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THE BRAND

IDENTITY

The brand identity of GG is all about celebrating cultural diversity and uniqueness. Our clothing line is designed to appeal to people from all walks of life and highlight the beauty of different styles and cultures. We aim to challenge the stereotypes associated with the term “ghetto” and redefine it as a term of empowerment and individuality.

SUSTAINABLE DOPEWEAR

Globally Ghetto is a sustainable fashion brand with a mission to celebrate diversity, challenge stereotypes, and promote environmental responsibility. We are committed to using sustainable materials and production processes, reducing waste, and creating a circular fashion economy. We believe that fashion can be both affordable and sustainable, and we aim to create a positive impact on the fashion industry and the environment.

STRATEGY

Globally Ghetto’s strategy is centered around creating a sustainable and culturally-inspired fashion brand that promotes inclusivity and celebrates diversity. This will be achieved through the use of high-quality, eco-friendly materials, as well as the incorporation of traditional textile-making techniques from various cultures around the world. The brand will focus on building strong relationships with customers and fostering a sense of community through social media engagement and collaborations with like-minded brands and artists. Additionally, the company will leverage innovative technologies, such as AI and automation, to streamline operations and drive efficiency.

MARKETING

Our marketing strategy is focused on social media platforms, such as Instagram, TikTok, and Facebook, as well as influencer marketing. We believe that social media is an effective way to reach a diverse audience and engage with our customers. We will work with influencers who share our values and mission to promote our brand and products.

FINANCIALS

We understand that sustainable fashion can be costly, but we believe that investing in sustainability is essential for the future of the fashion industry. We plan to invest heavily in sustainable materials and production processes while keeping our prices affordable for our customers. We will maintain detailed financial records and regularly review our expenses to ensure that we are using our resources effectively and sustainably.

TEAM

At GG, we believe that a diverse and talented team is essential for the success of our brand. We plan to hire a team of freelancers, including designers, tailors, photographers, and marketers, in our first year to help us achieve our goals. We will prioritize diversity and inclusion in our hiring process and aim to create a team that reflects the diverse cultures and styles we aim to celebrate.

OUR ROOTS

THE MISSION

Our mission at Globally Ghetto is to redefine the concept of ‘ghetto’ and celebrate the cultural diversity and unique styles of people from all walks of life through sustainable and affordable fashion. We are committed to utilizing eco-friendly materials, reducing waste, and creating a circular fashion economy while promoting transparency and accountability throughout our supply chain. Our goal is to make high-quality, stylish clothing and accessories accessible to everyone, while making a positive impact on the environment and society

THE VISION

Globally Ghetto’s vision is to revolutionize the fashion industry by promoting cultural diversity, sustainable practices, and ethical production. We aim to be a leading brand that celebrates and showcases the beauty of cultural influences in fashion, while also creating a positive impact on the environment and the lives of the people involved in the production process. Our ultimate goal is to inspire and empower people to make conscious fashion choices that support sustainable and ethical practices, and to create a world where fashion is not only beautiful but also responsible and meaningful.

OUR VALUES

GG Brand values diversity and inclusion as fundamental components of its identity. The brand believes in the power of fashion to unite individuals from different cultures and backgrounds, and it is committed to creating a more equitable and sustainable future. In addition to ethical and sustainable production practices, GG Brand aims to promote cultural diversity by incorporating traditional Ghanaian textiles and techniques into its designs. The brand also supports local communities in Ghana by partnering with local artisans and suppliers, providing fair wages and creating job opportunities. GG Brand’s social impact goals include empowering women, promoting education, and supporting community development initiatives.Globally Ghetto is committed to conducting business in an ethical and socially responsible manner. We believe in treating all stakeholders with respect, including our employees, customers, suppliers, and the environment. We are committed to promoting fair labor practices, using sustainable materials and production methods, and maintaining transparency throughout our supply chain. We strive to make a positive impact in the communities where we operate and to be a responsible global citizen.

SUSTAINABILITY

We prioritize sustainable materials, mostly natural fibers from fair trade providers. In the first years, we will focus on what is available in the market and later on, after the first 3 years, we aim to start creating textiles from fruit, vegetable, and plant waste through Mudua. Our goal is to use waste materials such as banana stem fiber, kapok fiber, and other available plant fibers in South America and Eastern Europe. We are committed to using sustainable suppliers like SwatchOn, Alibaba suppliers, and sustainable textile suppliers in West Africa and Europe.

ETHICS

Globally Ghetto is committed to conducting business in an ethical and socially responsible manner. We believe in treating all stakeholders with respect, including our employees, customers, suppliers, and the environment. We are committed to promoting fair labor practices, using sustainable materials and production methods, and maintaining transparency throughout our supply chain. We strive to make a positive impact in the communities where we operate and to be a responsible global citizen.

TRANSPARENCY

To ensure transparency and accountability, we will maintain detailed records of our production process and supply chain, including the materials and vendors we use. We will regularly review and update our processes to ensure we are meeting our sustainability goals and making a positive impact on the environment. We are committed to being fully transparent and accountable for our sustainability claims, and we will strive to continuously improve our processes to reduce our environmental impact.

HISTORY

In 2016, Akua Theresa Gyamfuwaa founded a fashion blog but shifted her focus to sustainable and ethical clothing in 2018 due to the limited options available that were both trendy and culturally representative. She conducted extensive research and took online courses in fashion design, sustainability, and ethical fashion business to develop her knowledge. Despite the challenges posed by the pandemic, she managed to launch her first eco-collection, Mudua, in 2020. After moving to Barcelona in 2022, her brand gained traction, and she decided to focus on creating the most ethical, sustainable, and successful clothing brand that celebrates diversity, inclusivity, culture, and sustainability. During her research, she travelled to India, Indonesia, Thailand, and Nigeria to learn about the people, cultures, and various eco-friendly and natural methods of producing textiles and textile printing.

PRODUCT & SERVICES

THE PRODUCT

GLOBALLY GHETTO offers a range of sustainable and ethical clothing products that celebrate diversity, culture, and inclusivity. The brand’s standard line includes t-shirts, sweatshirts, hoodies, skirts, jackets, dresses and pants made from eco-friendly materials such as organic cotton, banana fiber textile, eucalyptus bark textile, bamboo, and recycled polyester. The exclusive line features high-end, limited edition pieces, including dresses, suits, and accessories made from sustainable materials such as hemp, silk, and linen. In addition to clothing, Globally Ghetto also produces textiles using natural dyes and printing techniques that celebrate cultural heritage and promote sustainable practices with MUDUA

Dresses.
Pants / Jeans / Trousers.
Shorts / Skirts.
Suits / Tailored / Garments.
T-shirts / Shirts / Tops.
Scarves / Shawls.
Blouses.
Coats / Jackets.
Sleepwear / Robes.
Sportswear / Activewear.
Sweaters / Knitwear.

