Business of Global Fashion

PORTFOLIO
Group project | Sweden

Cheshta, Girisha, Khaleda,
Lara, Muskan, Saniya
Business of Global Fashion

International Fashion Top Up Level
Jan 2022
Fika | Group 2 Business of Global Fashion
Roles
Member Responsibilities
Business Team
Business Team : Khaleda, Saniya Khaleda Begum - Research - sweden market

- Marketing strategy
- marketing developer
- Costing
- SOSTAC
Design Team : Cheshta, Girisha, Lara, Muskan - Retail
OUR TEAM
Saniya Sood - Research - sweden market, PESTLE
- sustainable business - Competitors
developer - Sustainability
INTRODUCTION
- Business strategy
- Sourcing
Design Team
Cheshta Chug - Research - concept
- creative developer - Research - texture
- Story board
- Branding
- Writing
Girisha Suri - Research - trend
Welcome
- design developer - Research - colours
- Consumer profile
- Customer board
- Illustrations
Lara Negro - Research - key items/style
- technical developer - Research - details/silhouette
Our team has brought together a brand that hopes to deliver and tend to every need - Technical drawing & Tech packs
of the customer in the clothing sector. We have picked up on the qualities missing in - Boards
the current market scenario in Sweden and tried to fill the gap with our proposition. - Layout
Through this project we wish to give you an essence of Fika and take you through our - Research - sustainability
Muskan Priyadarshi
journey. The user can expect to develop a clear understanding of – - Research - fabrics
- production developer
~ Our brand values and identity - Research - manufacture (trims, size, fabric)
~ Design process and inspiration - Manufacture - production (technics, knit, pattern)
~ Business (sourcing, production, retailing and marketing) - Sizing
2 3
04 PRODUCT DEVELOPMENT
Table of contents Production - Critical path ...................66

Supply chain ...........................................68
Sourcing ..................................................70
Welcome......................................................2
Table of Contents....................................4 05 BUSINESS PLAN
Business plan .........................................74
01 INTRODUCTION
TABLE OF CONTENTS
About us - Fika..........................................8 06 SUSTAINABILITY
3 goals ......................................................78
02 MARKET ANALYSIS
Sweden market ......................................12 07 MARKETING STRATEGY
Market overview ....................................14 Marketing ................................................82
Competitors .............................................18 7Ps .............................................................84
Customer profile ...................................20 Customer journey map......................86
Branding ..................................................88
03 CAPSULE COLLECTION
Concept ....................................................24 08 REFERENCES
Inspiration Board ..................................26 Bibliography ...........................................96
Colour.........................................................28 Images ....................................................102
Fabric..........................................................30
Embellishment ......................................32
Line up - 2022 range ............................34 09 ANNEXES
Range plan ...............................................36
Development ........................................110
Outfit 3 ......................................................38
Research ................................................120
Tech packs ..............................................40
4 5
01 INTRODUCTION
6 7
FIKA
INTRODUCTION
About us
Fika is an international womenswear brand based in and operating from Stockholm,
Sweden. Fika in Swedish Swenska means a casual, indulging conversation that usually
takes place over a cup of coffee, a notably popular custom in Sweden. We want
to promote a dialogue between garments and wearers, personify clothing and add
emotional value to every garment and thus, the name (FIKA | Meaning & Definition for
UK English | Lexico.com, 2022).
Fika advocates simplicity that can be absorbed. Our aim is to create and deliver a label
for sustainable, clean design done using thoughtfully chosen fine material made into
products with a timeless construction. The brand will emphasise on the concept of
inclusion. Women play a particularly significant role in Sweden and are highly respected
in the society despite certain inequalities still prevailing. The brand will not only be
inclusive in terms of size but also, gender.
We offer functional, seasonless everyday clothing that is minimal and can speak to you
no matter who you identify as. Fika swears by the term “lagom” as a philosophy. Lagom
is a Swedish-Norwegian word that translates to “Not too much, not too little, just in the
right amount” (LAGOM (noun) definition and synonyms | Macmillan Dictionary, 2022)
8 9
02 MARKET ANALYSIS
10 11
SWOT
Sweden market Strengths
o Open market, touch a broad market
o Sustainable brand, slow fashion
value, timeless garments
Weaknesses
o Product must be priced high
because of sustainability demands
o Difficulty in acquiring funding
Swedish fashion market and consumer base is known for it’s affiliation with minimalism and o Manufacture in the country, local
clean aesthetics. (Shibboleth Authentication Request, 2022) production
Several reasons have led us to choose this region as our base for production and retail. o High quality production
The country’s collective view on a sustainable and green life aligned perfectly with our
brand values. Since, the clothing market is the largest in Sweden with a projected market
volume of US$3,690 million in 2021, there is a real possibility of expansion and interest for
Opportunities Threats
contemporary brands highlighting a more sustainable and inclusive fashion (Statista, 2021). o Relationships between government o Consumer loyalty towards local
According to (CAGR) (2021-2026), Sweden’s Annual growth rate is 4.3%. Statistics show and business are good brands
o Good manufacturing infrastructure o Harder for international brands to
a user penetration of 60.7% and a per person revenue of $773.13. (Statista, 2021). This
in the country penetrate the Swedish market
therefore shows numbers for a very viable market and consumers with a decent amount
o Strong market competitors with
of disposable income. similar product offerings
MARKET ANALYSIS
Political Economic Social Technological Legal Environment
. Good political stability is . Economic growth: GDP fell . Consumer views: Swedes are . 24% of total market . Business enterprises are . Renewable energy used:
essential for a business to by 2.8% in 2020 and grew more satisfied with their lives, revenue in fashion will be required to register at 35.6%
enter into a new market 4.7% as compared to the with a 7.3 grade on the scale. generated through online the Swedish Companies . “Timber, hydropower
and run successfully. 3rd quarter last year. (OECD average of 6.5) sales by 2023. Registration Office. and iron ore constitute
. Constitutional monarchy . Disposable income . Workforce Trends according . 92.14% of the population . Trademark to be the resource base of a
. Current government increased by 12% from the to OECD 2018 data: Third are internet users which registered in Sweden for manufacturing economy
is headed by Social first to second quarter of largest employment rate indicates the presence business to obtain legal that relies heavily on
Democrats who have 2021. among OECD countries. Fika of a huge market for protection. foreign trade.”
formed a coalition with the . Employment rate: 77% of will not face a shortage of e-commerce. . Trade and promotion . Company and NGO
Green Party. people aged 15-64 have a talent. policy encourages trade pressure on government
. Sweden is also part of paid job. OECD average is . Labour market - one of the with other countries. to increase circularity in
the European Union, so 68%. most inclusive in OECD. . High level of unionisation economy.
benefits of the EU trade . Employment is resilient (Sweden on 8th rank in and highly regulated labour . Availability of
legislation apply to both to GDP falls due to OECD). markets. Amazon - not infrastructure for a circular
Finland and Sweden, which effective labour market . Fourth lowest gender pay accepted by Swedes due and sustainable economy
is beneficial for Fika. and collective bargaining gap. to turbo capitalist culture is a positive for the brand.
. Sweden’s annual inflation systems which allow . Consumers have a strong - goes against Nordic
rate rose to 2.5 percent flexible adjustments in preference for local countries’ strong labour
in September of 2021 wages and working time. companies, and loyalty to unions and sustainability.
from 2.1 percent in . Unemployment rate is other European brands. As
August but below market higher in the country due an international brand, this
expectations of 2.7 to many students and could pose a challenge to
percent. It was the highest immigrants. 2020 rate Fika, therefore manufacturing
since November of 2011. was 9.2% (higher than the will be in Sweden to generate
. The corporate tax rate in 8.9% peak during the 2008 consumer loyalty.
Sweden has lowered to financial crisis) . Swedish consumers are
20.6% in 2021 from 21.4% . Tax Wedge increased by used to buying high-quality
in 2019 which works in 0.1% from 42.6 in 2019 to products. This matches Fika’s
favour of Fika. 2020 for a single worker. product offering.
12 Table 1 : PESTLE analysis 13

(Date from : Salam (2011), OECD (2018), Hamalainen (2019), Better Life Index (2020), Niskanen et al. (2020), Statista (2021), Gov.uk (2021), OECD
(2021), Trading Economics (2021), Sweden.se (2021), Campa, et al., (2021), CIA World factbook (2021), Lind (2021), CIA World Factbook (2021))
- market overview
Analysis - swedish market
Overview Figures
Capital Stockholm
Offcial Language Swedish
Majority religion Church of Sweden
Majority ethnic group Swedish
Population 10,036,391
MARKET ANALYSIS
Projected population by 2040 11m
Area 450,295 sq km (about the area of California
Economic Overview
Total real GDP US$ 532.2 bn
GDP per capita US$ 52,695.8
Projected real GDP increase 2,6% p.a. from 2020 to 2025
Revenue generated by eCommerce (highest digital revenues in 20202 US$ 11.7 bn
Fiscal surplus 1.7% of GDP
Estimated unemployment rate 2020 8.67%
Profit Tax 13.1%
Currency Swedish kronor (SEK)
Currency exchange rate USD/SEK = 9.2
Table 2 : Sweden market analysis

(Date from : Staffa et al. (2021), Statista, (2021))
14 15
Analysis - fashion swedish market
Swedish Apparel Industry Figures
Projected Revenue (2021) US$ 7,855 million (about $24 per person in the US)
Annual Growth Rate (CAGR) (2021-2026) 4.31%
Projected Market Volume (by 2026) 669 million pieces
Women’s Apparel (2021) US$ 3,830 million (about $12 per person in the US)
Growth rate 9.8%
MARKET ANALYSIS
Average Volume Per User 56.46 pieces
Per Person Revenue $ 773.13
User Penetration 60.7%
Swedish eCommerce Industry
Projected Revenue (2021) US$ 15,377 million (about $47 per person in the US)
Annual Growth Rate (CAGR) (2021-2026) 7.91%
Volume of Fashion in 2021 (largest market segment) US $5,217 m
Number of users in eCommerce market by 2025 8.5 m
Average Revenue Per User (APRU) in the fashion industry $1 901.07
User Penetration 79.6%
Table 3 : Fashion sweden market analysis

(Date from : Statista (2021))
16 17
Competitors board
Function
ARKET ADNYM
FIKA
COS
FILLIPA K
Affordability
Competitors
Exclusivity
NUDIE JEANS
SAMSOE SAMSOE
MARKET ANALYSIS
We looked at brands offering products falling in the range of £25-£600, in the high
street sector. We tried to find brands with an ideology similar to ours. Post careful EYTYS
calculation, Fika was placed quite high on the graph with Affordability-Exclusivity on
the X-axis and Function-Trendy on the Y-axis. Fika focuses on comfort and functionality Fashion
while balancing feasibility and exclusivity. The brand’s values forbid it to follow in on
trends and fads.
Brand Product offering Values Market level Gender Price range

Nudie jeans Denim, basics, everyday Sustainable, ethical, High Street Women, Men, Children £40-£200
garments organic fibres, recycled,
high quality
Arket Essentials, timeless everyday Transparency, slow High Street Women, Men, Children £50-£200
garments fashion, minimalist, qua-
lity
Fillipa K Simple apparel Comfortable, made to High Street Women, Men £70-£600
last, organic
COS Clothing and accessories Minimalist, recycled, High Street Women, Men, Children £60-£250
timeless, organic
Adnym Denim, knits Size inclusive, minimalist High Street Gender neutral £80-£250
Eytys Clothing, retro denim sil- Forward thinking design High Street Gender neutral £30-£500
houettes, sneakers
Samsoe Samsoe Refines, tailored Minimal tones, utilitarian, High Street Women, Men £25-£450
wearable aesthetic
18 19
Figure 1 : Competitors board
Consumers board
Customer profile
MARKET ANALYSIS
Demographics Geographics Psychographics
. Age: 25 - 40 . Country Sweden . Employment: Entrepreneur (Tech,

