PREPARATION OF BRAND CHARTER, USER PERSONA, MARKETING MIX STRATEGIES FOR

ONLINE & OFFLINE CHANNEL AND CUSTOMER ENGAGEMENT POLICIES

Subject – Luxury Brand Management

Submitted by:

Aayushi Verma (MFM/18/823)

Khushbu Kumari (MFM/18/873)

Kritika Rani (MFM/18/1118)

Saurabh (MFM/18/809)

Submitted to:

Dr. Rishikesh Kumar

(Assistant Professor)

IN PARTIAL FULFILLMENT OF THE POST GRADUATE DEGREE "MASTER OF FASHION

MANAGEMENT (MFM)"

Submitted to

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology (NIFT)
Mithapur Farm Area,
Mithapur Patna – 800001, Bihar

Phone number – 06122340032

Website – www.nift.ac.in
 ACKNOWLEDGEMENT

In preparation of our assignment, we had to take the help and guidance of some respected persons,
who deserve our deepest gratitude. As the completion of this assignment gave us much pleasure,
we would like to show our gratitude to Assistant Professor Dr. Rishikesh Kumar, our subject faculty
of National Institute of Fashion Technology, Patna for giving us good guidelines for our assignment
throughout numerous consultations.

We would also like to expand our gratitude to all those who have directly and indirectly guided us
in writing this assignment.

Students Signature:
 TABLE OF CONTENT

S.no TOPIC Page no

1. Luxury Brand 1
2. Brand Charter 2
3. User Persona 2
4. How user Personas benefit business 3
5. How do you make User Persona 4
6. Five user Persona tips 5
7. Customer engagement 6
8. Importance of engaging customers 7
9. How Luxury Brand delight customers 8
10. Brand Introduction 11
11. Need of sustainability 12
12. STP 17
13. Production process 18
14. Product category 19
15. Brand Identity Prism 20
16. Brand Resonance model 22
17. Marketing Mix 22
18. Human resource strategies of Thoughtful 24
19. User Persona of Thoughtful 25
20. Digital marketing strategies of Thoughtful 27
21. Customer engagement strategies 30
22. Global recognition 32
23. References 34
 LIST OF FIGURES

Figure no Figure name

1. Logo of Thoughtful
2. Dress
3. Top
4. Jumpsuit
5. Jacket
6. Shirt
7. Brand Identity of Thoughtful
8. Brand Equity Model
9. Logo of Chanel
10. Logo of Burberry
11. Logo of Louis Vuiton
12. User persona of Thoughtful
13. User persona of Thoughtful
14. Window display of Thoughtful
LUXURY BRAND
A luxury brand or prestige brand is a brand for which a majority of its products are luxury goods. It may
also include certain brands whose names are associated with luxury, high price, or high quality, though
few, if any, of their goods are currently considered luxury goods.

Luxury brands are regarded as images in the minds of consumers that comprise associations about a
high level of price, quality, aesthetics, rarity, extraordinariness and a high degree of non-functional
associations.

WHAT DEFINES A LUXURY BRAND?

 PRICE: The brand offers products which belong to the most expensive products of their
category.
 QUALITY: The brand offers everlasting top-of-the-line products, which won't be disposed of
even after long utilization or defect, but rather repaired and which often even gain in value
over time.
 AESTHETICS: The brand behaves like a chic and vain dandy, who would never leave the house in
less than perfect style. Whenever and wherever the brand is seen, it embodies a world of
beauty and elegance.
 RARITY: In contrast to mass-market brands, the brand needs to limit its production and tries
not to disclose its (high) sales numbers. The brand plays hard to get and is not available at all
times or places.
 EXTRAORDINARINESS: The brand has a mind and style of its own and its products offer a "kick"
and surprise with the "expected unexpected."
 SYMBOLISM: The brand stands for "the best from the best for the best"; its charisma fills the
room, and regardless of whether it is of a conspicuous or understated nature, deep inside, it is
swollen with pride.
 MEANING: Luxury has to be built on reality. Increased ability, better materials, and durability
are all real. The price reflects the increased expense of incorporating these elements into a
luxury product. The look is created to set these qualities apart in a distinctive way. These things
are real.
 SERVICE: The expense spent on luxury means that an element of high-quality service is
expected. This also creates a relationship between a customer and a brand. Brand loyalty
comes from repeated positive experiences. Communication shouldn't just occur when there's
something wrong. It should occur when everything's right, to reinforce that everything's right
and there are more opportunities available for that to be reinforced. (Thatagency, 2019)

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BRAND CHARTER
A brand charter is the ultimate profile of a brand that includes the key summary elements of the
brand equity tracking i.e. ratings, charts.

A brand charter is an overall strategy that sets the course for a brand. This outline identifies the long-
term goals of the brand and how it will interact with and overcome the challenges of its marketplace.

USER PERSONA
Personas are fictional characters, which companies create based upon their research in order to
represent the different user types that might use their service, product, site, or brand in a similar way.
Creating personas will helps to understand the users’ needs, experiences, behaviors and goals. It can
help to recognize that different people have different needs and expectations, and it can also help to
identify with the user company is designing for. Personas make the design task at hand less complex,
they guide company’s ideation processes, and they can also help them to achieve the goal of creating a
good user experience for their target user group.

User personas are semi-fictitious representations of any company’s target customers. A user persona is
framed from real customer discovery and researching the needs, goals, and observed behavioural
patterns of a target audience.
User personas help organisations get inside the mind of the audience. They allow companies to gain
valuable insights and make decisions based on their users’ needs.

Luxury ecommerce sites have three user personas: Whales, Middle Class, and Window Shoppers.

WHALES

The term “whales” refers to the ultimate luxury shopper. They are big spenders who do not need to
think twice about buying a $10,000 watch. For luxury, whales, equivalent to the top 20% of customers,
make up 80% of the company’s revenue.

For example, Tiffany & Co.’s top 20% customers spent an average of $4300 each in 2016. In
comparison, its middle-tier customers spent on average $300 in 2016. Whales will have the highest of
expectations compared to the other two personas, expecting their online experience to be as lavish
and personalized as their in-store experience.

MIDDLE CLASS

These are the shoppers who have their “moments of wealth.” They typically save for a particular
luxury product but do not frequently buy from luxury brands. Understanding what items they are

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saving for and when they plan to buy will be key for luxury brands to increase conversion with this user
persona.

WINDOW SHOPPERS

These are the consumers who yearn to possess luxury items but do not have the means to do so.
Although they are not ready to buy luxury products now, they could be in the future. During the time it
takes for these shoppers to consider their options and waiting to have the means to purchase, luxury
brands and retailers have a window to grow their brand awareness.

Asking for a small action, such as following on Instagram, is the first step for luxury brands to engage
with window shoppers. This is where providing compelling branded content becomes key.

