FINAL PACKAGE

Madison Holloway + Grace Levens

Fall 2021
 VISION – PAGE 3
PROOF OF NEED + MISSION – PAGE 4
VERTICALS – PAGE 8
AUDIENCE – PAGE 14
PERSONAS – PAGE 23
COMPETITION ANALYSIS – PAGE 26
DIGITAL + SOCIAL STRATEGIES – PAGE 32
REVENUE STREAMS – PAGE 42
DESIGN – PAGE 50

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GOOD KIDS makes sustainable fashion accessible
and enticing to Gen Z. We believe the future of
fashion is intersectional, genderless, body-
positive, and most importantly, treats people and
the planet with respect. Our online magazine is
dedicated to publishing stories that build
community around a shared love for fashion and a
commitment to its bright future. There are plenty
of fashion magazines, but none that address the
interests of Gen Z, a group that is working to
save the environment and make fashion uplifting
for all.

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PROOF OF NEED + MISSION

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Proof of Need

No digital magazine is currently focusing on sustainable fashion for all and the future of
our planet, aside from GOOD KIDS, but research supports Gen Z's strong interest and
investment in sustainable fashion.
543 million google results for “sustainable fashion”

#sustainablefashion on Instagram has 12,931,471 posts

Tiktok with 1.3B views on #sustainablefashion and 2.6M views on

#sustainablefashiontips

Facebook, 208K people were posting using #sustainablefashion.

Pew Research Center reports that 69% of Gen Z felt anxious about the future of the
planet following the most recent time they have viewed content that addresses the
issue of climate change[1]
Gen Z is likely to make their purchase decisions based upon principles and values
including social, personal, and environmental. Most Gen Z shoppers prefer to
purchase from sustainable brands and are willing to spend 10% more on products
that are sustainable[2]

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Mission Statement

GOOD KIDS makes sustainable fashion accessible and enticing to Gen Z. Our online
magazine is dedicated to publishing stories that build community around a shared love
for fashion and a commitment to its bright future. This is a magazine by Gen Z, for Gen Z
which means we're here because we care. We don't have to force relevance or
connection, which allows us to maintain a friendly voice as we share new perspectives
with our readers. The editorial focuses on educating our readers on news related to
sustainability in fashion, offers tips for shopping and styling, and features interviews and
opinions from relevant influencers and designers. We pride ourselves on high-quality
visuals and an eye for detail as well as a commitment to diverse representation across
the board - from models to columnists.

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Editorial Goals

We are a tastemaker for Gen Z fashion from all levels of income, gender, and body type.
We will encourage people to educate themselves on current issues and make more
ethical fashion choices on everything from shopping to influencers and brands they
support. We are a platform and community for powerful voices and artists in the
sustainable fashion space
[1] Pew, https://www.pewresearch.org/science/2021/05/26/gen-z-millennials-stand-out-
for-climate-change-activism-social-media-engagement-with-issue/
[2] Forbes, https://www.forbes.com/sites/gregpetro/2021/04/30/gen-z-is-emerging-as-the-
sustainability-generation/?sh=434de6b68699

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VERTICALS

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GOOD KIDS will feature four verticals with content and stories including features,
educational articles, Q&As, interviews, shopping, and styling tips.

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SHOP: Features related to our favorite sustainable brands and pieces, designers, and
links to purchase items straight from the story.
These Jeans Were Made for Walking
Top five places you need to shop for the best-value ethical denim so you can "dress
like you mean it" this fall season.
Sustainable Starter Kit: The 6 Pieces You Need in Your Closet
These "must have" items are easy to thrift and are the best basic pieces you needto
create any outfit.
Thrift Crush #001: Our Readers Share Their Favorite Finds
Thrifting takes a lot of skill and a little luck. Check out these swoon-worthy finds.

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LEARN: This vertical will educate and pique the interest of our community. It includes
articles and stories about the current state of the environment and supports the
importance of ethical and sustainable products.
What The Climate? We Break Down the United Nation’s Most Recent Climate
Report
International Panel for Climate Change (IPCC) reports are confusing, but we're here
to help! Maybe it’s not all doom and gloom…
Machines Don't Make Clothes (Real People Do)
Garment workers around the world are being exploited in order to keep up with
changing trends. We follow the day in the life of an average garment worker to show
the conditions they face.
There’s Plastic In My Clothes?
Miniscule plastics from our clothes travel into the water supply. Learn how you can
minimize the spread.

