Final brand report CLIENT: WEARABLE TECH STARTUP IN BOSTON, MA LUCAS MOULTON, BAILEY MENDLIK, ANDREW GALLAGHER & JASON KRAUSE Your presentation should be a top-line summary of the key points from your consumer insights report (~2-4 slides), brand strategy report (~4-6 slides), and final report (~4-6 slides).

CONSUMER INSIGHTS REPORT

Wearable Tech Customers have begun to move into newer/more innovative categories within the industry. New wearables that come with a variety of features and benefits beyond the scope of previous wearable tech. Virtual Reality/AR Headsets Wearable sensors have begun to find themselves outside of the world of the everyday consumer and into industries such as healthcare Consumers have an overarching desire to have their technology be more incorporated within their daily lives, almost to be an extension of them.

Market Segments Fitness trackers are the largest segment as they account for 89% Smartwatches are the fastest growing segment and are most popular amongst millenials who use the devices as extensions of their phones Smart clothes are most relevant for athletes who want to track their activity metrics. The two most important attributes are style and monitoring capabilities. Sports equipment is an emerging category as seen in devices that monitor golf swings, soccer kicks, and even ones that are placed into bike helmets. Client product category- wearable sensors that can be integrated into smartwear within sports

BRAND STRATEGY REPORT

THE SPORTSWEAR INDUSTRY As a whole, sports equipment is expected to grow at a compound annual growth rate (CAGR) of 3% from 2016 to 2025 Increased importance of youth sports in the United States, and subsequent investment in new sports equipment by parents to make children better. Our brand vision is to unlock the potential of every athlete.

SITUATION ANALYSIS Encompassing multiple product lines while keeping our brand values Maintaining emotional sentiment, because sports are something most parents and children can bond over. Making our consumers train and feel like professional athletes. Being professional, cutting-edge, and dependable so that customers know and trust that our product will help improve their game.

SEGMENTATION ANALYSIS “THE COMPETITOR” Highly committed Active amount of time practicing. Heavier users within the sportswear category, Interested in functionality, innovation, & technologically-advanced products. Younger and less price sensitive “TRADITIONALISTS” Actively involved in fitness or sports on a regular basis. Looking for a quality performance sportswear . Go to the gym on a regular basis or participate in some form of organized sport. Brand loyal but not to an absolute degree. Highly differentiated in terms of the sport(s) they associate with.

SEGMENTATION ANALYSIS “THE EVERYDAY WEARERS” More mainstream market of sportswear. Looking to purchase sportswear on a day to day lifestyle basis, and not necessarily for sporting purposes. Less concerned with quality and performance specifications. Less brand loyal than the other market segments, and are more likely to be price sensitive. “BUDGET CONSCIOUS” Looking for sportswear simply to wear around the house to feel comfortable, the store, or out with others. Least brand loyal of any sportswear market segment Price is one of the highest selling points of their purchase decision. After low quality, low priced clothing that has a sporting look about them. They are there for the look rather than the function.

BRAND STRATEGY Going after “The Competitor” and “Traditionalist” market segments. Having high quality sportswear merchandise that offers the performance required to support them in their chosen field of activity. Executing brand promise (allowing our customers to train and feel like professional athletes using our smart clothing). Evidence based features, emotional connect with customers.

FINAL REPORT

Brand Name & Logo Name Combines features and associations of products Wordmark / Visual Elements Colors inforce associations Shapes convey product features

Packaging Comprised of stark color contrasts Unique pull-apart design Multiple packaging elements Instructional Elements Included

Website & Social Media https://gallagap.wixsite.com/acutrek https://twitter.com/search?q=acutrek1&src=typd https://www.instagram.com/acutrek1/?hl=en

Print & Digital Ads Monotone Background Brightly Colored Elements Displays Main Features Track your Shot

Q&A