INTRODUCTION
There are a lot of Apple fans out there that cannot find clothing or accessories to help them express their love for Apple. Apple is not just a company that sells electronics, but the products they have created have been included in individuals’ lifestyle. Therefore, there is a demand for more Apple incorporated clothing, which is the origin idea of this project. It is simply a t-shirt, because the demand is not clothing that is extremely fashionable, but clothing that helps with expressing a statement.
“An A Day…” is a t-shirt line that is sustainable, functional, and personal.
TARGET MARKET
In general, the target customer for “An A Day…” is opinionated, technology savvy, and confident. They are not afraid to show what they have and who they are.
Demographics:
Age
The target age group is between 15 to 30 because according to “Tuned-Out
Teens” (Tucker, 2006 ) and “Reaching Generation iPod” (Holloday, 2007),
the age group of 12 to 28 is more technologically savvy and is less attached
to the ordinary, such as radio or television. Therefore, age group of 15 to 30
would be appropriate for the target for “An A Day…”
Sex
The sex of the target market would be both men and women, but because
there are less or a selection of clothing for men as comparing to women,
the main focus would be on the men. With variety of clothing style
available, women are less likely to purchase the line of “An A Day…”
Another reason why the focus is more towards men is that most of the men
are more technology savvy as comparing to women.
Martial Status:
The martial status of the target market is flexible; they can be married or
divorced, happily married fathers or single dads.
Occupation:
The occupations for the target market varies; they can students, blue-collars,
or white-collars. Because according to the article, “Apple Transcends as
Lifestyle Brand,” people from all occupations have incorporated the lifestyle
of Apple (Cuneo, Elkin, Kim, & Stanley, 2003).
Geographic Location:
The targeted geographic locations will start off with the major cities, such as
San Francisco, Los Angeles, Chicago, and New York. But will eventually
expand because according to the article, “Apple transcend as lifestyle
brand,” conveys that the Apple lifestyle has no geographical
boundaries (Cuneo, Elkin, Kim, & Stanley, 2003).
Lifestyle & Personality:
Buying Habits:
The target market will have some disposable income to spend on
electronics, clothes, and other accessories that would help them with
self-expression and to make a statement. They shop a lot and can be
categorize as impulsive shoppers, as a result, they do have a habit to return
impulsive purchases. (C. Kneen, personal communication, September 19,
2008).
Lifestyle:
The target market has a more modern lifestyle. They are very technologically
savvy and they enjoy the “latest:” the latest technology, the latest style, and
the latest trend. They like to have fun and enjoy themselves.
Personality:
The personality of the target market is out-going, confident, and maybe a
bit conceited. They are impatient, according to “Reaching Generation
iPod” (Holloday, 2007); they know what they want and they want it fast.
Leisure Time:
The target market usually have some leisure time. For students, their leisure
time is fairly flexible, it is when they are out of class and do not have work,
etc. For the professionals, it would be on the weekends, when they do not
have to work and can relax and enjoy themselves.
BENEFIT
The benefit of “An A Day…” Line is that it helps the customers to make a statement about the Apple products that they are using everyday along with their personal style.
Price:
The price for “An A Day…” t-shirt would be $29.99.
Quality:
The “An A Day…” t-shirt will be available in size Small (34-36), Medium
(38-40), Large (42-44), and Extra-Large (46-48). It will be available in black
color that is less likely to fade, but needs to be wash and dry inside out. The
shrinkage of “An A Day…” t-shirt will not be significant due to the fabric
content.
Style:
The style of “An A Day…” t-shirt is a plain black t-shirt with stitching
around collar, top of shoulder, and at sleeve and bottom hens.
Uniqueness:
The uniqueness of “An A Day…” t-shirt is the transparent pouch attached
on the front of the t-shirt, center of the chest line. The transparent pouch is
for the customer to place their beloved Apple products, such as iPod, iPod
Nano, iPod Touch, and iPhone. They are designed in different sizes and fit
according to the different sizes of Apple products.
Fabrication:
“An A Day…” t-shirts are made with Polyester from recycled plastic
for sustainable reasons and to avoid shrinkage. A blend of cotton is also
added to make the garment more soft and more comfortable.
MARKET TRENDS
Economy:
The economy is not doing well right now, but the sales of Apple
products is still increasing, therefore, economical issues are less likely to
be a major concern for “An A Day…” t-shirts. As Apple employee
stated, “even with the economy like this, there are still customer waiting in
line for hours to purchase the latest iPhone 3G,” (C. Chang, personal
communication, September 20, 2008).
Location / Traffic:
“An A Day…” t-shirts will first be available in most of the major cities in
the United States, mainly is because that is where all the major Apple retail
stores are located. Apple retail stores are usually located in high foot traffic
locations, for example, the Apple store in Valley Fair mall in San Jose, CA
and Stanford Shopping Center in Stanford, CA. The availability of “An
A Day…” t-shirts will spread as the continuing expansions of Apple retail
stores.