CUSTOM MADE

GLOBALLY GHETTO plans to use NFTs for pre-orders of custom-made clothing by creating unique digital assets for each order. Customers will be able to purchase an NFT that represents their specific clothing order and includes all the details of their custom design. This NFT will act as proof of ownership and authenticity of the order. Once the order is complete, customers will be able to redeem their NFT for their unique and personalized clothing item. By using NFTs, Globally Ghetto can create a transparent and secure pre-order system for custom-made clothing, while also leveraging the benefits of blockchain technology. This approach not only adds a layer of exclusivity to Globally Ghetto’s clothing, but also provides customers with a unique and innovative shopping experience. The clothing pieces will be delivered within 3 weeks after ordering.

2 COLLECTIONS

Globally Ghetto will use pre-order for their two collections a year to allow customers to purchase items before they are officially released. This allows customers to secure their desired products and sizes, and also helps GG to forecast demand and reduce overproduction. In addition, GG will use 3D rendering software such as Clo3d to create virtual models of the clothing, which will be used to familiarize customers with the designs and fit. This will give customers a better idea of how the clothing will look and fit on their body, and can help to reduce the rate of returns and exchanges. Overall, GG’s use of pre-order and 3D rendering technology aims to create a more sustainable and customer-friendly fashion industry. Our collections will focus on Spring/Summer, Autumn and Winter. We will produced a limited amount of clothing pieces every year.

THE SERVICE

Globally Ghetto provides a unique shopping experience with a focus on sustainability, ethics, and cultural diversity. Our customers can browse our collections of clothing, accessories, and shoes, knowing that every item has been created with the utmost care for the environment and the people involved in its production. We offer a range of sizes to ensure inclusivity and celebrate cultural diversity by incorporating traditional designs and techniques into our products. Our Mudua line showcases our commitment to sustainability, using natural dyes and eco-friendly materials to create one-of-a-kind textiles. Customers can also engage with us on social media to stay up to date on our latest collections and join our community of like-minded individuals who share our values. Our customer service team is available to answer any questions or concerns and ensure a seamless shopping experience.

On the GLOBALLY GHETTO website we provide pre-order options for our exclusive customers who are interested in the custom made collection and customers who

THE STYLE

PRODUCT STRATEGY

We will produce two collections a year with Dona Kolors, in addition to exclusive designs consisting of three pieces per season. All of our clothing pieces will be limited edition and only produced in small quantities, except for our exclusive designs which will be custom made by order, by Ghanaian independent tailors using virtual fitting applications.

	Production	Design	Distribution	Price range
COLLECTION	https://donakolors.cat/en/	2 clothing collections a year in total 30 designs	Wholesalers, web-shops, physical shops	30E – 180E
CUSTOM MADE	https://www.ghanayello.com/company/58889/GNTDA.	2 clothing collections in total 6 designs.	GLOBALLY GHETTO’s website, pre order	180E – 1200E
COLLABORATION	Ethical, sustainable independent brands world wide.	Accesories, and shoes twice a year.	Pop-Up events, webshops	30E-300E

MUDUA

MUDUA is a sustainable textile initiative by Globally Ghetto that upcycles agricultural waste and other plant fibers into high-quality textiles. We are committed to reducing the environmental impact of textile production while creating economic opportunities for local communities. Our first project will be in Ghana, where we will use banana stem fibers to produce textiles that will be used for Globally Ghetto clothing production and sold to other brands. Through MUDUA, we aim to promote sustainable and ethical fashion practices while supporting local farmers and artisans.

RECYCLED

At Globally Ghetto, we are committed to reducing waste and minimizing our impact on the environment. To achieve this, we plan to partner with clothing recycling and repurposing companies, such as The Renewal Workshop and TerraCycle, to recycle and upcycle our clothing. These partnerships will help us reduce our carbon footprint and create a circular fashion economy by giving new life to our old products. Through our collaborations, we hope to create a sustainable future for the fashion industry while promoting environmental responsibility.

THE CUSTOMERS

TARGET MARKET

Globally Ghetto offers a range of sustainable and ethical clothing products that celebrate diversity, culture, and inclusivity. The brand’s standard line includes t-shirts, sweatshirts, hoodies, skirts, jackets, dresses and pants made from eco-friendly materials such as organic cotton, banana fiber textile, eucalyptus bark textile, bamboo, and recycled polyester. The exclusive line features high-end, limited edition pieces, including dresses, suits, and accessories made from sustainable materials such as hemp, silk, and linen. In addition to clothing, Globally Ghetto also produces textiles using natural dyes and printing techniques that celebrate cultural heritage and promote sustainable practices.

Urban dwellers

Urban dwellers are a target market for Globally Ghetto who prioritize fashionable, street-wear inspired clothing that is versatile and can be worn in different settings. They tend to be active on social media, follow fashion bloggers and influencers for inspiration, and are interested in purchasing sustainable and ethically made products that reflect their personal values. They value comfort and practicality in their clothing choices, while still maintaining a sense of style. They enjoy experimenting with different styles and incorporating unique pieces into their wardrobe.

Maya

Meet Maya, she’s a 22-year-old woman who is a student and part-time worker. She’s an urban dweller and likes to look good and stylish while being comfortable in her clothes. She’s always on the lookout for new and unique clothing options and is drawn to street-wear inspired clothing that can be worn in a variety of different settings. She is also conscious of the impact of her purchases and is interested in sustainable and ethically made fashion. She’s active on social media and likes to follow fashion bloggers and influencers for inspiration. With her youth, she’s open to experiment with different styles, and would be interested in a brand that incorporates traditional streetwear with African and Asian influences.

Behavior patterns

Value comfort and practicality in their clothing choices, while still maintaining a sense of style.

Tend to be active on social media and follow fashion bloggers and influencers for inspiration.
May be interested in purchasing products that reflect their personal values, such as sustainability and ethical production practices.
Look for versatile clothing options that can be dressed up or down and worn in different settings, such as work or social events.
Enjoy experimenting with different styles and incorporating unique pieces into their wardrobe.

CULTURAL ENTHUSIASTS

The target group of cultural enthusiasts is typically made up of individuals who have a strong interest in learning about different cultural traditions and practices. They are often drawn to the unique African and Asian influences in Globally Ghetto’s designs and appreciate the celebration of diversity and inclusivity in the brand’s messaging. They may attend cultural events and festivals, such as art exhibits or music concerts, and seek out handmade or artisanal products that reflect their values and interests. Additionally, this group may be interested in sustainable and ethically made fashion due to their connection to nature and community.

Nia

Meet Nia, she’s a 30-year-old woman who works in the creative industry. She’s interested in different cultures and is drawn to the unique African and Asian influences in your designs. She’s always on the lookout for new and exciting fashion trends and likes to express herself through her clothing choices. 2. Urban dwellers: This group includes individuals who live in urban areas and are looking for fashionable, street-wear inspired clothing that can be worn in a variety of different settings.

Behavior patterns

Often attend cultural events and festivals, such as art exhibits or music concerts.

Have an interest in learning about different cultural traditions and practices.
Tend to be open-minded and enjoy trying new things.
May be drawn to handmade or artisanal products due to the unique cultural influences.
Are often interested in sustainable and ethically made products due to their connection to nature and community.

