Made & More (www.madeandmore.com) is an e-commerce specialising in fashion and dedicated to consumers who want to know the origins of the products they purchase. Made & More has as its mission to detect the most trendy sustainable fashion brands, to help the fashion industry grow while respecting labour and the environment.
Made & More offers total transparency regarding the origin and the manufacturing procedures of the goods sold by showing consumers the origin of the products they purchase.
Made & More markets more than 20 brands: apparel, shoes, costume jewellery, accessories and stationery. These products respect the criteria of Slow Fashion: local manufacturing (only in Europe) on a small to medium-sized scale and respect for labour and the environment.
Made & More now has clients in 6 countries: Belgium, France, The Netherlands, Germany, England and Ireland.
1.2 million... This is the number of jobs that were lost in the textile industry these last year. For years, globalization and the constant research for low-cost products has led to a massive leak of skills acquired for hundred of years in Europe, and therefore, jobs.
The fashion industry is one of the most polluting industries (2nd after the petroleum industry according to the Danish Fashion Institute) and it is one of the least transparent industries with regard to conditions of manufacturing.
Some facts and figures:
- The collapse of the Rana Plaza Building in Bangladesh caused the death of more than 1,000 persons (the building housed textile workers for fast-fashion brands including Benetton, H&M and Mango)
- More than 2,000L of water are needed to produce one T-Shirt
- 40% of the shoes imported from Bangladesh into Europe contain Chrome 6, a substance which is highly dangerous and prohibited in Europe
- The ILO (International Labour Organisation) believes that there are 170 million child workers in the world, the majority of them in the textile industry, and they are needed to meet demand coming from Europe and the USA (Josephine Moulds ,The Guardian & Unicef)
- The number of jobs lost in the textile industry in Europe between 2004 and 2009 has reached 1.2 million (Fashion United)
- The production of wool requires 3x less energy than the fabrication of polyester and 4x less than for nylon or acrylic
Today just as in the food industry, the fashion industry is subject to the same demands from consumers. The consumer wants to know who is producing his or her garments, to know about the quality, respect and support for his or her local economy. The demand is there, but supply remains very restricted.
Ethical fashion, a growing market
- The responsible consumer market is a promising and growing market. Estimates show that ethical fashion in 2015 will represent between 5 and 15% of overall sales in apparel (compared to 1 to 2% in 2009). 80% of the French population say that companies do not give them enough information about the manufacturing conditions of their products (2013, GreenFlex report).
- According to the same report, in 2013 38% of the French say they prefer to buy from companies that maintain local manufacturing (‘I completely agree’ got 4 percentage points more compared to 2012). 40% say they prefer to buy products made at a distance of ‘zero km’ and 41% say that they would be more likely to buy fair trade products if they were made in France.
- 21% of the French have already bought an ethical or responsible fashion product and 70% think that this justifies a higher price (IFM, Institut Français de la Mode (French Fashion Institute) ). 51% of those surveyed believe that today you can find fashionable ethical garments, but one-third of those under 35 years of age do not agree. .
Just as for the food industry, which has seen an explosive growth in demand for local foods, good quality and organic food (and the Slow Food movement), the fashion industry, which counts for more than 400 billion USD in Europe, is seeing the same increase. The consumer is demanding the same transparency while the supply still remains very limited.
The solution? Slow Fashion rests on 3 pillars:
- local manufacturing
- small or medium-sized scale of production
- doing everything while respecting the workers and the environment
Made & More today has 23 brands that meet these criteria.
Starting in the spring of 2016, we also will be marketing our own Made & More collection consisting of a dozen timeless basic articles made in Belgium and in France. Styling is provided by a Belgian designer based in Paris.
Made & More’s own brand - Inspiration
Made & More shows you where your garments are manufactured
How can we guaranty to the consumer that the articles are locally manufactured and that the conditions have been met? We meet with the manufacturers, visit the workshops and make video recordings to show our clients where their garments are produced. Here are some videos already made:
At Antiform. Bristol. Angleterre.
At Delphine Quirin. Liège. Belgique.
At Pantherella. Leicester. Angleterre.
More videos are available on Vimeo: https://vimeo.com/madeandmore
The commercial strategy of Made & More is based on optimisation of acquisition of new clients for the 3 sales channels through increase in its brand recognition, with particular attention directed at clients so as to build a loyal clientele.
Made & More is building its communication on proximity to its clients using social networks (Facebook, Instagram, Pinterest, Twitter), press releases, relationships with Belgian and French bloggers and dissemination of newsletters.
The image promoted by Made & More is an image of chic, affordable, trendy and ethical garments. Transparency concerning the products is provided by video clips that we make in our manufacturers’ workshops.
The customer experience is key for Made & More.
The sales strategy of Made & More is structured as follows:
- Pop-up stores: they allow us to meet with the end-user directly, all of which creates an exclusive element (since it is temporary). A unique occasion to touch and try the products sold in the Made & More line. These pop-up stores will be located in large Belgian and French cities.
- online sales via e-commerce : the clients can do their shopping online, 24/7.
- Sales in the home: between friends, at home. This creates an intimate and joyful ambiance, an opportunity to shop at home.
- Professional resellers (representative offices/agents): to place Made & More’s own collection in other boutiques (Belgium, France and other European markets). Our objective is to market our own Made & More brand in Europe in order that it be sold in multi-brand boutiques (for example: Colette in Paris).
The sales price of the garments by Made & More varies between €11.95 and €299. The average sales price of garments from the Made & More brand will be €110.
Made & More will enter international markets by deploying Pop-up stores in large European cities and through marketing its own Made & More brand in Europe.