Fanatic Apparel

BY:Ashley Lang, Jennifer Studer,

Michael Pitterle and Sheena Smith

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

Fanatic Apparel Products

Sustainable apparel line called Beary Organic.

• 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

Price Points

• Price Points for Beary Organic:$15-$450

Due to the high manufacturing costs to produce organic textiles and reuse recycled goods, costs will be higher than the average apparel.

Distribution

• Brick and Mortar- Located on 121 E. Ohio Street

• Internet Store

• (Illinois Locations Only)

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

SWOT Analysis

Strengths• Brand recognition• Product development team• Green line of clothing differentiates from

competitors• Short distribution time

SWOT Analysis

Weaknesses• Seasonal product offering• Customer service availability online• Narrow focused product• Cost to manufacture clothing

SWOT Analysis

Opportunities• Expanding product lines• Expanding to other teams apparel• Expanding to other sports• Opening new store locations

SWOT Analysis

Threats• Other green clothing lines• Poor team performance could lead to a

downturn in sales• Players could be traded• Many competitors

Competition

• Dick’s Sporting Goods– Offer a broad assortment of

brand name sports equipment, apparel, and footwear.

– 21 stores in Illinois

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.”

Competition

• Chicagoteamstore.com & retail locations– Online store sells apparel for all Chicago sports

teams– 2 retail stores (Wrigleyville and State Street)

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

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

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

IMC Mix

• Television Commercials– NBC– Fox– Comcast Sports Net

• Radio - 670 AM- 780 AM

IMC Mix

• Newspaper– Chicago Tribune (print and internet)• Affordable package• Meets demographics• Established readers

• Email Marketing– Bears Direct• Most selective and least intrusive

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

IMC Mix• Magazine–Chicago Athlete• Back cover• Affordable

• Internet-– Facebook ads• “Fans” of the Chicago bears

– Google search ads