Apex Clothing - Adam Deddouche and Nevaeh Nelson

Apex Clothing A Clothing Brand Inspired by the Latest Trends

Created By: Adam Deddouche and Nevaeh Nelson Presented: June 2021 Marketing II Ms. Sullivan, Everett High School

Copyright, 2021

Table of Contents ● ● ● ● ● ● ● ● ● ● ● ●

Cover Page Table Of Contents Executive Summary- Page 1 Industry Overview- Page 2 Business Description- Page 3 Branding- Page 4 SWOT Analysis- Page 5 Target Market- Page 6 Marketing Goals- Page 7 Marketing Mix- Page 8 Sample Advertising- 9 References

Executive Summary Our Mission At Apex Clothing, we offer you some of the best fashion apparel you’ve seen/worn at a reasonable price. We ensure that our products are not made in any sweatshops, and don’t rely on any child labor. We are 100% ethical, and 100% of the best. If we have “Apex” in our name, we must live up to that standard.

Company and Management Apex Clothing is located in Los Angeles California. But we do ship out to the rest of the west states/areas. We believe that if we want to create something new, we must start out in the city/state of where creativity is embraced.

Our Products and Services At Apex Clothing we offer a variety of options such as ❖ ❖ ❖ ❖ ❖

Trend inspired T-Shirts/Hoodies Custom Masks Phone Cases Hats Custom Shirts/Hoodies

The Market There aren’t many companies who do exactly what we do. There are some companies like Hot Topic, who are kind of like us but not really. We specialize in Trend inspired clothes, and what sells or doesn’t sell completely depends on the climate of social media. I would say that we are the wall street of Clothing/Apparel, meaning that our prices(though mostly consistent) can change due to the climate, and what we promote or not depends on the market. So in that view point no one is really like us. While this can be risky, this still has potential to be big.

Other Competitive Advantages Our biggest advantage is that we are a unique company, and different from our competitors.

Which could lead to us potentially really blowing up if things do work in our favor.

Financing Requirements Renting in California is not cheap, with California having the second highest rent in the country.

It won't be a small task. California is also in the Top 10 of the highest taxed states in America.

So with that said. We would like to ask for $350,000 USD for the first year. Once again while this seems risky, the potential is through the roof.

Industry Overview The Fashion Industry According to Statista, The global Fashion industry garners about $1.5 Trillion USD. But it is projected to grow all the way up to 2.25 Trillion USD by 2025.

It’s tough to really tell how much this will make because we are not like most stores in the fashion industry, so it would be hard to tell how much revenue we will garner strictly off social media trends.

While there isn’t much information to see, I still believe that this company will do well because we don’t have one specific company who is doing what we are doing, and we also have an idea that could catch fire quickly.

Our Position in the Industry This is a fairly new concept so it won’t be easy to really gauge where we are in the industry. We will be located in Los Angeles California. The reason why we chose L.A. is because it is the “hub” of technology and social media, with youtube, Facebook and Instagram being based in California. Los Angeles is also the hub for creativity and trends. So with that said, Los Angeles would be the most logical place to start. We want to focus on the Pre Teen or Teen Demographic. We believe that they would be the most interested to buy products formed by social media trends, but everyone is welcomed though.

The Competition Most of our competitors are not really direct, but. We still have competitors. Hot Topic and Spencers are the closest competitors who are like us conceptually, And of course social media apps are starting to open in app shopping which is a direct competition to us.

What Makes Apex Clothing Unique?

People should choose us because for one, there really isn’t any other company who is doing what we are doing specifically. Which is selling “Trendy” clothes from Right off social media.

Business Description: Mission Statement: ★ This company exists because we feel the products that are seen in advertisements on social media and apps, such as TikTok, should be accessible to customers + consumers, so we want to make sure of that by opening a new company that sells clothing, accessories, etc. Similar to what you see online. Usually, when people see the clothes online, they have to look at a bunch of different stores worldwide, and we feel as though it would be way easier to find it all in one place. ★ disclaimer: We are not copying the clothes we see online at all whatsoever, although we will design our own clothes that match and surround the different aesthetics we see on social media!

Goals And Objectives : ★ Our business goals are to design and sell the best & trendiest clothes to anyone and everyone in hopes that one day will become a worldwide phenomenon. the steps we plan on taking to achieve these goals include researching, staying on top of the latest looks, & start making products Business Philosophy: ★ Again, we formed this company so that it would be easier for consumers to access the things they see online and to create our own clothing line of course! We believe that there are so many different areas of clothing and especially in today’s society, we love seeing everyone be expressive and showing a message with their clothing.

Industry: ★ I work in the clothing industry where we distribute all different kinds of clothing items from shirts to shoes, accessories, hair accessories, and so much more. the opportunities we have include the chance to target anyone and everyone that wants to get a new style & change the way the clothing industry sells Strengths And Skills: ★ Our strengths and skills include uniqueness, outgoing, and overall one of a kind! we haven't really seen any other stores doing what we do. the advantages we possess within our competition is, again, we haven’t seen many other stores doing this. we also were thinking of having a way for people to donate + sell clothes through our store so that customers can purchase unique pieces and also have that vintage feel Target Market: ★ Our target market is mainly targeting anyone because we want to reel in anyone who wants to have the clothes they see online but through one store and to have unique pieces of clothing! but to be more specific, we are targeting mainly teens and young adults because statistically, they spend the most time online seeing the trends, aesthetics and clothes

Closing Summary: ★ Have you seen clothes online that you really love, but they were sold out? they didn’t have your size? worried about the company being a scam? or even your personal information getting finessed? This is all such a big hassle for clothing and we want to put an ending to all this stress! me and my team have coordinated an all new clothing line that has apparel that surrounds the trends + aesthetics you see online! we have everything from tops, bottoms, skirts, dresses, accessories and a lot more!

