Powerscope is launching an innovative line of men's undergarments focused on compression, moisture wicking, and comfort. Their mission is to develop products that meet unidentified needs of male consumers. Objectives include establishing Powerscope as a premium brand and precisely defining target audiences. Strengths include focusing on new men's active undergarment technology and marketing directly to metrosexual males. Weaknesses include intense competition and reliance on high-end retailers. Opportunities exist in expanding demographics and capitalizing on the growing gay market. Threats include strong existing competitors, economic downturns, and conservative opposition to marketing toward gay males. Products will be sold in retail stores, Powerscope stores, and online with a
Japanese apparel brand Uniqlo is seeking a creative agency partner in the U.S. The review comes as the brand looks to increase awareness and amplify marketing efforts in the States.
Uniqlo is a growing global fast-fashion brand, but it takes a different tack. Quality is a selling point, just as much as price (their website currently features shirts made from 100% premium French linen), and their target market is young men.
Japanese apparel brand Uniqlo is seeking a creative agency partner in the U.S. The review comes as the brand looks to increase awareness and amplify marketing efforts in the States.
Uniqlo is a growing global fast-fashion brand, but it takes a different tack. Quality is a selling point, just as much as price (their website currently features shirts made from 100% premium French linen), and their target market is young men.
2 5 2011 Exel And Dhl Seek Greater FlexibilityBillStankiewicz
Shippers Warehouse, Inc. is a provider of supply chain services (3rd party logistics or 3PL). The Company operates over 4.5 million square feet in 8 facilities in the Dallas/Ft. Worth area and 500,000 square feet in Atlanta, Georgia.
The Georgia facility packaging operations ships out over 3 billion bags per year. Shippers Warehouse is one of the largest co-packers in the Southeast. Shippers operate 9 packaging lines with a ready room that is a showcase for reducing any type of foreign matter. The facility handles a variety of food products, is a leader in recycling, & distribution of products.
Shippers Warehouse, Inc. also has the distinction of having all of its locations ISO 9001:2008 certified. (ISO 9001:2008 certified by Management Certification of North America, an ANAB-accredited certification body.)
Regards,
Bill Stankiewicz
Vice President & General Manager
Shippers Warehouse
Office: 678.364.3475
williams@shipperswarehouse.com
www.shipperswarehouse.com
Gap Inc. - Case Analysis (Strategic Audit)Anna Osmanay
The presentation analyses a case of Gap Incorporation. The Gap Incorporation is an international specialty retailer located in the United States. A strategic audit of the company is presented, as an internal and external analysis of the company's environment is necessary.
Outdoor Products Industry Insights 2016Duff & Phelps
Rapid growth of e-commerce, significant competition, and market saturation will continue to drive consolidation in the outdoor and sporting goods retail industry. Innovative companies are commanding attention from corporate and private equity buyers, with the market ripe for acquisition activity.
eWorld Cluster Development & the Globalized Supply Base (2010)Jon Hansen
eWorld Masterclass Presentation
September 28th, 2010
London, UK
One of the greatest challenges faced by both the private and public sectors in terms of driving best value decision-making, is supply base erosion. Almost irreparably damaged through ill-advised initiatives such as supply base rationalisation and low cost country sourcing (to name but two), many supplier development, engagement and utilisation programs are little more than exercises in futility. This session aims to dramatically increase your chances of success, by explaining the new dynamics of the global economy and how you can drive sustainable value through your supplier relationships.
Speaker: Jon Hansen, Procurement Insights
Wal-Mart, Strategic Development of the company in recent yearsMavlono Uz
Strategic Development of Wal-Mart in recent years and influences of Environmental Models in its startegic development procedure and P Generic Startegy model in Company
Luxury and Cosmetics Market and Consumer Trends Chris Cadden
"Increase the digital effort — Luxury companies are behind in an increasingly digital world. New technology has changed the way companies do business, providing new communication channels, with buying behaviors evolving and the emergence of a new segment, the “millennials.” Immediacy is key, so there is a constant need to innovate within the digital world, which seems to contrast with the exclusivity known for its pole position at the core of the luxury market. Luxury brands have to manage dual aspects; namely to maintain their heritage and create long-term value while responding to consumers’ expectations and trying to offer instant gratification. Without innovation companies are risking losing ground to more dynamic, digitally savvy players." -Roberto Bonacina
2 5 2011 Exel And Dhl Seek Greater FlexibilityBillStankiewicz
Shippers Warehouse, Inc. is a provider of supply chain services (3rd party logistics or 3PL). The Company operates over 4.5 million square feet in 8 facilities in the Dallas/Ft. Worth area and 500,000 square feet in Atlanta, Georgia.
