Management summary

Market analysis
DESTEP analysis
Trend analysis
Market size
Custumer segmentation

Content
Target custumer
Persona
Competitor analysis

Company analysis
SWOT
Confrontation Matrix

Marketing strategy
Market Share
BMC model
USP’s

Collection
Concept
Mood board

Production plan
Supplier selection
Supply chain
Recovery plans
Lead times
Law and regulations
Tex.Tracer

Financial plan
Financial range plan
Currency fluctuations
Material price fluctuations

Shop-in-shop
Concept
Floor plan

Display wall

Code of conduct

Sustainable strategy 2050

Strategy 2023-2028

References
Management summary

USP:  Financial:  Target group: 

•Building connections  •Price range: € 5,95 – € 24,95 •Young families
•Creating a home  •Total buying costs: € 72.569,13   •30 - 45 years old 
•Reliable  •Total revenue: € 359.331,70  •High educated 
•Timeless designs  •Mark-up: 5 •Healthy lifestyle 
•Service  •Family orientated 
•Good for People, Planet and Profit •Environmental awareness

“Our center value is creating a cozy and humble environment where young families can come together after a long day of
work.  
With our products, the kitchen becomes the center of the memories that make a house a home.”
Market analysis
DESTEP ANALYSIS

Demographic   Economical  Ecological 

• More children last year  • More employment  • Aftermath of Covid-19 (bron)
• The population is growing  • less eating out > cooking more at home to save • New energy sources 
• Inflation  money  • Nitrogen problems
• High energy bills  • falling purchasing power  • Climate change 
• War in Ukraine  • less demand for secondary goods • Sustainable trends
• Aging  • Fossil fuel shortage

Social cultural  Technological  Political 

• Highest ranking in EU of women working • AI-technology 
• Recycling packaging
parttime  • 3D printing
• ICC incoterms
• Hybrid working  • Computing power 
• Climate neutral Europe 2050
• Growing amount of online creators  • Augmented/ Mixed – reality
• War in Ukraine > Inflation
• Big generational differences in norms and • Blockchain 
• Lack of confidence in Dutch politics
values  • Metaverse 
• New German parliament
• Employee activism  • Growth in availability (for the normal people)
• WTO > No trading restrictions EU
• Familiys spend less time together  •  Social media 
• Backlash against globalization > people
want to return to local traditions
 Market
analysis Inflation 
With the prices of basic resources getting higher and higher a lot of households
are struggling to pay their bills. This also has effects on companies. They reprice
TREND ANALYSIS their products to a higher price range, but more and more costumers can’t affort
to buy things outside of the basic resources. Name the war 

Online shopping 
People increasingly shop online. The categories food, cosmetics or
cleaning, and household goods and appliances are the once were this Sustainability 
growth is the strongest.  The percentage of Dutch people buying these Sustainability is getting more and more
goods online has more than doubled in four years. Especially 25 to important. This also goes for brands.
44‑year-olds like to buy online; in 2019, 92 percent of this group Within the textile industry the effects of
bought goods or services online. the materials that are used must be
increasingly more considered. Customers
are less satisfied with half information
and are getting more critical of
greenwashing.
Cooking at home
Do to covid a lot of people were forest to cook at
home, who before went out for diner or orderd
food. 71% of those people say they will continue
cooking more at home after the pandemic ends. Working at home
This habit is driven by the increase in home cooks’ Hybrid working is starting to be the new normal. Majority of the
creativity and confidence in the kitchen, as well as people don’t see themselves working at the office full-time. This
the motivation that cooking at home helps to save means that more families spend lunch time together and make
money (67%), eat healthier (56%) and feel good food at home.
(56%).
Market analysis
MARKET SIZE

To know whether there is enough demand for aprons, it is useful to know the size
of the market and the possible demand. Aprons are used during cooking and
possibly also for other purposes. 

If we look at the total amount of households in Germany, we see that there are an
estimated 50 million households. Out of all these households 40% has an apron,
which brings us to 20 million households.

When we look at the market size of The Netherlands, we see that there are a total
of 8.1 million households. Out of all these households 49% has an apron. Which
brings us to 4 million households.

This comes down to 24 million households for the total market size of aprons in
Germany and The Netherlands together. . As a result, the market is large enough
and the demand for aprons will certainly be present.
Market analysis
CUSTOMER SEGMENTATION

Our costumer segmentation is based on the DISC-model. This model divides

people in four main groups. 

