Company’s Name:

FUGA.

Members: Catalina Moraga.

Teacher’s Name: Rafael Rodríguez.
English and Fashion Design (ENFD01).
D-DMP0- N6-P1-C1.
Monday, November 25th, 2024.

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INDEX.
Contents.

I. Introduction. 3.
II. Company Name and Brand Identity. 4.
III. Company Philosophy. 4.
IV. Vision. 4.
V. Mission. 4.
VI. SMART Objectives. 4-5.
VII. PESTEL Analysis. 5.
VIII. SWOT Analysis. 6.
IX. Business Proposal. 6-7.
X. Business E-mails. 7-8.
XI. Pitch Video. 9.
XII. Teacher’s Performance Rubric and Reflection. 9-12.
XIII. Rubrics of self and peer evaluation. 12-15.

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I. INTRODUCTION.

This report details the development and launch of the “PERPETUA” Spring/Summer
2025 collection by FUGA, a brand dedicated to sustainable and ethical fashion. It
covers key aspects of the collection, including the company’s philosophy, mission,
vision, SMART objectives, and PESTEL and SWOT analyses. Additionally, it includes
the business proposal, business emails, and the pitch video simulating a video
conference.
The “PERPETUA” collection is a gender-neutral line designed for individuals who
value authenticity, diversity, and environmental responsibility. Each piece blends
style with sustainability, aiming to bring positive change to the fashion industry
while promoting a conscious lifestyle.
This document also addresses marketing and distribution strategies, as well as
business communications with potential partners. Finally, we reflect on the learning
process, the challenges encountered, and the lessons learned throughout the
project, based on the teacher’s rubric and self and peer evaluations.

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II. COMPANY NAME AND BRAND IDENTITY.
Company Name: FUGA.

Brand Identity: FUGA is an innovative and ethical fashion brand that combines sustainability,
functional designs, and timeless aesthetics. The brand is dedicated to offering clients a platform for
self-expression through responsibly produced clothing that aligns with their values of
environmental care and personal identity.

III. COMPANY PHILOSOPHY.

Fuga’s brand philosophy centers on creating ethical, sustainable, and functional garments that not
only stand the test of time but also offer a unique experience. The brand aims to support clients in
defining their identities through a production process that respects the environment. We believe
that fashion should reflect responsibility and well-being, and that our garments should help clients
express their authentic selves while honoring these values. Our core beliefs emphasize
sustainability, personal expression, and a commitment to ethical practices, which we believe deeply
resonate with our audience.

What?: Fuga offers unique, functional, and eco-friendly garments that shows a thoughtful approach
to fashion. Our clothes promote well-being and a style that goes beyond trends, matching our
values.
How?: We do this by using ethical and sustainable practices, and a responsible production process.
We pay attention to our clients’ everyday needs and the world around us.
Why?: Fuga exists to create fashion that respects personal identity and the environment.

IV. VISION.

As a brand we want our values of care and respect to not only be part of our identity, but also a
new way of seeing fashion for our customers and the world. Our vision is to create more than just
clothing, we aim to offer a style and philosophy of life that helps individuals express themselves and
live by their values, promoting environmental responsibility and personal expression.

V. MISSION.
FUGA’s mission is to create sustainable and ethical garments with innovative and timeless designs.
We focus on making high-quality clothes that not only meet our customers’ needs but also help
them express their personal style. Our commitment to sustainability ensures that each piece we
create cares for the planet while maintaining original and aesthetical designs.

VI. SMART OBJECTIVES.

Increase online sales by 20% in the next few months by promoting the “Perpetua” collection, which
focuses on sustainability and unique style. We will do this with a digital marketing strategy that
includes social media campaigns and collabs with other sustainable brands, using 70% of materials
by sustainable sources. This goal should be reached in the next few months.

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Specific: Increase online sales by 20%, promoting the Perpetua collection focused on sustaintability
and uniste style with digital marketing, collabs with sustainable brands, and using 70% of
sustainable materials.

Measurable: Increase online sales by 20%.

Achievable: This can be done with a realistic digital marketing plan that includes social media and
sustainable brand collaborations.

Realistic: It’s important because it follows the trend of responsible and sustainable shopping, and it
matches the brand’s values.

Timely: This goal should be reached in the next few months.