CONSCIOUS FASHIONISTA’S

This group typically prioritizes clothing that is made from sustainable materials and produced using ethical practices. They are often concerned about the negative impact of fast fashion on the environment and human rights, and seek to support brands that align with their values. They may also be interested in learning more about the supply chain of the products they purchase, and appreciate transparency and traceability in the production process. This group is composed of conscious consumers who are committed to supporting sustainable businesses and promoting environmental responsibility.

Olivia

Meet Olivia, she’s a 28-year-old woman who works in the fashion industry. She’s always on the lookout for new and unique clothing options and is highly interested in fashion trends. She’s always up-to-date with the latest fashion news and follows fashion bloggers and influencers on social media. She values quality and craftsmanship and is willing to invest in high-end fashion pieces. She’s also open to sustainable and ethically made fashion and would be interested in a brand that incorporates traditional streetwear with African and Asian influences.

Behavior patterns

Keep up with the latest fashion trends and enjoy expressing their individual style through their clothing choices.

Tend to invest in high-quality, timeless pieces that can be worn for multiple seasons.
Often attend fashion shows or events to stay current with the latest industry developments.
May be interested in purchasing sustainable and ethically made products to align with their values and reduce their environmental impact.
Enjoy mixing and matching different styles and trends to create unique and personalized looks.

The NFT Fashionistas

The NFT fashion target group is a relatively new and niche market of individuals who are interested in combining their passion for fashion and digital art. These individuals are often early adopters of new technologies and are looking for unique and innovative ways to express their personal style. They value authenticity, exclusivity, and sustainability, and are willing to invest in pieces that are not only fashionable but also have a deeper meaning or story behind them. This target group is also highly active on social media and is often part of online communities and forums where they can connect with like-minded individuals and share their passion for NFT fashion.

Nova

Nova is a tech-savvy individual who has a keen interest in combining her love for fashion and digital art. She is an early adopter of new technologies and is always on the lookout for unique and innovative ways to express her personal style. Nova values authenticity, exclusivity, and sustainability, and is willing to invest in pieces that have a deeper meaning or story behind them.

Nova is highly active on social media and is often part of online communities and forums where she can connect with like-minded individuals and share her passion for NFT fashion. She follows and engages with her favorite NFT fashion brands, artists, and designers and is always looking for the latest trends in the NFT fashion space.

Behavior patterns

Early adopters of new technologies
Interested in combining passion for fashion and digital art
Value authenticity, exclusivity, and sustainability
Willing to invest in pieces with deeper meaning or story
Highly active on social media
Part of online communities and forums
Share their passion for NFT fashion
Seek out unique and innovative ways to express personal style

Exclusivas

The target group that likes custom-made sustainable clothing and accessories is typically made up of individuals who prioritize ethical and environmentally conscious production methods. They are often concerned about the negative impact of fast fashion on the environment and human rights. They appreciate the uniqueness of custom-made items and value the craftsmanship and attention to detail that goes into producing them. They may also be willing to pay a premium for sustainable and ethically produced products. This group is often composed of conscious consumers who seek to align their values with their purchases and are committed to supporting sustainable businesses.

Sarah

Sarah is a 32-year-old environmental activist living in Portland, Oregon. Her interests include hiking, yoga, vegan cooking, and sustainable fashion. As a conscious consumer, Sarah values sustainability, ethical production, and social responsibility when it comes to her clothing choices. She actively researches a brand’s production methods before making a purchase, and she prefers to shop from sustainable and ethical brands. Sarah appreciates the uniqueness of custom-made items and is willing to pay a premium for sustainable and ethically produced products. She shares her sustainable fashion finds on social media to spread awareness and is part of online communities and forums dedicated to sustainable fashion. Sarah believes in supporting small businesses and independent designers who align with her values.

Behavior patterns

Sarah prefers to shop from sustainable and ethical brands.
She actively researches a brand’s production methods before making a purchase.
She values unique and custom-made items over mass-produced ones.
Sarah is willing to pay a premium for sustainable and ethically produced products.
She shares her sustainable fashion finds on social media to spread awareness.
Sarah is part of online communities and forums dedicated to sustainable fashion.
She believes in supporting small businesses and independent designers who align with her values.

COMPETITIVE ADVANTAGE

Globally Ghetto’s competitive advantage lies in its unique positioning at the intersection of ethical, sustainable, and cultural fashion. By focusing on the use of sustainable materials and ethical production methods, while also celebrating cultural diversity and inclusivity, the brand stands out in a crowded fashion industry. Additionally, the use of innovative technologies such as Clo3D for pre-order visualization and NFTs for custom orders further sets Globally Ghetto apart from its competitors. The brand’s commitment to transparency, traceability, and social responsibility in its supply chain also serves as a key competitive advantage, appealing to a growing segment of consumers who prioritize these values in their purchasing decisions.

COMPETITORS

YOUNG N SANG

Young N Sang – a sustainable brand that creates clothing inspired by Korean culture, utilizing eco-friendly materials and upcycling techniques. They also use digital technologies like 3D printing and have started to explore NFTs.

https://youngnsang.com/

	Strengths	Weaknesses	Opportunities	Threats
Young N Sang	– Utilizes eco-friendly materials and upcycling techniques.

LIVITY

A UK-based brand that focuses on ethical production and fair trade. They collaborate with young creatives from urban communities and integrate cultural influences into their designs.

https://livity.co.uk/

| Livity | – Focuses on ethical production and fair trade.

Collaborates with young creatives from urban communities.
Integrates cultural influences into designs. | – Limited range of products.
Smaller online presence. | – Growing interest in sustainable fashion.
Potential to expand globally.
Strong brand identity. | – Competition from larger sustainable fashion brands.
Limited resources for expansion. |

ECOALF

Ecoalf – a Spanish brand that creates sustainable streetwear using recycled materials and innovative technologies. They also use blockchain technology to ensure their supply chain transparency.

https://ecoalf.com/

Uses recycled materials and innovative technologies.
Ensures supply chain transparency through blockchain technology. | – Higher price point.
Smaller online presence. | – Growing interest in sustainable fashion.
Potential to expand globally.
Innovative use of technology. | – Competition from larger sustainable fashion brands.
Limited resources for expansion. |

WAHTS

WAHTS – a Dutch brand that creates sustainable streetwear for men. They use eco-friendly materials and digital technologies like 3D printing and augmented reality to create unique designs.

https://wahts.com/

Uses eco-friendly materials and digital technologies like 3D printing and augmented reality.
Creates unique designs. | – Smaller online presence.
Limited range of products. | – Growing interest in sustainable fashion.
Potential to expand globally.
Unique use of digital technologies. | – Competition from larger sustainable fashion brands.
Limited resources for expansion. |

LUCY & YAK

Lucy and Yak: Based in the United Kingdom, Lucy and Yak is a hip and youthful sustainable clothing brand that offers bright and funky clothes. They have a strong brand identity and prioritize transparency in their supply chain and upcycling efforts.