. Age distribution: 39% . Headquarters : Finance)
approx. (Biggest Stockholm (1.6 million . Behavioural factors: Lives alone,
percentage of people) individualistic, driven, non-
population is in this . Most people live in confrontational, private, tech savvy
age group) the South of Sweden . Hobbies: Reading, art enthusiast, indoor
. Gender: Women (where the climate is games such as pool, billiards etc., fika
. Marital Status: Single milder) as well as in (conversation over snacks and coffee),
. Income: 50,000 SEK the East, along the listens to rock or pop music
to 100,000 SEK Baltic coast such as . Lifestyle: Active (walking/cycling is the
Stockholm, which is most common mode of transport)
also the biggest urban . Values/Beliefs: Social quality, supportive
area with a population towards homegrown artists/brands,
of 1.657 million. The conscious consumer
brand therefore . Purchase Habits: Prefers the ease of
targets consumers in shopping online - clothes, groceries etc.
the capital. Shops both new and secondhand. Aims
to restrict clothing purchases to once-
twice a month
. Browsing Behaviour: Researches brand
before making a purchase to ensure
alignment of values. Finds brands
primarily through social media. Also
appreciates recommendations from
friends.
. Needs/goals: Self-expression, loyal to
her sense of style
. Motivations: Find brands with similar
beliefs/ethical practises. Sustainable
products hold great importance to our
consumer.
20 Table 4 : Customers profile

(Date from : Statistsa (2020), Salary Explorer (2021), CIA World factbook (2020),
21
Figure 2 : Consumers board
Savage (2019), Sandberg et al. (2021))
03 CAPSULE COLLECTION
22 23
CAPSULE COLLECTION
Concept
There lies a certain beauty in the mundane. In a world of constant
overconsumption and extravagance, Fika promises to soothe. We swear
by the lagom philosophy of life. Lagom translates to ‘not too much,
not too little, just in the right amount. It outlines the idea of only giving
into one’s needs and to not pay heed to the wants. Here at Fika, we
create garments that are more than just textile on the customer’s skin.
We create timeless, minimal clothing that one can have a relationship
with, make conversation with. We strive to provide functional designs
with exclusive details that will get the user through the day. At, Fika we
believe in creating a safe haven for women to express and excel every
minute of everyday.
Not too little, not too

much. Just rigth - Figure 3 : Concept board
24 25
CAPSULE COLLECTION
Inspiration board Minimalism | Gender
neutral | Comfort -
26 27
Figure 4 : Inspiration board
Figure 5 : Colours composition
Colours
The colours chosen for the brand are cohesive with the philosophy. They
are evergreen, soft and calming but they assert a sense of style and allow
experimentation and expression. The shades ‘Hazelnut’, ‘Trekking green’ and
CAPSULE COLLECTION
‘Watercress” are evergreen neutrals that are drawn from nature to induce an
organic feeling. ‘Antique Ivory’, ‘Anthracite’ and ‘Lucent White’ are the stable
base colours. ‘Pale Banana’ is the necessary pop of colour to induce joy. (Colour
design: Theories and Applications, 2012)
PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE
14-1315 TCX 11-0105 TCX 19-5411 TCX 17-0220 TCX 12-0824 TCX 19-4007 TCX 11-0700 TCX
Hazelnut Antique Ivory Trekking Green Watercress Pale Banana Anthracite Lucent White
Colour palette
28 29
Fabrics
Wool
Composition
100% WO
Suppliers
Hainsworth
Fabrics
As a brand that promises sustainability we chose to use organic and ethically
sourced fabrics. We would be working with Wool, Hemp poplin, Organic cotton
Hemp poplin 100% HA Hemp Fortex
gabardine etc. These fabrics of varying qualities provide a vast scope for creating
garments that would work throughout the year. For instance, hemp has excellent
insulative properties that keeps the body warm during winters and cool during
Organic cotton 100% CO Remei
gabardine
warmer days.
CAPSULE COLLECTION
Fabrics of different origins are going to be rounded together for texture play and
layering.
Cotton jersey 100% CO Remei
Wool jersey 100% WO Hainsworth
Linen twill 100% LI Libeco
Wool 100% WO Hainsworth

superfine
30 31
Woen stripes
Embellishment
- woven pattern
The Scandinavian design sensibility is known for its clean lines and simplicity.
Moreover, weaving techniques are part of the Swedish heritage (The nordic
textile Journal, 2012). At Fika, we decided to use this savoir-faire to bring a touch
of modernism while keeping minimalism at our core. We have taken inspiration
from some of the Swedish textile designers such as Martin Nannestad Jørgensen.
CAPSULE COLLECTION
In order to bring alignment to our collection we decided to develop patterns that
are rather geometric and linear which will be realized with weaving and knitting
techniques.
- bosnia stitch
Fika gives special importance to the details, which is why for our first collection we
decided to integrate a stitching detail into our designs. We will use the technique
of the bosnia stitch with soft contrasting colour to accentuate the linear and
clean aspect of our designs.
- brioche knit
Bringing details with simplicity is one of the key steps in Fika’s creative process.
The brioche stitches bring texture and a touch of colour to our designs. The knit
brioche stitch is a knitting technique that involves alternating some stitches of
different colours in order to obtain a modern look.
32 33
Figure 6 : Texture and pattern board
2022 Range
~ Make a conversation with your clothes.
Line up
CAPSULE COLLECTION
34 35
Outfit 1 Outfit 2
Range plan
Business range plan
Items Price Fabric Manufacture Size
OUTFIT 1
Tailored trousers 2035 SEK Wool gabardine Another Textile Company S, M, L, XL
Tricolour jumper 2714 SEK Wool jersey Another Textile Company S, M, L
Stripped sweater 1974 SEK Wool jersey Another Textile Company S, M, L Outfit 4
CAPSULE COLLECTION
Outfit 3
OUTFIT 2
Paperbag trousers 2097 SEK Linen twill Another Textile Company S, M, L, XL
Turtleneck tee 1480 SEK Wool jersey Another Textile Company S, M, L
Oversize shirt 1357 SEK Hemp poplin Another Textile Company S, M, L, XL
OUTFIT 3
Boxy trousers 1727 SEK Organic cotton gabardine Another Textile Company S, M, L, XL
Bicolour turtleneck 3200 SEK Wool jersey Another Textile Company S, M, L

tee
Stripped vest 2831 SEK Wool jersey Another Textile Company S, M, L
Minimalist shirt 1476 SEK Hemp poplin Another Textile Company S, M, L, XL
OUTFIT 4
Slouchy trousers 1172 SEK Organic cotton gabardine Another Textile Company S, M, L, XL
Tee shirt 802 SEK Cotton jersey Another Textile Company S, M, L

Outfit 5 Outfit 6
Checked double 3689 SEK Wool gabardine Another Textile Company S, M, L, XL
breast jacket
OUTFIT 5
Ankle gathered 1221 SEK Organic cotton gabardine Another Textile Company S, M, L, XL
trousers
Short sleeves shirt 987 SEK Hemp poplin Another Textile Company S, M, L, XL
Turtleneck vest 2780 SEK Wool jersey Another Textile Company S, M, L
Stripped coat 3208 SEK Wool superfine Another Textile Company S, M, L, XL
OUTFIT 6
Rool up bermuda 1098 SEK Wool superfine Another Textile Company S, M, L, XL
Stripped polo shirt 851 SEK Cotton jersey Another Textile Company S, M, L
Big stripes polo 1221 SEK Wool jersey Another Textile Company S, M, L 37
sweater
Single breats jacket 2443 SEK Wool superfine Another Textile Company S, M, L, XL
Front Back
Outfit 3
straps
knitted stripes
CAPSULE COLLECTION
brioche stitch
elastic
With layering as a core

part of all ensembles, the
range features individual
garments with exclusive
finishes. Outfit 3 consists
of Linen trousers with a
straight fit allowing easy
movement and comfort,
stylised wool jersey
turtleneck with brioche
stitches along the side
panels and neck, a classic top stitches
‘Antique White’ shirt with
a concealed placket.
And a striped vest as the
topmost layer.
38 39
Tech packs
- boxy trousers Cover sheet
Code : 112B0B Date : Jan 2022 Fabric :
CAPSULE COLLECTION
boxy trousers
Size : XS / S / M / L - prototype size = M - Organic cotton

gabardine, 100% CO
Pocket
Season : A/W 2022
lining :
Notes : ........................................................................................
.............................................................................................................
............................................................................................................. - Organic cotton
silesia, 100% CO
.............................................................................................................
.............................................................................................................
............................................................................................................. Colour :
.............................................................................................................
.............................................................................................................
.............................................................................................................
............................................................................................................. - Black anthracite,
19-4007 TCX
Description : Minimalist and versatile

These wide pants draw an oversized and clean silhouette. A casual model to
combine comfort and style
- Side slant pockets
- Elastic waistband
- Front zip fly
40 41
Information sheet
Code : 112B0B Date : Jan 2022 Infos :

zipper
boxy trousers elastic
buttons
Size : S / M / L / XL - prototype size = M

slant pocket
CAPSULE COLLECTION
Season : A/W 2022
Details :
fly
Opening : Pockets :
front opening button hole side slant pocket
3 cm
topstitches elastic
3 cm 3 cm
overlock 14 cm
zipper
16 cm
slant pocket
buttons
edgestitch
M
recycled zipper,
biodegradable buttons, 16 cm, black
30L, black (Natulon) M
Label :
placement labels 5 cm
topstitches
M
logo 2 cm
M 2 cm
M
42 1,5 cm
size 43
Size chart
Unit of measurement Size
International S M L XL
EU 36 38 40 42
Waist (cm) 68 72 76 80
Spec sheet Hips (cm)

Inside Leg (cm)
Regular
94
79
97
79
100
79
104
79
Table 5.1 : Measurement and size chart for bottom

No. Measurements cm (Date from : 2117 of Sweden)
Costing
A. leg waist length 97
B. waist circumference 75.5

B. F. C. hip circumference 102 COST SHEET | Outfit 3 TROUSERS
E.
CAPSULE COLLECTION
D. leg circumference 52
INFOS
A. I.
E. belt heigth 3 Date : Dec 2021 Code : T3
H. Description : boxy fit casual trousers
F. crotch heigth 32
C. Size range : S/M/L/XL Wholesale price : 1418.98 SEK
G. inseam leg heigth 65 Season : A/W 2022 Selling price : 1727.45 SEK
H. fly length 16 1. FABRIC SKETCH
I. slant pocket length 14

FABRIC TYPE METERS PRICE COST
FRONT
Main - Gabardine organic cotton, 2m 122.47 SEK 244.95 SEK
100% CO, black
Lining - Silesia organic cotton, 50 cm 110.54 SEK 110.54 SEK