For example - Chanel has the most Instagram followers of any luxury brand likely due to their
attention-grabbing posts. Chances are many, if not majority, of the 25+ million followers have never
made a Chanel purchase. Instagram has allowed the brand to capture a massive audience that it can
leverage to grow its awareness through word-of-mouth and interaction.

Without an online wish list, creating a personalized experience for each of these personas becomes
onerous. Wish lists help in determining which product type a customer prefers, demographics data like
their gender and budget, and capture email addresses. With an email address, retailers can segment
their customers and target based on what’s in their wish lists. (Kenneally, 2019)

USER PERSONAS AND SEGMENTATION

Using behavioural and psychographic data, a business can reflect on who their users are, what they
need, and what may stop them from getting it.
Psychographic segmentation capitalizes on specific characteristics and psychological qualities that
make a user unique. By dividing customers based on psychological factors like behaviours,
personalities, lifestyles, values, and social status, businesses can then analyze the data to predict how a
user will respond to targeted marketing campaigns.

HOW USER PERSONAS BENEFIT BUSINESS

User personas are extremely useful to grow and improve a business. They help uncover the different
ways people search for, buy, and use products, so that companies can focus their efforts on improving
the experience for real people through real data.

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User personas benefit a business in several ways:

 CREATE CONSISTENCY ACROSS THE BUSINESS

User personas offer a company-wide understanding of their users. Personas also create a
consistent and specific understanding of each target group of customers within the company.

 SIGNAL USER BEHAVIOUR

By gaining insight into the backgrounds of user personas, companies will have a better
understanding of where their real users spend their time, where they obtain information, and
which social networks they thrive in. This information allows them to target and promote their
products or services in places where they will actually be seen.

 HELP WITH USER-FOCUSED REASONING

User personas help in eliminating waste time and resources by clearly focusing on the needs of
the user.

 IMPROVE DESIGN AND DEVELOPMENT WORKFLOW

Personas allow companies to gain knowledge of user behaviour and create consistency across
their business. They’re also incredibly valuable in enabling design and product managers to
create better products, services, and designs. Better development guarantees their ability to
suit the needs and preferences of their real users.

 DEFINE PRODUCT POSITIONING

A user persona tells with research about how to face the challenges and problems that come
with product positioning.
User personas allow companies to operate more effectively as a business all the way down to
clearer decision making and positioning.

HOW DO YOU MAKE A USER PERSONA?

 NAME: User personas should feel like a real person. Giving them a name is the first step.
 PHOTO: Brands always want to put a face to a name. Some companies choose to use fictional
characters and celebrities as their persona photo to create a new and original identity that’s free of
stereotypes or preconceived traits.
 PERSONAL MOTTO: This helps in building out the persona to make feel more realistic.

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 BIO: Everyone loves a good back story. Give your persona a little history. Where did they grow up?
Why did they choose their current job? How do they spend their free time? Include some details
that help make them unique.
 DEMOGRAPHICS: Companies want to target users with specific interests, wants, and needs, rather
than their perception of those things. Including demographics will help in improving their
understanding of and relationship with users; so that they can relate to them in the way they
want.
 PERSONALITY TRAITS: Assigning personality traits might help the company to understand if they
need faster site designs or the option to comparison shop.
 MOTIVATIONS: The goal is to get inside their user’s head and understand how they think. More
importantly, what motivates them to use your product?
 GOALS AND FRUSTRATIONS: Persona’s goals and frustrations should directly relate to their
business needs, it’s worth highlighting goals that their persona may have outside of those their
product or service directly impacts.
 PREFERRED BRANDS AND INFLUENCES: The companies can learn a lot about a person by diving
into brands they like and influencers they follow. Chances are the marketing tactics used by these
brands and influencers will likely apply to the company as well — allowing them to craft their
outreach accordingly.

FIVE USER PERSONA TIPS

There are user persona basics, and then there are components that create an exceptional persona that
will not only help companies to understand their target audience but also allow them to create better
products for their users.

1. USE A MAP THAT DEPICTS COMPANIES CUSTOMER/USER JOURNEY: This is a great way to study
how people use a product and find both positive and negative experiences.
2. USE ILLUSTRATIONS AND VISUALS TO EMPHASIZE PERSONA INFORMATION: Illustrations and
easy-to-digest visuals go a long way in effectively adding context and information. To make the
user persona guides more memorable, incorporate design elements that reflect each individual
persona.
3. HIGHLIGHT COMMON METRICS AND KEY DIFFERENCES: To avoid comparing abstract things like
bios and keywords, try highlighting one similar metric between user personas. At the same time,
different people have different goals, problems, and preferences, so pointing out key differences
can be useful in keeping marketing campaigns segmented and the product features focused.
4. USE SLIDING SCALES TO DEFINE USER CHARACTERISTICS: There are some aspects that are better
represented on a sliding scale, such as personality traits and skills. Doing so prevents a persona
from being stereotyped or depicted inaccurately.
5. KEEP THEM SHORT AND SWEET: A persona is supposed to be a concise snapshot of a particular
segment of the target customer base. (Karnes, 2019)

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CUSTOMER ENGAGEMENT

Customer Engagement is the emotional connection between a customer and a brand. Highly engaged
customers buy more, promote more, and demonstrate more loyalty. Providing a high-quality customer
experience is an important component in your customer engagement strategy.

WHY IS CUSTOMER ENGAGEMENT IMPORTANT?

If any company don’t have a customer engagement strategy, they could be missing opportunities to
interact with customers and build a relationship with them. There is no single customer engagement
method that works for every company across all industries; however, a sincere focus on empathy,
clarity, and simplicity in their dealings with customers and prospects should be the basis for all of their
customer engagement activities. There are many positive customer engagement examples that can be
used to model a customer engagement strategy; major brands use everything from funny, responsive
social media agents to personalized discounts and offerings to inspire loyalty and affection in their
customers. (Calabridge.com, 2019)

HOW TO CALCULATE CUSTOMER ENGAGEMENT

GUEST CHECKOUT RATES

 WHAT IT IS: The number of customers who complete a purchase without making an account.
 HOW TO CALCULATE IT: The number of orders completed by a guest/total number of orders.
 WHY IT MATTERS: When a customer creates an account, they are more likely to come back to
make another purchase.

PURCHASE FREQUENCY (PF)

 WHAT IT IS: How often your customers make a purchase at your store.
 HOW TO CALCULATE IT: Number of orders in the last 365 days.
 WHY IT MATTERS: When the company will know how long it takes the average customer to
make another purchase, they’ll have a better understanding of how engaged their customers
are.

AVERAGE ORDER VALUE (AOV)

 WHAT IT IS: The average amount a customer spends when they make a purchase.
 HOW TO CALCULATE IT: Total revenue over the last 365 days.

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  WHY IT MATTERS: This number will tell how much the average customer spends per purchase
when they shop with the brand.

