Sustainable Fashion Footwear Sourcing Plan - Passion Island Executive Summary Passion Island is a mid-tier fast fashion retailer focused on high fashion clothing for both men and women, with stores mainly in the United States and a growing presence in the UK, Germany, France, Sweden, Denmark, The Netherlands, Hong Kong, Singapore and Tokyo. However, with the growing interest of customers in sustainable fashion products, Passion Island is therefore considering adding sustainable collections for the environmentally conscious customers to counter criticism of its fast fashion model. A 2012 survey found that 23 percent of American adults believe that purchasing green products or services are a norm, and is a required expectation. The past …show more content…
While both groups are interested in dress shoes, the professionals will also be looking for fashionable shoes they are able to wear with their business attire. However, the college students might look for fashionable yet casual shoes. 4.1 Market Segmentation Passion Island is targeting two different population segments within the broad category of the fashion-conscious young male and female with disposable income. • Professionals: these are full-time working professionals. They typically earn more than $45,000 per annum. They will purchase shoes for the workplace, as well as for leisure time. • College Students: The household income of this group is $60k-$120k, generally with parents of disposable income towards the higher end of this range. 4.2 Target Market Segment …show more content…
A highly visible store with attractive visual merchandising displays located in the storefront will get a high percentage of foot traffic. This is especially the case for a retail shoe store Shoes satisfy a basic human need that is related to the safety and health of individuals. The sales strategy will simply be, to have the most complete selection of shoes. Assuming the prices are reasonable, having an extensive selection will drive sales because we believe our target markets of fashion-conscious young male and females are always looking for the perfect pair of shoes to coordinate with their fashion style. On top of that, the marketing team will aim to highlight the Passion Island’s shoes and the methodology of production – environmentally friendly, reducing carbon emission, conserving water, and promoting worker and community wellbeing, placing emphasis on the sustainability of our shoes. Also, other than having the shoes in store, Passion Island will also consider setting up an online site for customers residing in countries that have no access to Passion Island’s stores, can also own a pair. Social media will too be utilized to reach out and communicate with prospective customers. 5.2 Selection