edun proposal

ONEPERCENT STORES E O U L

ONEPERCENT STORE HeadOfficeSEOCHO-GU BANPO-DONG 66-1

COWELL-BUILDING B1 103 SEOUL, KOREA

t +82 10 8120 0210 , +82 10 8839 9051

[email protected]

GREETING

WHO WE ARE

MARKETING & PARTNERSHIP

WHY YOU

CLOSING

DEMAND & MARKET

CONTENTS

GREETING03 ONEPERCENT STORE

PROPOSAL

Dear the parties at Edun.

First of all we want to say sorry that we could not see you in person and hand this letter directly. We are far away from you guys but we feel like you are so close to me. We are two young men from Seoul Korea and in the process of starting up a business with fair trade and eco friendly

products. Our business name is Onepercent Store and planning to open up an online select shop and an offline pop up store. This letter is for asking Edun about supplying your products to us

and possibly long term partnership with our business. In this proposal I attached introduction explaining who we really are, why we chose Edun, analysis of current market situation in Korea

and how we are going to approach to the market.

Best regardsONEPERCENT STORE

WHO WE ARE


Onepercent Store is an online select shop with products that carry messages promoting

societal values. We’re highly selective in choosing our products and only provide fair trade, eco-friendly, or organic products of high quality.

Instead of highlighting“who”made the product, we draw attention to the“why”and“how”each product was made. Focusing on the unique‘story’behind the individual product, we deliver positive messages and promote ethical, healthy consumerism to our customers.

“Your right choice makes a better world.”We introduce brands from all over the world that have pure values and right reasons . All of our products follow a clean, safe, and transparent manufacturing process and are offered at a reasonable price due to fair trade.

ONEPERCENT STOREECO, ORGANIC, ETHICAL, FAIRTRADE, THE RIGHT-IDEA

04 ONEPERCENT STOREPROPOSAL

DEMAND & MARKET05 ONEPERCENT STORE

PROPOSAL PROPOSAL

First of all and most importantly unattractive de-signs. I could see some designs are very functional

but they were simply ugly. Especially clothing. Cloth-ing buyers in these days are very sensitive to trend and designs. If the company cannot satisfy this basic need the products would not be selling no matter how good the purpose that the products have.The common image of fair trade clothing to Korean public masses is very ethnic design oriented (because many of them are designed and produced by same people) and far away from todays trend. I want to prove and reintroduce that fair trade clothes also can be very fashionable and trendy.

Second unattractive website. Looking through almost all of the Korean fair trade websites I

hardly found one attractive website. Their poor photo displays and ugly web designs just make peopleincluding me do not want to buy anything from there.

There have been several fair trade clothing companies and eco friendly product online/

offline shops in Korea. Except organic food shops and companies every other companies has failed to make commercial profit which ultimately led them to fail benefiting fair trade workers and eco friendly industries. That is why not many people are aware of the existence of fair trade products even though they have been around in market for years.I was thinking what’s wrong with their products? Why don’t people buy quality products with good purposes? So I went through all of their websites, all the pictures of their products. Then I found following problems.

1. Lack of trend, ugly designs: too much ethnic oriented2. Unattractive website, lack of story telling3. Lack of marketing4. (Mis-)Target market: should have targeted high end market first and set them as an example so the general public can follow them.

DEMAND & MARKET06 ONEPERCENT STORE

PROPOSAL

Conclusion

Anyway our ultimate goal is to popularize these fair trade and eco friendly products. But through our research we had to admit that those products are not cheap which is hard to appeal to the mass. Then whom should we target for? People who are willing to participate this movement, people who can afford these products. We designed the most effective marketing model for fair trade and eco friendly products that can appeal to the people and Edun fits perfectly to our plan considering the brand’s characteristics and designing. More details about marketing methods will be explained at marketing section.

I mentioned about story telling up on the prob-lem list but actually most of fair trade websites

have their stories behind the products which I like but the problem is the stories are not displayed in a right way. To appeal the readers they should have done better job on web page designing and making a good commodity with products and the stories. It should make costumers feel like they are reading a magazine with high definition pictures and well designed outline. That way their stories that contain good purpose and positive message can appeal better to the masses.

