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lndusLry Cvervlew
1he reLall lndusLry ls a secLor of Lhe economy lnLeresLed ln selllng a producL - ln
Lhls case, cloLhlng and accessorles. 1he cloLhlng reLall markeL ls masslve. Comprlsed of
varlous deparLmenL sLores, lndlvldual bouLlques and franchlses, vlrLually any lLem
lmaglnable can be purchased. 1he fashlon lndusLry has always been cuLLhroaL. ueslgners
LhaL were ln Lhe spoLllghL durlng Lhe fall season mlghL be bankrupL afLer a poor sprlng
showlng. 1hls concepL LranslaLes lnLo Lhe commerclal world of reLall sLores. WlLh so
many opLlons, each sLore has Lo have a clearly deflned message wlLh excepLlonal
adverLlslng ln order Lo aLLracL consumers.
8ecause Lhe cloLhlng reLall lndusLry ls so vasL ln slze, lL greaLly lmpacLs Lhe sLaLe
of our economy. Llkewlse, when Llmes are hard, famllles are lefL wlLh llLLle Lo no
dlsposable lncome. 1hls ls Lhe problem our socleLy ls currenLly faclng. ln Llmes of
recesslon, consumers cannoL allocaLe funds prevlously spenL on new cloLhes and
accessorles. 1hey have Lo make do wlLh whaL Lhey have, and focus Lhelr budgeL on lLems
of necesslLy and survlval. Crocerles, LransporLaLlon, healLhcare, and houslng Lop Lhe
prlorlLy llsL, regardless of how appeallng a new fashlon producL may be. Lven a
brllllanLly deslgned adverLlslng campalgn wlll flounder ln a recesslon. lL's slmply Lhe
naLure of Lhe beasL.
1he lnformaLlon revoluLlon has also greaLly shaped Lhe reLall cloLhlng lndusLry
over Lhe pasL decade. WlLh Lhe ease and accesslblllLy of Lhe lnLerneL, funcLlonal
webslLes LhaL allow for onllne shopplng are vlLal Lo Lhe success of a sLore. ln Lhe same
manner, geLLlng lnformaLlon ouL abouL new producLs or a new collecLlon by uslng
popular soclal neLworklng slLes such as lacebook, 1wlLLer and ?ou1ube, ls greaLly
beneflclal Lo Lhe sLore's well belng.

1he Cap roflle
When uon llscher founded 1he Cap ln 1969, he based lL on a slmple concepL: Lo
help men and women flnd [eans LhaL flL. lorLy year laLer, 1he Cap ls sLlll known for
quallLy denlm, plus a whole loL more.
uon llscher, wlLh wlfe uorls, opened Lhe flrsL Cap sLore ln San lranclsco. lL has
slnce become a naLlonal powerhouse, wlLh roughly 1,083 sLores currenLly open ln Lhe
unlLed SLaLes. 1he Cap has also become an lnLernaLlonal brand name, wlLh sLores ln
Canada, lrance, lreland, !apan, and Lhe unlLed klngdom. 1here are also oLher sLores
ouLslde of Lhese counLrles owned and operaLed by franchlses.
1he ldea Lo open a sLore LhaL sold [eans came Lo uon only afLer a frusLraLlng
experlence of Lrylng on palr afLer palr of panLs LhaL dldn'L flL hlm correcLly. lnsLead of
conLlnulng Lhe search, he declded [usL Lo creaLe hls own sLore, wlLh hls own quallLy
producL. Pe wanLed panLs LhaL flL, and soon afLer he colned Lhe Llmeless phrase, lall
lnLo 1he Cap."
1he same dedlcaLlon Lo quallLy and comforL holds Lrue Loday. 1he Cap brand
name ls known for belng cool, clean and classlc, wlLh a Louch of pop culLure. 1he Cap
deflnes Lhelr mlsslon as wearlng your passlon," wlLh a focus on Lhe cusLomer,
creaLlvlLy, dolng whaL's rlghL, and dellverlng quallLy resulLs.
uon llscher passed away ln 2009, buL hls legacy llves on. Pls brand name, 1he
Cap, lnc., noL only owns and operaLes hls orlglnal vlslon of 1he Cap, buL also lncludes
Cld navy and 8anana 8epubllc, lperllme (an onllne source for shoes), and ALhleLlc (a
sporLy cloLhlng sLore LhaL LargeLs Lhe female aLhleLe). Pe and hls wlfe uorls also began
1he Cap loundaLlon ln 1977 Lo help organlzaLlons such as 1each for Amerlca succeed,
whlch conLlnues Lo lmpacL our socleLy Loday.
uon leaves behlnd nearly 3,300 sLores afflllaLed wlLh 1he Cap, lnc. brand name
across Lhe globe. Cap, lnc. employs over 134,000 people, and had a 2008 flnanclal
revenue of 14.3 bllllon dollars.