100% CO, black
Interfacing - Fusible interfacing 1m 61.55 SEK 61.55 SEK
2. TRIMS
QUANTITY PRICE COST
Thread, 100% CO, 100, black 1 bobin 12.31 SEK 12.31 SEK
Buttons, 30L, black 1x 13.42 SEK 13.42 SEK
Zipper, 16 cm 1x 71.27 SEK 71.27 SEK
Elastic, 4 cm 1m 4.92 SEK 4.92 SEK
D.
G. Labels, hang tag, size tag 7.39 SEK 7.39 SEK
3. LABOUR
BACK
COST
Grading 184.6 SEK
Marker making 184.6 SEK
Cutting 123.07 SEK
Sewing 123.07 SEK
TOTAL COST
Total cost 1144.56 SEK
Selling price 1727 45 SEK
44 45
- oversized shirt
Cover sheet
Code : 114T0I Date : Jan 2022 Fabric :
CAPSULE COLLECTION
masculine oversized shirt
Size : S / M / L / XL - prototype size = M - Hemp poplin,

100% HA
Season : A/W 2022 Interfacing :
Notes : ........................................................................................
.............................................................................................................
............................................................................................................. - Fusible interfacing,
100% CO
.............................................................................................................
.............................................................................................................
............................................................................................................. Colour :
.............................................................................................................
.............................................................................................................
.............................................................................................................
............................................................................................................. - Antique ivory,
11-0105 TCX
Description : Masculinity and minimalism

This shirt draws an oversized silhouette for a chic and casual everyday look.
- Oversized cut
- Hidden front button placket
- Kimono sleeves
- Left wrist strap detail
46 47
Information sheet
Code : 114T0I Date : Jan 2022 Infos :
masculine oversized shirt
Size : S / M / L / XL - prototype size = M buttons

topstitches
CAPSULE COLLECTION
Season : A/W 2022
M
kimono
sleeves
Details :
Collar : M
5 cm
7 cm
button
3 cm
44cm
button hole
Buttons : Cuff detail :

20 L
cross stitch
M
M
straps
biodegradable buttons,
button
M
20L, ivory biodegradable

3 cm
buttons,
20L, ivory
front hidden placket straps
3 cm 8 cm
M 22 cm
Label :
placement labels
6 cm
M logo
1.5 cm
2 cm
M
48 1.5 cm
size 49
Size chart
International S M L XL
EU 36 38 40 42
Chest (cm) 84 88 92 96
Spec sheet Waist (cm)

Hips (cm)
68
94
72
97
76
100
80
104
Arm lengths (cm) 60 60 60.5 61

No. Measurements cm Table 5.2 : Measurement and size chart for tops
Costing
(Date from : 2117 of Sweden)
A. front waist lengths 64
C. G. B. back waist length 68
A. C. neckline 44 COST SHEET | Outfit 3 SHIRT
CAPSULE COLLECTION
D. chest circumference 121
INFOS
E.
D. E. front width 55 Date : Dec 2021 Code : S3
Description : oversized masculine shirt
F. back width 60
Size range : S/M/L/XL Wholesale price : 1207.33 SEK
Season : A/W 2022 Selling price : 1484.24 SEK

G. shoulder length 21
H. bottom circumference 124

1. FABRIC SKETCH
I. I. button stand width 3 FABRIC TYPE METERS PRICE COST
FRONT
Main - Popelin hemp, 100% HA, 2.2 m 112 SEK 246.14 SEK
ivory
Interfacing - Fusible interfacing 50 cm 30.77 SEK 30.77 SEK
2. TRIMS
QUANTITY PRICE COST
Thread, 100% CO, 100, ivory 3 bobins 8.20 SEK 24.61 SEK
Buttons, 20L, ivory, front 6x 6.15 SEK 36.92 SEK
B. Buttons, 20L, straps cuff, front 1x 6.15 SEK 6.15 SEK
F. Labels, hang tag, size tag 7.39 SEK 7.39 SEK

BACK
3. LABOUR
COST
Grading 184.6 SEK
Cutting 123.07 SEK
Sewing 123.07 SEK
H.
TOTAL COST
Selling price 1484.24 SEK
50 51
- stripped vest
Cover sheet
Code : 127T0S Date : Jan 2022 Fabric :
CAPSULE COLLECTION
knit vest with black fine stripes
Size : S / M / L - prototype size = M - Wool jersey,

100% WO
Season : A/W 2022
Notes : ........................................................................................ Colours :

.............................................................................................................
.............................................................................................................
.............................................................................................................
.............................................................................................................
............................................................................................................. - Anthracite black,
19-4007 TCX
.............................................................................................................
- Lucent white,
............................................................................................................. 11-0700 TCX
.............................................................................................................
.............................................................................................................
Description : Comfort and stripped

Sleevless knit vest with round neck to complete a modern look
- Black and white lined patterns
- Ribs 1x1
- Round neck
- Oversized cut
52 53
Information sheet
Code : 127T0S Date : Jan 2022 Infos :
knit vest with black fine stripes
Size : S / M / L - prototype size = M

1x1 ribs
CAPSULE COLLECTION
Season : A/W 2022
Details :
Pattern :
pattern swatch - knit
stripes
black, 19-4007 TCX
0.7 cm
white, 11-0700 TCX
Label : M
placement labels
6 cm
logo
1.5 cm
M 2 cm
M
size
54 1.5 cm
55
Size chart
International S M L
EU 36 38 40
Chest (cm) 84 88 92

Hips (cm)
68
94
72
97
76
100
Table 5.3 : Measurement and size chart for vest

D. No. Measurements cm (Date from : 2117 of Sweden)
Costing
A. E. A. front waist length 68
B. back waist length 69
C. shoudler length 16 COST SHEET | Outfit 3 VEST
CAPSULE COLLECTION
D. neckline 55
INFOS
F.
E. armhole circumference 62 Date : Dec 2021 Code : V3
Description : stripped round neck vest
F. chest circumference 94
G. bottom ribs width 3 Season : A/W 2022 Selling price : 3186.01 SEK
H. shoulder ribs length 3

1. FABRIC SKETCH
I. bottom circumference 112 FABRIC TYPE METERS PRICE COST

FRONT
G. Yarn - Wool jersey, 100% WO,
white
2.5 m 509.76 SEK 1274.40 SEK
Stripes yarn - Wool jersey, 100% 1m 510.37 SEK 510.37 SEK

WO, black
C. H. 2. TRIMS
B. QUANTITY PRICE COST
Labels, hang tag, size tag 7.39 SEK 7.39 SEK

BACK
3. LABOUR
COST
Grading 184.6 SEK
Cutting 123.07 SEK
Sewing 123.07 SEK
I. TOTAL COST
56 57
- turtleneck tee
Cover sheet
Code : 129T0B Date : Jan 2022 Fabric :
CAPSULE COLLECTION
turtleneck tee with contrast brioche stitch detail
Size : S / M / L - prototype size = M - Wool jersey,

100% WO
Season : A/W 2022
Notes : ........................................................................................ Colours :

.............................................................................................................
.............................................................................................................
.............................................................................................................
.............................................................................................................
............................................................................................................. - Hazelnut beige,
14-1315 TCX
.............................................................................................................
- Antique ivory,
............................................................................................................. 11-0105 TCX
.............................................................................................................
.............................................................................................................
Description : Modern and temporal

Minimalist striped turtleneck tee that marries your silhouette with elegance and
comfort.
- Turtleneck
- Detail brioche seems
- Long sleeves with drooping armholes
58 59
Information sheet
Code : 129T0B Date : Jan 2022 Infos :
turtleneck tee with contrast brioche stitch detail
Size : S / M / L - prototype size = M

brioche stitches
CAPSULE COLLECTION
Season : A/W 2022
Details :
kimono
Brioche stitches : sleeves
swatch - knit
pattern
beige, 14-1315 TCX
ivory, 11-0105 TCX
0.3 cm
M
topstitches
Label :
placement labels
6 cm
logo
1.5 cm
2 cm
M
size
60 1.5 cm 61
M
Size chart
International S M L
EU 36 38 40
Chest (cm) 84 88 92

Hips (cm)
68
94
72
97
76
100
Arm lengths (cm) 60 60 60.5

D. No. Measurements cm Table 5.4 : Measurement and size chart for knitted tops
C.
Costing
(Date from : )
A. front waist length 58
A.
H. B. back waist length 58
C. shoudler length 13 COST SHEET | Outfit 3 TURTLENECK TEE
E.
CAPSULE COLLECTION
D. neckline 40
INFOS
E. chest circumference 82 Date : Dec 2021 Code : TT3

Description : minimalist turtleneck tee with contransted
striped detail
F. bottom circumference 82
G. arm circumference 26 Season : A/W 2022 Selling price : 2296.63 SEK
G. H. sleeve length 61
1. FABRIC SKETCH
I.
I. detail length 7 FABRIC TYPE METERS PRICE COST
FRONT
Main - Wool jersey, 100% WO, 1,5 m 450.51 SEK 675.76 SEK
beige
J. detail width 9 Stripes - Wool jersey, 100% WO, 1m 418.89 SEK 417.89 SEK
ivory
K. neck heigth 14
2. TRIMS
K.
QUANTITY PRICE COST
B. Thread, 100% CO, 100, beige 1 bobin 12.31 SEK 12.31 SEK
Labels, hang tag, size tag 7.39 SEK 7.39 SEK

BACK
3. LABOUR
COST
Grading 184.6 SEK
Cutting 123.07 SEK
Sewing 123.07 SEK
F.
TOTAL COST
J.
62 63
04 PRODUCT DEVELOPMENT
64 65
Production
- critical path
Research Design Tech Packs Proto sample Digital size Digital pre Production Shipment Inspection Shipping
and approval and set samples production sample and
Design Sourcing sample Packaging
development
Week 1
Week 2
PRODUCT DEVELOPMENT
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
Week 9
Week 10
Week 11
Week 12
Fika believes in The first 8 weeks Once the designs While FIka requires a physical proto sample, the rest of our sampling is As a brand that does The shipment sample We require the highest Once shipped by our
providing maximum of our critical path are approved, done digitally. We are a low waste company in as many aspects as possible. not mass produce, is sent from our quality garments for manufacturers, the
functionality to our are repeated upon developement of the it is crucial that our producers to our head our consumer and garments are sent to
consumer therefore the launch of new tech pack can begin prodction process has office in Stockholm therefore inspection our distribution centre
our design is developed collections while and subsequently a duration of less than for approval before at various stages of and then customer
and re developed the last 4 weeks sourcing. We have long three weeks. While our the final product is production as well orders are fulfilled with
until we acheive that (production, shipping) term relations with consumers are aware inspected, packed and as before shipping is the aid of our thrid
goal. While our entire take place every 1-2 each suppleir which that Fika is not a fast shipped. crucial. party logistics partner.
process, start to end months depending therefore ensure our fashion brand, and are
takes 11-12 weeks, on demand for our requirements can be prepared to wait to
majority of the focus product. While we do understood and met receive their product,
is on the design stage not launch seasonal swiftly. we aim to ensure the
to ensure our product collections we aim to wait time is under 3
meets our customers release two collections weeks
needs and values. a year. Once designs
have been approved
and the sampling
process has been
completed for a new
release, products
are displated on the
66 website for consumers
to pre order. This
67
gives us the chance to
predict demand.
- supply chain
Tier 1, 2 and 3 suppliers Year 1 : Solely online operation

