The Power of the Sheconomy -Over the next decade, women will
control two thirds of consumer wealth in the United States and be
the beneficiaries of the largest transference of wealth in our
countrys history. -Claire Behar, Senior Partner and Director, New
Business Development, Fleishman- Hillard New York Sociocultural
Issues Tax Fraud -The designers are charged with alleged tax
evasion to the tune of 416 million euros, or $562 million at
current exchange. If prosecuted they will face $1.3 million in
fines, and 3 years in Italian prison. Yoga is now the fastest-
growing sport in America -Over 10 million people are practicing,
87% are women.
Slide 3
In Tune With Our Inner Spirit They spent $5.7 billion on yoga
products, equipment, and clothing in 2008. 14 Million have been
recommend to yoga by a doctor or therapist. Single women are
spending approximately $2,925 a year on their healthcare needs.
They are marrying later in life. The median age is now the oldest
since the U.S. Census started keeping track in the 1890s: almost 26
for women and almost 28 for men. They are waiting longer to have
children. In 2008, the average age was 25.. Consumer Group
Report
Slide 4
Industry Trends Green Fashion is More than a Passing Trend! $2
billion of hazardous pesticides are used every year to grow
cottonmore than any other agricultural crop. Like any good product
design, clothing production can be accomplished in a better,
smarter, and more socially and environmentally sustainable way.
Organic clothing, produced without toxic pesticides and dipped in
low-impact dyes, is gaining popularity across the globe. In 2006,
retail sales of organic cotton products reached $1.1 billion
globally85 percent higher than the year before, according to the
Organic Exchange. -ecouterre
Slide 5
Industry Trends Eco Fashion Vegan: Products that have been made
without the use of leather or animal tissue products. Ethically
Produced: Ethical fashion is fashion that has been produced with
respect for people and the environment. Fair Trade Certified: An
organized movement that promotes standards for international labor
(such as reasonable work hours, no child labor, the right to
unionize, a fair living wage), environmentalism, and social policy
in areas related to production of goods. Organic: Natural fibers
that have been grown without any pesticides and other toxic
materials, preserving the health of humans and the environment.
Recycled: Anything that has been made from already existing
materials, fabrics, metals or fibers. -ecofashionworld
Slide 6
Industry Trends Eco-Friendly Movement "Environmental
Consumerism Among Women Business Owners, that reported the
environmental friendliness of a product does have a moderate to
major influence on the purchasing habits of 77% of women
decision-makers in business.
Slide 7
Target Market 035 Boom Town Singles 022 Young Influential
affordable housing abundant entry-level jobs thriving singles scene
fast-growing satellite cities Young, single and working- class
pursue active lifestyles amid sprawling apartment complexes and
bars some college educations and a lifestyle heavy on leisure and
recreation the nation's yuppies young, middle-class singles and
couples balance work and leisure pursuits live in apartment
complexes or own homes near other high-school/ college alumni
surrounded by ball fields, health clubs and casual- dining
restaurants share a middle-class, suburban perspective good jobs
and money in their jeans tend to have plenty of discretionary
income to visit nightclubs and casual-dining restaurants, shop at
midscale department stores.
Slide 8
Demographic Profile Sex: Female Age: Mid/late 20s- Early/mid
40s Race: Varied Income: $75,000+ per individual Marital Status:
Both Married and Single Home Ownership: Homeowners and renters
Employment Status: Working
Slide 9
Psychographic Profile Vals: Experiencers Experiencers are
motivated by self-expression. Young, enthusiastic, and impulsive
consumers; experiencers quickly become enthusiastic about new
possibilities but are equally quick to cool. 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.
-http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml
Interests: nightlife, social life/media, career advancement,
current fashion/ technological trends Attidues: liberal,
individualists,prolonged independence Opinions: concern for
personal well-being and the environment, financial security
Slide 10
Analyzing Competitors Y-3 Yohji Yamamoto Brand-conscious 30 to
45 year olds, high discretionary income Price points: Shoes
$200.00-$500.00 Clothing $100.00-$700.00 Lulumon Athletica Middle
to upper class, educated women attracted to yoga Price points:
$9.00-$200.00 Lucas Hugh Upper class, educated women who want
cutting edge luxury performance wear Price points: $100.00-$500.00
Stella McCartney Upper class, educated eco conscious women; with
high discretionary income Price points Shoes: $100.00-$300.00
Clothing: $25.00-$500.00
Slide 11
D G
Slide 12
Core Benefits Basic Product Expected Product Augmented Product
Potential Product Quality, social responsible, luxurious clothing.
Womens eco-friendly active wear bottoms, tops, outerwear, and
accessories. Diverse clothing for the time, place and occasion of
yoga sport: Line pruning Line stretching into mens yoga clothing
and accessories. Marriage of the Active life and technology. Merge
with social media and socially responsible public events. Provide
experiential services, including the establishment of a D&G
gym. D G ACTIVE
Slide 13
D G STORY BOARD
Slide 14
Brand Imagery Association
Slide 15
Mixing & Matching Brand Elements
Slide 16
SWOT Analysis Strength High brand awareness Premium image
Possibly increase profits Weakness Entering a new competitive
market Market could already possibly be saturated May not be
accepted by consumers Opportunities Can be the first HIGH-END brand
with AFFORDABLE active wear Gain a new younger market Engage our
current consumers to use D&G in all aspects of life Grow
D&G as a lifestyle brand Threats Other established active-wear
brands in our price range Could take away from the image of the
brand Lower price point than our other products
Slide 17
SWOT Analysis Continued Strength Extend our brand We can give
our brand a stronger image amongst consumers. Consumers will begin
to see our brand as a lifestyle and not only luxury. Add a new
market We could grab the attention of a new younger market while we
maintain our old consumer groups. Increase profits By adding a new
group of consumers we will hopefully increase profits. Weakness
Entering a new competitive market We will be competing against
companies that specialize in active wear at our price point and
will have to differentiate ourselves to consumers Market could
already possibly be saturated We are not the first high end/
designer to offer active wear Image Conflict We are known for a
certain style of clothing and to have a certain persona. Consumers
may not be enthused by active wear being added to such a well known
brand.
