Competitor Research

• Lali

Lali Wear is an up and coming sustainable fashion brand from Australia. They first launched in 2016, with a six piece collection (items can be bought separately). I think that this brand would be my competitor as their mission statement is based around sustainable fashion and making clothes out of sustainable fabrics. They are passionate about creating timeless pieces that are investments and will last a life time, so you can't expect a bargain. I will be ranging my clothes between £80-£150 depending on the style, however I aim to use sustainable fabrics for all my garments, which automatically brings up the costs of the clothing. They also use ethical manufacturers to further support their ethical aim. I think that they are fashionable as well as sustainable, which can be difficult achieving. I would say that we have a similar target market, which makes me want to push myself further as I want to be better than this brand. The style of the images they used for their campaign to promote their new collection are set in a rural, natural area, with the garments complimenting the scenery. These are images from their campaign; 

• People Tree

People Tree was established in Tokyo in 1991, when people started to want to lead a more ethical lifestyle. Safia Minney is the creator of the brand, and started off by selling woven hats and bags, since then they have expended their brand into creating seasonal collections. They are a very eco-friendly brand, and work with Fair Trade producers, garment workers, artisans and farmers in the developing world. People Tree were the first brand to integrate the supply chain for organic cotton from farm to to final product. To further support their ethical brand, during manufacture they use azo-free dyes to dye their fabrics, as this is a safe and sustainable way of dying fabric. In addition they source as many products as they can locally, choosing natural and recycled products over synthetic and non-biodegradable materials. Although they fulfil their statement of creating sustainable fashion, they don't make the most fashionable pieces. I would say their target audience is more for the 45-65 age bracket (however some pieces are more suited to a younger target audience; 25-35). Some of their pieces from their latest collection is shown below;

• Sabo Skirt

Sabo Skirt is another competitor for my brand. Although not a sustainable brand, they have the same 'look' I am going for. They have a very relaxed, beachy and natural vibe, yet still has an element of glam; suitable for my target customer. With the styling being a mixture of relaxed and slightly glam, this allows the wearer to take the outfit from day to night, by dressing it up slightly with some jewellery, or even adding a bit of makeup. Some of the fabric they used is 100% cotton however most is polyester. They create look books of their latest collections, which have inspired me to create my own look book for my collection. Pricing is slightly cheaper than Lali, and I assume this is because the fabric isn't sustainable.