Documente Academic
Documente Profesional
Documente Cultură
C O N T E N T S
1 - Executive Summary
2 - Introduction
3 - The Concept
7 - Nike
8 - Nikes Beliefs
9 - Innovation
10 - Woman Empowerment
13 - 14 - SWOT Analysis
15 - 18 - Consumer Tribes
19 - Operations
20 - Job Role
21 - Market Matrix
27 - Conclusion
28 - 30 - Collaboration
31 - 32 - Referencing
EXECUTIVE SUMMARY
This business plan for the Nike Limitless sports
bra will cover an introduction explaining how
the idea for the business was found and why
Nike was chosen to produce it, It will look at
the current sports market, consumers and
competitors indirect and direct to show how
this piece of wearable tech will be different to
others already produced. The finance will go
over a cashflow, and a two year profit excel
spreadsheet and what the break even analy-
sis would be. Lastly will be a conclusion on
the business and how it could grow and adopt
over time to keep its sales and popularity with
in the athleisure market.
1
INTRODUCTION
The idea behind this product is to integrate
Fashion and Technology by designing a sports
bra which will also have the function of a Fitbit
health monitor. The Fitbit is a piece of weara-
ble technology which doubles as a watch and
health monitor. The Fitbit gadget in 2015 became
so popular in the tech world that it overtook the
go pro camera.
Barriers still persist, and these will inhibit con- After writing a dissertation on the future of
sumer wearables adoption and usage. Smart- lingerie and how it will cross over into dif-
watches, in particular, must become standalone ferent market sectors, the conclusion was
computing devices with more robust functional- that lingerie wont just be for aesthetics and
ity for the devices to become mainstream. Other comfort but it will be seen in the health and
barriers include small screen size, clunky style, medicinal sector as well as tech being a key
limited battery life, and lack of a killer app that trend within the market. After a lot of in-depth
can drive adoption Business Insider May 2015 research into other sectors that lingerie has
a future in, The idea for this NIKE Limitless
bra was adopted because of the need for a
For the wearable technology market to continue company to innovate. The use of innovation all
with its growth it will have to take into consid- depends on if that company wants to stay a
eration; Style, Battery Life and the perfect Appli- market giant in an oversaturated sports mar-
cation that runs smoothly with the product. This ket. The overall concept is to take the popular
is where the Limitless bra from NIKE will change Fitbit smart watch and turn it into a product
the wearable technology market and it will that is aimed at women and the new con-
combine practicality with style and comfort, the sumer tribes that have been created from the
three aspects a woman looks for in a sports bra. increasing athleisure trend that has been
driving the sales of sports bras and womens
sportswear.
2
THE CONCEPT
The limitless bra will keep Nike a sports giant The full concept of the Limitless Bra is also the
because of its relationship with innovation, from adaptation of the womens training app by Nike,
producing the first 3D printed trainers to their it will be adapted to have a community post
new unique sports fabrics that are aimed at board where the wearer of the limitless bra can
particular sports due to its retention of sweat find other women who are also using this prod-
and heat. uct. Brands that are more successful over oth-
ers are the brands that create a niche customer
Nike will be the first sports brand to look into the experience either by communities like Nike has
use of wearable technology this will make them which has proven to grow its customer base.
stand out to a big audience and it allows them
to create a bigger customer base. Nike is a great brand to market this product
because of its vast array of applications already
meaning customers who already use this ap-
plication could be sent a notification about this
new product which in turn will increase cus-
tomer awareness and means more money for
advertising and the development of the singular
product.
3
USP
The integration between two of the biggest
markets will give this product and brand its
unique selling point. The creation of the Fitbit
has been a key changing point with the cross-
over between technology and a persons aes-
thetics. After researching the Fitbit and Apple
watch the key selling point for these are their
practicality however not everyone wears a
watch or remembers to put on a watch. This
is where a key change in the type of wearable
technology will either strengthen or weaken this
product.
4
OBJECTIVES FOR THE LIMITLESS
BRA
. To create a piece of wearable technology that
will help with womens health and fitness.
5
6
NIKE
Nike was originally known as Blue Ribbon and
was started by athlete Phil Knight and his coach
Bill Bowerman in 1964, Nike started out by dis-
tributing trainers for the company now known
as today as Asics.
7
NIKES BELIEFS
To bring inspiration and innovation to every ath-
lete* in the world.
*If you have a body, you are an athlete.
