1. Segmentation and Target Market Analysis According to the Euromonitor International (2016), US sportswear has benefited the most from the continued growth of the “athleisure” movement. The market is expected to have continuous growth both in the US and internationally. As more Americans adopt healthy lifestyles, all of the sportswear – including performance, outdoor and sports-inspired under both apparel and footwear – registered significant value growth in 2015 (Euromonitor International, 2016). Athletic Supreme will target consumers with an active lifestyle, in particular, those customers following the “athleisure” clothing movement – fashionable, go-to, dressed up sweats and exercise gear for both leisure and work (DiBlasio, 2014). The …show more content…
The internet is readily available to this segment, who uses the medium for both research and affirmation from their peers, through a number of social platforms, on trends, news, the best of the best, and even life. Most millennials are trendsetters whose influence will trickle down to other groups. They are great at learning, sharing, and going viral with their experiences with products, becoming advocates (or possible deterrents) for the brand and its products to the general public both domestically and …show more content…
Increased consumer demand has promoted US athletic apparel sales to grow at double the rate of non-active apparel sale for several years (Cotton Inc, 2016). The once small niche market – previously led by a smaller unit of outdoor and sports apparel retailers and brands – is now overran by mass merchants, fast-fashion retailers, and luxury brands are all offering clothing in this $33B market (Cotton Inc. 2016). The collision of fashion and function and expected strong growth will continue to bring new players to the market (Euromonitor International, 2016). Direct competition includes, but not limited to, apparel giants such as Nike, Reebok, Adidas, Under Armor, Lululemon Athletica, Gap, Inc., American Eagle, Victoria Secret, Guess?, and even Target (Hargrave, 2013). As trends lean more towards athleisure wear, so will brands and companies to keep their customers. Athletic Supreme should focus on apparel that complements both their products and customers’ lifestyles – high-quality products for the active everyday