Consumer Engagement Analysis Set Active
Margarita Perez
MKT 5488
Introduction
Demographics
SET ACTIVE's main demographic is
ages 18-34 and predominantly
women. Activewear shoppers value
products that are functional,
comfortable, and fashionable.
They typically have an middle to
upper-class income.
Market Share
Products in the $40-$60 price
range are leading the market and
leggings are the best selling
product. It also highlights that
brands are turning to e-commerce
to boost sales as the activewear
market grows. SET ACTIVE falls
perfectly in the target price
range but only has a presence
online (Instagram and their
website).
SWOT - Strengths
SET ACTIVE has a strong
Instagram (445k followers) and
TikTok (69.2k followers)
presence that is promoted by
paid and organic marketing. It
has an easy to navigate website
with great visuals of the
product.
SWOT - Weakness
SET ACTIVE has little to
no presence on Twitter or
Facebook. Facebook
especially could be a
market they are missing
because many users use the
site to shop or find new
brands.
SWOT - Opportunities
SET is a visual based company so they should be utilizing
Facebook and Twitter by doing campaigns with more videos
(instead of just photo-based posts).
They should expand to the retail business.
SET ACTIVE could expand the size range to cater to a wider
variety of body types.
SWOT - Threats
Once it sells out, it won't be
restocked. This creates scarcity but
also can upset consumers. SET is still
functioning as an "Instagram shop"
where most engagement with potential
customers is made on Instagram along
with influencers who post in their
SET.
Top Takeaways
SET could reach bigger audience and
gain followers by utilizing other
social sites like Facebook and
Twitter.
Cater to that audience by using more
diverse models and provide a wider
range of sizes. Ultimately, this could
increase sales and online reach.
Thank you!