The Georgia facility packaging operations ships out over 3 billion bags per year. Shippers Warehouse is one of the largest co-packers in the Southeast. Shippers operate 9 packaging lines with a ready room that is a showcase for reducing any type of foreign matter. The facility handles a variety of food products, is a leader in recycling, & distribution of products.
Shippers Warehouse, Inc. also has the distinction of having all of its locations ISO 9001:2008 certified. (ISO 9001:2008 certified by Management Certification of North America, an ANAB-accredited certification body.)
Regards,
Bill Stankiewicz
Vice President & General Manager
Shippers Warehouse
Office: 678.364.3475
williams@shipperswarehouse.com
www.shipperswarehouse.com
Gap Inc. - Case Analysis (Strategic Audit)Anna Osmanay
The presentation analyses a case of Gap Incorporation. The Gap Incorporation is an international specialty retailer located in the United States. A strategic audit of the company is presented, as an internal and external analysis of the company's environment is necessary.
Outdoor Products Industry Insights 2016Duff & Phelps
Rapid growth of e-commerce, significant competition, and market saturation will continue to drive consolidation in the outdoor and sporting goods retail industry. Innovative companies are commanding attention from corporate and private equity buyers, with the market ripe for acquisition activity.
eWorld Cluster Development & the Globalized Supply Base (2010)Jon Hansen
eWorld Masterclass Presentation
September 28th, 2010
London, UK
One of the greatest challenges faced by both the private and public sectors in terms of driving best value decision-making, is supply base erosion. Almost irreparably damaged through ill-advised initiatives such as supply base rationalisation and low cost country sourcing (to name but two), many supplier development, engagement and utilisation programs are little more than exercises in futility. This session aims to dramatically increase your chances of success, by explaining the new dynamics of the global economy and how you can drive sustainable value through your supplier relationships.
Speaker: Jon Hansen, Procurement Insights
Wal-Mart, Strategic Development of the company in recent yearsMavlono Uz
Strategic Development of Wal-Mart in recent years and influences of Environmental Models in its startegic development procedure and P Generic Startegy model in Company
Luxury and Cosmetics Market and Consumer Trends Chris Cadden
"Increase the digital effort — Luxury companies are behind in an increasingly digital world. New technology has changed the way companies do business, providing new communication channels, with buying behaviors evolving and the emergence of a new segment, the “millennials.” Immediacy is key, so there is a constant need to innovate within the digital world, which seems to contrast with the exclusivity known for its pole position at the core of the luxury market. Luxury brands have to manage dual aspects; namely to maintain their heritage and create long-term value while responding to consumers’ expectations and trying to offer instant gratification. Without innovation companies are risking losing ground to more dynamic, digitally savvy players." -Roberto Bonacina
Design thinking project plan draft for ApexAidenn Mullen
This slide deck is a plan to facilitate a design thinking workshop for a group of non-designers. The workshop encompasses lateral thinking, modeling and visual storytellling broken down into 3 sessions : an icebreaker, a warm-up activity and a visual storytelling activity. More to come once the workshop takes place. Thank you for viewing.
Ethnographic research final - graduate design management Aidenn Mullen
This is a final project for class 711 Contextual Methods of research ( ethnography ) with our topic focus being the innovative role of today's community library.
Questionnaire Creation You will create a survey that will allo.docxsimonlbentley59018
Questionnaire Creation
You will create a survey that will allow you to measure the variables of interest to you. You will need to have at least 5 closed-ended questions in your survey (you will ask open-ended questions later in assignment 8). These questions will tap into your variables (1 dependent and 3 independent). Many of you will have 1 key independent variable that you are most interested in examining. The other two independent variables may be secondary. You will have to give your survey to friends, family, or other students, so think about what you will be able to ask them, and what information they will be able to provide! Re-state your main research question, your hypothesis, and all variables on a separate page at the end of your questionnaire.
TEAM FORM (300)
Team 20
Checkpoint Assignment
number ___?