8
INNOVATION
Sportswear as casual wear was popular in The high demand for comfortable clothes that
the 90s and died down again, but now people can seamlessly change from work to shopping
are wearing it because it fits in with their busy has led to the increase in new market consum-
lives - Sam Dover at Mintel (2016) ers; The Protein princess, The Fash-Leisures,
The All day actives and The Ath Fakers. Each
The Athleisure trend has increased womens consumer demands a specific product and brand
sportswear sales by an impressive 42%. This is which has led to the over saturation of the
currently predicted to be worth 1.6 Billion, one- athleisure market. The companys that dominate
fifth of the 8 billion pound athleisure market. the sports leisure market are the infamous NIKE
The increase of Athleisure has led to the line and Adidas, however, e-commerce brands such
between fashion and sports to become blurred as Gymshark has a following of 1.2 Million on
with celebrities endorsing high street brands social media platform Instagram, they also have
with designer sports collections. Beyonce and a second Instagram account for Gymshark wom-
Rihanna dominate the celebrity collaboration en which has 363 thousand followers. This only
sports luxe market with their collections being shows a small percentage of the social media
sold out and in high demand. Due to this en- presence sportswear brands have online;
dorsement deal between Rihanna and Puma,
their sales rose by 11.5% (ELLEN EMMERENTZE) . Adidas - 13 Million, Adidas Women - 2.3 Million
after they saw a gap with women apparel and . Nike - 69.9 Million, Nike Women - 6.3 Million
the need for a strong female figure to re-brand it. . Fabletics - 436K
9
WOMAN EMPOWERMENT
10
COMPETITOR
OM SIGNAL BRA
The OM Signal bra is a biometric sports bra
marketed in the USA. The OM Signal bra is linked
to a box which you pay for seperately. It also
only works with some apple devices and mostly
android due to technical difficulties. The informa-
tion collected from the bra is transfered from the
box to the application on the phone.
11
The app is designed fluidly keeping to the mut-
ed colour palette that OM signal has chosen
for their brand identity. The app allows you too
track your progress, ask for guidance and plan
your running routes much like any fitness app,
the overall concept is simple but looks efficient
and effective its just the pricing that lets it
down.
12
S W O T
Strength
. The Uniqueness of this product in an
over saturated sports athleisure market.
. Accessible price
Weaknesses
. Not everyone is a tech savvy consumer
13
A N A LY S I S
Oppurtunities
. Give the brand its innovation to
carry on evolving as a sports spe-
cialist
Threats
. Already available in america and is an
luxury item due to branding and packag-
ing.
14
CONSUMER TRIBES
WGSN 2017
15
PROTEIN PRINCESS
. Early Twenties, Average age of 24
16
ATH - FAKERS
. Teens too Early Thirties
17
ALL DAY ACTIVES
. Late twenties to late thirties
18
OPERATIONS
Due to Nike already having their own line of op-
erations, from staff to brand specialst manufac-
turers. Its difficult too say how much it will cost
due to the fact they have their own pricing from
companies they have used for years.
19
JOB ROLE
20
MARKET MATRIX
Products: The Limitless bra will be a range of sports
bras which have the functionality too be used as a
health monitor, the price of the sports bra on its own
with the chip is 40 to 45 for core and 40 for the
fashion line. There is also a singular price of 25 for
a replacment chip.
21
12 MONTH BUSINESS PLAN
October - Start the manafacturing process of design 1,2 and 3.
December - send out newsletters from Nike giving a date and time
to watch an advert that will be premiered later that month. This
will be the first advert and will be premiered a month before the
soft launch of the core products.
January - The soft launch of the core products, full coverage on all
social media platforms for the lauch at flagship stores only. Instore
display will be finished ready for soft launch with sales assistants
fully trained and equipped too deal with the new product.
Feburary - Second advert premieres ready for the full launch in-
cluding the fashion line ready for summer. Full coverage on social
media of inspiration posts, concept quotes and posts of one of the
fashion line designs to entice customers.
April - Competition to win a whole fashion line for free and a 200
voucher for any Nike store worldwide by reposting the image on
the fashion launch date on instagram. This will create hype for
launch of the fashion line next month.
May - The launch of the fashion line full coverage on social media
and live displays instore as well as new shop window displays.
June - Will get 3 Fashion bloggers to style up the sports bra for 3
different occassions showing how versatile the product is. This
will be covered on social media and the Limitless Bra Snapchat as
they do 3 days of takeover.
22
FINANCE FORECAST FIRST YEAR
Store Costs
Window Display - 100 x 20 stores 2,000
In Store Display - 300 x 20 stores 6,000
Staff Training 500
Marketing
Social Media 4,000 4,000
TV advert 100,000
Bloggers x 6
Emails 0 0 0
Fashion Launch
Design 4 - 8,000 Units / 14 per unit
Design 5 - 10,000 Units / 13 per unit
Design 6 - 6,000 Units / 13 per unit
Design 7 - 6,000 Units / 16 per unit
23
FINANCE FORECAST FIRST YEAR
2,000
6,000
112,000
130,000
78,000
96,000
240,000
24
FINANCE FORECAST FIRST YEAR
110,000
130,000
120,000
4,000
12,000
500
112,000
130,000
78,000
96,000
240,000
25
FINANCE PROFIT AND LOSS
26
CONCLUSION
To conclude, this business plan presents a clear and
concise insight into the sports athleisure marke.
