Merchandise
Plan
By exploring sustainable practices and the rights of workers, Planet Gucci focuses on the effects of raised wages in and out of Italy as well as and consumerism. The project makes the argument that wages can be raised, while implementing workers unions in various segments of Gucci's supply chain.
THE FUTURE HIVE
Completed as a separate fashion scholarship submission, the merchandising plan for Planet Gucci expands on the design project and the prompt of sustainability. By focusing on consumerism and wages in a more in-depth lens, Lauryn was able to make an argument that higher wages would give workers the opportunity to buy greener. This would be the first step in a more sustainable world and fashion industry.
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In the discussion of wages, Planet Gucci talks abut the no-wage minimum in Italy and how most are paid by what is "fair." Lauryn then explored offshoring, specifically locations of suppliers and manufacturers in Gucci's public tier information. She delved deeper into India's wages since Gucci had so many ties with them in the supply chain. Lauryn made the argument that wages should be raised in countries where that are being taken advantage of through offshoring. She also made the argument that wages couldn't be the same as Italy, or India's economy would have higher inflation.
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In addition, a 6 month plan was developed equating to a 36 million dollars in sales. The clothing will be applicable to current Gucci endeavors such as GUCCI MX, digital endeavors, and made to order options to align with sustainability.
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Meet Astraa Angelini, the target persona, market, narrator, and character that leads Gucci consumers into a more sustainable future! She will be found in the marketing campaigns and digital endeavors to fully immerse consumers into a new wave of thinking!
