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Product & Brand Development

Objective:

This is a mock business of an athletic wear brand. This mock business called Goal Shortie is a concept I came up with on my own. It was part of my responsibility to understand how to market, create, and distribute my product in order to grow my proposed business. The goal of this project is to explore the product development and brand building processes. This project will help me as a retail social media or digital marketing professional, to understand how to market a brand to a targeted audience and differentiate marketing strategy from competitors. After my completion of this semester long project I was able to learn the the differences between types of business ownership; including a sole proprietorship and a LLC for example. I was also able to carry my knowledge from this project of learning how to market a brand successfully into my work experience as a fashion marketing intern for a retail start-up company. 

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Skills Achieved:

  • Competitor research and analysis

  • SWOT analysis

  • Customer profile creation

  • Understanding of target customer

  • Brand differentiation and appeal strategies

The perfect athletic under-short

Goal Shortie

By: Raya O'Neal

Running Athletic Women

Mission

Sustainable. Innovative. Empowering.

Vision

Goal Shortie offers a reliable solution to women's athletic under shorts that stay in place. We provide a sustainable product made by a soccer player for soccer players.

 

 

 

 

Goal Shortie aims to provide a product for women in soccer with a sustainable alternative to traditional spandex. Our shorts are made of recycled nylon and elastane fibers. This product is engineered for a perfect fit that's breathable and suited for high-impact physical activity. We use innovative skin gripping technology with our under-shorts made of eco-friendly silicon. Our vision allows female athletes to avoid the awkward and frustrating effects of chaffing, and having to constantly readjust and pull down their under shorts while on the field.  Goal Shortie wants to empower women to look and perform their best. 

Brand Statement

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Social Responsibility

  • Responsible Consumption:  Goal Shortie's commitment to social responsibility begins with a green initiative to promote using recycled materials for our product. Our athletic shorts are woven with compression material made from recycled pre-consumer waste and recycled silicon for our skin-gripping technology. We want to do our part in reducing the planet's waste and reusing thrown out materials. ​

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  • Gender Equality: Goal Shortie believes in taking care of others to create a more just and humane world. 5% of our profits are donated to the National Center on Domestic and Sexual Violence (NCDSV). Goal Shortie supports organizations that are also doing their part to empower and protect women. 

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  • Decent Work: Goal Shortie values all of its employees and  is committed to providing a safe and healthy work environment. Employees domestic and overseas will have 40-hour work weeks with optional overtime. Commission for overtime can be chosen as salary based or in extra mental-health/vacation days. Goal Shortie believes in promoting a balance between work and daily life. Domestic employees are also expected to volunteer up to 10 hours every 3 months with documentation to a non-profit organization of their choice.

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Bright modern office decor

Target Customer

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Geographic Segmentation

  • Midwest Region

  • City Population 25,000-75,000

  • Urban Population Density

  • All 4 seasonal climate (Spring-Winter Merchandise) 

Demographic Segmentation 

  • Gen-Z (17-25)

  • Female

  • Yearly income Less then or equal to $35,000

  • Education- College Student or Recent Graduate 

  • Occupation- Entry level positions or Part time 

Sociocultural Segmentation

  • Religion, Nationality, Race - Open

  • Lower to Middle class

  • Single Marital Status 

  • Psychographics- Socially Conscious, Highly Educated, Socially Interactive, Money Conscious 

