Four Leaf Clover is an eco-friendly clothing store that uses organic materials and sustainable practices. It aims to educate customers about environmental issues and donates 1% of sales to forest preservation charities. The store targets environmentally-conscious women ages 25-55 in the San Francisco area interested in trendy, chemical-free clothing. It will advertise through magazines, websites and events to promote its mission and annual fashion show benefiting environmental non-profits.
28. Color Scheme: The palette consists of mostly beige, gray, black, white, green with splashes of pastel hues.
29. 3746500436880Packaging: Customers who spend +$50 will receive our sustainable bags, which are the best reusable totes; combining organic material (no plastic/polypropylene/nylon or any manmade materials) and assembled using fair-trade labor practices. Each bag contains a different message about protecting the planet designed with beautiful calligraphy and artwork.
30. Sensory Aspects: When you buy clothing made with certified organic fibers, you will experience the incredible softness of the clothing. By carefully selecting only the best products, we offer the finest quality in hemp clothing, bamboo clothing, 100% organic cotton clothing and other products made of eco-friendly blended fabrics.
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33. Four Leaf Clover wants to do our part to help the environment. We want to introduce our clothing but in a way that won’t damage our eco-system. We want hip and trendy clothes but we don’t want our customers exposed to the harsh chemicals and dyes that are in non-eco clothing lines.
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36. Four Leaf Clover will plan to open three stores within the next 5 to 7 years based on the fashionable and consumer’s concern about the ecological activities. We plan to expand our stores in San Jose, Sacramento and Los Angeles. We already established a great customer loyalty within the brand; therefore, we will expand our assortments with accessories, such as eco-friendly handbags.
41. Predominant racial groups are White (55.5%), Asian (32.5%), Hispanic (14%), Black or African-American (7%), and American Indian and Alaska Native (0.4%).
42. Population is highly educated: 84.6% are a high school graduate or higher and 49.8% have a Bachelor’s degree or higher.
43. The average household (non-family) income is $53,966; the average family income is $81,136.
49. The rise in global affluence and associated consumption – Global middle class expected to triple by 2030; low-income consumers represent a market of U.S. $5 trillion.
50. A culture of “consumerism” among higher income groups, who account for the greatest per capita share of global consumption.
53. Consumers are increasingly concerned about environmental, social and economic issues, and increasingly willing to act on those concerns.
54. Consumer willingness often does not translate into sustainable consumer behavior because of a variety of factors –such as availability, affordability, convenience, product performance, conflicting priorities, skepticism and force of habit.
56. To be able to lead sustainable lifestyles based on informed purchasing decisions and changes in behavior.
57. Business sees a need for further dialogue with stakeholders and between businesses to define sustainable products and lifestyles and to formulate actionable responses.
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59. Four Leaf Clover’s approach to setting prices will lean towards a value-pricing strategy. By going with such strategy, we will allow our business to thrive without much dependency of premium pricing. Consumers will see the value for themselves and will be able to judge if the price is fit enough for the product. This strategy should not be a problem because people tend to spend more when they know that certain products benefit a kind of charity. We believe that customers do not buy features or benefits but instead buy value, therefore with this kind of strategy, we may not be the cheapest but we definitely offer value. Customers are value conscious rather than price conscious; meaning that to some extent, they will pay more for a certain value in oppose to features. It is believed that customers assign a personal value to a product or service. Therefore, our customers will perceive that our eco-clothing line surely cannot be everyday low value pricing, but that it should not be premium pricing either. It makes sense to set our pricing decision at value pricing because it is reasonable and allows consumers to connect with brand without feeling intimidated by either too high or low of a price range.
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