Final Draft
Semester
Class (for example,
MTKG 351)
MKTG 351
Meets
Name of Company Nordstrom
Target Market Women aged 18-24
Marketing Initiative Launch a new athletics clothing line named Kora, aimed at a
younger demographic at Nordstrom. Promotion will include
celebrity spokesperson, social media campaign, and ability to use
student discount for athletic line purchases. Provide free in-store
yoga classes where participants receive coupons for the clothing
items after each class. This will occur at all Nordstrom stores in
the US and will begin in Fall 2021 and end in Spring 2022.
Marketing Plan: Kora at Nordstrom
Marketing 351
Professor Lee
1.0 Executive Summary
Nordstrom is preparing to launch a social media and celebrity spokesperson marketing campaign
for a new line of high-end fitness clothing for women named Kora. Nordstrom has a large
presence within the luxury retail market with brands for every age, but we plan to target one
demographic group more heavily with this initiative. We are targeting female college students,
which have the overall highest rate of meeting the physical activity guidelines among all age
groups.1 However, the COVID-19 pandemic led to a dip in physical activity from young people.
As the nation's establishments fully reopen, including gyms and retail stores, Nordstrom can take
advantage of young people's desires to increase their fitness levels once again with a new line of
activewear.
This collection would include stylish blouses, jackets, leggings, shorts, and yoga mats that build
off of the increasingly popular athleisure trend. Kora will be the go-to brand for the young
shopper that wants their fitness experience to be a mix of trendy with luxury. The pieces will be
durable and comfortable to withstand, without comprising style.
The primary marketing outlet for Kora will be social media platforms that are popular with
college students, such as Facebook and Instagram. This initiative will be carried out through
sponsored ads in social media users’ feeds and collaborat.
Ethical Fashion Dimensions Pictorial and Auditory Depictions Thro.docxgitagrimston
Ethical Fashion Dimensions: Pictorial and Auditory Depictions Through Three Culture Perspectives
The article is an explanatory study comparing the attitudes of young fashion conscious consumers towards ethical fashion in Canada, France and the United Kingdom. The study includes cross cultural research done by the methods of forming focus groups, interviewing students from universities, and analysis of mood boards created by interviewees. Due to fast fashion manufacturing costs have been lowered and the increased pressure by consumer demand for cheaper fashion items has led to sacrificing of ethical standards so that they can remain competitive in the fashion industry.
Although awareness of ethical issues has increased and the consumers are sympathetic towards the ethical issues but the visual appearance of the garment strongly influences the purchasing intention of the garment as opposed to its ethical credentials. This article will help address the gap by actually providing results of the research which compare the attitudes towards ethical fashion of apparel consumers in these three countries.
The findings show that the consumers of UK generally thought that ethical clothing would be expensive however Canadians didn’t think the same, they thought ethical clothing would be less available. The Canadians didn’t want to pay an extra price for the garment being ethical while French consumers were willing to pay and extra price if it fulfilled as a redemption for other bad behavior. Some consumers mentioned that if the other important criteria was met by the garment they would be willing to purchase an ethical garment while some were confused about the meaning of ethical fashion thus were uninterested in buying it at all. While some people thought of ethical garments as “dull” or “boring” the others said they would boycott a company if they were made aware of its unethical practices.
The article also has some limitations and scope for further research. As the participants of the study were a small group of homogeneous people who were in the same age bracket ( 18-26) and broadly belonging to the same socio-economic and educational backgrounds, the information derived may not be a very good representative of the diverse market of that county. Also the cross cultural nature of the research required to translate data from French to English which might not be as accurate as thought.
Phau, I., Teah, M., & Chuah, J. (2015), Consumer attitudes towards luxury fashion apparel made in sweatshops, Journal of Fashion Marketing and Management, 19 (2), 169-187.
The motivation of this study is to let more people have more understanding on how consumer attitudes play a significant role in luxury fashion apparel which was made in sweatshops in the developing countries. And also can use the hypothesis extension to population, not only in Australia, but also for other countries of different socioeconomic groups which may produce different results.
T ...
A communication plan for Singapore based brand Charles & Keith to penetrate the UK market sufficiently and build their market share in the UK retail industry.