https://lucyandyak.com/

FAST FASHION

SWOT ANALYSIS

	Strengths	Weaknesses	Opportunities	Threats
Globally Ghetto	– Offers affordable and trendy clothing options.	– May face quality concerns due to lower prices.	– Growing demand for affordable, fashionable clothing.	– Competition from larger, established brands.
Young N Sang	– Utilizes eco-friendly materials and upcycling techniques. – Digital technologies like 3D printing and NFTs add unique value.	– Limited online presence. – Niche market may limit growth potential.	– Growing interest in Korean culture and sustainable fashion.	– Competition from larger sustainable fashion brands.
Livity	– Focuses on ethical production and fair trade. – Collaborates with young creatives and integrates cultural influences.	– Limited range of products. – Smaller online presence.	– Growing demand for ethical and culturally-influenced clothing. – Potential to expand globally.	– Competition from larger sustainable fashion brands. – Limited resources for expansion.
Ecoalf	– Uses recycled materials and innovative technologies. – Ensures supply chain transparency through blockchain.	– Higher price point. – Smaller online presence.	– Growing interest in sustainable fashion. – Innovative use of technology.	– Competition from larger sustainable fashion brands. – Limited resources for expansion.
WAHTS	– Uses eco-friendly materials and digital technologies like 3D printing and augmented reality. – Creates unique designs.	– Smaller online presence. – Limited range of products.	– Growing demand for sustainable streetwear. – Potential to expand globally. – Unique use of technology.	– Competition from larger sustainable fashion brands. – Limited resources for expansion.
Lucy & Yak	– Strong brand identity. – Transparent supply chain and upcycling efforts. – Bright and funky designs.	– Limited range of products. – Target market may be limited.	– Growing demand for sustainable and unique clothing. – Strong online presence. – Potential to expand globally.	– Competition from larger sustainable fashion brands.
Fast Fashion	– Fast turnaround time for trend-driven clothing. – Wide range of products.	– Large, established customer base.	– Increasing demand for sustainable and ethical fashion. – Potential to incorporate sustainable practices.	– Negative environmental and social impact. – Strong competition from sustainable fashion brands.

In summary, Globally Ghetto’s affordable and trendy offerings give it an edge over some sustainable competitors, but it faces challenges from larger, established brands in the fashion industry. The brand may also need to address potential quality concerns due to its lower prices. Meanwhile, other sustainable brands like Young N Sang and Ecoalf differentiate themselves with unique technologies and materials, and Lucy & Yak has a strong brand identity and transparent practices. Fast fashion offers fast turnaround time and a wide range of products, but its negative environmental and social impact poses a significant threat.

Regarding NFTs, some brands have started to explore this technology in the fashion industry, but it is still a relatively new concept. NFTs can potentially be used to verify the authenticity of limited edition or exclusive clothing pieces, or as a way to integrate digital art into fashion designs.

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MARKET ANALYSIS

COMPETITIVE LANDSCAPE

In addition to offering affordable and trendy clothing options, Globally Ghetto aims to differentiate itself from its competitors by placing a strong emphasis on sustainability and social responsibility. As the demand for sustainable fashion continues to grow, Globally Ghetto’s unique approach to sustainability through the use of NFTs and plant waste in production could provide a competitive advantage in the market.

Furthermore, Globally Ghetto’s focus on cultural inclusion and unique business approach could also help the brand stand out in a crowded market. By offering limited-edition collections and custom-made options, the brand could attract customers who are looking for unique and exclusive clothing options.

It’s also worth noting that while the streetwear segment of the fashion industry is currently dominated by established players, there is still room for new and innovative brands to enter the market. By leveraging the growing demand for sustainable and socially responsible fashion, Globally Ghetto could carve out a unique niche for itself and attract a loyal customer base. However, the company will need to stay up-to-date with changing customer preferences and trends, as well as effectively scale production and supply chain management to ensure long-term success in the market.

MARKET SIZE

The sustainable fashion market has also been growing steadily in recent years, with increasing awareness and concern for environmental and social responsibility. The global sustainable fashion market size was valued at USD 9.81 billion in 2020 and is expected to reach USD 15.17 billion by 2028, growing at a CAGR of 5.4% from 2021 to 2028. The growing demand for sustainable fashion is driven by various factors such as increased awareness about the environmental impact of the fashion industry, changing consumer preferences, and government initiatives promoting sustainable practices.

Globally Ghetto can capitalize on the growth potential of both the streetwear and sustainable fashion markets by targeting young adults who are interested in fashion and social responsibility. The company’s unique approach to sustainability through the use of NFTs and plant waste in production can differentiate it from competitors in the market. Globally Ghetto can also leverage its strong brand image and personality to establish a loyal customer base and expand its market presence.

To tackle the competition from established fashion brands with larger budgets and more resources, Globally Ghetto can focus on building its brand recognition through collaborations with other brands and influencers, as well as expanding its product line and marketing efforts. The company can also explore alternative distribution channels such as pop-up shops and its own e-commerce platform to reduce reliance on third-party marketplaces.

In addition, Globally Ghetto can take advantage of emerging technologies such as 3D and meta-verse to expand its offerings and reach new customers. The company can also align itself with the UN and EU’s push and promotion for sustainability to gain credibility and increase visibility in the market.

RESEARCH

According to McKinsey’s report on the future of sustainable fashion, sustainability is becoming increasingly important to consumers. The report found that sustainability was the most important purchasing factor for 33% of consumers, and 48% of consumers said that they were willing to pay more for sustainable products. In addition, the report found that 66% of consumers are willing to pay a premium for sustainable and ethically produced clothing.

The global sustainable fashion market is also expected to grow significantly in the coming years. According to a market analysis by GlobeNewswire, the market is expected to reach $9.81 billion by 2025, growing at a CAGR of 9.81% from 2020 to 2025. This growth is due to increasing awareness about the impact of the fashion industry on the environment and the desire for sustainable and ethical fashion products.

A survey conducted by McKinsey on consumer sentiment towards sustainability in fashion found that consumers are increasingly concerned about the environmental and social impact of their clothing purchases. The survey found that 67% of consumers consider sustainability when making a purchase, and 70% said that they would be willing to pay a premium for sustainable products.

Other statistics on sustainable and culturally diverse fashion include: In 2021, the resale market is expected to reach $64 billion, with the secondhand luxury market projected to reach $36 billion by 2025 (Source: ThredUp)

The majority of consumers (71%) prefer to buy from brands that align with their values (Source: Fashion Revolution) 62% of consumers say they would be more likely to buy from a brand that is transparent about its sustainability practices (Source: Business of Fashion)

71% of consumers say they want to know more about the sustainability of the clothes they buy (Source: McKinsey)

By 2030, it is estimated that the fashion industry’s water consumption will increase by 50% and its carbon footprint will increase by 60% (Source: Global Fashion Agenda)

Overall, these statistics indicate that there is a growing demand for sustainable and culturally diverse fashion, and that consumers are willing to pay a premium for products that align with their values. As such, there is significant potential for growth in this market as more brands begin to prioritize sustainability and diversity in their products.

PROFITABILITY ANALYSIS

Globally Ghetto (GG) is a sustainable clothing brand focused on providing affordable, stylish, and environmentally-friendly clothing to young people. With the growing market demand for sustainable clothing, GG has the potential to generate significant revenue and profit. However, the profitability of the brand will depend on a number of factors, including production costs, marketing expenses, competition, and market demand.

