JORDAN HOME COLLECTION Spring 2015
Leah Beckelman Jessica Dominguez Makki Nelson Kat Polley Mary Smith Yvette Wallace
“Some people want it to happen, some wish it would happen, others make it happen.�
-Michael Jordan
Table of Contents Press Release
1
Project Introduction Company History & Brand Extension Creation
2
Product Narratives
3
Jordan Brand SWOT Analysis
4
Product Pricing
5
Customer Profile Demographic Analysis
7
Customer Trade Offs
9
Psychographic Analysis
10
Behavioral Analysis
11
Brand Touchpoints Product Launch Locations
12
Pop-Up Shop Locations
14
Showcase Locations
20
Trend Reports
23
Color Boards
27
Line Sheets
33
Tech packs
98
Sources
114
THE JORDAN HOME COLLECTION
Jessica Dominguez Sales Coordinator - Jordan Home Collection Phone: 212-303-5978
March 16, 2014
FOR IMMEDIATE RELEASE
JORDAN BRAND IS RELEASING A HOUSEWARES COLLECTION, MAY 30, 2015 With the successful sales of Air Jordan sneakers, Jordan brand is excited to announce they will be introducing a housewares collection. On Saturday, May 30th 2015, the new brand extension will be unveiled. Sports Illustrated Magazine, GQ Magazine, www.NikeBlog.com, www.Nike.com, and www.sneakerhead.com will be the first media sources to report our much-anticipated Jordan Home Collection line. Jordan Brand aims to provide all shoppers with an exclusive look at the new housewares collection featuring lounge chairs, coffee table, bathroom and bedroom textiles, and accessories to satisfy the ultimate Jordan Brand fan. Two limited release pop-up shops in Hollywood, CA and the Soho neighborhood of New York City will feature mock apartments with the entire collection for customers to relax in and try the products firsthand. Sportswear and sneaker retailers like Nike Town, Flight 23, and the East Bay Catalog will be the product launch locations. Please visit the Jordan pop-up shops on this very special day to receive special store offers and services.
### 1
Project Introduction
Company History A division of NIKE, Inc., Jordan Brand is a premium brand of footwear, apparel and accessories inspired by the dynamic legacy, vision and direct involvement of Michael Jordan. The Jordan Brand made its debut in 1997 and has grown into a complete collection of performance and lifestyle products. 1 Jordan Brand, the company, is raking in revenue at over $1 billion annually and dominates its market. Three out of every four pairs of basketball shoes sold in this country are Jordan Brand, on top of that which 86.5% of all basketball shoes over $100 that are sold are Jordan Brand. 2 And, Jordan Brand has a 10.8% share of the overall U.S. shoe market, which makes it the second biggest brand in the country (behind only its parent company, Nike) and more than twice the size of Adidas’ share, JB’s closest competitor. 3 Brand Extension Creation We chose the name, The Jordan Home Collection, because it accurately reflects the product line and still keeps the brand’s name in the title. Customers will see the name Jordan and the logo of the jumping man and be instantly able to associate that name/image with quality, prestige, and value. Each year, a new Air Jordan is unveiled. An annual event since its debut in 1985, each unveiling has been met with ever-increasing anticipation from the media, the industry, and the buying public. Jordan Brand constantly dominates the market in sales and demand, establishing with each year’s model higher benchmark standards in design, innovation and performance for the entire athletic footwear industry. Michael Jordan, the greatest player in the history of basketball, and the shoes he’s worn throughout his illustrious career that epitomize his relentless dedication to performance, innovation and achievement are at the heart of this franchise; creating the perfect synergy between athlete and technology. 4 Today’s Air Jordan’s continue to build on the franchise’s rich history of innovative design and uncompromising performance. Inspired by the greatest to ever play the game, the franchise continues to lead and shape the athletic footwear industry into the future. As Michael’s legend continues to grow, his legacy in the Jordan Brand franchise lives on. We believe this expansion into home goods will lead the Jordan Brand into a territory undiscovered by other major athletic apparel brands.
1
"Our Portfolio of Brands." NIKE, Inc., n.d. Web. 12 Mar. 2014. Rovell, Darren. "Michael Jordan First Athlete To $1 Billion." CNBC.com. CNBC LLC, 11 Sept. 2009. Web. 14 Mar. 2014. 3 Snapp, Dan. "Jordan Brand Loosing Its Luster." Brand Extract. Brand Extract, LLC, 24 Feb. 2012. Web. 14 Mar. 2014. 4 "Air Jordan – History of the Franchise ." Sneaker News. Sneaker News, n.d. Web. 13 Mar. 2014. 2
2
The Jordan Home Collection of 2015 will offer select housewares items for the living room, bedroom, and bathroom. Our consumer can mix and match to their liking in order to decorate just one room or their whole home or apartment. Digitally printed bed sheets sets and couch covers will feature exclusive prints to match their favorite Jordan sneakers that have just been released. Staple bathroom items like a toothbrush holder, bathmat, and towel sets will feature the Jordan logo so fans can show their love for their favorite player all year round. Two of our favorite items from this collection are the coffee table and end tables that feature locking, see-through cabinets and allow Sneakerheads to display their favorite pair of Jordan’s and keep them safe at the same time. The core items of this collection are the single person chair and couch base. These can be covered with a limited edition printed cloth cover that is released with each new sneaker collection. The prints and color palettes used will match that of the Air Jordan sneakers. The Jordan collection will continue to offer bed and bathroom linens but will always offer new prints to match seasonal shoe colorways at the same time that Air Jordan sneakers are sold. The sleek lines and modern materials used throughout the Jordan Home Collection will entice our target consumer with its on trend appearance and exclusive, limited edition releases. All items will be offered in a limited number to hold the demand of our consumer market and keep the image of prestige high in the mind of our customer.
