Theory X Titleist by Melissa Funk

t h e o r y x titleist

table of contents theory brand analysis store construction perfect fit customer titleist brand analysis performance customer competitive analysis socio-cultural trends trend analysis problem statement target persona concept concept justification color story fabric story line merchandise

â&#x20AC;&#x153;a company, a concept, a philosophy, an aesthetic, a style, and a productâ&#x20AC;?

founded by andrew rosen in 1997 sells modern clothing for men and women owned by link theory holdings prides itself on making the customer feel comfortable and sexy in their clothing customer is very active, versatile, intelligent and fashion savvy create pieces that are staples in their customers wardrobe emphasis on fit and fabric quality known for their stretch fit pants currently have 16 retail stores, 13 outlets, and is sold at major retailers like saks, bloomingdales, and barneys.

t h e o r y | brand analysis

theory 38 is a contemporary line of apparel by theory that uses high quality fabrics with polished, sporty, and street wise design. with limited amount of product in this line, there is room for growth in the activewear segment.

through their perfect fit aesthetic and sleek, sporty pieces, theory will take a dip into the athleticwear market creating staple pieces for their active customer.

t h e o r y 3 8

theory stores are constructed to resemble art galleries filled with clothing. each piece is given room to be showcased just as a piece of art would. the minimalism of the store aesthetic gives the consumer a relaxing shopping trip. It is set up in a doughnut shape in order to create a natural clothing flow throughout the store.

t h e o r y | store construction

luxury, quality, and simplicity serve as the basis of Theoryâ&#x20AC;&#x2122;s brand. their perfect fit aesthetic exudes through the use of luxe fabrics, quality craftsmanship, and clean lines. attention to fit and fabric in each garment makes the customer feel comfortable and confident. starting with the perfect fit pant, the brand has expanded to a broad range of clothing focused on fabric quality, fit, and style.

t h e o r y | the perfect fit

theoryâ&#x20AC;&#x2122;s core customer exhibits sophistication and confidence through the mix and matching of staple pieces of the brand. she is universal, intelligent, and fashion savvy. her versatile lifestyle requires her to pursue clothing that provides comfort and durability. the fit and quality fabrics gives her the ability to perform various tasks of her demanding lifestyle while remaining true to the latest contemporary fashion trends.

t h e o r y | the loyal customer

“the #1 ball in golf”

founded in 1932 by Philip E. Young titleist is derived from the word “titlist”, which means “title holder” provides both serious and recreational golfers with products and services of superior performance and quality limiited amount of clothing apparel; mostly just hats and gloves sold at various golf proshops, golf speciality shops and department stores such as; dicks sporting goods. known as the #1 ball in golf owned by the acushnet company it is a respected golf brand used by pga players such as adam scott and steve stricker

Titleist |brand analysis

The Titleist woman means serious business. She expects her golf brand to provide the most top-notch items that are long lasting. She will remain loyal to one brand that gives her everything she needs to perform on the course. Looking the part is one thing, but feeling comfortable in her clothing is what our golfer seeks in a brand.

Titleist | the golfer

established with their famous tagline, â&#x20AC;&#x153;the #1 ball in golfâ&#x20AC;? titleist is a brand that prides itself on high precision and exceptional performance. through research, quality manufacturing, and player testing, their golf balls provide exceptionally long distance and efficiency around the green. the brand provides proper ball fittings, allowing their customer to pinpoint which type of ball is right for them. maintaining an active presence in the golf community, the titleist golf ball was used by five out of seven professionals on the leader board of the 2014 masters championship. capturing his second green jacket, 2014 masters champion, bubba watson gives credit to the pro v1x ball for its distance and accuracy off the tee, as well as its rigorous performance on the green.