Mid-Term Exam Marketing 435535Summer Term 2017 Exam Instructi.docxARIV4
Mid-Term Exam Marketing 435/535
Summer Term 2017
Exam Instructions: This exam is designed to measure your understanding of concepts that were discussed in class lecture, course readings, and using Wikipedia and the embedded web links. You are free to consult these materials and your colleagues when preparing your answers to questions below, but please the words you choose for your answers should be your own. Each question is equally weighted and I expect about 1/2 to a page in length, per answer (average 2/3 page), for a total of about 5-6 pages in length. Answer any 5 questions. Please put your name on exam and file name. Exam is due on D2L.
Answer any 5 of the 6 following questions:
1. If you had unilateral power, what is the one food-related regulation that you would impose - or abolish? Why would you take this action? What would be the impact on both consumers and business? And…if you happen to be a citizen/resident of a country other than the US, please feel free to put your answer in the context of that nation’s regulatory framework.
2. Do you think that the US government should allow the Amazon acquisition of Whole Foods to go through? Why or why not? And please explain what you think the impact of this deal, assuming it is completed, will be on both consumers and business.
3. Tell us three things that you did not know about retail and CPG marketing that you did not know before you took this class, but have learned from our assortment of guest speakers.
4. What has changed about the consumer’s decision journey as described in the readings from the way consumers used to shop and what are some marketing implications for reimagining the American supermarket for the future? (Refer to the readings/speakers in your answers)
5. In the class lecture it was stated that market penetration is a key to success for CPG products.
What are the two requirements described in the lecture to achieve high market penetration rates and how is the “Law of double jeopardy” related? (Use your notes and if you want Wikipedia).
6. What are the top business career opportunities according to US News and World Report for 2015 in Marketing? Of the skills reported as most important for interviewers for marketing hires which are your top 3 strengths? Which are the 3 you need to work on the most? Why is it important to develop a marketing plan for yourself for life after school?
• Guest Speaker Jason Strobbe- Going to Market in Wine
What “was” in the News 2016 this week
Mintel’s top 12 key trends for 2016
* Alternatives Everywhere: Novel protein sources and potential replacements means that what was formerly ‘alternative’ could take over the mainstream.
* Artificial: Public Enemy No. 1: Companies are removing artificial ingredients to meet consumer demand for natural food .
* Eco is the New Reality: Sustainability continues to evolve and has become a necessary part of new product development.
* From the Inside-Out: A market has been cr ...
MBA 6601, International Business 1 Course Learning Ou.docxaryan532920
MBA 6601, International Business 1
Course Learning Outcomes for Unit VI
Upon completion of this unit, students should be able to:
8. Examine the major marketing considerations applicable to international business.
Reading Assignment
In order to access the following resource(s), click the link(s) below:
Dev, C. S., & Schultz, D. E. (2015). From the four Ps to the four ‘why’s’. Marketing News, 49(9), 40–47.
Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=109289010&site=ehost-live&scope=site
Seeds, D., & Khade, A. S. (2008). Transforming a multi-national corporation from a centralized organization to
a decentralized organization. Journal of International Business Strategy, 8(3), 99–104. Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=35637667&site=ehost-live&scope=site
Van Meir, C. (2016). Branding benefits: Apply the four Ps of marketing to make benefits more engaging.
Benefits Magazine, 53(3), 34–39. Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=113183936&site=ehost-live&scope=site
Unit Lesson
There are two ways to look at global marketing strategies. One way is to look at a company’s marketing
orientation. Marketing orientation refers to the philosophy that guides a company’s marketing strategies. In
the United States, marketing orientation started with the production concept (1920s) and evolved to the
present day holistic marketing concept. Along the way, several distinct variations emerged that seem to work
well in the foreign markets. These orientations depend on the types of products produced and the types of
buyers purchasing the goods. The second way to study global marketing strategies is to analyze the
marketing mix of the product. The marketing mix is the 4 Ps: product, place, price, and promotion.
Marketing Orientations
There seem to be five types of marketing philosophies that have managed to stay significant. Typically, a
company’s marketing strategy will depend on whether the company is production oriented, sales oriented, or
customer oriented. A combined strategy of all three yields a strategic marketing concept. Last and still
emerging is the force of social marketing, sometimes referred to as nonmarket strategies.
Production orientation: The production concept focuses on products that are mass produced, have a low
price relative to disposable income, come with a standard design, have low risk of product failure, and a short
window from purchase to consumption. These types of products require advertising and sales promotion to
pull them through the distribution channel. Consequently, manufacturers achieve high production efficiency,
low costs, and mass distribution. This type of product could be a low value-add ...
