Nitya Vashist

UNIVERSITY Student ID- 21003292

OF ARTS
LONDON MA Strategic Fashion
Marketing

Sustainable Horizons: Embracing an

Ecologically Positive Future
Pangaia's sustainable approach, accompanied by Further steps for
“Greener Tomorrow"

Word Count : 3237

25.05
Table of
Contents
Executive Summary 3

1. Company and Insights

1.1 About 2

4
1.2 Business Architecture and competitor
landscape 3

2. Pangaia’s approach on sustainability

2.1 Current Sustainability Practices

7

2.2 Strategic Suggestion

3. Resale Platform

3.1 Introduction to resale market

3.2 Pangaia's Resale Market Potential

11
3.3 Pangaia's Resale Plan

3.4 Why Partner with Vestiaire Collective?

3.5 Objectives of Pangaia's Resale Platform

4. Conclusion and recommendation

15

5. Reference 16

6. Appendices
19
Executive
Summary

Pangaia is a sustainable and regenerative fashion company that uses a circular business strategy to
build a better future for the planet. The business aims to minimise waste in an ethical manner, and
focus on recycle and reuse production waste to create fabric for garment manufacturing. As a B Corp
certified business, Pangaia upholds high environmental and social standards. Because of the
company's acceptance of circularity, it is at the top of a highly competitive fashion market that is
motivated by sustainability. Pangaia can look into possibilities like market of second-hand
merchandise in order to increase profitability and expand into its sustainability business model.

Resale platform is not part of Pangaia's current business strategy. However resale can support the
business with better circulation of products and allow customers to resale their pre-owend products
for an incentive or discount on next purchase, this will increase the life of the products which can be
tracked by product digital id. The goal of the resale platform is to establish a sustainable market, and
make reselling a simple and easy process for customers, to prolong products life while reducing
environmental impact. The strategy perfectly aligns with brands ethical values of reducing textile
waste by growing a vibrant community of conscientious customers who supports sustainable fashion.

Overall, Pangaia stands apart from the competition due to its dedication to sustainability and
circularity. The company may further solidify its business model, increase profitability, and aid in the
creation of a more circular and environmentally responsible future by investigating prospects in
second-hand fashion market.

03
Company &
Insights
About

Fashion industry is a significant contributor to world emissions, accounting for 5-8% of yearly climate
emissions, despite the emphasis on reducing emission, there is still an upward trend in emissions
across various industries (Stand.earth, 2022) but Pangaia, a materials science company provide
premium quality merchandise with innovative sustainable approach to reduce the use of natural
resources and avoid leaving carbon footprint on planet (Pangaia,2023). According to Statista, Pangaia
has seen a traffic growth of 309.3% within Europe between 2020 and 2022 (Web, 2022).The business
of Pangaia prospered during the pandemic, when bright coloured sweatshirt and sweatpants priced at
$130 and $120, garnered attention of celebrities, influencers and social media was inundated with
their images (Nanda, 2021). Pangaia is unique because, according to an article it was founded more as
a "lab" to assist other firms in innovating with sustainable materials, but because the company was
having trouble persuading brands to purchase these cutting-edge materials, it decided to introduce
its own line (Renoon, 2023), by maintaining sustainability and transparency throughout the entire
product manufacturing process.

Business Architecture

Just like the brands logo, multi-coloured round dots representing colours found in nature ( see fig.1).
The brand operates within planetary boundaries and care for nature and planet, as it does not
depends on trends or seasons, rather it is vegan, organic, biodegradable, and scientifically created
which operates as closely as possible with Mother Nature's resources (Gaffi, 2020). Sustainable
innovative approach is brand’s DNA. It considers the environment and social effects throughout the
process of merchandise lifecycle (Pangaia, 2023). The brand uses circular business model with
intention to reduce resource consumption, prevent waste and make products last longer with the
help of closed-loop supply chain (see fig.2 ) system that continually recycles and reuses resources,
and waste materials to reduce waste and adverse environmental effects. Key elements of Pangaia's
circular business model include the following:

1. use of Innovative and Sustainable Materials, brand focuses utilising cutting-edge technology and
sustainable materials for merchandise production, such as bio-based alternatives, using recycled
fibres, and organic and regenerable materials to eliminate dependency on natural non-renewable
resources to promotes the growth of a more environmentally friendly supply chain (Pangaia
synthetics, 2020).

