SportyGal
Buying Term Project for FM 225
Forworkout tops, I chose styles that could be worn inside thegym or layered for exercising outdoors. The styles are very simple, some withsmall details such as stripes, buttons, a hood or a pocket. All styles come ina variety of colors, which is a great aspect because with a wider variety ofcolors comes a larger number of SportyGal customers that will find a top in acolor that they love. Almost all styles are form fitting, only a few are alittle loose. I chose the looser styles for the SportyGal customer that mightnot be comfortable yet with showing it all off. This style of workout top isalso more comfortable for doing exercise classes, such as yoga and also havemore room for layering underneath.
Thelong sleeve tops serve one main purpose; layering! Allstyles are perfect for layering up in the cold weather of the Fall/Winter 2012season. The SportyGal customer will love the tight, form flattering fit and thecolors that the different style tops have. All of the styles can also be wornby themselves.
Whenit came to buying workout bottoms, I wanted to include all styles; shorts, capris and pants. Withshorts, I picked varying styles and materials that cater todifferent workout activities. The looser short style is ideal for running. Bothstyles of these shorts come in a variety of colors. SportyGal customers willlove that along with the lightweight feel. The cotton short is ideal forworking out in the gym. It has button detail, something that the SportyGalcustomer will love! They like to be different and have the cutest trends. Thespandex short is ideal for layering underneath loose shorts and for exerciseclasses like Zumba and yoga. TheSportyGal customers will die for these shorts! They are form fitting and greatlooking from behind. They also come in cute colors. For capris and pants, I chose a spandexmaterial and a sweatpant material. These also serve different purposes. The sweatpant material isgood to throw on on top of shorts while warming up to exercise outdoors. It isalso good just to have on while exercising when the weather gets chilly. Thespandex material is also good for layering and is more flexible for exercisingin the gym. The SportyGal customer will love the comfort of the sweatpant material andlove the look of the spandex material.
Ichose three very different styles of sports bras for SportyGal. The first, is a colorful bra with no padding. It has theleast support but is the most fun style! I think that the SportyGal customerwill be mostly drawn to the color of the bra. The second is a simple, spaghettistrap sports bra with light padding. It is functional and comfortable and hasjust enough support. SportyGal customers will love the way it feels. The thirdand last is a more modern sports bra with cups to fit your bra size. It onlycomes in black or white, but is very flattering underneath the workout tops oreven by itself. It has the most support out of all of the bras. SportyGalcustomer will love that it has built in cups and has a lot of support!
Withjackets, I focused on two main styles; zip up and pullovers. The first zip up is plain and very lightweight. It comes ina variety of colors, like most of the SportyGal merchandise. The second zip uphas two tone detail and is made of a fleece material. The SportyGal customerswill love that the zip ups are easy to throw on in the cool weather and easy totake off one they arrive at the gym. The two pullovers I chose don’t come in avariety of colors but SportyGal customers will love the fit. The two pulloversare ideal for exercising outside, simply used as an extra layer or a lightjacket.
Ichose two lighter coats and two thicker coats forSportyGal. The two lighter weight coats have a flattering, snug fit. The firstis a waterproof coat. SportyGal customers will love the fit and the little pinkdetail that adds a feminine touch. The second is a little thicker/warmer.SportyGal customers will also love the fit of this coat and its insulationfactor. With the two thicker, winter coats, SportyGal customers will simplylove the overall design of the coat as well as the warmth. These coats areperfect for walks or runs in winter temperatures.
Whenmerchandising the floor, I focused mainly on merchandising fixtures with piecesthat can be styled into an outfit together. This creates fluidmovement throughout the fixtures and also aids customers in putting itemstogether. I chose to have two tables in the front of the store when you firstwalk into SportyGal. This is to create different levels within the store andallows customers to view more merchandise when they first come in. On the tableto the left, I put together the henley long sleeve top with a zip up jacket. Both are great piecesby themselves, but also together. They will look great layered together for thefall. On the second table I put a solid fitted t shirt with the spandex capri. Behind it, on a T stand, I put the fitted turtleneck and ahoodie. This merchandising was donebecause all of the pieces can be mixed and matched together. With the table andthe T stand, a whole out fit can be made. The 4 way to the left just has topsand bras. This was done, also to show how things can be layered together. Iadded the colorful key item bra, the striped tank and two V neck long sleevetops. Each style comes in a variety of colors for customers to choose from. Onthe 4 way to the right, I put tanks with shorts. These also can be mixed andmatched together. I put the pit stop short, the UnderArmour shorty and the solid ribbed tank. Thedifferent colors make it easier for customers to mix and match as well. On theround table towards the back, I displayed the two other styles of sports bras.The round shape of the table adds interest and a different movement. The roundshape also allows the customer to see all of the sports bra options. I alsohave 4 wall units which will be described in the next two slides.
TheFront Right wall fixture shows Fall/Winter clothing. You can layer the piecestogether to create a layered outfit that willkeep the SportyGal customer warm while exercising. I kept it very balancedwhich is the most pleasing to the eye. I chose fairly neutral colors to be atthe front. The Front Left wall fixture shows a cute gym outfit, perfect forworking out or doing a class. In the middle are yoga pants with the fitted v neck t shirt in an attractive pink color. On either side of the t shirt are the other colors offered.On either side of the yoga pants are the v neck tanks, another option for the outfit. Again, thisfixture is very balanced.
TheBack Left wall fixture shows a cute layered look for exercisingoutdoors in fall temperatures or going to and from the gym. In the middle, Ihave the yoga hoodie, with thesolid plain t-shirt behind it. On either side of the hoodie are the other colors in thet-shirt. This gives the customer options in an organized manner. In the middleon the bottom is a fitted UnderAmour long sleeve top with a graphic design on the sleeve. Oneither side of that are two different styles of running shorts in the colorsoffered. All of the pieces together on the fixture are great to mix and match!On the Back Right wall fixture, I have a more relaxed outfit put together forexercising outdoors or indoors. On the top I have a coat that can be put overthe racerback tank, shownon either side of the coat. On the bottom, I have the drawstring capri in both colors. I also have theloose pocket t-shirt on either side. Without the coat, the look is verycomfortable and appropriate for fall temperatures. With the coat, the outfitcan be worn in cooler temperatures.
Themerchandising stays very true to the demographicsof the “A” door stores. I chose items in fun, bright colors. Though the weatheris warmer in this cluster, I still chose to have the jackets and coats. This isbecause in winter it can still get extremely chilly. Because the customers forthis cluster do not do as much exercising outside or in the cool mornings, Idid not choose to have as many long sleeved tops. I also have more tank topswith this cluster due to the weather. Even when it is winter temperatures outside,the A cluster customers like working out in a gym. Tank tops are stillapplicable in this case. The main focus is the variety of vibrant colors forthe customer.
Thereis a fairly substantial difference in color options between the A and Bclusters. Here, there are mostly darker shades of tops. Though the B doorcustomers prefer dark colors, they do sometimes still buy brighter colors suchas a pretty pink or blue. Because of the cooler weather, and the customers’exercising outdoors and in the cool mornings, I chose more styles of longsleeved tops that can easily be used as layering pieces. I also chose lessstyles of tanks because of the weather.
Ichose the 5 key items based on their easiness. The stylesapply to the tastes of all of the SportyGal customers. Each style also comes ina wide variety of colors. In both cluster A and B, the customer will be able topurchase and wear all of the items. The key items are also at great pricepoints. The solid ribbed tank and the fitted V neck t-shirt have the lowestprices in their classifications. This will be appealing to SportyGal customers.
