REBORN

A free cloth swapping platform with local community experience

Fashion Marketing Level 3

200806591
Yu Huang

REBORN
 Contents
EXECUTIVE SUMMARY 3 CUSTOMER PROFILE 30-31
INTRODUCTION 4-11 MARKETING OBJECTIVE 32
MARKET RESEARCH 12-13 PRODUCT 33-39
PROFILE RESEARCH 14-18 PRICE 40
MOBILE APP TREND 19-23 PLACE 41
PESTEL 24-25 PROMOTION 42-51
PROBLEM/SOLUTION 26 FINANCIAL CONSIDERATION 52
COMPETITIVE RESEARCH 27 FUTURE DEVELOPMENT 53
SWOT ANALYSIS 28 BIBLIOGRAPHY 54-55
USP 29 APPENDIX 56-59

2
EXECUTIVE
SUMMARY
On average, 27 unused clothes items are forgotten in closet and 30% clothes
in peoples wardrobes havent been worn for over 1 year. Also 31% clothes
end up in the landfill per year. This has been a concern for a long time to
find out the most e active way to help people to get rid of their unwanted
clothes but in an economically, socially and environmentally benefitting
way. According to researches, the most significant intervention for saving is
extending the active life of clothing.

Wearing pre-loved clothes have become increasingly popular sub-cultural

trend due to option of choosing the unique cloth like treasure hunting with
much lower price, participating to create own fashion and nostalgia factor.
Moreover, UK citizens look at their smartphones around a billion times a day
and 90% of their time is spent on mobile app. Nowdays, Mobile Technology
has created open platform for new online market places and accelerated
communication between users to users and business to users.

The product Reborn is a free cloth swapping platform with

community experience for users to exchange fashion products
locally, economically, socially and enviromentally via swipe left or
right preference & Geo-fencing technology.

The whole marketing objective is to increase awareness of target

consumers and attract consumers download it. Estimated cost
and income of the first year is 95,000 and 12,000 for the first
year. To achieve a market share of 15% and annual profits of
25,000 in the end of the year, a series of promotional activities
will be conducted to achieve 50,000 downloading goals.
The set up capital demands about 20,000 investment and
the margin is around 25,000 for the first year. Reborn is an
innovative and environmental friendly product, which is
expected an long-term return and rewarding for investors and
our society.

3
INTRODUCTION

R
ana Plaza building collapse killed 1143 innocent life in Bangladesh. It is essential for consumers
rethink about their clothing consuming and disposal behaviour.

On 24th April 2013, an eight-story garment The truths behind this fashion industry is that
factory called Rana Plaza building in these manufacturers irrespective of strong or
Bangladesh collapsed.1143 people died and weak demand of products, produce more than
another 2500 were injured, making it the 62 billion new garment a year.
fourth largest industrial disaster in history
The fierce market competition and mass
(The Guardian, 2016).
production is leading to more affordable and
There were five garment factories cheaper fashion produced by sweat factory in
manufacturing clothes for 28 western brands undeveloped countries, attracting consumers
including Primark, Matalan, Benetton, to buy more than what they need.
Bonmarch, El Corte Ingls, and Mango.

4
5
6
7
 UK Clothing Consumption
According to the latest research conducted by UKs leading clothing
agency Clothes Aid, the average British citizen has around 29
unwanted clothing items in their wardrobe. It is approximately
485,000 tones of unwanted clothes equivalent to an unbelievable
20,200 miles of closet space.

30% IN AVERAGE WARDROBE HAS NOT BEEN

WORN IN A YEAR
140M WORTH OF CLOTHING GOES TO
LANDFILL EACH YEAR

8
Destination of discarded
clothing
As the chart shows, 31% clothes that sums up to Regarding the WRAP report, 95% of these
350,000 tones of clothes end up in landfill per garments could be recycled or reused. However,
year. Conventionally, The United Kingdom has presently 16% clothes are recycled and made
relied upon landfill method in terms of waste into wiping cloths, felts and other non-clothing
disposal. However, the methane released from products. While only 14% are re-used in UK
waste degradation is a potent greenhouse gas, through donation to charity shops, such as
which is 21 times stronger than CO2 (Defra, 2008). Oxfam.