roducL roflle

!"#$
Cap offers classlc comforL Lo boLh men and women wlLh a focus on Lhelr
LradlLlonal denlm [eans and [ackeLs. Ad[acenL Lo Lhe Llmeless appeal of Lhe buslness
causal or weekend wear looks, are fun, Lrendy accessorles such as shoes, belLs, scarves,
and [ewelry Lo glve Lhe flnlshlng Louch Lo any Cap ouLflL. Cap offers boLh peLlLe and
small slzes for women, and also has a blg and Lall secLlon for men.

!"#%&'($
Capklds ls comprlsed of several dlfferenL collecLlons, lncludlng Slwa, Marrakesh
and orcelaln, deslgned for young chlldren. 1he lnsplraLlon for Lhe collecLlons ls unlque
- Marrakesh ls based upon Morrocco's sLorled Llle work. 1he cloLhes wlLhln Lhe Capklds
llne focus on comforL and coverlng, yeL also appeal Lo currenL fashlon Lrends Lhrough
Lhelr llne of graphlc Lees and fun, playful accessorles. Capklds also has a llne dedlcaLed
Lo school unlforms, whlch offers solld color polo Lops, sweaLers, and neuLral boLLoms for
Lhose aLLendlng schools wlLh speclflc guldellnes.

)")*!"#$
1he Lagllne for babyCap - lL sLarLs wlLh good [eans" ls very represenLaLlve of Lhe
feaLured producLs. uenlm rompers, overalls, [ackeLs, and [eans are hlghllghLed wlLhln
Lhe babyCap llne Lo promoLe 1he Cap brand as Lhe baby's flrsL lnLroducLlon Lo a
Llmeless fabrlc: denlm. 8aby baslcs such as bodysulLs and play wear are avallable, as well
as nursery producLs and gear for new parenLs. SLrollers, car seaLs, beddlng and baLh
Llme essenLlals are all a parL of Lhe babyCap llne. ComponenLs of babyCap also mlmlc
Capklds, seen Lhrough Lhe Marrakech and orcelaln llnes for lnfanLs.

!"#+",-./&,*$
CapMaLernlLy, avallable ln selecL sLores and onllne, offers expecLlng moLhers Lhe
opporLunlLy Lo flnd Lhe same quallLy of clean, classlc cloLhlng, yeL speclflcally deslgned
wlLh Lhelr new body ln mlnd. keeplng pregnanL women cool, covered and cuLe ls Lhe
maln ob[ecLlve behlnd CapMaLernlLy, represenLed Lhrough Lhe varlous sLyles of cloLhlng.
LveryLhlng from loungewear Lo buslness aLLlre can be purchased, as well as bras, panLles
and speclally deslgned Lops for nurslng moLhers. 1he nurslng bra ls a feaLured producL ln
CapMaLernlLy, noLed for lLs blend of spandex and nylon for an ldeal, comforLable flL.
8aby producLs such as boLLles, plllows, nurslng pads, and breasL pumps are also
avallable Lhrough CapMaLernlLy.

!"#01'*$
Cap8ody ls a llne deslgned for women LhaL offers bras, panLles, sleepwear,
loungewear, yoga and sporL ouLflLs, swlmsulLs, and scenLs. ure 8ody ls a speclal
collecLlon wlLhln Lhe Cap8ody llne LhaL offers sofL mlx-and-maLch separaLes for
sleeplng, lounglng or layerlng. 8each cover-ups, hooded sweaLshlrLs and aLhleLlc socks
are all componenLs found wlLhln Cap8ody.