Tier Supplier type Tier 1 Tier 2 Tier 3
Tier 1 A tier 1 supplier is directly in contact with the buying organisation. In the case of FIka,
tier 1 suppliers are apparel manufacturers. Yarn Supplier Fabric Manufacturer Garment Manufacturer Distribution center Consumer
On its journey through the stages, from yarn suppliers to fabric manufacturers, the
last stop (and most crucial) before a finished product is our garment manufacturer.
PRODUCT DEVELOPMENT
Upstream Downstream
A tier 2 supplier is participative in the supply chain and is a supplier to the first tier
Tier 2 suppliers. Fika’s Tier 2 contains
. Fabric manufacturers - Hemp, Organic Cotton, Wool
. Trims and accessories manufacturers/suppliers - Buttons, Zipper, Elastic
. Embroidery facility - In the scenario that embroidery is outsourced by garment Retail
manufacturers Future growth plan : resale platform Consumer
. Fabric Label Providers - such as wash care, main label (with brand name and size)
Yarn Supplier Fabric Manufacturer Garment Manufacturer Distribution center Reflaunt

Distribution
Tier 3 A tier 3 supplier consists of yarn suppliers for the fabric manufacturers.
Center
. While Fika is not in direct contact with yarn suppliers (chosen through fabric
manufacturers), fundamental aspects of the brand such as fair and ethical working
conditions, appropriate remuneration remain. All our fabric manufacturers are
cognisant of these requirements. Resale
Table 6 : Supplier chart consumer
(Date from : Sarasin (2004)) Third party
marketplace
. In its initial stages, Fika will remain solely online. It gives the brand a chance to
understand the market and create a loyal consumer base before expanding
operations.
. Our partnerships with our suppliers are created with the goal of maintaining long
term relationships.
. While we design with the goal of creating garments for every person, occasion
and season, we do understand that our consumers may not be able to hold onto
the product for a prolonged period due to a variety of factors such as a change
in their taste and preferences etc. We therefore have partnered with Reflaunt, a
Product journey
resale platform to offer our consumers the chance to put their underused product Despite Fika’s avoidance of fad-based clothing as well as the aim of remaining
back into circulation to achieve maximum material utilisation. This partnership will seasonless, fashion generally has a shorter shelf life. Additionally, uncertainty created
commence after our first year of operations in Sweden. We believe this is another by the pandemic which played a part in soaring shipping costs as well as product
step to add to our goal of creating a circular supply chain and reducing our impact shortages in the past year has only emphasised the need for a responsive supply chain
on the environment. (Butler-Young, 2021).
. Fika also aims to launch an experiential store between 2-3. We believe the future Further, Fika aims to work with garment manufacturers that offer production in smaller
of physical retail lies in experiences and therefore we aim to create a space for our batches. While it may cost more, a definite advantage is avoiding excess inventory
customers to interact not only with the brand but also other like minded people. during this period of unpredictable consumer demand (Chen, 2021)
68 69
Tier 1 Suppliers
Garment Manufacturers
Vendor Name Location Certification About
01 Another Textile Lidingö Municipality, GOTS, Fairtrade, . ATC offers production in certified and organic recycled
Sourcing
Company Sweden GRS, Zero Mission, materials.
. They ensure complete transparency for customers
. Safe working conditions during manufacturing.
. CO2 neutral transport
. Living wages (not minimum) (ATC, 2021)
02 Malmo Industries Malmo, Sweden . As with all our suppliers, sustainability and transparency are
central when selecting a partner.
. Malmo industries has experience working with a wide range
Criteria Fulfilment of materials, hemp and wool being the most relevant to Fika.
Pricing Fika partners with suppliers that can provide the lowest (Malmo AB, 2021)
possible price while fulfilling sustainable and ethical
requirements such as livable wages for workers.
PRODUCT DEVELOPMENT
Minimum Order Fika requires suppliers with a flexible MOQ since the
Quantity brand does not mass produce garments Tier 2 Suppliers
Delivery A necessity, due to lack of a large inventory, is an Fabric Manufacturers : Organic Cotton
efficient supply chain, from start to finish, thereby
enabling a quick delivery timeline so that garments can
reach the consumer within 2-2.5 weeks from ordering.
Vendor Name Location Certification About
Location Fika aims to reduce the impact of transport in regards 03 Remei Headquartered in GOTS, SA8000, EU . Organic cotton production without the use of genetically
to moving materials as well as finished products. Agility Switzerland, Regulation 834 / modified seeds. Grown in crop rotation. 3300 smallholders in
in the supply chain is required as well. As a result, Fabric Production in 2007 India and 1800 in Tanzania.
Fika’s onshores or nearshores majority of its supply India and Tanzania . 15% premium paid to farmers for organic production efforts.
chain (Berg et al., 2020) Living wages paid.
Sustainable and Fika aims to have a positive impact on people and
. Demanding social standards (ethical), strict chemical
Ethical Practises communities it interacts with and we expect the same management
from our suppliers. This is verified through certifications . CO2 neutral production. Carbon emissions offset by funding
such as GOTS, RWS etc.. biogas plants and efficient ovens
When it comes to sustainability, materials are not the . Quality control throughout supply chain (Remei, 2021)
only facet to examine. All areas, from avoidance of
additional processing at the fabric stage to waste Fabric Manufacturers : Wool
management and disposal at every avenue, must be
considered. 04 Hainsworth Yorkshire, England Woolmark certified, . Hemp Fortex offers traceability throughout the supply chain.
RWS, ISO certified . Outfitted with clean energy throughout offices and factories
Figure 7 : Sourcing Map . Pesticide free, organic hemp farm
(Source : [adapted from] Maproom (2020) : online) . Offer custom colour request fulfilment. Dyes and chemicals
GRS certified and EU approved
. Waste water carefully monitored and controlled (Hemp Fortex,
2021)
Fabric Manufacturers : Linen

05 Libeco Kortrijk - Meulebeke, GOTS, OEKO-TEX . One of the largest linen mills in Europe
Belgium . Carry the Belgian Linen symbol; guarantee of quality and
traceability. (Carried by only 6 weavers around the world).
01 . High quality fabric with the lowest possible ecological footprint.
. Sustainability efforts include a carbon neutral weaving mill,
nearly 1500 solar panels, automated low energy-warehouse
02
04 Fabric Manufacturers : Hemp

06 Hemp Fortex Originally from GOTS, OCS Standard . Hemp Fortex offers traceability throughout the supply chain.
05
Quigdao, China, (OCS 100), OCS . Outfitted with clean energy throughout offices and factories
Hemp Fortex, Standard (OCS . Pesticide free, organic hemp farm
03
Distribution Centres Blended) . Offer custom colour request fulfilment. Dyes and chemicals
70 worldwide GRS certified and EU approved 71
. Waste water carefully monitored and controlled (Hemp Fortex,
2021)
05 BUSINESS PLAN
72 73
Business plan
How does Reflaunt work ?
For entry
Fika will retail through its e-commerce website upon launch. Products will be offered
on third party marketplaces such as Zolando (which was the largest online store in
Sweden in 2018 in terms of revenue) (Statista, 2021). 01 02 03
Three core functions, design & development, marketing and retail will be done in- Reflaunt software Reverse logistics Customers are offered
house by Fika (Hauge et al., 2008). Retail will be both directly through the brand’s is embedded into processes such as either an in-store drop
website and stores as well as indirectly. Production will be outsourced. retailers’ sites -allowing shipping and storage off or can arrange an
Throughout its life, Fika will continue to emphasise and establish its brand position the opportunity are handled by at-home pickup for the
to monitor resale Reflaunt through products they wish to
in the market. Its growth strategy will focus on market expansion within Sweden,
of garments and their partnership with resell. Once quality is
the e-commerce website will be substantiated by pop up stores and eventually, the accessories. “It offers logistics companies checked by the brand,
launch of an experiential flagship. customers the ability such as DHL etc. items will be re-sold on
BUSINESS PLAN
Another growth goal is the establishment of Fika’s resale platform, one of the brand’s to resell, donate or Reflaunt’s “network of
sustainability efforts. recycle past purchases third party secondhand
directly on the marketplaces.” The
retailer’s e-commerce customer can either
Resale Platform site.” (Reflaunt, 2021) receive cash or in
store credits with
the aforementioned
Circular Supply retailer.
Figure 9 : Reflaunt system chart
Chain (Source : Reflaunt (2021))
Customer Benefits Financial

Journey of resale Benefits
Engagement
Through Reflaunt with consumers The product is now
(specially) the used more than
brand owns the once therefore
entire customer more value can be
journey as their The brand can derived from it for
website is used for re-engage with the brand
the entire process consumers and
petentially access
an entirely new Figure 8 : Resale platform map
target market (Source : Butler (2021))
Why incorporate Resale into the business model?

. Resale drives Fika closer to a circular supply chain (refer image no. )
. Financial benefits: The product is now used more than once therefore more value
can be derived from it for the brand.
. The brand can re-engage with consumers and potentially access an entirely new
target market
. Through reflaunt (specifically) the brand owns the entire customer journey as their
74 website is used for the entire process (Butler, 2021). 75
06 SUSTAINABILITY
76 77
Design
. Production in smaller
batches to avoid waste
Production
Goal 1 : 5. Gender Equiality
. Garment designed to be
functional, multi purpose
. Carefully selected Achieve gender equality and empower all women and girls
materials
. Durable - Material as well
as make
. Ethical - fair wages, . Our clothing is not defined by gender. The designs are focused on function and comfort.
working conditions
. Seasonless
. Transparent - . Fika believes in recruiting for gender diversity. The company prioritises this initiative from top down and will put in place
Suppliers visible to
consumer metrics to ensure progress is tracked (Forbes, 2020). Sweden also has laws in place to enforce gender equality.
. Low waste - no mass
production . Sweden has constantly ranked above fifth in the World Economic Forum ranking of countries on the basis of the gap
. Local Production -
Reduces transport between genders considering indicators such as health, education, economy and politics. (Sweden.se, 2020)
and energy emissions
. Through ‘The Swedish Discrimination Act 2009’ equality is promoted between genders and measures are taken against
harassment. Employees who take or will be taking parental leave are also required to be treated fairly. The Swedish
government believes that ensuring the full enjoyment of human rights by all is a prerequisite for the functioning of the
country. Men and women must have the same rights and opportunities with regard to employment, work, unpaid provision
of care, healthcare and physical integrity to name a few areas.
SUSTAINABILITY
Logistics - Distribution
Goal 2 : 9.Industry, Innovation and Infrastructure
. Smaller packages Build resilient infrastructure, promote inclusive and sustainable industrialisation and foster innovation
to reduce carbon
footprint . Sweden is a competitive producer and exporter of garments. The quality and diversity in Swedish clothing is globally
. Recyclable Packaging
(Moran, 2021) revered. From laid back casuals to high fashion, sustainability remains at the core of clothing manufacturing.
. Reverse Logistics
system in place - both . The manufacturing process is highly automated. One of its merits is that there is a high level of technological advancement.
for returns/exchanges
as well as resale New sewing techniques in tandem with a highly skilled labour force as well as modern infrastructure provide the ideal
environment for garment manufacturing (Manufy, 2021)
. Several initiatives to improve sustainability within manufacturing have been launched in Sweden. One such initiative is
Smart textiles. Apart from monitoring the user’s health, their technology that makes it possible to recycle and reuse fibres
has been developed (Sweden Sverige, 2021)
Services
Retail . Circular business model: . Fika is going to utilise the technology provided by member companies of the Textile Machinery Association of Sweden
Resale through Reflaunt
. Garment care and end
of life instructions (TMAS). Their portfolio of members include those with expertise in advanced systems for areas ranging from weaving to
cutting to fabric finishing and more.
Goal 3 : 12.Responsible Consumption and Production