Moreover, most of textile waste takes around It is essential for consumer and fashion industry
30 to 50 year to biodegrade and landfill space is to rethink how to buy, wear and dispose fashion.
limited which might run out in less than 10 years
time (Milner, 2007).

Furthermore, The UK government plans to

increase the landfill tax from 1st April aiming to
achieving its environmental objective through
minimizing waste disposal and encouraging
recycling (GOV UK, 2016).
9
 OPPORTUNITIES
OF SAVING MONEY
AND RESOURCE

Extending A bove chart shows main opportunities of saving money

and resource cover the whole clothing life cycle. The most
the active life
important opportunity for savings is to increase the active life

of clothing
of clothing.

Extending clothing life by just 3 months would lead to a 5-10%

is the most
reduction in carbon, water and waste footprint.

significant
The extended average life of these clothes by 9 months would
save 5 billion in resource that are used to supply, launder and
interventiondispose of clothing. Extending the life of clothing is the most
significant intervention.

10
Consumers can get more value
of their clothes
According to a consumer behavior survey Offering opportunities for consumers to save
involving 7950 UK adults aged over 16 years money through extending clothes significant
old, it was observed that approximately 30% contribute not only in financial and commercial
of garments in their wardrobe have not been terms, but also environmentally. Consumers
worn for over a year. Common reason of these could use existing clothing for longer, or passing
forgotten clothes are unfit or untrendy reasons unwanted clothes to their friends, or exchanging
(Wrap, 2016). The whole value of these unused or sharing them to get more value of their
clothing is around 140billion. clothes.

11
 Pre-loved clothes

Trend
Wearing pre-loved clothes have become increasingly
popular sub-cultural trend due to option of choosing
the unique cloth like treasure hunting with much lower
price, participating to create own fashion and nostalgia
factor (Cervellon et al, 2012). Especially second-hand
clothing has received considerable attention among
consumer across the globe. According to the Charity
Retail Organizations estimation there are around 9,900
charity shops selling second hand clothes in the UK and
they are increasing in a steady speed.

Clothing Swap
Nowadays, a great portion of women have
fallen for getting clothing through exchange
rather than purchasing new, which are often
described as clothing swap, allowing users to
swap their underused clothes for stylish and
exchanged clothing without necessary money
cost (The Hamilton Spectator, 2011).

12
 Insight and motivation
Although consumers are increasingly aware
of environmental, social and economic issues,
this awareness cannot be translated into their
sustainable behavior because of various obstacles
like accessibility, affordability, convenience, product
performance as well as force of habit (World Business
Council for sustainable development, 2016).

Understanding the insight of second hand or used

clothes consumptions motivation is fundamental for
motivating potential users to sort out their unwanted
or forgotten clothes in their closet.

High street
Urban Outfitter launched their second renewal
collection successfully in their oxford street store. Top
Shop also has a handpicked collection named Frock
on Vintage throughout the UK vintage fairs which
omnipresent a huge mount of followers. Moreover,
there are some online platforms for consumer for
trading their second hand clothes including eBay
and ASOS Marketplace (Prior, 2016). This whole trend
ranging from vintage craze to secondhand Fashion
has been like a treasure hunt and is prevalent across
all market levels from high street discount to haute
couture. 13
Understanding Potential Consumers

T he psychographic reason behind consumer participating in second-hand shopping or

swopping is not just always connected with economic reason (Yan et cl, 2014). Guiot and
Roux (2008) summarized the motivation of second hand clothes consumption as following:

CLOTHING ITSELF: QUALITY, FINANCE CONCERN: MONEY SAVING

VALUE AND BRAND OR PRICE SENSITIVE

NEED FOR UNIQUENESS:

VINTAGE AND UNIQUE PIECES
FROM FLEA MARKET TO STAND ENJOYMENT: LEISURE HOBBIES AND
OUT FROM HIGH STREET AND THE TIME PASSING ACTIVITY
CROWD

