SUMMER LEAGUE 2016
joe carson Position Youth Boys Apparel Design Intern Hometown Annapolis, Maryland Education University of Maryland ‘18 Major Graphic Design BA
anna suhr Position Youth Girls Apparel Design Intern Hometown Marietta, Georgia Education Savannah College of Art and Design ‘17 Major Fashion Marketing and Management BFA
THIS IS HOW WE DO IT.
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company analysis 07 Who We Are
13 Core Competencies
09 Where We Are Going 15 Customer Profiles
11 Core Mission & Identity
market analysis 25 Competitors 33 Trends: Girls
28 SWOT analysis
37 Overlapping Trends
30 Trends: Boys
design process 45 Color
85 Fabrics
48 SS18: Boys
87 Next Level Collection
67 SS18: Girls 88 Footwear
market strategy 95 Focus Group
100 Gen Z Study
108 Print Advertisements 111 Instagram @ Launch
106 Video
114 Pop Up Concept
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COMPANY A N A LY S I S
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who we are
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Make great product. Tell a great story. Provide great service. Build a great team.
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where we are going
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Bridge the gap between the athletic go-getters and the trend setters. the precision of a three point shot the power and speed of a PR the intensity of every point scored and the swagger of walking out of the locker room after a win
NEXT LEVEL is an opportunity... to create continity between XLEVELs debut the cutting-edge, high performance collection to the market and develop brand awareness with strategic marketing.
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core mission & brand identity
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Empower athletes everywhere. Make all athletes better through passion, design, and the relentless pursuit of innovation. “Brand is not a product, that’s for sure; it’s not one item. It’s an idea, it’s a theory, it’s a meaning, it’s how you carry yourself. It’s aspirational, it’s inspirational.”
Kevin Plank
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core competencies
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Innovation of Textiles
Sponsorships
replacing cotton logo tees with compression garments designed for high-intensity workouts
NFL, MLB, NBA Stephen Curry, Jordan Spieth, Michael Phelps, Tom Brady, Misty Copeland, Gisele Bundchen
Technology moisture wicking and body temperature regulating
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Active Lifestyle clothing that works as hard as the athlete who wears it
customer profiles
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Abigail Bailey power gal
spends her Saturdays on the fields and courts multi-sport athlete team player but the star of the team her parents were collegiate athletes: Mom, tennis Dad, football her dad coaches her and her brother in soccer and basketball
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her favorite foods are healthy twists on fun treats: stuffed pepper pizza & homemade fruit popsicles athletic style - always going to or from practices and games dedicated student plays outside when her friends come over inherited a competitive attitude from parents
sports are a family activity
gets along with her older brother, Travis
her mom cooks and creates a healthy lifestyle at home
wants to be an athlete when she grows up but unsure of which sport
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Stephanie Parker sporty fashionista
embraces new trends in her mini way dancer, focusing mainly on hip hop to show off her sassy side her parents maintain a healthy lifestyle by being socially active and involved
likes to play outside with her dad and sister athleisure allows her to be comfortable and trendy carries herself with the grace and elegance she practices in ballet
likes to make everything “cute” & “fun” - even her food
others parents dress their kids with her as inspiration
admires her mother’s style & loves to match
likes to jump rope and play outside with her younger sister, Victoria
the social butterfly of her class 18
quick learner
creative mind
loves teaching her sister new things and bossing her around
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Travis Wilson young powerhouse
spends his weekends travelling for team tournaments friends with everyone at school spends most of his time with friends from his teams hyper focused in many sports his dad coached him in sports until he got to the club level his mom volunteers as team mom
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prefers team-based sports or relays over individual activities
very protective of his younger sister balances school & sports well destined to be a college athlete talks & watches sports with his grandpa handles losses like a winner encourages his team on and off the field eats an incredible amount of food growing boy wears athletic clothes everywhere he goes
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Brady Shields style stunner
heads straight to the waves or skatepark after school
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experimental with food and trends
the “cool kid� with no traces of exclusitivity
seeks adrenaline through unexplored experiences
super trendy mom that raised him with great individual style
influences & shares his interests with his younger siblings
his dad encuarges the whole family to be active
very mature and well spoken
spends all his time outside
has a keen eye for up and coming brands & styles
travels with his family to adventurous destinations
chooses his own clothes and outfits in an effortless way
has a substantial social media following
very laid-back, chill personality
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MARKET PLACE A N A LY S I S
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competitors
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Nike
Adidas
Better Boys and Girls Athletic Wear
Better Boys and Girls Athletic Wear
Bright colors that make a statement
Eye-catching bold graphics
Continutity of color and print throughout sports
Athleisure, retro feel
Playful & trendy
Reflect mature styles at lower price point
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ivivva
Zara
Best Girls Athletic Wear
Better Boys and Girls Sport Lifestyle
Young brand introduction
Fashion-focused
Fabric & fit-focused
Luxury, trend-inspired materials at low cost
Girls (only) power!