. Fika ensures sustainability in all aspects of the business from garment components (materials and trims & accessories),
to production (all processes where waste reduction is possible). Our products are designed keeping function as one of
their primary goals. The idea is for our consumers’ wardrobes to remain unrestricted by the garments. Once finished with
3 goals
a garment, whether it may be due to change in style, size or on any other grounds (barring damage), consumers are
encouraged to resell their items through Fika’s collaboration with Reflaunt. Enticement to participate in resale is through
shopping credits with Fika.
78 79
07 MARKETING STRATEGY
80 81
SOSTAC
Marketing Situation Analysis
Fika direct competitors include COS, Nudie Jeans, Flippa K, and Etyts. A competitive industry analysis using SWOT and 7Ps shows
that Fika is performing in its industry with moderate power from its suppliers. Threats from similar products and buyers are high.
Objectives
- digital marketing strategy Based on the media and financial reports, Fika appears to be on the right track. However, to maintain the success, new marketing
approaches will be necessary. Considering the current state of the high-end market as well as the economic climate, the brand
should focus on strengthening its heritage. Some possible methods to accomplish this include:
. To introduce a new products range; ‘Gender Neutral’
. To concentrate on functional design
. To launch high-end slow fashion products
. By utilizing social media, we can create a more intimate and personal relationship with our consumers.
Email Marketing Pay per click QR Code Developing a comprehensive market strategy requires that clear and concise objectives are established. In order to achieve each
objective as effectively as possible, the RACE Planning Framework (Smart Insights: Chaffey, 2018) will be enforced.
Maintaining regular Keyword research is equally In response to pandemic
communication with the important to SEO to figure demands to expand and
existing customer base requires out which keywords to target upsize our business, we are Strategy
MARKETING STRATEGY
the implementation of an email based on your budget. PPC utilizing one of the easy and The Swedish heritage of the brand is one of the most notable aspects that set it apart from its competitors. As part of FIKA new
strategy. As part of the tactics campaigns help us raise new marketing strategies, QR marketing strategy, the company will focus on layering garments, as well as being gender-neutral and multi-functional. We plan
to be employed, we will focus awareness and get more codes. We will provide our to reach these new consumers through various marketing methods, such as online and offline advertising. The objectives will
on what should be included in visitors to our site because customers with QR codes on also be achieved by using pay-per-click marketing in combination with keyword bids. Furthermore, hashtags will also be used on
the content of our newsletters most of our competitors don’t. their receipts that they can social media platforms to accomplish the objectives. Additionally, the proposed advertisement advertises FIKA womenswear as an
investment that can be worn throughout the year. The garments are genderless, seasonless, and functional. With the proliferation
to ensure we sustain a high Like SEO, the budgets for scan to access our website and
of mobile devices and apps, a mobile app such as Instagram could help FIKA’s presence in today’s mobile retail environment. FIKA’s
click-through rate, open rate, each keyword will need to be place their order immediately. campaign will focus its efforts on Instagram to gain a broader reach across multiple devices.
and conversion rate. The refined. Considering fluctuating In the event of a pandemic, Release TikTok and Instagram, we plan to reach audiences through UCG, creating a reel of short form video content, which
tactic would be to utilize the stock levels, keyword budgets QR codes can increase sales should help spread the content virally by creating waves of viewing. The digital marketing equivalent of word-of-mouth marketing.
client database and leverage may need to be paused then and streamline the process Moreover, customers can leave reviews on the website about their experiences.
incentives to encourage users reactivated as needed, based for potential customers, which
to recruit friends and colleagues on product demand and stock is wonderful for businesses Tatics
to join the mailing list through levels. that want to operate in a non-
weekly marketing campaigns contact environment. Adding the market campaign to the company’s existing website and social media platforms will allow the brand to be seen
consistently across all marketing materials, thus providing us with the ability to identify those who are loyal and following the brand.
It is possible to track customer browsing behaviour and interests on the website, if the customer creates an account online, they
will be required to provide the company with their personal information, this information will then be used to create profiles for each
consumer, so the company can get to know each individual and their needs.
Keywords Licensed . Fika Store, Fika Clothing , Shop Fika
By partnering with Instagram influencers, FIKA will have access to a large number of followers on the social media platform.
Therefore, there will be a boost in traffic for the desired women’s seasonless, genderless landing page. A link to our website will
Non- . Online Clothing Store, Online shopping for women’s clothing be included in the Instagram bio. Each post will include a hyperlink so that customers will be able to complete purchases directly
licensed . Minimalim , Seasonless, Gender Neutral, Slow fashion, Sustainable, through the Instagram app. Every blogger who makes a post will receive a unique promotional code. Customers are then able to
Affordable, Ethical take advantage of our promotional offers. Additionally, we can now determine which influencers motivate consumers to make the
most purchases.
Individual . Relaxed blazer, Boyish trousers, Boxy short, Oversized shirt, With the use of push notifications, FIKA will be able to retain customers while potentially enhancing the visibility and performance
pages Sweater, T-shirt of campaign content. An email campaign regarding the proposed campaign will be sent to members in order to increase traffic.
Furthermore, members will receive personalised promotional discounts and a referral code that allows them to give discounts to
their family and friends. By demonstrating transparency as part of our communication, we publish a weekly newsletter to build trust
Topical . Comfort , Minimalism , Quality , Inclusivity , Genderless
between the consumer and the business.
Geography Sweden, Europe
Actions
Language English and Swedish
A critical path chart will be utilized to facilitate the effective implementation of the campaign online. Online marketing and the use
Day of Since millennials will most likely be working professionals, the best time to adver- of social media are powerful ways for the brand to achieve a greater level of consumer awareness and excitement in advance of
its opening.
the Week tise would be in the afternoon (during their break time) and at the end of the day.
The brand announced the launch of the product online at the beginning of September, allowing customers to build wish lists and
Weekend advertisements can also be effective. collect data to be used to recommend gifts around the holiday season.
Device The device (mobile, desktop or tablet) ads appear on will be based on past user
data. Controls
FIKA’s website provides data on consumer spending behaviour, allowing it to analyse and track the effectiveness of website
extensions. As a result of comparing the rate of referral to the rate of purchase from the website, FIKA’s can determine its success
rate and promote any products that may need a little more promotion 83
Product People
7Ps . Our products will be retailed for the Swedish fashion market at SME.
The aim is to create and deliver a brand of sustainable clothing with
a clean design, thoughtful and fine materials, good-quality garments, and a
. At the forefront of the company’s interaction with customers, the employee
response becomes the ‘face of the organisation’ for the customer. (Allen,
2021)
timeless construction.  . Customer service will be a priority; responses will be generated instantly
. The brand will therefore offer functional and seasonless everyday clothing (during) when the brand is contacted via live chat or phone. Emails will have a
with a minimalist style our products will be produced using a range of response time of 24 hours maximum. Majority of customer interactions with
sustainable fabrics sourced from around the world. the brand are online (via email, social media) or via telephone. Face to face
. Therefore, our target market is women. Indeed, women play a particularly interactions will occur during pop ups and subsequently in stores.
significant role in Sweden and are considered in the society despite certain . Customer journey map covers every aspect of customer touchpoints (e
inequalities still prevailing.  commerce) with the brand and employees.
MARKETING STRATEGY
. The brand will therefore focus on the inclusion of size but also gender. 
Place Physical evidence

. Our brand is newly recognised in 2021 originated in Manchester , United
. The physical environment of a brand aids in building consumer perceptions.
Kingdom.
Components of a service experience that make an impact include the
. Our headquarters is based in Stockholm’s in Sweden.
ambience, building, equipment, signs and logos, visual merchandising in
. The brand will focus on online sales, parallelly with pop up stores Although
store, packaging, publications (Jimdo, 2020)
Ecommerce engagement is extremely promising.
. All brand publications such as brochures, annual reports, business cards will
have cohesive visual elements.
. Online sales will be the initial mode of entry; a pop-up will then be launched
Price prior to a store to gauge customer response.
. Our brand positions itself in the High Street level with affordable prices in . Store design (which includes furnishings, layout, decor etc.) will be done
order to reach a wider public, while keeping a particular attention to quality. in consideration of brand principles such as minimalism, functional design,
. Our brand aims to have the difference of being one of the primary chains in gender neutral and casual (Khan, 2014).
Sweden in terms of both sales figures and profits made. . Customer reviews and testimonials (will be displayed on the website and
social media) regarding their experience with the brand can be a positive
addition towards improving consumer perception (for new consumers) (CIM,
Process 2015).
. The experience; from the moment of discovery to through the purchase and
beyond.
84 85
- customer journey map
ECommerce customer journey

Awareness Research Decision Purchase Use Loyalty
Actions Aims to make an Searches for sustainable/ Opens website to check Proceeds to checkout Brand communication via Order again + share
addition to wardrobe. ethical brands on product choices and email for delivery timeline experience with other
google (location based). details. and shipping updates, customers (write a review)
Compare several brands Garment delivery within 2
weeks, Tries on garment,
Decides to keep it.
Experience - Eager to make new Finds several options. Prefers Fika products, High quality images, clear Satisfied with fit and design
purchase Confusion while browsing pricing, values, product descriptions and
Feelings due to amount of choices sustainability aspects measurements make
MARKETING STRATEGY
(as compared to browsing on the website a
competitors) pleasant experience
Expectations Easy to obtain product User friendly search Sufficient information Fast website, payment Quick response from Pleasant customer
Information engine, clarity in customer regarding delivery time, options (Eg: Inclusion of company, convenient experience, quick
policies such as sizing, quality products klarna / other pay later returns and timely refund complaint resolution
returns and exchanges platforms)
Touchpoints Advertisement on social Home Page, product Cart Cart, Checkout, Payment Unsatisfied: customer Social media, word of
media, Word of mouth page, registration pop up service chat / call or email mouth
recommendation, customer service
Feature in fashion
publications
Opportunity - Offer information from Address queries and Provide more incentives Constantly update and Improve customer service Ensure quick response
data based on users criticism for purchase: mention any improve website; must be response time to ensure time, keep customers
Business goals past behaviour to donations to be made easy to navigate, speed customers are never informed about order/
improve experience by the brand through must be sufficient kept waiting. Ensure the return status
consumers, discounts etc products pass quality
checks and no damaged/
incorrect items are sent
over to customers
Organisational Marketing campaigns, Informative website, Smooth payment gateways, Ensure on time delivery Remain engaged in
Search Engine social media. Convey to quick delivery communication with
activities Optimisation, website consumers the benefits customer through emails,
optimisation to improve of shopping with Fika Manage customer
visibility (brand values, product feedback
information, education
etc.)
86 87
Branding
- logo
Fika
Fika being such a popular custom in Sweden clubbed with the concept of promoting a dialogue between garments
and wearers, gave us our brand name –
Fika ~ make a conversation with your clothes
MARKETING STRATEGY
Font
The font used in the process of logo making is generated using only lines and primary geometric shapes. The use of
lines induces simplicity and ensures legibility. A cohesive geometric minimalism is maintained throughout. We have
played with a combination of soft rounded letters for comfort and sharp edges for geometry.
Symbol
The placement of these letters is very proximal so as to induce a feeling of connectivity. The ‘<’ of the letter K has
been used to symbolise talking.
88 89
Fika’s website URL : https;//www.fikaclothing.com
- online website | instagram

Fika is an online store with no offline presence. We operate our business through our website
and social media channels such as Instagram. We pay close attention to engaging content
creation through our social media channels so as to build a strong consumer base. We display
transparency in design and production in our posts as a marketing strategy as well.
According to (Statista, 2021), 24% of total market revenue in fashion will be generated
through online sales by 2023. Revenue in the digital media market amounted to US$1,265.3
MARKETING STRATEGY
in 2020 with US$11.7bn and a share of 78.8%, eCommerce generated the highest digital
revenues in 2020. About 77% of the consumers prefer to buy online. (Statista, 2021). Thus, it
made sense to digitise the shopping experience at Fika.
Search Engine Optimisation strategy

