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Alana Blanchard
Senior Capstone Jordan Dabney FASM 430 Fall 2016 Professor Taylor
Table of Contents Mission Statement Company Overview History of Body Glove About Alana Blanchard Market Analysis Target Customer Competitive Analysis Marketing Strategy Product Lineup Sizing Specifications Retail Markup Financial Statement Summary Sources
Mission Statement For my senior capstone, I decided to create a collaboration between Body Glove and Alana Blanchard. Along with this collaboration, there will be a pop-up shop. In creating this collaboration I found that it is important to conduct extensive research on the company, where the company has strengths and opportunities, and how the company will promote the collaboration. In doing this, I will present the research and products in a booklet with appropriate branding that will appeal to the Body Glove Customer.
Company Overview
For this collaboration, Alana Blanchard will become the face of Body Glove. She will be promoting the brand and their new product offerings. Alana Blanchard will be the perfect spokesperson for the brand because she is a professional surfer and she is very well know in the surfing and water sports community. This collaboration is to provide more swim gear for women. Body Glove has a sparse selection for women and this collaboration is to showcase their new choices. This collaboration will appeal to not only female surfers, but also females who love water activities.
History of Body Glove Twin brothers Bill and Bob Meistrell moved to Manhattan Beach in 1944 and immediately fell in love with the ocean. They picked up surfing as a hobby throughout high school. After graduation they were both drafted into the Army, Bill went to Korea while Bob was transferred to Monterey. After their deployment, they found themselves back in California. The brothers needed a way to combat the cold water of California; they tried everything. After numerous attempts, the brothers discovered a material used in the back of refrigerators. With this material the brothers fashion the first neoprene wetsuit. In 1953, Body Glove was born. This wetsuit revolutionized surfing and diving. The wetsuits had amazing fit which lead to their tag line “fits like a glove� and the name of the company. The Meistrell brothers were inducted into the Diving Hall of Fame and the Pioneers of Surfing. Body Glove continues to make perfect fit wetsuits, as well as rash guards and swimwear.
Important Dates Invented the wetsuit in 1952
Logo made in 1960
Founded in 1953
Rays Apparel Inc. began manufacturing in 2005
Body Glove sales topped $2 million in 1980
60th anniversary in 2013
Revenues of $200 million in 2006
Went into the footwear market in 1999
Introduced swimwear in 1986
Revenues of $80 million in 1988
Revenues of $100 million in 2001
Marquee Brands LLC announces it has acquired Body Glove in late 2016
Producing a line of paddleboards and surfboards in early 2016
“On a lake, river, ocean, or pool, the Body Glove lifestyle is what water lovers aspire to achieve.�
MeetAlana Blanchard Alana was born in Kauai on March 5, 1990. Her dad taught her how to surf at the age of four, she then started competing at the age of nine, and she has been competing since. In 2014, she was ranked 10th best female surfer in the world; “Alana Blanchard is the 1 0th-ranked female surfer in the world, and she is easily one of the most famous surfers on the planet…” (Surfer Mag). Along with surfing, she enjoys other activities. Her morning routine consists of a surf sessions followed by either yoga or pilates. “I love exercise, I find it really difficult to sit around and do nothing” (Alana Blanchard Surfer). Alana is sponsored by GoPro, Spy Eyewear, and Rockstar Energy drinks. She has a huge following on social media outlets such as Instagram, Twitter, Facebook, and Tumblr.
Market Analysis
Trend Analysis Key Swimwear Trends: Mixing patterns Cool cutouts Active inspired Tie Dye pattern Slogans and logos Palm patterns Color blocking
SWOT Analysis STRENGTHS
WEAKNESSES
Major water sport brand
Don’t advertise their products very well
Had the first practical wetsuit
Selection for women is very sparse
Strong global presence
No brick and mortar stores
Products are well manufactured
OPPORTUNITIES
THREATS
Collaborations with someone well known in the water sports community
Major competition Other brands creating knockoffs
New product offerings Not as much advertisements as other brands Pop-up shops to spread brand awareness
Target Customer
Demographics
Psychographics
Females
Outgoing
Ages 16-28
Free spirited
College student
Love to be in bodies of water
College degree
Beach bums
$10,000+ annually
Buys swimsuits all year round
Madison Wright 19 years old Single Lives in Laguna Beach, California Studies graphic design at Laguna College of Art and Design Works at Second Reef giving surf lessons on the weekends $8,000-$15,000 Started surfing when she was six years old Competes in local surf competitions Loves to travel and experience new cultures
Alexa Grey 26 years old Graduated from College of Charleston Lives with her boyfriend in Miami, Florida Freelance fashion photographer $70,000- $90,000 Hobbies include scuba diving and traveling Loves the ocean Free spirited Creative Open minded
Samantha Webb 23 years old Graduated from University of Oregon Lives in Honolulu, Hawaii with her family Journalist at Honolulu Magazine $50,000-$70,000 A day not spent on the beach is a day wasted Enjoys shopping at local boutiques Wardrobe contains mostly bikinis Outgoing
“Authentic innovation in all watersports products is the model for Body Glove’s continued success.”
