Acquisition project | Unforus

Setting the Ground : Un, The Sustainable Fashion Allegiance

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Unforus , an upcycled sustainable fashion brand which upcycles high quality denim from fashion waste. The brand is in PRE-PMF stage in India. The initial website has been just laid about with only few collections listed currently on the website. The collection involves - Accessories, which involves Upcycled Denim Campaign Cap, Upcycled Denim Campaign Hat and Reversible Upcycled Tote Bag along with Upcycled Jackets and Reconstructed Kimonos. There are other new categories of products which we are going to list in coming months- Jeans (Bleached Jeans, Sashiko Jeans and Rip Repair Jeans) , Vest along with our two core collections -

1. Pledge Collection (Include Jeans, Shorts, Skirts, Dungarees, Jackets as categories)
2. Re-Street Collection ( Include Jeans, Shorts, Skirts, Dungarees, Jackets as categories)

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Our products are priced from medium-premium to premium price range starting from 699/- to 6999/-. The avg ASP of the products is around 2500/-.

Instagram Page of the Brand- Unforus_in​

Understanding the context about the Product, User and the Market-

​Understanding the context about the Product -

Features of the Product-

• Unique, One-of-a-kind Upcycled Denims
• Each upcycled product saves 3600 litres of water and 15 tonnes of CO2 emissions
• Timeless and Vintage Denim Pieces from around the world

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USP of the Product-

Exclusivity and Individuality factor with one-of-a-kind upcycled denims that no one else in the world will have apart from you + Saving 3600 litres of water + saving 15 tonnes of CO2 emission

How will it benefit the users?

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Most brands achieve sales by appealing to specific emotions and signaling particular values to consumers. For Un, the appeal lies in offering exclusivity and individuality, allowing customers to feel a sense of pride and accomplishment. Purchasing from Un not only satisfies a desire for unique products but also reinforces a consumer's commitment to sustainability. This "Feel Good" factor, coupled with the exclusivity of the products, aspires consumers to make purchases, feeling assured that they are taking conscious steps towards a more sustainable future.

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Current Website Flow-

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Go to website url (Homepage) > User scrolls the Homepage to get a better context about the brand > User goes to navigation bar and can shop from the 3 categories available on the website OR Pre-Order any of the garment that existing users want.

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(Note- We have organised several Pop-Up's in and around BLR, Mumbai and Chennai), so some people are familiar with the rest of the categories which have been not been listed on the website yet and they can PRE-ORDER them, if they want)

Experience of People during our Pop Up's ( Customers & Feedback) + additional reviews via Whatsapp

Understanding the user

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ICP Prioritisation framework

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The 2 ICP for our product can be Ujjwal and Anagha for following reasons:

>> They both have a low adoption curve as they both love one of a kind, brand story and exclusivity of the denims.

>> The frequency of these users would be high with them trying each and every unique piece of different collections. They both don't have any concerns with the price point of the denims.

>> The distribution potential for these users is high as the brand deals frequently in online store & Pop-Up events in their cities. Once their brand size is noted, the user preferring to shop offline can be easily converted to an online shopper. Whereas the blocker for Hot Weather can be changed wrt to change in environment, like wearing the denim in theatre.

The 2 ICP's also be put inside NERDISHLY COOL EMPATH personality bucket i.e. who seek meaning in everyday actions. They care to go deep, open-minded and eager to learn new things.

Product Category/Market-

Direct Competitor - Premium Denim Brands

Indirect Competitors - Sustainable Fashion Brands like Doodlage in India

Top 3 Competitors in India:

Calvin Klein, Armani Jeans and Doodlage (based on their annual revenue)

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Unforus

Strengths:

• Competitive Pricing
• High Quality Sustainability Focused Denim, Upcoming Market worth $6.5 Billion worldwide
• Unique and Exclusivity of each denim

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Weaknesses:

• Absence of offline stores since it's an upcoming brand
• Non availability of every SKU in every size since each item is unique

Positioning Unforus​

• Niche : Focus exclusively on upcycled denim, highlighting unique, one-of-a-kind pieces.
• Relative Affordable Denim Sustainability as a Bonus : Offer high-quality, sustainable denim at competitive prices, attracting eco-conscious but price-sensitive consumers.
• Brand Story: Emphasize the journey from waste to fashion, showcasing supply chain transparency to build trust.