!"#$23456789:$4;6$
ln 2006, Cap parLnered wlLh 8CuuC1 (8Lu) Lo glve back Lo Afrlcan communlLles
and help supporL Lhe flghL agalnsL AluS. 1hough Lhe orlglnal Cap 8CuuC1 (8Lu) Lee,
lnSl (8Lu)," debuLed ln Lhe unlLed klngdom, Cap (8CuuC1) 8Lu deslgns are now
lnLernaLlonally avallable ln selecL sLores and onllne. 1hese producLs are made ln Afrlca
from 100 percenL Afrlcan coLLon, and 1he Cap, lnc. conLrlbuLes half of Lhe proflLs from
Cap (8CuuC1) 8Lu sales Lo 1he Clobal lund Lo help Afrlcan women and chlldren
affecLed by AluS. 1he Cap (8CuCu1) 8Lu llne feaLures L-shlrLs for men and women,
and ln Lhe sprlng of 2009, Cap launched an excluslve llne of llmlLed-edlLlon Lees by rlslng
arLlsLs and deslgners from around Lhe globe. Cap 8CuuC1 (8Lu) Lees are sold aL a
hlgher prlce ($28) Lhan plaln men's and women's Lees ($19.30), wlLh Lhe undersLandlng
LhaL $28 u.S. dollars ls Lhe equlvalenL of Len days worLh of anLlvlral medlclne for one
person llvlng wlLh AluS ln Afrlca.

!"#$5<,=-,$
1he Cap CuLleL sLores are boomlng due Lo Lhe economlc recesslon. LocaLed
LhroughouL Lhe unlLed SLaLes and Canada, Lhe ouLleL sLores offer Lhe same quallLy of
cloLhlng aL a lower prlce. CfLen, Lhe merchandlse ln Lhe ouLleL sLores are a fashlon
season behlnd whaL ls currenLly debuLlng ln 1he Cap flagshlp sLores. CuLleL sLores also
recelve lLems from 1he Cap LhaL are noL selllng well, creaLlng a surplus of one parLlcular
sLyle or deslgn. 1he Cap CuLleL carrles Lhe same brand equlLy as 1he Cap, buL cusLomers
can geL a blL more bang for Lhelr buck.

!"#$5/=&/-$
Cap Cnllne ls a dlvlslon of 1he Cap LhaL allows cusLomers Lhe ease of shopplng
from home, on Lhe go, or whaLever Lhe case may be. Lach dlvlslon of 1he Cap (men,
women, Cap8ody, Capklds, eLc.) ls avallable vla Cap Cnllne, and lLems from any
caLegory can all be puL lnLo Lhe same vlrLual shopplng carL, wlLh one shlpplng fee.
CusLomers can also Lake advanLage of onllne-only sales, and can easlly vlew every
producL, check avallablllLy, and selecL speclflc slzes and colors, [usL as Lhey would ln-
sLore.

