The document profiles the target consumer, provides research on competitors, and outlines concept and plans for a new sustainable shoe brand. It describes millennials and Gen Z as the target, who value sustainability. Competitor research examines brands like Eileen Fisher, Stella McCartney, and Theory known for sustainability efforts. The concept blends platform sneakers, heeled loafers, and sustainability using alternative leather and recycled materials. Details include material choices, prototype specs, budgets, and references.

1. ELEVATIONAdrianQuinonesRivas,AndrewFischer, Jamie Sevenish

2. The
Consumer
Profile
Demographics
• Millennials andGen Z
• FashionConscious/On-Trend
• Willingness tospendon anew brand
• Income:$50,000-100,000
• Education:Bachelor’sandMaster’sDegree
• Location:Urban/Professional

3. Psychographics
• Value-Based
• Caresaboutsustainability
• Likestokeep up appearances
• Enjoysa seamlesstransitionfromworktosocial
• Favorsquality
• Career-Driven
• Liberal/Open-Minded

4. Competitor Research
Eileen Fisher
• Is knownforher easyflowing andupscaleapparel
andfootwear
• Footwearis knownforitscomfortandfashion
forwardstyles
• Specificstylessheis knownforareflats,knit
booties,andpumps

5. Stella McCartney
• Isknownforherhigh-end sustainability
fashion
• Footwearis elevatedbutplatformsneakers
havegoneon tobeher trendingshoe
• In 2017,McCartneywas thefirstever
recipient ofthe SpecialRecognitionAward
forInnovationatthe 2017FashionAwards

6. Theory
• Is knownfortheir qualityandsustainabilityefforts
• Footwearis knownfortheirclassicsilhouettes:
• Wedges
• Boots
• Slingbacks
• Loafers

7. Reiss
• Isknownfortheirmid tolowerpriced
shoes(around$150)thatarestill really
goodqualityandstylish
• Specificstylessuch asloafers,pumps,and
bootsaretheirspecialty

8. Jeffrey Campbell
• Is knownforhis unique twistonfashionable
trendsin shoes
• Specific styleshe isknownforareloafers,
pumps,andboots

9. Marc Fisher
• Is knownforhis classictakeonpumps,
slingbacks,andboots
• His shoesaresupercomfortable,high
quality,andtheyarealwayson trend

10. Trend
Research &
Concept
Ourshoes blend three trends: platform sneakers, heeled loafers, and sustainability. While the upper
will bemade using high quality alternative leather, the platform of the shoe as well as the packaging of
ourproducts will bemade using recycledmaterials. We will also want to bean LLC business as that
specific style of running a business works well for a new brand for both ethics and tax purposes.

11. The Platform
Sneaker
Notedsneakertrendfor2020
Chic newclassiclookthatis
easiertowalkin thansky-
high heels
Picturedis oneofGucci’s
mostpopularplatformshoes

12. x
The Heeled
Loafer
Reminiscentof the60's,
the heeledloaferbrings
backapreppylookwith a
moderntwist(Saldana,
2019)
Mentioned in WGSN’s
footwearS/S20 buyer’s
briefing
Top, from left to right:
ToryBurch, Prada,
Fendi
Bottom, fromleft to
right: Gucci, Lanvin,
Louis Vuitton
SS20

13. Sustainability
• Likein 2019,sustainabilityremains avery hottopicin 2020
• 77%of respondentsofaglobal survey saytheyareworried
aboutthe damagethathumanscausetothe planet
• According toareportfromWGSN,brandsshouldfocusmore
onhow tocommunicatevalue andjustifyhigher pricedgoods
thataremoresustainable(Marian,2020)
• A studybyMcKinsey in theUS foundthat70%ofconsumers
wouldbewilling, in somecategories, topaya 5% premiumfor
productsthathavesustainableattributes

