15hz Account Planner: Brian Ngo

Transcription

1 15hz Account Planner: Brian Ngo

2 Originally a men s poker themed/athletic brand Recently purchased by the founders of irise (a Christian based non-profit dedicated to helping troubled youth) with the intention of co-mingling the brand. Persona: Inspiration, drive, and being all in Strengths: Cotton, organic terry cotton, soft micro-polyester sport fabric Products have athletic features Medium Price Point Established ecommerce site Weaknesses: Low branding, social media messaging & following Localized Markets (Dallas & Cincinnati) Product representation & New design lines (models and copy) Still has to liquidate existing inventory No brick and motor locations Opportunities: Female Market, Expansion of product breath ( shorts, pants, accessories), College Branding, Threats: Mainstream fashion adaptation of fashionable active wear (Gap, H&M, Nike, Under Armor, Reebok, Lululemon,ETC) Same Name Rise Gym Gear

3 We refuse to compromise We are all in Active wear and lifestyle A fashionable urban collection, centered following you from home to the gym to social settings. Well-crafted attire that will live up to your dedication to quality. We follow you; always open to reinvention; moving at the speed of you. Products: T-Shirts, Hoodies, Jackets, Hats,

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6 Male, Female College/Young Professionals Millennials & Generation Z, ages Athleisure: I like to be comfortable as possible & wear my cloths all day, but is able to represent a sense of color and style. Fashion trending or 2014< 7% use active wear for only exercise. 9/10 don active wear for everything else: around the house, running errands, shopping Purchase Drivers: Fit/comfort (natural fibers over synthetics), breathability, quality, style, price ( lower concern) 6/10 like apparel with performance features like odor resistant(8/10), has moisture management, has thermal regulation features Females: She wants to make sure that she looks good( for herself and less for men), she feels good and she functions well- and it s kinda in that order. ("yoga pants, tights,bras, jackets and leggings) Males: For men's fashion, athleisure wear began with luxury sweatpants and then moved to the upper torso region with "dressy/sporty versions of men s blazers, varsity jackets, pea coats and sweaters."

7 Athletic Community: When being active, I like it to be in a group and social setting where I can interact and be driven by others. 40% of millennials likely to buy providing that brand sponsors athletic events or exercise group. 34% of millennials are likely to buy if a brand provides opportunities to connect with other athletes through events or social media Social fitness craze has led millennial athletes to try new sporting activities that are fast pace. Sources- Cotton Active wear, Active wear Today (Consumer base), Women and Active wear, Women: Nike, Men's Athleisure

8 College Student:18-24 My image and social life are what I value the most, yet each affect one another. It s hard to find time to balance my social life, work and school. I barely have time to look nice Income between 14K-18K Lifestyle always on the go Heightened social life and sense of community Social media and community recommendations on trends More likely to support school s sports and has alma mater allegiance Top values happiness, passion, diversity and sharing Open to ways of thinking

9 Young Professional The shirt and tie era is changing. I can finally have my personal style injected, and feel comfortable at the same time. I m looking for the best opportunity that coincide with my passions, culture and doesn t add to the pressures of life. Income between 23K-65K 72% have been a bachelor's and higher Harder to retain in the same workplace (changes within 3 years) Seeks jobs with meaningful work, higher pay, work/life balance, sense of accomplishment, & advancement opportunity. Adopting to work culture demands Replacing Gen-X in leadership roles Adopting less traditional business roles. (Freelancing & Entrepreneurship) 86% are struggling with an aspect to cope with anxieties about jobs, unemployment, debt or relationships, many young adults are experiencing a "quarter life crisis"

10 You can only have one or the other; only on occasion a few. Work vs. Life Passions vs. Time Style vs. Performance Price vs. Quality Comfort vs. Wear Fitness vs. Ability

11 SMP Rise: Never Settle

12 Lower price/quality H&M, Gap, Champions RISE Better performance/quality Better Comfort/Fit/Style Lululelemon Nike, UnderArmor, Reebok,

13 Planning, tactics and marketing materials for pop-up store event August 15th Short & long term brand strategy without irise (6 months-2 years) Target market strategy (Male & Female, College/Young Professional) Tactics for increased notability Tactics to liquidate current inventory Suggestions for sales marketing enhancement Prospective new designs