3
S.W.O.T. ANALYSIS Jordan Brand (S) Strengths • Since the Jordan Brand's debut in 1984 with the, "Air Jordan I, Notorious", they have been a best seller. • Global brand, well-known • Trusted brand • Status symbol to own a product endorsed by Michael Jordan • Technologically advanced • Their products are manufactured in locations that allow them to produce the highest quality for a low cost • Strong internet sales • Can make products in both stylish and comfortable • Loyal customers
(W) Weaknesses • Jordans being affiliated with Nike can still be subjected to rumors of child labor • The majority of product revenue is from shoe sales o This may leave it vulnerable if for any reason its market share erodes • Position as a high end product may lead to a loss in market share in the long-term (Considering price elasticity) • High price point
(O) Opportunities • They will be one of the first sports brands to create a home décor line • Open more store locations • Women's athletic footwear and clothing • Develop a line of Jordan Brand bottled water • Jordan Brand electronics and cell phone cases • Jordan Brand hygiene products o Deodorant, body wash, hand soap, body splashes, named after shoe style names Examples: Taking Flight, The Fighter, Promised Land, Perfect Harmony, Race Ready, Speed of Sound, Full Flex, Living Greatness, etc.
(T) Threats • Growing counterfeit • Competitors o Adidas o Reebok o Fila o Puma o K Swiss • Current home décor stores: Crate and Barrel, CB2, Bed, Bath, & Beyond, Target • The impact of foreign currency fluctuation, interest rates, and political instability • The industry is controlled by trends and trends are unpredictable
4
Product Pricing Outside of product quality, Jordan Brand’s current product line has been known for their competitive product pricing based upon its high demand. Whether it’s their shoes, sports clothing, and currently home accessories, the Jordan’s line will maintain its high quality and pricing. Since the first Air Jordan sneakers were released in 1984 they have held their competitive position, as show in the two charts below. The new home line will work to maintain this position with both price and customer benefit.
- NikeResponsability.com Each product in the Jordan’s home line is constructed with materials that are both durable and dependable, just as the shoes are. The home collection products also include new innovative materials. Ranging from 100% cotton used in the towels to 4 way stretch PVC coated fabrics in the chair cover the new Jordan Home Collection will fall right in line with their target consumers’ sought after wants and needs.
5
Room
Living Room
Bedroom
Bathroom
Item Bean Chair Bean Chair Cover Sofa Base Sofa Cover Table Lamp Shade Table Lamp Base Coffee Table End Table Duvet Cover Fitted Sheet Flat Sheet Pillow Case Set Toothbrush Holder Bathmat Shower Curtain Bath Towel Hand Towel Wash Cloth
Style #
Suggested Retail
Whole Sale
JH100 JH101 JH102 JH103 JH104-A JH104-B JH105 JH106 JH200 JH201-A JH201-B JH201-C
$ 100.00 $ 70.00 $ 300.00 $ 150.00 $ 70.00 $ 30.00 $ 300.00 $ 150.00 $70 / 100 / 130
JH301
$
18.00
$
10.00
JH302 JH303 JH304 JH305 JH306
$ $ $ $ $
30.00 40.00 22.00 18.00 10.00
$ $ $ $ $
18.00 24.00 13.00 10.00 6.00
6
$ 60.00 $ 42.00 $ 180.00 $ 90.00 $ 42.00 $ 18.00 $ 140.00 $ 70.00 42/60/78
$40 / 70 / 100
24/42/60
Customer ProďŹ le
Demographic Analysis Age The primary target market that Jordan Brand engages is the young, urban population. While their consumers are both men and women, the age range is between 15-35 years old. As this brand ages, it becomes more important for Jordan Brand to keep the image of Michael Jordan fresh in the mind of young consumers. The majority of Jordan sales are made by secondary consumers, meaning parents / family purchasing for their younger family members. For example, a child (user and buyer) goes to a store and buy his/her favorite pair of sneakers with the parent’s (payer) credit card. The chart on the right further illustrates the gender demographic break down to help understand who is consuming Jordan brand products, yet not necessarily paying for it. - NikeResponsability.com Geographic The majority of Jordan brand sales are made in urban areas. A study by Dr. Robert Lyons, Jr., concluded that, “Today’s African-American teen market (12- to 19-year-olds) are consumers and creators of trends, strong influencers of household purchases and a valuable target for advertisers. The same holds true for African-American/Black teens, who have a major impact on today’s mainstream culture—especially in music, sports and fashion. African-American/Black teens spend an average of $96 dollars monthly, 20% more per month than the average U.S. teen.” 5 In this case, however, comfort, the sequence of colors, and style are the most important factors in buying the shoes.