Seasonality:
“An A Day…” t-shirts will not be a seasonal product. As the growth of
Apple Inc. and the enrichment of their products, “An A Day…” t-shirts
will continue to grow with the advancement of technology.
Technology:
As the technology advances, new theory and ideas can be develop to make
“An A Day…” t-shirts more sustainable and functional. For example, the
current “An A Day…” t-shirts are made out of polyester from recycled
plastics, in the near future, it can be made out of polyesters that were
recycled from Apple products, such as the Macbook, older generations of
plastics iPods, etc. Thus, customers will be able to incorporate their love for
Apple products even more.
Social / Cultural Influences:
Society definitely plays an important role in the success of “An A Day…”
t-shirts. As the success of Apple products, “An A Day…” t-shirt will also
popularize itself through the social influences, such as the peer influence
and the exposure of the products. The Generation iPod will definitely
continue and benefit “An A Day…” t-shirts.
COMPETITION
Some of the competitors for “An A Day…” t-shirts are companies that print and sell products to Apple lover with flashy statements and companies that focus more on the functional side of incorporating Apple products to the convenience of their customers.
First Competitor: www.missingbite.com
This web-based company carries all sorts of products with Apple logo on them. They carry posters, clothing, apparel accessories, mugs, stationary, lots of varieties of other categories. Even though the online store carries almost everything with Apple logo on them, it seems a bit overloaded and will make the consumers question the quality of their products. Also for the legal and authentic terms, the owners of the online store are Apple users and collectors but the products are not authentic Apple products and some consumer would not feel comfortable purchasing products from them. The market for this type of company seems overloaded, because there are a lot more companies out there that are selling similar products.
Second Competitor: Nike
The major sporting company has a series of products that works with Apple products on the functional side, for example, the iPod incorporated running shoes and tops with special designed pockets to place iPod in. Looking from a functional point of view, there is definitely a market out there for such products, but it is lacking the stylish sense and personal style. The market for functional product like Nike’s is definitely growing as the popularity of Apple products. Therefore, there is definitely room for more functional yet fashionable products.
POSITIONING STATEMENT
Enhance You Daily Apple with Style!
REFERENCES
Cuneo, A., Elkin, T., Kim, H., Stanley, T.L. (2003). Apple Transcend As Lifestyle Brand.
Advertising Age, 74(50), S2-S6.
Holloday, S. (2007). Going Digital. FoodService Director, 20(9), 52-54.
Holloday, S. (2007). Reaching Generation iPod. FoodService Director, 20(9), 52-54.
Tucker, K. (2006). Tuned-Out Teens. Billboard, 118(43), 9.
There are a lot of Apple fans out there that cannot find clothing or accessories to help them express their love for Apple. Apple is not just a company that sells electronics, but the products they have created have been included in individuals’ lifestyle. Therefore, there is a demand for more Apple incorporated clothing, which is the origin idea of this project. It is simply a t-shirt, because the demand is not clothing that is extremely fashionable, but clothing that helps with expressing a statement.
“An A Day…” is a t-shirt line that is sustainable, functional, and personal.
TARGET MARKET
In general, the target customer for “An A Day…” is opinionated, technology savvy, and confident. They are not afraid to show what they have and who they are.
Demographics:
Age
The target age group is between 15 to 30 because according to “Tuned-Out
Teens” (Tucker, 2006 ) and “Reaching Generation iPod” (Holloday, 2007),
the age group of 12 to 28 is more technologically savvy and is less attached
to the ordinary, such as radio or television. Therefore, age group of 15 to 30
would be appropriate for the target for “An A Day…”
Sex
The sex of the target market would be both men and women, but because
there are less or a selection of clothing for men as comparing to women,
the main focus would be on the men. With variety of clothing style
available, women are less likely to purchase the line of “An A Day…”
Another reason why the focus is more towards men is that most of the men
are more technology savvy as comparing to women.
Martial Status:
The martial status of the target market is flexible; they can be married or
divorced, happily married fathers or single dads.
Occupation:
The occupations for the target market varies; they can students, blue-collars,
or white-collars. Because according to the article, “Apple Transcends as
Lifestyle Brand,” people from all occupations have incorporated the lifestyle
of Apple (Cuneo, Elkin, Kim, & Stanley, 2003).
Geographic Location:
The targeted geographic locations will start off with the major cities, such as
San Francisco, Los Angeles, Chicago, and New York. But will eventually
expand because according to the article, “Apple transcend as lifestyle
brand,” conveys that the Apple lifestyle has no geographical
boundaries (Cuneo, Elkin, Kim, & Stanley, 2003).
Lifestyle & Personality:
Buying Habits:
The target market will have some disposable income to spend on
electronics, clothes, and other accessories that would help them with
self-expression and to make a statement. They shop a lot and can be
categorize as impulsive shoppers, as a result, they do have a habit to return
impulsive purchases. (C. Kneen, personal communication, September 19,
2008).
Lifestyle:
The target market has a more modern lifestyle. They are very technologically
savvy and they enjoy the “latest:” the latest technology, the latest style, and
the latest trend. They like to have fun and enjoy themselves.