Search engine optimization depends on keywords in two ways.
. They provide information about what the audience is searching for.
. The direction towards which content should be created is provided by them
. Google’s algorithm is affected significantly by the content of a website. Content has a
similar effect on backlinks. The following considerations were considered while creating
content:
. The content on the page is easy to read and navigate. The content incorporates relevant
keywords. A menu at the top of the page allows customers to navigate through various
categories of clothing. In the footer of the page are Q&As, Shipping information, and
more.
. Users will be able to find relevant content by browsing user-friendly content. In such a
case, Fika users looking for minmilist genderless would be directed to the Fika site so they
could narrow the results according to their preferences. For instance, round neck vest.
SEO for images
. For images, Google tries to pull relevant info from the page content.son, every image on
the site has a relevant title and a brief but descriptive caption.
. As crawlers are able to understand the subject matter of an image and determine its
relevance by ensuring the image file names contain the appropriate keywords, there is an
improvement of SEO value.
. Each image is unique to Fika. The brand designs and owns all products and images.
Mobile SEO
. For mobile SEO to work properly, an organization’s website must function correctly on
mobile devices. It has been reported that 76% of smartphone users have made online
purchases. In response to a negative mobile e-commerce experience, 40% of users move
to a competitor. The Fika mobile app and website must therefore be optimized for mobile
90 devices (Kaukishi, 2020) 91
https://www.instagram.com/fika_sweden/
Type Suppliers
Packaging, Pixartprinting, UK
boxes
- retail | packaging Label Label paterns, UK
It’s renewable, recyclable and compostable, however, not as light or durable

Stamp Overnigth prints, Internatinal
as plastic. FSC-certified recycled content boxes are biodegradable and hence,
eco-friendly (Sustainability & Innovation: Apparel Packaging, 2021). The goal is to
reuse the packaging up to five times via supplier and distribution to warehouse
and store and finally recycle into online shipping boxes.
MARKETING STRATEGY
Labelling
92 Figure 10 : Packaging board 93

Figure 11 : Labelling board
08 REFERENCES
94 95
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https://connect.pantone.com/#/picker
Tradingeconomics.com, (2021) Employment Rate in Sweden increased to 67.90 percent
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sentiment-report market
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scandinavian-brands-leading-genderless-dressing
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100 101
1. 2.
3.
Images 4. 5.
8.
6. 7.
Figure 2 : consumers board
Image 1 : Pinterest, (no date) Girls with a turtleneck tee [online image] [Accessed on 20th
December 2021] https://www.pinterest.fr/laranegro3/block-2-business-of-global-fashion/ 1. Fuck Yeah Fixed Gear, (2011) Bike [online image] [Accessed on 10th December 2021]
https://fyfixedgear.tumblr.com/post/12616998256
2. Fashion caroet, (2018) Cowgirl in the middle of a field, [online image] [Accessed on 10th
1. 2. December 2021] https://fashiioncarpet.com/calvin-klein-205w39nyc-cowboy-claire-boots/
3. 3. Scribbler, (no date) Fuck Plastic Book [online image] [Accessed on 10th December 2021]
https://www.scribbler.com/Gifts/Books/Fuck-Plastic-Book-SA0651/
4. 4. Loom and Last (2015) Vintage decoration [online image] [Accessed on 10th December
12.
2021] https://www.loomandlast.com/blog/music-room-ideas/
5.
5. Pinterest, (no date) Minimalist decoration [online image] [Accessed on 10th December
6. 2021] https://www.pinterest.fr/pin/713890978442193172/
7. 6. Yes Style, (no date) Checked blazer [online image] [Accessed on 10th
8. December 2021] https://www.yesstyle.com/en/tcuc.AUD/coc.AU/info.html/
ANNEXES
9. pid.1106529525?cpid=1106529604&googtrans=en#/%23productImageCover
Figure 1 : competitors board 10. 11. 7. Etsy, (no date) Solid oak Nighstand natural oiled [online image] [Accessed on 10th
December 2021] https://www.etsy.com/ca/listing/583254306/solid-oak-nightstand-natural-
1. Asket, (no date) Two girls with jeans and white t-shirt [online image] [Accessed on 18th oiled-table
November 2021] https://www.asket.com/ch/ 8. Asos, (no date) Pinstripe tapered suit trousers [online image] [Accessed on 10th
2. Hope, (no date) Hope logo [online image] [Accessed on 18th November 2021] https:// December 2021] https://www.asos.com/asos-design/asos-design-pinstripe-tapered-suit-
hope-sthlm.com/ch/en/ trousers/prd/10939642
3. Instagram, (2021) Cashmere sweater [online image] [Accessed on 18th November 2021]
https://www.instagram.com/asket/
4. Instagram, (2021) Signature striped roll-neck [online image] [Accessed on 18th November 3.
2021] https://www.instagram.com/cosstores/ 1.
5. Instagram, (2021) Jeans [online image] [Accessed on 18th November 2021] https://www.
instagram.com/nudiejeans/
6. Adnym, (no date) Girl and men with masculin garments [online image] [Accessed on 18th
November 2021] https://www.adnym.com
7. Asket, (no date) Asket logo [online image] [Accessed on 18th November 2021] https://
www.gq-magazine.co.uk/gq-partnerships-topic/bc/asket-is-revolutionising-the-way-men-
shop 2.
Figure 3 : concept board
8. Instagram, (2021) Natural Mother of Pearl buttons [online image] [Accessed on 18th
November 2021] https://www.instagram.com/hopestockholm/ 1. LeMiare, (no date) Runway spring/Summer 2021 [online image] [Accessed on 4th January
9. COS, (no date) Ivory jumper [online image] [Accessed on 18th November 2021] https:// 2022] https://eu.lemaire.fr/pages/runway-spring-summer-2021
www.cosstores.com/fr_ch/index.html 2. Pinterest, (no date) Mirror selfie [online image] [Accessed on 4th January 2021]
10. Filippa K, (no date) Layer with jumper and turtleneck tee [online image] [Accessed on https://www.pinterest.fr/pin/713890978441961257/
18th November 2021] https://www.filippa-k.com/en?gclid=Cj0KCQiAuP-OBhDqARIsAD4XH 3. Scandinaviandesign.com, (no date) 10 Swedish Designers [online image] [Accessed on
peLmJOfSCL1hIjgfdPubOWdEp3R4K-XcZSkV3eqrHRtIQwK1GcwyUEaAg0UEALw_wcB 4th January 2021] https://www.scandinaviandesign.com/10gruppen/0310.htm
11. Adnym, (no date) Women with a skirt and oversize sweater [online image] [Accessed on
18th November 2021] https://www.adnym.com
12. Bite, (no date) White shirt [online image] [Accessed on 18th November 2021] https://
bitestudios.com
102 103
1. 2. 3. 7. 1.
2.
5. 3.
12. 8. 9. 10. 4.
11. 6.
4. 6.
13. 17. 5.
18. 19. 20.
14. 15. 16.
7.
Figure 4 : inspiration board 21. Figure 6 : texture and pattern board 8.
1. Scandinaviandesign.com, (no date) 10 Swedish Designers [online image] [Accessed on 1. Martin Nannestad Jørgensen, (no date) Textile artwork [online image] [Accessed on
4th January 2021] https://www.scandinaviandesign.com/10gruppen/0310.htm 24th November 2021] https://www.martinnannestad.dk
2. Vivadspark Fashion Blog, (2018) Striped jumper [online image] [Accessed on 22nd 2. Google image, (no date) How to do a bosnia stitch [online image] [Accessed on 20th
November 2021] https://vividspark.tumblr.com/post/180607538858 December 2021] https://www.google.co.in/search?q=bosnia+stitch
3. WConcept, (no date) Faux Leather Coat [Accessed on 22nd November 2021] https:// 3. Own images, (2021) Stitches detail took on Selfridge shop, Lara Negro
us.wconcept.com/faux-leather-coat-ivory-451316984.html 4. WGSN, (2021) Texture [online image] [Accessed on 24th November 2021] https://www.
4. WGSN, (2021) Texture [online image] [Accessed on 24th November 2021] https://www. wgsn.com/
wgsn.com/ 5. WGSN, (2021) Artwork [online image] [Accessed on 24th November 2021] https://www.
5. Pinterest, (no date) Detail pocket [online image] [Accessed on 22nd November 2021] wgsn.com/
https://www.pinterest.fr/pin/713890978434084798/ 6. WGSN, (2021) Weaving artwork [online image] [Accessed on 24th November 2021]
6. WGSN, (2021) Striped jumper [online image] [Accessed on 22nd November 2021] https:// https://www.wgsn.com/
www.wgsn.com/ 7. Google image, (no date) Brioche stitch – knitting stitch patterns stitch [online image]
ANNEXES
7. Dimanche, (2018) Woman’s street style [online image] [Accessed on 22nd November [Accessed on 20th December 2021] https://www.google.com/search?q=brioche+stitch
2021] https://di-manche.blogspot.com/2018/11/womans-street-style_13.html 8. WGSN, (2021) Stripes [online image] [Accessed on 24th November 2021] https://www.
8. Pinterest, (no date) Casual business wear [online image] [Accessed on 22nd November wgsn.com
2021] https://www.pinterest.fr/pin/713890978440861483/
9. InStyle, (2021) Selfie mirror [online image] [Accessed on 22nd November 2021] https://
instyle.mx/moda/basicos-necesitar-este-2021-musts/
10. WGSN, (2021) Striped sweater [online image] [Accessed on 24th November 2021]
https://www.wgsn.com/ Figure 7 : Sourcing map
11. WGSN, (2021) Power suit women [online image] [Accessed on 22nd November 2021] Maproom, (2020) Map of European countries black and white [Online image] [Accessed
https://www.wgsn.com/ on 8th January 2021] https://maproom.net/?attachment_id=14012
12. Pinterest, (no date) Detail shirt sleeve [online image] [Accessed on 27nd November
13. Pinterest, (no date) Detail trousers cut [online image] [Accessed on 27nd November 1.
2.
14. WConcept, (no date) Over Handmade Coat Beige [online image] [Accessed on 22nd
November 2021] https://us.wconcept.com/over-handmade-coat-beige-451273906.html
4.
15. WGSN, (2021) Roll up tee [online image] [Accessed on 22nd November 2021] https://
3.
www.wgsn.com/ Figure 10 : Packaging board
16. Pinterest, (no date) Layering [online image] [Accessed on 27nd November 2021] https://
www.pinterest.fr/pin/713890978440908743/ 1. Amazon.ae, (2022) Packaging template [online image] [Accessed on 13th January 2022]
17. WGSN, (2021) Striped sweater [online image] [Accessed on 22nd November 2021] https://www.amazon.ae/Set-20-Natural-Wholesale-Reusable/dp/B0728FKK3X
https://www.wgsn.com/mywgsn 2. Eco-craft.co.uk, (2022) Self Adhesive Paper Tape (24mm) [online] [Accessed on 13th
18. Vivadspark Fashion Blog, (2018) Striped jumper [online image] [Accessed on 22nd January 2022] https://www.eco-craft.co.uk/self-adhesive-paper-tape-24mm.html
November 2021] https://vividspark.tumblr.com/post/180607538858 3. Jakodan.com, (2022) Packaging and giftwrapping [online] [Accessed on 13th January
19. Lalobé, (no date) Detail gather belt [online image] [Accessed on 27th November 2021] 2022] https://www.jakodan.com/
https://lalobe31.tumblr.com/post/151440099872 4. Jakodan.com, (2022) Packaging and giftwrapping [online] [Accessed on 13th January
20. The Franki shop, (no date) Detail gather [online image] [Accessed on 27th November 2022] https://www.jakodan.com/
2021] https://thefrankieshop.com/collections/clothing?page=6
21. Martin Nannestad Jørgensen, (no date) Textile artwork [online image] [Accessed on
104 105
24th November 2021] https://www.martinnannestad.dk
1.
2. 3.
Figure 11 : labelling board
1. Mockup Tree, (no date) Label mockup template [online image] [Accessed on 13th January
2022] https://mockuptree.com/free/wooden-stamp-mockup-psd/
2. Creative Curiosities, (2022) Label template [online image] [Accessed on 13th January
2022] https://aashkamehta.com/2020/07/26/the-curious-case-of-garment-labels/
3. Good Housekeeping, (2022) Labels [online image] [Accessed on 13th January 2022]
https://www.goodhousekeeping.com/clothing/a30260125/itchy-tags-labels-sweaters-
shirts/
ANNEXES
106 107
09 APPENDIX
108 109
Design development
- Cheshta First drafts - 29 Decembre 2021
APPENDIX
110 111
- Girisha
APPENDIX
112 113
- Lara
APPENDIX
114 115
- Muskan
APPENDIX
116 117
Outfit 1 STITCH DETAIL Outfit 2

