FASHION CONCEPTS AND BUSINESS OVERVIEW

SUSTAINABLE FASHION BRANDS

AND
THEIR BUSINESS MODELS

Submitted by
Amita Rode
Chhavi Yadav
Harshita Deorari
Srushti Vaidya
Tanya Uniyal

DEPARTMENT OF FASHION MANAGEMENT STUDIES

Table of
contents
Brands were selected to analyze
different aspects of the fashion
industry
1.International apparel brand
2.Indian Accessories Brand
3.Footwear Brand
4.Indian Apparel Brand
5.Beauty Brand
SRUSHTI VAIDYA
 Pangaia is a textile technology brand and fashion label
that balances sustainability with design. The word
'Pangaia' means 'Pan'- Entire and 'Gaia'- Mother Earth.

Pangaia was launched in 2018 and has been the centre

of attention ever since. It's ethos has been to create and
sell clothing made through earth friendly practices.
Their vision is to inspire and accelerate an Earth
Positive Future. Every product they create is born from
science and purpose, each solving an environmental
problem of the industry.

Their focus is on textile innovation, reducing the use of

plastics in fashion, and solving environmental problems
not only in the fashion industry but across other
industries as well. Their yearly revenue is estimated to
be around $40 million as of 2022.

 Pangaia makes minimalistic loungewear, activewear

and outer wear. The silhouettes are usually of a
comfort fit. These are simple yet made in poppy
colors. All of these are made from fabrics and
materials that cause the least harm to the
environment.
They target the Gen-z and millenials that have started
shopping responsibly.
The brand has grown exponentially since its
inception. It has been appreciated among several
celebrities as well.
 Sustainable Practises
Pangaia works on the ultimate sustainable business
model.

1) It is a material science focused brand. They have an

entire team of scientists that develop and use textiles
that are environment friendly. Some of those are:
a) FWLWRDWN e) C-Fiber
b) Frutfibre f) Grape leather
c) PLNTFIBRE g) Organic Cotton
d) Seaweed fabric

2) Pangaia uses compostable packaging called the

TIPA that was formulated by their team of scientists.
This packaging gets decomposed within 24 weeks of
being placed in any compost.
 Sustainable Practises
3) Codes of conduct:
a) Employment is freely chosen e) Working hours are not excessive
b) Working conditions are safe + hygienic f) Regular employment is provided
c) Child labor is not used + g) Responsible material sourcing
young workers are protected h) Responsible chemical management
d) Living wages are paid

4) Giving back: They have developed a few environmental funds of their own to support
multiple causes and NGO's. These are:
a) The Tomorrow Tree Fund
b) Bee the Change Fund
c) The Sea Trees Project

5) Social justice contributions: Financial + in kind support for causes such as racial justice and
LGBTQIA+ rights, frontline workers and environmenta NGO's.

6) Their physical stores are carbon free

 Key Partners Customer Cost Structure: Channels: Customer
relationships: D2C e-

BUSINESS MODEL Investors:

Fashion Stalwart Long term
Use
Value driven
Wide
commerce
Physical
store
segments:
Diversified
Genders:
Carmen promotion
educational Mobile Unisex
Busquests, campaigns,
ways application Age: 15 to 45
Shiv Khemka, Salaries, SEO Online
Seed Funds, increasing promotions of High income
website
brand level
Incubators, etc their website,
awareness Educated
Partners: content Key Resources people
Collaborates advertisements
Psychographic:
with Kintra Key activities: High share of Patents Proactive,
Fibres, and many R&D Research and Direct sales ethically aware
more textile Production development R & D team Geographic:
innovating Sales costs Innovative International
agencies. Material collaborations appeal, metro
licensing and big cities

Value Proposition: Revenue streams:

Minimalist and ethical brand, philosophy is Short term: Product sales
high tech naturalism, future oriented, vegan Long term: B2B textile sales, materia licensing
friendly, zero waste circular system, and patents.
innovative materials Brand partnerships for material R&D
 Marketing Mix

Product: Ready-to-wear minimal loungewear, outer wear and active wear made out of
environment friendly textiles and ethical practices.

Price: The products are priced from a premium to luxury range. The prices of their products are
in the range of $150 to $900.

Place: Pangaia sells internationally through its e-commerce website. Other than that, they have
stores in big cities like London, Hong Kong, Dubai, Italy, Paris, Liverpool and LA.

