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Content and Timeline for social media posts

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Content and Timeline for social media posts

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As included in the final presentation, our group created a grid to demonstrate the pictures which will be going on the Instagram once the brand launches. Minou will choose a day weekly where she can post consistently. Taylor and I will help Minou organise a calender for posting when the site launches.

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Whilst researching how consumers can shop more sustainably, a very interesting concept came to my attention - the 30 day and the 30 time rule... 

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Whilst researching how consumers can shop more sustainably, a very interesting concept came to my attention - the 30 day and the 30 time rule... 

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Consumers should not buy something if they don't plan on wearing it 30 times and they should not buy something unless if in 30 days, they still want to purchase it. Iona made a playful illustration with these two concepts.

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Blog: the impact of covid on climate change: I think this is an important question to ask because i have heard mixed things. In one way, the world has come to a hault but in another way the world is focused alot on another issue which may mean that its being neglected

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Blog: the impact of covid on climate change: I think this is an important question to ask because i have heard mixed things. In one way, the world has come to a hault but in another way the world is focused alot on another issue which may mean that its being neglected

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Blog post: Fake news about sustsainability

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Blog post: Fake news about sustsainability

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Over the last few years I have heard many untrue things about shopping sustainably. To encourage customers to take the steps to shop more consciously, its important to crash these myths! Below is some research I have gathered on the matter.

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Blog - By explaining how to stop buying from fast fashion shops on the website, customers may be encouraged to make steps themselves to stop their fast fashion consumption . 

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Blog - By explaining how to stop buying from fast fashion shops on the website, customers may be encouraged to make steps themselves to stop their fast fashion consumption . 

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As part of my research, I gathered information on pollution and climate change and why sustainable brands are important. Iona created this illustration to post on the Instagram alongside some of this information.

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The brand Mottainai used upcycled materials. By explaining the importance of upcycling and what it actually is, customers will be encouraged to buy its products

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Iona created an illustration of a set of Mottainai's garments so that we could put it on our Instagram alongside an introduction to the brand

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experimentation with valentines day edit

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Most people love romance and so Taylor and I thought having informative posts on the topic of valentines day would be a fun idea. Below I have researched quick facts on how to give more sustainable gifts and I created a fun template for the information.I also think Minou could eventually do a Reel on how to upcycle lingerie.

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Deciding how which platforms to use and why...

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Deciding how which platforms to use and why...

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INSTAGRAM
-can reach a lot of people : 700 million users
-fun way of story telling ->people engage with photos and videos more than text
-consumers more 4-6 times more likely to purchase from a company which is ethical: good way to inform people of the benefits of upcycling and Mottainai
-opportunity for feedback
-Website and other Mottainai platforms can be linked in the bio: seamless shopping experience
Reels: video communication and marketing on the rise

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(Research) I conducted a survey on my instagram page to ask some key questions which helped us decide on what consumers value. There was an average of 500 responses per question. The results were... 

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(Research) I conducted a survey on my instagram page to ask some key questions which helped us decide on what consumers value. There was an average of 500 responses per question. The results were... 

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DOES SUSTAINABILITY INTEREST YOU? 74% voted yes, 16% no .

DO YOU WANT BRANDS TO SHOW HOW THEY UPCYCLE? 95% yes, 5% no

WOULD YOU LIKE TO KNOW MORE ABOUT SUSTAINABILITY? 94% yes , 6% no

WOULD YOU LIKE IF BRANDS SHARED INFORMATIVE POSTS/ BLOGS ABOUT SUSTAINABILITY? 94% yes, 6% no

Below i have included a screenshot of the results:

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Informative and effective instagram posts

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Informative and effective instagram posts

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(Research) Swot and competitive Analysis for Mottainai

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(Research) Swot and competitive Analysis for Mottainai

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Below is my research on the competitors of Mottainai and the company's Swot

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The pictures on the left are of the brands atelier and products. I think this is very fitting for the post because it shows what Mottainai produces and where

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Research on differentiation: How do you stand out as a sustainable company?

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Research on differentiation: How do you stand out as a sustainable company?

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-market is quite saturated: Loads of brands entering sustainable market especially in Amsterdam. Alot of this is greenwashing though
-Mottainai can stand out by being transparent (provide tags with products explaining where it came from and materials used)
-upcycling is better than recycling and so information should be provided on this
-have a clear message

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Informative and effective instagram post with a quirky post in the background : 'being naked is the number 1 most sustainable option, were number 2

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Informative and effective instagram post with a quirky post in the background : 'being naked is the number 1 most sustainable option, were number 2

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Playing around with Blog templates

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Playing around with templates for informative instagram posts information

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Playing around with templates for informative instagram posts information

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Playing with templates for informative instagram posts to get to know Minou/founder of brand

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Playing with templates for informative instagram posts to get to know Minou/founder of brand

