will speak about
how the product is made,
this includes where the
materials came from, and
how the item is made.

60. Website design
• The background of my
website will be white, but
there will be a lot of
pictures for different
sections of the website.
On my website, I am going to use both a black and a white
logo for mens and women, but for kids I will use a coloured
logo.

61. Website design
• I decided to look as wix as well as squarespace for my website
design, it is a bit easier to use and you can customise the
pictures on the site more than you can in Squarespace.

62. Font Analysis
The 'Franchise' font is a
very bold font, the capital
letters and black shadow
make it very easy to read,
and the blue logo catches
the eye, especially next to
the white.
This type of font is
commonly used in other
clothing brands as well,
below are some of the
biggest brands that have
changed their logos to
have a font similar to the
one I have chosen;

63. Font Analysis
The Vintage Envato font is
very helpful, especially for
my clothing line, it is not a
typical or common font,
and it has a casual look,
which shows a less serious
side to the brand.
Fonts similar to this one
are very commonly used
with brands which share
the same common themes
as mine, for example, eco
friendliness, sustainable
packaging and benefiting
the environment. Some
brands that use a similar
font are showed below;

64. Photography Planning

65. Ideas for photography
• When I photograph my products, I will do an indoor
and an outside shoot. For the outdoor photography I
will be somewhere very open with a lot of green, for
example a field or around lots of trees. And for the
indoor photography I will use the studio in college,
which has a white and a black backdrop.

66. Models
• When I do my photography in the studio, I will wear
my own items and have photos taken off me, this
way I can adjust the background, lights, where the
camera is placed and the type of shot, for example
close up, headshot or full-length body shot.
• As I will also be taking photos of my product outside
for my website, I will use a model to wear the
clothes, and all the pictures will be taken by me.

67. Location
• My indoor photos will be taken inside college in the
studio, and I will use the equipment in there.
• For my outdoor photography, I am going to take
pictures in and around York.

68. Advertisement Planning

69. Advert
• I will create a short (30 seconds to a minute) clip explaining
my products and the story behind them, such as the materials
they are made from and why purchasing these products can
benefit the environment.
• I will use premiere pro to make this advert and I will have
a look at promo.com as well.

70. Advert
• I am going to film shots of my products outside and inside (in
the studio and the location in the previous slide) some with a
model and some without. Then with these clips I will put
them into a montage and include text, the text will be telling
the viewer about the brand and the impact it can have.
• I will be filming some of the shots on my phone and some of
them on my camera, and then I will export them to premiere
pro.

71. Marketing Planning

72. Social Media Marketing
I am going to have a look at designing social media adverts, platforms such as
Facebook, Instagram and Snapchat all have sponsored sections where ads are posted
by small businesses, I think that designing one of these for my brand will be a good
experiment.
An example of how an instagram story
would look with my brand.

73. Marketing
• I am going to design a business card for my company,
and get a few of them printed off, this is an easy way
for people to discover your brand and find your
name on multiple platforms, as it is all written down
for them already.
Here is an example of how
a Beachcomber business
card might look like.

74. Sustainable Packaging
• I will design a type of sustainable packaging made
with no plastic, but it will also have my brand name
written on it with my design, all the packaging will be
recyclable.

75. Risk Assessment
Photography Studio There will be bright lights in the
photography studio, which can be
damaging to the eye.
Covid As I will need a few models, there may be
some time when there is quite a large
group, but I will try to keep it under 6
people.
equipment The expensive equipment such as cameras,
lights and backgrounds could get dropped,
and if they fall, they could land on
someone.
road As I will be taking photos on a road, there is
a risk of cars.

76. Flat Plans

77. Style Sheet

78. Equipment / Resource list
Equipment
Camera
Studio Backdrops
Studio Lights
Personalised brand t shirt
Tripod

79. Contingency Plan
What could go wrong? What can be done to
prevent it?
What are you going to
do it if it happens?
The weather might be bad
which means equipment
could get damaged and
there will be a slip hazard
Film inside on the days
when it is forecast to rain,
and make sure that all
equipment is covered.
If we are out and it starts
raining, then I will put all the
equipment away.
Work might be lost on
OneDrive
Make sure that it is saved in
multiple locations and
backed up.
If the work is lost, I will
attempt to redo it and find
the original source of all
photos lost, or if it has been
saved somewhere else then
I will take it from there.
The battery on the camera
or phones could run out.
Bring additional chargers
and batteries for the
camera.
If my camera runs out, then
I will take photos and videos
on my phone and email
them to myself.
One of the models could
cancel
Plan far ahead and have the
date set, and make sure that
everyone is available at that
time.
If one of the models cancels
then I will try and work with
just the product, for
example I will get photos of
it outside.
Covid regulations I will plan for only a
certain amount of
people to come out on
one day so that there is
no group larger than 6
I will make sure that
distance is kept between
each individual.

80. Copy

81. Production Schedule
Task Date
Photos of models (outside)
Photos of models (inside)

82. Budget

83. Model call sheet
Name Number Email Location
Scarlet 07572 682100 York College Studio
Jack 07999 713767 York College Studio
Will 07357 853209 DylanMarj@gmail.co
m
York City
Tom 07709 252438 Tomgreen1029@gma
il.com
York City

84. Practical Research

85. T-shirt design
I decided to use a simplistic design for my t shirt. My idea was to have a plain coloured
t shirt (black and white) and then have the logo on the top left, here are some photos I
used for inspiration:

86. T-shirt design
I found a template online of a plain blank white t shirt, I then used this image to design
the initial ideas for my t shirt.
I have two initial logo colours, So I put them on the t shirt to see how they look, I plan
to print these two off for a test, and a photoshoot, then I will also design other t shirts
possibly with other logo colours for children's clothing.

87. Lightroom
I experimented with Lightroom, and I intend to use lightroom for some of my outdoor
photography, it is an easy way to change the brightness of an image and add different
colours, for example if you wanted more purple in the picture you could very simply
put it in.

88. Photoshop Experiment

89. Practical Research

90. Practical Research

91. Bibliography

92. Bibliography
1. Your, Name. (2018) Target Audience Research Survey (conducted on
DATE)
2. Interviewees, Name. (2018) Target Audience Interviews (conducted on
DATE)