Alphalete Athletics Marketing Plan
Paulina Teresko
11/20/17
Alphalete Athletics Marketing Plan I. Situation Analysis:
A. Historical Background
An Alphalete is an individual who inspires others to lean more, dream more and be more. The company offers insight into the market at the national level. It all began by Christian Guzman wanting to establish a brand with meaning more than just a t-shirt. This apparel brand is described as “athleisure” and is independently regarded as affordable but of high quality. Two and a half years of opening, Alphalete Athletics has by far exceeded their expectations, adding an Alphalete gym in his hometown Houston, Texas.
Sales and Profits:
Alphalete Athletics first clothing launch …show more content…
This offers an advantage for a customer who can search for a product by color, shape, size and proportions to find similar products.
• Digital assistants styling shoppers: this newest technological addition in ones closet suggesting what to wear based on your calendar, as well as recommending appropriate clothes from your favorite clothing brands.
Economic
• Ever since the United States has been in the largest recession since the Great Depression of the 1930’s, consumers have become more conservative on what they purchase. Buyers are now doing their research, evaluating the company and its product before their make any purchases.
• In 2014, US consumers spent $323 billion on fitness apparel. Assuming an increasing rate as the years go on.
• Clothing manufacturers may need to sell lower-priced clothing in order to compete with more generic brands.
• According to the NPD Group, the athletic clothing industry grew by 8% in the US last year, while the general apparel market only grew 1%.
• Just this past month, Hurricane Harvey hit Houston, Texas, where the Alphalete Athletics warehouse is located. Due to the unfortunate events, the company had no way of shipping out items as rapidly as the consumer wanted, leading in a decrease of
Paulina Teresko
11/20/17
Alphalete Athletics Marketing Plan I. Situation Analysis:
A. Historical Background
An Alphalete is an individual who inspires others to lean more, dream more and be more. The company offers insight into the market at the national level. It all began by Christian Guzman wanting to establish a brand with meaning more than just a t-shirt. This apparel brand is described as “athleisure” and is independently regarded as affordable but of high quality. Two and a half years of opening, Alphalete Athletics has by far exceeded their expectations, adding an Alphalete gym in his hometown Houston, Texas.
Sales and Profits:
Alphalete Athletics first clothing launch …show more content…
This offers an advantage for a customer who can search for a product by color, shape, size and proportions to find similar products.
• Digital assistants styling shoppers: this newest technological addition in ones closet suggesting what to wear based on your calendar, as well as recommending appropriate clothes from your favorite clothing brands.
Economic
• Ever since the United States has been in the largest recession since the Great Depression of the 1930’s, consumers have become more conservative on what they purchase. Buyers are now doing their research, evaluating the company and its product before their make any purchases.
• In 2014, US consumers spent $323 billion on fitness apparel. Assuming an increasing rate as the years go on.
• Clothing manufacturers may need to sell lower-priced clothing in order to compete with more generic brands.
• According to the NPD Group, the athletic clothing industry grew by 8% in the US last year, while the general apparel market only grew 1%.
• Just this past month, Hurricane Harvey hit Houston, Texas, where the Alphalete Athletics warehouse is located. Due to the unfortunate events, the company had no way of shipping out items as rapidly as the consumer wanted, leading in a decrease of