REPEAT PURCHASE RATE (RPR)

 WHAT IT IS: The percentage of customers who’ve made more than one purchase at the store
within a specific period of time.
 HOW TO CALCULATE IT: Number of customers that bought more than once/total number of
customers.
 WHY IT MATTERS: Repeat purchase rate of customers gives the brand a clearer snapshot of the
effectiveness of their entire retention strategy because it tells them how many customers are
engaged enough to make more than one purchase at their store.

THE IMPORTANCE OF ENGAGING CUSTOMERS

Engaged customers are good for business. A fully engaged customer generates 24% more revenue than
the average customer.
THEY SPEND MORE MONEY
Customers who frequently interact with any brand will spend more money than those occasional
shoppers. Engaging customers keeps the brand in the forefront of their minds, making them the first
brand they turn to when they are in need.
THEY ARE EASIER TO RETAIN
It costs more money to acquire a new customer than to retain an existing one. This is even truer when
retaining a customer who is fully engaged with any company’s marketing and services. Because they
understand what the brand stands for, and the value they offer and because they spend time building
a relationship with them, they are less likely to churn.
THEY REFER THE COMPANY TO THEIR CONTACTS
Engaged customers will tell people about their interactions with the brand. Whether it’s sharing a blog
post or just recommending their product to a friend or family member, engaged customers can help
market your product.
It requires brands to make a dedicated effort towards building something that customers want to
engage with. That might be valuable content, a supportive community, an inspiring movement or a
useful product.
The good news is that customer engagement is an upward spiral. As the brand pull customers in, they
become more closely connected to their brand and they become even more engaged. The more

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engaged they are, the more they purchase and find more value. It’s a never ending, positively
reinforcing cycle.

HOW TODAY'S LUXURY BRANDS DELIGHT CUSTOMERS

In this era of the empowered customer who has 24/7 access to information, brands have to act
intentionally according to what’s important to the customer, how they want to be serviced and how
luxury brands fit into customers' lives.

CUSTOMER ENGAGEMENT STRATEGIES

 MEMBERSHIPS AND IN-STORE EXPERIENCES

More than 90% of luxury sales still take place in stores. But the new focus is on experiential
retailing. It’s all about ‘who I am’ rather than ‘what I have’. Experiential retailing needs to offer
luxury consumers a place to not only shop, but also listen to music, eat luxurious foods, touch
and try products, and most importantly, hang out with their friends and share the experience.”

Many luxury brands host VIP, member-only events such as fine dining experiences, spas and
wellness centres. These exclusive events add a social dimension to the brand and also allow the
target audience to test products.

 KNOWLEDGEABLE AND EMPATHETIC FRONTLINE TALENT

A friendly, knowledgeable representative is seen by many as the most important element of

good customer experiences. Every ‘function, feature, colour, size and usability’ must be known
by the brand’s sales people. When a staff member illustrates they are intellectually invested in
a brand and its products, this boosts the prospect’s confidence in the professional’s opinion and
leads to increased customer purchasing.

Being met by a friendly, approachable staff member who seems happy to see you and 100%
willing to help delights customers. Staff members should balance this with knowing when to
give customers sufficient space to browse. Each customer deserves respectful, understanding
and helpful service - even if it’s the 100th interaction of the day. High-end businesses pride
themselves on this trait.

Marketers try to put helpful insights into the hands of emotionally intelligent employees by
decoding past behaviours, signals and buying traits. This paired with training on empathy,
anticipation and learned contextual listening empowers the employees to provide
differentiated experiences for the customer. Positive emotions feed into long lasting rapport
between brand and consumer.

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 PREMIUM PERSONALISATION

Acknowledging customers’ desires for options tailored to them, enhances their experience.
Customers often share information about themselves with businesses, so offering personalised
deals for them. Monitoring buying habits to offer products similar to previous purchases helps
to impress the customer and make them feel valued. When it comes to delighting the
customer, luxury brands must use this attention to detail to offer something personally special
and unique to prospects.

 DATA SCIENCE AND PREDICTIVE CUSTOMER EXPERIENCE

Behavioural data has the potential to help luxury brands outmanoeuvre cheaper and direct
competitors. Data visibility is the key to being one step ahead to anticipate customer needs and
surprise them with personalised suggestions. As the customer weaves their path to purchase
between the physical and digital world, they exchanges data that brands want in return for
information.

With the right mix of data activation and data science, the consumer’s touch points can be
mined to understand the likeliest next action – be it a store visit, a phone enquiry, booking of
an appointment, or leaving never to return. This type of digital “closed loop” opens up a wealth
of opportunities. The in-depth customer knowledge of their buying history and their online
enquiry enables a greatly enhanced in-store appointment. Product recommendations based on
this data can, for instance, be shared with salespeople ahead of the appointment, so the
customer can have a completely personalised experience, with their needs anticipated and any
ideas for matching or ancillary purchases curetted to be ready on their arrival.

 ACCURATELY ACTIONING VOICE OF THE CUSTOMER DATA

Customers will highlight issues that may be missed internally. With luxury, it’s assumed that
when a customer offers an opinion it is not just acknowledged, but actioned - especially in the
case of complaints these need to be resolved swiftly and with empathy. It’s one thing to say,
‘we’ve received your feedback’ but it’s another to react with helpful, compassionate solutions.

Sales associates may avoid inviting customers to complete a survey if they suspect the response
will be negative, this further distorts the data. He reminds that the average conversion rate for
luxury boutiques is only 15%, which means 85% of customers are ignored.

 REMOVING POINTS OF FRICTION

Frictionless purchasing isn’t the end of the buyer’s experience. Free return shipping, easy in-
store returns and quick return processing are now the norm. While it may be expensive for the
retailer, these elements are absolutely a necessity to build on customer retention in the long
run.

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 CONSISTENCY

Consistency helps make customers feel comfortable. When a customer receives positive
interactions, consistently, they will be excited to return, time and again. It’s comforting to know
exactly what to expect, especially when interactions are consistently delightful.

 BRAND VOICE, TONE AND ATTITUDE

Every customer care specialist must have a core understanding of the company's ethos. Every
phone call, email response, chat reply and in-store customer should leave with the exact same
positive feeling. Customers recognise subtle branding and will associate it with the company’s
experience. This is expected of all brands a customer interacts with, so how do luxury brands go
the extra mile? Usually by adding a personal touch, staying formal, respectful and without
impatience. Luxury brands need to do the unexpected, be unique and remain an allure of
elegance and alacrity.

 COMMUNICATION

Brands have to communicate to the customer on a level that works for them. Customers want
to seamlessly navigate or be navigated around the customer journey, moving between
platforms seamlessly. This constantly-connected consumer wants to be proactively
communicated with and have their pain-points intuitively predicted to solve any potential
problems. It is the responsibility of the company to initiate conversation, particularly when it
comes to luxury experiences - remember - luxury brands must always be at least one step
ahead of the customer.

 ONLINE CHANNELS

High-end brands have traditionally approached online selling with caution, as they feared it
cheapened their brand or made it less exclusive. It is imperative that brands have an online
presence if they want to maintain or boost sales, especially on mobile devices. Shopping online
is now an activity people indulge in at work, in front of the TV and even in the bath.