Un TAM, SAM and SOM:

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• 81 Lakh People in India Earn more than 10 Lakh Rupees in 1 year. (Link)
• According to a survey by Cotton Incorporated, 74% of Chinese consumers (Similar number for India as well) own jeans, indicating a high prevalence of denim wear among the population. (Link).
• Lets Assume 70% of Men Wear Denim and 50% of Women Wear Denim and a 50-50 Split in Population.

i.e.

>> 28 Lakh Men wear denim

>> 20.25 Lakh Women wear denim

>> So, Total Denim Wearers in India who Earn More than 10 Lakh per Annum ~ 48 Lakh

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• Globally 72% of High Income Earners believe that climate change is an emergency. (Link)
• So 72% of Total Denim Wearers in India who Earn More than 10 lakh per Annum ~ 34.5 Lakhs
• SOM initially is Tier 1 Cities ~ 40% of 34.5 Lakh = 13.8 Lakh People (where people are aware and educated about sustainable fashion)
• Market Size: Assuming people spend average of 10k per year to buy denims x 13.8 Lakh = Rs 1380 Crore

The Core Value Proposition | Unforus

• The Core value proposition is to provide one of a kind upcycled pieces that no one else will have the exact same piece in the world along with saving 3600 litres of water, like giving out to the planet more instead of taking in to nerdy cool empaths (millenials) who seek meaning in everyday action and have their own individualistic choices are concern about the climate.

Channel Decision Framework-

The Channel Decision Framework for a Product like Upcycled denim which is trying to find PMF in India, should revolve around in deciding the channels that are cheaper, faster and feedback driven.

The 3 channels that we would go ahead with are:

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1) Referral Program:

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1. Define the Brag-worthy Thing:

Unique Selling Proposition (USP): Unforus offers unique, one-of-a-kind upcycled denim products that are not only fashion-forward but also contribute to a sustainble environment and extending the life of each denim they have rescued and upcycled from fashion waste.

2. Content Loop:

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People Shop unique, one of a kind, trendy and upcycled denim > Get's an AHA moment because of the exclusivity and individuality that the product offers that no one will ever own the piece which their owning > Share about the one-of-a-kind find with their Friends/Colleagues

Customers would keep talking about how the product is one of a kind to them as well as to the planet. It's a 1:1 benefit.

3. Define Platform Currency:

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Rewards: (Money + Dopamine + Fame)

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Tier 1: 20% discount for one successful referral.

Tier 2: A freebie accessory from an exclusive selection after five succesful referrals.

Tier 3: An exclusive sustainability-focused hamper with organic skincare + store credits + shootout (Fame factor) on IG page for ten succesful referrals.

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4. Define Referral Flow:

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How will we validate User Happiness and he is ready to give a referral:

Existing User Flow:

• User Happiness Validation : So specifically for our product, we have held many pop ups in tier 1 cities and people have shopped from us very happily and posted pictures of them tagging us on their instagram and giving feedback on their stories that how they have liked the vibes of our denims and mission of our brand and asked their followers to check our brand.
• Moreover, we have their mobile and email addresses with us, which they willingly gave us on priority, so that they should know about our Limited edition drops.
• We can notify our existing Happy Customers about our referral program through a Whatsapp message
• The Whatsapp message that we can send to our Happy existing Customers would be like-

🌟 Hello there! 🌿 Thank you so much for being a vibrant part of our Unforus community. Your enthusiasm for mindful fashion really fuels our mission.

Exciting news just for you! Want to increase your impact and enjoy more benefits? 🎉 You can now get up to 20% off on your next purchase by simply referring a friend, family members or a colleagues It’s easy, rewarding, and doubles the sustainability impact!

