The sports sector has seen some of the largest market growth in the apparel industry, many brands have tried to maximise on this by developing their products to accommodate this shift. My research uncovered the trends of ‘Certified Wellness’ and the boom in ‘Automated Apparel’; consumers are looking for grounded and factual results in their activities as well as clothing with technological advancements so it performs as more than just a garment. This idea lead to the PULSE range being created. A line of sportswear that tracks bodily function and acts as workout clothing that supports you physically as well as mentally, by giving you feedback and helping improvement.
The millennial woman needs balance, and in order to achieve this their time has to be optimised; by taking a firmer grip on analytics the consumer can guarantee progress. The project explores other drivers that the product will focus on meeting in order to satisfy consumer need and help drive market penetration for the Nike brand (chosen for PULSE collaboration thanks to their technological prowess and reputation in the industry).
Image three and four show a breakdown of how the price, place, product and promotion of the PULSE x Nike range.