Style over performance 27
swot analysis
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Strengths
Opportunites
Inspiring brand for a healthy lifestyle Young athlete sponsorships Performance enhancing Strong brand loyalty Price point Textile innovation Strong tech presence (Connected Fitness and UA apps)
Athleisure trend Global expansion Growing women’s market Growing with young generation
Weaknesses
Threats Fashion-focused competitors Brand loyalty to competitors
Limited youth product range Missing athleisure and trendy styles
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trends: boys
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mr. t hree quar ter
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pop the hood
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trends: girls
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hi, high neck
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queen of neoprene
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shimmer shimmer
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overlapping trends
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mesh well with others
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var-city street
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rock the chop block
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DESIGN PROCESS
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color: youth tonic
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COLORS
Green Ash 0900410 CO
Blue Boy 0500990 CK
Phosphorus Yellow 0100936 CO
Plum Shadow 0402020 MC
Orange Alert 0202140 MC
Coral Glow 0200329 MC
Ultra Violet Lilac 0400192 MC
United Blue 0601066 CO
Indie Red 0201620 MC
Fizzy Green 0903770 MC
CORE COLORS
0902992 MC
0700130 MC
0503617 MC
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youth tonic
“the palette is one of contrasts and captures the energy of being young – all without a neon in sight. colours are electric and almost luminous, fizzing with energy, while others are more subdued and grounding.” WGSN
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ss18: boys
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ss18: girls
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CRISSCROSS BOSS TANK
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fabrics
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boys fabric BOYS
Tank Top 1 Jogger
SS Hoodie
Shorts 1
SS Top 1
Shorts 2
SS Top
Shorts 2
Tank Top 2 Jogger
Tank Top 2 Shorts 3
SS Top 2
Shorts 4
SpeedTech Mesh KNT-‐210227 Mesh KNT-‐215363 Mesh KNT-‐218326 Mesh KNT-‐212338 French Terry Charged Cotton
girls fabric GIRLS
Lightweight French Terry HeatGear Neoprene Mesh 0.5" reflectivity 1" branded trim 1" contrast trim 3" branded trim
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Tank Top 1 Shorts 1
Tank Top 3 Crop Legging Romper
Jacket
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footwear
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MARKET STRATEGY
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focus group
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What technology do you use on a daily basis? iPad / tablet
Parents
TV
Laptop Phone iPad / tablet
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Kids
TV
Laptop Phone
Rank these apps in order of importance to you.
Facebook Instagram SnapChat Twitter YouTube Pinterest
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When do your kids ask for new clothes?
While in the store While online
While watching TV
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id k r e oth w n a ng ing ne i e e r s meth e t f A r so a e w
Rank these ad channels in order of preference to you.
Who do you prefer to see in ads marketing to your kids? Inspiring kids & role models TV Social media Magazine / print Poster / billboard In store
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gen z study
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Who is gen z? Generation Z / iGen / Homeland Generation (generation after Millenials)
birth years: early 2000s - mid/late 2010s born or very young during 9/11 and the Great Recession giving them a feeling of unsettlement in younger years
technology educated and digitally dependent does not know a world without the internet
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In the year
2020
Gen Z will be
40% of consumers
Drawn to affordable and cause-driven brands
Generation Z
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researches online, reads reviews, and then buys in the store.
Millennials want experience
vs. Generation Z wants product
Wants to collaborate in marketing efforts: Market with them not at them
Focused on
“tuned� into
5 screens
3 at any given time
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Generation Z has an
8 second filter. 7 hours
of screen time per day.
Watching 2 to 4 hours on
YouTube
and less than 1 hour on traditional television
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85%
prefer YouTube to any other site
Crave to be taught and rather create than buy
“Most self-educated generation in history� - Merriman, Ernst & Young
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video
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print ads
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instagram @ launch
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pop up concept
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WHO WHAT WHERE
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top young athletes (including UA Next) and young fashion bloggers a retail pop up shop to promote Under Armour’s new line, Next Level, a rebranding of X Level making its market debut open retail space in close proximity to the Fell’s Point Brand House
WHEN
Fall weekend event in coordination with UA Next speakers, sporting events, and pre-holiday shopping
WHY
create a NextLevel experience for target consumers to introduce the line in an authentic way with maximum exposure
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thank you Managers Bryan Bullard Madison Shellgren Youth Design Team Sarah Brunette Danielle Wagner Rachael Martin Veronica Belo Mentors Alex Paugels JennaMarie Hill 121