Amazon’s: The Ethical Collection
Executive Summary: Amazon.com the online retailer has many different verticals for its ecommerce site. The retailer has set many bars and has many different aspects that make it a heavy hitter in sales on it the ecommerce industry. The vison for Amazon.com 2.0 will consist of incorportaing an ethical brand line extension, The Ethical Collection. Our goal is to inform our shoppers on a environmentally friendly form of shopping for garments and bring awareness so shoppers becoming conscious consumers.

Product Description: The Ethical Collection will consist of fairtrade and ethical designers across the country being able to sell their designs on Amazon.com. The collection will allow consumers to shop with an alternative and assortments that are not only favorable for the shopper, but valuable to the world. The Ethical Collection will provide Amazon with a new vertical. This advanced vertical will allow Amazon to reach an entirely new target. Amazon.com belives in a better fashion future. This new collection will provide just that, it will allow the consumers to acknowledge awareness in the fashion industry and the positive impact purchasing consciously can do. The Ethical Collection will be built on six pledges.
Be Ethical
Provide Ethical fashion to conscious consumers
Social commitment
Be environmentally friendly
Reduce, reuse, recycle
Strengthen the fashion cycle
Target Segmentation: The target segmentation for the Amazon’s The Ethical Collection will consist of men and women ages 25-40, all ethnics, who are or want to be fashionable conscious shoppers. This extension will also be targeted to parents who also want their children to be environmentally aware and alert. Our consumers will be aware or have intentions on being aware of the effects that unethical fashion may produce. The shoppers will be content creators, innovators, and trendsetters from across the world. The consumers will be of a middle class sector with an income of at least 60k a year and indulge in on-trend ethical ensembles.
Website Layout: Amazon is an online retailer so we plan on extending the online engagement in order to assist with the new brand. The Ethical Collection will be displayed on the landing page banner to advertise the new collection and will display #TheEthicalCollection along with a slideshow of ethical garments. There will also be a direct link to the tab which will display a green hanger, this will be the collections logo, once the consumer clicks the green hanger, they will automatically be direct to The Ethical Collection’s main page. The Ethical Collection will also be accessed via the drop down menu under “Shop by Department” , under the link titled “Ethical Collection”. The consumer will then be able to choose which category they are interested in, this can consist of clothing for men, women, or children. Once decided, the consumer will be able to browse an intensive assortment of designers or clothing for that particular gender; shirts, dresses, skirts, denim, and outerwear. The shopper will then be able to browse that specific assortment which will be featured with the designer/brand. The purchaser will then have the option to click on the brand/designer/fabric type they are interested in and gather more information on each brand and how they are ethical (manufacturing). If doing so, the designer/brand will have their own profile which will be updated with their logo, information about their brand and how they are ethical along with other information such as social media handles and contact information.
The website layout will be simple and cohesive. The tabs will be influencing and engaging, allowing consumers to gain information about awareness to the ethical fashions.
Below is a screenshot of an example image.

Merchandise Assortment: The merchandise assortment for The Ethical Collection will be a range of men, women, and children’s fashion. Each category will consist of arrangement of clothing items such as shirts, denim, dresses, shorts, and outerwear; all of which will be ethical or fairtrade from a large range of designers or brands.
The Ethical Collection will consist of brands and designers such as Stella McCartney, a high fashion designer who never uses real fur or leather; Shift To Nature, which produces their products from certified organic cotton, hemp, bamboo, and other sustainable textiles; People Tree, who developed how to integrate for organic cotton from the farm to the final garment; Mia Bambina, which provides organic and fair trade clothing and toys for infants and children; Kuyichi, who supplies organic cotton clothing and uses sustainable materials; and many more. The price points for the items will be $20 to $300 depending on the category/style. Each of the brands and designers will display an unique vertical into the ethical industry. They will provide the consumers with the knowledge of how to be trendy in a conscious fashion.