CompeLlLlve Analysls

1he reLall lndusLry ls exLremely compeLlLlve due Lo lLs slze. WlLh Lhe amounL of
commerclal deslgners avallable, lL ls no wonder LhaL malls and shopplng cenLers are
fllled wlLh sLores offerlng vlrLually Lhe same apparel, yeL all wlLh dlfferenL brand names
on Lhe label. ln order Lo falrly measure 1he Cap's compeLlLlon, only sLores LhaL offer
slmllar producL llnes (men, women, chlldren, body, and fragrance) were chosen. 1wo of
1he Cap's largesL compeLlLors are unlque slnce Lhey are also owned by 1he Cap, lnc.
brand - Cld navy and 8anana 8epubllc.
$
5='$>"?*$
ln 1997, 1he Cap, lnc. brand creaLed Cld navy as a slsLer cloLhlng sLore Lo 1he
Cap. lL was Lo offer Lhe same greaL fashlon as 1he Cap, buL aL even lower prlces. Cld
navy ls much more famlly-orlenLaLed by offerlng Lhe same greaL baslcs aL reasonable
prlces. Cld navy ls noL as upscale as 1he Cap, whlch allows famllles Lo geL more bang for
Lhelr buck. 1helr Lagllne ls greaL fashlon aL greaL prlces, for everyone."
Cld navy has several well-adverLlsed dlscounL glmmlcks, such as Lhe Cld navy
lLem of Lhe Week." Lach week one speclflc lLem, such as long sleeved fleece sweaLshlrLs,
are hlghllghLed LhroughouL Lhe sLore aL a speclal prlce. Men, women and chlldren can all
purchase Lhe same sweaLshlrLs for Lhe same dlscounLed value.
1hough Cld navy doesn'L offer Lhe same quallLy of cloLhlng LhaL can be found aL
1he Cap, lL does have a prlce-polnL advanLage. 8eLLer sales and more reasonable prlces
draw consumers Lo Cld navy.
$
0"/"/"$4-#<)=&@$
$ Llke Cld navy, 8anana 8epubllc ls also an afflllaLe of 1he Cap, lnc. brand.
8eglnnlng wlLh Cld navy aL Lhe boLLom of Lhe specLrum ln Lerms of prlce and quallLy,
1he Cap falls ln Lhe mlddle, and 8anana 8epubllc Lakes lLs place aL Lhe Lop.
AlLhough founded ln 1978, 8anana 8epubllc was noL acqulred by 1he Cap, lnc.
brand unLll 1983. WlLh Lhe Lagllne of accesslble luxury," lL ls clear LhaL 8anana 8epubllc
offers a hlgher quallLy producL Lhan Lhe oLher Lwo afflllaLes of 1he Cap, lnc. brand - Cld
navy and 1he Cap. Powever, wlLh quallLy, also comes an lncrease ln prlce.
8anana 8epubllc focuses more on fashlon for buslnessmen and women, and less
on casual famlly sLyle. lL should also be noLed LhaL 8anana 8epubllc does noL offer a
cloLhlng llne for chlldren, buL sLlll proves Lo be a Lop compeLlLor wlLh 1he Cap based
upon Lhe quallLy of Lhe cloLhlng, slmllar Lrends and fashlon accessorles, as well as lLs
close relaLlonshlp Lhrough Lhe shared brand name of 1he Cap, lnc.

A$8.-B$
$ ! Crew debuLed ln 1983, and has slnce been exLremely compeLlLlve wlLh 1he Cap.
! Crew proves Lo be a hybrld verslon of 1he Cap and 8anana 8epubllc, offerlng
affordable casual sLyle, buL aL Lhe same Llme, also has a serles of collecLlons for Lhe
buslness world, and even a brldal llne. ! Crew ls also a Lop compeLlLor because lL offers
chlldren's cloLhes, shoes, [ewelry, accessorles and more, [usL llke 1he Cap.
lrom a quallLy sLand polnL, ! Crew's Lrendy, casual apparel can be held Lo Lhe
same sLandard as 1he Cap's. Powever, ! Crew's more upscale collecLlons are of hlgher
quallLy and more expenslve Lhan Lyplcal apparel avallable aL 1he Cap. ! Crew ls very
successful aL mlxlng famlly, buslness, work and play all lnLo one reLall sLore.
$
CD-.&@"/$;"E=-$
$ lounded ln 1977, Amerlcan Lagle ls anoLher compeLlLor of 1he Cap, offerlng
cloLhlng Lo men, women and chlldren, as well as body producLs, shoes and accessorles.
Powever, much unllke 1he Cap, Lhere ls no real focus on famllles. 1he Amerlcan Lagle
llne ls LargeLed aL a younger audlence, ages 13 Lo 23, whlch cuLs ouL a slgnlflcanL porLlon
of 1he Cap's LargeL cusLomer.
1he fashlon also varles beLween LhaL of Amerlcan Lagle and 1he Cap - Amerlcan
Lagle has much less lnLeresL ln classlc or Llmeless pleces, and lnsLead hlghllghLs currenL
fads. Powever, wlLh producLs comparable ln quallLy and prlce Lo Cld navy, Amerlcan
Lagle sLlll earns a spoL as a rlval reLall sLore for 1he Cap.$ $
$
C)-.@.1D)&-$"/'$F&,@G$
$ Abercromble and llLch ls Lhe lasL of Lhe Lop compeLlLors, and appeals Lo a vasLly
dlfferenL sense of sLyle. Abercromble and llLch ls ofLen noLed for lLs lvy League
herlLage" and LasL CoasL LradlLlons." 1he cloLhlng llne ls clean, yeL rugged, All-
Amerlcan, buL prlcey.
Much llke 1he Cap, Abercromble and llLch offers cloLhlng for chlldren, several
fragrances, shoes, accessorles, and body producLs. Slmllar Lo Amerlcan Lagle,
Abercromble and llLch also dlrecLs Lhe lower end of lLs LargeL audlence aL adolescenLs
enLerlng hlgh school.
Lven wlLh Lhe chlldren's llne, Abercromble and llLch ls noL well-known for lLs
famlly appeal. 1he adverLlslng for Lhe sLore lncludes lmages of half-clad male and female
models, wlLh llLLle Lo no focus on young famllles. 1here ls also noL Lhe same push for
approprlaLe casual buslness wear as Lhere ls aL 1he Cap.