14
 ENVIRONMENTAL ATTITUDE: SOCIAL INTERACTION: TO FIND
SUSTAINABLE BUYING BEHAVIOR PEOPLE WITH SAME FASHION TASTE
AND SHARE

TREASURE HUNTING: LIMITED

STIMULATION FROM
MONEY BUT POTENTIALLY VALUABLE
UNPREDICTABLE OFFERING:
PRODUCTS
EXCITEMENT OF UNPREDICTABLE
SURPRISE

15
16
 Consumer Survey
U nderstanding consumer behavior is
fundamental to deliver customer satisfaction
before providing right product and service.
1791 interviews were in England, 713 were in
Scotland and 682 were in Wales in 566 different
venues including different charity shops, second
Due to the limited accessibility of surveying big hand shops as well as online second hand shop.
amount of consumers with diverse background
It is based on the purchase of 4359 items; of
in terms of age, gender and behaviors, Wrap
which the average number of items purchased
(2013) has conducted an in-depth research about
per transaction is 1.37 across Britain. 77%
consumer second-hand shopping behavior
purchased items were clothes, of which 29% were
through a precise survey of around 3100
ladies tops.
consumer shoppers who had regularly shopped
in different second hand venues.

Clothing
77%
Textile second-hand purchases sub-categories

Income
32%
The highest percentage of total survey population
at 32% is with income less than 15,000 annually

17
17
Female
51%
51% second hand online shoppers are female, of
which 75% spend money on textile.
Male accounted to around 49%, of which 25%
spend on textile.

Age 16-44
16-44 years old people have the highest
percentage shopping second hand clothes
online

Occupation AB Group

18
19
 Mobile App Market
N owadays, Mobile
Technology has created
open platform for new
According to Deloitte Global
Mobile Consumer Survey
2016, UK citizens look at their
online market places and smartphones around a billion
accelerated communication times a day and 90% of their
between users and owners. time is spent on mobile app.
When the sharing economy The average number of app
is blossoming (Keynote, downloading is around 20
2014), a mobile app offers and over 68% UK adults have
opportunities for shoppers to access to tablets.
extend their clothes longevity
via swapping or selling than
throwing them away.

S hoppers can embrace

new opportunities to
solve their problems through
using the app. Surely, the
depth of these relationships
will depend on how much
customers are eager to
share about themselves
via the technology they
use (Technology Industry
Outlook, 2016).

20
I n 2014, the number of mobile
users was more than desktop
users according to a study
T he following chart presents
mobile app revenues growth
from 2015 to 2020. In 2015,
released by comScore. The global mobile app revenues
following chart shows that year amounted to 55billion.It is
over year there has been around estimated that the app economy
50% growth in mobile usage. If could generate 145 billion
the mobile usage is categorized, according to market researcher
as per the chart, the growth of App Annie. The progress will
lifestyle & Shopping is around be driven by rising usage of
81%. apps and smartphone adoption
around the globe.

21
22
Advantages
Since app economy is the most competitive marketplace thats ever existed, there are maasive
opportunities for every small or medium size business for considering mobile app development.
Advantages are listed down below:

Low entry
Creating awarness
Interacting with users
Analyzing data
Sending notification effectively
Attracting younger generation of consumers
Targetting better and Staying connected
App works faster than website

23
 PESTEL ANALYSIS

P E S

Policies are driven by The price of everyday essentials Consumers are more aware
law that centers around such as food, drink and clothing of companys ethical issues
strict controls on landfill, would rise if the UK votes to
Increasing consumers
treatment and disposal leave the EU, former retail bosses
are aware of sustainable
of harmful waste, and have warned (BBC, 2016)
fashion and their consuming
increasing the practice of
The Pound has been falling on behavior
recycling (Keynote, 2007;
the foreign exchange market
Defra, 2008b) 30% clothes in consumers
(The Guardian, 2016). The
wardrobe havent been
tumbling value of pound will
worn for more than one
affect cost on the high street, as
year.
companies that import goods
from abroad pass on higher On average, UK consumers
prices to consumers (Financial send 30kg of clothing and
Times, 2016) textiles per capita to landfill
each year.
Progressive Policy Institute (PPI)
reported that more than 321,000
jobs in the UK could now be
considered part of the app
economy.

