FASM 400 / Monika Jonevski
MISSION At Athleta, our mission is to ignite a community of active, healthy, confident women and girls who empower each other to reach their limitless potential. We believe alone we are strong, but united we thrive; bringing this to life through the Power of She campaign.
COMPANY Athleta Inc was founded in in 1998 and is based in Petaluma, California. As of September 28, 2008, Athleta, Inc. operates as a subsidiary of The Gap, Inc. There are 266 stores world wide including North America. Athleta also has an online store and they ship in the U.S.A and Internationally. The company designs and sells performance apparel and gear for women. The products sizes that they offer are xxs, s, m, l, xl and also have a section for plus, petite and tall.They offer bottoms such as tights, pants, joggers & sweatpants, capris, skorts, skirts & shorts. Other categories for their products include tops & bottoms, specificially sweatshirts, sweaters, wraps, shirts, long sleeves, short sleeves, tanks and Sports bra. Their assortment also includes jackets such as insulated & down, vests, hoodies & sweatshirts, rain and regular jackets. They even have sweatshirt dresses, sweater dresses, woven dresses, knit dresses, skirts & skorts. Their products also expand to swimwear offering bikini tops & bottoms, one-piece swimsuits and cover ups. They even offer shoes such as boots, sneakers, performance footwear and sandals. As well as accessories; bags, scarves, water bottles, hats & headbands, gear, socks, gloves & sunglasses. Their prices vary from $15 up until $348.
CONCEPT Sustainability has been a huge issue in the world. Companies little by little have opted sustainability practices. Its a big movement with a small amount of companies taking the right step towards helping the environmnt. We chose Athleta because most of its competitors have already taken initiative in being sustanable. We decided to upcycle yoga mats to use them to create tote bags with a yoga mat holder.
How would we collect yoga mats? Since Athleta provides yoga clases along with others, we decided to create bins around stores for customers to drop off old mats and in exchange they would get a 20% off one full price item discount. We want to start the movement in the Shops at Merrick Park location in Coral Gables, Florida. Right across from that location theres an Equinox Fitness Center that we would do a cross promotion with. We would have a bin in there as well to collect more of the materials needed in exchange for the 20% off coupon.
Age: 35 Gender: Female Marital/ Family Status: Married with two girls. Household income: 100,000. Regional Data: Coral Gables, Fl - Hot & Humid. Generational Cohort: Millennial - Born in 1982. Reference group: She is influenced by nature, celebrities and health.
Activities: Working out ( yoga, pilates, running), reading, loves going to whole foods, taking care of her kids, volunteering, traveling. Personality: Social, active, athletic, Conscious of society and its issues, simple.
Attitudes: She is a strong advocate for health is-
Motivation: She finds motivation from both internal and external. She wakes up wanting to make a difference but she also gets inspired/ motivated by issues going on in the world.
The Caterpillar Bag The design of the bag will be very simple to appeal to everyone. It has enough room not for ONE yoga mat but for TWO. We decided to name it theâ€œCaterpillar Bagâ€?. The inspiration came from the yoga caterpillar pose . Very simple pose, just like our bag.
A Caterpillar Pose is composed of : - Sitting on the mat. - Stretch both legs in front of your body. - Lean forward and try to reach your toes.
To hold all of your belongings when attending a class, along with the mat in one bag, that is durable, good looking and upcycled from a used yoga mat.
PEOPLE She is an American model turned yoga instructor a yoga icon and the founder of Strala Yoga in SOHO, NY. Has a series of - More well known brands that have sustainable products (patagonia does sooo much for sustainability) Stiles grew Strala from one studio based in the SoHo neighborhood of New York City, New York to a global studio and training business with currently over 1,000 instructors (called Guides) leading classes in 15 countries regularly to thousands of people weekly. Stralaâ€™s online classes are practiced daily all around the world by hundreds of thousands of people. Contract: 1 year contract Weekly social media posts on the product Monthly shoots Promotional appearances if any Launch event
Social Media Followers:
Since this product will be Athleta’s initial step towards sustainability and created out of donated goods, The product won’t be at a steep price. The price cant be neither too high nor too low because if its too high customers might think the quality and materials aren’t worth it and if its too low they may not understand the purpose of sustainabilty.
The Caterpillar bags will be sold as a different product line under Athleta. Which will be their new range of upcycled goods. They will be sold at all Athleta stores.
PROMOTION Launch event: Fitness influencers, fashion bloggers, in order to attend the event, you will have to bring a used mat to donate at entrance.
Attendees will have their own Caterpillar Bag as a Thank You gift. Event will be held at the Garden in Shops of Merrick Park - Coral Gables, FL.
S W O T
Upcycling old yoga mats doesnâ€™t create any more harm to the environment If the mats werenâ€™t donated, they would most likely be dumped in the landfills.
No one would mind donating their used, old, torn yoga mats PVC Is heat and sweat resistant Donated mats will be of different colors and textures providing a wide diversity within the product line
The cleaning process the yoga mats will have to go through before being used Durability
Not all donated mats will be in usable conditions Limited designing options
The properties of the material remain the same
Yoga mats are big enough to create 1 bag per mat
Can be embelished
Could bring brand awareness and more customers
Upcycling yoga mats into bags enables the brand to apply the concept to other products such as Shoes, Jackets, Headbands, etc.
More well known brands that have sustainable products (patagonia does so much for sustainability) A possibility of limited yoga mat donations People may not find it hygienic
If the concept takes off in the consumer market, all yoga mats can be saved from being dumped
People are already indulging in upcycling Yoga mats
-Yoga-inspired apparel for women and men -Also carry apparel for running, cycling, training and almost everything you can think of -Bag price range: $30-$160 -Founded by Chip Wilson in Vancouver, Canada 1998 -Measure their energy use and carbon footprint every year, and measure their waste impact while working to improve in both areas
Outdoor sustainable clothing -founded by Yvon Chouinard in 1973 and based in Ventura, California Mission is to “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” -Bag price point $20-$300
-Minimizing environmental footprint by tracking energy, water and waste and are working towards reducing waste and water use, while also being efficient with energy and renewable sources. They’re taking a lot of measures to be sustainable. Carry athletic apparel and gear -Bag price points: $25-$130
HOW WE 3. Hand wash the mat with a soft cloth.
1. Be aware of when to wash your mat. Wash your mat once a week if you practice yoga everyday.
2. Soak your yoga mat.
Never put your yoga mat in the washing machine.
Use Dish soap or hypoallergenic laundry detergent. Avoid using too much detergent in warm water. Some sources suggest using vinegar to wash your mat.
5. Remove excess water from your mat.
4. Rinse your mat in clean water. This will help remove any residue from the soap and minimize the risk of having a slippery mat.
Shake off your mat to remove water on the surface of your mat. Lay the mat flat on a dry towel and roll the two together to squeeze out remaining moisture
6. Hang your mat to dry. If you have a laundry drying rack, drape your yoga mat over this, which can effectively dry both sides of your mat.
E-BLAST Athleta: Just in: The Caterpillar Bag !!!
The new Caterpillar Bag is made out of recycled yoga mats. It is a versitle bag with a yoga mat holder. Cool right? Check out the new bag on our website or your very own local Athleta store.
Shop Caterpillar Bag
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SOURCES 1. athleta.gap.com 2. patagonia.com 3. nike.com 4. lululemon.com 5. https://www.wikihow.com/Clean-a-Yoga-Mat
Published on Mar 14, 2018