Behavioral Segmentation

  • Not possessive over brand loyalty

  • Likes innovation 

  • Promotes eco-friendly products

  • Social media users

  • Soccer players

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Customer Profile 

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SWOT Analysis

Strengths

  • High brand awareness amongst soccer industry

  • Skin gripping technology made of eco-friendly material

  • Sustainable Nylon compression fabric

  • Reduces chaffing & created specifically for high impact exercise

Weaknesses

  • Athletic wear is a competitive industry

  • No physicals stores as of yet

  • Focused on solid colors, not prints

  • Competing with Yoga/Pilates industry similar looking products

Opportunities

  • Product line could expand to athletic tights for cold weather

  • Potential partnerships with sports stores

  • Recycle program for old products to be sent back

Threats

  • Cost of producing product 

  • Many competitors in Athletic/Athleisure industry 

  • Substitutes such as bike shorts for cycling

Competitive Analysis

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Branding

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Logos

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Inspiration Board 

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Concept Board 

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Product Development

Merchandise Classification

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 Sourcing Manufacturers 

  • REPREVE: The company Unifi manufactures this innovative Nylon 6 fabric made of fibers from pre-consumer waste. Recycling nylon fibers from their own manufacturing saves a lot of energy and makes the best use of resources. The end result is a fiber that’s high quality, certifiably sustainable and available with performance technologies. This REPREVE nylon fiber can also have wicking, thermal comfort, and other performance technologies embedded in the fiber. Unifi has manufacturing locations in every major textile producing region in the world. Everywhere REPREVE is made in their supply chain, the same process is followed to create consistent high quality, always traceable, transparent and certifiably sustainable products.

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  • LYCRA SPORT: The company LYCRA specializes in creating sustainable solutions to spandex (elastane). The LYCRA SPORT textile technology create collections that deliver comfort and performance. Each PCE certified fabric comes with a performance report that takes the guesswork out of how the fabric will be perform after cutting and designing. Benefits of this textile include optimized fabric performance levels suit specific sports and long lasting quality that doesn't wash out. 

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  • Wacker: This company manufactures eco-friendly silicon for everyday products and apparel. Their silicon rubber is a substitute for plastics and they utilize it in anti-slip coatings. The provided benefits include a soft coating that is skin compatible, anti-slip properties, and waterproofing. The company's sustainable corporate management is based on two voluntary, global initiatives: the chemical industry’s Responsible Care initiative and the UN’s Global Compact.

  • Unifi, Inc. Nylon Operations

  • 805 Island Dr.
    PO Box 737
    Madison, NC 27025
    United States
    Phone: +1 336 427 1890

  • Lycra Co. Headquarters

  • 2711 Centerville Rd, Wilmington, DE 19808

Manufacturer Facility- Monterrey, Mexico

  • Wacker Chemical Corp.

  • 3301 Sutton Road
    Adrian, MI 49221-9397
    United States

  • Phone: +1  888  922 5374 

Questions For Manufacturers

  • What is your quality assurance policy?

  • What is your policy on shipping?

  • What other brands or suppliers do you work with?

  Sourcing Structure

To ensure that Goal Shortie is a socially responsible brand we uphold a corporate policy based on the United Nations Guiding Principles for Business and Human Rights (UNGPs​). This way we can focus on mitigating our impact on people and the planet. 

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Goal Shortie utilizes a Code of Conduct for our suppliers and manufactures which we ask all partners to sign up to. This sets out our supply chain requirements based on existing guidance from the UN Declaration of Human Rights and the International Labour Organization (ILO) conventions. 

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Our website provides transparency about our facilities, manufacturers, and recycled textiles. The application process for creating included materials is also featured. We want to provide our consumers with factual information about how the percentage of recyclable materials in out product. 

Competitive Costing 

Outdoor Voices: TechFlex Short

  • 3.5" inseam athletic compression short

  • Product Description:

    • ​Made out of lightweight, breathable TechSweat™ fabric featuring a soft flexible waistband

    • Hidden front pocket for key storage

    • Quick drying fabric

    • High rise waist band

    • Nylon and Lycra material, sustainable packaging

  • Retail Price = $48.00

  • Wholesale Price = $24.00

  • Cost =$12.00

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The Girlfriend Collective: FLOAT Ultralight Run Short

  • 4" inseam athletic compression short

  • Product Description: 