Blogs, regular content and news are native to millennials, and often relied upon for education
and inspiration. For example - Louis Vuitton and Gucci use their blogs LV Now and Gucci
Stories to promote new lines, news, events and notable exhibitions. The brands’ creative,
insightful content engages customers and spikes interest.

 SOCIAL MEDIA

Luxury brands have notoriously branded themselves on exclusivity, and shunned social media in
fear of cheapening the brand. But now that the consumer is becoming increasingly computer
literate and younger customers have more disposable income to enjoy spending, it would be a
mistake to neglect connecting with these customers online. Social media platforms allow

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 customers to speak directly to brands and influencers thus leading to empowerment,
engagement and also allows the brand to update each customer of their journey personally.
Behavioural psychology tells us the more empowered, engaged, and updated customers during
their journey; the less likely they are to assign blame to the brand when things go wrong.”

For example - Louboutin has a strong social media presence fit with dynamic imagery and fresh
content that showcases new products and events. (Alexander, 2019)

BRAND INTRODUCTION

Figure 1 Logo of Thoughtful

The brand was incorporated in 2007 in Mumbai, India. Thoughtful has been running for 12 years 4
months. There are currently 2 active directors and 1 active secretary.

Thoughtful is a contemporary sustainable clothing brand. Drawing inspiration from nature, vintage and
the world around us, their collections are diverse, inspiring and unique. Having crafted thoughtfully
designed clothing for over 12 years, it is now one of the INDIA’s leading sustainable luxury fashion
brands. It commitment to the environment is woven into every garment and their fabrics include
organic cotton, bamboo, rayon, tencel , responsibly sourced wool.

It work with some of the same factories they did when they first started and believe in growing
business together. People and partners are important to them – they have a Code of Conduct and
other policies that put them first. Everyone employed by Thought is treated with respect, paid a fair
wage and free from any kind of discrimination – it really is a brand with a conscience.

Thought provides clothing for men and women. The company offers dresses, tunics, tops, knitwear,
leggings, trousers, jackets and coats, skirts, wraps, loungewear, nightwear, underwear, socks, and
tights for women; and jackets, shirts, tops, t-shirts, sweats and hoods, knitwear, trousers, shorts, socks,
and underwear for men. It sells its products online and through stores.

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COMPANY PROFILE
Director of the company: - Suresh Singhania

Country of origin: - India

Incorporated on: - 5th September 2007

Address: - Thane, Mumbai, Maharashtra, (Pincode – 400080)

Net worth (till 31st Jan 2018): - 700 Crore

Nature of business: - Retail of clothing & footwear

Retail outlet: - Five independent boutiques & shops across the India in Mumbai, Kolkata, Delhi,

Bengaluru and Chennai

NEED OF SUSTANIBILITY
The need for sustainable fashion is now more than ever as the hazardous processes of clothing
companies for decades have negatively impacted the environment. With the rising awareness among
the consumers in India to bring about a change in fashion industry has helped in choosing one of the
leading sustainable fashion brand of India to launch in India. As a sustainable clothing business,
Thought is always looking for ways to be more thoughtful and help others, raising funds for
environmental projects or participating in workshops where new skills are learned and passed on
again. The mantra – “WEAR ME, LOVE ME, and PASS ME ON” gave the brand a unique personality and
Global recognition for being 360 degree sustainable fashion brand.

The reason why we have chosen the brand thoughtful to launch in India is because this brand is a
contemporary sustainable clothing brand. Not many sustainable yet fashionable clothing brands are
here in India. India is becoming more and more aware of the need for sustainable clothing and hence it
will be a huge opportunity for both brand and the Indian consumers if this brand launches in our
country.

WHAT IS SUSTAINABILITY?
Sustainability is considered as the development that meets the needs of the present without
compromising the needs of the future generation. Sustainability is basically concerned with taking
mankind towards a better life as well as the limitations that are imposed by the nature. The concept of
sustainability has three dimensions that are social, economic, and environmental, and the three
dimensions must be in harmony. The basic aim of sustainability is to meet the needs and well being of
the future generations while fulfilling the needs for the present in an ethical way. According to the

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early pioneer of sustainability, Herman Daly, the renewable resources should not be more than the
rate of regeneration and that the rate of waste generation should not be more than the capacity of the
environment. (Odio E, 2011)

To put it simple words, sustainability can be associated with one single dimension that is well-being,
and the ultimate goal is to balance well-being with sustainability. (Bhuiyan Z, 2015)

Currently, sustainability in fashion is a very crucial issue. A lot of organizations and fashion conscious
personalities have stepped forward to encourage the campaign and a good environment for
tomorrows. The main focus should or concern should be the activities which are taken up by various
brands related to fashion from the manufacturing to the marketing process currently. In today’s world,
fashion is considered to be the most crucial issue for the ecological dimension with concern. In order to
conserve the environment and our nature, sustainability in fashion is the most crucial need in today’s
fastest growing world. (Eckert C, 2010)

In 2012, Holly Pui‐Yan Ho and Tsan‐Ming Choi are explaining why fashion companies would, go green‟
and to evaluate business models and sustainable supply chains. By using the Five‐R framework, the
authors further evaluate the initiation, implementation and institutionalization journey of a local
fashion company and generate important insights and findings. In their result, they showed
evidentthat fashion companies can seize competitive advantage through strategic management of
environmental challenges. In their greening initiatives, fashion companies should strongly consider the
product development process and extend stewardship across the multiple life‐cycles of products.
(Choi, 2012)

HOW IS SUSTAINABILITY RECEIVED GLOBALLY?

Fashion is a universal language that has the power and potential to create inclusiveness in human
beings around the world. (Sadhguru, 2018)

Sustainability is very well received globally. There are now a lot world famous fashion brands that are
popular for the sustainability of fashion by its conservation policy. These days, consumers are looking
for labor that is sweat free, a process that is energy efficient, and that holds a sustainable and ethical
ground and a lot of brands these days have become conscious about the same. Also, the brands have
become conscious about the issues of labor laws, child labor laws, and the work environment laws for
workers.

There are a lot of events that have been going on globally that support sustainability. Various fashion
brands have started becoming conscious about the issue. For instance, NY Fashion Week was closed
with ‘Fashion for Peace’ event that was focused on sustainability (2019). This event highlighted
conscious and sustainable fashion. It also promoted natural textiles. The looks that were created by
various designers showcased handmade textiles. The styles that were featured in the show were by

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Norma Kamali, Mara Hoffman, Mimi Prober and Sabyasachi MIndiaharjee. Sadhguru had travelled to
New York to cover the e-show of the four designers Norma Kamali, Mara Hoffman, Mimi Prober and
Sabyasachi MIndiaharjee (Boucher V, 2018) “One of those is textiles. Because we want more and more
and big and bigger, everything's become so violent. Bringing back natural fibers is a gentler and more
peaceful way of making our clothing.”(Sadhguru, 2019) (Boucher V, 2018)

Norma Kamali created impromptu silhouettes made out of pale gauze. She said that she got inspired
by the fabric. She spent a lot of time in the Sahara desert and was very much fascinated by the
simplicity of the fabric and what roles the fabric can play, protect us from the sun, protect you from
the sand, or just draped and look elegant and magnificent. (Boucher V, 2018)

Fellow New York designer Mara Hoffman is popular beachwear with various styles made out of
recycled bottle fiberReprieve.