Promotion: Pangaia uses educational ways of creating brand awareness. They constantly
publish content on their social media handles to mainly promote their ethos and not the actual
product.
CHHAVI YADAV
 INTRODUCTION
Effortlessly defining the modern Indian classic
Bringing together the contemporary and the
traditional
Handcrafted, Cruelty-free, and Proudly Indian,
Zouk brings vibrant Indian culture to the modern
world.
The idea generated from Kutch Artisans' "works"
combined with modern functional products
Firstly introduced bags and then carried on to
wallets, totes, footwear, and accessories.
 FASHION ASPECT
They use Ikat fabric and Jute Khadi fabric to make
vegan leather bags and other vegan products.
Combine local crafts with vegan leather
Products are fashionable as well as Functional
Modernize the way the crafts to get the best output
to provide people with beautiful accessories.
Brings out the aspect of Indian crafts as well as Ikat
Tells us that fashion is not only about apparel.
Uses Indian motifs, prints, and fabrics.
SUSTAINABLE ASPECT
1. Environmental-
Vegan Products- PeTA Approved
Handcrafted- choosing local artisans
Essence of traditional craft
Pursue eco friendly designing
No offline store of own
2. Social-
Values relationships between
themselves and the artisans,
partnered brands
Development of a thriving society-
use of sustainable raw materials
3. Economic-
Supporting other brands sustainable
practices
BUSINESS CANVAS MODEL
KEY PARTNERS KEY ACTIVITIES COST STRUCTURES VALUE PROPOSITIONS KEY RESOURCES
Artisans Innovation Website Made in India Skilled
Vendors Digital Marketing maintenance Ethnic Wear Artisans
Promotional Delivery Supports local
Distributors/ Skilled
Activities Charges- artisans
delivery supports local Jobbers
Sustainability/ depends on
partners crafts Employees
Vegan location
Brand/store Helping artisans Employee and
Vegan Products- Website
partners PeTA approved Instagram
Employement Artisans Salaries
Online selling Selling Transportation CHannels Shop
partners Packaging and Brand/Store
online store
Customers REVENUE STREAMS warehousing Partners
Products-Bags,
Amazon
Tech Partners Advertising and Online selling
Footwear, Wallets, Myntra
Staff Accessories
promotion Ajio partners
Website Brand Partners Flipkart
Partnering with other
Warehouses
Brand stores
Nykaa
Partnering with e- Tata Cliq
commerce companies Other brand stores

Customer segments CUSTOMER RELATIONSHIPS

Age group- above 16 years Partner with Amazon, Myntra, Flipkart, Ajio,
PAN- India Nykaa, Tata Cliq, Brands stores as a seller
Customers from Website
Customer services- Number and email
Customers from Instagram Shop
Refund and Exchange policy
Customers from Retail Partners
Customers from E-commerce Partners Quality check before dispatching
MARKETING MIX- 4P's
PRODUCT PLACE
Physical products- Handbags, Website
wallets, footwear, accessories, Instagram Shop
Combos and Collections E-commerce Partners
Zouk website Retail Brand partners
Zouk Instagram Shop

PRICE PROMOTION
Premium Pricing Advertising
Geographic Pricing E-commerce partners
Occasional/ Festival Pricing Retail Brands
Psychological Pricing Social Media
Bundle Pricing
Birkenstock
Design icon, lifestyle or health product: No matter how
complex, captivating and divisive BIRKENSTOCK might
be, it’s all really quite simple. It makes really good
shoes. Shoes based on tradition that are durable,
sustainable and perfectly handcrafted. Shoes that are
a home for your feet.

HARSHITA DEORARI
Fashion
Aspect

ANTI-FASHION STATEMENT
adopted by hippie culture

High Fashion
orthopedic goes catwalk

young Marc Jacobs 'Furkenstocks' Celine 2013 hippies wearing Birkenstocks in the 70's
 sustainability in figures

materials

Sustainable
Practices
Business Model Canvas
Elements
notes
1 key partners: partnerships essential to key key
value
propositions
customer
success of business strategy segments Birkenstock group
partners activities health promoting
footbeds
women men and products
manufacturing children
the makers, functional style unisex product (mass Brand universe
doers &
distribution staying true to market target) little to no Footwear & Insoles
research and segmentation