Shoppers are more focused on

value for money

Consumers could be much more

price-sensitive about purchasing
products due to the unstable
24 market condition
 T E L

UKs digital industries Increasing awareness and As per Landfill policy paper,
growing 32pc faster than interest in global warming the new UK Legislation
wider economy from 2011 to issues amongst consumers of landfill tax will be
2014 (The Guardian, 2015). adjusted to minimize waste
As environmental issues
production and encourage
Around 46 million citizens have grown in importance,
recycling (GOV.UK, 2016).
(88%) had used the internet interest in recycling
in the last three months has increased in the UK Rising number of laws
compared with 86.2% in (Keynote, 2007; Defra, regarding fast fashion
2015 (National Statistics, 2008b). companies garment disposal
2016)
According to textile industry
Online shopping is database, 3.25 million tones
becoming mainstream of clothing and textiles flow
especially via tablet and through the UK each year
mobile device among which approximately
per person consumes 55KG
The ratio of those using
smartphones online jumped High street brands started
to 88.9% (The Guardian, recycling clothes for
2015) consumer and thus tap a
sustainable strategy that
Virtual reality will change
promises zero clothing
the way people shopping in
waste into landfills
the future

Advanced technology usage

will enable more sustainable
production
25
Problem
O
n average, 127 unused clothes items are forgotten in closet and 30%
clothese in peoples wardobes havent been worn for over 1 year. Also 31%
clothese end up in the landfill per year. This has been a concern for a long
time to find out the most effective way to help people to get rid off their unwanted
clothes but in an economically, socially and enviromentally benefitting way.

Solution
A
n app provides women an opportunity to easily deal with their unwanted
or unused clothes by swapping or selling them to the nearby people. Users
can simply take a picture of the item they wish to get rid off and upload
it in the virtual wardrobe of the app. Then next stpe is simply filling information
about the cloth such as size, color, brand and type. Tinder swipe left or right
function can be used to pick products consumers like and when it is a mutal
between a buyer and seller, users can enter chat and decide how to do an actual
swap. Alternatively, users can also sell it to the app to earn credit in system and
buy stuff with earned credits wthin the app. Users will also get notifications of
events related to DIY, Customization as well as clothing styling workshops hosted
in their nearby communities. It provides an occasion for social interaction between
peoeple of various races, ages and occupations. Moreover, it is an eco-friendy
movment to the enviroemnt.

26
 Competitive Analysis

VINTED EBAY PAPERCLIP

Buy, Sell &Swap Fashion

Pros: Pros: Pros:

8.5 million users DIY selling option Featured in Life
Hackers top free
Listing products are Auction or buy it
apps for students
free now features
No Ministration fees
App and Online Well-known site
website are available All products
Huge users base
including furniture,
Fashion blogs and
electronic swapping
community

Top second hand

swop site market
share in USA

1 million users

Cons Cons Cons

The shipping labels on Shipping cost and 37% customer
Vinted only work for returned cost geography based on
USA USA
10% transaction fees
The seller pays 15% to ebay 17% Customer
commission to Vinted geography based on
Pay Pal charged 1.4%- UK
Ministration fees 3.4%, plus 20p for each
transaction New entry to market

27
 S
Completely new market niche and provide something different unlike any
competitors in the market
Easily Updatable
Creating more sustainable world through extending overall clothes longevity
Users can swap or sell their unwanted clothes while ensuring money saving and
treasure hunt psychometric craze
Users can save money spending on fashion through clothes Swapping
Users social interaction through fashion swapping and community events
participation

W
Free for users
Low investment
Ongoing workshop and activities to engage with users

Too many apps prevalent in market

Requires more time commitment from consumers
Lack of influencers to make people download the app in the beginning
Require development for each operation system with different expertise
(Android /Apple)

O
Customer perception

Rising trend of consumers being aware of sustainable fashion and their consuming
behavior
Shoppers are more focused on value for money
The ratio of those using smartphones online jumped to 88.9% (The Guardian,
2015)
Advances in Technology
Online shopping is becoming mainstream especially via tablet and mobile device

T
Increasing people are adapting a digital lifestyle
More and more consumers prefer to shop online
Due to the economic situation, people tend to have a money saving lifestyle

Duplication happens easily in the app industry

Lack of users to make profits
Marketing costs
User may have bad experience as consumers are directly dealing in the
platform
Focus on software over hardware

28
 USP

F
ree cloth swapping platform with
community experience for users
to exchange fashion products
locally, economically, socially and
enviromentally via swipe left or right
preference & Geo-fencing technology.

