BRAND CONCEPT PROJECT:

ATHLEISURE WEAR BRAND

GLORIOSO, ANNA
HARRIS, SONYA
KRISHNA, VARDHINI
SINGH, SAHIBA
WANG, WEIJIA

654-01
Advanced Fashion Merchandising
SY 2015-16 Spring Sem II
Prof. Trisha Philpitt
5 May 2016

MICRO ENVIRONMENT
Brand Name:

Our focus is on apparel and accessories for gym wear functional, but
with a humorous twist
Our identity is athletic, casual, and comfortable; our humor is bold and
tongue-in-cheek. We want to veer away from the well-known, massproduced brand names in sportswear and grab attention to our in-yourface over-confidence and subtle absurdity.

PRODUCTS
Fitness-friendly apparel: T-shirts, tank tops, hoodies, joggers, shorts,
and accessories, such as canvas tote bags, duffel bags, mesh
drawstring sport/laundry bags, caps, elastic headbands, and
wristbands
Our apparel is made of 100% cotton, 50-50% cotton-polyester blends
and 100% polyester spandex material. Our accessories are mostly
made of canvas, water-repellant fabric and stretchy knit fabrics
Our designs are all done in-house by our team of graphic designers
Expansion: we are looking into licensing some of our designs into
related gym gear, such as water bottles or thermoses, travel coffee
mugs, weightlifting gloves, locks, and key chains.

Photos from from Google Image

STORE LOCATIONS & ONLINE

BUSINESS
Primary:
Online-Website [www.punchline.com]
Mobile App
Fitness locations situated around the urban centers of NewYork
(New York Sports Club, Health & Racquet, Equinox, Crunch, 24Hour Fitness) LosAngeles(Hollywood Boxing Gym, 220
Fitness), and Miami (Metropolis Fitness, CrossFit Miami Beach
etc.)

MANUFACTURING
Produced overseas, mainly in India
Corporate office: New York City.
Warehouse: New Jersey

MISSION STATEMENT
Withallthatsweatrunningdownyourcheekswhileyou
poundthemuscle,whosgoingtopumpupyourroutine
totheend?Endorphinsmakeyouhappy!Andsodowe.

Weaimtomakeyourworkoutendurable,amusing,and
supercharged!Letusmotivateyoutorockyourbodyand
firmupthatbooty,withjustahintofpizazz.Dontbeso
seriousaboutyourkettlebells.

TARGET MARKET
DEMOGRAPHICS & PSYCHOGRAPHICS
Men and women within the age bracket of 18-35 years
Students or working professionals with a broad perspective and
open minds
Niche group of people who are:
tired of wearing a gym uniform, have a strong desire to appear fit,
but at the same time, stand out for that fashionable shock
individuals who are highly concerned with and proud of their fitness
routines.

MACRO ENVIRONMENT
RETAILINDUSTRYSECTOR:specialty apparel and accessories
retailer
Retail Sector
Clothing Stores (primary)
Nonstore Retail
Internet & Mail-Order Retail
Sporting Goods Stores
Manufacturing Sector

EXTERNAL
BUSINESS
ENVIRONMENT
Athleisuremarketsizein2014
was$35billion,representing
an8%increasefromthe
previousyearintheUnited
States.Sportsbrasand
leggingsareamongthe
categoriesthatbeattheoverall
industrygrowthrate.(USA
TodayandtheNDPGroup)

CURRENT MARKET TRENDS

Chic,acceptableforuseinawidevarietyofsocial
situations
Comfortableandhightechfabricsandnewcolorsand
styleshavehelpedtobroadenthecategorysappeal.

