We are aware that design beats sustainability when it comes to buying decisions. We take it upon ourselves to close the gap between knowledge and action in our unique selling proposition. We create sustainable and intelligent design processes that become a new standard in the fashion industry and thus set an ecological footprint as a pioneer with great influence.
Kioo is a testament to how fashion combined with science, engineering and technology is creating a new future, making a positive contribution to the environment, society and our health.
Legal form: UG (start-up) Phase: Foundation/R&D phase
The target group comprises 20- to 35-year-old men and women, with and without children. They have a medium to upper income, have an average to above-average education, and live predominantly in cities with 500,000 or more inhabitants. The target group has a medium to upscale lifestyle, sees itself as modern and cosmopolitan, and is very fashion-conscious. They are very sophisticated and elegant. In their opinion, clothing emphasizes personal charisma. The men and women in this target group work in agencies or in other creative areas of small to large companies. When shopping, quality is more important to them than price. Design and the sustainability of products play a major role for them.
Problem or Opportunity
Problem Environmental pollution The fashion industry is the biggest contributor to pollution, except for the oil industry. No fair trade Low wages, precarious forms of employment and violations of freedom of association. Niche product Only 3-6% of young people are aware of well-known eco- brands. ---- Solution Sustainability We produce timeless, sustainable & fair. Fair trade No extra energy or water resources are needed for the growth of the materials we use. We focus on fair working conditions and fair payment. Transparency We are committed to a clean, fair and transparent fashion industry. Trendy We set a new standard & make green fashion modern, exciting and breathe fresh air into the industry.
Solution (product or service)
Mission The mission is to change the way fashion is produced and consumed. We are setting a new bar of diversity and trend awareness. We create sustainable and intelligent design processes, that become a new standard in the fashion industry. --- Vision The vision is to give sustainable fashion the degree of recognition and to defy fast fashion brands. Quality and environmental awareness should no longer be an option but a standard
Kioo's main competitor is the fashion label Nanushka. The label presents modern and versatile designs - for daytime as well as for evening. Their product groups include menswear, womenswear, accessories and shoes. Likewise, they are in the same price range as Kioo, ranging from 125EUR for the recycled measuring jersey T-shirt to 975EUR for the poplin. -- Armedangels is one of the best-known fair fashion brands in Germany. Last year, sales amounted to 16 million euros. The Cologne-based brand has around 800 points of sale in 16 countries worldwide. The price range is 199.99EUR for the cheapest product, a sweater made of organic wool and alpaca mix, and 12.90EUR for a thong made of TENCEL™️ mix.
Advantages or differentiators
Kioo takes the following criteria from the competitors. Armedangels' external performance. Their social media leadership, exhibits strong engagement. While they have a smaller following than Nanuska, they are still more efficient and focused in their efforts. They initially built a local reach, which then slowly expanded. Kioo takes this efficiency as its guiding principle. Nanuska's diverstity offer the label different perspectives. In the age of digitalization, we are more connected than ever. Perspectives of different people and cultures brings us the good to look beyond the known and expand its horizons.
With an investment of EUR 800,000, the total revenue is as follows: 2021 = 2.623.529 2022 = 11.428.571 2023 = 35.424.202 2024 = 50.000.000 2025 = 80.000.000 2026 = 100.000.000
Design beats sustainability when it comes to buying decisions! With our team, we bridge the gap to different people and cultures, forming our creative and diverse global team. Together we create a substantial design affinity. Materials and shapes we reinterpret so that, finally, a new aesthetic can emerge.
Money will be spent on
Patent 1% Office supplies costs 2,6% Textile production 5% Production 7,4% App development 15% Personnel costs 25% Marketing 44%
The starting point for the analysis of the individual components of the company's marketing strategy, begins with the definition of the current status quo. The strengths of the Kioo brand are the resources that contribute to the competitive advantage. Line strengths include reputation, proprietary know-how, competitive raw material sources, talented labor force, industrial advantages and trade relations. These indicate not only the current status of the firm, but also future developments. A distinction is made between variables that can be influenced, i.e. internal factors that the company can control itself, and variables that cannot be influenced, i.e. external variables. These refer, for example, to financial resources and the associated market placement, which can reduce profits through insufficient marketing expenditure. Changing trends appear on the SWOT radar, such as the tightening of consumer income, especially in crises economic situation, as currently with the Corona pandemic. Here, the internal variables, the strengths and weaknesses and the external factors, reflect the opportunities and threats of the company.
Incubation/Acceleration programs accomplishment
Our already existing customer base reaches 2,527,800 people with a 0.1% potentiality gaining a Kioo consumer base of 2,527 thousand customers. Social media helps us reach the target audience and increase brand awareness. Digital promotion of products not only enables low-cost alternative, this is where the real potential lies to drive the brand forward.
Won the competition and other awards
Jaqueline (founder) is an academic fashion designer with dual qualifications in pattern construction and fashion drawing. She received an award for her design development in terms of product safety and greater sustainability in textile production, for the testing and certification systems of the "International Association for Research and Testing in the Field of Textile Ecology OEKO-TEX®..