Lyons, Robert, Dr. "Factors That Influence African-American Millennials to Purchase Athletic Shoes." The Sport Journal. The Sports Journal, 25 Jan. 2011. Web. 23 Feb. 2014. 5
7
Lifestyle Values By understanding what the Jordan consumer enjoys doing and what products they value will help support the creation of our Jordan home ware collection. This will show how our products will be valued at the same level as Jordan clothing. The target consumers are not merely buying Jordan products, they are buying the brand and lifestyle that comes with them. This is why Jordan branded house wares would be a success. Having the Jordan brand on the label for a bedroom or bathroom set will bring customers because they already associate Jordan’s with style and status. However, they will continue to buy Jordan house wares because of the quality of the products. Celebrity Endorsement Influence While the Jordan Brand markets to the demographics described earlier, they also focus on consumers who are athletic and/or fashion conscious. This could be due to the high amount of celebrity endorsements Nike uses to advertise the Jordan brand. Celebrity endorsements are an influential factor in creating legitimacy for the brand. The star athletes that Nike works with come from a variety of athletic backgrounds including basketball, football, baseball, and boxing. On October 30th, 2013 Jordan Brand announced that Victor Oladipo, Otto Porter Jr. and Cody Zeller have all joined the Jordan family of athletes. 6 These celebrities fall into the athletic categories of consumers that would purchase the Jordan shoes and home ware. Owning Jordan Brand products creates a sense of membership in an exclusive and privileged club. Consumers feel that they own the best of something that not just anybody can own. It also creates a sense of camaraderie that the shoe wearer can experienced with the celebrity endorser of their favorite sport.
6
"Jordan Brand Adds Three New Basketball Athletes." NIKE. NIKE, Inc., 30 Oct. 2013. Web. 14 Mar. 2014.
8
Consumer Trade Offs The release of a new pair of Jordan’s still draws as much fan fair as it did back in the 80's and 90's. Fans of the brand will line up outside stores several days in advance to be one of the first to own the new shoes. This behavior is very similar to fans of Apple that will wait for the new iPhone for days before it is released. In December 2013, a crowd of shoe shoppers in Columbus Ohio broke the doors off its hinges at a Champs Sports on an Air Jordan release day while in a hurry to make their purchases. 7 It is this kind of brand loyalty and enthusiasm that shows how successful it would be to market non-clothing related products with the Jordan brand. The Jordan Home Collection is the next logical step to keeping this brand relevant and constantly growing. Consumers are able to pay for Jordan sneakers for a higher price because in that moment they are not purchasing shoes; they are buying experiences, emotions, trend and style. An experience that the most similar of sneakers (even a knockoff) cannot give them. Sneakers collectors buy shoes for many reasons; for the color, the shape, the occasion, prestige, comfort, etc. However, sneakers collectors tend to combine their passion for the shoe and loyalty to one brand because those sneakers represent a symbol and so does the brand. Sneakers are items with a strong core identity. Therefore, it is possible to associate this type of shoes with a brand, as both are worn as status symbol more than casual foot wearing. Brand strategist David Aaker theorized, “Too often, brand strategists suffer from what I call the product-attribute fixation trap, whereby there is a compulsion to focus on attributes under the faulty assumption that people are rational and just want to know about attributes, functions and benefits. The breakthrough idea is that a brand is more than attributes and functional benefits: It involves personality, organizational associations, emotional benefits, self-expressive benefits, social benefits and more. When that is understood, the potential of creating deeper brand experiences and stronger brand/customer relationship will be realized.” 8 Therefore, when the new home collection for Jordan hits the market this same brand loyalty will carry through.