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STYLE: This vertical will provide styling tips and ideas that are inclusive to every body type,
income and gender.
Home Room: We Asked Our Readers to Show Us Their "School Uniform"
Dressing to impress isn't always easy, but our community is crushing it with their
everyday school fashion.
How To Style A Micro -Trend...After It's Gone Out of Style
Micro-trends are speeding up the fashion trend cycle, which if we're not careful, can
increase fashion's negative effects on the climate. Here are a few ways we're still
wearing our not-so-trendy pieces.
Layering Diaries: Stripes, Florals, Gingham, Oh My!
There's no right way to do it, but we've got a few ideas for you to try. Here are 5ways
to layer up your patterns to get the most out of your clothes.

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VOICES: Features including opinion pieces, Q&As, and interviews with influencers and
other notable voices within the fashion community.
You Asked and We Delivered: Q&A With Influencer Venetia Falconer!
We sat down with the YouTube and Instagram sensation to talk about vegan food,
her favorite sustainable brands, and minimalism.
READER OPINION: "Note to Sustainable Brands: Please Ditch The EarthTones"
What's an ethical maximalist to do when sustainable brands only sell neutrals?

In The Shop: Interview with Sustainable Knitwear Designer Katie Jones UK-
based designer Katie Jones breaks down a day in her life and recommendssome of
her favorite ethical designers.

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AUDIENCE

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GOOD KIDS aims to connect with readers by creating an inclusive environment for all.
Our target audience consists of "woke" members of Gen Z from ages 13 to 23, who have
a passion for fashion, while still caring for our planet and all the different people onit.
GOOD KIDS is the only magazine that is currently creating a community of conscious
consumers who are fashion-forward and inclusive members of Gen Z. We capitalize on
sustainable fashion and hope to educate, entertain, and urge our audience to "dress like
you mean it." Our goal is to be a resource from styling to learning about sustainable
fashion. We strive to create an impactful community of young people.

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Demographics:

Ages: 13-23

Income: Middle class to upper middle class (50k - 140K) but inclusive of all (30k-150k)
Gender: Inclusive to all
Education level: Middle school - College
Location: United States

*Since our audience is younger, their “income” is actually their parents’ income.
However, as stated in the proof of need section, Gen Z has a lot of buying power and is
willing to pay more for ethical products.

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Psychographics:

GOOD KIDS' readers are aware that the clothing they choose to purchase has a direct
effect on our environment. We provide tips and guidance to assist our community in
their purchase decisions as conscious consumers. 70% of Gen Z consumers report that
they try to purchase products from companies they deem as ethical, and we support
thisbehavior by providing shopping and styling ideas using products from ethical and
sustainable clothing brands.
Source: McKinsey & Company

Conscious Consumer - Our readers are informed members of society and they are
actively working to create change and better the world around them. Gen Z is
extremely passionate about our environment and hopes to create a brighter future
for their children. They continue to educate themselves about the ethics behind
brands and are willing to spend their money on sustainable products.

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A great way for us to gain our audience's attention is through their love of fashion. Our
readers have a strong appreciation for clothing and the brands they give their money to.
According to Business Insider, Gen Z has a spending power of over $143 billion. This
means that retailers are working hard to appeal to this generation of spenders. Gen Z
loves clothing and with their entire life on social media, they want to dress to impress.
Source: Business Insider

Fashion-Forward-Artistic and clothing-loving, each member of our audience enjoys

the time they spend developing their personal style. While others may be reluctant
to step out of the box, our readers are never afraid to make a statement with their
clothing and are always open to trying something new.

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A qualifying attribute of our audience is their nature to be inclusive. Because Gen Z
spends so much time on social media, they want to feel represented and stand up for
those who are not represented enough. In fact, 76% of Gen Z feels inclusion and
diversity are important for brands to address. Our magazine prioritizes these topics and
capitalizes on content for our diverse community of readers.
Source: Campaign

Inclusive- Gen Z is THE generation of good kids. Our audience says no to

gatekeeping and comes together to share new and innovative ideas for all. Whether
it's the next best app for thrift shopping or the newest sustainable brand, our
audience wants to make sure everyone has access. Our readers are strongly
engaged in building a diverse community that is welcoming to all identities
regardless of income, gender, body type and everything in between.