VII. PESTEL ANALYSIS.

Political: “Corfo supports new services for small business owners”.

The Chilean government started a program to help small business owners with money and
workshops on sustainability. This helps the creative economy grow and adds more products to the
national market.

Economic: “Low satisfaction in Chilean retail”.

Only 14% of people are fully happy with retail services in Chile. This is due to the in-store
experience and fewer sales in physical stores.

Social: “Inclusive fashion is growing”.

Santiago Fashion Week focused on diversity, showing collections with different sizes and styles. This
promotes better representation and more inclusion.

Technological: “New tech changes fashion”.

Artificial intelligence (AI) and augmented reality (AR) are changing fashion. They make inventory
management better and let people try clothes virtually. Wearable tech that mixes fashion and
health is also growing.

Environmental: “Chilean designers go to Paris Fashion Week”.

Pía and Loreto Leiva, from the brand “Munay Sisters”, will show their sustainable fashion in Paris.
This highlights how important innovation and sustainability are.

Legislative: “More time for single-use plastic rules”.

Law 21.691 gives more time, until 2026, to follow the rules on single-use plastics and bottles. This
helps businesses adapt to environmental rules.

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VIII. SWOT ANALYSIS.

IX. BUSINESS PROPOSAL.

Business Proposal: Launch of “PERPETUA” Collection by FUGA.

Product Offerings:

The “PERPETUA” collection by FUGA is inspired by themes of self-liberation, constant

metamorphosis, and subversive ecstasy. Breaking away from traditional gender roles, it uses vibrant
colors and unique textures to symbolize personal freedom, change, and the courage to be oneself.
Each piece invites the wearer to move beyond social norms and connect with their inner identity.
Designed for individuals looking to express their true selves, the collection offers genderless,
sustainable garments that are versatile, stylish, and functional, combining self-expression, personal
growth, and sustainability in each piece.

Target Market:

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The target market for “PERPETUA” includes non-binary individuals and progressive adults aged 25
to 45 who value ethical, sustainable fashion and want to express themselves through their clothing.
This group is increasingly focused on inclusivity and social responsibility, making them the perfect
audience for a collection that blends style with substance.

Pricing Strategy:

The pricing strategy positions “PERPETUA” in the mid-to-high range, reflecting the quality of its
sustainable materials and ethical production. This ensures the collection is accessible to those
committed to sustainability, while also offering unique designs that align with the target audience’s
values.

Distribution Channels:

The “PERPETUA” collection will be available mainly through FUGA’s official online store, with a
digital campaign across social media platforms to promote it. Handmade posters made from
recycled textiles will be used both as promotional tools and as an artistic expression, showcasing
FUGA’s commitment to sustainability and craftsmanship. The campaign will feature preview images
and exclusive content, focusing on the creative process and emphasizing the collection’s message
of self-expression and environmental care.

X. BUSINESS E-MAILS.
E-mail Sent:

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E-mail Received:

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XI. PITCH VIDEO.
Link: https://youtu.be/EWkvAjgiwsk?si=xfygtvUCS-Mo7gAW

Visual Aid to Videoconference:

XII. TEACHER’S PERFORMANCE RUBRIC AND REFLECTION.

Teacher Evaluation Rubric for a Fashion Design Project.

Student’s name: Catalina Josefa Moraga Vergara.

Instructions:

Please. After filling in the project evaluation rubric below, write below INDIVIDUALLY a 1-2
paragraph reflection on what you learned throughout the project, challenges you faced, and how
you overcame them.

Indicate what you liked the most about the project and suggest possible improvements.

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 Satisfactory Needs Unsatisfactory
Criteria Excellent (5) Good (4)
(3) Improvement (2) (1)

Instructions
Instructions Instructions
Instructions were
were clear were Instructions were
were always inconsistent
Clarity of most of the somewhat unclear and
clear, precise, and difficult to
Instructions time, with clear but caused significant
and easy to follow
minor occasionally confusion.
follow. throughout
ambiguities. confusing.
the project.

Visual aids
Visual aids
(e.g., images, Visual aids
Visual aids were
diagrams, Visual aids were were absent
were mostly somewhat
samples) were minimally helpful or irrelevant,
Use of Visual relevant and helpful but
highly and lacked hindering
Aids helped in not
engaging, relevance to the understanding
understanding consistently
relevant, and project. of the
the content. relevant or
enhanced content.
engaging.
understanding.