Apparel Quarterly Update - Late Fall 2017Duff & Phelps
Consumer M&A activity continues to surge with over $25 billion of transaction value completed in Q3 2017 alone. Similarly, valuations reached levels that haven't been seen since the economic downtown of 2008. This activity is underpinned by the strength of the debt capital markets where middle-market debt multiples have increased to almost 6x EBITDA. Within Consumer, the Active Apparel and Footwear index garnered the highest valuations at 12.6 times last 12 months’ (LTM) EBITDA. Read the report for more detail on current market conditions, trends and transaction activity.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
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Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Agency Managed Advisory Board As a Solution To Career Path Defining Business ...
Busi 710 final slidedeck
1. Advanced Undergarments for the Modern Man
Powerscope, LLC.
BUSI 710 / SUMMER 13 / PROF.WRIGHT / GROUP 4
MULLEN / BUTLER / ZHANG
2. Mission Statement:
1
Powerscope is a revolutionary Men's comfort undergarment line focused on
improving the silhouette of male adopters through the use of compression,
moisture wicking, unique garment design and comfort innovation fabrics for the
high end retail male consumer.
Powerscope will be known for product benefits that are new to the male
consumer, developed from identifying his personal needs and unlike any
commodity undergarment on the market today.
Objectives:
Establish Powerscope as premium apparel provider of innovative Men’s
undergarments. To achieve this objective:
Powerscope will monitor four key market observations:
1. Precisely define our target audience and working to define new target consumers.
2. Identify competitor offerings that serve the same market segments & differentiate
our product selection.
3. Develop a tailored product selection for each prospective retail partner to directly
support their consumer.
4. Expand business based on performance and feedback from retail partners, direct
to consumer business, new product innovations and by effectively transferring
consumer need to a Powerscope product benefit.
3. SWOT
Analysis
2
Strengths:
- Powerscope is specifically focusing on the newest technology in male active undergarment wear and explicitly
marketing to the user, i.e. the male metrosexual. This niche underwear market is expected to exceed $70 billion by
2015, reports Global Industry Analysts (www.reportlinker.com)
-
Factors fueling the market for growth include rising levels of disposable income especially for gay men. “Gay men
are better at managing their money than the average American, new research shows. A survey taken by money.cnn
found that respondents not only reported significantly higher annual income--$61,500 compared with the national
median of $50,054—but they also carried about $4000 less in debt than the average American and had $6,000 more in
household savings.”
-
Fabric innovation and varied styles. “Night wear and fit wear faired the economic recession better than other market
segments as they are more necessary than other segments”. (www.reportlinker.com).
-
Our Marketing objective is to expand throughout the U.S. but especially in the EU. “The EU is the leading region for
these products, followed by the U.S. and Asia-Pacific. Plus size demand is increasing in Western markets, with
general demand for seamless intimates.” In the EU underwear sales increased by 1% or 2.6 billion in 2010
(www.store.mintel.com).
-
Strong fashion trends and benefit factors such as dry wicking and advanced comfort will help in Powerscope’s
business momentum leading to success. According to latest research from Mintel, “Men’s grooming is growing at a
healthy pace.” The boom in men’s grooming comes from the fact that men are taking more of an interest in their
personal appearance and have grown more comfortable expressing stylish trends and fashions” (www.mintel.com).
- The trend that underwear is being worn as outerwear. (Global Industry Analyists)
- Powerscope’s retail partners and free standing locations support product ideas and strategies demographically.
- Powerscope’s product development initiatives include contracting manufacturing with local LA partners to create a
vertical production capability centralized to California. Powerscope will then be able to produce garments with a
“speed to market” strategy which enables the company to more quickly respond to market demand; inevitably further
differentiating Powerscope’s products from competitor’s products.
4. SWOT
Analysis
3
Weaknesses:
- Intense direct brand competition in the marketplace with challenges such as the increasing trend
of outsourcing production to less expensive countries. This is hard to tackle for any new company entering
the marketplace. Being able to outsource decreases production costs and creates a cost-effective platform
for delivering functional and business-enabling processes which are more easily supported with less cash
flow spent on production.