The looks by New York based designer Mimi Prober who is popular for using antique textiles and
natural dyes in her clothing and designs, and Indian fashion designer Sabyasachi MIndiaharjee, who
has championed sustainability and makes his own elaborate fabrics were showcased. Sabyasachi
MIndiaharjee recently made it to the headlines for dressing Priyanka Chopra in a couture lehenga.
(Taylor Dane, 2019) (Boucher V, 2018)

HOW IS SUSTAINABILITY RECEIVED IN INDIA?

Representing almost 14% of the all out industrial production, India is one of the biggest textile
businesses on the planet today. Furthermore, even as businesses working worldwide adjust
themselves to the worldwide need of sustainability, the domestic market has presented a sizable
number of homegrown textiles and fabrics taking into account the basic requirement for ethical, moral
and sustainable apparel practices. For instance, brands like Anamoly, Doodlage and Khara Kapaas have
restored their value by coming up with new and progressive methods and ideas which are helpful and
are supporting the cause. Now that they have made their mark and catered to a wide customer base
and eventually got a decent response, they have plans to expand into a more extensive product
classification and take the concept of sustainability to a larger audience and a wider customer base.
(apparelresources,2018)

Today, even the top Indian brands have decided to go organic and provide the clothing that is trendy
and at the same time eco friendly. For instance, Nidhi Singh and industrialist.

Gaurav G started a fashion and lifestyle brand Indi green that provides clothing made from 100% eco
friendly fabrics made from organic cotton, bamboo fabric, and khadi, and they use nontoxic colours. To
cover the ethical aspect of sustainability, the company that follows ethical values and provide fair
wages to the workers. Another fashion brand that follows and encourages the concept of sustainability
is No Nasties, they believe in no child labor or exploitation, no toxic agents, and no genetically modified

14 National Institute of Fashion Technology

seeds, they use cotton that is 100% organic and is certified by Global Organic Textile Standard. They
show their concern for the environment through their T-shirts and spread the ecofriendly message.
Another brand that reflect its concern for the environment is Aura that was started by Arun and Sonal
Baid. The attempt of the brand is to prevent global warming and to prevent the pollution that comes
from textile and the dyeing process, they instead use herbal dyed fabrics and eco friendly materials.
(Ghosh S, 2018)

Consumers in India are becoming more and more aware and conscious about sustainability that has
brought about a positive change, Indian consumers have become ethical minded and sustainability
conscious. (Ghosh S, 2018)

“People are far more interested than before in knowing exactly where products are coming from and
how they are being made”(Dover, 2018)

Also, the government has stepped forward and wants to introduce extended producer-responsibility
schemes for household and commercial textiles and clothing. ((Butler S, 2018)

There is desire by consumers to be viewed as responsible consumers in their fashion purchases by their
friends and society. (Beard N, 2015)

With review to form, sustainability has been created to reevaluate the business through naturally
centered generation, structure and utilization. From eco well disposed materials to new thoughts in
innovation, sustainability is here to build up an industry that does not imperil the necessities of future
ages to come, for the simplicity of the present.

ORGANIC: When a garment holds the organic stamp, it means that the materials which were used
come from an organic farming process and hold no pesticides. For example organic cotton is grown
without the use of chemical pesticides and fertilizers. It also contains no GMO’s and follows an
according law of standards. Organic materials, especially cotton is very popular right now within the
fashion industry.

FAIR TRADE: Fair Trade aims to protect farmers and workers basic rights in regards to unions, wages,
conditions and more. Through fair trade clothing companies are able to make a difference for the lives
of the people who grow and make the things we love. By companies holding this stamp on their
products, it is an easy guaranteed to understand that the garments they produce comply with the rules
of Fair Trade. People Tree is a clothing brand that has pioneered in Fair Trade production. For more
than 25 years they have chosen to work with fair trade, primarily in regards to cotton farmers,
producers garment workers and artisans to create a more sustainable fashion industry.

NATURALLY DYED: Another important factor about the garment is how it is dyed. Today due to a
strong interest in color vibrancy and price, synthetic dyes are a strong go to within the production of

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fashion. However though, by companies choosing to use synthetic dyes instead of natural, heavy
production sites end up with polluted water filled with toxins and chemicals. To prevent this, a great
method for companies instead is to choose to use natural dyes and materials. By sticking with things
such as indigo, turmeric and onion shells the fashion industry can come back to a more historical and
natural pace.

RECYCLED: To be able to create a circular economy it is important to keep the system of materials and
goods going. A great way to do this within the fashion industry is to create future collections from
either left over textiles or previously used materials. By brands reusing what already exists instead of
creating things from new, we can also minimize the use of land, water and labor. A new brand created
by H&M called Arket knows the value in materials and has decided to create sweaters from recycled
cashmere.

ABOUT THOUGHTFUL
We value doing the right thing and want to feel good about everything we touch this means we work
ethically. From the fabrics we use to how we design and deliver our garments.

CONCIOUS SUPPLY
We produce our articles at one place and when it comes to transportation we do it carefully and with
great consideration of the environment

SUSTAINABLE FABRICS
We believe in easy-to-wear clothes while using natural fabrics

• Bamboo

• Hemp

• Organic cotton

CONSIDERED DESIGN
Each collection embraces concept of slow fashion.
Exemplary of modern fashion and sustainability hand in hand.

BRAND PHILOSOPHY
Thoughtful is the proud supporter of fashion that is sustainable yet fashionable.

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From the fabrics they use to how they design and deliver their garments. They think about every
impact their business has.

They have mantra. “Wear me, love me, mend me, and pass me on.” It’s a reminder to look after what
we own.

BRAND MISSION
That contemporary fashion and sustainability should go hand-in-hand.

BRAND VISION
“Wear me, love me, mend me, and pass me on.”

SEGMENTATION, TARGETING & POSITIONING

SEGMENTATION

 DEMOGRAPHICS
The brand thoughtful targets both men & women segment of the age group 18-45. Mainly the
youth population is targeted as they are more conscious about the styles as well as they are
sustainability conscious. Their tastes and preferences have changed as the Indian brands have
started taking up sustainable clothing and the Indian consumers have started to accept it.

 GEOGRAPHIC
Initially, we will launch the brand with only one store in Mumbai, as we are basically targeting
premium class. Also, khan market is the hub for sustainable clothing market, most people tend
to go there looking for sustainable or premium clothing. For instance, brands like Good Earth,
Anita Dongre and many more have stores there and it would be the perfect place to launch the
first store of the brand. Also, the brand has a very strong online presence: their website, so we
would like to launch it online as well in pan India.

