Build a Sustainable Fashion Brand in India
Build a Sustainable Fashion Brand in India
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About the Course
Welcome to “Build a Sustainable Fashion Brand in India” - a carefully curated course designed to immerse you in the intricacies that define the journey of an entrepreneur or a fashion enthusiast into the world of Sustainable Fashion. Crafting a sustainable fashion brand requires various threads to be woven together: from the selection of materials and ethical production practices to strategic marketing and understanding your customer. Each of these facets contributes to the overall sustainability and allure of a fashion brand, and we will dive into each thread that weaves this course together.
Our course offers comprehensive insights, empowering you to create a roadmap towards realizing your dream of establishing your own Sustainable Fashion label. Alternatively, if you seek to work within and gain a holistic understanding of this industry, our course provides the curated knowledge you most certainly need!
Discover how you can carve a niche for yourself in this cluttered space! Embark on this journey with us and let us guide you in building a Sustainable Fashion brand.
Language: English
About Modules
1. Opportunities in the Sustainable Fashion Industry in India and Where your Brand can Fit in
1.1 Understanding the Fashion Landscape in India- In this introductory session, Arundhati Kumar, provides an overview of the fashion landscape in India, emphasizing the dominance and environmental impact of the fast fashion industry. Understand the potential of Sustainable Fashion within the industry and the role it can play in promoting social and environmental responsibility.
1.2 Deconstructing Sustainable Fashion
-Delve deeper into the concept of Sustainable Fashion as Arundhati Kumar spells out the various approaches you can choose from such as using low-impact materials, plant-based alternatives, regenerative agriculture, and circularity. Understand why her brand Beej focuses on plant-based materials and the importance of choosing one specific problem to address if you are opening your own sustainable fashion label.
1.3 Focus on Materials: Beej’s Approach
- In this sub-module, explore Beej’s emphasis on materials, particularly vegan, non-synthetic alternatives to leather. Arundhati Kumar touches upon the importance of collaborating with artisans and conducting extensive research to create high-quality products that minimize waste. Understand why Beej chose to make material choices its hero.
1.4 Market Research and Analysis
- Learn how to conduct market research to identify your niche, analyze the competitive landscape, and define your target audience. Understand the importance of a Unique Selling Proposition (USP) and how it can help you tailor products and messaging effectively
1.5 Overcoming Barriers and Gathering Feedback
-Discover strategies to overcome barriers to entry, such as pricing and awareness of sustainable materials. Learn the value of gathering feedback from diverse groups of people to refine product, pricing and adoption strategies
1.6 Conducting Research Effectively
-Understand the critical role of research in building a brand and how to avoid unconscious biases on the way. Learn how to synthesize diverse perspectives to gain a holistic view of your business idea and the importance of maintaining a live document to track learnings. As Arundhati says “The sharper the questions, the better the answers”
2. Getting the Business Off the Ground
2.1 Giving your Brand a Visual Identity- Dive into the process of giving your brand a visual identity as Arundhati Kumar shares her personal experiences with her brand, Beej. Learn the significance of your brand’s visual identity and the finer details you might miss as potential business owners and founders
2.2 Legal Considerations
- Gain insights into the legal aspects of starting a business, including registering the company, choosing an appropriate business structure, and applying for trademarks. Understand the importance of seeking professional advice to navigate legal procedures. As Dan Sullivan says “Who Not How”
2.3 Milestone-Based Planning
- In this sub-module, Arundhati Kumar discusses the importance of creating a detailed plan with milestones for launching the business. Learn about the key components of drafting a plan and gain insights into expected challenges you might face in the process
3. Designing, Sourcing, and Manufacturing
3.1 Designing Sustainable Fashion Products
3.1.1 Overcoming Design Challenges
-Delve into Arundhati Kumar’s personal story of her journey of becoming a designer despite not having a formal background in design. Gain insights from her journey and learn how to craft products that align with your brand’s ethos and resonates with your target audience
3.1.2 Embracing Zero-Waste Design Principles
- Understand the concept of zero-waste design principles and how to implement them into your own designs. Learn how to design patterns that minimize waste and use “scraps” to create additional products
3.1.3 Iterative Design Process
- Gain insights into the importance of an iterative design process and how to refine designs through multiple iterations. Arundhati Kumar lays emphasis on seeking inputs from all members of your team, especially your karigars, and to use their expertise to improve your designs
3.1.4 Evolution of Beej’s Design: Beej Appears on Shark Tank India Season 1
- Arundhati Kumar shares the story of Beej’s evolution as a brand and how she responded to the feedback received on Shark Tank. Understand the importance of continuous improvement and how to respond to feedback on your designs
3.2 Sourcing Sustainable Fabrics
3.2.1 Know Your Fabrics
-Deep dive into the importance of knowing the fabrics used in Sustainable Fashion and make well-informed choices basis the environmental impact each fabric has. Understand the different tools that can be used to evaluate how sustainable different fabrics are
3.2.2 Verifying Material Authenticity and Transparency
- Learn about the challenges of verifying the authenticity and transparency of materials and how to work with suppliers to avoid greenwashing. Learn about the importance of certifications and transparency in supply chains. As Arundhati Kumar says “When you open a sustainable brand, you cannot just apply sustainability as a lens to just one process, you have to apply it to all”