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Technographics:

View of the internet

58% of Gen Z can't go more than 4 hours without Internet access before they
become uncomfortable
56% of Gen Z is friends with someone they ONLY know online.64% of Gen Z say
they are constantly connected online and

57% feel more insecure without their mobile phone than their wallet.
Source: Business Wire

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Gen Z online uses (how/what)

Activities (percentage of Gen Z that does each)67% finding info

55% filling time/browsing

50% finding inspiration

45% researching products

3 in 4 Gen Zs agree that it’s important to stay in touch with what’s going on in the
world.
77% It is important to be well informed about things

Devices

Gen Z say their mobile is the most important device to get online — more so than
other generations.
77% say they visited a news website in the last month on mobile vs 42% on
desktop
79% shopped online via mobile vs 56% on desktop
Source: GWI Report

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With whom/where they are engaging

On social media channels TikTok, Instagram, Snapchat, Youtube, Twitter, Pinterest,

Twitch, WhatsApp, Reddit
Source: Pew Report via USA Today

Where are they getting info/ads

Info on Twitter, Instagram, Youtube, news apps + podcasts, sometimes news from
website
Targeted ads on Instagram, Twitter, Youtube, Pinterest
Influencer Marketing on Youtube, InstagramPodcast ads on Spotify, Apple Music

What Gen Z expects from brands' online activity/presence

65% of Gen Z goes to the Internet for access to entertainment

82% of Gen Z trusts a company more if the images they use in their ads are ofactual
customers
72% of Gen Z is more likely to buy from a company that contributes to social causes

Social media sites like Instagram and Tiktok are pushing Gen Z to discover more
online sub-communities, companies, etc.
Source: Business Wire

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PERSONAS

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Photo Source
Markus, 20
Savannah, Georgia

Markus is a junior at Savannah College of Art and Design (SCAD). They study sculpture
and are passionate about sustainable fashion. They grew up in an upper middle-class
suburb of Georgia and have always been creative. His parents are a lawyer and a
professor and have encouraged his unique style and passion for art and activism.
Markus found GOOD KIDS from a popular Instagram post being shared among their
friends. Markus is non-binary and loves to see a fashion magazine that believes clothing
is genderless. They believe everyone should wear whatever makes them feel confident
and GOOD KIDS empowers them to do that.

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Photo Source
Annika, 16
Boston, Massachusetts

Annika is a high school sophomore. She lives in a diverse city environment with her
single mother who works as a teacher. Outside of school she plays volleyball and works
at a thrift store with her friends. She loves sustainable fashion and spends her
weekends finding new thrift stores with friends. She's active in the fashion community
on TikTok and was introduced to GOOD KIDS from her "for you page." Annika loves
GOOD KIDS' styling guides and finds the explanations of current events related to
climate change helpful. She's frustrated with the lack of environmental education in
public school and GOOD KIDS provides a community of teens who are passionate about
caring for the earth.

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COMPETITION ANALYSIS

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GOOD KIDS has no direct competition because we are producing unique content for
Gen Z. Our readers do not have a definitive source of information for sustainable fashion.
People visit blogs and zines to seek out information and styling ideas, proving there is a
need for the content we provide. While our readers might also read similar fashion
magazines such as Seventeen Magazine, Teen Vogue and Cosmopolitan, theircontent
differs from the world of intersectional, genderless, body-positive and sustainable
fashion that is showcased in GOOD KIDS.

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 Seventeen Magazine is an American teen magazine that is based in
New York City. After 74 years in print, Seventeen shifted to digital-
first. They also have publications all around the world. They publish
content bi-monthly with issues regarding fashion, pop-culture, and
beauty. They strive to promote confidence and entertain young
women.

Mission: According to their media kit, they are “delivering data-driven service and
endless inspiration to a generation of change makers and socially savvy go-getters.”They
say that “across all platforms, our content is laser-focused on delivering guidance for
teens as they navigate the tricky (and magical) milestones, changes and challenges they
experience during this defining period.”
Mode of distribution: Digital and formerly print

Verticals: Advertise, Celebs & Entertainment, Fashion, Beauty, Love, Life, Health,Prom,
HERE, Voices of Change, All Videos, All Quizzes, Trending@Seventeen, Seventeen
Fashion Expertise, Follow, Win
Website domain: https://www.seventeen.com

Parent company: Hearst Corporations

Source: Seventeen

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 Teen Vogue is an American magazine for teenage girls and is a sister
publication to Vogue. Formerly a print magazine, Teen Vogue is now a
digital-only publication. Teen Vogue says, they are the latestsource
on a wide variety of topics including fashion, beauty, celebritystyle,
teen issues, videos, and interviews. They strive to enlighten, educate,
and empower young people.

Mission: According to their media kit, “Teen Vogue is for the young and unapologetic.
We create groundbreaking narratives that are authentic and inclusive for young people
hungry for representation and gripping opinions. We aim to disrupt the conversation by
educating, enlightening, and empowering the next generation with every step we take.”
Mode of distribution: Digital and formerly print

Verticals: Style, Politics, Culture, Identity, Summit, Shop

Website domain: https://www.teenvogue.com

Parent Company: Condé Nast

Source: Teen Vogue

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 Cosmopolitan, formerly titled The Cosmopolitan, is an American
publication focused on fashion and entertainment for women. It is
published monthly and is based in New York City. Hearst Corporation
says, “Cosmopolitan is the biggest young women’s media brand in the
world.” They deliver news on fashion, beauty, relationships, and work.
They strive to reach fun and fearless young women.