 PSYCHOGRAPHIC
The consumers can be targeted on the basis of their buying behavior. The premium and upper
middle class customers would be the regular customers as they are the main target group of
the brand. The consumers can be targeted on basis of what their perception is about the brand
and how the brand has created its identity in the minds of the consumers, and the relationship
that is built between the brand and the consumers.

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TARGETING

The brand Thoughtful would use undifferentiated market strategy and the same marketing mix to
target all types of market segments. The brand mainly focuses on the upper middle class and the
premium class.

POSITIONING

The positioning of a brand is successfully done by creating major points of differentiation which helps a
brand create a strong positioning in the market place. Points of POD for our brand Thoughtful:

SOURCING OF FABRIC
Thoughtful clothing uses natural, organic and recycled fabrics, although it takes more time, especially
when it helps lower our impact on the planet. Even the animal and animal derived materials used in
the products are only sourced from purpose-bred animals and never from wild- caught or endangered
species. When they first started, hemp was the only fabric they used, China was the go-to place for the
best quality hemp fibers .Over time, and China continues to innovate its eco fabrics and offering. So
much so that they now source all their natural, sustainable and recycled fabrics here. Like their organic
cotton, bamboo, and hemp. Sourcing fabric and making their clothing in one piece helps too, and also
helps keeps their carbon footprint down.

PRODUCTION PROCESS
Thoughtful clothing focuses on creating an ethical production atmosphere by making sure that the
entire garment is created in one place so that it does not have to be shipped back and forth, and this
helps reduce he carbon footprint and emission. All factory discharges to the atmosphere, water and
land are within legal limits and have as minimal an impact on the local environment, people and
ecosystems as possible. They are still working with the factories they did when they initially launched
and this has helped them create a good relationship with them and they together work towards a
similar vision.

CONSCIOUS SUPPLY
Thoughtful clothing focuses on slow shipping; from the first to the final stitch we make each piece of
our collection in the same country so it’s never shipping from place to place. When it comes to their
clothing they do it slowly and consciously and also with a great consideration for the environment.

THOUGHTFUL AFTERCARE
They are associated with several NGOs. They send their unsold and unused clothing to these
organizations and they further on pass it on to the ones in need. They are even the founding members

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of the organization Common Objective which help new organizations to work towards a goal of
sustainability and protecting the environment.

PRODUCT CATEGORY
Thought Clothing Limited has a wide range of product line in both women and men segment. Apart
from the apparel they have a dedicated section to different types of sustainable socks and accessories
like gift bags, stationary, scarves, etc. As an initial launch plan in India, we only would like to bring only
the apparel of both men and women segment.

PRODUCT LINE

Figure 2 Top Figure

Figure 4 Top
4 Jumpsuit
Figure 3 Dress

Figure 5 Jacket
Figure 6 Shirt

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BRAND IDENTITY PRISM
Brand Identity Prism helps to a strong story of our brand and gives the brand an identity that is
recognizable. It basically symbolizes how the brand is different from its competitors.

There are six aspects of Brand Identity Prism, and they are divided into two dimensions. One
dimension is the external expression that includes physique, relationship, and reflection and the other
dimension is the internal expression that includes personality, culture, and self- image.

1. PHYSIQUE: The physique of the brand Thoughtful is sleek and simple (which refers to the logo
of the brand) and classic designs, and chiq clothing (which refers to the kind of design and the
clothes they have).
2. PERSONALITY: Personality refers to the character of the brand. It basically refers to the identity
that the brand has created for itself. The personality of the brand Thoughtful is that it is well
informed, adaptive, and caring.
3. CULTURE: Culture is the system of values or moral beliefs or basic principles that the brand has
to base its behavior on. The culture of the brand Thoughtful is that it is 360 degree sustainable,
and it supports slow fashion, and is against fast fashion that is ruining the environment.
4. RELATIONSHIP: Relationship refers to the connection that the brand has with its consumers or
what the consumer thinks or feels about the brand. The relationship of the brand Thoughtful
with its consumers is that it inspires the consumers to be a part of a large cause, to be a
contributor to the environment, motivates the consumers to be ethical, and morally correct.
5. REFLECTION: Reflection is how the brand wants the consumer to perceive it, or what the
consumer thinks about the brand whenever the brand is mentioned.
6. SELF-IMAGE: Self-image is what the brand thinks about itself, it is kind of a mirror that the
brand holds for itself. The self-image that the brand Thoughtful has created for itself is that it is
caring, humane, and contributes in saving the environment.

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 Figure 7 Brand Identity of Thoughtful

BRAND RESONANCE MODEL

Brand Resonance model by Kevin Lane Keller refers to the relationship that the consumer has with the
product and how they can relate to it. The resonance refers to the customer’s psychological connection
with the brand, which further helps us understand the viewpoint of the customer for the brand. The
CBBE model is a pyramid which tell us how to build brand equity by understanding our customers and
their psychological traits. If there is a connection between the brand and the customer it will result into
a positive brand equity. We will be able to understand this concept better with the help of the
following pyramid diagram:

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 Figure 8 Brand Equity Model

COMPETITOR

Figure 9 Logo of Chanel Figure 10 Logo of Burberry Figure 11 Logo of Louis Vuiton

MARKETING MIX
Marketing mix is a toll to help understand what the product and service can offer. Marketing mix is
commonly executed through the four P’s which are price, product, place, promotion.

PRODUCTS:

PRODUCT LINE (WOMEN)

Dresses (20k-1 lakh)

Tops & t-shirts (5k-30k)

Jumpsuits (10k-20k)

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Tunics (10k-20k)

Trousers (15k-80k)

Wraps & cardigans (25k-75k)

Skirts (20k-80k)

Jackets & coats (35k-150k)

PRODUCT LINE (MEN)

Shirts (10k-1.5 lakh)

Jackets (40k-2lakh)

T-shirts (7k-50k)

Knitwear (80k-3lakh)

Shorts (5k-30k)

Trousers (20k-1lakh)

PRICE

The price range for women varies from Rs.5k to Rs.1 lakh and for men the price range varies from R5k
to Rs.3lakh.

PLACE

In Mumbai, Kolkata, Delhi, Bengaluru and Chennai.

PROMOTION

Thoughtful clothing promotes their brand through social media platforms, advertisements through
magazine.

The 4P’s will help the brand to deliver the promise because as we know most of the sustainable brands
are extremely expensive whereas Thought Clothing promises to deliver good quality clothes in an
affordable price. It also has the style and product range that the Indian consumer would likely prefer to
buy.

ORGANIZATIONAL STRUCTURE
Thought clothing has a very limited no. of working employees.

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Their core team comprises of few designers who focus upon making pieces which indicate a story and
help the customers under what all goes on while manufacturing a product.