Slide 18
SWOT Analysis continued Opportunities Can be the first HIGH-END
brand with AFFORDABLE active wear Some designers have recently
integrated active-wear into their collections but not at our
projected price points Gain a new younger market Our biggest
consumers are in the Pink Market or are older and we can now appeal
to a younger crowd Engage our current consumers to use D&G in
all aspects of life/ Grow D&G as a lifestyle brand D&G
doesnt have to stop at the office or cocktail hour, you can now
bring it into your everyday active life style. Threats Other
established active-wear brands in our price range There are
multiple other active wear competitors at our price range targeting
the same consumer There is also an oversaturation of active wear
lines on the market Slow economic recoil in U.S. GDP has risen only
2% in the 3 rd quarter of 2011. Young consumers are still pinching
pennies
Slide 19
Brand Positioning Map Sustainable Non-Sustainable Traditional
Innovative
Slide 20
Terra Earth Amore Love Armonia Harmony Pace Peace
MatsRacerbacksYoga PantLight Jacket Resistance BandsV-NeckCapri
Drawstring Hoody BagsTankBiker ShortWrap Skirt TowelsCrew Tee
Full-Length TightsPull Over Yoga Ball Three Quarter
SleeveSweatpantCover Up 4 Lines X 5 Product Assortments= Product
Depth of 20 $25-$60$45-$80 $ 50-$150
Slide 21
D G BAMBOO SORONA NATURAL: COTTON, WOOL, FLAX, SILK HEMP
RECYCLED POLYESTER SOLAR SEQUINS
Slide 22
City SmokeFleshInk Blot SugarCoffee StainPoison Apple COLOR
PALETTE City Smoke Flesh Ink Blot Coffee Stain SugarPoison
Apple
Slide 23
Differentiation Tools Product Active wear for Yoga and Pilates
made from ecological materials Yoga Accessories: yoga mats, towels,
bags, yoga ball, resistance bands Simple design with neutral color
Perfect FIT Channel New Consumers: Boomtown Singles and Young
Influential Technology (Social Media) Global market: Well-being
Boom Image Well-Being : Eco-friendly products and exercise Yoga and
Pilates
Slide 24
Brand Positioning: IMPORTANT Association with high-end brands
are important for Boom Town Singles and Young Influentials Due to
their active lifestyles, D&G ACTIVE will be on the forefront of
the consumer minds for chic, high-quality, active wear Young
Influentials live near ball fields and health centers. D&G
ACTIVE will offer a variety of clothing and accessory options The
Green Movement aides D&G ACTIVE in following industry trends.
ECO FASHION is very much alive and thriving Yoga-centered lifestyle
proves to increase its quality and span
Slide 25
Brand Positioning: AFFORDABLE D&G ACTIVE will be the very
first affordable high-end active wear line Boom Town Singles and
Young Influentials are eager for more affordable high-end line
extensions. Combines luxury with affordable components and creates
a unified end-product for the target market. With price points of
$25 - $150, D&G ACTIVE will not break the bank Discretionary
income is not as high as GEN Y, so D&G ACTIVE will satisfy
those finishing high school and college
Slide 26
CBBE Model Performance Imagery Salience Performance:
-Eco-Friendly clothing provides textiles with soft hands -Clothing
wicks moisture and keeps consumer comfortable during workout
-Clothing is maintained through easy washing process Imagery:
-Category names provide Italian flare, authentic to the brand
-Clothing contains muted sophisticated color palette -Items are
chic, and representative of the D&G lifestyle Salience: -New
logo symbolizes social responsibility, and will be easily
recognizable -New advertising will create a warm and genuine brand
identity -Technology and sponsorship will build a relationship with
new and old consumers
Slide 27
How are we increasing sales? Sales have already increased 20%
from last year because of accessories. By 2013 we have set a
projected sales increase of 15% U.S. specific. We will do this by
e-mailing specials and adding stand alone stores and specials with
major American gyms such as LA Fitness, Lifetime and Golds. Adding
an app specially for our ActiveWear, and also partner with Living
Social and Groupon, to sponsor events and offer deal packages.
Affordable line because of new prices, more people will buy!
Slide 28
Increasing Brand Knowledge Print Advertisements Fashion
Magazines ELLE allure Health Magazines FitYoga Womens Health Shape
D&G Active Wear Apps Social Media Blogs Facebook / Twitter
Youtube Sponsorship/Partnership Yoga Events on Earth Day week Yoga
class at gym LA fitness Golds Gym
Slide 29
Brand Equity Establishing life long commitment by expanding to
a younger demographic Enhancing our identity by providing a new
logo, and social responsible clothing Brand awareness will increase
due to the recognizable established logo and brand identity, in
addition to the new earth-centered transition Application specific
technology will provide a bridge between the consumer and their
active wear products. Event sponsorship will provide a community
oriented brand identity and build upon a deeper relationship with
the consumer