14. • Had anannualprofit(in 2017)of $54Million (Hoovers, 2019)
• Had asale-yeargrowthof2.08%(Hoovers, 2019)
• Uses theEnvironmentalProfitandLosstomeasurethe company’simpact
onthe environment
• Byusing this tool,theyfoundthatthe companymade6.97 million euros
fromits environmentalefforts(Stella McCartney,n.d.)
• Main driver ofresults hasbeen adecreasein productionofrawmaterials
(Stella McCartney,n.d.)
• In ordertoboosttheirenvironmentalefforts,StellaMcCartneyhas
decided tomakesurethe wooltheyutilizeis cultivatedfromthe highest of
qualityandis ofupmoststandardsin theircultivating farms(Stella
McCartney,n.d.)
Sustainable Competitors

15. • Theyalsohavedecided to partnerwithBoltThreads,a companythat
makesmanufacturedsilk fromyeastandsugar(Stella McCartney,n.d.)
• In herlatestcollaborationwithAdidas,StellaMcCartney’sshoeswere
madeoutof 50%recyclable material(Farra, 2019)
• The 4-Dprintedshoein thatcollection wasreportedtohaveproduced
zerowaste(Farra,2019)
• Utilizesvegan leather, re-engineered cashmere,forestfibres,furfreefur,
organiccotton,andrecycled nylonandpolyesterin all herproducts(Stella
McCartney,2019)
Sustainable Competitors

16. • Had annualsalesof$283Million in 2018(Hoovers, 2019)
• An articlein Forbes magazinestatesthat“Eileen Fisheris arguablythe leaderin
sustainablefashion”(Samaha,2018,para.1).
• Uses afelting machine thatonlyautomotivecompaniesusein ordertostitch
togetherfabricswiththe useofbarbneedles (Samaha,2018)
• Has its“RenewInitiative,”a programwherethe companybuysconsumers’
usedclothingandeitherre-sells themor uses thefabricstocreatea new piece
altogether(Samaha,2018)
• Utilizesorganicfibers, recycled fibers,andsustainablefibers(Eileen Fisher,
2019)
• PartnerswithNativeenergy in ordertodecreaseitsoverall CO2emissions as a
company
• Utilizesmoreorganicfarmingandbydoing so,haslowered its waterusageby
20%(Eileen Fisher, 2019)
Sustainable Competitors

17. Materials
Piñatex Leather
• Naturaltextilemade frompineappleleaf fibre(Pinatex,
2019)
• Is sustainablysourced, madefromnaturalpineapple
leaves thatwouldotherwisebewaste,low waterusage,
low productionwaste,andhasno chemical oranimalby-
products(Pinatex,2019)
• Createsa newsourceofincome forpineapple farmers
fromthe moneytheyget byselling pineapple leaves
(Pinatex,2019)

18. PlatformSneakerSpec

19. MuleBucklePlatform

20. OxfordHeeledLoafer

21. Bill of
Materials
Line Sheet

22. References
• Croft,C. (2019, August14).Stella McCartneyWins A NewAwardForHerLifelong Stance.RetrievedApril 28,2020,from
https://www.vogue.co.uk/article/stella-mccartney-wins-british-fashion-awards
• Eileen Fisher.(2019). WhatWeDo.Retrievedfromhttps://www.eileenfisher.com/what-we-do?country=US
• Farra,E. (2019,February15).StellaMcCartneySoundsOffonSustainability,FauxLeather,andtheLackofHonestyAroundBoth.
RetrievedApril28, 2020,fromhttps://www.vogue.com/article/stella-mccartney-sustainable-fashion-leather-conversation
• Hoovers.(2020). StellaMcCartneyCorporation.Hoovers CompanyProfiles.RetrievedfromD&BHoovers database.
• Hoovers.(2020). Eileen FisherCorporation.Hoovers CompanyProfiles.RetrievedfromD&BHoovers database.
• Pinatex.(2019). Responsibility.RetrievedApril 28,2020,from https://www.ananas-anam.com/responsibility/
• Samaha,B.(2018, August30).How Eileen Fisher's DesignWorkInitiativeIs EffectivelyStrengtheningSustainabilityIn Fashion.Retrieved
April 28,2020,from https://www.forbes.com/sites/barrysamaha/2018/08/28/best-sustainable-fashion-companies-eileen-fisher-
designwork/#1101d2954b67
• StellaMcCartney.(2020). StellaMcCartney.RetrievedApril28, 2020,from https://www.stellamccartney.com/us