The document outlines Moon and Star Athletics, a proposed women's athletic apparel brand. The brand aims to make women of all ages, sizes, and body types feel comfortable and confident in their workout clothing. It will offer affordable basics like yoga pants, sports bras, and tanks in a variety of prints and colors. The target market is women ages 25-50. Moon and Star Athletics plans to sell through Athleta and Gap stores as well as online platforms. Its goal is to inspire women to be their most powerful selves through exercise and activity.

1. Moon and Star Athletics
By Meghan Spezzano

2.  We design products to make women feel
untouchable when putting on the clothing and having
her feel like she can achieve any task thrown at her
without anything or anyone stopping her.
Mission Statement

3.  The strategic vision of the company is to help all
women of any age or body size/type to feel and look
good about herself while working out or just wearing
the apparel to do daily activities.
Vision

4.  As an American brand the idea of Moon and Star Athletic
is to encourage women of all sizes to feel comfortable and
feel confident in their workout gear. Women should feel
motivated and inspired by the affordable brand. Whether
their actually working out or just wearing the clothes for
errands, all women will feel relaxed in this clothing. The
line has a variety of prints and colors that will look good on
all body types. As said in ATHLETA’s mission statement, “A
woman athlete is her most powerful self when she’s fully
engaged in the moment- when she discovers her strength,
her focus, her power.”
Big Idea

5.  Target Market: Women ages 25-50
 Motto: Reach for the stars
 Logo :
 Font: Moon and Star Athletics
 Upbeat music will be played in stores to inspire
women to leave the store feeling like they want to go
for a run or workout
Brand Brief Cont.

6.  Running Shoes: $59.99
 Yoga Pants: $69.99
 Spandex: $44.99
 Sports Bras: $44.99
 Hair Bands: $12.99
 Socks: $8.99
 Work Out Tanks: $42.99
Price for my line

7.  Moon and Star Athletics will be advertised on
 Online
 Magazines
 Newspapers
 Social Media (Facebook, Instagram, Twitter and
Snapchat)
 You will be able to shop the brand in ATHLETA and
Gap stores and online on ATHLETA, Gap and Moon
and Star Athletics.
The Creative Brief

8. Celebs. Representing The Brand
Amber Riley Rebel Wilson Melissa McCarthy

9.  Our target audience : women ages 25-50
 Competitive advantage: targeting plus size women
ages 25-50 to wear our brand of athletic clothing that
will look good on their figure and make them feel
comfortable and be able to purchase the gear at an
affordable price.
The Positioning Brief

10.  Lululemon
 Nike
 Under Armour
 Adidas
 Champion
• Opportunities:
• Giving the chance for ladies of all sizes to be able to buy
affordable, stylish gym clothing
• Wide age gap so hopefully can attract both older and younger
women
Competition

11.  ATHLETA designs versatile and fashionable
performance apparel for the gym, studio and
everything in between since 1998
 “A woman athlete is her most powerful self when
she’s fully engaged in the moment- when she
discovers her strength, her focus, her power.”
 Mission : We design products that live up to the
challenges those moments bring and make her look
as she feels.
 ATHLETA is an online store and retail store and also
has adopted Gap Inc.
Licensee: ATHLETA

12.  Form relationships with customers
 Targeting a specific market of women
 Inspire and motivate women no matter they body
shape or size
Summation