👉 Click the link below to start sharing and unlock your discount: Start Referring Now (Link to referral page on website)

Together, let's make our fashion choices matter even more! 💚

• The existing user gets to redirected to the referral program webpage on the website
  
  

Referral Webpage of the website design-

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Title: Spread the Style, Share the Savings!

Subtitle: Join our eco-chic circle and unlock fabulous rewards with every friend you refer.

How It Works Section

• Step-by-Step Guide:
• 1. Share Your Unique Referral Link:
  2. • "Send your personalized link to friends and family."
  3. Your Friends Make a Purchase:
  4. • "When your referral make their first purchase using your link, they receive 500 store credits."
  5. Earn Your Rewards:
  6. • "After one successful referral you get 20% off on your next purchase."
       
• Visuals: Use engaging graphics showing happy customers wearing the brand.

Share Section

• Buttons for Social Sharing:
• • "Invite via WhatsApp Button"
  • "Copy Link Secondary Button"
• Instructions: "Click to share directly or copy your link to send it however you like!"

Your Referrals Tracking

• Progress Tracker: Visual display of the number of referrals and the rewards earned.
• Text: "Track your referrals here to see how close you are to your next reward!" (Referrals will automatically be tracked with the Login creds of each user and codes of referrals would be displayed in separate My Coupons Webpage )
  
  

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• Communication of the Referral Communication message:
  
  🌟 Hey! I've found something amazing and had to share it with you. Unforus offers incredibly stylish, sustainable denim that's truly one-of-a-kind. Every piece tells its own story, and they're all about positive impact on our planet. 🌍✨
  
  Plus, if you use the code GOGREEN500 on your first purchase, you'll get 500 Store credits! It's a win-win. You get super cool denim, and we both support a greener earth. 🍃
  
  Check them out here: https://www.unforus.in/ . Let's make our wardrobe as sustainable as our values! 🙌

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New User Flow

1. Post-Purchase Experience:
2. • Send Product Delivery Confirmation:
   • • Notify the customer that their product has been delivered and thank them for their purchase.
3. Collect Feedback:
4. • Send a WhatsApp Message for Rating.​

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🌟 Hello! We hope you're loving your new Unforus purchase. We'd love to hear your thoughts! Please rate your experience with us from 1-5, with 5 being the happiest. Your feedback helps us improve and serve you better. 😊

1. Positive Feedback Response:
2. • If the Customer Rates 4 or 5:
   • • Send a follow-up message similar to the one sent to existing customers, encouraging them to join the referral program.

Follow-Up WhatsApp Message Template for New Users with Positive Ratings:​

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🌟 Thank you for your wonderful feedback! 🌿 We’re thrilled to hear that you enjoyed your Unforus experience. As a token of our appreciation, we invite you to join our referral program and get up to 20% off on your next purchase by simply referring a friend, family member, or colleague. It’s easy, rewarding, and doubles the sustainability impact!

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👉 Click the link below to start sharing and unlock your discount: Start Referring Now [Link to referral page on website]

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Together, let's make our fashion choices matter even more! 💚

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2) Content Loop:

Content Creator: The content creator in this loop is Shreya, who will speak at sustainability community meet-up events (frequently happens every alternate week ) like Sustainability Mafia ( which are free to attend and have the participation of 100-200 people interested in sustainable fashion/climate domain), both online and offline, primarily in tier 1 cities (like BLR). During these talks, Shreya will wear Unforus denim products (like jackets or jeans) to showcase the high quality and sustainable nature of the apparel. This direct interaction allows attendees to see and feel the quality of the products firsthand.

Hook:

Talk about Brand Story and implications about climate change and how we are combating it through slow fashion, which everyone loves. Buy a denim that is good for you and better for the planet. Let's make a difference together!

This hook targets already interested sustainability-focused individuals by combining fashion with sustainability, presenting a solution within their interest area. The message is designed to be exciting and engaging, making it an appealing entry point for potential customers.

