Technical Apparel for Recreation #doingthings
Courtney Lucido | Burke Price | Professor Taylor | FASM 310
COMPANY OVERVIEW
Active lifestyle brand Outdoor Voices was founded in 2013 by Tyler Haney, a graduate of Parsons School of Design. She was looking to fill a void in the activewear market fueled by her passion for technical fabrics and desire to remove the competitive edge commonly associated with fitness. Instead, Haney wanted to create a brand focused on being active daily, simply for the pure enjoyment of it. “Our mission is to get people out there and Doing Things together, to redefine recreation as part of everyday life.�
PROPOSAL To create a bra that allows women to be hands-free like never before, The Limitless Bra conveniently places a woman’s smartphone behind her back in a secure pocket. This feature allows her to be fully engaged in activity without having to worry about her phone falling or encumbering her in any way. In addition to the pocket, we’ve added two tabs onto the top of the straps that allow the wearer to feed her headphones through. This unique feature ensures that when she removes her earbuds, she will not need to worry about losing or misplacing them. These adjustments to the everyday sports bra will result in a more comfortable experience and total focus on the activity. As Outdoor Voices grows to become a leader in women’s activewear, this standout item will demonstrate the company’s commitment to innovation and functionality.
INSPIRATION The Limitless Bra was inspired by the average sports bra and those who wear it. This design was sparked by the desire to dramatically improve an integral part of women’s workout routine so that she can keep her focus on her activity, not her device.
A
14 14”
B
6 6”
C
5.5 5.5”
D
3 3”
E
3.5 3.5”
F2
6”
G
9 9”
H
12 12”
I
16 16”
J
14” 14
K
4 4”
L
8 8”
M
1.5 1.5”
N
0.5 0.5”
P O
6.5 6.5”
Q P
4 3.5”
S Q
5.25 5”
V R W S XT Y U
N
4.5 1.5” 3 3”
B C
G
J
L I R
R
A
F
E
D T
H O
8 8” 6 6”
M
S Q
K
P
U A
SPEC SHEET
Measurements Size: Large
COST SHEET
The Limitless Bra
Name: Item Number: Description:
Manufacturer:
OV-10072 Sports bra with a smartphone sized pocket on the back and tabs on the straps. It will be made out of an 8 oz. 50% cotton/50% polyester blend. Maia Industry Limited
Number of Units: FPP (includes poly bags, hangtags and labels):
5,000 Total
Unit
$15,150.00
$3.03
$2,021.00 (20 cartons)
$0.40 $2.47
$150.00
$0.03
$17,321.00
$3.46 $5.53
Shipping (Air) (Air, China (Guang Zhou,- Savannah): China to Auburn, MA) Carton Information: 32 x 48 x 68 cm 250 units/carton One carton = 23 kg
Duty (11.2%): Total Cost: Markup Percent:
250%
Wholesale Cost:
$8.65 $13.83
Back
Front
BRANDING
M
TARGET MARKET The target market for the Limitless Bra is women between the ages of 18 and 35. She lives and works in a fast-paced, urban environment making a salary of $60,000+. She enjoys splurging on activewear pieces. This ideal customer is a trendsetter who appreciates products with elegant integration and well-designed features.
CUSTOMER PROFILE Stephanie is a 28-year-old customer success manager, earning a salary of $95,000. She stayed in the Los Angeles area after graduating from Chapman University. Some of her favorite brands include Acne Studios, A.P.C., A.Y.R. and Everlane. She enjoys fitness and the apparel that goes along with it. Stephanie is a multi-tasker. She is always looking for new ways to get outside and be active.
SALES OUTLETS The Limitless Bra will be available in Outdoor Voices stores located in New York and Texas as well as on their company website. Store Locations: New York (Nolita) New York (UES) Austin Dallas
Nike was founded in 1964 by Phil Knight and Bill Bowman. They have a wide variety of sports bra styles to accommodate different activities and body types. Sports bras from Nike range from $30-85.
Athleta is a subsidiary of The Gap Inc. that carries women’s activewear. They aim to be innovative with fabrics such as Sculptek™ that adapts to fit your body. Athleta sports bras range in price from $40$70.
Founded in 1996 by Kevin Plank, Under Armour gained recognition for their baselayer and compression garments. They launched women’s apparel in 2003. Their sports bra ranges from $25-55.
Lululemon was founded in 1998. They create athletic garments for yoga, running, and other activities. Lululemon is well-known for leggings and its popularity with young adults. Their sports bras range from $48-$68
COMPETITION
Adidas was founded in 1949 by Adolf Dasher and is famously known for their three stripes. They carry athletic apparel, shoes and accessories as well as several collaborations. Their sports bras range from $18-70.
PROMOTION
12
9.1 2
2.3 8
91
ts
ec
B Pr oj
23 Sa 5 A va b e n n rc a or 31 h, G n S 40 e tr 5 or ee gi t a
m
.co
C ail
gm
@
ts
ec
ro j
C& BP
BRAND EXTENSION/COLLATERAL
Per Person
Total
$126.20
$252.40
Per Night $138
Total $276
Meals Expense
$125 Per Person
$250 Total
Expense
Metrocard Expense Miscellaneous
Per Person
Total
$14.75 Per Person
$29.50 Total
$100
$200
Airline: Jet Blue Depart SAV: January 20, 2017 at 10:08 a.m. Arrive JFK: January 20, 2017 at 12:04 p.m. Depart JFK: January 22, 2017 at 7:00 a.m. Arrive SAV: January 22, 2017 at 9:26 a.m. Hotel: Three days/two nights Pod 51 230 E 51st St, New York, NY 10022 Meals: Five meals total, $25 allocated for each Total Cost: $1007.90
EXPENSES
Expense Round trip Flight: SAV to JFK Expense Hotel