    • ​Made from 90% recycled plastic bottles (RPET) and 10% spandex

    • Sweat-wicking and squat-proof

    • Buttery soft hand feel with a brushed matte finish

    • UPF 50+

    • ultra light and breathable fabric

  • Retail Price = $48.00

  • Wholesale Price= $24.00

  • Cost= $12.00

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Athleta: Ultimate Shortie

  • 3" inseam athletic compression short

  • Product Description: 

    • ​Made out of SuperSonic fabric, made with recycled material

    • Sleek texture with supportive compression

    • hidden pocket on back of waist band

    • Made for medium to high impact workouts 

  • Retail Price= $59.00​

  • Wholesale Price= $ 29.50

  • Cost= $14.75

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Cost Sheet 

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Goal Shortie Sales Projection

Introduction / Launch : Spring (Feb.- Mar.)

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Immediate / Replenishment : Spring (Apr. - May)

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Off Price / Discount : Summer (Jun. - Jul.)

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Line Sheet 

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Distribution Strategy

My intended distribution strategy would be to start selling my product in small retailers across the Chicagoland area that sell soccer equipment and clothing. I would specifically find retailers that sell items made by local/independent designers and small labels. The top three retailers I found sell soccer cleats,  jerseys, and athletic clothing; it would be a perfect place to get our brand known. After my product is distributed among some small retailers, I would try to start an online store where the items would be available for people who don’t live in Chicago.

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Goal Shortie would be avaliable at...

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  • Chicago Soccer (Melrose Park, IL)

  • Soccer 2000 (Downers Grove, IL)

  • Soccerland (Chicago, IL)

Direct Market Channels

  • Nation's Best Sports Fall Athletic Market

    • November 6th & 7th 2022​

    • Aurora, CO 

    • Participating at this trade show would be a good way to gain exposure to another target market that isn't local. Colorado is known for health and wellness enthusiasts. The state also has a semi-pro soccer team therefore, their is a viable customer base in the area that would gravitate towards Goal Shortie. 

  • Soccerex Americas 

    • March 2022​

    • Miami Beach, FL

    • Soccerex is a global organization that brings great opportunities to meet with lots of people from within the soccer industry. This would be good for my business in order to network and make potential business relationships. 

  • Chicago International Soccer College Showcase

    • July 8th - 10th 2022​

    • Chicago, IL

    • A college ID tournament such as this is an opportunity for young club payers to be recruited by college scouts. Large local soccer tournaments bring families from all across the US. Working as a vendor at one of these tournaments is a great marketing opportunity to set up a tent and earn direct sales during an entire weekend. 

Sales Pitch 

  • Retailer: Chicago Soccer (Melrose Park, IL)

    • Female soccer players are often frustrated by their compression shorts under their uniform bottoms rising up and needing constant readjustment while their playing. Goal Shortie eliminates the need to awkwardly pull down compression shorts while on the field due to them causing discomfort and not staying in place. Women in soccer have begun to grow frustrated with a lack of options in athletic apparel that is curated for their high intensity sport. The current products on the market are intended for yoga or low impact activities, or they are made too short and cause chaffing. With our comfortable, innovative and reliable undershort, you can spend less time feeling uncomfortable in your athletic gear and more time performing at your best. Goal Shortie is a product intended for soccer players; developed by a soccer player.​

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  • Goal Shortie is an innovative and sustainable soccer apparel brand of compression undershorts.
    Goal Shortie is bringing sustainable athletic materials and sports technology to the world of women's soccer.  Goal Shortie will bring its line of soccer apparel to Chicago Soccer in order for customers in the local Chicago area to experience wearing our compression shorts that stay in place throughout high intensity activity.  The addition of Goal Shortie will maximize profits in allowing female customers to purchase something comfortable and functional  for their soccer needs, overall creating a more inclusive retail space. Chicago Soccer will also be expanding their inventory and becoming a leader in the industry by partnering with a sustainable brand that can help them market to a broader customer base and showcase sustainable soccer apparel that is not widely available. A merchandise assortment in the store that displays the Goal Shortie logo, marketing campaign images, and clothing displays will help draw profits by inciting customers to touch, feel, and try on the product. The clothing display and logo placement will also help generate brand awareness in the local Chicago area. 
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Marketing Mix

  • Does the product meet the customer’s needs or wants? How?