Market demand for sustainable clothing has increased significantly in recent years, and GG aims to tap into this market by offering high-quality eco-friendly clothing at affordable prices. GG’s unique style and aesthetic inspired by global culture helps it stand out from competitors and increases its appeal to its target market.

Production costs can be a challenge for GG, as sustainable production practices can be more expensive than traditional methods. However, GG’s parent company Mudua Banana Republic plans to become an NGO, which would allow GG to buy textiles at almost no cost. This arrangement would help to reduce production costs and increase profitability for GG.

Marketing expenses are also a factor in GG’s profitability. The company must allocate sufficient resources to promote its products and reach its target audience through a strong online presence, social media, and partnerships and collaborations with other brands and celebrities. GG faces competition from other sustainable clothing brands such as Armedangels, Jan’n June, Avocado Store, and Lucy and Yak. It is important for GG to differentiate itself from these competitors and stand out in the market through a careful analysis of its strengths, weaknesses, opportunities, and threats.

In conclusion, the profitability of GG will depend on several factors including market demand, production costs, marketing expenses, and competition. By carefully managing these factors and leveraging its partnerships with Mudua Banana Republic and other environmentally-conscious brands, GG has the potential to establish itself as a leading player in the sustainable clothing market and generate significant revenue and profit.

SWOT

STRENGTH

Unique approach to sustainability through the use of NFTs and plant waste in production.
Strong brand image and personality, focused on being environmentally and socially responsible.
Limited-edition collections and some are custom-made to order.
Unique and trendy designs
Eco-friendly and sustainable production practices
Transparent supply chain
Diverse and unique business approach
Cultural inclusion

TREATS

Increased competition in the sustainable fashion market
Changing customer preferences and trends
Potential challenges in scaling production and supply chain management.
Increased regulations and policies promoting sustainability in the fashion industry.
Competition from established fashion brands with larger budgets and more resources.
Difficulty in acquiring partnerships and collaborations with other brands and celebrities due to a lack of brand recognition.
Economic downturns and fluctuations in consumer spending could impact the company’s sales and revenue.
The company may face legal and ethical challenges related to the sourcing of its materials and labor practices.
Changes in social media algorithms or policies could impact Globally Ghetto’s ability to connect with its target market.

WEAKNESS

Limited target audience compared to established fast fashion brands.
High cost of production due to the use of sustainable and environmentally friendly materials.
Lack of awareness among target audience about the brand and its values.
Limited distribution channels and market presence compared to established fashion brands.
Reliance on third-party marketplaces to produce its products,
The company’s website is currently underdeveloped
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OPPORTUNITIES

There is a growing demand for sustainable and ethical fashion, which Globally Ghetto can capitalize on by expanding its product line and marketing efforts.
The company can potentially increase its profit margins by shifting away from third-party marketplaces and developing its own e-commerce platform.
Globally Ghetto can explore collaborations with other brands and influencers to expand its reach and visibility.
The company can potentially expand into physical retail spaces or pop-up shops to reach new customers.
Expansion into new markets, NFT’s, custom made and 3D/Meta verse
UN and EU push and promotion for sustainability.

To utilize its strengths and opportunities, Globally Ghetto can continue to focus on its unique and trendy designs while expanding its product line and marketing efforts to reach a wider audience. The company can also explore collaborations with other brands and influencers to increase its visibility and expand into new markets, such as NFTs, custom-made products, and 3D/Metaverse. To tackle the weaknesses and threats, the company can work on improving its website and expanding its distribution channels, while also exploring ways to reduce the high cost of production. Additionally, the company can stay up-to-date with changing customer preferences and social media policies and regulations, and prioritize ethical and sustainable sourcing and labor practices.

MARKETING STRATEGY

BRAND STRATEGY

The brand strategy for Globally Ghetto will center around creating a strong brand image that speaks to the brand’s values and its target audience. The brand aims to be unapologetic, bold, and African while combining ancient and modern styles with a street vibe. The brand’s mission is to innovate, preserve, and create sustainable and environmentally conscious clothing pieces. To achieve this, the brand will focus on using limited edition and custom-made pieces, with a focus on natural fibers and a surprise element to generate interest. The brand will work towards creating fibers from plant waste, promoting sustainable and natural clothing production.

In terms of branding, the color scheme for Globally Ghetto will be a combination of the colors #008080, #E3170A, and #000000. The taglines, “Sustainable Dopewear”, “Natural Dopewear”, and “Straight Outta Jungle”, emphasize the brand’s focus on sustainability and its African roots. In terms of color psychology, #008080 represents trust, stability, and calmness, aligning with the brand’s values of sustainability and environmental responsibility. #E3170A represents passion, excitement, and confidence, aligning with the brand’s bold and unapologetic personality. #000000 represents power, sophistication, and elegance, aligning with the brand’s focus on creating high-quality and timeless pieces.

In conclusion, Globally Ghetto’s brand strategy will focus on promoting its image as a fashion-forward and socially responsible brand, utilizing its unique selling proposition of limited edition, custom-made, sustainable pieces to reach its target audience and increase brand awareness.

WEBSITE

The website for Globally Ghetto will serve as the primary digital storefront for the brand and will play a crucial role in establishing the brand’s online presence. The website will be designed to effectively communicate the brand’s unique selling proposition, highlighting its commitment to sustainability and social responsibility.

In order to maximize its impact, the website will be optimized for search engines, making it easier for potential customers to discover the brand through search engines such as Google. The website will be designed to be user-friendly, with a clean and intuitive interface that makes it easy for visitors to navigate and find the information they’re looking for.

In addition to showcasing the brand’s collections, the website will also provide in-depth information about the brand’s environmental and social responsibility initiatives. This information will be communicated through a combination of written content, images, and videos, providing a comprehensive and engaging overview of the brand’s mission and values. The website will also serve as a hub for the brand’s events and shows, providing information about upcoming events, past events, and highlights from previous shows. This information will help build excitement and anticipation among the brand’s target audience, and will encourage them to engage with the brand on a deeper level.

By leveraging the latest in web design and search engine optimization techniques, the website for Globally Ghetto will be a powerful tool for promoting the brand and connecting with its target audience.

MARKETING CHANNELS

Social media platforms: The brand will have a strong presence on popular social media platforms like Pinterest, NFTs, Twitter, and Instagram. These platforms will be used to showcase the brand’s collections, promote brand awareness, and connect with potential customers. The brand will also use influencer and affiliate marketing to reach a wider audience.

Social media

Instagram
Pinterest
SnapChat

Creator platforms

Pearpop
Sunroom.so
TikTok

NFT platforms

Paid Google Ads: Paid Google ads will be used to increase the brand’s visibility and reach more potential customers. This will be done by targeting keywords related to the brand, its collections, and the target audience.
Local events and pop-ups: Globally Ghetto will organize local events and pop-ups during collection launches to create a strong presence in the local market. These events will also be used to showcase the brand’s collections and connect with potential customers.