HUMAN RESOURCE STRATEGIES OF THOUGHTFUL

Employee engagement

 Well-being of the employee

 Providing opportunities
 Pride and trust for the company
 Incentives
 Employee of the month awards

Lifestyle options

 Flexible working
 Supporting working parents
 Supporting careers

Diversity

 Equal opportunities
 Raise awareness
 Ensure a healthy working environment

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USER PERSONA OF THOUGHTFUL

THINK AND FEEL

She wants adventure and fun in her life, she wants good friends

with whom she can hang out, it’s okay to spend money

for her what she likes and to purchase.

HOBBIES SEE AND HEAR

Shopping, snow skiing, photo Netflix, reality shows, rock music, fash

-graphing, dancing, dressing up. -ion shows, rom-com movies.

EVLEEN SHARMA
24 years old girl

Undergraduate, College in visual art, Upper

middle class, shopaholic, extrovert, fun loving.

DREAMS GOALS
Going to world tour, meeting Beyonce. To become a super model, and try she
want to try her luck in acting as well.
Figure 12 User persona of Thoughtful

middle class urban, Single

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 THINK AND FEEL
Life is about doing some remarkable works, keeps personal and

professional life apart, investing in stocks and shares,

like to be presentable everywhere

HOBBIES SEE AND HEAR

Cricket, play station, trekking, partying Watches American and British web

spending time with family. and television series, Thriller music,

romantic songs.

KABEER SHERGILL
34 years old married man, manager

of a insurance company, master degree, have one kid,

high class, hard working, committed toward his work.

DREAMS GOALS
Being on the talk show of Opera Winfrey Being a successful entrepreneur, buying a
while Tom Cruise interview villa near a beach.
Figure 13 User persona of Thoughtful

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DIGITAL MARKETING STRATEGIES OF THOUGHTFUL

 Build the buyer personas.

 Identify the goals and the digital marketing tools you'll need.

 Evaluate the existing digital channels and assets.

 Audit and the media campaigns.

 Audit and plan the earned media campaigns.

 Audit and plan paid media campaigns.

 Bring it all together.

For any marketing strategy -- offline or online -- we need to know who we are marketing to. The best
digital marketing strategies are built upon detailed buyer personas, and we first step is to create them.

Buyer personas represent the ideal customer(s) and can be created by researching, surveying, and
interviewing your business's target audience. It's important to note that this information should be
based upon real data wherever possible, as making assumptions about the audience can cause the
marketing strategy to take the wrong direction.

To get a rounded picture of the persona, your research pool should include a mixture of customers,
prospects, and people outside the contacts database who align with the target audience.

But the kind of information should it gather for their own buyer persona(s) to inform the digital
marketing strategy. That depends on the businesses, and is likely to vary depending on whether you're
B2B or B2C, or whether your product is high cost or low cost. Here are some starting points, but you'll
want to fine-tune them, depending on your particular business.

OFFLINE MARKETING STRATEGIES FOR THOUGHTFUL

STATIONERY DOCUMENTS
All stationery items that send or hand out are opportunities to let people know about the company’s
website.
Here are some important examples for where you should definitely include your website address:
Business cards, Letters/Envelopes, Invoices, Receipts, Faxes, Company stamp, Address labels etc
PRINTED (PERSONALIZED) MATERIAL

It is not all about winning new customers – the brand need to take good care of keeping the ones that
have already bought products. It can give customers a reason to return – as for example sending a
brochure/product sheet with every purchase can raise interest and awareness. A good idea when we
have a commercial store and an online shop would be to give people who buy offline in the store an
online-discount. This can be solved by handing out flyers with a discount code to in-store customers.
27 National Institute of Fashion Technology
Personal messages in pictures or mails increase the individual effect on the recipients. The customer
will feel respected and will read the message more intense. The visual effect is more powerful than a
formal, general salutation.

PRESS RELEASES OR MAGAZINES

Writing a press release or a newspaper/magazine article can perform miracles. It can choose if we
want to promote the product or company openly or secretly promote by giving a professional view on
a related topic and refer to your website, company or product. People can connect more with a
business when they come across a professional article or popular story because it seems to earn more
“trust”.

PROMOTIONAL ITEMS

A common strategy with evident efficiency is the use of various promotional giveaways. They have a
strong impact because they are a constant reminder of the product or company. These products
usually have the company´s information, along with the logo on them. Items such as the most common
example – pens – are frequently used and forwarded and are a perfect example for a consummate
giveaway.

ADVERTISING

Advertising will make people aware of your product – when it is also effective advertising it will make
them buy, too. More Awareness will basically turn into more sales figures. Offline-advertising can be as
simple as placing an ad in your local newspaper, a television ad or a radio commercial. Here is a list of
examples (make sure to always include your website address).

• Classic Ad: placing an ad in a newspaper or trade magazine

• Billboard Ad: rent a billboard and place a creative ad
• Object Ad: using and integrating an object as an ad
• Offline-Guerrilla-Marketing: creative ideas or objects placed somewhere in (big) cities
• Phone Book: purchase an ad in the local phone book
• Flyers: printed out and distributed Flyers on car windshields, in letterboxes or shops in the local area
• Radio Commercial: run a radio commercial and make sure to target the right transmission time and
ask for the rates of listeners
• Television Ad: when placing a television ad it is especially effective if the brand have a solid definition
of the target group and market
• Direct Mail: various mailings are available such as individual postcards, personalized letters and
coupons that it can send to your customers

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SPONSORING/EVENTS

The classic functions of a marketing- event are: information, emotion, action and motivation. These
features will make every event a high-quality marketing tool.
Event marketing is the job of advertising products by selling or providing them at events in order to
gain new customers.

NETWORKING

Networking is a very important part of the marketing mix for any business – it builds up productive
relationships with key people. The contacts can become useful and powerful advocates that support
and promote your business. Attend the right events that aim at the sector, seek support from the local
Chamber of Commerce or be an active participant in the local community. Networking goes hand in
hand with events, exhibitions and sponsoring. Face-to-face communication is very valuable and
important because it enables to meet people that matter to the business – existing customers, new
prospects, suppliers, retailers and investors – all in one place. Example:
Start-up Grind (Google)- Start-up Grind is an event series and website designed to help educate,
inspire, and connect local entrepreneurs.

PARTNERSHIP

Marketing partnerships are a powerful way to present yourself to customers that you might otherwise
never reach, by combining forces and coordination in order to help one another with marketing affairs
without the potential of conflict or competition. Each individual company benefits from wider
exposure, more referrals and marketing that is more efficient.

Optimally there’s no exchange of money involved in a perfect marketing partnership but there is a
significant promotional element. Branding your own product with another or offering buyers the
chance to win a certain product is a common marketing method.

VEHICLES

Every day we see cars, vans, trucks and busses with website addresses, phone numbers, company
names and logos. The website address can be added to any part of a vehicle in any possible and
creative way. This strategy can expose your business to thousands of people every day. It can also
serve as a company’s recognition value.