    • I believe that Goal Shortie provides a product that is in high demand for female soccer players. This area of the sports industry market is not being paid much attention to. There aren't many brands and companies that are focusing on women's soccer specifically and the needs of these athletes. Goal Shortie is filling that market by creating a sustainable product that is functional, useful, and comfortable for all types of female players to wear. ​

  • Where will they purchase the product? What percentage will be online versus at a brick-and-mortar location?

    • Consumers will be able to purchase this merchandise on www.goalshortie.com, and in store at small soccer businesses in the Chicago area. Some retailers I would focus on selling my product to include Chicago Soccer and Soccerland. About 65% percent of my estimated sales would be online and 35% in store. I think since I am targeting a younger demographic social media and digital marketing for our website will gain more traction for the brand and easier purchases can be made rather than in store. ​

  • Is the price competitive? What brand is the price leader?

    • Our athletic undershorts are middle to higher priced. They retail for $60 which is competitive with our main competitors' price points. The similar products our competition offers are also higher priced due to the quality and use of sustainable materials. Our shorts stand out because they include eco-friendly skin gripping technology to ensure that they shorts stay in place throughout high intensity exercise. Our material is also made from recycled pre-consumer waste which differs from other products on the market. 

  • What social media channels are being used for product introductions?

    • The social media channels that I would utilize to introduce my product includes Instagram and TikTok. Both of these social media platforms are a great way to show my products and behind the scenes content. Consumers love visuals and seeing the aesthetic of a brand. Instagram is the perfect platform to focus on visuals and communicating the overall mood and message behind Goal Shortie. I would use TikTok to connect even more with my target audience. Short-hand videos of athletes wearing the product would help announce special offers and new collection releases in an entertaining and interactive way. ​

Marketing Strategy

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Business Structure

  • Name of Owners 

    • Raya O'Neal ​

      • CEO/ President/ Designer, Ownership​

      • Limited Liability Company 

      • Responsibilities include overseeing designs, production, financials, and all executive decisions. Main priorities include protecting the brand image and executing the brand mission statement. Also, implementing strategies to further develop the brand as stated in the vision statement.
         

  • Advisory Board 

    • Ann Keltz

      • Entrepreneur and co-founder of Goal Five. Goal Five is a women's sportswear brand that donates a portion of their proceeds to organizations fighting for equal pay and opportunities for women in sports. ​​

    • Barbara Blanchard

      • ​ Creator and owner of the European based women's futbol apparel company Alke'

    • Allie Ayres

      • Director of Partnership Strategy & Marketing at National Women's Soccer League. NWSL would be vital in helping expand our brand with procuring potential advertising and sponsorship opportunities. ​

    • Imre Hidvegi 

      • Owner of retail store Chicago Soccer. He possess a skill set in sales, sports management, and marketing. ​

    • Indi Cowie 

      • Professional soccer freestyler and influencer. Indie has over 800,000 Instagram followers and would be a good representation of our brand image. ​

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  • Personal Strengths and Weaknesses

    • As a business owner I recognize that my strengths lay in the creative and leadership roles of supporting my brand. Most of my responsibilities will be to ensure the standards of the vision and mission statement are being upheld amongst all levels of operation. All executive decisions will be finalized by myself including creative decisions over marketing and advertising. I will hire a social media assistant in order to fulfill some of the responsibilities of eCommerce and digital  branding on our social media platforms. My weaknesses include keeping orderly filing financial statements and having all legal knowledge of how to protect my business. I will also hire an accountant to create daily reports and records to be completed and given. I will also work with a lawyer to be responsible for all legal elements related to the brand in regards to labels, patents, financials, vendor negotiations, and all other legal aspects.

Trade Marking

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