1argeL Audlence

5?-.?&-B$
$
Men and women, ages 18 Lo 33, en[oy acLlve llfesLyles. MosL are well educaLed,
and are elLher enrolled ln or prevlously graduaLed from a college or unlverslLy. 1he men
and women ln Lhls age caLegory wanL Lo express Lhelr lndlvlduallLy, en[oy Lhelr youLh,
and Lake advanLage of Lhe soclal scene. SLyle ls lmporLanL, because Lhe ma[orlLy of Lhls
dlvlslon of Lhe populaLlon has a hlgh level of self-esLeem and self-respecL. 1hey emlL
confldence and make declslons based upon Lhe brlghL fuLure Lhey envlslon for
Lhemselves. 1hose wlLh famllles are concerned wlLh Lhe safeLy and healLh of Lhelr
chlldren, and puL a hlgh lmporLance on famlly values. WheLher sLlll ln school, beglnnlng
a career, or sLarLlng a famlly, Lhls dlvlslon of Lhe populaLlon conslders Lhemselves Lo be
asseLs Lo our socleLy.

81/(<D-.($

!"#$%&'()*+,-.
Men and women ages 18 Lo 33
1hls age and gender group accounLs for roughly 30 percenL of Lhe unlLed SLaLes
populaLlon.
Lower mlddle class
1hls economlc class also accounLs for abouL 30 percenL of Lhe enLlre unlLed SLaLes
populaLlon.
MulLlculLural
1he Cap commerclals are known for hlghllghLlng men, women and chlldren of every
race and culLure.
lnLernaLlonal
ln addlLlon Lo Lhe unlLed SLaLes, 1he Cap has sLores ln Lhe unlLed klngdom, lrance,
!apan, Canada, eLc.

/,0+)$%&'()*+,-.
$Men and women lnLeresLed ln showcaslng Lhelr own personal sLyle
Clrl/8oy nexL door" wlLh a clean, classlc, All-Amerlcan sLyle
Plgh lnLeresL ln pop culLure, relnforced Lhrough 1he Cap's Lenny kravlLz campalgn,
Sarah !esslca arker campalgn, and use of oLher celebrlLles ln Lhe Lelevlslon commerclals
vlew fashlon as parL of Lhelr ldenLlLy
ueslre Lo look accepLable ln Lhe workplace yeL room Lo express fashlon Lrends
lace welghL on brand names and wanL Lo be parL assoclaLed wlLh lconlc fashlon
Would ofLen choose fashlon over funcLlon
noL afrald of bold color or qulrky Lrends
1ake prlde ln appearance and have a hlgh level of self-confldence