Inspiration
Outfit 3 Initial drawing - Cheshta
Detail - Cheshta
STRAPS DETAIL
PATTERN STITCH DETAIL Initial drawing - Girisha
- final development
Cheshta, Girisha,
Lara and Muskan BELT LOOP DETAIL
Inspiration
PLEATS DETAIL
Initial drawing - Cheshta

Initial drawing - Girisha
APPENDIX
RIBS DETAIL
PATTERN
Outfit 4 Outfit 5 Initial drawing - Girisha

Outfit 6
PATTERN Inspiration PATTERN
Initial drawing - Cheshta Initial drawing - Cheshta
Initial drawing - Lara Inspiration
STITCH DETAIL
PATTERN
Detail - Cheshta
BELT LOOP DETAIL
PLEAT DETAIL
box pleat
Initial drawing - Lara
Inspiration Initial drawing - Cheshta
118 PRINT 119

PATTERN
Initial drawing - Lara Initial drawing - Cheshta
and grew 4.7% as compared to the 3rd quarter last year. Retail sales fell by 0.3%
Research
in Sept but rose by 4.8% compared to the same month last year.
. Tax Wedge increased by 0.1% from 42.6 in 2019 to 2020 for a single worker.
Income tax, employer social security contributions account for 88% of total tax
wedge (OECD average is 76%) (OECD, 2021)
. Sweden’s annual inflation rate rose to 2.5 percent in September of 2021 from
- PESTLE 2.1 percent in August but below market expectations of 2.7 percent. It was the
highest since November of 2011. (Sweden Corporate Tax Rate | 2021 Data | 2022
Forecast | 1981-2020 Historical | Chart, 2021)
POLITICAL
. The corporate tax rate in Sweden has lowered to 20.6% in 2021 from 21.4% in 2019.
. Sweden is a constitutional monarchy. The monarchy is one of the oldest in the
The European Commission’s Directorate-General for Economic and Financial Affairs
world. While the monarch is head of state, most of their duties are ceremonial.
has reported that Sweden’s economy is estimated to slow down. Investments on
(Statista, 2021)
part of the Swedish manufacturers and demand domestically are on the decline.
. It is also a member of the EU (European Union) and the WTO (World Trade
The report also predicts that Sweden’s economic growth would start to pick-up
Organization) but has its own money.
in 2021.
. Current government is headed by Social Democrats who have formed a coalition
. Economic challenges: providing affordable housing and successfully integrating
with the Green Part (Gov.uk)
migrants into the labor market (CIA World factbook, 2021)
. Sweden it is known for its non-alignment and neutrality policies during peacetime
and wartime.
SOCIAL
APPENDIX
. Sweden politic has a good stability. Because of this political stability, the country’s
. Population distribution: most Swedes live in the south due to the milder climate
business operations run smoothly. There is a good relationship between
(CIA World factbook, 2021)
government and businesses.
. Swedes are more satisfied with their lives, with a 7.3 grade on the scale which is
. State subsidized furloughs introduced by the government during the pandemic
higher than the OECD average of 6.5. (OECD, 2021)
cost approximately $4.2 billion (about $13 per person in the US). (Intereconomics,
. Workforce Trends according to OECD (2018) data, Sweden has the third largest
2021)
employment rate among OECD countries.
. The government aims to promote better matches in the labor market.
. Labour market - one of the most inclusive in OECD. 8% of working age people
. Regulatory quality in Sweden is on an extremely elevated level.
live with less than 50% of median income. (Sweden on 8th rank in OECD). Fourth
lowest gender pay gap. Labour market has high participation from people (Campa
ECONOMIC
et al., 2021).
. Sweden have one of the highest GDPs per capita. The country’s GDP in 2019 was
. According to the official site of Sweden (2019 [ref. 3 December 2019]) the country
$530.83 billion (about $1,600 per person in the US) (Trading Economics, 2020). By
has not had an official state church since 2000, but the effects of many years
the end of 2022, the GDP is expected to reach $575.00 billion (about $1,800 per
under the influence of Evangelic Lutheran church can still be observed to certain
person in the US).
extent. However, Swedish people do not tie happiness together with religion.
. The disposable income increased by 12% from the first to second quarter of 2021.
. It is a rich country with a good health care system, and a very advanced welfare
(Trading Economics, 2021)
system. Life expectancy is one of the highest in the world (BBC, 2018). Swedes
. Sweden has a low public debt compared to other advanced countries. Agriculture,
drink coffee heavily and celebrate food on special days! A lot of shops and
manufacturing, telecommunications, pharmaceuticals, tourism, and finance are its
restaurants are closed for annual holidays in July (Åkerström, 2020). Statistics
top industries. (How And What, 2021)
from 2020 indicate that immigration, medical care, education, welfare, and elderly
. Employment rate: 77% of people aged 15-64 have a paid job. OECD average is 68%.
care are some of the key social concerns in Sweden.
Workforce trends: 1% of employees work exceptionally long hours (unspecified
. Sweden has taken in more migrants than many other EU countries. Yet, public
timeframe) as opposed to the OECD average of 11%. The employment rate is
services have also been under increased pressure, which has consequently led to
67.8% with Sweden ranking 28 on the “employment rate by country” list (Trading
a rise in prejudice against migrants.
economics, 2021). Employment is resilient to GDP falls due to effective labor market
. Consumers have a strong preference for local companies with high quality products
and collective bargaining systems which allow flexible adjustments in wages and
and have a higher loyalty towards other European brands. Free market reforms
working time (OECD, 2018)
lead to growth and therefore wealth generation. Ease of setting up businesses
. Unemployment rate is higher in the country due to many students and immigrants.
coupled with wealth lead to global companies like H&M and Ikea; however,
2020 rate was 9.2% (higher than the 8.9% peak during the 2008 budgetary crisis)
consumer behavior is not borderless. Preference for local vendors. (Mitzner, 2018;
(Campa et al., 2021)
Lind, 2021)
120 . Pandemic has had a limited impact on economic growth. GDP fell by 2.8% in 2020 121
. Among the Swedish companies that have influenced consumer behavior around imports rubbish from other EU nations.
the world are Assa Abloy, Electrolux, Ericsson, Essity, H&M, IKEA, Skanska, Spotify, . Company and NGO pressure on government to increase circularity in economy
Vattenfall, and Volvo (Kerström, 2020). (Niskanen et al., 2020)
. Interest in sustainability . Climate policy
. Citizens enjoy one of the highest living standards in the world, mainly because of
free market capitalism and extensive welfare benefits.
. Social concerns include high crime rates, immigration, health, and security.
TECHNOLOGY
. 24% of total market revenue in fashion will be generated through online sales
by 2023. (Statista, 2021). In Sweden, the revenue in the eCommerce market
amounted to US$11,747.7m in 2020. The eService’s market generated revenues
of US$487.7m in 2020.
. Revenue in the digital media market amounted to US$1,265.3 in 2020 with US$11.7bn
and a share of 78.8%, eCommerce generated the highest digital revenues in 2020
. Stockholm is the birthplace for many world-renowned unicorns.
. Gothenburg, Lule*, and Malmö attract many digital entrepreneurs. Sweden’s
economy is strongly influenced by modern technologies and biotechnology.
. The number of eCommerce users is expected to grow by 10% to 8 million users
APPENDIX
(about half the population of New York) in Sweden by 2024. (Statista, 2021)
. About 77% of the consumers prefer to buy online. (Statista, 2021)
. Online shoppers in Sweden are most price-oriented about Clothing. (Statista, 2021)
. In Sweden, Clothing has the highest return rates. (Statista, 2021)
LEGAL
. Sweden is part of the European Union, so benefits of the EU trade legislation
apply to both Finland and Sweden.
. In Sweden, the judicial system is independent and does not get influenced by
politics.
. Prominent level of unionization and highly regulated labor markets. Amazon - not
accepted by Swedes due to turbo capitalist culture - goes against Nordic countries
with strong labor unions and sustainability.
. Business enterprises are required to register at the Swedish Companies Registration
Office. Trademarks are to be registered in Sweden for business to obtain legal
protection (Salam, 2011)
. Trade and promotion policy encourages trade with other countries (Hämäläinen,
2019)
. Promotion policy encourages trade with other countries.
. EPR legislation - Extending producer responsibility
.
. ENVIRONMENT
. Sweden is a green country, known for their Norther Lights, with a chilly weather.
. Though it is one of the most sustainable countries in the world, over consumption
of resources, goods, and hazardous substances has negative effects on the
environment. Compared to the average of the continent, Sweden has a higher
share in renewable. In fact, the renewable energy used raise 35.6% (Better Life
Index, 2021)
. Advanced recycling has resulted in almost zero waste levels, and the country now
122 123
When it comes to sustainability, materials are not the only facet to examine. All areas, from avoidance
of additional processing at the fabric stage to waste management and disposal at every avenue, must
be considered.
SUSTAINABILITY
- Business o Fabrics
Materials Fika Uses - Why are they sustainable?
Hemp
PRODUCT DEVELOPMENT . Sustainable grow crop
. Hemp is a weed - grows without much water, pesticides, returns nutrients into soil, sequesters
o Product journey / Supply chain and Sourcing
carbon dioxide. (In comparison to cotton, hemp requires a quarter the amount of water (Hymann,
Despite Fika’s avoidance of fad-based clothing as well as the aim of remaining seasonless, fashion
2020) (Good on you)
generally has a shorter shelf life. Additionally, uncertainty created by the pandemic which played a
Organic Cotton
part in soaring shipping costs as well as product shortages in the past year has only emphasised the
Grown without pesticides and non genetically modified seeds, organic farming processes such as
need for a responsive supply chain (Butler-Young, 2021).
avoiding harmful chemicals, use of fewer resources. Chemical-free agricultural land can produce much
Further, Fika aims to work with garment manufacturers that offer production in smaller batches. While
longer as it remains unhampered by pesticides. (McFarlane, 2019)
it may cost more, a definite advantage is avoiding excess inventory during this period of unpredictable
GOTS - GLobal Organic Textile Standard - standard for ecological and social criteria backed up by
consumer demand (Chen, 2021)
independent certification of entire supply chain (GOTS, 2021) - organic cotton is grown according to
GOTS standards
A study by Gadde and Jonsson (2019) analyzes current sourcing patterns in Sweden and predicts the
Wool
outlook.
APPENDIX
. 100% natural, renewable and biodegradable. Thermo regulating, easy care, possible to constantly
. Current patterns show that most firms that source within Sweden or Europe are interior and
repair (lasts for years), breathable, natural insulator
technical textile companies - slow change in trends and sourcing patterns
. Part of the natural carbon cycle - when disposed, wool behaves like a fertiliser by releasing nutrients
. Fashion and apparel companies primarily source from China and Bangladesh - most firms that
and carbon into the soil.
source from these locations are not involved in manufacturing activities.
. Ellen McArthur Foundation’s Material Circularity Indicator awards wool the highest score (Woolmark,
. Delivery reliability stands out as one of the most important factors when it come to choosing a
2021)
manufacturing partner.
. However, beyond biodegradability,
. Firms sourcing in Europe hold higher quality standards than those sourcing in Asia - cost is also a
. A wool knit jumper emits 27 times more greenhouse gases than a cotton one
contributor to Asia sourcing while flexibility is crucial for those that source in Central and Eastern
. 367 times more land must be cleared for a bale of wool as compared to cotton
Europe (CEE) than those in Asia
. Accounts for 83% of all Australian agricultural emissions (90% of wool produced in Australia)
(Hakansson, 2021).
The study analyses current sourcing locations and predicted change by 2025 - significant results
. Ethical wool:
visible in 3 countries
. Standards and certifications: Responsible Wool Standard and ZQ Merino Standard
. Currently, Sweden accounts for 22% of the current sourcing and a net change of +10 is predicted
. Neither prevent sheep slaughter or winter lambing. RWS requires pain relief during tail
by 2025
docking or castration while ZQ Merino Standard makes no mention of it (Hakansson,
. China (-25): the reduction of sourcing could be explained by either Swedish companies moving to
2021)
other Asian markets or movement to Europe or Sweden (home base)
. Bangladesh is expected to see a net change of +28
. (Gadde and Jonsson, 2019)
o Trims
Buttons
Coconut & Corozo
o Sourcing / Suppliers
Buttons are made of the naturally degradable materials coconut and Tague tree nut – Corozo. Corozo
All suppliers for Lagom are evaluated on a quantitative basis:
buttons are environmentally friendly as they can only be produced from a ripe nut, which has naturally
. Pricing
fallen from the tree. Its natural harvesting and biodegradability make it one of the most sustainable raw
. Minimum Order Quantity: Fika requires suppliers with a flexible MOQ since the brand does not
materials used in button production.
mass produce garments
. Delivery timeline: A necessity, due to lack of a large inventory, is an efficient supply chain, from
Biodegradable
start to finish, thereby enabling a quick delivery timeline so that garments can reach the consumer
Buttons are not made from synthesized chemical elements such as polyester. Instead, they are made
within 2-2.5 weeks from ordering.
using natural raw materials – a surplus of milk protein (also known as “Casein”). As these buttons
. Location: Fika aims to reduce the impact of transport in regards to moving materials as well as
are made from the natural materials, they have a very unique property of biodegradability, which is
finished products. Agility in the supply chain is required as well. As a result, Fika’s onshores or
uncommon for standard buttons.
nearshores majority of its supply chain (Berg et al., 2020)
However, it is crucial that all suppliers are also heavily focused on sustainable and ethical practises.
As a brand, Fika aims to have a positive impact on people and communities it interacts with and we
expect the same from our suppliers. This is verified through certifications such as
124 125
Elastic . Packaging Tape The Packaging Tape; is made from White or Havana reinforced paper, with
Organic Eco Elastic water-activated vegetable glue. After putting it in a tape moistener, it is ready and easy to
Sustainable ecological elastic an Eco-friendly alternative to conventional polyester elastics for the use. That’s why it is becoming the solution most widely used by the biggest e-commerce
clothing industry. Put together a range of elastics made from certified organic cotton and natural businesses for packaging and shipping parcels.
rubber. . Totes bag; 100% natural cotton and non-woven fabric, which is 80% recycled polypropylene
. Certified organic Turkish cotton and natural Malaysian rubber and environmentally friendly.
. Available in different widths and colors . Postal boxes;
. Washable from 40 to 60 (depending on which elastic) . The Postal Boxes are also fully customisable: you can print your original graphics on the
. Approx. 5% shrinkage outside and inside of the cardboard box to give it a unique look and make it instantly
. Environmentally friendly recognisable. 100% Recyclable.
. Recyclable
. Tested against chlorine and heat . Bundles
. A longer life span than comparable conventional polyester elastics Luxury packing brand
packaging that could be environmentally friendly. They only use sustainable processes on products
Zipper that are fully recyclable or biodegradable.
NATULON Mechanically Recycled Zipper . Postal boxes; these are perfect for e-commerce, as well as being fully sustainable, recyclable,
Increased the recycled content of their products. They are made from recycled materials (such PET and biodegradable. Printed from short runs upwards using water-based inks, they offer high
bottles) using mechanical recycling technologies. quality branding without the set-up cost and tooling often associated with custom production.
. Postal paper; Our branded tissue paper is made from 17gsm, acid-free, sustainable papers in
Organic Cotton a luxury translucent white finish. We can print your brand edge to edge using water-based
Fasteners made of organically grown cotton help to reduce the use of synthetic chemicals in agriculture. inks, and up to two-line colours.
. Postal tape;
APPENDIX
. These are 100% recyclable and are made from sustainably sourced Kraft paper.
RETAIL PLAN
o Packaging
Goals in packaging
. Reduce unnecessary packaging materials o Social media
. Maximise the use of sustainable materials . Facebook
. Use eco-friendly ink for printing . 10 mins average time spent per day on app
. Packaging with a second life . 60% of all social media users are on Facebook
. 80 million Small business Facebook pages.
Companies
. Packhelp . Instagram
We can add packhelp eco badge to our website to show our commitment to sustainability. They are . 62% users log in at least once a day
based in Europe. . 130 million montly clicks on commercial posts
. Totes bag; made using
. Organic Cotton . Tik Tok
. 100% organic cotton (150gsm) in light beige. Produced according to the Global Organic . 1/3 users use it to follow companies
Textile Standard (GOTS). . 70% users are Female
. Delivery mailer box; . 77% users find new products browsing
. Natural Cardboard
. Natural Cardboard provides the perfect canvas for a minimalist or organic look. Locally . Snapchat
fabricated from 90% recycled content. 100% recyclable and biodegradable. . 30xday number of times app is opened per user
. FSC certifited material. . 2nd most popluar mobile app
. Natural Brown Packing Paper . 4 billion snaps created every day
. Light and supple natural brown paper (25gsm) made from 80% recycled pulp. Perfect for
presenting & securing your precious goods. Great natural look & texture. . Twitter
. Packaging tape . 63% users are aged between 36-65
. Waterproof natural kraft paper (cellulose) with a strong all-natural rubber adhesive. Great . 10-million-page book= 1 days’ worth of tweets
organic look & texture. 100% recyclable & biodegradable. . 10x more engagement on tweets with video
. Maximise the use of sustainable materials
. Use eco-friendly ink for printing
. Packaging with a second life
. Pixartprinting
They specialise in providing customised online printing services, producing magazines, catalogues,
labels, packaging, printing on textiles and much more. their online shop is the largest web-to-print
127 operation in Europe.
126
o Logo exploration
- Branding
Logo Development
o Competitors analysis
Nudie Jeans
. Hand-written
. Raw
. Transparent
. Playful, simple
. Font colour: Black and white
. Uncomplicated
. Non luxury, relatable
. Distinguishable
. Sans Serif
APPENDIX
Asket
. ‘Less but better’
. Simple
. Abstinence from indulgence
. Clean lines
. Legible
. Black and white: pure, clean, direct
. Meaningful
. Sincere
. Influential
. Minimal, timeless
. Sans serif
Filippa K
. Neat
. Clean
. Simple
. Colour: Black and white
. Uncomplicated
. Sans serif
. Legible
. Straight type line
. Minimal
Adnym
. Simple
. Black and white
. Legible
. Minimal
. Straight type
. Sans serif
. Anonymous dystopia
. No implication of gender
. Meaningful
128 129
Business of Global Fashion
PORTFOLIO
Fika - SWEDEN
Group 2
International Fashion Top Up Level
MMU - Fashion Institute
Jan 2022

