Executive Summary

Stagnant sales performance has caused Harrington Collection to explore new avenues for improved performance, including the launch of a new active-wear line. Recognizing an emerging trend of low price and rapid style turnover in the women’s apparel market, along with tremendous growth in the active-wear segment, Harrington needs to work strategically to capture this profitable market opportunity. After careful analysis, it was determined that Harrington should implement a new active-wear line.

Next, following the framework, the company must evaluate whether the product will be successful. Researching the company’s competition as well as the average market share could give insight to whether certain styles of high-end children’s clothing would be successful in the current market. Also, researching potential threats to business will be useful in designing a product that, both, fills the needs of the customers and offers features that can be protected by either a patent or trade

The children’s fashion retailer’ sell children’s clothing, 14 years and younger. Their market are parents, grandparents, teens or the children and infant’s relatives. They can be segmented into smaller age groups.

Target has a wide variety of clothes that appeal to a wide variety of people. The main segments of their targeted consumers are women, men, and children. The sub-segments in women’s clothing are active wear, youth, or maternity. Active wear are for women who are looking for comfortable clothes to workout in. Youth are for casual or business casual people to wear on a day to day basis. Maternity clothes are for women who are pregnant and looking for clothes that are bigger. Men sub-segments include active wear and casual wear. Both sub-segments serve the same purpose as the women’s. Children sub-segments include infant, toddler, and school uniforms. Infant are usually gender-neutral clothing for all babies. Toddler clothing are for kids around

This year marketing for Back to School was a success for this retail company. Children went back to school with the latest fashionable footgear, from Nikes to Reeboks. Super star tennis player “Serena Williams” even enjoys the comfort of one wearing one of Foot Locker’s leading line of clothes (Low, E. 2015).” brands sold at this company such as Under Armor. The numbers in sales were phenomenal this year for Under Armor; According to Elaine Low with Investor’s Business Daily (2015) “Nike is continuing to show dominance on the tennis court this week as Roger Federer, Serena Williams and others sport the

The women's apparel market is highly competitive. With the launch of a new active-wear line from Harrington Collection's, more and more competitors will start to realise the potential value in in producing an active-wear line of their own. The active-wear market is growing so rapidly (expected to double turnover from 2007 to 2009), that eventually all of Harrington's competitors would likely be expected to launch a line of their own, relying on existing brand loyalty and high-scale advertising campaigns to capture market share and move units.

Athletic Supreme is now ready to carry the team to victory by expanding its inventory to include a sportswear product line providing its customers with “one-stop” shopping opportunities saving time and effort with selecting and designing team sports apparel by delivering a relevant product assortment creating an engaging environment and the ultimate customer experience. Hayes and Venkatraman (2015) mentions that sportswear and other performance apparel fill a specific niche market and permeate all aspects of the fashion business providing challenges and opportunities for companies operating in the market. In competitive sports, the implication of the performance of sportswear can often be the difference between winning and

This idea is produced through the different range of clothing they offer to people from promoting casual looks to stylish looks at affordable prices. Emphasis is placed on the fact that “Forever 21, a chain of stores, sell[s] trendy clothes at rock-bottom prices” (Pike). Since Forever 21 also has great deals on its clothing that helps promote their clothing because the intended target of their shoppers are teenage girls and young women. It benefits the company since more people who perhaps do not have the money to spend on other designer clothing, can still look good by wearing clothing designed similarly at a much cheaper price. The generalization can be made that, if a person has any type of event to go to and they need an outfit, they should surely be able to find something at Forever 21 whether it be for school, a party, or a much formal event, since the stores have so many options available to consumers.

Whether a company is in need of a collared shirt, a basic tee, a ball cap or sweatshirts, they will find it here, and the color options are outstanding. Everyone should be able to find a color they love, and many find that the hardest part is limiting their choices to only a few. Once they purchase one garment, they want many more. Customizing a piece of clothing has never been easier thanks to Outlet Shirts and Port Authority, and the customer determines what goes on the item. This may be text or it may be the company logo, whatever the customer prefers. With the help of these garments, a business can increase brand awareness and project a professional image at all

Harrington Collection is facing declining sales and shifting consumer tastes, and the company must consider new strategies to compete in the women’s apparel industry. The company should introduce a line of active wear under the Vigor brand, as this brand extension will result in $40 million dollar in sales per year, a 15.8% profit margin, and $6.3 million in profit. It will also allow Harrington to maintain, and possibly grow, its 7% market share in the “better” category.

We announce the theme of our shirt only a week before the game, thus giving us the advantage over our competitors. By doing so, our competitors are in a rush to produce merchandise to compete with us. Along with these main competitors, we have observed other retailers and wholesalers such as Walmart and Target, have started to sell Massillon apparel to consumers. We have come to the conclusion that the quality of their merchandise is underwhelming in comparison to our products. Along with quality, the prices of their merchandise is a little bit cheaper than ours. However, we believe the higher quality of our merchandise along with our unparalleled customer service, will compensate for the extra cost per product.

Shortcomings – Currently, the authors of Under Armour all have full-time positions in counseling, business advancement or promoting technique. All are working for a moment occupation, keeping Under Armour from exploiting the opportunities accessible. With a specific end goal to minimize out-of-pocket expenses, the chance to venture into other high-development territories is accessible, yet will require extra assets. Under Armour likewise does not have broad abilities in bookkeeping and means to discover a lead bookkeeper to either chip away at staff or as an outsourced builder to give administrations. With just three to four organizers, Under Armour is not able to handle more than one or two activities at once. This will be tended to as Under Armour gets to be more agreeable with their activities, and is prepared to extend the measure of the team.

As a clothing store which is focusing on local designed and European designed clothes, our products are going to be high-end, fashionable, green and unique.

Sportsmen and women wear specific clothing for particular reasons, which include freedom of movement, physical protection of the body, personal identification, performance enhancing purposes, comfort and also fashion (Barton, 2015). Sportswear is defined primarily as apparel made for sports participation, however there now seems to be growing trend of consumers purchasing these garments as casual clothes worn for day-to-day activities. The connection between sportswear

Imagine someone going into a store to buy a suit. The first thing they do is pick out a design they like or a color that they love. However, it is always a struggle to find the exact one they were looking for, some are the right color but not the right design, some are the right design but not the right color. The buyer is instantly pulled into a fritz, the suit buying conundrum has been set in motion and the mass produced company has created a highly unsatisfactory buying process. The customer is either forced to buy suit he does not desire, buy one off the internet without knowing if it fits, or go to a custom tailor while spending heaps of money that most don’t possess. The answer? Become the tailor while reducing the cost. Under Armour has made indications recently they could be planning a widespread Mass customization process that could lead the way for generations to come, and we highly recommend they go forth with it. We believe this because we find it will help Under Armour increase their business globally by encouraging creativity and uniqueness, adding value to the distribution process, and which will lead to high customer satisfaction.