UNDEFEATED
Cover Letter Nov 13, 2017 Diana Lee Atlantic station Central park, Atlanta, Georgia, 30363 404-333-3333 undefeatedpopupstore@gmail.com
Dear,
We are pleased that we can introduce you our new pop up store in Atlantic station, central park. We are majoring in Fashion marketing management in Savannah College of Art and Design, and we all have various experience in fashion industry. For this Pop-up store project, we have researched the possibilities of Undefeated store in Atlanta area. Undefeated is the clothing and shoes brand that has street-wear brands including Bapte, Goodenough, Addidas, Vans, Converse, Patta, Nike, and Yeezy line. They have three stores in LA area, but they don’t have any location except the three stores in states. Atlantic station has various brands and fast fashion brands but there are not enough menswear and streetwear store. The major customer of apparel in Atlantic station is youngers and there are four colleges are located closely including Emory University, SCAD, GSU, and Georgia Tech. However, the stores in Atlantic station could not meet their needs. Undefeated is casual streetwear brand for unisex, so we decided to open the pop-up store for monitoring the possibility of our brand in Atlantic station. We’re sure this project can be the platform of numerous opportunities for the market in Atlantic station.
Sincerely,
Prepared by: Diana Lee / Finance management, Marketing, Forcasting
Undefeated Pop-Up store Atlantic station Central park Atlanta, GA, 30363 404.333.3333 404.334.3334 undefeatedpopupstore@gmail.com
Date Prepared: Nov 13, 2017
Undefeated or Undftd is a sport inspired brand founded by James Bond and Eddie Cruz.The flagship store was opened in Los Angeles on La Brea St., right next to the Stussy one. Now Undefeated has stores in Silver Lake, Las Vegas and Tokyo Undefeated is a well curated sneaker boutique and apparel brand founded in Los Angeles. Since 2002, Undefeated has grown to 12 chapter stores in Japan and the US. Undefeated collaborates with Nike, Adidas, Beats By Dre, Shoyoroll, Maharishi, Asics, the LA Galaxy and many other brands to produce high quality footwear, electronics, and apparel.
Customer Profile
Teenager College student Young professionals Fashion influencer Single Young couple Sensitive for fashion trend Spend over $500 for fashion a month
Active Confident Passionate Communicative Creative Love Hip-hop music Uses mobile phone all the time
Product
Premium California sneaker boutique Undefeated is no new name to streetwear and footwear. Its coveted collaborations – with the likes of adidas, Been Trill and A Bathing Ape — along with its inhouse label continues to place the brand at the forefront of its genre. Its “5Strikes” logo was designed by Adam Levite. The aim of the logo was to fully encompass the word “Undefeated” with something that would be as bold as its name but simple enough to remember. The result was five strikes, a measurement for counting which also represents how the brand also conquer its opponents; winning five straight games in a row and walking away. It was also inspired by the World War II Allied fighter kill count.
Retail Market Analysis 2017 Q3 Colliers international Diana Lee
Target Market
Target customer Age: 17- 28 Gender: Unisex Confident Self-mangement Trendy Active Young Single Young couple Milddle class Income: 35k - 50k Teenager College student Young professionals
Trnasportaion SCAD> 22min/ walk, 6min/ car Market analysis Diana Lee
Georgia Tech> 27min/ walk, 6min/car, 26min/ martar GSU> 1hr/walk, 11min/car, 11min/martar
Strength
Large product catalog covering multuple verticals Large amount of content Unique position in current market Meet customer’s need in the area High Quality Collaborative items with high-end streetwear Social media platform Weakness
Low recognition Lack of differentiation between premium and basic brand High price than fast fashion Lack of store location Lack of variety for women customer SWOT & Competition Diana Lee * Competitive Advantage of Undefeated in Atlantic Station 1. Unique position in Atlanta area
Opportunity
Expand the store in states and global Grow the brand recognition with more commercials Collarboration with fast fashion (SPA)
2. Reasonable price and high quality 3. Appeal to the international customer 4. Brand awareness with celebrities 5. Meet the customer needs (Young population) 6. Trendy style and variety 7. E-commerce 8. Active Social media communication
Threat
Fast fashion E-commerce High-end fashion Supermarkets
Direct competition metrix
Indirect competition metrix
Trendy
Low Price High Price
Classic
Promotional party
Event
We’re so excited to introduce our brand to Atlanta! We’re going to host entertaining party for providing our future customer variety store experience. For this opening event, we will offer lots of entertainment including non-alcohol drink, music with DJ and some giveaway games. Also, we will offer gift bags for the first 100 customers and it consists of fashion items randomly. The goal of our pop-up store is not just making a profit, but introducing our brand to the customers. This is the first step for exanding our market in the states, and we hope they can enjoy our new store. We will invite some guests like media press, celebrities, and executives of Atlanta area but the party is basically opened to the public. The party theme is creative community, we hope our party can offer lots of fun to our potential customer.
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