Business of Global Fashion - Portfolio - Group 2

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PORTFOLIO

Group project | Sweden

Business Team : Khaleda, Saniya Khaleda Begum - Research - sweden market

Girisha Suri - Research - trend

Table of contents Production - Critical path ...................66

12 Table 1 : PESTLE analysis 13

Offcial Language Swedish

Majority religion Church of Sweden

Majority ethnic group Swedish

Area 450,295 sq km (about the area of California

Total real GDP US$ 532.2 bn

GDP per capita US$ 52,695.8

Projected real GDP increase 2,6% p.a. from 2020 to 2025

Revenue generated by eCommerce (highest digital revenues in 20202 US$ 11.7 bn

Fiscal surplus 1.7% of GDP

Estimated unemployment rate 2020 8.67%

Profit Tax 13.1%

Currency Swedish kronor (SEK)

Currency exchange rate USD/SEK = 9.2

Table 2 : Sweden market analysis

Analysis - fashion swedish market

Swedish Apparel Industry Figures

Annual Growth Rate (CAGR) (2021-2026) 4.31%

Projected Market Volume (by 2026) 669 million pieces

Growth rate 9.8%

Per Person Revenue $ 773.13

User Penetration 60.7%

Swedish eCommerce Industry

Annual Growth Rate (CAGR) (2021-2026) 7.91%

Volume of Fashion in 2021 (largest market segment) US $5,217 m

Number of users in eCommerce market by 2025 8.5 m

Average Revenue Per User (APRU) in the fashion industry $1 901.07

User Penetration 79.6%

Table 3 : Fashion sweden market analysis

Brand Product offering Values Market level Gender Price range

. Age: 25 - 40 . Country Sweden . Employment: Entrepreneur (Tech,

20 Table 4 : Customers profile

Not too little, not too

Figure 5 : Colours composition

PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE

Wool jersey 100% WO Hainsworth

Linen twill 100% LI Libeco

Wool 100% WO Hainsworth

Tricolour jumper 2714 SEK Wool jersey Another Textile Company S, M, L

Turtleneck tee 1480 SEK Wool jersey Another Textile Company S, M, L

Oversize shirt 1357 SEK Hemp poplin Another Textile Company S, M, L, XL

Bicolour turtleneck 3200 SEK Wool jersey Another Textile Company S, M, L

Minimalist shirt 1476 SEK Hemp poplin Another Textile Company S, M, L, XL

Tee shirt 802 SEK Cotton jersey Another Textile Company S, M, L

Turtleneck vest 2780 SEK Wool jersey Another Textile Company S, M, L

Stripped coat 3208 SEK Wool superfine Another Textile Company S, M, L, XL

With layering as a core

Code : 112B0B Date : Jan 2022 Fabric :

Size : XS / S / M / L - prototype size = M - Organic cotton

Description : Minimalist and versatile

Code : 112B0B Date : Jan 2022 Infos :

Size : S / M / L / XL - prototype size = M

Spec sheet Hips (cm)

Table 5.1 : Measurement and size chart for bottom

B. waist circumference 75.5

H. fly length 16 1. FABRIC SKETCH