2. Producing Merchandise with Circular Economy, Pangaia uses natural and recycled fabrics to
increase the lifespan of its merchandise and design a timeless and durable clothing, which can be
recycled (Pangaia circularity, 2020).

3. Use of Closed-Loop Manufacturing, to reduce waste and improve resource efficiency, by using new
technologies and procedures into practise that maximise material utilisation and reduce waste
production (Oh & Jeong, 2014).

04
4. Pangaia puts its emphasis on partnerships and collaborations, to improve its regenerative
business model, The brand seeks to innovate and create new waste recycling technologies and
procedures through partnerships e.g. Pangaia lab powered by Evrnu, which presents the renu
jacket made with100% NuCycl®- an technology which transforms textile waste into new fiber
(Pangaia Lab, 2023). Moreover, the brand also collaborated with WEAREHAIRYPEOPLE on
upcycling project for kids wear in 2021 (Pangaia circularity, 2023). Currently, Pangaia is working with
London Waste and Recycling Board to facilitate recycling of garments (Pangaia circularity, 2023).

Pangaia's buisness objective is to develop a sustainable and regenerative fashion business, by

utilising a circular business model. It emphasises on reducing waste, encouraging ethical material
procurement, and actively refining their roadmap towards product recycling and repurposing
(Pangaia circularity, 2020). Pangaia, creates merchandise that address industry-specific
environmental issues and give back more than they take from earth, in order to encourage and
hasten the development of an Earth-positive future. (B Corp, 2022). Moreover, the brand is also B
Crop certified with 84.5 score, which means the business uphold the strictest environmental and
social standards for People, Planet while making Profit (Elkington, 2013), in-depth sustainable
practices are discussed in sustainability part of the report. Pangaia's adoption of a business model
based on circularity positions it at the pinnacle of a competitive landscape in the fashion sector that
is fuelled by sustainability and environmental responsibility, (see Figure 3 ) which illustrates the
competitor landscape and Pangaia's position in the market that defines itself as a company that
seeks to be a pioneer in the movement towards a more circular and ecologically conscious future
by putting a strong emphasis on technological developments, waste reduction, ethical sourcing
and production (Pangaia circularity, 2023). After understanding its competitors and brand’s unique
value proposition, Pangaia can further enhance business as recommended in the following part of
the report to be more profitable yet planet friendly business.

Figure: 1 Figure: 2
Meaning of Pangaia logo Closed Loop supply chain

05
 Figure: 3
Competitive Landscape

06
Sustainability
Current Sustainability Practices

Pangaia integrates sustainability in each segment of company operations, all aimed at reducing
environmental impacts and fostering ethical practices within fashion business, from product design to
supply chain practices and production, Pangaia demonstrates its holistic commitment to sustainabile
practices, paving the path for a future that is more socially and environmentally conscientious
(Pangaia, 2023). Here is an analysis of how every component of Pangaia's operations illustrates
sustainability:

1. Research and Innovation – Pangaia actively works with researchers, entrepreneurs, and
sustainability specialists to investigate novel materials, technologies, and procedures. Pangaia wants
to push the limits of sustainable fashion and encourage change through their research projects.
Pangaia works to provide environmentally friendly solutions and alternatives by keeping at the
forefront of innovation. Following instances illustrate Pangaia's innovative approach to research and
development:

1.1 Brand’s trademark technology ‘C-Fiber’, which combines wood pulp and seaweed powder from sea
cell to replace cotton and manufacture planet friendly t-shirt (Pangaia, 2023).

1.2 Use of plant and fruit based fibers which are renewable and inherently biodegradable such as
repurposing food waste and fast growing plants like bamboo to devolve a fabric that look and feel like
cotton (Pangaia, 2023).

1.3 Pangaia powered by colorfix, to eliminate the use of traditional polluting dyes by use of bacteria
found in organisms (Pangaia, 2023).

2. Product Design – An viable alternative to the prevalent fast fashion model, 'slow fashion' has
evolved as a means of enhancing sustainability in the fashion business (centobelli et al., 2022), see fig:
4 to understand how Pangaia embraced, slow fashion by making their products responsibly and with
recycled and organic materials.