Our target customer is green and a little bit yellow. They like to spend their day at
home with their family. They enjoy having a nice calm day, and they spend their
time doing things that make them happy and that are relaxing. Our target
customer is more introverted but does like to spend time with the people they really
care about like family and close friends. The target customer is a young parent
living in the Netherlands or Germany. They have an average income. They try to
be sustainable and have a healthy lifestyle. They go with the times but don’t like to
many changes, they are comfortable with how things are going. The types of social
media our target customer uses are mainly Facebook and Instagram.
 PERSONA

Market
analysis
TARGET CUSTOMER
-Mother of three kids
-30 - 45 years old 
-High educated 
-Healthy lifestyle 
-Family orientated 
-Environmental awareness.
Persona Mood board
Market
analysis
COMPETITOR ANALYSIS
Company analysis
SWOT

Strengths Weakness  Opportunities  Threats 

- Personal services - New to market  - Using upcoming online - Competitors with good name
- Family-oriented brand  - No online retailing creators to build meaningful recognition
- Quality over quantity  - Small network in industry  connections.  - Purchasing power is falling 
- Big range of product - No loyal customer base  - More at-home cooking - Rise of online shopping 

types  - Small supply chain with higher - Hire interns to save costs  - Less demand for secondary
costs  - Google advertisement  goods
- Storytelling for advertisements
about sustainability 
- Blockchain 
Company analysis
CONFRONTATION MATRIX
Marketing strategy
MARKET SHARE - BMC MODEL – USP’S

Germany kitchen linen revenue 2022 = € 418 832

400,-
The Netherlands kitchen linen revenue 2022 = € 165
257 400,- 
Total market revenue = € 584 089 800,- 

Forecast revenue of The Third kitchen linen

department = € 359 331,70 

Market share = company revenue / total market

revenue x 100

This means that the kitchen linen department of

The Third has a market share of 0,062 %. This is a
logical number for a startup.

“Our center value is creating a cozy and humble environment where young families can come together after a long day of
work.  
With our products, the kitchen becomes the center of the memories that make a house a home.”
 Collection DESIGN AND
PATTERNS
TRENDS
TREND ANALYSIS
Picnic-style gingham
COLOR TRENDS Food in fashion
Natural colors, earth, floral, and sunset Twinning
based Domestic inspired trims
Food inspired tones Color blocking
Playful colors Tie straps

MATERIAL
TRENDS
High quality, durable,
and easy to clean
Organic cotton and
bottons
 Collection
CONCEPT - INSPIRATION BOARD

The idea of this collection is to create that cozy and humble environment where
the family can come together after long working days and design a real and
healthy space to grow and have fun.
During lockdown there was no other option than spending time indoors, however,
that has changed now, and it is important to keep some habits and trends, such as
spending quality time at home with family. Bringing generations together in the
kitchen is essential to us. The intention of the collection is to re-evaluate the home
as a healing space, and the kitchen as the centre of that.
In addition, the worldwide pandemic has also inspired interior textiles and
products, which have been very present in this collection.

The combination of kids and adults in our collection has been the biggest
inspiration, going for playful themes and prints as well as simple silhouettes. Food
in fashion and domestic inspired trims have been part of the design process.

In order to get our message across we are offering scope for products with a cross-
generational and twinning appeal.

A color pallet looking for summer warmth and comfort as well as fun and
playfulness, contains, earthy browns and sunset tones, food-inspired shades, and
emulation of the natural world, such as Bay Leaf and Oat Milk or digital lavender
and raspberry pink, combined with Tranquil Blue for a romantic twist.
Collection
MOOD BOARD
Collection
VISUAL RANGE PLAN
The Cash Cows are the basic items of our collection; they are not included in the
discount and will be sold all year round.
The Stars are items with new styles and prints.
The Question marks are the items that could turn out to be stars or dogs. In this case,
the cooking hat for kids, as we do not know yet if it will top or flop. Customers could
find it a welcomed extra, or they could disregard it as unnecessary.

The top tier items are the unique items of our collection, and they make us stand out.
The base tier items are the reliable basics of our collection, and they are cash cows.
The mid-tier holds items with either a bit more interest or with a less budget price point.