3.2.3 Sourcing Fabrics in India
- Gain insights into the availability of certified fabrics in India and the benefits of sourcing them locally. Learn about the importance of building relationships with artisans and clusters and how to ensure ethical sourcing practices
3.2.4 Importance of Sampling and Testing
- Arundhati Kumar discusses the importance of sampling and testing materials. Examine the challenges and learn how to avoid them. Learn how to test materials from suppliers to ensure quality and authenticity
3.2.5 Ethical Sourcing Practices
- Gain insights into the importance of ethical sourcing practices and how to ensure that suppliers you choose to work with adhere to ethical standards that a Sustainable Fashion brand must ensure. Learn about the role of different certifications in ensuring fair labor practices
3.3 Manufacturing Strategy
3.3.1 In-house vs Outsourcing your Manufacturing Setup
- Delve into the pros and cons of in-house manufacturing vs outsourcing and how to decide on a manufacturing setup that is best suited to your needs. Learn from Arundhati Kumar’s experiences of setting up her own manufacturing unit in-house and understand the factors to consider before choosing your own manufacturing strategy
3.3.2 Sustainable Manufacturing Practices
- Learn about sustainable manufacturing practices and how to minimize impact and waste. Understand the importance of using sustainability as a lens to review every decision and ensure continuous improvement as a Sustainable Fashion brand
3.3.3 Packaging
- Understand the importance of packaging and how to design sustainable packaging that reflects your brand ethos. Learn from Arundhati Kumar’s personal experiences of designing packaging for Beej. Learn how to optimize packaging for size, strength, and weight to reduce waste
4. Pricing
4.1 Macro-Perspective: Sustainable Consumption Trends- Gain insights into the macro perspective of sustainable consumption trends and how they influence purchasing decisions for your customers. Understand the significance of sustainability as a purchase criterion and the willingness of consumers to pay a premium for sustainable products. Arundhati Kumar dives into her own experiences and addresses the “say-do gap” in consumer behavior and reasons behind it
4.2 Micro-Perspective: Pricing Factors
- Understand the micro-perspective of pricing factors such as product costs, distribution costs, and profit margins and how they may influence pricing decisions for your brand. Arundhati Kumar emphasizes the importance of considering environmental and social costs in determining fair prices for your products. Gain insights into the concept of the Green Premium and its relevance to Sustainable Fashion brands
4.3 Pricing Strategies for Sustainable Fashion Brands
- Learn about effective pricing techniques and strategies for Sustainable Fashion brands. Arundhati Kumar shares her experience with pricing strategies at Beej. She discusses the role of perceived value in pricing and the challenges of using ‘discounting’ as a strategy for sustainable brands. Build an effective pricing strategy for your brand
4.4 Bonus: Additional Factors to Consider
- Understand the micro-perspective of pricing factors such as product costs, distribution costs, and profit margins and how they may influence pricing decisions for your brand. Arundhati Kumar emphasizes the importance of considering environmental and social costs in determining fair prices for your products. Gain insights into the concept of the Green Premium and its relevance to Sustainable Fashion brands
5. Marketing
5.1 ntroduction to Marketing in the Sustainable Fashion Industry- Learn about the importance of formulating effective marketing strategies for a niche industry such as Sustainable Fashion. Deep dive into marketing strategies that differentiates your product from others within the category
5.2 Understanding Consumer Behavior and Challenges
- Arundhati Kumar discusses consumer behavior in the Sustainable Fashion industry and the challenges faced by consumers in making a switch to sustainable alternatives. She highlights the importance of addressing consumer reservations and providing verified information to build the credibility of your brand
5.3 Overcoming Consumer Challenges: Practical Strategies and Tips
- Learn practical strategies and tips for overcoming consumer challenges in the Sustainable Fashion industry. Understand the importance of transparency, accessibility, and trust in brand claims. Arundhati Kumar discusses the role of offline partnerships in increasing brand visibility
5.4 Balancing Sustainability with Aesthetics
- Gain insights into balancing sustainability with aesthetics while formulating marketing strategies for your brand. Understand the potential risk of alienating customer groups by focusing too much on one aspect of your brand
5.5 Building Comprehensive Marketing Strategies for your Sustainable Brand
-Arundhati Kumar shares insights into building comprehensive marketing strategies for a Sustainable Fashion brand. Understand the importance of a well-rounded communication plan, community building, and thought leadership and advocacy. She also discusses the need for strategies to evolve with the brand and the importance of authentic communication, ensuring that your brand ethos is reflected effectively in your communication
6. Conclusion
Congratulations on completing “Ethics to Aesthetics: How to Build a Sustainable Fashion Brand”. We express our gratitude for your commitment in making it here. Arundhati Kumar shares her closing thoughts, underlining the importance of the knowledge you have acquired through this course. She urges you to join in on her journey as a potential brand owner, or as someone interested in Sustainable Fashion. Her handle is @studiobeej on Instagram!We are committed to supporting your continuous growth, offering resources, updates, and networking avenues to ensure your continued success. Stay connected to our community as you step into the world of Sustainable Fashion!
We wish you the very best as you embark on your journey to follow your passion. Always remember that we are here to guide and support you as you carve out your niche in this dynamic and rewarding world of sustainable fashion. Here’s to you following the right (and environmentally-friendly) trends!