Figure: 4
Authors own, Transition Fast to Slow fashion

07
( Cuofano, 2023 & Pangaia,2023)
3. Supply chain and manufacturing – the tracking with digital id

Pangaia guarantees , that its supply chain abides by strict moral guidelines, Supplier Code of Conduct
(SCOC) meaning suppliers demonstrates dedication to the highest industry standards. In spite of
cultural and legal variations among the nations where the brand produce or source goods, it explains
brands accountability principles to guarantee that each partners upholds a uniform set of standards,
certifications and suppliers place a high priority on fair labour practises, offers secure working
conditions and competitive pay to employees. The accompanying table explain brand’s supply chain
opacity disclosure, even though Pangaia is a sustainable brand there are still few gaps (see fig:5) ,
such as Tier 2, Tier 4 and Tier 5 are not yet fully mapped out by the brand (Pangaia, 2023).

Figure: 5
Supply Chain Opacity
( Pangaia, 2023)

4. Circular economy – Pangaia embraces to the concepts of the circular economy and strives to
minimise waste in all aspects of its operations. This entails actively researching and developing,
innovative technology to recycle and reuse waste fabric, extending the lifespan of its clothing, and
lowering total resource usage, For instance the brand reuse garment waste, give current fibres a
second life, and diversify, material sources by combining pre- and post-consumer wool and cashmere
—such as discarded clothing and unused production offcuts (Pangaia, 2023) . Moreover the brand
has also embedded ‘Digital ID’, which means when a QR code is scanned on clothing, a web page
with detailed information about that item will popup, including its construction details, printing and
dying details and also care instruction’s (Web, 2022).
The protocol also addresses how the product is continuously moved by using commercial company
operations like rental and resale. This indicates that the product is intended to be used continuously,
allowing customers to rent or resell it to others, as opposed to being confined to a single usage or
ownership (McDowell, 2019). However Pangaia does not have any rental or resale platform. Therefore
there is an opportunity for business to further enhance their business model.

08
Strategic
Suggestion
Pangaia, introduced a limited-edition capsule collection created to promote and commemorate the
75th anniversary of the United Nations and the 5th anniversary of the Sustainable Development Goals
(SDGs). The SDGs have influenced Pangaia’s comprehensive approach to sustainability from the
beginning, with an emphasis on the following goals: 4) high-quality education, 5) gender equality, 10)
diminished inequalities, 13) climate action, 14) life below water and 15) life on land (Pangaia, 2023 &
SDGs, 2023). However, SDG goal 12) responsible consumption and production is put in highlight for
the further recommendation to enhance current business model, the recommendation is to have a
resale platform, the opportunity for the resale platform is identified by carefully analysis of
Competitive landscape (See figure : 3) and TOWS (See figure : 6) to create a further action plan for
the brand, to thrive in fashion while being the best example for how brands can be sustainable.

Figure: 6
Authors own, TOWS Analysis

TOWS Analysis:

1. strengths-opportunities Strategies, Pangaia has a good brand recognition and knowledge of

sustainability, joining a resale market will be added advantage to the business, but adding a a special
section on the Pangaia website would be expensive endeavour. However collaborating with already-
existing resale platforms would be beneficial for the brand.

09
2. Weaknesses-Opportunities strategies, managing the logistics can be challenging but collaborating
with reputable resale platforms e.g. vestiaire, will be helpful to overcome the difficulties in managing
resale logistics while also Utilising their experience to make the process more efficient.

3. Strength and Threats strategies, to position Pangaia apart from competitors within resale market,
brand can continue to promote the brand with the material a product is made off and brand's
commitment to the environment.

4.Weakness and threats strategies, partnership with reputable resale platforms can help in
overcoming the challenges and make process easier to navigate within resale marketplace by
leveraging their partners expertise and market reach.

The aforementioned recommendation will be discussed in following part of the report with focus on
how, Pangaia can take advantage of the resale potential, while addressing internal issues and
reducing external threats as discussed in the TOWS Matrix analysis. This study helps brand to align
their sustainability strategy with the increased demand for second hand market and maximise the
benefits of circular fashion in the resale market.

10
Resale
Platform
Introduction to resale market

Resale is currently a thriving segment in the global fashion industry, within next seven years apparel
resale is projected to grow from $28 billion dollar market in 2019 to $30 US billion dollar until 2030
worldwide (Statista, 2022). In the past decade, Third-party giants like The RealReal, ThredUP, and
Poshmark have dominated the majority of this sector. However, as the market grows, manufacturers
themselves are attempting to manage the pre-owned client experience. Why miss the sale if
customers are looking for pre-owned products ? (Kennedy, 2022).There have been a significant
growth within resale market, first off the demand for used clothing has been spurred by customer’s
growing awareness of environmental issues and their desire to make more ethical decisions
according to McKinsey report 52% of millennials, 45% Gen Z and 41%baby boomers, does background
research of product before making a purchase decision (Amed et al., 2019). Second, the growth of
online marketplaces and digital platforms has made it simpler than ever for people to buy used goods,
extending the reach of the resale market and bringing buyers and sellers together on a worldwide
scale with gamified version to get attention of Gen Z and millennials says Maximilian Bittner, CEO of
Vestiaire Collective (Eisenberg & Bittner, 2021).