Distribution Channel: Community Event and LinkedIn will serve as the primary distribution channel. Highlights from the events, including group pictures with the products, will be shared on LinkedIn. The posts will include links to Unforus's website and Instagram page, enhancing reach and engagement. Additionally, at the event and through LinkedIn, a feedback form will be circulated to gather insights from both attendees and those who could not attend the events (as anonymous individuals). This honest feedback will be crucial for continuous improvement and customer acceptance of the products.

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In-Product Flows:

1. Event Participation: Attendees experience the brand story through direct engagement during the talk and can see the products in use, as the orators are wearing it.
2. Social Media Engagement: Following the event, attendees and LinkedIn users who are interested in sustainable fashion domain view the event highlights and are directed to Unforus's digital platforms.
3. Feedback Collection: At the event and through LinkedIn, feedback forms are distributed to gather actionable insights from the audience as anonymous responses, which can help to gather honest and genuine feedback which can help to refine future designs and marketing strategies.
   
   
   
   

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3) Organic Search

For Organic Search as a channel while considering our ICP's, we would use the keywords in different categories to make BLOG section webpage on the website.

The searched keywords for our brand (in different categories) with associated metrics can be found below:

(As our brand is new in sustainability space and not a significant portion of people are aware about it, we don't have any volumetric keywords related to our brand)

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SEO Optimised BLOG for our website-

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Title: Say Hello to Sustainable Fashion: How Unforus Is Embracing Slow Fashion

Search Description: Explore the transformative world of sustainable fashion with Unforus and discover how our upcycled denim is not just saving the planet but also setting trends. Join us in making eco-friendly choices that look great and feel even better.

Why Sustainable Fashion is the Future?

The fashion industry, one of the largest polluters globally, is undergoing a profound transformation towards sustainability. At Unforus, we are spearheading this movement in India, crafting denims that stand out not just for their style but also for their positive impact on the planet.

H1: Sustainable Fashion vs. Fast Fashion: What's the Difference?

Unlike fast fashion, which depletes resources and generates significant waste, sustainable fashion minimizes environmental impacts. This ethical approach extends beyond mere production to include the upcycling of discarded materials and ensuring the longevity of each garment's life.

A Closer Look at Upcycling vs. Recycling

While both practices aim to reduce waste, upcycling transforms waste into products of higher quality or value, whereas recycling converts waste into a similar product. At Unforus, our focus on upcycling denim underscores our commitment to innovation and quality, ensuring that every piece is not only unique but also a testament to sustainable luxury.

H2: The UnForUs Commitment to a Greener Planet

Our dedication to sustainable fashion is unwavering. By utilizing upcycled materials, we not only reduce fashion waste but also save approximately 3,600 liters of water per denim, proving that eco-friendly choices can coexist with chic, timeless style.

H3: Key Features of Un Denim

Unique, One-of-a-Kind Upcycled Denims: Each piece is a singular work of art, embodying exclusivity and individuality. Owning a Un Denim means you wear a story; no one else will have the same piece.

Eco-Efficiency at Its Best: Our process conserves up to 3,600 liters of water and prevents 15 tonnes of CO2 emissions per piece, making a significant impact on our carbon footprint.

Timeless and Vintage: Our classic, vintage denims are expertly upcycled from fashion waste sourced globally, making each piece a must-have addition to any wardrobe.

H2: Beyond Clothing: Embracing a Zero Waste Lifestyle

Embracing a zero-waste lifestyle is a holistic approach to sustainability that extends beyond your wardrobe. At Unforus, we encourage you to adopt practices that reduce waste in all aspects of life, from minimizing plastic use to choosing green products.

H3: Sustainable Gift Ideas for Every Occasion? We got You!

Looking for the perfect gift? Opt for sustainable choices that delight and contribute to environmental conservation. Our range of upcycled accessories and one-of-a-kind denim pieces ensures that your gift is as unique as it is eco-friendly.

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