2
key activities: The most important activities in creators values
upper middle class to (1774,Papillio)
executing a company's value proposition —members of the innovation fair trade
marketing ,sustainable
luxury (with
collaborations)
Legwear
global BIRKENSTOCK
community.
production celebrity following Belts
LVMH backed l
practices Bags
key resources: The resources that are catterton Sleeping Systems
3 necessary to create value for the customer. suppliers
resellers
Certified natural
cosmetics
They are considered assets to a company that
are needed to sustain and support the
business. These resources could be human,
key channels
financial, physical and intellectual. resources retail stores
The Footbed: customer (owned & partnered) Birkenstock has opted
Birkenstock’s Claim to
relationships official for a consumer
4
value propositions The collection of products Fame
European craftsmanship
200 year
website segmentation strategy
and services a business offers to meet the and factory in Germany
collaborating
carefully selected high legacy rather than a channel
needs of its customers quality natural renewable designers segmentation strategy
materials Birkenstocks
leadership :seasoned
carry a story website even turning down
experience and new
perspectives Amazon
5
customer relationships: o ensure the survival brand :staying
and success of any businesses, companies consistently credible

must identify the type of relationship they one of the few brands in
want to create with their customer segments retail that had this broad
appeal
customer segments: to build an effective cost revenue
6 business model, a company must identify
structure Manufactured in
which customers it tries to serve streams Germany, the sandals are
products priced L Catterton valued sold in 90 countries on all
100 dollars and the company at 4.9 five continents. In
channels: A company can deliver its value upwards
7 proposition to its targeted customers through marketing
Billion Dollars
sales
addition to the legendary
sandals, BIRKENSTOCK
different channels. manufacturing
retail operations
collaborations also has a growing range
supply chain licensing deals of closed-toe, children’s,
cost structure:This describes the most other product lines and work shoes as well
8
management
important monetary consequences while customer service of Birkenstock as specialist products for
operating under different business models general and admin group(1774,papillio) orthopedic retailers.
costs

9 revenue streams: The way a company makes

income from each customer segment.
 Durable well being
Fashionable functionality
Comfortable animal free
3R concept products
Product Place
Manufactured in Germany
sold in 90 countries on all 5 continents
Retail stores 54 Brick and mortar stores
GIZEH PLATFORM CAMERON ARIZONA DAYTONA worldwide and partnerships with major
PLATFORM
shoe stores like Famous footwear and
urban outfitters to Nordstrom and Saks
5th Avenue

4P 's
Price Promotion
Products priced 100 dollars and
principles of the health and wellness
above.(most common price for website
products is 99 USD) email
social media(Facebook ,Instagram YouTube)
upper-middle-class consumer email marketing
higher price with good quality immersive events like Broadway and fashion week
price represents brand reputation press, magazines
IBA Cosmetics
India's first halal certified
cosmetic brand.

TANYA UNIYAL
About Iba cosmetics
Iba Cosmetics is a ahmedabad based
– India’s first Halal-certified and PETA-
certified, vegan and cruelty-free
beauty brand, Launched in September
2014,by sisters Mauli Teli and Grishma
Teli. They are catering the ethical
needs of all consumers.
 Sustainable Practices

Improved Formulas

Vegan and cruelty free cosmetics

Sustainable Packaging

Increasing efficiency in supply chain

management
BUSINESS CANVAS MODEL
KEY PARTNERS KEY ACTIVITIES COST STRUCTURES VALUE PROPOSITIONS KEY RESOURCES
GVFL QC team Advertising Omni-channel presence R&D
Addvantis ENT LLP Online store sales promotional Fast delivery Store employees
Employee salaries One-stop make up Technology
Pitchfork Production
Manufacturing destination developers
Ecotrail R&D Coupons and discounts
Secondary packing Innovative
Believe - Singapore Outbound logistics Vegan Social media
Operations Cruelty free Website and online
Affordable app
CHannels
REVENUE STREAMS Physical stores
Website
Sales revenue
Advertisements
Sales channels
e-commerce

Customer segments CUSTOMER RELATIONSHIPS

Customers: While Iba targets women of all ages, the Customer support automation
primary target demographic is Muslim women, Social media
sustainable ecofriendly consumer, vegans as well as Mobile relations
vegetarians. Online content creation
4P’s Marketing Mix

PRODUCT Products range in its marketing mix include over 75+ products.
Cosmetics like lipstick, eyeliners, make up kits, skin care, hair care
products, etc.

