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