Getting
to Know
Ruby Streett Apicella
Emma Johnson
Camilla Monsef-Sagatelyan
Olivia Price
Martha Welker
GROUP TWO
SWOT Analysis
Strengths
- Trendy
- Active in the community/friendly staff
- Accessible contact info
- Easy to manage website
- Versatile sizes and styles
- Gender-fluid
Opportunities
- Vintage clothing and college merchandise are both increasingly popular
- Social media presence
- Expanding store
- Open multiple locations
Weaknesses
- Not well known
- Pricy
- Only has one location
- Website is not very appealing
- Inconvenient locations
Threats
- Merchandise locations with lower prices (Manny’s, Student Bookstore)
- Any clothing store closer to campus
- Possibly thrift stores
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Insights
1) Syracuse alumni look for/wear nostalgic clothing pieces that remind them of their college years.
2) College students value merchandise that is relevant to their university but also relevant to their personal sense of style.
3) Incoming freshmen are looking for game day outfits to show off at their first college sporting events.
Meet Rachel!
Target Persona
Demographics
- Age: 19
- Gender: Female
- Location: New Jersey
- Marital Status: Unmarried - Single
- HH Income: $0 - Is still financially dependant and supported by her family
Rachel is a freshman student at Syracuse who is eager for her upcoming years as an orange fan. She is excited to go to game days and tailgates, and can't wait for basketball season. Rachel values her schoolwork but also considers herself a social butterfly. Rachel is looking for cute and trendy Syracuse merchandise to wear to the season's first football game. Her dad graduated from Syracuse back in the day, and so she grew up watching Syracuse sports teams from a very young age. Due to her deep rooted ties to Syracuse, Rachel does not mind spending a little bit more money for quality Syracuse merch.
Psychographics
- Personality:
- Hardworking
- Extroverted
- Opinions:
- Appreciates good quality clothing
- Enjoys unique/vintage clothes
- Happy to pay more for unique items
- Lifestyle:
- Full time student
- Likes to attend Syracuse basketball and football games
- Very involved on campus
- Interests:
- Interested in trendy clothing
- Sports fan
Social Media Engagement Ideas:
Instagram Post:
Caption: Ourlatestandgreatest!
Shoptheselooksatscholarsandchamps.comorinstore
Content: This post could be a “look book” using Syracuse students wearing new Scholars and Champs apparel. Any student could participate (through contacting/ DMing S & C) and put together their favorite outfit with Syracuse merch to be posted on the Scholars and Champs instagram. These posts could revolve around different seasons and incorporate different center pieces each time (i.e., graphic tees, crewnecks, hoodies, sweatpants).
Polls on IG story:
-We could poll people on who’s going to the games and then after that make up potential game day outfits to wear with scholars and champs apparel.
-Asking people which outfit is better or which one you would wear. Getting people engaged and also excited about the potential outfits to wear for the games. This polling could happen before every big game for any sport.
-We can also ask about different outfits people would wear to different occasions or events using scholars and champs merch and in doing this we would again be promoting the vintage clothes but also giving people real outfits they could wear
Tweet:
Tweeting about upcoming game times, therefore giving a time frame for how much time people have to go buy game day clothes @ scholars & champs.
Tweeting about sales before upcoming games/ promoting specific clothing pieces such as when it is “white out” or “orange out”.
Print Advertisement
Social Media Posts
Website Suggestions
The Scholars and Champs website would benefit significantly from a more uniform display of clothing on their website. This way, the website would appear more cohesive and put together. They could simply get a white backdrop and photograph all of their on-sale items in the same way.
The Scholars and Champs website could really improve the way they display their clothes by incorporating models into the website. This would make it easier to visualize the clothes on themselves.
Scholars and Champs would benefit from having a burger menu option which offers an easier navigation and more organized layout for the website. This way t-shirts, hats, sweatshirts could be categorized in a cleaner fashion.
Scholars and Champs could improve their website by incorporating a grid layout. By doing this, it would be more organized and easier to browse. It would also allow for an equal distribution of text and photos to give the shopper options to choose which is most suitable for them. Grid categories could be : About Scholars & Champs, What’s Popular, Sport Specific Items(then a drop down menu which offers basketball gear, football, soccer, etc.), and a Clothing, & Accessory category.
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