Zaldivar, Gabe. “Crowd of Shoppers Literally Broke Doors to Get Air Jordan Sneaker Vouchers.” Bleacher Report. Turner Broadcasting Systems. 16 Dec 2013. Web 23 Feb 2014. 8 Aaker, David. ""They Laughed When I Sat down at the Piano - but When I Started to Play!""Brand Strategy, Marketing and Design Consultants. Prophet, 21 Nov. 2012. Web. 24 Feb. 2014. 7
9
Psychographic Analysis This area of segmentation looks into the Jordan Brand primary and secondary target consumer markets. We will examine social class, lifestyle, and personality characteristics that affect our business. Jordan Brand wearers fall into almost every social class. However, our target consumer markets range from low-middle class. Using PRIZM® statistics we can better understand our customers and prospects. Primary Consumer - PRIZM: One classification of our primary consumer would be the “City Startups” group. This group falls in the low income social class. They are younger than 55 and have no kids. City Startups are young to middleaged, multi-ethnic singles that have settled in neighborhoods filled with cheap apartments and a commercial base of cafés, bars, laundromats, and clubs that cater to twentysomethings. One of the youngest segments in America (with ten times as many college students as the national average) these neighborhoods feature low incomes and high concentrations of African-Americans. 9 Our second group of primary consumers would be called “Mobility Blues”. This group is comprised of middle-age singles in working-class neighborhoods in America's satellite cities. Much like the social group listed above, the Mobility Blues members are younger than 55 and live without kids. Ethnically diverse, these transient Americans tend to have modest lifestyles due to their lower income jobs. Surveys show they excel in going to movies, playing basketball, and shooting pool. 10 Both groups of City Startups and Mobility Blues fall into the social group of the “Micro-City Blues”, where households are predominantly downscale residents living in the affordable housing found throughout the nation's smaller cities. A diverse social group, this segment contain a mix of old and young, singles and widowers, whites, African-Americans, and Hispanics. Most of the workers hold blue-collar jobs--hence the name--and their marketplace behaviors reflect the segments' varied lifestyles. This is a social group of strong dualities, with consumers indexing high for video games and bingo, aerobic exercise and fishing, and BET and CMT. 11 Finally, our third group of consumers would be the “Low Rise Living”; the most economically challenged urban segment, Low-Rise Living is known as a transient world for middle-aged, ethnically diverse singles and single parents. Home values are low (about half the national average) and even then less than a quarter of residents can afford to own real estate. Typically, the commercial base of Mom-and-Pop stores is struggling and in need of a renaissance. 12 This social group of “Urban Cores” is characterized by relatively modest incomes, educations, and rental apartments, but affordable housing is part of the allure for the group's young singles and aging retirees. As one of the least affluent social groups, it has a high concentration of Hispanics and African-Americans, and surveys indicate a fondness for both ethnic and mainstream media http://www.claritas.com http://www.claritas.com 11 http://www.claritas.com 12 http://www.claritas.com 9
10
10
and products. Among the group's preferences: TV news and daytime programming, Spanish and AfricanAmerican radio, telephony services and pagers, cheap fast food and high-end department stores. 13 Behavioral Analysis Using SRI research from VALS™ we will break down our target markets by explaining their deeper psychological drives for their consumer behavior. Our first group would be the Achievers. Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and they value consensus, predictability, and self-discovery. With many wants and needs, Achievers are active in the consumer marketplace. Image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of time-saving devices. 14 The second group of consumers is Experiencers; who are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become excited about new possibilities but are equally quick to lose interest. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having "cool" stuff. 15 As we’ve discussed, Jordan Brand wearers like to feel that they are part of an exclusive group of consumers. However, not all of these customers will be the first in their social group to snag a new pair of Jordans; some follow trends set by others and we call those Strivers. They are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many Strivers see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead. Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow. 16
http://www.claritas.com http://www.strategicbusinessinsights.com/vals/ustypes/innovators.shtml 15 http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml 16 http://www.strategicbusinessinsights.com/vals/ustypes/strivers.shtml 13 14
11
Brand Touchpoints
Product Launch Location / Retailers Due to the exclusivity of Jordan Brand products, the Jordan Home Collection will only be sold at a select handful of retailers. These retailers have been picked based on their success of Jordan Brand shoe sales and connection with the Jordan Brand Company. NIKEtown (top selling locations) & NIKE Webstore NIKE, Inc. is the world’s leading innovator in athletic footwear, apparel, equipment and accessories. Due to the face that Jordan Brand is a subsidiary of NIKE, Inc. the Jordan Home Collection will be sold at select Niketown stores for a limited time and continuously sold on the Nike webstore. We understand that Nike has never sold home goods before and could not guarantee this brand extension a large portion of floor space in their retail sites for a long period of time. Only the success of the Jordan Home Collection will tell us if the products warrant a permanent spot on the sales floor past the release of the first collection. Flight 23 at Footaction On February 1st 2014 the very first Flight 23 location opened in Midtown Manhattan. Jordan Brand president, Larry Miller, says “With Flight 23, we’re thrilled to bring the Jordan Brand vision to life in three-dimensional form, only steps from where Michael himself experienced some of his finest moments as a player. Through our partnership with Footaction, we’ve created a retail experience that not only pays homage to where Jordan Brand has been, but also speaks to our vision for the future.” 17 The first Home Collection release can be bought from this storefront. Every product sold at Flight 23 is a Jordan Brand product. This location couldn’t be more perfect to connect with our target consumer.
"Jordan Brand Celebrates Flight 23 at Footaction Grand Opening in New York." NIKE, Inc., 1 Feb. 2014. Web. 15 Mar. 2014. 17
12
Eastbay Catalog The Eastbay Catalog is subsidiary of Foot Locker, Inc. Foot Locker is a leading global retailer of athletically inspired shoes and apparel. Headquartered in New York City, the Company operates 3335 athletic retail stores in 23 countries under the brand names Foot Locker, Lady Foot Locker, Footaction, Champs Sports, etc. 18 The Company also operates a direct-to-customers business offering athletic footwear, apparel, and equipment through its internet, mobile, and catalog channels. In addition to websites for each of the store banners, such as FootLocker.com, the directto-consumer business includes Eastbay, a leading destination for the serious athlete.