COMPETITIVE ANALYSIS
Online Competitors

Brick & Motor Competitors

Lululemon
Fabletics
SweatyBetty

Amazon.com
Zazzle.com
Etsy.com
Spreadshirt.com
Popusugar.com
Chinupapparel.com

COMPETITOR EVALUATION
STRENGTHS

WEAKNESSES

High quality products

Weak brand recognition in the

U.S.
Slow growth strategy

Innovative features and styles

Vertical retail strategy
Selective outside
Well trained staff
Premium store locations
Community-centered marketing
approach

Decentralization marketing
Few retail outlets

POINT OF DIFFERENTIATION
Our USP is the stand out quality of our witty quotes, comical puns,
and one-liners, which make the basic and bland fitness wear more
attractive and appealing
Our unique designs and originality sets us apart from the rest of the
competitor brands, which are known to be produced in bulk
The fact that these designs are overtly conceited or naughty, push
the envelope, and have some shock valuemake them all the more
noticeable and distinctive.

PRICING STRATEGY

DISTRIBUTION
STRATEGY

Warehouse: Seacaucus, New Jersey

Why:
Large space and low rent

Low tax rate

Picture from https://njmc.wordpress.com/

COMMUNICATIONS &
PROMOTIONS STRATEGY

Tie-ups with popular gyms around the city, promote their

names on our e-commerce site

Social media websites like Facebook, Instagram, and Twitter

with regular post updates and offers

Distribute a few samples of our products to people who will

wear them around to create awareness about the brand.

MANUFACTURING ANALYSIS
SOURCING&ECONOMICCONDITIONSOFCOUNTRY:INDIA
Cost-effective raw materials, labor and good relationships with our suppliers

Supply: Pulse India, a buying agency that is based in Jaipur (Western Part of
India)

The United States and Europe are the two main trading partners of India,
who contribute an estimated 30 percent of Indias total exports. India is
ranked second in the world exports of textiles

FACTORY
Apparel from Shiraz Exports: 2 months delivery from the date of P.O.

Accessories from Baksheesh Enterprises: 2 months delivery from the date of

P.O.

LEAD TIME & TRANSIT TIME

The transit time from the factory to our company warehouse will be
based on our ordered quantities will range from 3-4 business days
for smaller quantities and up to 4 weeks for larger quantities, which
will be shipped internationally to our US-based warehouse.

Floor ready done by overseas for our consignment shops and

delivered to customers directly from the warehouse fulfillment center.

REFERENCES
Athleisure: A Workout Look for Every Occasion. (2015, May 5). Wall Street Journal. Retrieved from http
://www.wsj.com/video/athleisure-a-workout-look-for-every-occasion/D0174829-3288-40F1-9E12-0F420E38AA9A.html], 26 April 2016.
Buch, Clarissa. (2016, January 04). The Ten Best Gyms in Miami. Miami New Times. Retrieved from
[http://www.miaminewtimes.com/arts/the-ten-best-gyms-in-miami-8146671/2], 26 April 2016.
Exporter of Womens Top & Womens Fancy Top by Shiraj Exports, Jaipur. (2016). Indiamart.com. Retrieved from [
http://www.indiamart.com/shirajexports/], 28 April 2016.
Friedlander, Whitney. (2012, May 10). Top 10 Gyms in Los Angeles. LA Weekly. Retrieved from [http://www.laweekly.com/arts/top-10gyms-in-los-angeles-2370668/2], 26 April 2016.
Hoovers Online Database. (n.d.) Hoovers Online. Retrieved [http://ezproxy.limcollege.edu:2091/H/company360/overview.html?
companyId=113340000000000], 27 April 2016.
Mink Rath, P., Bay, S., Petrizzi, R., & Gill, P. (2015). The Why of The Buy (2nd ed.). New York: Bloomsbury Publishing Inc.
Press, A. D. (2014, September 06). Jeans face uncertain future amid yoga wear rage. USA Today. Retrieved from [http
://www.usatoday.com/story/money/business/2014/09/06/jeans-face-an-uncertain-future-amid-yoga-wear-rage/15146265/], 26 April 2016.
Pulse India : Welcomes you.... (2016). Pulseindia-jpr.com. Retrieved from [http://pulseindia-jpr.com/index.html], 28 April 2016.
Schlossberg, M. (2015, December 31). Why one of 2015's biggest clothing trends is here to stay. Business Insider. Retrieved from
http://www.businessinsider.com/why-athleisure-is-here-to-stay-in-2016-2015-12], 26 April 2016.