365 Athletic Apparel is launching a new line of athletic wear made from a fabric called Tempra-Fiber that adjusts to the wearer's temperature and blocks UV rays. The fabric allows the clothing to be comfortable for both exercise and casual wear. The document outlines the growing athletic apparel market, 365 Apparel's product details and marketing strategy, which involves establishing the brand through various advertising channels and sponsoring local sports teams. The goal is for 365 Apparel to become a global brand known for high-quality, versatile performance clothing.

1. Created By: Vanessa Corsetti

2.  A revolutionary line of athletic apparel with the ability to monitor
body temperature and climate in order to adjust to ultimate comfort
level.
 The secret is a new, state of the art fabric known as Tempra-Fiber
which adjusts to temperature and also blocks harmful UV rays from
penetrating the skin.
 365 Athletic Apparel is made of 50% Tempra-Fiber and 50% Cotton
so it is comfortable and versatile.
 Its versatility creates a great look for both exercise
and casual wear.

3. The athletic apparel market is thriving
 8.5% growth from 2003-2008 = $14.1 billion industry
 Estimated to grow another 8.5% by 2014= $15.3 billion
industry
The athletic apparel industry is dominated by moisture-wicking
fabrics representing 67%. There is a need for a more comfortable
and casual design.
 Out of thousands of consumers surveyed by Lifestyle
Monitor, only 3% were satisfied by the performance wear
currently in the market.
 Dissatisfied customers= Marketing Opportunity!

4. Strengths:
•Consumers are willing to pay more for quality athletic
wear.
• We have a revolutionary fabric that our competition
does not have.
Weaknesses:
• Standing out amongst successful competitors such
as Under Armour, Nike, and Reebok that already
have consumer loyalty.

5. SWOT Analysis Continued…
Opportunities:
• Tempra-Fiber allows for endless possibilities.
(shoes, headbands, gloves, military uniforms, etc)
• There is a high demand for cotton athletic wear
Threats:
• Growth could be limited if professional athletic
leagues claim Tempra-Fiber gives athletes an unfair
advantage due to its ability to:
• keep athletes muscles warm under cool conditions
• keep athletes cool in hot weather.

6. Problem Solution
 As a new company it will  Create bold and
be difficult to get pro convincing ads that
endorsements and change their minds. Be
investors. aggressive.
 Gaining the approval of our  Emphasize that we have a
target audience completely new product
that is far beyond that of
our competition.

7. 1. Capture target audience through seeing/hearing using
logos, slogans, and creative ads
2. Provide information to consumers about our new brand
 Description of tempra-fiber and UV protection on clothing
tags
 Provide additional information via the internet, flyers, etc
3. Show practical use
 Versatility- casual line and performance line
 Can be worn by anyone- athletes, casual exercisers, stay
at home moms, college students, etc.
 Adjusts to any temperature it is exposed to.
“With 365 Athletic Apparel
less is more
365 days a year”

8. Men, Women and Teens ages 14-
35
 Athletes (Pro, College, High School)
Casual exercisers
 Active Young Adults

9. 365 Athletic Apparel represents excellence in
athletic
clothing.
 We are the first to use tempra-fiber and we strive to
remain the best at all times.
 Our apparel is reliable and functional for all
lifestyles.

10.  365 Athletic Apparel is going viral in a BIG way.
 Advertising is expensive but social media is free
so we will use all the popular networking sites.
 365 will have our own Facebook Page, Twitter,
YouTube videos, and of course our own website.
MAJOR BENEFITS OF SOCIAL MEDIA
 Communicate directly with customers
 Ask for feedback, positive and negative to help growth
 Easy way to share promotions, events, upcoming
products, etc

11. BUDGET ALLOCATION
Our media planning and buying budget will be split into four
sectors :
1. Print Media - Magazines, Newspapers, Billboards, Flyers
2. Internet Marketing - 365 Athletic Apparel website
(creating and maintaining), pop-up ads, promoters
3. Event Marketing - Sponsoring local and regional sports
events, trade shows, Arnold Classic, etc.
4. Miscellaneous - Any other form of media or advertising
that needs to be funded to help promote our company.

