MDSE 4850
Carli Birkeland
Brittany Blythe
Alexandra Fiew
BRAND DECISION
CULTURE
Millennials (80 m illion in the U.S. alo ne)
Estimated spending of $200 billion annually by
2017
Want to participate in campaign and marketing
Strive for healthy lifestyles
Want acceptance from friends
Highly involved in social media and technology
Heavy reliance on smartphones
Interest has a short life cycle
Causes for quicker turnover in products
Look to celebrities and influencers for guidance
Support sustainability and eco-friendly
BRAND DECISION
COMPANY
Industry Trend Report
Consumers are adapting to healthier lifestyles
Crossfi t, yoga, boxing, soul cycle
Special Diets
Detoxing and juicing
2015 Swimwear Report: What’s Trending in
Design
High necks and the “sporty” look
Cheeky Brazilian bottoms
Strappy backs
Laser cutouts
Bralette style
Mesh and neoprene material
Bright and fl oral prints
BRAND DECISION
COMPANY
Market Trends
New product off erings every month
“Quality over quantity”
Customers expect a seamless experience across platforms “Swim shirts can be used for a variety of water and other outdoor activities, for the sports enthusiasts or those simply looking to protect themselves from the sun or lounge by the water, demonstrating that this diverse sportswear has some real growth potential” (Cohen,
2014).
BRAND DECISION
COMPANY
Competitor Analysis
Triangl
Victoria's Secret
Pros:
• Similar product material • Brand recognition • Large amount of followers on social media
Pro:
• Brand recognition • Brick and mortar locations • Large assortment • Lifestyle Brand
Con:
• High cost
• Small size run
Cons:
• High cost
Lululemon
Pros:
• Similar products and material
• Brand recognition Cons:
• High cost
• Limited swimming suit line BRAND DECISION
CONSUMER
Demographic Target Market
Ages 18-30 also known as millenials
Women in college or graduates entering into the professional workforce, looking for a brand that is youthful but with a sense of maturity
Intermediate income
Psychographic Target Market
They have a healthy lifestyle consisted of working out and eating healthy.
Enjoy colorful prints and want to let their personally be represented during their activities.
Fashionable women looking for trendy and classy products.
Value time spent with family and friends, but also independent women who love making a statement.
Travelers that love easy on the go products that can mix and match throughout their trips.
BRAND IDENTITY
BRAND VALUE HIERARCHY
Core Benefi t: “Quality made and fashionable swimsuits that serve multi-functional purposes. These swimsuits allow the consumer to both work out and swim in, while protecting their skin from the sun. Our swimming suits make women feel confi dent and ready to take on the day.”
Basic Product: Female swimming suits made from quality nylon and neoprene materials. Each piece has a
UPF of 50+ to protect skin from the sun.
Expected Product: Ability to allow product customization Augmented Product: Collaboration with athletes
Potential Product: Product expansion releasing new product categories online. These new categories would incorporate accessories and apparel.
Accessories would include sunglasses and hats.
Apparel would include cover ups, shorts, and tops.
BRAND IDENTITY
BRAND NAME DECISION
Sunrise Swimwear
Encompasses the morning where the target consumer wakes up early to work out or go running.
The customer can wear the swimming suit both to work out and to swim in.
For example: A woman that goes on a run along the beach, and can swim in the ocean afterwards. BRAND LOGO & SYMBOL