We believe if there is a new message and need to be spread through marketing, the target market should be upper class. We believe upper class is more open to new products because typically they are more likely to find and put meaning to their action and they are more likely spending. Especially in Korea trend is usually set by upper class.

WHY EDUN 07 ONEPERCENT STOREPROPOSAL PROPOSAL

How Edun and Onepercent can work together

We believe that Edun and Onepercent store make such a good har-mony. We knew Edun’s movement from the beginning when Ali

and Bono launched this brand and watch how the brand grew since then. When we actually saw the products in person at Corscomo (one of the retailers of Edun in Korea) in Seoul we instantly knew that this is our product. The first reason we want to carry Edun in our store is we aim very fashionable and trendy designs. Looking through Edun’s collection we fell in love with Sharon Wauchob’s work. We want to let the whole Edun’s design team that they have done a great job and hope they will continue to create beautiful designs.Sustainability and fair trade. Those are the two keywords when we think about the brand Edun. That is the second reason why we want to have Edun’s products in our store because they are the exact values that we want to pursue.

MARKETING & PARTNERSHIP08 ONEPERCENT STORE

PROPOSAL


ETHICAL CONSUMER MARKET

GENERAL PUBLIC

Social Network (BTL) Marketing- Facebook - Twitter (Total 8,000 followers)- Blog (Over average 3,000 visitors per day)

Party Host- Club Eden (Monthly Party Hosting, Over average 10,000 visitors)

Offline Marketing- Pop-up Store

Celebrity Marketing- Top celebrity connection

Media Exposure

Designer, Artist Collaboration

PartnershipPartnership

HIGHEND MARKET


PROPOSALPROPOSAL

We already have partnerships with two companies to promote our products and Edun. One of our partners called CNP (Culture and People) is a cultural contents consultant group. They have a

power blog that has over 3000 visitors per day. We already got a promise from them that they will write a blog entry introducing Onepercent Store and our products including Edun. (we can have them write a separate entry just for Edun if it’s necessary). They also host a party monthly at club Eden (one of the biggest and most popular clubs in Seoul) that they are willing to help us to have a store launching (plus brand promotion) party. When they host a party at club Eden they have over 1000 guests average.

WWW.CULTUREANDPEOPLE.COM

WWW.VIRUSPARTY.COM


PROPOSAL

Je ne sais quoi is another partner. Je ne sais quoi is a luxury brands boutique located in Seoul. They carry brands like Balmain, Balenciaga, Chanel, Hysteric Glamour, Bell&Ross and so on. The main marketing method they

are doing is celebrity marketing. Lots of celebrities shop at Je ne sais quoi first because they like je ne sais quoi’s selection and the management team at the shop has personal connections to many celebrities. When we show them our catalogues, the products we will carry, they gladly accepted partnership with us and promised to make a section for Onepercent store in their shop (shop in shop concept). We also think about open a pop-up store collaborating with Je Ne Sais Quoi. We think this place (either shop in shop or pop up store) is the most suitable space to advertise and display high-end clothing like Edun. Several major fashion magazines like Vogue Korea have interviewed je ne sais quoi. So we also expect media exposure through partnership with this boutique.

WWW.JENESAISQUOI.KR

PROPOSAL


PROPOSAL

Pictures of JE NE SAIS QUOI

Edun is a fair trade, eco friendly brand but at the same time Edun is very high-end luxury brand.

Because of its uniqueness we think we need various of marketing approach. We will use SNS and social mar-keting through influential blogs and hosting a party to spread Edun’s story and value as well as our store. At the same time we will market high-end group through luxury boutique like Je ne sais quoi where trendy people and celebrities gather. We think those upscale people are actually more open to new ideas and good purposes so this collaboration will create good synergy.

This proposal explained why we want to carry Edun and why Edun can suite to our store so far. We also explained how we are going to approach to the target market and marketing methods. If you need further information about our partnerships or us please let us know. Thank you for your time.

CLOSING12 ONEPERCENT STORE

PROPOSAL

edun proposal

Business