Personality:
The personality of the target market is out-going, confident, and maybe a
bit conceited. They are impatient, according to “Reaching Generation
iPod” (Holloday, 2007); they know what they want and they want it fast.
Leisure Time:
The target market usually have some leisure time. For students, their leisure
time is fairly flexible, it is when they are out of class and do not have work,
etc. For the professionals, it would be on the weekends, when they do not
have to work and can relax and enjoy themselves.
BENEFIT
The benefit of “An A Day…” Line is that it helps the customers to make a statement about the Apple products that they are using everyday along with their personal style.
Price:
The price for “An A Day…” t-shirt would be $29.99.
Quality:
The “An A Day…” t-shirt will be available in size Small (34-36), Medium
(38-40), Large (42-44), and Extra-Large (46-48). It will be available in black
color that is less likely to fade, but needs to be wash and dry inside out. The
shrinkage of “An A Day…” t-shirt will not be significant due to the fabric
content.
Style:
The style of “An A Day…” t-shirt is a plain black t-shirt with stitching
around collar, top of shoulder, and at sleeve and bottom hens.
Uniqueness:
The uniqueness of “An A Day…” t-shirt is the transparent pouch attached
on the front of the t-shirt, center of the chest line. The transparent pouch is
for the customer to place their beloved Apple products, such as iPod, iPod
Nano, iPod Touch, and iPhone. They are designed in different sizes and fit
according to the different sizes of Apple products.
Fabrication:
“An A Day…” t-shirts are made with Polyester from recycled plastic
for sustainable reasons and to avoid shrinkage. A blend of cotton is also
added to make the garment more soft and more comfortable.
MARKET TRENDS
Economy:
The economy is not doing well right now, but the sales of Apple
products is still increasing, therefore, economical issues are less likely to
be a major concern for “An A Day…” t-shirts. As Apple employee
stated, “even with the economy like this, there are still customer waiting in
line for hours to purchase the latest iPhone 3G,” (C. Chang, personal
communication, September 20, 2008).
Location / Traffic:
“An A Day…” t-shirts will first be available in most of the major cities in
the United States, mainly is because that is where all the major Apple retail
stores are located. Apple retail stores are usually located in high foot traffic
locations, for example, the Apple store in Valley Fair mall in San Jose, CA
and Stanford Shopping Center in Stanford, CA. The availability of “An
A Day…” t-shirts will spread as the continuing expansions of Apple retail
stores.
Seasonality:
“An A Day…” t-shirts will not be a seasonal product. As the growth of
Apple Inc. and the enrichment of their products, “An A Day…” t-shirts
will continue to grow with the advancement of technology.
Technology:
As the technology advances, new theory and ideas can be develop to make
“An A Day…” t-shirts more sustainable and functional. For example, the
current “An A Day…” t-shirts are made out of polyester from recycled
plastics, in the near future, it can be made out of polyesters that were
recycled from Apple products, such as the Macbook, older generations of
plastics iPods, etc. Thus, customers will be able to incorporate their love for
Apple products even more.
Social / Cultural Influences:
Society definitely plays an important role in the success of “An A Day…”
t-shirts. As the success of Apple products, “An A Day…” t-shirt will also
popularize itself through the social influences, such as the peer influence
and the exposure of the products. The Generation iPod will definitely
continue and benefit “An A Day…” t-shirts.
COMPETITION
Some of the competitors for “An A Day…” t-shirts are companies that print and sell products to Apple lover with flashy statements and companies that focus more on the functional side of incorporating Apple products to the convenience of their customers.
First Competitor: www.missingbite.com
This web-based company carries all sorts of products with Apple logo on them. They carry posters, clothing, apparel accessories, mugs, stationary, lots of varieties of other categories. Even though the online store carries almost everything with Apple logo on them, it seems a bit overloaded and will make the consumers question the quality of their products. Also for the legal and authentic terms, the owners of the online store are Apple users and collectors but the products are not authentic Apple products and some consumer would not feel comfortable purchasing products from them. The market for this type of company seems overloaded, because there are a lot more companies out there that are selling similar products.
Second Competitor: Nike
The major sporting company has a series of products that works with Apple products on the functional side, for example, the iPod incorporated running shoes and tops with special designed pockets to place iPod in. Looking from a functional point of view, there is definitely a market out there for such products, but it is lacking the stylish sense and personal style. The market for functional product like Nike’s is definitely growing as the popularity of Apple products. Therefore, there is definitely room for more functional yet fashionable products.
POSITIONING STATEMENT
Enhance You Daily Apple with Style!
REFERENCES
Cuneo, A., Elkin, T., Kim, H., Stanley, T.L. (2003). Apple Transcend As Lifestyle Brand.
Advertising Age, 74(50), S2-S6.
Holloday, S. (2007). Going Digital. FoodService Director, 20(9), 52-54.
Holloday, S. (2007). Reaching Generation iPod. FoodService Director, 20(9), 52-54.
Tucker, K. (2006). Tuned-Out Teens. Billboard, 118(43), 9.