29
 Based on the above demographic segmentation, a
qualitative research has been conducted with carefully
selected consumer for psychographic segmentation and
consumer behavior study. Target consumer profile is
based on qualitative & quantitative study (Appendix1),
competitors analyzing and desired goals.

Style
I would like to describe my style as inline with
current trends as I read fashion magazine and
brands in social media. But I dont have much
disposal income at this moment as I am a
student
Name: Faith Sashah Halima I found it is hard to match clothes in term of
Gender: Female color and style for myself

Age: 27 years old

Education: Master degree Pre-loved Clothes Behaviour
Occupation: Student I love thrift shopping to top update my
wardrobe twice a month
Income: She has saving money
from previous job, currently only I like second hand shop feeling because
sometimes I could find decent price and quality
with money from part-time job as well as trendy pieces
I share clothes with my sister who lives not far
from me

Shopping Clothes Community

I love shopping but I am more into the fun of viewing products
I like to DIY some pieces
both in high street and online browsing.
when I have leisure time
I enjoy viewing fashion clothes more than purchasing
I would like to get advices
impulsively
from stylist about styling my
H&M, Topshop, Primark, Zara, Asos are my favourite brands. clothes on weekend

I spent less than 100 in shopping per month

30
 Target Group
Age: 16-44 years old

Gender: Female

Income: Low to middle income

Occupation: Students or professional

Education: University or graduated

Geography: UK based

31
Marketing Objective

BROAD MISSION: GAIN MORE MARKET

50,000 Installs
SHARE FROM ITS COMPETITORS
INCREASE AWARENESS OF TARGET
15% Marker Share CONSUMERS AND ATTRACT
.
CONSUMERS DOWNLOAD IT
EXPAND REBORN COMMUNITY
25,000 Annual Profits
ACROSS UK

32
 PRODUCT

R E B O R N

Following 11 Characters or Less by Lauren Sutton

Pronounciation : Easy to prnounce and memorize

Homonym: Reborn & Ribbon (Sustainability & Charity Support)

Meaning: Reborn means Give your clothes a new life and value

Authentic: No semilar name in the app market

Reborn is a eco-friendly app which brings users and pre-loved fashion with
sustainable knot

33
 PRODUCT
Reborn let people exchange
fashion products they dont
need for what they actually
desire in their located city,
for free.

They can also earn credits Reborn

by listing clothes they dont
use, and turn those credits
into clothing they love.

The more they give and sell,

Consumers can join the free
the more free things they
treasure hunt using Reborn.
can buy without spending
They can browse hundreds of
money.
presentable and nice fashion
locally ranging from a piece of
unused jewelry to underused
clothes.
34
 Reborn helps people
make the most out of
their unwanted clothes
of their closet through
Reborn is an eco-friendly app
simply snapping a picture
that aims to save peoples
of an unwanted item and
clothes in an ecofriendly way.
exchanging it within seconds
by uploading in the app and
thus making and receiving
offers to trade with virtual

Mechanism:
1
Swapping list: List of consumers unwanted products in their virtual wardrobe account

2
Earning Credits: Credits are racked up when others buy from individuals list.

3
Reward: Opportunity to discover through swipe left & right and get clothing they love from
other users

35
 FEATURES OVERVIEW

BUY, SELL, SWAP, FREECYCLE

People get chance to browse items around them for sale and for swap; they can also offer up to four of their
own items and credit for buying other peoples items or they can even get stuff for free through filling up
surveys in the APP

