Under Armour in Kohl’s Molly Neidig, Lauren Budzik, Mallory Raitz, Arianna Bazzy
Our line was designed for the female trend setter who is looking for the high performance products. Staying true to the comfort and innovative technology incorporated in every product, we combined everyday leisure with high performance and the latest trends.
Table of Contents Slide 3: Customer Research Slide 4: Competitive Analysis Slide 5: Mood Board Slide 6: Trend Board Slide 7: Line Plan Slide 8-10: Style Sheets Slide 11-13: Cost Sheets Slide 14: Marketing Plan Slide 15: Conclusion
Customer Research Target Customer for Under Armour: ● Athletic women ● Above average income ● Someone striving to be fit, or look the part
Competitive Analysis Competitors: ● Nike in Macy’s ● Xersion in JCPenny ● Carbon 38 (Aspirational)
Mood Board
Trend Board
Line Plan
Style Sheet
Style Sheet
Style Sheet
Cost Sheet Siz e
XS
Siz e Set
2
Trim/ Finding
S
M
3
4
Quantity
L
XL
3
Price
2
Description
Cost
Shipping
Zipper
1
.90
.90
Brand Label
1
.16
.16
Care Label
1
.04
.04
Hang Tag
1
.12
Packaging
1
.34
Total Trim
Style #: 2811 Division: Athleisure Sample Size: Small Fabric: Cotton/ Polyester Description: Cropped Jacket Date: 2/1/2018 Season: S/S 19 Color: Illusion Blue
Cost
$15 / Dozen
1.25
Duty
16%
1.80
Overhead
18%
2.02
Fabric
Yardage
Price
Cost
.12
Cotton
1.35
2
.34
Polyester
1.35
3
Total Fabric
2.70
1.56
Labor
Cost
2.7
Cutting
1.10
4.05
Sewing
1.85
Total Labor
2.95
6.75
Total Manufacturing Cost: $16.33 Wholesale Markup: $7.35 (45%) Wholesale Price: $23.68 Suggested Retail Price: $34.99 (markup 68%)
Cost Sheet Siz e
XS
S
M
L
XL
Siz e Set
3
4
4
3
2
Style #: 2911 Division: Athleisure Sample Size: Small Fabric: Cotton/Polyester Description: Crop Hoodie Date: 2/1/2018 Season: S/S 19 Color: Illusion Blue/Metallic Silver
Trim/ Finding
Quantity
Price
Cost
String
1
.50
.50
Brand Label
1
.20
.20
Care Label
1
.30
.30
Price Ticket
1
.10
.10
Fabric
Yardage
Price
Cost
Labor
Cost
Total Manufacturing Cost: $18.47
Packaging
1
.40
.40
Mesh
1.5
3.00
4.50
Cutting
1.30
Wholesale Markup: $8.31 (45%)
1.50
Cotton
2.5
1.50
3.75
Sewing
1.80
Total Fabric
4
8.25
Total Labor
3.10
Total Trim
Description
Cost
Shipping
$15 per dozen
1.25
Duty
16 % of labor
2.06
Overhead
18% of cost
2.31
Wholesale Price: $26.78 Suggested Retail Price: $60.99 (markup 56.1%)
Cost Sheet Siz e
XS
S
M
L
XL
Siz e Set
2
4
4
3
2
Style #: 2711 Sample Size: Small Description: Crop Top Season: S/S 19
Division: Leisure Fabric: Nylon/Cotton Date: 2/1/2018 Color: Teal/Metallic Silver
Trim/ Finding
Quantity
Price
Cost
Half zipper
1
.37
.37
Ring
2
.04
.08
Description
Cost
Shipping
$15 per dozen
1.25
String
1
.07
.07
Duty
16% of labor
2.27
Brand Label
1
.16
.16
Overhead
18% of cost
2.55
Care Label
1
.04
.04
Fabric
Yardage
Price
Cost
Hang Tag
1
.12
.12
Labor
Cost
Nylon
2.7
2.12
5.72 .34
Cutting
1.12
Cotton
2.7
1.60
4.32
Sewing
1.83
Suggested Retail Price: $59.99
Total Labor
2.95
(markup 50.3%)
Total Fabric
5.4
10.04
Packagi ng Total Trim
1
.34
1.18
Total Manufacturing Cost: $20.24 Wholesale Markup: $9.11 Wholesale Price: $29.35
Marketing Plan
Store within a Store - Inside Kohl’s we want to have a small Under Armour store, this store will have a different aesthetic than the rest of Kohl’s to emphasize the Under Armour products within. - The distinct difference of the store within a store will draw customers’ attention in. Endorsements - We are endorsing famous millennial women who are athletic but do not come from an athletic background. - Ex: Vanessa Hudgens, Lucy Hale or Cara Delevingne Hang Tags - We will be changing the hang tags to Chrome instead of the traditional black color, in order to differentiate the athleisure from performance products.
Conclusion Our line was designed for the female trend setter who is looking for the high performance products. Staying true to the comfort and innovative technology incorporated in every product, we combined everyday leisure with high performance with the latest trends. -
Expanding colors and trendy styles to reach a new audience. Shifting to the athleisure style brings opportunity for expansion from the performance products A store within a store draws attention to the specialty brand These all combined will launch Under Armour into the athleisure market.