SEO

To increase the brand’s visibility and reach more potential customers, Globally Ghetto will optimize its website and marketing materials for search engines. This will include using relevant keywords, ensuring that the website is mobile-friendly, and creating high-quality content. The goal is to increase the brand’s visibility on search engines and drive traffic to the website.

Measurements and KPI’s

To measure the success of the marketing plan, Globally Ghetto will use the following KPIs:

Sales revenue: This will measure the overall revenue generated by the brand’s collections.
Cost per lead acquisition: This will measure the cost of acquiring each potential customer through various marketing channels.
Customer lifetime value: This will measure the value that a customer brings to the brand over the entire time they are a customer.
Online marketing ROI: This will measure the return on investment for the brand’s online marketing efforts.
Site traffic: This will measure the number of visitors to the brand’s website.
Conversion rates: This will measure the percentage of website visitors who make a purchase.

INFLUENCERS, AFFILIATES AND CREATORS

Globally Ghetto recognizes the importance of utilizing influencers, affiliates, and creators in its marketing strategy to reach a wider audience and promote its brand. One platform that GG plans to leverage is Pearpop, a marketplace connecting brands with social media influencers. Through Pearpop, GG can partner with influencers who align with its brand values and mission to create sponsored content and reach new audiences.

GG also plans to use Sunroom.so, a platform that connects brands with creators to collaborate on content creation and marketing campaigns. Through Sunroom, GG can work with creators to produce engaging content that resonates with its target audience.

TikTok is another platform that GG plans to leverage to reach its target audience. TikTok is a social media platform that is popular among younger audiences and has proven to be a successful marketing tool for fashion brands. GG plans to create TikTok campaigns that showcase its affordable and trendy clothing options through creative and engaging videos.

By leveraging these platforms and collaborating with influencers, affiliates, and creators, GG can increase its brand visibility and engage with its target audience.

BUDGET

Marketing Budget
	Budget a year	Usage
Influencer & Affliate marketing	€ 5,000	We will use influencers to promote the brand on social media on TikTok and Instagram.
Social Media Manager	€ 3,500	A monthly budget of € 250,- to pay a social media manager and € 40,- for social media tools.
Content Creation	€ 4,000	This budget is used for photography, videography, 3D creation and graphic design.
Pop Up event	€ 5,000	We will host Pop-Up events in 2 cities in collaboration with other brands. Sharing the cost.
Ads	€ 3,000	The budget will be used to run google Ads
NFT	€ 1,500	This will use to create NFT’s and distribute it. It will pay for the
Total	€ 22,000

PR
	Budget a year
Showroom	€ 4,000
PR Fees	€ 3,000
PR Partnership & Samples	€ 1,000
Press Release	€ 1,500
Miscellaneous	€ 2,500
Community management	€ 1000,-
	€ 13,000

MARKETING MIX

Product

Globally Ghetto will offer unique, high-quality fashion clothing and accessories for young adults, with a focus on ethical and environmental sustainability.
Two collections per year will be released, with a mix of pieces previewed to early access customers and pieces revealed at launch events.

Promotion

The marketing strategy will focus primarily on digital channels, such as social media platforms, influencer marketing, and Google ads.
Utilize NFTs and Pinterest to increase brand awareness and reach.
Utilize SnapChat to engage customers through challenges, previews, and discounts.
Organize virtual and physical fashion shows in major fashion cities in target markets to showcase the collections and increase brand exposure.
Use web3 and NFT to promote the clothing.

Place

Globally Ghetto products will be available for purchase online and in select retailers in the UK, USA, West Europe, Kenya, South Africa, South East Asia and Spain.
Local events and pop-ups during collection launches will also be organized in partnership with retailers.

Price

• The pricing strategy will be based on the quality and uniqueness of the products, as well as the target market’s willingness to pay for socially responsible and environmentally conscious fashion.

Measurement

The success of the marketing plan will be measured through metrics such as website traffic, social media engagement, sales revenue, and customer satisfaction.
Continuously analyze and adjust the marketing strategy based on performance data to maximize efficiency and effectiveness.

MARKETING TOOLS

Social Media: Social media will be used to increase brand awareness and reach, engage with customers, and drive traffic to the website. Popular channels such as Instagram, Twitter, and Facebook will be utilized to post content regularly and to communicate with followers. Additionally, influencer marketing strategies will be employed to further increase brand awareness, reach, and visibility.

Social media advertising will be used to expand the reach of Globally Ghetto beyond its current followers. Utilize the robust targeting options on platforms such as Facebook, Instagram, Snap and Twitter to reach specific demographics and interests.

We will analyze customer feedback and reviews to improve the products and customer experience. This approach will increase customer satisfaction, loyalty, and serve as a marketing tool to showcase the brand’s commitment to quality and customer service. Using social media tools such as Telegram, surveys and social media eng ament tools available on the platforms.

We will create emotional connections with the target audience by using storytelling and brand narratives through content marketing and social media.

NFTs: Non-fungible tokens (NFTs) will be utilized to create unique digital experiences that customers can interact with. These digital experiences may include virtual fashion shows, limited-edition collections, and interactive experiences.

Fundraising: The brand will also use its platform to raise funds for Mudua Banana Republic, a socially responsible and environmentally conscious NGO that is slated to be launched in three years. Funds can be raised through sales of exclusive collections, special events, and crowdfunding campaigns.

Public Relations: Public relations tactics such as press releases and media outreach will be employed to create buzz around the brand and its collections. Press releases will be sent to applicable media outlets and influencers, with the goal of raising brand recognition and its mission.

Events: Events will be used to create immersive experiences and bring customers and influencers together. Events will be held at various locations throughout the year and will feature high-profile guests, live music, and interactive experiences.

Sponsorships: The brand will collaborate with relevant organizations and influencers to create unique collaborations and to boost brand visibility.

Partnerships: The brand will search for strategic partnerships with key organizations and influencers in order to increase brand visibility, create special collaborations, and direct traffic to the website.

Content Marketing: Content marketing will be used to produce engaging and relevant content for the website and social media channels. Content will be optimized for SEO and will be used to drive website traffic and engagement.

Influencer Marketing: Influencer marketing will be used to expand brand visibility and interaction with customers. Influencers will be chosen based on their reach, engagement, and relevance to the brand.

Videos: Video content will be used to create engaging and visually appealing content for the website and social media channels. Video content will be optimized for SEO and will be utilized to drive website traffic and boost engagement.

Social Commerce: Social commerce tools will be employed to drive sales directly from social media channels. Social commerce tools will be used to develop shoppable posts, craft exclusive offers and promotions, and encourage traffic to the website.

Collaborations

When launching Mudua as an NGO, we will partner with other organizations and leverage their networks to increase awareness and fundraising efforts.

