While interviewing for Gap Inc.'s Rotational Management Program, I was tasked with building a new brand to add to the company's portfolio and presenting the concept as if I were selling it to the CEO.
In response to this prompt I created the brand REACT, a sustainable footwear, bag, and accessories brand that encourages consumers to REACT, in ways big or small, to preserve and protect our planet’s changing environment. Founded as a reaction to the fast-fashion movement, REACT provides sustainable shoes and accessories that complement your own personal style. Whether you’re slipping into a pair of shoes, throwing your tote bag over your shoulder, or taking out your wallet, you’ll feel good knowing how your accessories are made, where they are produced, and what they are crafted from. REACT's ethicality and transparency make it easy for you to support the environment in style.
To craft this brand, I first conducted an analysis of Gap Inc.'s portfolio of brands, which consists of Gap, Old Navy, Banana Republic, Athleta, Hill City, Intermix, and Janie and Jack. I researched the brands, scoured their websites, and conducted a survey of 40 men and women aged 18-34. I asked participants the following questions about each brand: what kind of brand is X? (check all that apply: general fashion, clothing, men, women, kids, accessories, other), how do you perceive X’s pricing? (1-10 scale from ”value” to “luxury”), and how do you perceive X’s fashion? (1-10 scale from ”basics” to “high fashion”).
Based on the survey data, I was surprised to discover that Gap brands were seldom associated with accessories, even though each of the outlets sell shoes and/or bags. Based on this analysis Gap Inc.'s commitment to sustainable fashion, I determined that Gap Inc.’s opportunity is to venture into shoes and accessories while furthering its core value of sustainability. Shoes & bags are a semi- white-space area for Gap Inc., since their brands are not known for their accessories, yet Gap Inc. can leverage their capabilities to produce shoes & accessories since they already do so. Moreover, consumers seek sustainable fashion, and Gap Inc. has already committed to utilizing recycled fabrics and saving water in their fabrication processes.
This information fueled my brand concept for REACT, but I needed to determine my market. I selected women aged 18-34, as this demographic purchases more apparel than any other generation, spends 2X more on clothes than their male counterparts, are more willing to spend extra for sustainable goods, and one-third of their fashion purchases are driven by sustainability and eco-consciousness. Based on demographic size, spend, and willingness to switch to eco-friendly fashion brands, I determined the market size to be between $8.33 and $12.62 billion.
I moved on to design a product assortment comprised of neutral and versatile shoes and accessories that allow consumers to buy less but buy better. REACT's classic and chic pieces are created to make you look and feel good everyday, no matter the occasion. The shoes and bags transition seamlessly from day to night, from work to weekend, and from casual to dressy. All pieces fit a neutral and pseudo-neutral color scheme to allow for easy mixing and matching. The product line operates on three core principles: eco-materials, ethical transparency, and a sustainable recycling product cycle that promotes cross-purchasing across all Gap Inc. entities.
Finally, I established brand positioning, distribution, promotional, and financial strategies. The DTC brand would send targeted emails, partner with influencers, and host pop-up stores and events. REACT's 1, 3, and 5 year financial plans take into account pricing, cost of goods, promotional spend, and general & administrative costs to ultimately reach 28% operating profit, which is over 3X Gap Inc's current operating profit margin.
Ultimately, REACT’s competitive advantage differentiates it from all other brands. The entire company, brand, and product line is a commitment to sustainability. REACT's focused product offering classic and chic design and neutral and versatile colors. B-Corporation and PETA-Approved 3rd party authentications render the company transparent. The Gap Inc. parent company name offers credibility, authenticity, reliability, and followership. With Atheta's wellness ventures, Gap Inc's experience in digital marketing, and expertise in sourcing, manufacturing, and transporting goods REACT is set up for success! Download full project here:
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