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WORD OF MOUTH

Perhaps the most effective and underestimated marketing strategy is the word of mouth. Talk about
the business, product and website at every important opportunity and encourage customers, friends
and colleagues to spread the word. It is surprising how many businesses owe their success to word of
mouth. Ensure the widest possible coverage and use all the potential on the market. Word of mouth
can be easy to spread when you do it right – make sure it stand behind the business and others will
follow

WINDOWS DISPLAY

Figure 14 Window display of Thoughtful

CUSTOMER ENGAGEMENT STRATEGIES

1. MEMBERSHIPS AND IN-STORE EXPERIENCES

By hosting VIP, member-only events such as fine dining experiences, spas and wellness centers. These
exclusive events add a social dimension to the brand and also allow the target audience to test
products. Sales advisors transform into ‘lifestyle managers.

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2. SOCIAL MEDIA, BLOGS, AND WEBSITES

40% of luxury purchases are influenced by what consumers see online, and their interactions with a
brand. With millions of conversations occurring daily on social, the impact of social networks and
online channels on a luxury brand’s visibility and reputation cannot be understated.

3. USING APPS

Using apps with a focus on brand awareness and keeping in touch with customers. Nearly all of them
have features like a catalog with new collections, videos or photos from fashion shows, fashion tips and
trends, etc.

4. TWITTER HASHTAGS

Using the power of Twitter hashtags to create enough noise about the brand, without posting a single
tweet. The brand created a Glory wall on its website which featured users’ names when they tweeted
about the JPG collection tagging them. If more users mentioned the brand the higher up their names
would appear on the wall. The handle with the most tweets at the end of a designated period earned a
dress.

CSR ACTIONS TAKEN BY THOUGHTFUL

 Thought (formerly Braintree Clothing) is a contemporary sustainable clothing brand. Drawing

inspiration from nature, vintage and the world around us, their collections are diverse, inspiring
and unique. Having crafted thoughtfully designed clothing for over twenty years, they are now
one of the Indian leading sustainable fashion brands. Their commitment to the environment is
woven into every garment and their fabrics include organic cotton, bamboo, rayon, tencel,
responsibly sourced wool and recycled polyester.

 They believe in working towards a better future and they take various actions that show that
they are a brand working towards a sustainable future. Thoughtful have been working with
some of the same factories they did when they first started and believe in growing business
together. People and partners are important to them – they have a Code of Conduct and other
policies that put them first. Everyone employed by Thought is treated with respect, paid a fair
wage and free from any kind of discrimination – it really is a brand with a conscience.
 They also focus upon how their production process takes place, they focus on creating an
ethical production atmosphere by making sure that the entire garment is created in one place
so that it does not have to be shipped back and forth, and this helps reduce he carbon footprint
and emission. All factory discharges to the atmosphere, water and land are within legal limits
and have as minimal an impact on the local environment, people and ecosystems as possible.
They are still working with the factories they did when they initially launched and this has

31 National Institute of Fashion Technology

 helped them create a good relationship with them and they together work towards a similar
vision.
 Thoughtful aftercare: they are associated with several NGOs like Traid, Smart works, in kind
direct. They send their unsold and unused clothing to these organizations and they further on
pass it on to the ones in need. They are even the founding members of the organization
Common Objective which help new organizations to work towards a goal of sustainability and
protecting the environment.

GLOBAL RECOGNITION
The need for sustainable fashion is now more than ever as the hazardous processes of clothing
companies for decades have negatively impacted the environment. With the rising awareness among
the consumers in India to bring about a change in fashion industry has helped us in choosing one of the
leading sustainable fashion brand launch in India. As a sustainable clothing business , Thought clothing
is always looking for ways to be more thoughtful and help others, whether that’s giving garments to
charities, raising funds for environmental projects or participating in workshops where new skills are
learned and passed on again. Their mantra – “WEAR ME, LOVE ME, PASS ME ON” gave the brand a
unique personality and Global recognition for being 360 degree sustainable fashion brand. Thought
Clothing is one of the brands that have been aware of the problems being faced by the fashion industry
since th3e beginning and they have been taking measures to control the methods that lead to the
destruction of the environment. The clothing brand has been actively involved with various charity
groups such as Traid, In Kind Direct which focus on using the unused and unsold clothes of the brand
and passing them on to the ones who require them, and this has helped them build a positive image in
the fashion industry as well as in the eyes of their customers. They are the founding members of
Common Objective- a new platform to enable fashion businesses to succeed in tomorrow’s
marketplace by matching them with the right connection and right resources to grow them into
successful and sustainable brands.

Sustainable fashion has become a key element for most new-age brands. Looking at where our planet
is headed with all the wide level wastage and pollution, it has become rather imperative to embrace
sustainability across all horizons and Thought Fashion Ltd. has vision that contemporary fashion and
sustainability go hand-in hand. They are proud supporters of slow fashion, so they design clothing
intended to last. The clothes we all love wearing most will last longer with good care, which is why they
have created a mantra; “wear me, love me, mend me, pass me on.” This is a reminder to look after
what we own and pass it on for someone else to love, when ready. Despite being a small business, it
has still managed to become one of Indian leading sustainable brand. From choosing the fabrics to use,
to how they design, make and deliver their garment is with the aim of reducing their environmental
footprint.

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Thought has an unwavering commitment to working only with ethically sourced and produced fibers.
In terms of fabric, their sustainable credentials are loved not only for this but equally for their high
performance in terms of strength and durability

It was built with a vision to create contemporary, quietly directional clothing made in a considered
way. The brand has been an early champion of the sustainable clothing movement, shunning fast
fashion. Thought is also a founding member of The Ethical Fashion Forum, a not –for-profit
organization that celebrates and promotes ethical production practice.

Thought clothing offers effortless, elegant women wear and menswear that are a modern take on
wardrobe essentials. Look out for whimsical prints inspired by nature and art that gives a subtle
creative vibe. The palette is rooted in faded pastel shades with pops of summer color. Silhouettes are
appealing and easy to wear.

Thought Fashion ltd. will definitely fit in the need gap of sustainable and environment conscious brands
in India perfectly.

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REFERENCES

Alexander, D. (2019). Luxury customer experience. Luxury customer experience , 1.

Calabridge.com. (2019). Customer engagement. customer engagement , 1.

Dam, R. (2019). Personas. personas , 1.

Karnes, K. C. (2019). User Personas. User Persona , 1.

Kenneally, S. (2019). Challenges for Luxury. Challenges for Luxury , 1.

Thatagency. (2019). Luxury brand identity. Luxury brand identity , 1.

https://www.chathamhouse.org/expert/comment/understanding-sustainable-fashion

http://www.greenstrategy.se/sustainable-fashion/seven-forms-of-sustainable-fashion/

https://www.fibre2fashion.com/industry-article/7520/organic-apparel-brands-carving-a-niche-in-india

https://www.fibre2fashion.com/industry-article/4525/global-luxury-apparel-retailers-eyeing-indian-markets

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