Such as:

Akosombo Textiles:
Akosombo Textiles is a Ghanaian NGO that specializes in producing sustainable and fair trade fashion. They focus on creating jobs for local artisans, promoting sustainable practices and creating a platform for the exchange of ideas and cultures.
Fair Trade Ghana:
Fair Trade Ghana is a non-profit organization that works to promote fair trade practices in the fashion and textile industry in Ghana. The organization works to create a platform for producers, manufacturers, and designers to come together in order to promote ethical practices.
Ghanaian Fashion Designers Association:
The Ghanaian Fashion Designers Association is an NGO that works to promote the work of Ghanaian fashion designers. The organization works to promote the work of ethical and sustainable fashion designers, while also providing educational opportunities to Ghanaian youth interested in fashion.
Ghanaian Sustainable Fashion Network:
The Ghanaian Sustainable Fashion Network is an NGO that works to promote sustainable fashion practices in Ghana. The organization works to bring together fashion designers, artisans, and consumers in order to create a platform for collaboration and the exchange of ideas.
Fashion Revolution:
Fashion Revolution is an international NGO that works to promote sustainable, fair, and ethical fashion practices. They provide educational resources, organize campaigns, and create a platform for dialogue between fashion industry stakeholders.
Good Cloth:
Good Cloth is a UK-based NGO focused on promoting ethical and sustainable fashion practices. They work to provide support and resources to the fashion industry, while also advocating for better working conditions in the industry.
Fair Trade Fashionista:
Fair Trade Fashionista is a European NGO that works to promote fair and ethical trade practices in the fashion industry. They create campaigns and host events to raise awareness of the importance of ethical fashion practices.
Fashion for Good:
Fashion for Good is a European-based NGO that works to promote sustainable, ethical, and responsible fashion practices. They offer resources and support to the fashion industry, while also raising awareness about the importance of sustainable fashion practices.

We will work with other fashion brands that create accessories and shoes to design and promote collections.

To differentiate Globally Ghetto from other fashion brands in the market by showcasing the brand’s unique value proposition:

SCHEDULE

Strategy (1)

CUSTOMER JOURNEY

MAYA THE URBAN DWELLER

Maya

Behavior patterns

Value comfort and practicality in their clothing choices, while still maintaining a sense of style.

Tend to be active on social media and follow fashion bloggers and influencers for inspiration.
May be interested in purchasing products that reflect their personal values, such as sustainability and ethical production practices.
Look for versatile clothing options that can be dressed up or down and worn in different settings, such as work or social events.
Enjoy experimenting with different styles and incorporating unique pieces into their wardrobe.

Awareness
Maya discovers Globally Ghetto through social media, where she follows fashion bloggers and influencers who promote the brand. She is drawn to the brand’s street-wear inspired clothing that is versatile and sustainable, and she clicks through to the website to learn more.
Purchase
Maya decides to make a purchase and selects a few items from the website. She feels good about supporting a brand that aligns with her values and appreciates the brand’s customer service and easy checkout process.
Consideration
Maya browses the website and is impressed with the brand’s commitment to sustainability and ethical production practices. She likes the unique pieces and finds the clothing comfortable and practical. She compares prices with other brands, reads customer reviews, and considers purchasing.
Post Purchase
Maya receives her clothing and is happy with the quality and fit. She shares her purchase on social media and leaves a positive review on the website. She also receives an invitation to join the brand’s loyalty program and is excited to receive exclusive discounts and offers.
Advocacy
Maya becomes a loyal customer and continues to purchase from Globally Ghetto. She recommends the brand to her friends and family and shares her positive experiences on social media. She also participates in the brand’s fundraising efforts for Mudua Banana Republic and feels good about supporting a brand that is committed to making a positive impact.

Globally Ghetto will utilize a variety of marketing tools to reach and engage with Maya and other urban dwellers in Barcelona, including social media, influencer marketing, NFTs, fundraising, public relations, events, sponsorships, partnerships, content marketing, videos, social commerce, and collaborations. By creating emotional connections, promoting sustainability and ethical production practices, and offering unique and versatile clothing options, Globally Ghetto aims to become a go-to brand for urban dwellers who prioritize comfort, style, and values.

Maya is a 22-year-old urban dweller who is a student and part-time worker. She values comfort and practicality in her clothing choices while maintaining a sense of style. Maya follows fashion bloggers and influencers on social media and is interested in sustainable and ethically made fashion. She is drawn to street-wear inspired clothing that can be worn in a variety of settings, and she is open to experimenting with different styles. To reach Maya, Globally Ghetto plans to use social media, NFTs, fundraising, public relations, events, sponsorships, partnerships, content marketing, influencer marketing, videos, and social commerce. Maya discovers Globally Ghetto through social media, browses the website, and appreciates the brand’s commitment to sustainability and ethical production practices. Maya makes a purchase, shares it on social media, and leaves a positive review. She also receives an invitation to join the brand’s loyalty program and is excited to receive exclusive discounts and offers.

COMING SOON

PR PLAN

GOAL AND OBJECTIVES

Goal: To increase brand awareness and reputation through media coverage and influencer partnerships.

Target Audience: Fashion industry influencers, lifestyle bloggers, fashion editors, and fashion enthusiasts.

Objectives:

Secure coverage in at least two fashion industry publications within six months.
Partner with at least five fashion industry influencers within six months.
Increase social media engagement by 20% within six months through influencer partnerships and media coverage.

STRATEGIES

Partner with PR showrooms to showcase the brand’s collections and increase visibility among fashion industry influencers and editors. Identify and reach out to PR showrooms that align with Globally Ghetto’s brand and target audience.

Provide showrooms with high-quality images, product descriptions, and brand information to showcase the collection to potential customers. Host a showroom event to showcase the collection and engage with influencers and editors. Leverage PR bureaus and freelancers to secure media coverage and influencer partnerships. Identify and reach out to PR bureaus and freelancers that specialize in fashion and lifestyle PR.

Provide bureaus and freelancers with press releases, high-quality images, and product samples to secure media coverage.

Work with bureaus and freelancers to identify and partner with fashion industry influencers to increase brand awareness and social media engagement.

TACTICS

Host a showroom event in Barcelona, Amsterdam, Paris and Berlin (this will be later expand to New York, LA, Tokyo, Johannes Burg, Lagos and Bangkok) to showcase Globally Ghetto’s latest collection to influencers, editors, and buyers.
Conduct media outreach to secure coverage in fashion industry publications such as Vogue, Harper’s Bazaar, and WWD.
Partner with five fashion industry influencers with a strong social media following to create content featuring Globally Ghetto’s products.
Develop and distribute a press release announcing Globally Ghetto’s commitment to sustainability and ethical practices.

MEASUREMENT AND EVALUATION

Track

Track media coverage in fashion industry publications and social media engagement to measure the effectiveness of the PR strategies.

Monitor Monitor website traffic and sales data to determine the impact of media coverage and influencer partnerships on brand awareness and revenue.

Conduct Conduct a post-campaign survey to gather feedback from influencers, editors, and customers on their perception of the brand and its products.

CRISIS MANAGEMENT

Introduction:

Globally Ghetto recognizes the importance of having a crisis management plan in place to protect its brand reputation in the event of any negative publicity or events that may impact the brand’s image. A crisis management plan is essential to minimize the damage caused by negative incidents and to ensure the brand’s continued success. This plan outlines the steps to be taken in the event of a crisis, including the procedures for managing communications, mitigating risks, and protecting the brand’s reputation.

