Teng MaSara Spicer

Sydney BarnettPanu Choopojcharoen

LES GRISGrey is the new green

Mission

As we experience life in a casual world, busy from day to day, constantly running around, Les Gris finds it imperative to offer clothing to fit and mold around these demands. We strive for our label to never by lazy or overtime consuming, but offers pieces with design at heart, and sustainability in mind.

Vision

It is our hope to expand from California and make a company that is able to offer comfortable and sustainable clothing to the masses in the U.S, and support finding new ways to make our clothing, production, and distribution les hazardous to the world.

Value

We value the earth and constantly are looking for new ways to reduce the negative impact we cause, while also considering design key to inspiring others to do the same.

Target Market Overview

Market Analysis

Market Size

20%

15%24

.84%

8.04

% Loungewear$26417.50mn

Sportswear$81674.30mn

20%

15

• U.S apparel market is the biggest apparel market in the world

• 2013 total retail value is $328,747.60 mn

Market Share

• Increase and decrease synchronously

• Continuing expansion after

2010

Unique Characteristics

• The most rapid growing market (Sportswear)

• Provide ease for activities to the wearer

• The merge of Loungewear and sportswear

Wearer Information for Sportswear

Market Trend

• Continuing growth trend in retail value after 2009

• Sportswear section’s retail value increased dramatically since 2010

• Lifestyle shifting

Competitive Landscape

• Competitors from both loungewear section and sportswear section, and fast fashion

• Muji, Victoria’s Secret, H&M, Ralph Lauren and NIKE are selected for top competitors by evaluating their market share and accessibility, target consumer, market position and price.

Sustainability Evaluation

Evaluating Factors

• Materials• Manufacturing• Packaging• Product Disposable

NIKE

• Focus on R&D of inventing new sustainable materials

-e.g. Fly knit, turn recycled polyester into high performance gear

• Manufacturing list transparency

• Waterless dying facilities to reduce water consumption

• Reuse-A-Shoe Program

MUJI

• Minimalism as the brand core value, sustainable lifestyle brand

• Recycled materials, excellent quality control to minimalize production process

• Participation in UN global impact

Current Sourcing Practices

• 191 Suppliers of women’s loungewear from 20 countries

• Top suppliers are located in Bangladesh, China, India, and US.

• Bangladesh is known for exporting the most loungewear products to the US.

Current Sourcing Practice

• The US companies that offer sustainable apparel products have their own domestic suppliers and manufacturers.

• Recover and SustainU provide recycled knitwear at the very affordable prices. A single T-shirt can cost from $12 to $18 at retail price.

• Since loungewear is considered knitwear, these companies indicate that it is possible to create sustainable loungewear within the US.

Current Distribution Channels

• Most luxury and high-end department stores have their own loungewear or sleepwear categories.

• Notable brands that high-end department stores carry are UGG Australia, Splendid,Oscar de la Renta Sleepwear, Style&Co.

• Fast fashion brands also offer loungewear products both in-store and online, such as Uniqlo, H&M, Victoria’s Secret

Factors Driving the Future Growth

Increasing Concerns in Sustainability

• Sustainable practices and environmental concerns have increased among businesses and consumers

• H&M, Levi’s, and American Apparel, have tried to incorporate sustainable or “green” strategies within their products and services

• 70% of all consumers are willing to become sustainable as long as it saves them money.

Emerging Trends in Loungewear

• The concept of combining luxury and comfort together has been one of a major fashion trend since 2010.

• Many designers started to gain inspiration from pajamas and created garments suitable for both indoor and outdoor activities.

• Today’s consumer has started to incorporate casual looks into the workplace, including pajamas and loose outfits worn outside of their own houses.

Target Consumer

Age

• Target consumer Millennial generation Both Men and Women Age group 18-24 and 25-35

• Average green consumer 12% being 14-24 23% being 25-34

Income

• College age and graduate students (18-24) may have some income below 10k a year, most are still living off of their parents, or student loans.

• Most 24-30 year olds are looking to establish a career and find themselves in the 30k-40k salaries.

• While consumers above 30 have a consistent job or are working their way up at this point making from 50K-75

• With Les Gris being located in California, we averaged the annual income to be a little of 50k per year

Demographic

• The sustainable/millennial generation is generally raised in upper middle class where they are exposed to more disposable income.

• They are just getting out of college, working to establish a career, or within a consistent career, therefore putting them in more of the middle class.

Location

Education

Current Garment Lifecycle

Current Garment Lifecycle

Current Garment Lifecycle

Product Development & Sourcing

Inspiration and Concept

Products

• 40% Men • 40% women• 20% Unisex

Color and Materials

Jersey Knit (Union Made) Fabric Content: Blended and Synthetic - 65% Recycled Cotton - 35% Recycled Polyester (from plastic bottles)Made in USA

RPET Fine Cotton Fleece 30/1 combed ring spun Fabric Content: Blended and Synthetic - 50% Organic Cotton - 50% Recycled Polyester (from plastic bottles)Made in USA 

Color Scheme

Sourcing

• Made in USA

• Professional team and specialization in knitwear

• Sustainable Products that meet Les Gris’ needse.g. recycled fabric, high quality producing, acceptable price

• Private Label, Customer Apparel and other services

• Good Customer Services

Impact Measurement

Waste minimization

• Reduce the amount of waste from post-consumer wastes such as plastic bottles, cotton fabric, polyester fabric, and etc.

• Reduce the amount of natural resources used in manufacturing, such as energy, water, oil.

• Reduce the amount of pollution (soil, air, and water) resulted from various manufacturing

Customer Engagement

Function

Care Instructions

 • With Les Gris’ choice to eliminate the use of waterless dye from the

clothing, the company does encourage alternatives to washing machines that use large amounts of water

• Machine Wash Warm• Gentle Dry (Tumble Dry Low)• Gentle Ironing (Low-Heat)• High-Temperature Laundering is permissible• No dry clean• No bleach

Disposal

 Good or Acceptable Condition• Donating to a charity • Selling to a consignment shop• Garage Sale• Giving to other people (Unisex line’s benefits)• Recycling via crafting

 Poor Condition• special process in material recycling • separate the blended fabric into polyester and cotton ,• and convert into Lyocell and PET, via chemical recycling

Branding & Messaging

Branding • Recyclable

materials

• Thanks card for consumer education

Cost

Product Cost

Packaging Cost

Thank You!