Athleisure is a market that has been growing since the beginning of the two thousand, receiving more strength. Growing exponentially in recent years thanks to the pandemic, changes in fashion and lifestyle as well as society's perception of comfortable but formal clothing. This trend is mainly founded on the growing fitness and nutrition awareness, sustainability, and specialized goods leading us to understand how the consumer today is looking for outfits with a focus on comfort, adaptability, and quality that blend casual and workout attire. Outdoor Voices manages to capture all of this through its products, but above all with its experience in stores since they seek to create a sense of belonging by actively integrating consumers’ feedback, colorful interior design, happy music but most importantly the friendly attitude of the employees and community. Looking at Outdoor Voices' desire to continue growing we find that although its main competitors have higher brand recognition, Outdoor Voices has the competitive advantage of being a brand for everyone. We will seek to extend brand voice and recognition by creating an experience for new consumers in an area with a promising footprint thus increasing the physical presence of the brand.
Table of Contents
- Executive Summary
- Industry Analysis
- Trend Analysis
- Customer Analysis
- Competitive Landscape Analysis
- Athleta
- Lululemon
- Under Armour
- Perceptual Map
- Merchandise Analysis
- OV Recommendations
- Gap Analysis
- Location Analysis
- ATL
- SFO
- JFK
- Sales Projections
- References
Objectives and Key Themes
This business plan report analyzes the athleisure market and provides recommendations for expanding the physical presence of Outdoor Voices. The report aims to identify opportunities for growth by understanding the current industry landscape, consumer preferences, and competitive environment. It seeks to create an effective strategy for establishing a new Outdoor Voices store in a promising location.
- Athleisure market growth and trends
- Consumer demand for comfortable and versatile apparel
- Competitive analysis of key brands in the athleisure market
- Strategic recommendations for expanding Outdoor Voices' physical presence
- Sales projections and expected return on investment
Chapter Summaries
The Executive Summary outlines the growing athleisure market and highlights Outdoor Voices' unique brand positioning. The Industry Analysis explores the global athleisure market size, growth rate, and key drivers, including the rising focus on health and wellness, sustainability, and specialized goods. The Trend Analysis delves into the factors driving the athleisure trend, including fitness and nutrition awareness, sustainability, and the shift towards a more casual lifestyle. The Customer Analysis examines the target consumer base for Outdoor Voices, focusing on millennials who appreciate fitness wear and seek comfort and versatility in their clothing.
The Competitive Landscape Analysis compares Outdoor Voices to its main competitors, Athleta, Lululemon, and Under Armour, examining their target markets, brand strategies, and market positioning. The Merchandise Analysis explores the various methods employed by Outdoor Voices to evaluate product performance and adapt to changing consumer preferences. The OV Recommendations section includes a gap analysis to identify opportunities for growth, a location analysis to evaluate potential store locations, and a detailed plan for expanding Outdoor Voices' physical presence.
Keywords
The primary keywords and focus topics of this report are: athleisure, fitness, sustainability, consumer behavior, market analysis, competitive landscape, brand strategy, physical presence, store expansion, sales projections, and return on investment.
- Quote paper
- Anonym (Author), 2022, Bridging the Gap in the Growing Athleisure Market. A Location Analysis and Customized Pop-Up Store Proposal for Outdoor Voices, Munich, GRIN Verlag, https://www.grin.com/document/1348570