More specifically, how a sports conglomorate such
as Nike, could potentially innovate and further ad-
vance the wearble tech market to adapt and evolve
with the tech savvy consumer of this generation.
27
COLLABORATION
I Asked a girl on fashion design course to help me in creating my product, she sent me some
ideas and we worked on a few together however towards the end when I asked her too send
me all her designs finished she said she was too busy and couldnt help me anymore. So these
are her designs which I took some inspiration from when creating my fashion line collection for
the Limitless Bra.
Me - Hey would you like to help me design some sports bras for my final major project ?
Tash - Yeah
Me - Look up my pinterest for design ideas and I wil email you my brief.
Tash - Ok shall have a look and a read and get back to you
Me - Thankyou
Me - Just the brand really, its for a collection both fashion orientated and sports.
Tash - Ok sounds cool, are you wanting me to just help design the bra ?
Me - Yes please
Tash - Ok cool, I can do some designs and show you them then you can tell me what you like
and dislike so then i could take the good parts to make the designs you want.
Me - Tash ?
Tash - sorry I havent been free and i have started but havent done much yet.
28
COLLABORATION
Me - Dont worry, ah they look so cool!
Tash - Thanks they will look better with pen in colour and with a pattern, when do you need
them by ?
Me - Email a line up by the end of this week if possible then we can talk about them and adapt
them in which ever way.
Tash -
29
COLLABORATION
Tash - do you want the triangle patterns that you have on pinterest ? Not sure if you like them
ive not designed sports bras before
Me - Yeah I like the style of it for the core line, but maybe change the colour scheme or pattern
?
Tash - Ok yeah i have various designs and patterns and can do them in different colours then
you can choose which ones you want.
Me - Perfect! if you can do three that are aimed at everyone and three that are more fashion
conscious with strappy backs, mesh on the front and the patterns ive pinned, thankyou for
this.
5th April
Tash - Hey sorry I havent been in touch been busy, yes i shall do it tomorrow night and send it
to you.
Me - Thankyou
12th April
Tash - Hey im sorry coral but I havent had time, Im doing a lot at the moment and I just dont
have time to help you sorry,
Me - Ok thankyou anyway
30
REFERENCING
References
GirlTalkHQ. (2017). The Launch Of Nikes Pro Hijab Was Designed To Encourage More Muslim Women To
Play Sports - GirlTalkHQ. [online] Available at: http://girltalkhq.com/launch-nikes-pro-hijab-designed-
encourage-muslim-women-play-sports/ [Accessed 9 Mar. 2017].
Intelligence, B. (2017). THE WEARABLES REPORT: Growth trends, consumer attitudes, and why
smartwatches will dominate. [online] Business Insider. Available at: http://uk.businessinsider.com/the-
wearable-computing-market-report-2014-10?r=US&IR=T [Accessed 7 Apr. 2017].
Jervell, E. (2017). Puma Sees Sales Rise on Rihanna Endorsement Deal. [online] WSJ. Available at: https://
www.wsj.com/articles/puma-sees-sales-rise-on-rihanna-endorsement-deal-1455795240 [Accessed 2 Mar.
2017].
Lafloufa, J. (2017). Smart-ballet: sapatilhas de ponta que criam grficos dos passos da dana. [online] B9.
Available at: http://www.b9.com.br/52747/tech/smart-ballet-sapatilhas-de-ponta-que-criam-graficos-dos-
passos-da-danca/ [Accessed 18 Apr. 2017].
M.globalsources.com. (2017). Connect with 107,190 Sports Bra Manufacturers & Suppliers - Global Sources.
[online] Available at: http://m.globalsources.com/manufacturers/Sports-Bra.html [Accessed 2 Mar. 2017].
Sourcing Journal. (2017). Does Beyoncs Ivy Park Stand a Chance in the Oversaturated Activewear
Market? - Sourcing Journal. [online] Available at: https://sourcingjournalonline.com/does-beyonce-stand-
a-chance-in-the-oversaturated-activewear-market/ [Accessed 2 Apr. 2017].
Successstory.com. (2017). Nike Story - Profile, History, Founder, Founded, CEO | Footwear Manufacturing
Companies | SuccessStory. [online] Available at: https://successstory.com/companies/nike-inc [Accessed
28 Mar. 2017].
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