REMOVING CLUTTER AND GETTING MORE FROM CLOTHES

It takes seconds to add consumerss underused, under-appreciated and unwanted fashion to get transferred
to Reborns virtual wardrobe for which they will receive credits in no time

FOLLOWING FAVOURITE TRADERS

Consumers will receive notifications when their favorite wardrobe add items, and allow others to follow them
as well. This could be a trader who is enthusiast about fashion or have the same fashion style with ywill give
like tasted people to share clothes making it easier to make offers and complete deals

BUILDING WARDROBE PROFILE

Users can leave ratings and feedback for successful swaps. Each user profile will have a given rating and trade
count

NEGOTIATING WITH OTHER TRADERS

People can use the secured in-app messaging function to chat with other traders to arrange meet up or
delivery if it is necessary

EASY SIGNUP

One-touch login via Facebook, Google+ or e-mail signup

JOINING REBORN COMMUNITY WORKSHOP FOR FREE

Chance to join Free DIY and styling workshop and events, arranged by Reborn in their local community

CONSTANT UP-GRADATION

Consumers feedback will be considered and acted upon in the app every month

36
Interface
Design

REBORN
REBORN
Join Us

Make the most out of your wardrobe

All service is for FREE

Swipe Left or Right Messenger

to find the Unique piece locally Events

Community

Join our weekly DIY and Styling event Your Wardrobe

Fashion Nearby

Meet your same mindset people Likelists

locally

37
 REBO

SHOP

PARTY DRESS

JACKET LOOKB
COATS

SHOSE

HANDBAGS

DIY IDEAS

LOOKBOOK
DIY WOR
STYLING GUIDE

BLOG

38
ORN REBORN

BOOK

RKSHOP

39
 PRICE

According to Reynolds (2014), many start up app use free apps

to drive interest and traffic in the beginning. Referring back to
competitive analysis, its competitors are charging commission
fees of minimum 20% or ministration fees. Reborn is going
to adapt free pricing strategies to get more users and
products on boards.

Later on, once it achieves target user downloading number as well

as attention from advertisement agent, in-app advertisements will
be applied to generate revenue as well as freemium version
will be launched with no ads free workshop advanced booking
extra and premium features.

Based on the price consultancy with Leeds future labs, 99p will
be suitable for the premium price for reborn.

40
PLACE
Consumers can download this app in the
following places:

41
 PROMOTION

42
DIY WORKSHOP &
STYLING TUTORIAL
Reborn community and styling workshop trial will collaborate
with high street brands.
It is aiming to help users to revalue their clothes and gain
confidence in styling as well as improve awareness of Reborn.

43
 Social Media

REBORN

44
Campaign

So, Whats the You dont need to buy new clothes If youve fallen out of love with a piece of
to enjoy a haul. clothing, dont throw it out, change it up. You
With Rebornship, You can easily refresh can tailor clothes to a different shape, add new
#Rebornship your haul and meet the same fashion embellishments, or dye it a different colour. You
taste people in your city. could turn it into something completely new, like
#Clotheship A way of refreshing your wardrobe a scarf or an accessory. Post in your social media
wihtout buying new clothes. site either as image or videos format to show us
how creativity you are.
You dont need to throw your
clothes away if wardrobe is If you made a new friendship through Reborn
running out of place. clothes sell or swap, please join our YouTube
With Rebornship, You can easily sell challenge via making a video of your clothing &
your unwanted fashion products to Friendship journey #Rebornship
people nearby without paying any fees.
A way of getting money from your 10 Lucky winner will be rewarded with 10,000
pre-loved clothes credits in their account. 45
 My Experience
COLLABRIATION WITH
INFLUENCERS

With
Reborn
46
REBORN
WEBSITE

47
48
 REWARDS & CREDITS
Sign up-You first 1,000 credits are on us
Get your first product listed in Wardrobe-Instantly reward you
500 credits

Invite Friends to Reborn

More fun with friends
1,000 credits to you and both your friends once she is registered
and list their first product

Connect with Facebook- 100 credits

Connect with Instagram_100 credits
Connect with Twitter -100 credits

Unlock Survey for credits

Videos for Credits

Credits on Sale
10=1000credits

49
 PR

Invite Green Lifestyle,

Sustainable Fashion
Week, Vogue, Stylist
to the app launching
event

50
Reborn Tote Bags Give Away
Charity Collaboration

Free Reborn tote bags

with app downloading
barcode will be given
away in Universities
Campus and Charity
shops

In the end of the year,

1% of profits will be
donated to charities

51
Financial
Consideration
T
he first year financial prediction is referred to its competitor VINTED Limited annual finance
balance sheet. First year revenue generation and cost balance of REBORN are listed in the
following finance chart.