18
"About Us." Foot Locker, Inc., n.d. Web. 15 Mar. 2014.
13
Pop-up Shop Locations We have chosen to launch the Jordan Home Collection in two fashion-forward and heavily populated locations on the West and East Coast. Our East Coast location is in the heart of the Soho neighborhood of New York City. Our West Coast location is in the Hollywood neighborhood of California. These locations have been selected based on their accessibility from surrounding neighborhoods and they support the image of the Jordan Brand. As stated in our consumer profile, most Jordan Brand consumers come from urban areas such as the 2 pop-up shop locations selected. While the Jordan Home Collection will be sold at place like the Nike webstore, Flight 23, and through the East Bay Catalog, these 2 pop-up shops will help increase brand awareness and value with it’s consumers. Temporary retail establishments have been growing in number, popping up on street corners, in shopping centers, at events, in airports and more, as more brands begin recognizing the benefits of pop-up shops. 19
19
Vong, Katherine. "6 Benefits of Pop-Up Shops." Trend Reports. Trend Hunter, Inc., 16 Aug. 2012. Web. 15 Mar. 2014.
14
There are several advantages in setting up a pop-up establishment: 1. Affordability a.
Pop-up shops are often temporary in nature and smaller in size than conventional retail stores so the cost of rent is usually lower.
2. Short-term Commitment a.
These shops allow for a more selective approach to selling and marketing. Instead of being locked into a long-term rental agreement, the brand is only committed for a fixed period of time, which means the brand is more able to adapt to changes in its business and marketing plans.
3. Generate Buzz a.
Pop-up retail establishments tend to draw attention from crowds. People are interested in the sudden existence of a store, especially if they look unique i. Big brands such as Target, Levi's, Adidas and the Gap have used pop-up shops to generate buzz around a product or promotion. 20
4. Testing & Experimentation a.
The low-cost and temporary nature of pop-up shops allow brands to engage in test marketing new products and promotions to gauge future demand.
5. Encourage Spontaneous Purchases a.
A pop-up store's temporary nature creates a sense of urgency among consumers to buy now. Unlike traditional retail establishments, the pop-up store itself is presented as a "limitededition" item that people must take advantage of in the moment or regret their inaction later.
b. This hype and “rushed� feeling is already present in the mind of our consumer market due to the limited edition run of Jordan Brand products. 6. Brand Extension a.
Pop-ups allow a business to extend its brand and build awareness. These types of shops provide a way to interact with customers face-to-face and also educate them about new products, services and features.
b. This can be particularly beneficial for brands that have complicated offerings or want to capture a market segment that would not normally visit the brand's site or buy from the company online.
20
Vong, Katherine. "6 Benefits of Pop-Up Shops." Trend Reports. Trend Hunter, Inc., 16 Aug. 2012. Web. 15 Mar. 2014.
15
Location 1: 25 Howard Street, New York, NY 10013
•
Ground Level Retail Store and Basement (SoHo).
•
STORE SQ FT: 2,500.
•
AREA: SoHo Retail Ground Level Store.
•
Ceiling Height: 12 ft. Frontage: 20 ft.
•
New HVAC systems for each floor.
•
New LED energy efficient track lighting system for ground floor.
•
Close to Mondrian Hotel, and boutique shopping.
16
This location will be used to create a mock-apartment that is furnished with pieces from the Jordan Home Collection. Guests can lounge in the living room on the comfortable arm chair and couch while playing NBA Live 14 on the Xbox One. They can view the new Air Jordan sneakers displayed in the coffee table and end tables. A DJ will be playing music in the venue while drinks and h'orderves are served. Guests can also walk through the venue to see what their bedrooms and bathrooms could look like when decorated in pieces from the Jordan Home Collection.
17
Location 2: Park Studios 6417 Selma Avenue, Hollywood, CA 90028
•
Centrally located in the heart of Hollywood. Affordable studio/gallery/pop-up space.
•
13 foot ceilings
•
Approx. 700 sq. ft.
•
A/C
•
Bathroom
•
Loading dock. Street parking. Garage parking.
•
Free Wi-Fi
•
Bright fluorescent lights
•
Dim-able track spot lighting
•
Ceiling rack with speed rails and dedicated power for hanging displays, lighting, changing/fitting rooms, mirrors, etc.
18
Just like in New York, this Hollywood location will be used to create a mock-apartment that is furnished with pieces from the Jordan Home Collection. Guests can lounge in the living room on the comfortable arm chair and couch while playing NBA Live 14 on the Xbox One. They can view the new Air Jordan sneakers displayed in the coffee table and end tables. A DJ will be playing music in the venue while drinks and h'orderves are served. Guests can also walk through the venue to see what their bedrooms and bathrooms could look like when decorated in pieces from the Jordan Home Collection.