Pangaia's Resale Market Potential

Pangaia, a renowned, well-positioned brand sustainable fashion brand, commitment to sustainability,

innovation, and ethical practices has garnered a loyal customer base that, values responsible
consumption has been attracted to the brand (Trustpilot, 2023), Pangaia may further the lifetime of its
clothing by entering the resale market, keeping with its core values of fostering circularity and
minimising waste, and take advantage of the rising demand for used clothing as according to the
threadUP resale report 1in3 people bought second hand pieces within last 12months (ThredUP, 2023).
Notably, a number of fashion companies have successfully entered the resale market, e.g., Patagonia
and Reformation as mentioned in competitive landscape. Embracing the second-hand market can
strengthen its competitive edge, attract more potential customers, and have a greater positive impact
on the environment, since 61% millennial and gen Z identifies as environmentally conscious and
prioritise sustainability (ThredUP, 2023).

Pangaia's Resale Plan

To implement a resale plan into action, Pangaia can follow several strategic steps. First step is to
identify and choose a resale platform either to go solo and launch a separate resale platform on
website or collaborate with resale partner, since starting a reselling business from scratch is costly
and time-consuming (Chen, 2023), outsourcing resale to significant consumer-facing online resale
marketplaces, such as Vestiaire Collective will be a viable option, which also accepts returned
merchandise and over produced goods (Chen, 2023). Pangaia's possible expansion into the resale
market offers great potential because it would be consistent with its long-standing commitment to
sustainability and would meet changing customer needs for circular fashion.

11
Pangaia can strategically place resale at the vanguard of the sustainable fashion movement and
leveraging its previous activities, such producing goods in slow fashion with closed loop supply chain
and circular business model and emphasis on sustainability in every segment of business as
discussed above, Moreover, it is important for a brand to cater to a right customer segment, while
Baby Boomers still have the most purchasing power, Millennials still make up the largest segment of
customers but Gen Z's purchasing power is growing, according to a Forbes article in 2021, young
professional and students held $360 billion in disposable income (Fromm, 2022). Therefore, it is
important to focus on Generation Z, although it still largely comprised of young people, it will start to
take the lead in the following ten years. Therefore, the brand should already be thinking about
Generation Z's requirements ( Arifi, 2022), who are solicitude towards the planet’s well-being and
prioritise sustainability, when making purchases decisions See fig : 7 (Wood, 2022), which means a
resale platform by a brand would be successful strategic move.

Figure: 7
Impact of sustainable products on customer’s purchase decision
(Wood, 2022)

Why Partner with Vestiaire Collective?

Vestiaire, currently the best reselling platform in Europe (Vervaunt, 2022), it was founded 2009 with a
simple question, Why should so many high-end clothing items in our closets go unworn ? Is it possible
to put these beautiful pieces back into circulation to extend their lifespan? (Vestiaire , 2023).The
website trades luxury goods from companies like Chanel, Dior, Cartier, Louis Vuitton, Prada and Gucci
(Vestiaire , 2023). Moreover, Pangaia should choose Vestiare collective due to it's authentication
policy and and its dealing with luxury products. Furthermore, Vestiare also have an 'We Love' section
curated by Vestiaire team with items starting from $100, since sustainability is priority for resale
platform, Pangaia be featured on the we love section of the website, due to brand values and
sustainable practices. According to an article posted on medium, writer posted few products and got
featured on 'we love' section, which apparently made products sell fast (Yun, 2022).

