15hz Account Planner: Brian Ngo

Originally a men’s poker themed/athletic brand

Recently purchased by the founders of iRise (a Christian based non-profit dedicated to helping troubled youth) with the intention of co-mingling the brand.

Persona: Inspiration, drive, and being all in

Strengths:

Cotton, organic terry cotton, soft micro-polyester sport fabric

Products have athletic features

Medium Price Point

Established ecommerce site

Weaknesses:

Low branding, social media messaging & following

Localized Markets (Dallas & Cincinnati)

Product representation & New design lines (models and copy)

Still has to liquidate existing inventory

No brick and motor locations

Opportunities: Female Market, Expansion of product breath ( shorts, pants, accessories) , College Branding,

Threats: Mainstream fashion adaptation of fashionable active wear (Gap, H&M, Nike, Under Armor, Reebok, Lululemon ,ETC) Same Name Rise Gym Gear

“We refuse to compromise – We are all in”

Active wear and lifestyle

A fashionable urban collection, centered following you from home to the gym to social settings.

Well-crafted attire that will live up to your dedication to quality.

We follow you; always open to reinvention; moving at the speed of you.

Products: T-Shirts, Hoodies, Jackets, Hats,

https://www.youtube.com/watch?v=8babkovW9b8

Male, Female College/Young Professionals Millennials & Generation Z, ages 18-30

Athleisure: “I like to be comfortable as possible & wear my cloths all day, but is able to represent a sense of color and style.”

Fashion trending or 2014<

7% use active wear for only exercise.

9/10 don active wear for everything else: around the house, running errands, shopping

Purchase Drivers: Fit/comfort (natural fibers over synthetics), breathability, quality, style, price ( lower concern)

6/10 like apparel with performance features like odor resistant(8/10), has moisture management, has thermal regulation features

Females: “She wants to make sure that she looks good( for herself and less for men), she feels good and she functions well- and it’s kinda in that order.” ("yoga pants, tights ,bras, jackets and leggings)

Males: “For men's fashion, athleisure wear began with luxury sweatpants and then moved to the upper torso region with "dressy/sporty versions of men’s blazers, varsity jackets, pea coats and sweaters."

Athletic Community: “When being active, I like it to be in a group and social setting where I can interact and be driven by others.”

40% of millennials likely to buy providing that brand sponsors athletic events or exercise group.

34% of millennials are likely to buy if a brand provides opportunities to connect with other athletes through events or social media

“Social fitness” craze has led millennial athletes to try new sporting activities that are fast pace.

Sources- Cotton Active wear, Active wear Today (Consumer base), Women and Active wear, Women: Nike, Men's Athleisure

College Student:18-24

“My image and social life are what I value the most, yet each affect one

another.”

“It’s hard to find time to balance my social life, work and school. I barely

have time to look nice”

• Income between 14K-18K

• Lifestyle always on the go

• Heightened social life and sense of community

• Social media and community recommendations on trends

• More likely to support school’s sports and has alma mater allegiance

• Top values happiness, passion, diversity and sharing

• Open to ways of thinking

Young Professional 21-30

“The shirt and tie era is changing. I can finally have my personal style

injected, and feel comfortable at the same time.”

“I’m looking for the best opportunity that coincide with my passions,

culture and doesn’t add to the pressures of life.”

• Income between 23K-65K

• 72% have been a bachelor's and higher

• Harder to retain in the same workplace (changes within 3 years) Seeks

jobs with meaningful work, higher pay, work/life balance, sense of

accomplishment, & advancement opportunity.

• Adopting to work culture demands

• Replacing Gen-X in leadership roles

• Adopting less traditional business roles. (Freelancing &

Entrepreneurship)

• 86% are struggling with an aspect to cope with anxieties about jobs,

unemployment, debt or relationships, many young adults are experiencing

a "quarter life crisis"

“You can only have one or the other; only on occasion a few.”

Work vs. Life

Passions vs. Time

Style vs. Performance

Price vs. Quality

Comfort vs. Wear

Fitness vs. Ability

SMP

Rise:

Never Settle

H&M, Gap,

Champions

Nike, UnderArmor,

Reebok,Lululelemon

Lower price/quality

Better performance/quality

Better Comfort/Fit/Style

RISE

Planning, tactics and marketing materials for pop-up store event August 15th

Short & long term brand strategy without iRise (6 months-2 years)

Target market strategy (Male & Female, College/Young Professional)

Tactics for increased notability

Tactics to liquidate current inventory

Suggestions for sales marketing enhancement

Prospective new designs