The project
The project The project had an The project
The project was
was well- was mostly average level lacked
disorganized,
structured, well- of structure,
Project making it
with clear organized, organization, leading to
Organization challenging to
stages and with only with significant
complete tasks
logical minor gaps in noticeable confusion and
effectively.
progression. structure. gaps in inefficiency.
progression.

The teacher
The teacher The teacher
was
was always The teacher was
somewhat
accessible, was usually The teacher was unavailable
available but
Availability of approachable, accessible and rarely available or and did not
occasionally
Teacher and provided provided provided limited provide
delayed in
timely support when feedback/support. sufficient
providing
feedback and needed. guidance or
help or
support. feedback.
feedback.

The project The project The project The project The project
Relevance to content was content was content was content had content was
Real-World highly relevant mostly moderately minimal irrelevant to
to real-world relevant to connected to connection to real-world

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 Satisfactory Needs Unsatisfactory
Criteria Excellent (5) Good (4)
(3) Improvement (2) (1)

fashion design real-world real-world real-world fashion fashion design

scenarios. fashion design fashion design scenarios. scenarios.
scenarios. design
scenarios.

The teacher Creativity was

The teacher Creativity
mostly Creativity was not
actively was
encouraged rarely encouraged,
Encouragement encouraged somewhat
creativity, encouraged, and leading to a
of Creativity creativity and encouraged
with some the project felt lack of
exploration in but not
room for restrictive. innovation in
the project. consistently.
improvement. the project.

Collaboration
Collaboration
The teacher was Collaboration
and teamwork Collaboration was
fostered somewhat was not
were mostly minimally
Fostering collaboration encouraged encouraged,
encouraged, encouraged,
Collaboration and teamwork but could and teamwork
with minor leading to limited
exceptionally have been was poorly
areas for teamwork.
well. better supported.
improvement.
supported.

Feedback
was Feedback was
Feedback was Feedback was Feedback was
somewhat absent or
always mostly minimal or
Feedback and helpful but unhelpful,
constructive, constructive, delayed, offering
Support lacked providing no
specific, and specific, and little constructive
consistency guidance for
timely. timely. input.
in timing or improvement.
specificity.

The teacher
The teacher
The teacher The teacher somewhat
The teacher did not
inspired high maintained motivated
struggled to motivate or
Engagement levels of good levels of students,
maintain interest engage
and Motivation interest and engagement with
and motivation students,
motivation in and occasional
during the project. resulting in
the project. motivation. lapses in
disinterest.
engagement.

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Comments and reflection:

Throughout this project, I gained valuable experience in integrating fashion design with business
strategies. One challenge I faced was the need to use fashion-specific terminology in English,
which was new to me. To overcome this, I relied on class resources and the teacher’s support.
Additionally, I had to adapt to presenting our project in a simulated videoconference, which added
pressure and caused some nervousness. However, I was able to manage this challenge and
improve my speaking skills.

What I liked most about the project was the opportunity to focus on the business side of a fashion
brand, particularly in the development of the ‘Perpetua’ collection. This allowed me to explore
sustainability and inclusivity in a deeper way. For future projects, I would recommend more in-
class practice and additional support from the teacher, especially for writing tasks involving
industry-specific terms. This would help improve our understanding and efficiency, reducing
reliance on external tools like translation apps.

XII. RUBRICS OF SELF AND PEER EVALUATION.

Self and Peer evaluation rubric:

Use the chart below to evaluate INDIVIDUALLY both your performance and your peers’
contributions to the project. Rate each criterion on a scale from 1 (Poor) to 5 (Excellent) and
provide constructive comments to justify your ratings.

Instructions for Completing the Rubric

1. Fill out the Self-Evaluation Rating for each criterion based on your performance.

2. Rate each of your peers in the Peer Evaluation Rating column.

3. Provide Comments explaining your ratings. Comments should be specific and constructive.

4. Submit your completed evaluation with honesty and professionalism.

Self- Peer
Evaluation Evaluation
Criterion Description Comments (Self/Peer)
Rating (1- Rating (1-
5) 5)

Was the company Yes, the name ‘FUGA’ and its

Company Name name creative and identity meet the
5 5 requirements by being
& Brand Identity aligned with the brand
creative, aligned with
identity? Was the
sustainability, and reflecting

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 Self- Peer
Evaluation Evaluation
Criterion Description Comments (Self/Peer)
Rating (1- Rating (1-
5) 5)

brand identity clearly the brand’s purpose

communicated? effectively.

