D
G
ACTIVE
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 fastestgrowing sport in America
-Over 10 million people are
practicing, 87% are women.
•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
country’s history.”
-Claire Behar, Senior Partner and Director, New Business Development, FleishmanHillard New York
Consumer Group Report
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.
Industry Trends
• Green Fashion is More than a Passing Trend!
– “$2 billion of hazardous pesticides are used every year to grow
cotton—more 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 globally—85
percent higher than the year before, according to the Organic Exchange.
-ecouterre
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
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.
Target Market
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affordable housing
abundant entry-level jobs
thriving singles scene
fast-growing satellite cities
Young, single and workingclass
• pursue active lifestyles amid
sprawling apartment
complexes and bars
• some college educations
and a lifestyle heavy on
leisure and recreation
035 Boom Town Singles
022 Young Influential
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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 casualdining 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.
Demographic Profile
Sex: Female
Age: Mid/late 20’s- Early/mid 40’s
Race: Varied
Income: $75,000+ per individual
Marital Status: Both Married and Single
Home Ownership: Homeowners and renters
Employment Status: Working
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
Analyzing Competitors
•Lulumon Athletica
•Middle to upper class, educated women
attracted to yoga
•Price points: $9.00-$200.00
•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
•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
D
G
D
G
ACTIVE
Core Benefits
Quality, social responsible, luxurious
clothing.
Basic Product
Women’s eco-friendly active wear bottoms, tops,
outerwear, and accessories.
Expected Product
Diverse clothing for the time, place and occasion of
yoga sport: Line pruning
Augmented Product
Line stretching into men’s yoga clothing and
accessories.
Potential Product
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.
STORY BOARD
D
G
Brand Imagery Association
Mixing & Matching Brand Elements
SWOT Analysis
Strength
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High brand awareness
• Premium image
Possibly increase profits
Opportunities
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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
Weakness
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Entering a new competitive market
• Market could already possibly be
saturated
• May not be accepted by consumers
Threats
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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
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.
SWOT Analysis continued…
Opportunities
• Can be the first HIGH-END brand with
AFFORDABLE active wear
Threats
• Other established active-wear brands
in our price range
– Some designers have recently
integrated active-wear into their
collections but not at our projected
price points
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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
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– 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
Engage our current consumers to use
D&G in all aspects of life/ Grow D&G
as a lifestyle brand
– D&G doesn’t have to stop at the office
or cocktail hour, you can now bring it
into your everyday active life style.
•
Slow economic recoil in U.S.
― GDP has risen only 2% in the 3rd
quarter of 2011.
― Young consumers are still pinching
pennies
Brand Positioning Map
Sustainable
Innovative
Traditional
Non-Sustainable
Amore
“Love”
Mats
Racerbacks
Armonia
Pace
“Harmony” “Peace”
Yoga Pant
Light Jacket
Resistance Bands
V-Neck
Capri
Drawstring
Hoody
Bags
Tank
Biker Short
Wrap Skirt
Towels
Crew Tee
Full-Length
Tights
Pull Over
Yoga Ball
Three Quarter
Sleeve
Sweatpant
Cover Up
$25-$60
$45-$80
$45-$80
$ 50-$150
4 Lines X 5 Product Assortments= Product Depth of 20
Terra
“Earth”
SOLAR SEQUINS
SORONA
D
G
RECYCLED POLYESTER
BAMBOO
HEMP
NATURAL: COTTON, WOOL, FLAX, SILK
City Smoke
City Smoke
COLOR PALETTE
Poison Apple
Coffee Stain
Coffee Stain
Flesh
Flesh
Poison Apple
Ink Blot
Ink Blot
Sugar
Sugar
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
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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
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
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
CBBE Model
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
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 Gold’s.
•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!
Increasing Brand Knowledge
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Print Advertisements
– Fashion Magazines
• ELLE
• allure
– Health Magazines
• FitYoga
• Women’s Health
• Shape
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D&G Active Wear Apps
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Social Media
– Blogs
– Facebook / Twitter
– Youtube
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Sponsorship/Partnership
– Yoga Events on Earth Day week
– Yoga class at gym
• LA fitness
• Gold’s Gym
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
References
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http://www.ecofashionworld.com/
http://womeninbusiness.about.com/od/wibtrendsandstatistics/a/green-wib.htm
http://www.ecouterre.com
fashionsnoopsnewsletter.com/news/?p=6210
http://www.yogajournal.com/advertise/pdf/YJ_audience_08.pdf
http://www.inc.com/ss/best-industries-for-starting-a-business#6
http://economix.blogs.nytimes.com/2011/03/07/the-single-womans-shoppinglist/
http://www.usatoday.com/news/health/2008-11-09-delayed-marriage_N.htm
http://www.babycenter.com/0_surprising-facts-about-birth-in-the-unitedstates_1372273.bc
http://www.bea.gov/newsreleases/national/gdp/gdp_glance.htm
http://www.the33tv.com/news/kdaf-eco-fashion-dead-or-alive20111129,0,3574591.story