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Objectives of Pangaia's Resale Platform

The objective of Pangaia's resale platform is to build a strong and sustainable market that makes it
easy to resell and repurpose its products, extending their useful lives and minimising environmental
effect. In order to develop a dynamic community of conscientious consumers who actively participate
in the circular economy, the platform will strives to offer a seamless and user-friendly experience for
both sellers and buyers. Pangaia can enter in the resale market in an effort to build consumer loyalty,
encourage responsible fashion consumption, and lower textile waste in the fashion business.
Pangaia can leverage the resale, opportunity to improve its sustainable practises, foster a sense of
community, and reduce the environmental effect of the fashion business by combining the Resolve
Framework with the components of Regenerate, Share, Optimise, Loop, Virtualise, and Exchange (T.
Borruso et al., 2016). The development of the resale platform will be guided by this framework, which
will ensure alignment with Pangaia's current business activities within sustainability and aims to
maximise benefits for both the brand and its customers (see fig.8).

Figure: 8
Resolve Framework for Pangaia

13
 Further step to capitalising on a opportunity, is creating a detailed plan for the introduction of a resale
platform in association with vestiaire collective. Following timeline, illustrates the critical milestones
and strategic process for company, to collaborate with one of the top platforms in the market and
access the thriving resale market. This timetable offers a road map for brands to successfully create a
presence within the resale ecosystem, starting with careful research and planning and continuing
through launch.

Figure: 9
Authors own, Timeline for introduction of resale platform

Moreover, to implement a plan into action requires budget allocation refer to figure: 10 for a
comprehensive budget allocation, to commence the project of collaborating with Vestiaire Collective.
This budget provides a comprehensive analysis of the expenses related to establishing a significant
presence in the thriving second-hand market while leveraging Vestiaire Collective's expertise and
reputation.

Figure: 9
Authors own, Budget Allocation for different activities.

14
Conclusion &
Recommendation
Conclusion

- Pangaia, a materials science company providing premium quality merchandise with innovative
sustainable approach to reduce the use of natural resources and avoid leaving carbon footprint on
planet (Pangaia, 2023).

- Pangaia has a dedicated consumer base that values responsible consumption and supports the
brand's basic principles. Customer's are drawn to Pangaia because of its dedication to sustainability,
innovation, and ethical business practises ( Ruiz, 2023).

- Currently, Pangaia does not have an resale platform, therefore an opportunity for the brand to
further enhance the business.

- The rising demand for used clothing, as evidenced by the threadUP resale report (ThreadUP,2023)
and Statista statistics(Smith, 2022), indicates a growing market opportunity within resale.

- The main aim of Pangaia’s resale platform is to create a robust and sustainable market that makes it
easier to resell and repurpose its products, extending its lifecycle and reducing environmental impact.

- The suggested strategy aims to increase customer loyalty, through the second - hand market and
encourage ethical fashion consumption while helping the fashion industry cut down on textile waste.

Recommendation

- Brand should engage with environmentally conscious millennials and Gen Zers, who shows the most
concern for sustainability, they are the target audience due to increase in their buying power (Fromm,
2022). The brand should keep emphasis on promoting brand through social media by sharing their
values, instructional content, and partnerships with influencers, due its high engagement rate
(Vervaunt, 2022),

-Resale is going to be a booming market within coming years (ThreadUP,2023) and Pangaia should
leverage the opportunity to sell their merchandise produced with finest material, that increases the
life of garment so, it will not end up landfill. Moreover, recommendation perfectly aligns with brand’s
commitment to sustainability and circularity.

- Partnering with well-known resale marketplaces, like vestiaire collective, will benefit the brand from
their experience and clientele, the collaborations can speed their entry into the resale market while
reaching a larger audience, rather than spending a fortune to build a platform from scratch.

- Promotion of launch of brand into the second hand market, with a unique selling proposition by
using the brand's sustainable practises and reputation . Emphasise Pangaia's merchandise high
quality, durability and classic appeal while demonstrating how they hold their worth and appeal on
the used market.

15
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https://vervaunt.com/pangaia-case-study.

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0same

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vestiaire-e3dee5b9889f.
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Appendices

APP. A
Meaning of Pangaia logo

APP. B
Closed Loop supply chain

APP. B

APP. C
Competitive Landscape

19
 APP. D
Authors own, Transition Fast to Slow fashion
( Cuofano, 2023 & Pangaia,2023)

APP. E
Supply Chain Opacity
( Pangaia, 2023)

APP. F
Authors own, TOWS Analysis

20
 APP. G
Impact of sustainable products on customer’s purchase decision
(Wood, 2022)

APP. H
Resolve Framework for Pangaia

21
 APP. I
Authors own, Timeline for introduction of resale platform

APP. J
Authors own, Budget Allocation for different activities.

22