Collection
PYRAMID + BCG
MATRIX
Production
plan
SUPPLIER SELECTION
The country we have selected for our production is India. This country is the
biggest supplier of organic cotton, and our entire collection is made from this
material. India has great quality. Products from India can be recognized by little
imperfections; These make the product feel like its handmade, which fits our
desired look for the collection. Some fabrics in our collection are block printed,
this is a technique that India is well known for. The lead time from India is 113
days, this is quite long. However, it’s not a problem because the collection doesn’t
need to be in the stores before May 2023. The transport costs are compensated by
low manufacturing costs.
 Production plan
SUPPLIER SELECTION

We’ve chosen supplier B, Atlas Export Enterprises. They have a lot of experience with kitchen linen and can produce every item in our collection. Our competitors H&M and ZARA
Home are a part of their clientele, so we assume that the supplier is within our price level. They have a lot of certifications including BCI and GOTS witch we need for our products.
Atlas Export Enterprises has a lot of attention for sustainability. They use renewable sources of energy, and they recycle everything. Left over fabric scraps are used to make the
cotton filling in chair pads they produce. They recycle the dying effluent. The sewage wastes are treated through a sewage treatment plant and the water is used for plantation. They
also have a heat recovery system, pressure reducing station, condensate recovery system, coustic recovery plant and pressure boosting system. Their sustainable efforts are what makes
them stand out so much from the other production companies.
Production plan
TEX.TRACER - SUPPLY CHAIN
The first step in this supply chain is the raw
material. For this collection we use organic
cotton that is BCI and GOTS certified, it is
produced in Tamil Nadu, India. The ginning
and spinning takes place at Santhalakshmi
Mills India LLP, this company is also located
in Tamil Nadu. Most of the trims are
produced in Tamil Nadu except from the
Corozo buttons, these are produced at FM
Buttons in Lithuania. Transport of buttons.
The next step is weaving the fabric, this
happens at Atlas Export Enterprices in Tamil
Nadu. Atlas Export Enterprices is our tier one
supplier, they also do pre-treatments,
washing, dyeing, printing, finishing,
cutting, sewing, and packing. The fabric of
the apron is block printed. Our tier one
supplier doesn’t do block printing, so it will
be done by another production company in
Tamil Nadu. The products are shipped to the
port of Rotterdam in a container ship. From
here they are transported by truck to the
warehouse in Woerden, The Netherlands.
From there on the products can be
distributed to the stores.
Production plan (Indeed Editorial Team, 2022)

LEAD TIMES – RECOVERY PLANS – LAWS AND REGULATIONS • Communication around INCOTERMS is established with all suppliers
via 2 main documents, the General Conditions of purchase and the
General Conditions of Sale. These documents state responsibilities
connected to transactions between seller and purchaser. 

• All products will be supplied FOB and in accordance with the latest
version of Incoterms issued by the International Chamber of
Commerce unless stated otherwise. 

• Our working conditions and terms of employment are stated in our

Fair Wear Code of Labour Practices. They are based on standards from
the International Labour Organisation (ILO) and The Universal
Declaration on Human Rights. We take these standards seriously. To
ensure they are being maintained; we will have audits performed twice
a year.

• As a stakeholder of Roadmap to Zero, The Third follows the Zero

Discharge Hazardous Chemicals (ZDHC) guidelines. To regulate
usage of chemicals in the fashion industry, The Third is also member
of the ChemSec Business Group, a group of companies working on
toxic use reduction and substitution of hazardous substances. Our
Manufacturing Restricted Substances List (MRSL) is used to maintain
responsible chemical management with suppliers. In this way we
communicated beforehand cooperation with suppliers of raw
materials, so they prevent bringing forbidden substances and goods to
the European market.

• To meet technical requirements, EN and NEN Standards the Third

has its own small scale testing facilities, where we perform most of the
lab work in house, they outsource whenever testing requires more
specialized machinery.
Financial plan
FINANCIAL RANGE PLAN
Financial plan
CURRENCY FLUCTUATIONS

In the whole supply chain, we must keep three different currencies in mind.
In our financial rage plan and cost price calculation we use the valuta EUR. However, when doing the actual buying and during the communication with our suppliers we use USD. 
Of course, we can’t forget that our suppliers have a different valuta in their country, which is in this case the Indian Rupee.
With the current situation of inflation around the world it becomes even more important to know the
value of the different currencies in the supply chain.