Titleist|Performance

t h e o r y

Vince & J Brand mimic the minimal & contemporary aesthetic that Theory exhibits. Just as Theoryâ&#x20AC;&#x2122;s perfect fit pant, J Brand jeans are also known for their fit and comfort. J Brand was the first company to impact the global market in 2008 with the introduction of the dark-washed skinny jean. Vince provides a line of staple pieces for a womanâ&#x20AC;&#x2122;s wardrobe that embodies a modern, sophisticated lifestyle. Their clothes are often displayed through celebrities such as Rachel Bilson, Kate Hudson, and Jennifer Aniston.

t h e o r y x titleist| competitive analysis

Titleist

Similar to Titleist, many sportswear brands market through the endorsement of golf professionals. Nike, who is most famous for sponsoring Tiger Woods, also bases their product off of performance. The Tour Accuracy golf ball was a huge success with Nike consumers with the sales attributed Tigerâ&#x20AC;&#x2122;s 1996 signing with the brand. Callaway Golf has a mission to provide their customer with the tools they need to become a better golfer. Each golf brand provides an ample amount of golf apparel for men, but only a few choices for women, leaving an opportunity for growth.

In an article for the activewear market, theres no way but up, fashion meets fitness in a variety of areas as yoga pants are worn outside the yoga studio and sneakers are being paired with skirts. in the past year, sales in the women activewear market have reached $11.5 billion. a survey conducted informed that women spend more per year on golf supplies than men do. while women are becoming more present in the golf community theyâ&#x20AC;&#x2122;re image is somewhat distorted. in the article, nine for IX:branded, a double standard is placed on female athletes as sex appeal often overrides talent and performance. by creating a line of clothing with an emphasis on fit, our customer will be able to perform a number of tasks. subtle and aesthetically pleasing details give emphasis of the clothes providing comfort and function rather than sexual appeal.

t h e o r y x titleist| socio-cultural trends & analysis

â&#x20AC;&#x153;For every physical and fundamental act in sport, there is an equally related mental component which must be addressed.â&#x20AC;? Buddha

t h e o r y x titleist| trend analysis

your brain works just as your body does, as explained in an article on brain stimulation, lack of exercise & stimuli for the brain results in an unhealthy lifestyle. as health conscious, active individuals, we are striving to maintain better physical and mental strength. lifestyle is said to play a vital role in the health and wellness of our brains. Low intensity sports such as golf allow for physical exercise as well as mental stimulation through concentration, determination, and coordination.

in collaboration with titleist, theory will introduce an collection of athletic apparel for their active customer who enjoys playing golf and wants her apparel to meet her needs for functionality as well as fashion

t h e o r y x titleist| problem statment

the recreational golfer

growing up in a small apartment just outside of manhattan, ivy is a 38 year

old accountant who enjoys keeping up to date on the newest fashion trends. her preplanned outfits for work allow her enough time in the morning to pick up the paper as well as her daily chai tea latte from Starbucks. As a frequent Bloomingdales customer, she is able to shop for many things at once, thus saving her time. Between balancing work, a husband, and two kids, ivy manages to find time to enjoy herself through various activities. she is often found playing a round of golf with her colleagues and future business partners. She enjoys golf as an avenue of leisure as well as a way to train and enhance her mind and body.

t h e o r y x titleist | target persona

the serious golfer

taylor, a 27 year old Georgia native, embodies her minimal but sporty style through functional pieces in order to accommodate her active agenda. established in her

career at an advertising firm, she spends after work hours at dinner with friends or at home with a good book. as a health conscious woman, salads & smoothies are regular staples in her diet as well as 3-4 days a week spent at the gym. Being the only sister to 4 brothers, she started her interest in fitness and competitive sports at a young age. her hard earned money is better spent on experiences; such as golf. she is well traveled, often taking trips to destination areas that allow her to play. Because golf is such a mental and individual sport, it forces her to be in competition with herself, helping her focus on improving every aspect of her work ethic.

the mindâ&#x20AC;&#x2122;s eye the minds eye expresses focus and determination through a golfers perspective. strengthening the mind roots in our ability to stay attuned to our surroundings and ability to filter out unnecessary information. creating pieces that are functional for our customerâ&#x20AC;&#x2122;s versatile and demanding lifestyle allows her to feel comfortable and confident; which enhances her performance. our perfect fit aesthetic exhibits through geometric shapes, movement of line, and weather resistant fabrics to create staple pieces in the active womanâ&#x20AC;&#x2122;s wardrobe.