19
Sports Arena Showcases Before Jordan Brand became a lifestyle, the man behind the brand, Michael Jordan, was a basketball legend. Although his brand has greatly expanded, it is important to stay true to his roots. That is why we chosen to have collection showcases in 3 different sporting arenas across the nation that will be open during the first home games of the 2015 season. These collection showcases will feature 1 of the 3 rooms from the Jordan Home Collection. Inside each arena’s entry way / lobby area, a large Plexiglas box will encompass a mock bathroom, living room, or bedroom decorated in pieces from our collection. Game attendees can tour each room to experience the products firsthand. While consumers won’t be able to make purchases at this time, we feel these showcases will help generate hype leading up the collection’s release date on May 30th, 2015. The arenas chosen for our showcases are among of the most visited arenas in basketball franchising: American Airlines Arena (Miami, Florida) American Airlines Arena is home to the Miami Heat. Over the years, this team has built an incredible fan base from coast to coast. Not only does it hold nearly 20,000 people, it has among the nation’s top 10 venues for total ticket sales. The American Airlines Arena is the cornerstone of a rapidly developing downtown area. With more than 15,000 new residents moving in over the next three years and 40,000 in the next decade, the Arena is positioned for success. With its wealth of amenities, incredible location, spectacular surroundings and impressive array of events, the American Airlines Arena is the #1 choice when looking for entertainment and fun in South Florida. 21 STAPLES Center (Los Angeles, California) The Los Angeles Lakers and Clippers reside at STAPLES Center. These teams each have their own strong following that is built up around the nation. With Los Angeles being a major tourist spot, it increases the number of consumers present even more. This particular venue holds almost 20,000 people per game. STAPLES Center hosts over 250 events and over 4 million guests annually with events ranging from professional sports, live music, family shows, boxing and special events. The arena’s reputation for worldclass amenities, features and commitment to quality of service and the guest experience is second to none. 22
21 22
"Arena Information." AmericanAirlines Arena. N.p., n.d. Web. 14 Mar. 2014. "About Staples Center." STAPLES Center. N.p., n.d. Web. 15 Mar. 2014.
20
United Center (Chicago, Illinois) The United Center, home to the Chicago Blackhawks and Chicago Bulls, is the largest arena in the United States. 23 Not only are the Bulls a staple in Michael Jordan’s basketball career, they also have a very wide fan base. United Center seats over 20,000 people per game and has hosted over forty million guests over the past 10 years.
23
"Introduction & History." United Center, n.d. Web. 15 Mar. 2014.
21
Social Media & Customer Connections Social media channels aren’t just for status updates and conversations. They can be used to fuel contests that can propel a brand into more followers, wider reach and greater chance for success. Social media contests in particular have gained in popularity and can be a powerful catalyst for spreading a brand’s message where it matters most. Online marketers are finding that social media is great for holding online contests that boost awareness and engagement for consumer brands. 24 The Jordan Brand has continually succeeded at mastering their social media channels. Currently, their Facebook page has 4.6 million “likes” and their Instagram page has 940,000 followers. New release information, pictures and videos are constantly posted to keep fans updated and interested in the brand. During the days leading up to The Jordan Home Collection release, fans will have a chance to win pieces from the new collection. Arena Showcase Contest At each basketball arena showcase location, fans will be able to take pictures while inside each mockroom. They can tag upload their pictures to Instagram or Facebook while including the hashtags “#JordanHome” and “MyFlyCrib” for a chance to win pieces from the Jordan Home Collection. Winners will be chosen at random the day before the collection’s release. “Pimp My Crib” Contest With homage to past popular shows like “Pimp My Ride”, where a fortunate TV show guest has their car improved with new features and paint, the Jordan Brand will sponsor the “Pimp My Crib” contest where contestants can enter to win a whole room makeover with pieces from the Jordan Home Collection. Entrants must make a video of themselves touring their apartment while making an explanative case as to why they deserve an interior makeover. Their videos will be uploaded to Jordan Brand YouTube contest channel to be applicable to enter the contest.
Oden, Lee. "5 Social Media Marketing Contests That Boosted Consumer Brands." Top Rank Blog. Top Rank Online Marketing, 5 Mar. 2012. Web. 16 Mar. 2014.
24
22
Trend Reports
Micro Trends Maison & Objet is the leading international showcase for interior goods from high-end luxury brands, lifestyle-driven collections, and inspirational new designs. The following images are from their S/S 2014 interior design trade show and showcase upcoming trends in household goods and provide justification as to the trends used throughout the Jordan Home Collection. Soft Lines The silhouettes chosen for the one seater chair and couch are very sleek and minimalistic. Their soft lines are very inviting and youthful. They are also more accommodating and user friendly to the changeable covers that can be purchased during each collection’s release.
-
StyleSite.com -
23
Transparent Materials The coffee table and end tables in the Jordan Collection use this year’s trend of transparent materials to showcase the owner’s prize Air Jordan shoes. The clear cases of both tables appears classy and modern while the owner feels pride in being able to display their exclusive sneakers.
-StyleSite.com
24
Prints The prints featured on the couch covers and linens showcase bold geometric designs while incorporating colors that match those of the newest Air Jordan shoes. These bright patterns are youthful and edgy.
