Commercialization Plan: Aubergin Design

Abstract

[eng] A cotton T-­shirt requires up to 2,700 litres for its manufacturing process. The worlds environmental awareness is growing and with that, the consumers mind is shifting, buyers are moving to a more sustainable and environmentally friendly world. The mission of Aubergin is to provide these consumers with environmentally conscious fashion pieces that are designed to empower women, and have a positive impact on the world. Nevean Holmes & Anna Uimonen are the two creative minds behind the brand. With more than 15 years in the retail and fashion industry, they both saw the up rise "fast-­fashion" more than 10 years ago. Less than two years ago, after many years in the industry they decided to embark into the creation of Aubergin. After analysing the market, both founders, identified the opportunity of creating a fashion brand that stands by the two pillars mentioned previously. Currently, the Spanish fashion market is lacking a fashion brand that unites these two elements. Aubergins' goal is to escape from "fast-­fashion" and create everlasting masterpieces that have gone through an ethical manufacturing process as well as using sustainable fabrics with low water consumption. The company will be operating under a differentiation strategy that will be taken into place when marketing their pieces through their own physical boutique, international third party sellers and their online store. Their boutique strategies will be targeting the female market. Specifically, Spanish female professionals with an average-­high income in the winter season and the Nordic female market in the summer season. Due to the recent creation of the company, Aubergin has a very flexible organizational structure that enables them to adapt to the rapid changes in the industry, it currently operates as a start-­up with the organizational structure being that of a small company. Furthermore, the company is now in the initial stages of expanding through third party boutiques into international cities such as Berlin, Copenhagen and Milan. The initial investment the founders has been of 42,000€. However due to the expansion strategy developing inside the company. Aubergin is seeking 50,000€ additional euros to cover all of the manufacturing and general costs the company has to incur in the following 18 months.