Competitors

H&M	-1976, Sweden -a pop-up sports store at Westfield Stratford for the 2012 London Olympics (Verdict, 2014) -Launched Sport-line in January 2014. Includes wide range of garments from outdoor sport to indoor sport for both men’s and women’s. (WGSN,2013) -Price is affordable from £1.99 - £39.99 for sport-line. (H&M,2014) -Sport sponsorship for Tomas Berdych, Malin Baryard-Johnsson and Peder Fredricson. (H&M,2014) -will dress Sweden’s Olympic and Paralympic teams at Sochi 2014 and Rio 2016. (Sportspro,2014)
Topshop x Adidas Originals	-1964, Topshop  -1949, Adidas -Because both of the brands are well known with a lot of loyal customer, it is a -Launched with 20-piece collection in March 2014. (Vogue,2014) -Price is for mid income customer from £25 to £90 (Topshop,2014) -The style of thie collection is only targeting the specific customer, very stylist and are confident to wear pattern. -Footwear is available in the collection (Topshop, 2014) -
Forever 21	-Latest Collection is collaborated with NBA and another ‘soccer collection’ to support the FIFA game in low cost affordable price available in Paris, US and e-commerce site (fmag,2014) -limited target consumers : younger consumers -In UK store, the collection is in basic style, price start from £2.40 - £44.99. (forever21, 2014)

SWOT

Strengths -The target customer is very limited and know who and what age they are targeting.   -The style is not boring but more fashionable for women to be able to wear them freely without feeling old. -Diffusion line from the main Sweaty Betty, people will recognise the brand more -The brand always stay up-to-date with fashion and latest innovative fabric for sport	Weaknesses -The brand only do womenswear, while most of the competitors got both menswear and womenswear
Opportunities -expanding the menswear and shoes  -More sport event coming just like electric run -Celebrity Endorsement	Threats -Because the sport market is not so big, but there is a lot of new and old competitors to be competing  -Most of the consumers are loyal to the big brand such as Nike and Adidas

Storyboard

This is the initial ideas of my video, I was hoping to film it in a video recorder. But I do not have any equipment for it, therefore I decided to do stop motion. I decided to do several sport because it shows the garments of this collection can workout in every kind of sport. I was looking through ideas on youtube and found this stop-motion video that is very good. It is a stop-motion that have taken all the pictures inside the store, it is a very hard work and I don't think I have enough time to book a studio and many prop. But if I have more time and more people to help, I would definitely create that kind of video up

https://www.youtube.com/watch?v=Q2Lw_sPdy-o&list=LLWOXLxKDlloEB-8RH7pGaLQ&index=4

Week 2

After the first meeting during week 1, I planned everything out of what I have to do by filled in business form and get ready for the seminar. But it turned out that I couldn't go because of the personal issue that happened in my hometown.

Name: Sweaty Betty x Topshop

Blog link: http://j-styleofliving.blogspot.co.uk/ 

Brand: Sweaty Betty x Topshop

Concept of Business: ‘Fit is the new sexy’ a sports line for Topshop, aiming to target younger customers by joining with Topshop to create a young collection for Sweaty Betty. To create a belief that sportswear can be a classic fashion trend. 

USP : A new combination of activewear and high street fashion bringing the youth into the market as it encourages the younger customer’s interest in fashionable sportswear.

Main competition:  

-Adidas (Stella McCartney)

-Forever 21 Sport Collection

-H&M Sport Collection

-Mango Sport Collection

Target market : 18-30 aged women 

Target customer Profile : *In the other post*

Location of business: local in UK, selling in both Topshop and Sweaty Betty

Week 3

Hello

After missing one session of my class (week2), I feel like there's an explosion in my head. I have listed everything of what I supposed to be working on before coming to class; after the tutorial, I just feel so dreadful because there is much more.

To overcome this fear of failing, I managed to book a study support for next Thursday; so that I can push myself to do every work that I supposed to be doing, get it check and show my supervisor on Friday.

What confused me on the last session is that I thought my positioning map will only show the competitor companies (3-4 companies) that I will be analysing, but I was wrong.

So I have pick out 10 companies which are:

1. Adidas (Stella McCartney)

2. Nike 

3. Reebok

4. Pink Victoria Secret

5. M&S Sport Collection

6. H&M Sport Collection

7. Forever 21 Sport Collection

8. Adidas x Topshop

9. Gap Sport Collection

I will try my best on the project because I have my aim on doing my bridging, which is pretty big deal to me. Right now, I'm just so hopeless on I cannot do this. But well at least I try :) 

Jackie Sasisech

Pen Portrait

Customer Profile 

Sam Moore is a Sussex girl, aged 24. She is currently living in London in East London. She is a PR officer with a £22,000 income. Because she is a PR officer, she always loves to keep herself healthy whilst keeping her activewear up-to-date with the fashion trend. She loves to take part in outdoor activities, she doesn't go to the gym but instead she jogs at the park near to her house and she also does rock climbing. Because she loves to keep fit, she usually does her grocery shopping in Waitrose and Whole Food Market because of the quality of the food that they provide the customers. She loves listening to upbeat songs because its keep her awake and refresh everyday. She doesn’t have any style in particular that makes her stand out, she always loves to dress up according to the trend and be an individualist, so she usually shops in High street brands such as COS and Topshop. 

Sweaty Betty x Topshop

It doesn't take me long to think of an idea of what I want to do. I usually focus on what I love more, so that when I'm working on it, I won't get bored or tired of it. At first I would like to go for a lingeries market, but then I think it is too much of a hassel for me to find a model for the shoot. So instead, I choose my 2nd option which is sportswear.

I believe that sportswear is not boring, and doesn't have grandma looks if we wear it fashionably. And I love to encourage my friends to workout, my motto is 'Fit is the new sexy'.

With that thought, I decided to choose 'Sweaty Betty', the London based Sportswear for women for over 13 years with the aim to 'inspire woman to find empowerment through fitness' (Sweaty Betty, 2014). They have offer a wide range of clothing from yoga clothes to swims wear. Not only a good quality of their material, they have also offer a free weekly workout session in their boutiques around UK.

(Salesgossip, 2014)

What makes this idea so special is that, Sweaty Betty aged range is 21-40 years. In my opinion, with their styles and good quality, they can go for younger aged group when there shall be less expensive and more up-to-trend. Topshop is one of the street fashion brand where most girls in UK recognise, it is my no.1 choice that I would love to bring these two brands to collaborate with each other. 

I believe this idea will work for my project and it is possible to be in the market. 

xx