12. Selling Premise
-To provide quality products to all
consumers and give them
comfortable apparel that they can
wear to the gym to enhance
performance or just around the
house.
- Our apparel containing 50%
cotton will be great for the 80% of
consumers who wear athletic
apparel around the house!

13. -Buying 365 Athletic Apparel is the logical choice, we are saving
customers money.
- We can become a global brand because our products function
in any climate.
-With Under Armour, Nike, Reebok or any other brand, clothing
is seasonal depending on where you live.
•365 Apparel does not go out of season, you only need
one or two items and they function year round which
will save money.

14. 1. Only 3% of consumers from the Cotton Inc. survey were satisfied
with their current performance wear.
 We want consumers to know that they can count on us to
change that statistic.
 365 Apparel is unique, reliable, and durable.
2. Make it known that we are nothing without our customers
• Call or email 10-15 customers a day and thank them for
shopping with us and let them know we appreciate their
business.
• Building relationships leads to loyalty.

15. 3. Stay consistent.
•Even though we are trying to reach several different audiences
with our products, our messages must relate and emphasize the
same things so that we do not confuse our audiences.
• Whether we are creating ads for teens or adults, the theme
will be that 365 Athletic Apparel stands for premium quality
clothing that sets us apart from the competition.

16.  Hard Sell Approach:
•Touch minds based on logic and facts
• Information on Tempra-Fiber is going to be what
sells the apparel.
 Frazer’s Creative Strategies:
•365 Apparel is going to use the Unique Selling Proposition
and also the Positioning Strategy.
•Our products are unique because they are the first of their
kind.
•The positioning strategy will help us establish a place
among the competition.

17. -Unique selling proposition and Positioning Strategy
- First we need to gain respect and loyalty by
being straightforward about the function of our
products
before getting into more abstract ads.
-In some ads, we would like to use comparisons to
Under
Armour and Nike.
 We will expect them to create messages about
our
products as well
 Otherwise, we are not being seen as a threat

18.  Offer discounts to athletic teams and gym members if they buy in
bulk.
 Offer to customize athletic gear with school logo, gym name, etc
 In some cases, promotions can be risky because it could cheapen
the brand.
 We will only have sales twice a year in order to create hype and
entice consumers to come buy.
 Having frequent sales sends the message that our clothing is no
longer worth paying full price for.
 Since 365 Apparel adjusts to the climate, it does not go out of
season, therefore there is rarely a reason for sales.

19. There are many ways to see if goals are being accomplished
effectively:
1. Look at sales and especially at whether they peaked during
a promotion or event to determine if money spent was worth
it.
2. Look at the amount of athletic teams we were able to
sponsor within our first year and where we can possibly gain
more teams.
3. Are stakeholders willing to provide more money in the
future? Are they satisfied with first year results and
campaigns?
4. We can check the success of our Webpage sales and see
how many hits the site gets on a daily basis.

20. 5. Check out the success of social media accounts. Look at the
number of visits, likes, comments, followers, etc.
6. With the involvement in community events and sports
teams, look for any articles written about 365 Athletic
Apparel to see if we are receiving positive feedback and
recognition.
7. Lastly, we can see if we are any closer to pro-endorsements
or signing a celebrity or professional athlete to represent our
products.

21. Division of Advertising Funds
5%
20%
Print Media
Internet Marketing
50% Event Marketing
25% Miscellanous
- Estimated Revenue for 1st Year: $1,000,000
-10% of Gross Revenue or $100,000 will go towards advertising

22. Wherever the Road May You can count
Take You, on us..
365
Introducing 365 Athletic Apparel
with NEW Tempra-Fiber
Days A Year