-StyleSite.com
25
Macro Trends Increase in spending on “gotta have” goods Marty Brochstein, SVP Industry Relations and Information for the Licensing Industry Merchandisers Association (LIMA) says “This increase in sports licensing over the past couple of years of years comes from a variety of factors. One is the steadily improving economy and consumers’ increasing willingness to spend some of their disposable income on ‘wanna have’ merchandise, not just ‘gotta have’ basic goods.” 25 Sports merchandise is being connected to important sporting events Brochstein says another reason for this increase in spending is due to the fact that “companies in the sports licensing business have become increasingly savvy about mining the ‘hot market’ business — quickly making available goods connected to championships, big matchups, notable events, and other occasions.” 26 Sport / Athletic related merchandise is booming The U.S. sports licensing market is dominated by: •
Major League Baseball
•
National Football League,
•
National Basketball Association
•
National Hockey League.
The four leagues in aggregate account for 65% of the U.S./Canada market for licensed sports merchandise; NASCAR represents another 8%. Apparel, accessories and footwear account for 48% of retail sales of licensed merchandise based on sports properties. The second largest category is videogames, at 14% of the market. However, there are wide discrepancies by sport, with Major League Soccer, for example, attributing 50% of its sales of licensed goods to videogames.27
Olenski, Steve. "The Power Of Global Sports Brand Merchandising." Forbes. Forbes Magazine, 06 Feb. 2013. Web. 14 Mar. 2014. 26 Olenski, Steve. "The Power Of Global Sports Brand Merchandising." Forbes. Forbes Magazine, 06 Feb. 2013. Web. 14 Mar. 2014 27 Mayer, Ira. "Licensed Sports Merchandise Is $12.5 Billion Market In U.S./Canada; Major Leagues Account For 65%, NASCAR For Another 8%." EPM Communications, Inc. Business Valuation Resources, LLC, 12 July 2010. Web. 14 Mar. 2014. 25
26
Color Boards
JORDAN HOME MMXV LOVE OF THE GAME
FREE THROW
COMEBACK
THREE-PEAT
THE SHOT
AIRNESS
FADEAWAY
MVP
VARSITY
DREAM
JORDAN HOME MMXV JORDAN WAS UNIQUE AMOUNG PLAYERS IN THAT HE HAD A SPECIAL “LOVE OF THE GAME CLAUSE” WRITTEN INTO HIS CONTRACT, WHICH ALLOWED HIM TO PLAY BASKETBALL AGAINST ANYONE, ANYTIME, ANYWHERE. ON MARCH 18, 1995, JORDAN ANNOUNCED HIS RETURN TO THE NBA THROUGH A TWO-WORD PRESS RELEASE: “I’M BACK.” ON SEPTEMBER 25, 2001, JORDAN ANNOUNCED HIT RETURN TO THE NBA. HE DECIDED NUMEROUS GAMES WITH LAST-SECOND PLAYS ADDING “THE SHOT” TO HIS LIST OF MONIKERS. JORDANS’ TRADEMARK FADEAWAY JUMP SHOT CAME FROM USING HIS ABILITY TO“FADE AWAY” FROM BLOCK ATTEMPS. JORDAN TRIED OUT FOR HIS HIGH SCHOOL VARSITY TEAM HIS SOPHMORE YEAR BUT WAS DEEMED TOO SHORT AT 5’11” TO PLAY AT THAT LEVEL.
JORDAN HOME MMXV JORDANS’ 8.772 FREE THROW ATTEMPS ARE THE NINTH HIGHEST OF ALL TIME.
ACHIEVED A “THREE-PEAT” OF THREE CHAMPIONSHIPS IN A ROW TWICE. FIRST IN 1991-1993 AND 1995-1998.
HIS ABILITY TO DUNK FROM THE FREE THROW LINE EARNED HIM THE TITLE “HIS AIRNESS”.
THE FIRST PLAYER TO WIN BOTH THE DEFENSIVE PLAYER OF THE YEAR AND MVP AWARD IN A CAREER.
IN 1981 JORDAN ACCEPTED A BASKETBALL SCHOLARSHIP TO NORTH CAROLINA. IN 1982 HE MADE THE GAME WINNING SHOT IN THE NCAA CHAMPIONSHIP.