Mission: Cosmopolitan’s media kit states they are “always encouraging young womento
think differently about themselves. To embrace their quirks and flaws. To celebrate
their individualism. To unapologetically live life on their terms.”
Mode of distribution: Digital and print

Verticals: Subscribe, Exclusive Reads, Celebrities & Entertainment, Beauty & Style,Sex
& Relationships, Astrology, Lifestyle, Food & Cocktails, Travel, Politics, Video, Social,
Shop, About Us, Win
Website domain: https://www.cosmopolitan.com

Parent company: Hearst Corporation

Source: Cosmopolitan and Hearst

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Points of difference

While the primary audience of these other fashion magazines is young women,
GOOD KIDS caters to an inclusive and wide variety of audience members.
GOOD KIDS provides styling tips and fashion ideas that are genderless and
intersectional.
While these other fashion magazines provide content regarding information on
sustainability and sustainable fashion on occasion, GOOD KIDS provides ALL things
sustainable fashion.
Each of these magazines has wide verticals and their content spans many different
topics, but GOOD KIDS has a clear focus on Gen Z and their passion for fashion and
sustainability.
Our publication encourages conversation within the Gen Z community and allows
our readers to connect and share their ideas for others to see.

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DIGITAL + SOCIAL MEDIA
STRATEGIES

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Our digital and social media strategies are designed to target the needs of Gen Z and
pique their interest. At GOOD KIDS, we know Gen Z value social media and videos, so
we have focused on creating content that will be appreciated by this generation of tech
savvy and creative people. We also know the importance of designing a website curated
to read on mobile devices along with a desktop version.

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Website

GOOD KIDS is a digital-first publication. That means that we have a dedication to

keeping our website up-to-date, user-friendly, convenient, cost-efficient, and most
importantly sustainable. Our Squarespace site will not only read well through its
desktopversion, but we understand the importance of taking our publication
everywhere our audience goes. Therefore, we have designed our digital-first publication
to look just as polished on mobile devices. While the content on our website will be
exactly the same on both the mobile and desktop versions, the mobile version is
designed to fit all iOS and Android devices. Our goal is to create a hassle-free and
seamless experience from our homepage to the menu that displays each vertical. The
GOOD KIDS website also features a section for readers to submit any of their questions
or comments for the content they want to see and learn about. We are a community and
the best way to make our website feel like home is to make it a comfortable and
accepting space for all.

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Videos
Gen Z loves video content and at GOOD KIDS, we know it’s important to keep our
publication entertaining and informative. Our video strategy is not only to be prominent
across the major social media platforms utilized by Gen Z, but we also integrate video
content into each of our verticals. Our videos include interviews with fashion experts
and influencers, styling tips, product reviews, educational videos, and podcasts. Our
videos are posted as clips onto social media platforms such as Instagram and YouTube.
Our Instagram bio will provide the video links for audience members to access all of our
video content via our YouTube and website. GOOD KIDS loves our community, so we
also integrate videos sent in from our viewers including testimonials and their very own
styling videos. We strive to post content that our audience wants to see, so we are
always listening to our community of creatives to offer video content based on their
wants, needs and ideas. The tone of our videos will be friendly and informal as we
consider our community of GOOD KIDS to be family.

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Social media

GOOD KIDS speaks to a Gen Z audience who is primarily active on social media
channels Instagram, Snapchat, Youtube, and TikTok. Our magazine focuses on engaging
with our community through Instagram, TikTok, and sometimes YouTube. Wealso
moderate a Slack group that allows our community to connect with each other overtheir
different interests

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Instagram

Instagram is the most popular social media channel among Gen Z and is the easiest
place to share a variety of media formats, so we spend most of our energy here. Our
profile is a place for new people to see what we're about, for our followers to get sneak-
peaks of the content on our website, and for anyone to engage with the magazine
directly - through polls, q&a sessions, and calls for submissions. We often do "reader
profiles" to showcase the fashion and interests of our community, as well as post
infographics, videos, and quotes to inform and inspire our audience.

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TikTok

TikTok is another extremely popular social channel among our audience. This channel
has similar content to our Instagram, but on TikTok we like to participate in trends to
geton more people's For You Page and gain exposure. We also like to use TikTok to give
our followers some behind-the-scenes content about how the team builds the
magazine. Having our team speak directly to the audience on TikTok helps us engage in
a friendlyway and minimize the hierarchy between creator and audience.