- Aging populations in progressive nations such as the U.S. are slowing market growth in this
sector. (Growth potential lays more in developing countries due to increasing income levels, trends toward
Western fashion and a larger young adult population with rising standards of living.(www.reportlinker.com).
The aging population means, less disposable income, less interest in fashion trends, and less money spent
on clothing items.
-
Reliance on high-end tier retailers to fund organic growth. Powerscope will rely on big corporate
sponsorship to support their market offering which could either benefit Powerscope or it could hinder its
brand reputation and strategic marketing position as it sits with Powerscope’s target on the gay male
audience. Politically, Not everyone supports “gay wear.” “Old Navy has announced a new line of rainbow-
themed gay pride t-shirts for men, women, and babies. A percentage of the US population stands to
“BOYCOTT Old Navy, No Gay Pride for me!”
-
Marketing to foreign countries and introducing Powerscope’s brand image will be difficult as it
brushes up some against main competitors such like Calvin Klein, which is known world wide by loyalty
brand users. In addition, outlets carry more well-known brands and products that may take away from
visibility and market share held by high end market players.
5. SWOT
Analysis
Opportunities:
- Potential for targeted gay male to expand to the straight metrosexual age to expand from initial males 25-45 yrs. of age.
Straight men as well as gay men are jumping on the vanity wagon and may even, at times, be in competition with one another to look their
very best. This is good news for Powerscope.
-
Opportunity to expand worldwide due to increased disposable income abroad by targeting a younger generation. Expanding
abroad while, outsourcing abroad could certainly be an added advantage to Powerscope’s strategic marketing plan keeping production
costs low and distribution channel geographically close to the international market.
-
An opportunity to find a new market niche paired with the ever increasing visibility of the gay population and their specific
needs. Marketing focused on gay marriage could attract consumer interest and serve the thought of looking good before the wedding by
staying fit or getting fit; therefore exhibiting that fitness fashion statement on their “special” day. For Powerscope this could be a huge in-
take i.e. the growing number of gay marriages around the world and in the U.S., “More than a dozen countries currently have national laws
allowing gays and lesbians to marry, mostly in Europe and the Americas. (www.pewforum.org).
-
The opportunity to capitalize on a literally “new” market and to create an entire new brand related to gay men’s active
underwear, which as never really happened in terms of publicity and brand loyalty. Powerscope would utilize LGBT marketing which is the
act of marketing to (Lesbian,Gay,Bisexual or Transgender) persons with advertising, organizational sponsorships, media or any other form
used to target this market. There are other companies out there who share a similar target customer, but have you heard of them?
-
Potential changes in body, form and temperature (not to mention global warming) that will increase the Powerscope product
line offering due to necessary options within the line ultimately being essential, “Variety is possibility.”
- New technology opportunities in body morphology data for evolving male consumer. Interest in fashion and technology are
natural trends in the working lives and minds of our target consumer, combined together these to attributes will create not only an entirely
new product line but, an entirely new outlook for Powerscope consumers.
- Men's undergarment sales are forecasted to increase 13% for future growth due to current trends as mentioned above and the
increase in male shopping behavior which was 52% 1995, and is now 75% in 2012.
-
Female lingerie market size forecasted $32 billion by 2016, new product opportunity. With increased popularity and the
movement for lesbian women to be more fashionable, Powerscope may have another niche on the horizon. In addition, to their bad fashion
sense, lesbian women also do a lot of cross-dressing therefore they maybe inspired to invest in Powerscope’s androgynous product line or
a line targeting the lesbian female. Currently, we see more and more lesbian fashion lines springing up such as, “Tomboy Tailors” and
Lauren Bedford Russell’s gender neutral clothing line (www.afterellen.com).”Today, at least 8 million adults in the U.S. identify themselves as
gay, lesbian, or bisexual, according to a study by the Williams Institute. Combined with 700,000 or so transgender Americans, that means
nearly 4% of the U.S. population is LGBT with an average daily spending amount of $89 per person.”
4
7. SWOT
Analysis
6
Threats:
- Strong competition, existing large players in market with hefty capital
resources and business maturity. This maturity could take away
Powerscope’s strategic strong hold. While introducing new technology and
a vibrant clothing line that speaks to an unrecognized segment of the
population, Powerscope will be burdened by the fact that companies steal
other companies ideas and business models, such is the natural
competitive nature of this industry, “In this time of technological innovation
and rapid-fire manufacturing, it’s easier than ever for a rival to rip off an
ideas. If someone sees your idea built, they will almost certainly be able to
copy it and have it manufactured” (www.usatoday.com). With this thought
in mind Powerscope must keep intellectual property a top priority.
