MADEWELL
Women’s Sustainable Basics Line
Spring/Summer 2019
Line Overview
This is a line of Women’s basics, with staple items that will last season after season. It focuses on classic styles from tops, shorts, pants, dresses, jackets, and scarfs product categories. They make up an entirely new line, but are inspired by Madewell’s best selling and longest lasting styles, like their “whisper cotton tee.”
Line Diffusion
This new line takes classic styles and revamps them to be more sustainable for our growing eco-conscious society. People are becoming more aware of the harmful effects of the fashion industry, so they feel more and more inclined to invest in sustainable clothing. It will only be made from natural materials like organic cotton, linen, and silk. It will use natural dyes, which having becoming more popular in the last two years. Many brands have started using more organic materials and dyes like Patagonia and Older Brother, which aren’t direct competitors with Madewell but are at the same price point. Madewell’s direct competitors haven’t caught on to the sustainable trend yet, so this would be a good time for Madewell to lead the way. The line will be more expensive than similar styles that Madewell already carries, but the draw for consumers will be that making a more sustainable choice.
Target Consumer Overview
The targeted market segment consists of a woman between the ages 21 and 35, who are educated and with a bachelor’s degree or higher. She typically works in a more creative field, are city dwellers and has an annual income of $70,000 or more. The Madewell woman typically leads cooler and more modern lifestyle than most other consumers. You will find her spending her free time at gallery openings, traveling, trying a new coffee shop, strolling through a farmer’s market and having brunch with friends. She’s politically active, environmentally conscious and believes their voice matters. She’s always been a bit of a tomboy and now appreciates a little femininity in her wardrobe, but never anything too flashy. The Madewell woman is effortlessly cool she always looks timeless and hip. They value simplicity and quality over trendiness and wants clothing that can easily transition them from work to a coffee date. This line will provide her with the pieces she wants, but with less of environmental impact to make her feel better about her fashion choices.
