BRANDING
THE CHANGE,
HOW DO I WORK?
the fabric connector
connect
by
insights
POSITIONING | MARKETING
STRATEGY I CREATIVE COPY | CONCEPT & DESIGN
Growing up in an Amsterdam textile family, Bas Slootman was quickly captivated by fashion. During his Business and Social Impact studies, he discovered the enormous textile waste of leftover fabric. 'Wrongly, because many of these substances are of high quality and yet easy to use. Moreover, they are cheaper, immediately available, sold in smaller quantities, preventing waste and, slowing down new production.' He felt the urge to do something and involved his father (who has a background in textile imports) in his plans..
The Fabric Connector was soon born. It is the first Dutch company that focuses directly on deadstock fabric*. The digital platform connects suppliers with designers. The starting phase is difficult. Suppliers don't want to upload their surplus of fabric if there are no buyers, and designers can't be encouraged to invest in these fabrics if there's nothing to see.
Currently, we're facing a tipping point in the fashion industry, where consumer moral demands are becoming increasingly important to a brand's sustainable choices. That is why this marketing strategy focuses on three groups, the suppliers, the designers, and the end user (the consumer).
​
To get in touch with suppliers, we opt for a face-to-face approach because word of mouth is ultimately the most profitable in this environment.
We tempt the designers with attractive images of deadstock. And finally, we focus on the end consumer (and the industry) by sharing all kinds of intriguing facts and quotes about deadstock. A clear, recognizable, and powerful voice is created, combined with a clean identity that serves the message and makes use of the power of repetition.
The approach seems successful, currently, The Fabric Connector has a stock of 200,000 meters, partnerships with national and international platforms, and collaborations with various apparel industries.
*Dead-stock fabric is a surplus of fabric that was initially produced to make clothing but ultimately remains unused or unsold. Currently, the estimated worth of these textiles is 1,24 billion. If these excess materials are not reprocessed into something else, they sit idle in warehouses, are shipped to incinerators, or are dumped in landfills. The main reason behind this glut is overproduction, due to the fast fashion industry and the competing offers of diverse suppliers.