INR > USD

1 November 2021; 1 INR = 0.0133504 USD
1 November 2022; 1 INR = 0.0121051 USD

EUR > USD

1 November 2021; 1 EUR = 1.15619 USD
1 November 2022; 1 EUR = 0.993779 USD

With this information we can state that the value of both the EUR and the INR has gone down in the past year. This means that production cost most likely will be higher. Suppliers will ask a
higher price because they get less INR for the same amount of USD.
Financial plan
MATERIAL PRICE FLUCTUATIONS

To make a good and realistic cost price calculation it is also

essential to know the price fluctuation of the materials that are
being used. For the collection we use “Organic cotton” produced in
India as the material for our products. In the figure below we can
see that the price for organic cotton has gone up quite a bit since
2020. However, we do see a decreasing line in 2022. We will have to
regularly check up on the pricing level of this material to adjust our
cost prices accordingly.
 Shop-in-Shop
CONCEPT

Mood board

Inspiration board
 Shop-in-Shop
FLOOR PLAN
The smell of freshly baked cookies, the touch of crisp feeling cotton whilst singing along with a relaxed song.
Surrounded by colors that give you a calm and playful energy that reference to nature and transparency.
Shop-in-Shop
FLOOR PLAN
Display wall
 Code of conduct
As The Third will continues to grow and evolve, our commitment to Our Mission and Values endures—they form the basis for our culture and
guide how we act as individuals and as a company. 
We are all entrusted to make decisions that impact our reputation and relationships with each other, our customers, our business partners, and
our communities. Conducting business ethically, with integrity and transparency, is essential to preserving our culture and protecting our
brand.  
The “Code of conduct” provide guidance to help all of us make ethical decisions at work. It is up to each of us to live our values through our
actions. That means asking for help if you have a question or concern and if you are unsure of what to do in a situation, please speak up. 
The Third has a strict “Zero tolerance” rule for the following topics:
• Harassment
• Abuse or assault
• Bullying
• Reporting misconduct
• Intoxication
• Illegal activity
• Discrimination
• Plagiarism
This rule applies to all our employees and external partners. 
As a company we can be proud of the legacy we will create together for the fashion industry. Thank you for your partnership and commitment
to always doing the right thing and living our values.
Sustainable strategy/2050
Sustainable strategy/2050
PEOPLE
Fair wages:
• Have the productions done by factories in countries like, Portugal
or Turkey. This is because in these countries there are clear labor
laws to be followed, which is less so in India.
• Carry out checks by passing by the factories occasionally,
checking whether the workers are being treated well. Also
checking whether the factories' certificates are still valid. Once a
year.
• In the next few years, visit several suppliers and see which one has
the best working conditions and from there see if it is possible to
have production there.
• Introduce a cost method. This will show the costs incurred per
item and we will find out as precisely as possible that there is no
possibility of getting cheaper. By showing the prices to the
factories, you clearly show that there is enough money to pay the
workers enough.
Everyone matters: 
• Offer training for workers who would like to work in this industry
but do not yet have the level for it.
• No consideration is given to race, colour, gender, religion, political
opinion, union membership, nationality, social origin, defects or
disabilities when it comes to employees.
• Often conduct fair audits and take polls of employees, giving them
the opportunity to indicate when things can be improved. To make
this happen, special teams are set up to be there for the workers.
Every quarter in a year, these polls are conducted.
• Building long relationships with suppliers and employees.
 Sustainable strategy/2050
PROCESS
. .
Transparency:
• Sharing a factory list with the Dutch
Agreement on Sustainable Clothing and
Textiles (AGT). This allows everyone to
see which factories we work with.
Through the website Open Apparel
Registry (OAR), these factory lists will be
published. We will also publish this
factory list on our own website at The
Third.  hemp at Experium Innovation and Research Center in
• Our entire production process is
monitored through the Higg BRM. The
following components within the
company are checked; the management
system, the product, the supply chain,
packaging, use & end use, shops, offices,
our transport and distribution centers.
.
Improving the supply chain:
• Working together with our suppliers to see what can be
improved. Contribute more knowledge to the suppliers by
providing training.
• Being good to people's rights and constantly looking to see if
things can be improved.
• Looking into the possibility of using more sustainable
fabrics. As an option, hemp is a good substitute material for
100% organic cotton. An experiment was conducted with
Haaksbergen in the Netherlands. The results showed the
following data: hemp leads to significantly less CO2
emissions, less energy consumption, and less water
consumption. The disadvantage of hemp is that it is not
sturdy enough. For this, the solution was devised to add
recycled denim to improve the fabric. In this way, the world
is improved in several ways.
• Find suppliers in Europe that are more transparent than
those in India. This also lowers your CO2 emissions, because
the transport takes less distance and less time.
The law of women:
• Create a plan for women and security
legislation. This will involve collaboration
with the following organisations: Clean
Clothes Campaign, Clean Clothes
Campaign and Mama Cash. All these
organisations deal with women's safety in
factories in Asia. Training will be given to
the women working in the factories we
partner with. The trainings will ensure that
the women get a better knowledge of the
labour laws they are entitled to.
• In our reports, we will name the percentage
of how many of the workers in our factories
are women.
Sustainable strategy/2050
PRODUCT