- Consumer sentiment related to the economic downturn and the possibility
of it reoccurring. After the 2008 economic downturn household saving
rates increased significantly and although many sectors such as the
undergarment industry stay somewhat positive, consumer spending was
down sharpely and significant research related to this topic shows that
most consumers in times of difficultly stick to what they know and can rely-
on, meaning they are less likely to risk trying a new product and even less
likely to try a new brand.
-
The ability for Powerscope to be stay on top of “trendy.” UK brand retailer
Asos Plc, the recently established Group Zara Australia Pty Ltd, local fast
fashion retailer Cotton On Clothing Pty Ltd and women’s sportswear retailer
Lorna Jane all achieved double-digits growth revenue within apparel in
2012. Such brands encapsulate the current consumer desire for fresh and
affordable apparel offering suited to a range of clothing wear
(www.euromonitor.com). Because staying trending and fresh is important
Powerscope will have to seriously consider which steps to take in terms its
investment into R&D and staying ahead of the curve.
-
Powerscope’s focus on the male gay active undergarment industry could
be risky due to the fact that not all members of society are supportive the
gay male culture although the future outlook is promising threats from
conservatives and political religious or righteous individuals could pose
problems to Powerscopes marketing efforts and development. These
individuals often create bad publicity, send hate mail and often times stage
protests in order to combat the liberation of anything “gay.”
-
No control over any retail environment product is placed in.
Because Powerscope is partnering with other large retail
stores as host-beneficiaries, Powerscope will lose some of its
initial control of product placement within the store. This
decision-making process could hinder the sell of the
Powerscope line. Careful attention must be paid to negotiated
and coming up with these terms and conditions. An example
of this type of situation is seen at Whole Foods where visual
merchandisers placed they of the native products at an eye’s
view and surrounded themselves so comfortably with
supporting products on the bottom shelf to fill space. (Know
who is on Powerscopes’ side)
- Operational expenses will increase with business growth. As
usual costs will increase as the business increases, especially
when Powerscope decides to go abroad and to enter the
direct to consumer storefront sector. Initial associated costs
with these goals will be intimidating, as the market remains
highly competitive and more and more clothing items become
increasingly more accessible, especially particular items that
are sold online.
-
Manufacturer quality could be compromised due to increased
costs, taxes and other economic factors related to higher gas
prices, worker compensation, and healthcare costs, just to
name a few. In addition to operational manufacturing threats
there
-
Changes in import rates, export rates in the economy are
always concerns for any clothing company who is outsourcing
its products to be made in other countries. Although the rates
are relatively low right now, the economy is certainly
unpredictable and new taxes, laws and political up-heavels
are revealed everyday. Workers rights and compensation are
always sensitive issues and topics and often times companies
have to adjust to this climate.
8. 7
Place:
As mentioned above Powerscope’s products will be in retail stores, official
Powerscope stores and sold online.
High end & Luxury apparel retailers to service the rising men’s luxury product
industry, with focus on international luxury growth in the future of Powerscope.
Powerscopes products will be strategically located in geographical areas that
adhere to gym and homosexual male culture. In the future, Powerscope will
target additional areas of the rising LGBT culture, specifically gay female.
For example some locations will include, Chelsea in New York, Castro in San
Francisco, Soho in London, Canal Street in Manchester, DuPont Circle in
Washington, D.C., Boystown in Chicago, Le Village in Montreal and
Nollendorfplatz in Berlin and other albeit less or well know gay regions.
Some famous homosexual gyms where Powerscope will be sold include: David
Barton Gym in Manhattan, NY. Gymbox, Jubillee Hall Sports or gay hotels,
saunas, and cruise ships.
Powerscope will also have its own e-commerce space for consumers to
purchase and connect with like-minded consumers on Powerscope products for
sell and purchase. This website will be created to sell Powerscope’s sporting
wear online by choosing from hundreds of professionally designed Powerscope
products. This will include shopping cart process orders, tracking of inventory,
and management of customers and allocation of sales reports, helpful apps, and
partnerships with other gay affiliates.
luxury retail
LGBT geographical
culture
fitness locations
ecommerce
In the first quarter of 2013, luxury
segment earnings rose 26% vs. 5%
for the overall US retail industry.