REVENUE COST

Advertisement 50,000 App Development 20,000

Set up Capital 20,000 Marketing Promotion 5,000

Shareholder investment 20,000 Salary 60,000

Sponsorship 20,000

52
Conclusion
FutureDevelopment

The market gap has been clearly identified throughout the report and analysis has presented
many suggestions for the productto make success. Understanding target market and its target
consumers and reaching to their needs are essential to make the product profitable.

The product offered would be platform, which provide opportunity to easily deal with their
unwanted or unused clothes by swapping or selling them to the nearby people. The product also
offer its users various events related to DIY, Customization as well as clothing styling workshops
hosted in their nearby communities. Social media tools will be used to improve the brand
awareness and attract more potential users to join the Reborn family.

Overall the product and service will be simple for user to download and use especially the swipe
left and right browsing functions. Users will get motivated from the free credits for the first
sign-up and social interaction with same fashion taste people nearby. Moreover, users would like
to get rid off their unwanted clothes while earn credits as well as join sustainable movement.
Free DIY workshop and styling event will help our users to reuse, revalue their clothes as well
as to learn styling skills. In return, Users will also help to promote the product to their friends
voluntarily about their experience and Reborn events.

Long-Term Plan......
3rd year operation is estimated to grow 20%. Sale is estimated to grow 5%
through the launching of premium version of the app. The cost will decrease
5% as app development fees will be fixed once the app is built.Sponsorship and
advertisement revenue is estimated to grow 20% according to its competitor
market grwoth situation.

53
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media/3552/criteo-ecommerce-industry-outlook-2016.pdf (Accessed: 21 November 2016).

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December 2016).1

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12. Landfill tax: Increase in rates (2016) Available at: https://www.gov.uk/government/publications/landfill-

tax-increase-in-rates/landfill-tax-increase-in-rates#who-is-likely-to-be-affected (Accessed: 4 December 2016).

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Appendix 1
Survey
What is your monthly budget for clothing for yourself?

A: <100

B: 100-200

C: 200-300

D:>300

How often do you shop second hand?

A: Once a week

B: 1 to 3 times per month

C: 1to 2 times every month

D: Less than every 3 months

Most of time, what makes you buy second-hand clothes (several answer possible)?

A: You find items that you like

B: The cheap price

C: It corresponds to what you were looking for, what you needed

D: You consider it environmentally friendly

E: You cant find these items new

F: Other:

Do you think that buying second-hand clothes is good for environment?

A: Yes

B: No, I dont see any link

C: I dont know

56
If you knew that buying second-hand clothes has environmental benefits, would it encourage you to
purchase second-hand clothes?

A: Yes

B: No

C: Maybe

What are your favorite fashion brands?

Do you find it is difficult to match your clothes for work or party?

A: Yes

B: No

C: Maybe

Would you like to join DIY and styling community for free?

A: Yes

B: No

C: Maybe

57
 14%

86%

Interested Not Interested

Are you interested in buying pre-loved clothes from people

nearby?

90% 85%
79%
80% 71% 69%
70% 63% 61%
60%
50%
40%
30%
20%
10%
0%
H&M Zara River Topshop Primark Asos
Island
What are the top three fashion brands you shop mostly in high
street?

58
 Appendix 2
10%

30%
60%

Sustainable, would like to pruchase

Maybe, Depends on quality and design
Prefer to pay more for new clothes
What do you think about purchasing pre-loved clothes?

Social media Shopping online

Watch Video Play games

Time spending online arrangement

59
 REBORN

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