Senior Capstone

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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