LGBT buying power is expected to
reach
$925 billion in 2013
Healthiest Cities for Men
(Percentage of residents with a
healthy body weight): San
Francisco (44.8) Oakland (44.8)
Honolulu (43.9) Albuquerque (43.3)
Boston (43.2)
Apparel and Accessories is
one of five online product
categories that grew by at
least 19% year-over-year,
according to comScore.
market info
market info
market info
market info
9. 8
Price:
Industry Price Structure:
Industry Apparel product analysis
concludes that a price
opportunity exists in men’s
underwear competitive brand
pricing in the current luxury retail
offering.
Goal: To effectively compete within the luxury underwear
market by targeting the lower end of the current pricing
cascade with greater product benefit offering than
competitors specifically targeting a niche consumer with a
growing amount of disposable cash.
Powerscope, LLC.
10. 9
Product:
Quality:
Premium dry wicking advanced comfort compression fabric with
double reinforced seams for durable wear.
Features:
Quadricep shaping increases
wearer’s natural flexibility
3D contouring cup for support &
to reduce moisture
Natural contour “V” shape
waistband to increase comfort in
movement and aligns with lower
front rise bottom apparel
All over smooth flatlocked
seams for maximum comfort
and flexibility
Powerscope Power Boxer Brief
Grip Contoured hem to reduce
short from riding up on wearer’s
leg
Breathable
mesh inset
11. 10
Product:
Powerscope Power Bikini
Quality:
Premium dry wicking advanced comfort compression fabric with
double reinforced seams for durable wear.
Features:
Quadricep shaping increases
wearer’s natural flexibility
3D contouring cup for support &
to reduce moisture
Natural contour “V” shape
waistband to increase comfort in
movement and aligns with lower
front rise bottom apparel
All over smooth flatlocked
seams for maximum comfort
and flexibility
Breathable mesh inset
12. 11
Promotion:
Powerscope will vibrate its place in the market by being both a national and international company that truly
utilizes their global marketplace.
Powerscope will be visible through physical retail stores in highly visual shopping areas, at gyms and through
other promotional channels such as gay pride parades, community running events, concerts, and gear
sporting activities.
Goal : Powerscope will organize focus groups to identify consumer need and feedback around such promotions
with product incentives for participants.
Also, a new channel most recently uncovered in the promotion and distribution of “gay wear” is partnering with
another, larger clothing line. “Old Navy isn’t the first retail chain to ride the gay pride rainbow wave, but it’s likely
the largest” (www.lgbtqnation.com) In May 2011, Old Navy launched a line of gay pride clothing as part of the “It
Gets Better” project. These partnerships are impressive and certainly a potential opportunity for Powerscope to
attach itself to the “coming out of the closet” trend and large retail stores who would like to partner with specialty
stores/wear to also increase their sales and increase Powerscope’s visibility.
Goal : Reach critical mass of adopters utilizing mass merchants.
Another promotion tool will be co-creating with customers to create value in Powerscope’s products by offering
promotions that will interact with the customer. This process will include:
•
A social networking site – to connect with like-minded individuals
•
A blog – for a range of stories, ideas, and opinions
•
Video and photo share
Goal : Create buzz for ecommerce direct to consumer sales.
This promotional process will create more of a learning environment from these interactions and experiences that
creates strategic capital. Powerscope can then learn directly from customers’ direct input on their preferences and
Powerscope can build relationships and trust with the Powerscope community and experiment with new offerings,
and creating a better brand.
13. 1
30% return for the 1st year. Increasing rate
is 75% per year.
4-5 partnerships will be established with retailers. Increasing
rate will up 40%, which will be 70% for 2016, and it will be
stable at 40% later. New cash projection for establish retailers
Investment for new storefronts in U.S. and U.K. This
investment will boost the increase of return by 150% for
the first year of new investment.
New investment for Entering the women's market by
launching a new product line.
The increase of return become stable, from
10% to 15% per year.
New swimwear business will on the track. The investment
including not only the start up money for the development
of swimwear but also the update of old manufacture
equipment. And devices.
Also, old products will become out of fashion,
Powerscope need a new design and marketing plan
for the new 15-year cycle.
Cash Flow Projections: 15 year plan