AIR JORDAN VII HARE
MMXV
AIR JORDAN VII FLINT GREY
MMXV
AIR JORDAN XVII RETRO
MMXV
Line Sheets
Arm Chair Cover #JH101 Size: 26L x 18W x 27H Colorways: H5, Three Peat, R6, R5 Wholesale: $42 Suggested Retail: $70
Couch Cover #JH103 Size:75W x 38D x 33H Colorways: H5, Free Throw, R6, R5 Wholesale: $90 Suggested Retail: $150
00:00
Table Lamp Shade & Lamp Base #JH104-A & JH104-B Sizes: (Shade) 11L x 7W x 8H (Base) 9L x 6W x 3H Colorways: H5, R4, FG4, Dream Wholesale: (Shade) $42 (Base) $18 Suggested Retail: (Shade) $70 (Base) $30
Front
Coffee Table #JH105 Size: 36L x 18W x 18H Wholesale: $140 Suggested Retail: $300
Front
End Table #JH106 Size: 18L x 18W x 22H Wholesale: $70 Suggested Retail: $150
Duvet Cover #JH200 Sizes: Twin / Full - Queen / King Colorways: R1, H2, H3, FG2 Wholesale: $42 / $60 / $78 Suggested Retail: $70 / $100 / $130
Fitted Sheet #JH201-A Sizes: Twin / Full - Queen / King Colorways: R1, H2, H3, FG2 Wholesale: $24 / $42 / $60 Suggested Retail: $40 / $70 / $100 (Per Set)
Top Sheet #JH201-B Sizes: Twin / Full - Queen / King Colorways: R1, H2, H3, FG2 Wholesale: $24 / $42 / $60 Suggested Retail: $40 / $70 / $100
Pillow Case Set #JH201-C Sizes: 20” x 26” Colorways: R1, H2, H3, FG2 Wholesale: $24 / $42 / $60 Suggested Retail: $40 / $70 / $100 (Per Set)
Tooth Brush Holder #JH301 Size: 4” x 3” x 3” Colorways: Free Throw, Three-Peat, MVP, Dream Wholesale: $10 Suggested Retail: $18
Bathmat #JH302 Size: 22” x 34” Colorways:The Shot, Fadeaway, Varsity, Airness, MVP, Dream Wholesale: $18 Suggested Retail: $30
Shower Curtain #JH303 Sizes: 72 x 70� Colorways: R1, FG3, H1 Wholesale: $24 Suggested Retail: $40
Bath Towel #JH304 Sizes: 27” x 52” Colorways: Three-peat, Love of The Game, Varsity, Fadeaway, Dream Wholesale: $13 Suggested Retail: $22
Hand Towel #JH305 Sizes: 16” x 30” Colorways: Three-peat, Love of The Game, Varsity, Fadeaway, Dream Wholesale: $10 Suggested Retail: $18
Wash Cloth #JH306 Sizes: 13” x 13” Colorways: Three-peat, Love of The Game, Varsity, Fadeaway, Dream Wholesale: $6 Suggested Retail: $10
Sources
"About Staples Center." STAPLES Center. N.p., n.d. Web. 15 Mar. 2014. "About Us." Foot Locker, Inc., n.d. Web. 15 Mar. 2014. "Air Jordan – History of the Franchise ." Sneaker News. Sneaker News, n.d. Web. 13 Mar. 2014. "Arena Information." AmericanAirlines Arena. N.p., n.d. Web. 14 Mar. 2014. "Introduction & History." United Center, n.d. Web. 15 Mar. 2014. "Jordan Brand Adds Three New Basketball Athletes." NIKE. NIKE, Inc., 30 Oct. 2013. Web. 14 Mar. 2014. "Jordan Brand Celebrates Flight 23 at Footaction Grand Opening in New York." NIKE, Inc., 1 Feb. 2014. Web. 15 Mar. 2014. "Our Portfolio of Brands." NIKE, Inc., n.d. Web. 12 Mar. 2014. Aaker, David. "They Laughed When I Sat down at the Piano - but When I Started to Play!" Brand Strategy, Marketing and Design Consultants. Prophet, 21 Nov. 2012. Web. 24 Feb. 2014. claritas.com Lyons, Robert, Dr. "Factors That Influence African-American Millennials to Purchase Athletic Shoes." The Sport Journal. The Sports Journal, 25 Jan. 2011. Web. 23 Feb. 2014. Mayer, Ira. "Licensed Sports Merchandise Is $12.5 Billion Market In U.S./Canada; Major Leagues Account For 65%, NASCAR For Another 8%." EPM Communications, Inc. Business Valuation Resources, LLC, 12 July 2010. Web. 14 Mar. 2014. Oden, Lee. "5 Social Media Marketing Contests That Boosted Consumer Brands." Top Rank Blog. Top Rank Online Marketing, 5 Mar. 2012. Web. 16 Mar. 2014. Olenski, Steve. "The Power Of Global Sports Brand Merchandising." Forbes. Forbes Magazine, 06 Feb. 2013. Web. 14 Mar. 2014. Rovell, Darren. "Michael Jordan First Athlete To $1 Billion." CNBC.com. CNBC LLC, 11 Sept. 2009. Web. 14 Mar. 2014. Snapp, Dan. "Jordan Brand Loosing Its Luster." Brand Extract. Brand Extract, LLC, 24 Feb. 2012. Web. 14 Mar. 2014. strategicbusinessinsights.com/vals/ustypes/experiencers.shtml strategicbusinessinsights.com/vals/ustypes/innovators.shtml strategicbusinessinsights.com/vals/ustypes/strivers.shtml Vong, Katherine. "6 Benefits of Pop-Up Shops." Trend Reports. Trend Hunter, Inc., 16 Aug. 2012. Web. 15 Mar. 2014. Zaldivar, Gabe. “Crowd of Shoppers Literally Broke Doors to Get Air Jordan Sneaker Vouchers.” Bleacher Report. Turner Broadcasting Systems. 16 Dec 2013. Web 23 Feb 2014.