Marketing Strategy: The marketing strategy to advertise for The Ethical Collection will consist of strictly of digital and technology. We will use email marketing, social media, and our website to advertise our new collection. We will have a very intense marketing strategy also using our designers and brands to help market the new brand .
Customer Experience: The CX will consist of the interaction between the customer and the site to bring awareness, attraction, discovery, cultivation, and use of the products. Once the customer clicks onto the The Ethical Collection tab it will be introduced by the word “ETHICAL” in big words along with a definition in context to the fashion industry. The customers will be allowed and encouraged to visit the profiles of the designers and brands that will inform them of the process of being ethical. The customer will also be encouraged to use hashtags #theethicalcollection and upload to social media allowing the opportunity to be on the webpage and social media. We will upload images of the newest ethical trends and allow insight into news of ethical awareness.
Challenges: The challenges with the new brand will consist of distinguishing the difference between Amazon’s handmade collection and the ethical collection. Amazon will have to draw a clear line between the two collections, however; both are extremely favorable and highly recommended for the better of the fashion industry and the world. One other challenges would be shifting the consumers shopping behavior, going from shopping fast fashion and then shopping consciously. Even though this may be a challenge it is a challenge that Amazon is willing to work through in order make the world a better place, one garment at a time.
Competition: Amazon’s only competition would consist boutiques and brick and mortar shops that sell ethical designs, such as H&M and Zulily. Amazon would be the first online retailer with that large of a reach to begin selling ethical designs and that would allow for Amazon to be ahead of the new fashion industry curve. Since the ethical fashion industry is gaining more recognition and acknowledgement Amazon will once again have the opportunity to succeed in this ethical vertical.
Future: The future for The Ethical Collection will be powerful. We plan on using this as a step to make the world a better place and bring awareness to the concerns of our fashion cycle. The collection will help the designers who are adamant about being ethical gain a consumer base and allow for creative expression. This collection will be informative to the consumers as well, it will allow for the consumers to understand the effects of our industry. This Ethical Collection will be the start a new fashion generation of shopping consciously, we are the future!
Social Component: Amazon.com and The Ethical Collection will partner with Fashion Revolution Day held every year on April 24th in 78 countries. The Fashion Revolution is an organization that helps to bring awareness to the 1133 people who were killed in the Rana Plaza factory collapse in Dhaka, Bangladesh. This incident was considered the worst every industry disaster in the fashion and textile industry. Every year on April 24th, Fashion Revolution Day, Amazon’s The Ethical Collection will donate 100% of its proceeds. 60% of it will go to the cause, the other 40% will go to building more manufacturing factories in the United States to keep production and distribution local. Amazon will also hold an ethical fashion show that will consist of a panel from designers and brands from The Ethical Collection and will honor them for their differentiation. The show will be able to give more exposure to the garments that will change the world. Incorporating this organization will allow Amazon’s reach and allow consumers to become more aware of the effects of fast fashion. Many individuals will connect to the hardship that occurred in Bangladesh in 2013. More individuals will understand and appreciate Amazon’s position to become ethical and this will gain a larger reach as well as more revenue, accompanied by an intensive marketing strategy. 78 countries across the world are involved in Fashion Revolution, Amazon will gain more consumers and increase revenue by also getting involved.
Pricing Strategy: In order to gain the best revenue, profit, and loyal consumers we needed to make sure we have an effective sales and margin opportunity. We had to consider the total sales, gross receipts, and gross margins for each category. Each section; mens, womens, and children will only have 1 door and 2000 for the door. The total retail dollars for each category would be $143.00 and $286,000,0 for all units. The women’s category will have 7000 units for the 1 door and a total of $812,000,0 in unit retail dollars. Children’s will have 1400 units and a total of $46,606, total retail dollars. The predicted sales for men and women will be 3.5% per week and children’s 3.1% per week. The total incremental sales dollars will be $1,025,484.8 million and a total of $1,144,606.0 million for gross receipts. This new sales and business opportunity displays how we plan on implementing this new vertical for Amazon.