Higher quality / Circularity Product quality and safety  Animal welfare

• The longevity of our products is essential. • We believe that high quality products are • Animal welfare is an important goal for
This means we keep on improving our the key to sustainability. To achieve this, the ethical view of our products. All
collections with higher quality products it’s important to have a good relationship products or parts of products
and less quantities. To achieve this with our suppliers.  manufactured for “The Third” should be
extensive product testing in our supplier’s • Our suppliers will receive a handbook of produced without harm or cruelty caused
laboratory is essential.  quality standards, which we will frequently to animals at any stage of production in
• We want to give costumers easy access to update.  the supply chain.
repairing our items. That’s why our stores • A third party will also do regular checks on • Within the collections of the third we
have multiple partnerships with local the safety and quality of our products. We ban use of fur, feathers, exotic skins as
tailers.  will adjust our standards according to their materials. 
• In addition to our repair service, we offer report. The test will cover the fit, durability, • To use as minimal wool as possible we
spare parts of our products from several and finish of our products.  will replace the material with Tencel. In
seasons back. These are stored at our • Our products will be 100% free from any the exceptional case that we must use
headquarters. harmful chemicals and substances listed on wool, we will only use wool with the
• Customer claims and feedback evaluated the Restricted Substances List (RSL). “RWS certificate”.
for continuous improvements.
 Strategy/2023-2028
Objective  theme  How are we going to do it? KPI (if nessesary) Starting year
Optilimize marketing Membership program. This program keeps track 2023
staretegy  Build a loyal custumer of how often certain costumers return. Every year we will amount of new members every 5 months 
base.  do an in-depth analysis of the statistics. 
Work with with upcoming online createors.   % of online traffic to the website via online creators  2024
Start partnership with UNICEF, 2028
specifically the child protection
focus area. Donating a 1% of every No KPI
Start partnerships with external product that gets sold to the foundation. 
channels. 
Start partnership with Zalando and Wehkamp to expand 2026
buying channels for costumers.  % of online orders via external sites. 
Create Monthly check-ups on cash flow budged.  amount of times we reache the budgets  2023
financial stability Put together pro and con lists of 2023
Leasing vs. Buying certain vehicles and equipment  No KPI
Create positive cashflow 
inventory checks every two months to keep 2023
track of our stock  % of over stock 
Regulary analysis our slow growth strategy 2023
Create a profitable and sales & pricing strategy. growth metrics and numbers show a
growth framework  Use this to create fundamental metrics to show investors.  proportional rising line 

  Shipping possibilities to France, Spain, and Belgium. 2025

Expending the brand thoughout Analyse how the new market responds and use that as a % of orders from new countries, and
Europe  basis to open up possible new stores.  what products 
Optilimize Production possibilities for By getting in contact with different suppliers 2027
production process  Portugal and Turkey.  and start building a relationship with them. Start making a No KPI
new supplier selection based on new information. 
Penetrate new markets by selling new 2025
Expant product range and stores products in the range. Do a market reseach
in EU % of revenue from new products 
and find out what costumers are missing. 
Optilimize sustainablity Increase transparancy Yearly CSR report.  No KPI 2024
throughout the whole supply towards costumer.  Expend partnership with Tex tracer. % of collection fully traceble in
chain Update new information every collection.  TEX TRACER 2024
 Strategy/2023-
2028
A TIMELINE OF ALL THE
GOALS
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