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Another Tomorrow is using "fashion as a pathway to activism." They see the process of designing, buying and wearing clothes as a space where a global citizen can exercise her values and make a difference in a "critical juncture in our humanity."

(quotes and photo from anothertomorrow.co)

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Objectives: Emphasize the transparency and highly though out materials used in the entirety of the collection. Sustainability as non-negotiable DNA.

Market: A modern warrior, a global citizen who wants to be educated about what she is buying so she can make a real difference. Usually a woman age 30-60 who can spend $360 on jeans.

Major topics: Staples pieces, materials, transparency, stakeholders.

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Create name-recognition of the brand with their value prop of  being highly-transparent and trustworthy educators creating luxurious, ethical staples; make Another Tomorrow an essential choice for the conscious woman.

Another Tomorrow leads in their field with high standards and clear, transparent communication about WHY and HOW they are achieving their goals.

Make it easy for the customer to shop AT when she needs a staple piece; knowing that it's already vetted for her, and that anything she needs to understand she'll be able to find in their communication.

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Strength: Sustainable DNA. Highly sustainable materials and production processes. Transparency. Stakeholders throughout the entire supply chain from factory workers to the management of the house (2 out of 11 principal house employees with sustainability in their title).

Weakness: Higher price point will exclude younger or lower income potential customers. They would counter this a bit when they launch their resale arm which is supposed to happen in 2021.

Opportunity: Quality staples, created with detailed transparent sustainable methods. The activism part of their DNA runs strong, because the story is told of WHY each material or practice. It's easily understood on their site. They won't be questioned for green washing. The concept of staple pieces is strong for them and I think the high trust they inspire can make buying a staple from them an automatic choice for the target market.

Threat: Some of the styles are not as on trend as competitors. For example in recycled cashmere, NADAAM makes more trendy styles and prices are sometimes lower. Also, they remake Levi's in-house into more current styles; however Levi's is always collaborating with other houses and offering more buzz-worthy jeans for lower prices.

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A key issue for Another Tomorrow is relevance, in the sense of the trend-side of fashion. Their mission doesn't align with it. And without the trend aspect they need to educate the consumer on why their staple is the one to have, for the long term.

(Photo from anothertomorrow.co)

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They want to reduce consumption and chose to make "staple" (the word they use on their site) pieces for this reason. Another Tomorrow emphasizes that self expression from fashion choice can be more values/activism driven (than trend driven). This is a clever way to address the issue.

To meet the objective of creating name-recognition with the value prop the following are strategic points:

-Do a collaboration, even with a non-fashion brand, for example an NGO, to add more emotional recognition to their clothes would be good.

-Revamp visual. Models look sad in most of the visual communication. Change this so that they embody the feeling of making a conscious choice, happily.

-Do shoots where the clothing is IRL and in nature would also create a stronger heart-connection to the brand and the staple being a thing of high-value.

-Make more educational social posts. Writing text on strictly image posts we've seen previously might engage the educational aspect more.

-Continue to make the fabrics feel and look more and more luxurious can add to the value of the staple.

-Leaning into the idea of the staple can be further explored, to gather more of an identity in itself.

(photo: anothertomorrow.co)

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Two of the 11 house employees listed on their site have sustainability in the title, so obviously there is a lot of attention on that aspect of the process. In fact, sustainability is the heart of their process.

On Another Tomorrow's website you will find much more information than you see almost anywhere else.

They are beyond transparent, they're educational.

There is a detailed sustainability section on their site which, of particular interested educates consumers on materials, animal and human welfare, transparency, packaging and more. They currently use recycled materials, and will be starting a resale section in 2021.

They also have a magazine which goes into even more detail about sustainability, they really are an activist organization using fashion as a means to make shifts in conscious awareness and action.

(photo anothertomorrow.co)

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The objective to make their name itself synonymous with the great work that they're doing in sustainability and transparency will come with making their visual marketing more engaging and educational.

Campaigns on social media will be important for this reason. There are currently only 16k Instagram followers. The feed speaks luxury, but don't give a feel of the great lengths that the company really goes to to educate.

Metrics would be to run a campaign with a collaboration with another activist/educator would be the most interesting thing to track.