Did the group present Yes, the philosophy meets

a clear and compelling the requirements by clearly
Company emphasizing ethical values,
statement of their 5 5
Philosophy sustainability, and
brand's core values and
beliefs? responsibility in the brand’s
production processes.
Was the company’s Yes, the vision is clear and
Vision vision clear, forward- 5 5 inspiring, showing a new way
thinking, and inspiring? to look at fashion with care,
respect, and individuality.
Was the company’s Yes, the company’s mission is
mission well-defined clear and matches customer
Mission 5 5 needs, focusing on
and aligned with
customer needs? sustainability, quality, and
self-expression.
Were the SMART goals
Yes, the SMART objectives
SMART specific, measurable, are clear and realistic,
5 5
Objectives achievable, relevant, helping FUGA achieve its
and time-bound? goals effectively.

Was the PESTEL

analysis thorough, Yes, the PESTEL analysis is
PESTEL Analysis well-researched, and 5 5 detailed and informs about
relevant to the the external factors that
business? could affect FUGA.

Did the SWOT analysis

effectively address Yes, the SWOT analysis
strengths, weaknesses, effectively highlights FUGA’s
SWOT Analysis opportunities, and 5 5 strengths, weaknesses,
threats? Was the opportunities, and threats,
MURAL screenshot helping to guide strategic
clear and complete? decisions.

Business Was the business Yes, the business proposal is

proposal concise, well- 5 5 clear, well-organized, and
Proposal
structured, and complete. It explains the

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 Self- Peer
Evaluation Evaluation
Criterion Description Comments (Self/Peer)
Rating (1- Rating (1-
5) 5)

comprehensive products, target market,

(product offerings, pricing, and distribution well.
target market, pricing
strategy, distribution
channels)?

Were email threads

professional, Yes, the emails were
grammatically professional and included the
Business Emails accurate, and aligned 5 5 necessary screenshots, such
with the project goals? as the business email and the
Were screenshots reply to the collaboration
proposal.
provided?

Yes, the video was engaging

and persuasive. It effectively
presented the collection’s
Was the video
launch idea, connected with
engaging, clear, and
the target audience, and
Pitch Video persuasive? Did it 4 4
covered all the key aspects of
successfully pitch the
the ‘Perpetua’u collection,
collection launch idea?
although there were some
pronunciation errors in
certain words.

No, tasks were not divided

fairly, even though
Did the team work
everything requested was
Team collaboratively, divide
5 3 completed on time. I had to
Collaboration tasks fairly, and meet
do much more than my share
deadlines?
and received less help than
needed.

Yes, the project allowed a

Was the reflection clear reflection on the
Reflection on thoughtful, detailed, challenges faced, the
5 5
Learning Process and honest? Did it strategies used to solve
address challenges, them, and the key lessons
solutions, and insights learned.

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 Self- Peer
Evaluation Evaluation
Criterion Description Comments (Self/Peer)
Rating (1- Rating (1-
5) 5)

gained during the

project?

My peer shared some ideas

Did the individual
and gave some support, but
actively contribute
Participation & she didn’t help enough with
ideas, complete 5 3
Contribution the tasks. I had to do more
assigned tasks, and
work to make sure
support group success?
everything was completed.

Yes, communication with my

Did the individual peer was effective most of
communicate the time, and a professional
Communication effectively within the tone was maintained in all
5 5
Skills group and maintain a interactions, especially when
professional tone in all taking on the role of
interactions? collaborative directors for a
shared brand.

Yes, I showed responsibility,

respect, and dedication to
Did the individual
the project, but I hope next
demonstrate
time my peer shows more
Professionalism responsibility, respect, 5 4
commitment so tasks can be
and dedication to the
divided fairly, and one
project?
person doesn’t do more than
the other.

SPRING/SUMMER 2025 COLLECTION.

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