FIERCE FEMALES

By:

Danielle Randolph

Emily Smith

Erika Johnson

Lindsey Leach

Megan Thurston

Megan Meier

Lynnea Tai

FIERCE FEMALES

Competitor Research

* Nike

* Under Armour

* Lululemon

Market Research

Target Market Research

* Surveys -Races

-College Running Teams

* 5k Fathers Day presented by Primrose *Adams

State & Wittenberg University Cross Country

Team

* Bergen Meadow Elementary School

* CSU Student runners

Market Research

Average Dollar Amount Spent On

Running Apparel Per Shopping Trip:

Market Research

Running apparel most interested in purchasing:

Market Research

0

0.5

1

1.5

2

2.5

3

3.5

4

Performance Technical Features Style/Fashion

Features

Comfort Color

Mean for Target Market 1

Mean for Target Market 2

Rank the features of running apparel based on:

Market Research

0

10

20

30

40

50

60

Short Sleeve Tank Top 3/4 Sleeve Long Sleeve

Target Market 1 Target Market 2

Sleeve Length Preference Running Apparel:

Amplify

Target Market 1:

“Intensive

College

Runners”

Line Story

Amplify. Verb. To make larger, greater or stronger.

Outfit1

Inspiration

Amelia Earhart

Earhart Tank

Front Back

Color ways:

Fabric/Trim Choices: -Body of Shirt: Polyester material

-Panels: Mesh material

-Reflective thread

Features: -Reflective stitching

-Mesh side panels

-Sweetheart neckline

Price: Wholesale: $25, Retail: $50

Soaring Short Front

Back

Color ways:

Fabric/Trim Choices: -Spandex

-Zipper

-Grip tape

Features: -Grip tape for anti-riding up

-Zipper pocket

-Racing stripes

Price: Wholesale $25, Retail $50

Bomber Windbreaker

Front

Back

Color ways:

Fabric/Trim Choices: -Body of Jacket:

Polyester/Micro-polar

fleece

- Side Panels: Spandex -Zipper

Features: -iPod pocket

-Stretch material on sides

-Thumbholes

Price -Wholesale $45, Retail $90

Outfit 2

Inspiration

Audrey Hepburn

Hepburn V-Neck

Front Back

Color ways:

Fabric/Trim Choices: -Body of Shirt: Polyester

-Bow on Back: Mesh

Features: -Mesh bow -V-neckline

Price: -Wholesale $25, Retail: $50

The Little Black Legging

Front Back

Color ways:

Fabric/Trim Choices: -Spandex

-Reflective tape

-Zipper

Features: -Reflective jewels down sides

-Zipper pocket

Price: -Wholesale: $40, Retail: $80

Holly Golightly Half-Zip

Front Back

Color ways:

Fabric/Trim Choices:

-Polyester/Micro-polar

fleece material

Features:

-iPod pocket

-Thumbholes

-Armor inspired

blocking

Price:

-Wholesale: $50,

Retail: $100

Amplify Line

Sovereign

Target Market 2:

“Active New

Mom Runners”

Line Story

Sovereign

SOVEREIGN

Sovereign. Adjective. Supreme; preeminent; indisputable.

Outfit1

Princess Diana

Inspiration

Sapphire Scoop

Front Back

Color ways:

Fabric/Trim Choices: -Body of Shirt: Polyester

-Rose on back: Mesh

Features: -Mesh rose

-Small mesh panels

-V-neckline

Price: -Wholesale: $22, Retail: $44

Royal Running Short

Front Back

Color ways:

Fabric/Trim Choices: -Spandex

-Zipper

-Grip tape

Features: -Grip tape for anti-riding up

-Zipper pocket

-Racing stripes

-Longer length

Price: -Wholesale: $30, Retail: $60

Windsor Warm-Up Jacket

Front Back

Color ways:

Fabric/Trim Choices: -Windbreaker material

-Zipper

Features: -iPod pocket

-Thumbholes

-Business suit lapels

Price: -Wholesale: $50, Retail:

$100

Outfit 2

Jackie Kennedy

Inspiration

First Lady Boat Neck

Front Back

Color ways:

Fabric/Trim

Choices: -Polyester

-Reflective thread

Features: -Boat neckline

-Built in supportive bra

-Crown top reflective

stitching

Price: -Wholesale: $35,

Retail: $70

Kennedy Crop Legging

Front Back

Color ways:

Fabric/Trim Choices: -Spandex

-Reflective tape

-Zipper

Features: -Reflective “pearls”

-zipper pocket

Price: -Wholesale: $45,

Retail: $90

Classy Cardie

Front Back

Color ways:

Fabric/Trim

Choices: -Polyester/ Micro-polar

fleece material -Reflective thread

-Zipper

Features: -Thumbholes -Pearl Izumi logo with

reflective thread

Price: -Wholesale: $50,

Retail: $100

Sovereign Line

Accessory

Rosie the Riveter

Headband Inspiration:

Rosie the Riveter

Rosie the Riveter

Headband

Fabric/Trim Choices: -Grip tape

-Polyester

Design Features and

Technical Features: -grip to keep in place

-40’s inspired design

Price: -Wholesale: $6 ,Retail: $12

Color ways:

Fierce Females Outfits

Hangtag Design

FIERCE FEMALES

This garment was inspired by the famousfemale aviator, Amelia Earhart. TheEarhart Tank features “1932” logo

stitched on the front to reveal the yearthat Amelia first fle w solo across the

Atlantic Ocean. It is sti tched withreflecti ve thread for bet t er visibility.

Mesh side panels on the tank areinspired by the idea of helping runners“fly” more easily, and feel the air rushing

by them as they sprint.

Hangtag Design: Amplify

FIERCE FEMALES

Earhart Tank

FIERCE FEMALES

Soaring Short

FIERCE FEMALES

Bomber Jacket

Amplify: Earhart Outfit

Care Labels

FIERCE FEMALES

Hepburn V-Neck

FIERCE FEMALESLittle Black Leggings

FIERCE FEMALESHolly Golightly

Half-zip

Amplify:

Audrey Hepburn Outfit

Care Labels

FIERCE FEMALESOur Windsor Warm-up Jacket get its namefrom the Windsor Castle in England, wherePrince Charles proposed to Princess Dianain February of 1981. The warm-up jacket

features a regal, structured neckline, pearldetailing on the pockets, and an embroi-

dered crown on the upper back of thegarment, all of which reflect Princess

Diana’s power and royal status.

Hangtag Design: Sovereign

FIERCE FEMALES

Sapphire Scoop

FIERCE FEMALESRoyal Running

Short

FIERCE FEMALESWindsor Warm Up

Jacket

Care Labels

Sovereign: Princess Diana

FIERCE FEMALESKennedy Crop Legging

FIERCE FEMALESFirst Lady Boat Neck

FIERCE FEMALES

Classy Cardigan

Sovereign: Jackie Kennedy

Care Labels

Unique Selling Point

• A woman should feel confident and fierce even while

she is sweating

• Our famous, strong women set that standard and

inspired our line

• Unique use of bold and bright colors

• Retro vibe, past to present

• This confidence can be seen with the naked eye

when our female consumer wears our apparel

Logo

Thank You