PLACE The self-owned stores are very innovatively designed. All the products
can be found in supermarket kind of arrangement.

PRICE With its large variety of product lines Iba offers a wide range in its
product price, which includes both for mass collection as well as some
unique curated products.

PROMOTION The brand believes in attracting customers rather than pushing

for sales.
Iba's competitors
As for now there is no competitor is the
indian market which tackles with halal
certified products but there are who
offer vegan, cruelty free cosmetics,
those brands are as follows: -
1.Mama Earth
2.Sugar
3.Wow skin
4.Plum
SWOT ANALYSIS

S W O T
Strengths Weaknesses Opportunities Threats
Brand reputation and Negative publicity Target segmented Intensifying competition
market presence Customer Experience market Rip off brands
innovative Becoming Expensive Global halal market
AMITA RODE
 FOUNDED-2016
FOUNDER -SUJATA AND TANIYA
AREA-APPAREL AND FASHION
VARIETY OF PRODUCTS

Suta, a brand known for its sarees, helps weavers and artisans earn throughout the year. It was co-
founded by Taniya and Sujata Biswas.
With no background in the textile and apparel world, Sujata and Taniya Biswas left their cushy corporate jobs
and started building Suta, which is empowering weavers and making beautiful sarees.
Suta means thread. Suta is a humble brand which works with weavers from all over India and creates
handcrafted products.
Suta combines India's centuries-old weaving traditions with contemporary style- so that what
looks good, feels good too
 Sustainable practices
1. Use of natural fibers and traditional
way of making products: Weavers
make every product by traditional
method and ethically. No harmful
chemicals are used.
2)Practice of khesh weaving
It is done by existing sarees that have
not been sold or are excess in
production to weave brand new
sarees.
3)Recycling used old sarees
SuTa earth initiative collects used old
sarees from customers and recycle,
reprocess and make new sarees from
threads.
4)Reusing plastic
The internal plastic packaging received from
stock is unwrapped carefully and sent back to
distributers for Reusing. Thus it helps to
prevent extra generation of plastic and save
mother earth.
5)Use of eco-friendly cloth bags
Sarees and other products are
sent to the customers in eco-
friendly cloth bags
6) Use of bioenzymes and not artificial
chemicals
Bioenzymes prepared by use of orange
and lemon peels and it's fermentation.
These can be used for stain removing.
 Marketing mix 4 p's
) Product:
Variety of products and designs are available for both the genders fulfilling their needs of
being eco-friendly and traditionally made.
It includes
1.womens wear-Sarees, blouse, lehenga, dresses, etc
2.Mens wear-kurtas, trouser , shorts, etc

2)Price
Traditionally and ethically made products available at affordable prices based on choices.
Products price ranges from 1500 to 30000 depending on quality, designs and process used.

3) place
Ecommerce: Sales through official website Www.suta.in
Physical outlet stores:
Showrooms present in cities like Bengaluru, Mumbai, Kolkata, Thane ,Kerala and Goa

4) Promotion:
Promotion and advertisement of brand is done through
Social media -instagram,Facebook, twitter handles
Word of mouth:
SuTa founders do not believe in promotion through celebrity or ambassadors review.
Rather they mostly believe in word of mouth.
They believe they sale quality products and thus customers will refer to others based on
their experience.
Sujata the founder herself does the modeling and Taniya clicks the photographs
BUSINESS CANVAS MODEL
KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION channels KEY RESOURCES
Artisans
traditional Production by Eco friendly and Ecommerce Physical
traditional method natural fabrics Physical
weavers stores at good
(hand weaving) made by
Vendors outlet stores location
Use of eco-friendly traditional
Distributors/ Dedicated
and natural fabrics method
delivery Reusing plastic weavers and
partners Affordable price
used in designers
Brand/store simple,
transportation Equity
partners fashionable
Use of eco-friendly Educated and
Online selling design
bags for STREAMS
REVENUE delivery of trained retail
partners products variety of
product staff
Customers Recycling and
processing old used availability
sarees to make new
products

Customer segments CUSTOMER RELATIONSHIPS

All age groups except kids
Social media and word of mouth
People looking for using traditionally made clothes
Getting feedbacks and providing customer support
People looking for use of eco-friendly and natural fabrics
Discount coupons to those participated in SuTa
People looking for made in India products
earth initiative
People looking for helping and promoting traditional
village weavers
THANK YOU