Crisis Management Team: Globally Ghetto will establish a crisis management team responsible for managing crises as they arise. The team will consist of representatives from key departments, including marketing, legal, human resources, and public relations. The crisis management team will be responsible for assessing the situation, developing a plan of action, and implementing it as quickly as possible.

Monitoring and Identification: To be prepared for potential crises, the brand will monitor its social media channels, online forums, and other channels where conversations about the brand occur. The brand will use monitoring tools to identify potential issues before they escalate, allowing for early intervention and mitigation.

Response Plan: Globally Ghetto will have a response plan in place to ensure a quick and effective response to any crisis. The plan will include the following steps:

Assess the Situation: The crisis management team will assess the situation to determine the scope and severity of the crisis and its potential impact on the brand.
Notify Key Stakeholders: The crisis management team will notify key stakeholders, including senior management, legal counsel, and other relevant parties.
Develop a Plan: The crisis management team will develop a plan of action to address the crisis, including communications, mitigating risks, and protecting the brand’s reputation.
Execute the Plan: The crisis management team will execute the plan, including communicating with the public, addressing legal issues, and implementing any necessary changes to mitigate risks.

Communications: Effective communication is critical in a crisis situation. Globally Ghetto will develop a crisis communication plan that includes the following:

Spokesperson: The brand will identify a spokesperson who will be responsible for communicating with the public and the media.
Messaging: The crisis management team will develop key messaging to address the crisis and provide updates as necessary.
Channels: The brand will use various communication channels, including social media, press releases, and its website, to provide updates and respond to inquiries.
Timing: The brand will ensure that communication is timely and accurate, providing updates as the situation evolves.

Training and Testing: The crisis management plan will be regularly reviewed, updated, and tested to ensure its effectiveness. The crisis management team will be trained in crisis management and communication to ensure a coordinated and effective response in the event of a crisis.

Conclusion: Globally Ghetto recognizes the importance of having a crisis management plan in place to protect its brand reputation. By monitoring potential issues, having a crisis management team, and developing a response plan, the brand is well-positioned to handle any potential negative publicity or events that may impact the brand’s reputation. Through effective communication and training, the brand can mitigate risks and ensure its continued success.

Nova

Behavior patterns

Early adopters of new technologies
Interested in combining passion for fashion and digital art
Value authenticity, exclusivity, and sustainability
Willing to invest in pieces with deeper meaning or story
Highly active on social media
Part of online communities and forums
Share their passion for NFT fashion
Seek out unique and innovative ways to express personal style

DAY TO DAY OPERATIONS

MONTHLY OPERATIONS

January – March:

Design and development of new product line by a team of designers, using sustainable materials as much as possible.

Procure materials from suppliers and vendors.

Prototype production and testing of new product line.

Finalize product designs and prepare for bulk production.

Plan the exclusive line

April – June:

Begin bulk production of new product line in a manufacturing facility.

Quality control checks and inspections to ensure that products meet the desired standards.

Prepare for launch of new product line by creating marketing materials, developing social media campaigns and influencer partnerships, and organizing launch events.

July – September:

Launch the new product line globally, with a focus on key markets.

Continue production and manufacturing of new product line.

Monitor sales and performance metrics and adjust marketing and production strategies as needed.

Expand partnerships with retailers and wholesalers.

October – December:

Prepare for the holiday season by creating special promotions and holiday-themed products.

Increase production of top-selling products to meet demand.

Offer special promotions and discounts to drive sales.

Review and analyze performance metrics for the year and make any necessary adjustments for the following year.

Overall, the key to executing Ghetto’s plan on a global scale will be to develop a streamlined and efficient production process that allows for quick turnarounds and high-quality products, while also establishing strong partnerships with retailers, wholesalers, and influencers to promote and sell the products. It will also be important to continually monitor performance metrics and adjust strategies as needed to stay competitive in the market.

ORGANIZATION STRUCTURE

Design and Product Development: Led by professional agency AVDG Creative, responsible for designing and developing new fashion products.

Founder/CEO: Akua Theresa Gyamfuwaa (fashion designer and digital marketing specialist)

Production and Operations: In charge of managing the production of the fashion products, with the support of Nana Kwame GMOA (teacher and community leader in Gomoa Ghana) and Ayuba Yaw Benyin for managing Ghanaian tailors. NFT production managed by NinjaPromo.

Sales and Marketing: Responsible for promoting and selling the fashion products, with the support of Naim Agency and NinjaPromo.

Finance and Accounting: Responsible for managing the financial resources of the fashion brand, with the support of Gestor Jose Maria and Ayuba Yaw Benyin for accounting and data analysis.

Human Resources: In charge of recruiting, training, and managing the employees of the fashion brand, led by Founder/CEO Akua Theresa Gyamfuwaa.

Customer Service: Responsible for ensuring customer satisfaction and handling customer complaints, led by Founder/CEO Akua Theresa Gyamfuwaa.

IT and E-commerce: Responsible for managing the online presence and technology infrastructure of the fashion brand, with the support of Ayuba Yaw Benyin.

Founders background:

Webdesign and e-commerce management
Graphic design and fashion design
Digital marketing

In the years to come Globally Ghetto will hire in-house marketing, development and design team in the professional field.

COST EXPENSES AND BALANCE

SALES FORECAST

The sales forecast for Globally Ghetto provides a five-year projection of expected revenue based on the number of collection pieces sold and the average price of those pieces. The forecast takes into account custom-made pieces and income generated from NFT sales. In addition, the table includes estimated start-up costs, operating expenses, and projected net income for each year. The sales forecast provides a valuable tool for the company to plan its production, marketing, and financial strategies to achieve its business goals.

Untitled

EXPENSE FORECAST

Expenses and Income are shown in Euros for Year 2 and Year 3. The Start-up Costs include AVDG Creative professional agency fees, production and operations costs, Naim Agency marketing agency fees, NFT production costs, website design and development costs, graphic design costs, legal and administrative fees, for a total of €84,000 in Year 2 and €101,640 in Year 3.

Operating Expenses for Year 2 and Year 3 include Salaries and Wages, Rent, Marketing and Advertising, and Office and Equipment Expenses, for a total of €124,157.50 in Year 2 and €150,230.58 in Year 3. The total expenses for Year 2 is €208,157.50 and for Year 3 it is €251,870.98.

It is important to note that the actual expenses may vary depending on the business operations and other factors, and it is necessary to review and adjust the forecast regularly.

BREAK EVEN ANALYSIS

Total Production Price	Total Income	Total Fixed Costs	Costs	Total Variable	Break Even Point
€ 37,200	€ 238,700	€ 84,000	€ 114,600	€ 30,600	478.1
€ 55,800	€ 382,800	€ 101,640	€ 147,240	€ 45,600	489.3
€ 83,700	€ 558,900	€ 122,984	€ 191,384	€ 68,400	520.3
€ 118,050	€ 772,350	€ 148,811	€ 240,611	€ 91,800	571.8
€ 118,050	€ 1,158,400	€ 180,061	€ 303,811	€ 123,750	633.2

By globallyghetto

17/03/2023