t h e o r y x titleist | extension concept

we are in the midst of reevaluation. a reevaluation of what we deem as important information to take up space in our brain. we are in the midst of mindfulness as an avenue for health and happiness. in order to be mindful we must relax our minds. according to joann dahlkoetter, ph.d, â&#x20AC;&#x153;emptying the mind of anxious thoughts and judgmentsâ&#x20AC;? creates a balanced mind and allows us to remain mindful. many athletes say the key to successful performance is the stay in the moment at all times, emptying the mind of left brain thinking, analyzing and judging.

t h e o r y x titleist | extension concept justification

neutrals

blanc slate

taupe grey stone all natural apricot onyx

t h e o r y x titleist| color story

subtle pops of color

midnight blue subdued oasis cherry sangria blush

performance knit 94% polyester, 6% spandex

stretch knit 82% nylon, 18% spandex

t h e o r y x titleist| fabric story

suiting fabric 100% polyester

light weight wick away performance fabric 100% polyester

utility rip stop fabric moisture wicking 100% nylon

performance knit 94% polyester, 6% spandex

stretch knit 82% nylon, 18% spandex

t h e o r y x titleist | fabric story|physical materials

suiting fabric 100% polyester

light weight wick away performance fabric 100% polyester

utility rip stop fabric moisture wicking 100% nylon

the alignment top in performance knit|$225.00 style #|E0310451 material|left panel: light weight wick away, 100% poly right panel:performance knit: 94% polyester, 6% spandex colors|blanc/onxy, midnight blue/taupe grey, oasis/subdued, taupe grey/oasis, sangria/blush sizes| p, s, m, l 40 SKUs an asymmetrical fashion tee, elastic waistband, machine wash.

the delk top in performance knit|$225.00 style #|E0310452 material|performance knit; 94% polyester, 6% spandex colors|onyx, blanc/onyx, sangria, midnight blue/blanc sizes| p, s, m, l 16 SKUs fashionable peplum top, geometric pattern panel, machine wash

dwyer top in performance knit|$275.00 style #|E0310453 material|performance knit, 94% polyester, 6% spandex colors|onyx, blan/onyx, midnight blue, blanc/midnight blue, blanc/sangria sizes|p, s, m, l, xl 25 SKUs ribbed performance top, crew neck, machine wash

the deconstruct legging in stretch knit| $195.00 style #|E0420112 material|stretch knit: 82% nylon, 8% spandex colors| onyx, blanc/onyx, midnight blue/onyx, blush/onyx sizes|22-30 36 SKUâ&#x20AC;&#x2122;s moisture wicking technologies, exposed stitching, machine wash

edge top in performance knit |$275.00 style #|E0310454 material|performance knit, 94% polyester, 6% spandex colors|onyx, blan/onyx, stone/onyx, blanc/cherry oasis/ midnight sizes|p, s, m, l, xl 25 SKUs crew neck,machine wash , moisture wicking technologies

germain tee in performance knit |$225.00 style #| E0310455 material|performance knit; 94% polyester, 6% spandex colors|onyx, blanc, oasis, blush, stone sizes p, s, m, l, xl 25 SKUs asymmetrical neckline, stitching 4 in at center front, machine wash

tamulls skirt a in suithing|$245.00 style #| E0368821 material | suiting fabric, 100% polyestercolors|blanc, onyx, all natural, midnight blue sizes|22-30 36 SKUâ&#x20AC;&#x2122;s below knee length, elastic waistband. Exposed stitching at hem and side front, machine wash

tamulls skirt b in performance knit| $215.00 style # | E0368820 material | performance knit; 94% polyester, 6% spandexcolors|blanc, onyx, all natural, midnight blue sizes|22-30 36 SKUâ&#x20AC;&#x2122;s knee length, elastic waistband. Exposed stitching at hem and side front, machine wash.

thank you. melissa funk | funkmm@mail.uc.edu | 513.708.7477