Competitive Analysis
Local Competitors
Online Competitors
Jack’s Surfboards
Roxy
Huntington Surf & Sport
Billabong
17th Street Board Shop
Quicksilver
Toes on the Nose Surf Shop
Rip Curl
Harbor Surf Boards
Hurley
Marketing Strategy
The Event The Vans US Open of Surfing is held on Huntington Beach, California. The competition is held from July 23rd-31st. The US Open of Surfing is the perfect place to debut the collaboration because it is the world’s largest surf competition and lifestyle festival. In addition to surfing, there are events such as live music, movie premieres, fashion shows, and product demos. Nearly 500,000 people visit this event each year.
The Pop-Up Shop The pop-up shop will debut the collaboration and new offerings from Body Glove. The pop-up shop will remain open from the duration of the competition which is July 23rd to the 31st. The Body Glove pop-up shop will be placed with other pop-up shops and kiosks on the pier or on the streets surrounding the competition. The pop-up shop will be a refurbished trailer and contain product on the inside.
The Look
Promotion
alanarblanchard
Following
Alana Blanchard Pro surfer - vegan - traveler - animal lover www.surfermag.com/surfer-awards 1,607 posts
1.8m followers
468 following
+ Alana Blanchard
July 23-31
Product Lineup
Sizing Specifications
TOPS Size
Bust
Cup
x-small
32”
A-B
small
34”
B-C
Size
Waist
Hips
medium
36”
B-C
x-small
25”
34”-35”
large
38”
B-C
small
27”
36”-37”
x-large
40”
C-D
medium
29”
38”-39”
D
-
D
large
31”
40”-41”
DD
-
DD
x-large
33”
42”-43”
E
-
E
F
-
F
BOTTOMS
Retail Mark Up
Fabric Cost = 1.5 yards @ $6.00 per yard
$9.00
+ CMT
$7.00
=FIRST COST
$16.00
+ Agent’s Commission (6%)
$0.96
+ Duty (4%)
$0.64
+ Shipping/Freight
$0.60
+ Misc.
$0.55
=TOTAL LANDED COST + Wholesaler Mark Up (45%)
$18.75 $15.34
= WHOLESALE COST
$34.09
+ Retailer Mark Up (55%)
$41.67
= RETAIL PRICE
$75.76
Example for Body Glove logo wetsuit
$34.50
$34.50
$38.00
$28.50
$28.50
$27.50
$75.80
$46.75
$46.75
$75.80
$75.80
$40.00
$40.00
Financial Statement
Talent..........................................................................................................$10,000 Manufacturing (Rays Apparel Inc.).....................................$5,000 Refurbished Trailer.............................................................................$1,500 Rental Spot.............................................................................................$650 Promotion..................................................................................................$1,500
Total
$18,650
Summary
For this collaboration, Alana Blanchard became the face of Body Glove. She promoted the brand and their new product offerings over social media, email blasts, and print advertisements.. Alana Blanchard was the perfect spokesperson for the brand because she is a professional surfer and she is very well know in the surfing and water sports community. This collaboration provided more swim gear for women. Body Glove had a sparse selection for women and this collaboration showcased their new choices. The new choices include bikinis, rash guards, board shorts, and wetsuits in a variety of colors and prints that are cohesive with the brand. This collaboration appealed to not only female surfers, but also females who love water activities. Body Glove + Alana Blanchard collection launched July 23rd at the Vans US Open of Surfing Competition. The collection was shown in a pop-up shop on Huntington Beach during the competition.
Sources http://alanablanchardsurfer.weebly.com/biography.html http://www.surfermag.com/features/alana-blanchard/#qZ6wmRyAsY5jDxUc.97 www.bodyglove.com http://www.divinghistory.com/id20.html http://www.encyclopedia.com/books/politics-and-business-magazines/body-glove-international-llc http://www.mbaskool.com/brandguide/lifestyle-and-retail/2564-body-glove.html https://www.surfcityusa.com/events/annual-events-festivals/us-open-of-surfing/ https://static1.squarespace.com/static/53f2813be4b060e97b8de8e9/t/5819d82320099e3 3f3265400/1478088740078/Marquee+Brands+Acquires+Body+Glove+110216+PR+.pdf http://www.grindtv.com/transworld-business/features/body-glove-vp-marketing-scott-daley-new-nssa-partnership-company-sales-privately-held/#MELBJqbMEtFVAPwx.97
Sources http://www.hoovers.com/company-information/cs/company-profile.body_glove_international_llc. a401881d01af4924.html https://www.glassdoor.com/Reviews/Employee-Review-Body-Glove-RVW5816298.htm http://rebusinessonline.com/body-glove-corporate-headquarters-in-redondo-beach-receives-3mloan/ http://www.vansusopenofsurfing.com http://www.huntingtonbeachevents.com/Event/usopen.html