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Jeans for Curves

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Submitted By dc11
Words 1280
Pages 6
520’s...Jeans for Curves
Hasani Gorden
Keller Graduate School of Management

Market Summary
Fashion is today incomplete without denim. Denim comes in all forms, looks and washes to match with every dress. It would be difficult to believe that the same denim was originally employed in clothing for the pants and overalls worn by miners on the west coast (US). A number of technological factors have contributed to making denim the fashion icon that it is today including vast improvements in spinning, weaving, and finishing. One of the most important parts of creation of the beautiful denim jeans is the washing. Washing plays such an important part in the denim chain because of the effects that the consumers are looking for on their jeans. Denim jeans have almost become a necessity in the present scenario. By age, jeans wear sales have increased significantly in the 13-17 and 25-34 age groups. By volume men's/boys jeans shipment market is more than that of women's/girls jeans shipments in US. Denim jeans make up one of the most fragmented, but also one of the most lucrative sectors of the apparel industry, with products aimed at men, women, teens and infants.(In Text Cit)

Denim jeans accounted for US$5.2bn of the US$15bn bottoms market in 2006, according to report author Koncept Analytics, but a decline in the market in 2007 is seen as the start of a downward trend that is likely to continue in coming years. Sales of women's jeans among 25 to 34 year-olds fell a sizeable 15.3% to US$1.09bn in the 12 months through March 2007, says the 'US Denim Jeans Market Report: 2008 Edition'. The most significant growth is coming in the 55- to 64-year-old age group, with sales rising 15.2% to US$592.5m. (In Text Cit). In recent years market growth has also been driven by demand for premium denim - jeans priced at more than US$100.

The worldwide premium denim market is estimated at US$4bn, with the women's segment growing at 37% in 2007.

SWOT Analysis

Strengths

• Very few denim jeans brands offer the ability to adjust the size of the jeans up to 2 inches in or out due to weight gain or weight loss.

• 520’s.. Jeans for Curves are jeans that cost exactly $100 dollars to buy and for every pair of jeans purchased 5% of the proceeds goes into a scholarship fund to send a young girl or woman to college.

• 520’s Jeans for Curves offers 5 different curve cuts to fit small to extra large curves of a woman.

• No other denim jean brand offers true custom fit jeans that captures and services a woman curves.

Weaknesses

• Brand new company with little manpower and a small budget to reach the appropriate target market.

• First year start up business very uncertain of the demand or if there is a demand for custom fit jeans for curves at all for that matter.

• May not be able to penetrate the market and utilize all media channels to push the 520’s... Jeans for Curves as hard as needed to make a huge impact into the market due to low start up budget.

Opportunities

• Product name “520’s… Jeans for Curves” is slightly similar to the very popular Levi 520 brand jeans and could create consumer awareness for the new 520’s…Jeans for Curves.

• The 520’s…Jeans for Curves has cause marketing that also could create more brand awareness.

• There is also an opportunity depending on how well the brand performs to create more products such as other style jeans, and other stylish pants for curvy girls and woman.

Threats

• The market for jeans for woman of curves is very competitive and the retail sector is becoming price competitive.

• Consumers are shopping around for better deals.

• The jean product may be a trend and fade out over time.

• Due to the amount of awareness needed to be successful there could be little to no profits made over a two to three year period.

Competition

There are quite a few jeans brands in the market today that focuses on denim jeans for curvy women however none of them focus on custom fit adjustable jeans for curvy girls and woman with 5% of the proceeds going into a scholarship fund to send some young girl or woman to college. Let’s take a look at the competition. The Levi curve ID jeans are jeans that celebrate the true curves of women with four diverse fits the address a diverse range of body shapes ranging in shapes of Slight, Demi, Bold, and Supreme. The PZI Jeans is a brand of jeans that is most similar to the 520’s…Jeans for Curves. The owners of this brand, Dan and Claire Jason wanted to a new niche and begin a new venture. They felt that there wasn’t any denim for women with curve appeal this was motivated in part, by Claire Jason’s struggle to find jeans that fit. Their position in the market place along with the Levi curve ID jeans is to be able to provide women sizes 4-18 great quality and continual search for new fabrications and finishes that are as stylist as the jeans made for the skinner body frame. The two competitors are similar in that they focus on the curves of women in all shapes and sizes however the 520’s…Jeans for Curves take it two steps further by offering adjustable features and helping the women in the community become business leaders and owners by continuing their education.

Product (Service) Offerings

The jeans line is designed to fit the woman with curves who struggle to find denim to fit her streamlined waist, fuller hips and curvy bottom. Some of the features will include the ability to adjust the waistline and inseam 1½ to 2 inches for weight gain or weight loss. Ultimately allowing women to get more bang for their buck during their most uncomfortable and comfortable periods. It will provide real women with real curves the ability to enjoy their lifestyle by wearing stylish jeans with comfort.

Keys to Success

Some important factors in making the 520’s…Jeans for Curves successful is the ability to reach this particular target market and a possible celebrity spokes person to help indorse the product and get the word out to other celebrity women with curves. Also, being able to tap into as many channels to promote this product on a budget designed for an independent small business owner.

Critical Issues/Marketing Strategy

There are several strategies that will be used to reach the consumer. In the first year the first 500 pairs of jeans will be free and will go to celebrity stylist and their celebrity clientele. This strategy is used and is designed to peak the interest and appeal of a particular celebrity. It is believed to be that all it takes is one celebrity out of the 500 free pairs of jeans sent would be key to launch the 520’s… Jeans for Curves into Hollywood. Private trunk shows, fashion shows for buyers and internet website are other strategies that will be used to reach the consumer. Once the jeans line has created enough biz in the market place and industry we will move into warehouses, retailers and distributors to market to a larger target markets such as international.

Mission

520’s…Jeans for Curves organization mission is to be the leading brand that provides trend conscious jeans designed to fit the hips and curves of women, increasing confidence and motivating women to continue their education to become future owner and leaders in business.

Marketing Objectives

References

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