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(research) SWOT MOTTAINAI          Strengths...                                Many environmentally friendly clothing companies in Amsterdam are not upcycled – Great point of differentiation High ethical purpose and High social acceptance It is based in Amsterdam which is an environmentally friendly hub of fashion Soon to have a blog which will discuss ethical issues and explain the brands values to connect with customers further Minou aims to place tags on clothing which will provide information on where it came from which will be a huge strength of the companies as transparency has been demanded by customers across the fashion industry Unisex so appeals to all.            Weaknesses...                             Small number of workers which may mean clothing takes longer to come onto the market. Aswell Minou has limited time as she is still in college herself. Low economies of scale. Since it is upcycled it will be hard to find a design which is original to the brand. Weaknesses hard to forecast at this moment.   Opportunities...         Customization  Align with a give back strategy or link up with an NGO in the future Enter the interior market with items such as unique blankets and throws  Threats ...                                     Fast fashion brands can pose as threats as they may be cheaper and supplied at a faster pace. New entrants are very likely, especially in Amsterdam which has high demand for ethical brands. Competitors may have better production facilities        

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(research) SWOT MOTTAINAI          Strengths...                                Many environmentally friendly clothing companies in Amsterdam are not upcycled – Great point of differentiation High ethical purpose and High social acceptance It is based in Amsterdam which is an environmentally friendly hub of fashion Soon to have a blog which will discuss ethical issues and explain the brands values to connect with customers further Minou aims to place tags on clothing which will provide information on where it came from which will be a huge strength of the companies as transparency has been demanded by customers across the fashion industry Unisex so appeals to all.            Weaknesses...                             Small number of workers which may mean clothing takes longer to come onto the market. Aswell Minou has limited time as she is still in college herself. Low economies of scale. Since it is upcycled it will be hard to find a design which is original to the brand. Weaknesses hard to forecast at this moment.   Opportunities...         Customization  Align with a give back strategy or link up with an NGO in the future Enter the interior market with items such as unique blankets and throws  Threats ...                                     Fast fashion brands can pose as threats as they may be cheaper and supplied at a faster pace. New entrants are very likely, especially in Amsterdam which has high demand for ethical brands. Competitors may have better production facilities        

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(research) From many articles i have read the general opinion is that upcycling is only way to be truly sustainable and it beats recycling etc which is a huge advantage this brand has  and we could definitely post information through blogs and instagram about this to show the benefits of the brand over others ie point of differentiation

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(research) From many articles i have read the general opinion is that upcycling is only way to be truly sustainable and it beats recycling etc which is a huge advantage this brand has  and we could definitely post information through blogs and instagram about this to show the benefits of the brand over others ie point of differentiation

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(research) Grey Milk SWOT... (colourful, sustainable brand)

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(research) Grey Milk SWOT... (colourful, sustainable brand)

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note: another brand in which Minou finds inspiring

Strengths...
-Personal
-made to measure
- can be customised
-little waste

Weaknesses...
- Home studio so limited space
- hand crafted so can be slower

Opportunity
- collaborations
-menswear/gender neutral

Threats...
- faster production methods

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note: this is a brand in which Minou draws some inspiration from

Strengths...
-Features in magazines
-Strong following on social media
- Informative: blogs
- Bespoke collection
- Original

Weaknesses...
-More expensive
-Custom clothing takes up to 28 days which is a long time

Opportunities...
-collaborations

Threats..
- faster fashion may be more desirable as it arrives quicker than 28 day period

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(research) SWOT OF PEOPLE TREE (a potential competitor)

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(research) SWOT OF PEOPLE TREE (a potential competitor)

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Strengths...
- celebrity endoresements : celebrities are moving towards wanting to be associated with ethical brands
-sold by many vendors
-ethical pay
-local creatives are promoted

Weaknesses...
-They ship clothing as it is more environmentally friendly, however this takes longer

Opportunities...
- Collaborations with ethical organisations

threats...
- faster fashion

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(research) SWOT OF REFORMATION (popular sustainable brand)

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(research) SWOT OF REFORMATION (popular sustainable brand)

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Strengths...
-Good marketing in regards to getting messages surrounding sustainability out
- Customer loyalty is strong
-B corp
-Celebrity endorsements
-Transparency
-limited stock means that demand remains high

Weaknesses...
-Price of making sustainable goods costs them more
-Stock is limited and so therefore ones these items are sold, potential other sales are lost

Opportunities...
-Expand to different countries
- develop new fabric which are sustainable

Threats...
-Cheaper and faster fashion

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(research) List of 2020 upcycled clothing brands to be considered as Competitors...

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(research) List of 2020 upcycled clothing brands to be considered as Competitors...

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https://compareethics.com/9-recycled-and-upcycled-clothing-brands-you-shouldnt-pass-in-2018/#:~:text=Upcycled%20clothing%20is%20the%20method,in%20the%20contemporary%20fashion%20industry
By looking at competitors and other upcycled clothing brands we can seek inspiration or likewise see how we want to differentiate Mottainai from the rest of them. I will also be deriving SWOTs for a number of competitors.