1. Fanatic Apparel BY: Ashley Lang, Jennifer Studer, Michael Pitterle and Sheena Smith
2. Brief History 2000 Established Fanatic Apparel store in Chicago Started as a men’s sports apparel company and licensed distributor for Chicago Bears apparel and memorabilia 2002 Introduced small women’s sports apparel line 2003 Partnered with Sports Authority to sell Fanatic Apparel clothing lines 2008 Introduced small children’s line 2010 Integrating a full “sustainable” family line – Men, Women, and children’s sports apparel
3. Fanatic Apparel Products Sustainable apparel line called BearyOrganic. Beary Organic product line consists of organically green: Hats/Caps Shirts Jersey’s Pants Socks Jackets Apparel line made of: 100% Organic Cotton Bamboo Flax Soy Recycled Rubber Recycled Plastic Bottles Recycled Polyester
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5. Distribution Brick and Mortar- Located on 121 E. Ohio Street Internet Store (Illinois Locations Only)
6. Target Market Bear’s fans in the Chicago-land area About 4.5 million people (61% of Chicago population) Demographic and psychographic factors: Who: Eco conscious single fans and fans with families Heavy focus on Women and those with Children Age: 24-54 years old Income: $32,000+ Geographic: Chicago and surrounding areas Psychographic: lifestyle, football fans, tailgaters, sports fans
7. SWOT Analysis Strengths Brand recognition Product development team Green line of clothing differentiates from competitors Short distribution time
8. SWOT Analysis Weaknesses Seasonal product offering Customer service availability online Narrow focused product Cost to manufacture clothing
9. SWOT Analysis Opportunities Expanding product lines Expanding to other teams apparel Expanding to other sports Opening new store locations
10. SWOT Analysis Threats Other green clothing lines Poor team performance could lead to a downturn in sales Players could be traded Many competitors
11. Competition Dick’s Sporting Goods Offer a broad assortment of brand name sports equipment, apparel, and footwear. 21 stores in Illinois
12. Competition Bears Pro Shop & store.chicagobears.com 1.5 million visitors (events and attendance) “Offering you the latest in Bears merchandise for adults & children to show your support for the greatest franchise in the NFL, the Chicago Bears.”
13. Competition Chicagoteamstore.com & retail locations Online store sells apparel for all Chicago sports teams 2 retail stores (Wrigleyville and State Street)
14. Competition All competitors positioning by product user Emphasize identification with sports fans, specifically Chicago sports fans Utilize a variety of media for both sales and advertising TV, Internet, E-mail, Radio, Catalog
15. IMC Plan 40% increase in overall sales during the football season as compared to last year 5% increase in online sales during football games. After our stadium give-away, total sales increase of 10% for two months after 60% of all sales from “sustainable” women’s and family apparel lines
16. IMC Mix Geography Chicagoland area Timeliness Chicago Bears season September – January Often during the actual game Stadium -Family day small merchandise items give away Store and website
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19. IMC Mix Transit Advertising Ogilvie Train Station Package, posters and walkway displays Billboards Close to the stadium and store Kennedy Expressway Eisenhower Expressway Lake Shore Drive
20. IMC Mix Magazine Chicago Athlete Back cover Affordable Internet- Facebook ads “Fans” of the Chicago bears Google search ads
Editor's Notes
Prime time, weekend day times and nightsSelective marketHelp visualize qualityPrime time, weekend day times and nightsReceptive fansNot as fragmented as normal radio
Newpaper- In season months-family age group, most upper class, slightly more females than in sports focused print (change the annual income)- Extensive penetration (Most reach online media in Chicago)-More receptive to advertisements2. – year roundMost selective and least intrusive- online sales push – we are good at?
In season monthsGeographic flexibility and local Frequently seeAbility to create awareness