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Youtube

On YouTube, we focus on longer videos like informational explainers about various

issues related to sustainable fashion, interviews with experts, industry leaders, and
influencers, and styling how-tos. Because these videos take longer to produce, wearen't
as active on YouTube, but like to produce at least one longer video a month.

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Slack

Our slack group is like a not-so-exclusive VIP club for our community. Anyone is
welcome to join but we have strict rules for participation to keep the space friendly and
inclusive for everyone. Slack is a messaging platform that allows us to host
conversations in various "channels" about topics like sustainability tips, thrift-finds, and
our favorite books. We also have a channel for general magazine updates to send calls
for submissions and it's another place for the editorial team to share our favorite stories
or behind-the-scenes info. Because our magazine is so community focused, it is
important to us to have this space for open discussion and to bounce ideas around with
other Gen Z fashion + sustainability enthusiasts.

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REVENUE STREAMS

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Advertising

Sustainable clothes are known for being expensive and only offered in neutral colors.
Our magazine is debunking this myth for our captive Gen Z audience. GOOD KIDS will
attract advertisers easily as we are the only sustainable fashion brand speaking directly
to this demographic - a group of consumers these brands can't normally reach. GOOD

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Categories of advertising

Clothing and beauty: our readers want recommendations of products we've

researched and verify as sustainable + ethical + good quality. For example,Girlfriend
Collective active wear or MadHippy Beauty.
Thrift brands: for readers who want the thrill of finding a unique item + supporting
small business + buying used is always better than buying new, even if it's
sustainable. For example, Depop or NuulyThrift.
Influencer and individual thrift sellers: exposing our readers to tastemakers +
knowledgeable voices in the sustainable space that they can relate to. For example,
influencer Jenny Welbourn or Depop seller Pascale Davies.

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Affiliate Marketing

All affiliate marketing will live in the “Shop” vertical and will consist of two types. In the
form of editorial, we will review and promote products from large clothing and makeup
brands that have lots of inventory so that many people can click the link and buy the
product. We will choose brands whose products fit our audience's needs and style. For
example, we might write a story about our favorite sustainable denim and feature
affiliate links with Madewell, Everlane, Reformation, and Levis.
The second place affiliate links will live is on a separate product recommendations page
with all the links to the items we've talked about in articles. This way, we can earn more
money from affiliate partnerships because they won't only be hidden in past articles,
butalso can be easily found on the product page. Readers can browse, search, and filter
the items on the recommendations page as if it were our own marketplace. Plus,
readers will be more inclined to buy those items because they have earned our editorial
stamp of approval.

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Banner and Inline advertising
We will sell ad space to thrift brands and to influencers or individual sellers on those
platforms. Re-sale or thrift platforms sell one-of-a-kind pieces, so we can't use affiliate
links, but we can help them gain exposure among our audience. For example, we might
sell a banner ad to ThredUP or influencer Venetia Falconer to help them gain exposure.

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Paid Subscriptions

Readers of GOOD KIDS will have access to five free articles a month and then will be
asked to subscribe. Subscribers will have access to the full site as well as access to
special features such as a Slack group chat + exclusive articles + a free tote bag when
you join + first access to event tickets. Subscriptions will cost $5/month.

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Products, Services, and Events

GOOD KIDS will host online and in-person events at an affordable price (under $10 with
additional option to donate). Events like zoom conferences with industry leaders,
climate researchers/activists, influencers, partnerships with brands to do styling/talk
about their new sustainable line. We will also have a unique line of merch with our logo
and slogan so readers can show support.

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Donation Page

Our website will feature a donations page of links and explanations of different
organizations we verify and support. One of the options will include donating to our
magazine to support our content.

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DESIGN

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Vision

The visual brand for GOOD KIDS is a combination of bright colors and high-quality artistic
photography. Like many of the zines that are supported by much of our target audience,
we want to have a fun and interesting, yet clean visual personality. Our goal is to make
our website and content easy to digest quickly, as Gen Z has the habit of scrolling past
and clicking on new content within seconds until something piques their interest. The
homepage design will exclusively use sans serif fonts. Article titles will be written out in
bold sans serif fonts and the tag line "dress like you mean it." will be featured in light blue
below the logo. Our logo design reflects the characteristics of our audience: funky,
interesting, bold, and expressive. The overall color palette of the GOOD KIDS website is
expressed in the photographs. Colors range from bright red and blue to hues of green and
yellow. With the simplistic black font, we chose to use, we hope to grab the attention of
readers through the contrast of bright colors in our photographs.

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