Branding Logos:

slogan: Fine line, Trendy clothes align color scheme: #423535

merch examples: ➔ phone cases ➔ shirts ➔ airpod cases ➔ canvas tote

#FFFFFF

Unique Selling Proposition ★ We have decided to manufacture a store like this because when we go on social media and see pieces that we like, it either says that it is out of stock, they don’t have the size we need, and so on and so forth. By creating a store that not only has all different types of clothing but has different styles of it, we want to create a change within the clothing industry and how it distributes products by creating a clothing line/industry that caters to everyone’s wants and needs!

Market Analysis SWOT Analysis

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Strengths We have almost every type of clothing at hand Reasonable prices for higher quality clothes We are size-inclusive, It’s a new concept(Goes both ways) Opportunities If all goes well we can gain a huge following Teaming up with huge brands or celebrities Being one of the biggest companies out there

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Weaknesses It’s a relatively new concept(Goes both ways) It will be hard to gain a following We will constantly have to switch our style with new trends.

Threats Hot Topic(While they are struggling, they are more established) Online Stores Social media shopping(Instagram’s shopping section for example)

Competitive Analysis Hot Topic ● ● ● ●

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Mostly Nationwide Trendy clothing Somewhat Direct As of right now they are the only store who have “Trendy” clothes that are considered to be “pop culture” Hot Topic makes about $500 million dollars a year(Not bad for a company a struggling company)

Amazon/Ebay ● ● ● ●

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The Internet Literally everything Direct They’re an online store, and you can buy whatever you want without even getting up.

Amazon makes about $386 Billion Dollars, and Ebay makes about $10 Billion Dollars

Social media apps ● ● ● ●

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The Internet The exact same things we sell Direct Pretty much the same as ours, where they are selling clothes from social media.

The one social media app with an in app shop that I can really think about is Instagram, and they make $14 Billion Dollars.

Target Market

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○ Our Target market is Specifically gen z’s, because they are the only people who would have a legitimate want or desire to buy our product.

Gender ○ We are targeting anyone of any gender who wants to wear Apex Clothing!

Marital Status ○ Marital Status Does Not play a role in our target market.

Family ○ Ideally, again, we would target anyone but to be more specific, we will be targeting families who want to expand their clothing styles.

Location ○ We specifically are selling to families located in California. We will have stores in California only, But we will ship out to the rest of the west coast Regionally.

Education ○ Their education doesn’t have to play a role in this.

Income ○ Their income doesn’t matter to a certain extent.

Occupation ○ Occupation does not play a role into this Religion ○ Religion doesn’t matter with our clothing.

Language ○ Ideally We’d hope they speak english, but we welcome everyone of all races and languages Lifestyle ○ Their lifestyle doesn’t apply to our company Motivation ○ People who want to dress the way they want & express themselves will be motivated to do so with our clothing Hobbies ○ Typically, their hobbies would include investing their time into searching the latest trendiest clothing and then proceeding to purchase our clothing Size ○ There are a lot of kids in America, so I’m assuming our demographic is very large.

Marketing Goals Goal #1: Build Brand Awareness ● So people will know we are a unique company which may fit with their style. ● We will spend a lot of money on social media ads. Because most people are on social media, and when they see our ad, they might be interested.

Goal #2: Focus on customer satisfaction ● We want everyone that shops at our stores to be satisfied with not only the products but with the company overall ● We will make it known that anyone and everyone that enters our stores wherever our locations are will be treated equally and will get their wants & needs met Goal #3: Launch a new campaign ● We want to show how we are idiosyncratic, and not like anyone else.

Hence the name, “Apex” ● We will accomplish this by doing things we don’t usually see in the clothing industry which is distributing clothes in sections based on different styles so people can make their own outfits their own style!

Marketing Mix PRODUCT: At Apex Clothing we specialize in selling products or memorabilia(Specifically Clothing) that have something to do with a certain trend, fad and even certain influencers. Our products are also very unique, and have the highest quality. Because since we call ourselves “Apex Clothing” we must live up to that standard. Examples of our products include: ● Hoodies ● T-Shirts ● Masks ● Tiny Backpacks ● Hats Our Most Popular Products ● Hoodies/T-Shirts with custom designs. ● Custom Masks Examples of Trend Launches ● TikTok Inspired Clothing ● Kardashian Inspired Clothing ● Trends inspired from content creators

PRICE: Our prices will vary depending on how popular a trend/fad is. Or it may depend on how much demand there is for a product(No price gouging, don’t worry) But what we will ensure is that our prices will always be reasonable. We want to make sure people don’t have to spend too much money on things that shouldn’t cost a lot.

PLACE: Apex Clothing will be located in Downtown Los Angeles. The reason being is because Los Angeles or California in general is the “Hub” of creativity, and technology. So it would be smart to have the “Apex” of businesses open up in the “Apex” of creativity.

PROMOTION: Our promotions will run through the following…... ● The Companies website ● Social Media Marketing ● Radio Ads(Mainly Spotify or Itunes Ads)

Brand Positioning For people looking for fashionable, high quality apparel, Apex Clothing is a trend-inspired fashion brand that offers the latest, trendiest clothing at an affordable price. Unlike other major fashion brands, Apex Clothing is committed to delivering the best apparel in order for people to be able to express themselves.

Example Advertisements

References

Statista. “Luxury Fashion” June 2, 2021. https://www.statista.com/outlook/cmo/luxury-goods/luxury-fashion/worldwide