| Summary: | 碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 98 === Just Love Someone (JLS) is a social enterprise initiative set out to leverage the growing consumer awareness of social responsibility through fashion. By creating a brand that embodies high quality, high fashion and giving back, Just Love Someone is not out to change consumer buying habits, but to add an effortless incentive in making them.
I conducted an anonymous survey on April 10, 2010; the sample size was 100 people between the age of 15-50+, of the people surveyed 37% responded that they shopped for clothing and made a purchase once a month, while 33% said they shopped for clothing and made a purchase twice a month. Of those polled, 30% said they spent $50 on every purchase they made, while 35% said they spent between $50 -100. The ironic part is that when the same participants were asked to select their views on donating money, 45% said they wish they could, but didn’t have the money to spare… and 15% said they would donate more if it required less effort.
JLS is offering the consumer an incentive to give back to a child without exerting any more energy than completing the purchase they were already out to make. Through offering a Mens, Womens, and Infant t-shirt line comparable to our competitor’s price, quality, and style - JLS shirts differentiate themselves by their purpose and signature armband on the base of every left sleeve. 15% of the net profits from every shirt sold will be given back to the Just Love Someone Foundation. A non-profit organization set out to assist the United Nations ‘Global Education for All’, by providing school supplies and scholarships to children around the world.
The target customers are those surveyed above, the boutique consumer, and the 70% of world wide consumers who responded to Proctor & Gambles Corporate Marketing Director, Roisin Donnelly, on February 10, 2010 that they would buy a more sustainable product so long as they didn’t have to make a trade-off in price or performance. Where Americans stand prepared to punish companies they perceive as having negative practices, they will also reward those companies who meet their high expectations with their business. In a Cone Corporate Citizenship survey conducted in 2004, 84% said they would likely switch from one brand to another if a brand was associated with a good cause. Through the combination of a social incentive and a high quality product, this company is setting out to alleviate the problem for the consumers who would donate, but don’t have ‘spare’ money outside of shopping, and is simplifying the process for everyone else.
Starting with online sales through justlovesomeone.com and expanding to boutiques across the United States – JLS has plans of expanding to a jewelry and business casual clothing line for young adults in the near future. JLS has one committed buyer, livebrazilian.com and a verbal agreement for collaboration on a limited edition t-shirt with the company Brazilets. Brazilets is a celebrity endorsed bracelet line.
Based off of data from the Euro Monitor International Country Sector Briefing – United States Clothing (September 2009), by shifting a small niche (.00075%) of the United States shirt industry, JLS will be able to donate $2,869.98 and have a positive net income of $11,384.25 in year one.
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