1*2",304",.'56.753"&",3,-.
.
?oung adulLs who are aLLendlng or have aLLended college
arenLs lnLeresLed ln fashlon for Lhelr chlldren
?oung couples and expecLlng moLhers preparlng for a new famlly
SLrong lnLeresL ln Lechnology, fashlon and pop culLure
CompuLer savvy and en[oy Lhe ease of onllne shopplng
8rand loyal and enLlced by speclal dlscounLs and card member coupons

SLaLemenL of Lhe roblem

1hough a well-respecLed name ln Lhe reLall lndusLry, 1he Cap conLlnues Lo face
Lhree ma[or challenges ln reachlng lLs LargeL audlence. 1he flrsL problem sLems from Lhe
lndusLry lLself. 1he reLall markeL ls so vasL LhaL consumers slmply have Loo many
opLlons. ueparLmenL sLores, lndependenLly owned bouLlques and oLher large chalns are
all capable of offerlng a slmllar producL Lo a slmllar LargeL audlence. 1he Cap musL
conLlnually Lhlnk of fresh, lnnovaLlve and lnLeresLlng ways Lo make Lhelr brand name
deslrable. WheLher Lhrough whlmslcal commerclals, Lhe quallLy of producL or speclal
dlscounLs, 1he Cap musL conLlnually sLrlve for creaLlvlLy and perfecLlon ln order Lo beaL
lLs compeLlLors. 1he reLall lndusLry has developed ln such a manner LhaL 1he Cap ls ln a
sLaLe of consLanL compeLlLlon for lLs share of Lhe consumers.
A second challenge 1he Cap faces ls Lhe currenL economlc recesslon. WlLh a
decrease ln dlsposable lncome, consumers are less llkely Lo spend Lhelr paychecks on
cloLhlng for Lhemselves. 1hls greaLly lmpacLs Lhe LargeL audlence of 1he Cap. Many are
amblLlous young adulLs, sLlll ln school or recenLly graduaLed, beglnnlng Lo seLLle down
and sLarL a career. WlLh such llmlLed [ob avallablllLy, many do noL have a budgeL for new
cloLhes. 1he recesslon also affecLs Lhe oLher porLlon of Lhe LargeL audlence - young
famllles. When parenLs are Lrylng Lo plnch pennles, whlle sLlll Lrylng Lo meeL Lhe needs
of Lhelr chlldren, Lhey wlll mosL llkely Lurn Lo a reLall sLore wlLh more reasonable famlly
prlclng, such as Cld navy, one of 1he Cap's Lop compeLlLors.
1he flnal problem 1he Cap sLruggles Lo overcome ls lLs percelved aLLlLude.
lnsLead of seelng 1he Cap producLs as Llmeless, classlc and of hlgh quallLy, some
members of Lhe LargeL audlence assume 1he Cap Lo be preppy," ouL-daLed and
unfashlonable for young adulLs. Whlle 1he Cap's aLLlLude of classlc comforL ls Lhe reason
so many consumers choose Lhe brand, lL can also be vlewed as a Lurn-off for oLher
consumers wlLhln Lhe LargeL audlence.




SWC1 Analysls

H,.-/E,G($
$
1he Cap offers an array of quallLy producLs LargeLed aL men, women, chlldren, bables,
and new moLhers.
As an afflllaLe of 1he Cap, lnc. brand, 1he Cap ls an exLremely esLabllshed and
repuLable name wlLhln Lhe reLall lndusLry.
1he Cap offers hlgh quallLy cloLhlng, boLh buslness causal and playful weekend wear,
aL moderaLe prlces. lL lands ln Lhe mlddle of Lhe prlce specLrum ln regards Lo
compeLlLors such as Cld navy and 8anana 8epubllc.
1he aLLlLude of 1he Cap ls one LhaL resonaLes wlLh a greaL porLlon of lLs LargeL
audlence. A classlc yeL qulrky, Llmeless buL youLhful look ls one LhaL many consumers
flnd appllcable ln Lhelr dally llves.
1he Cap offers Lhe same quallLy of goods aL dlscounLed prlces Lhrough 1he Cap CuLleL.
1he enLlreLy of 1he Cap's ln-sLore collecLlon can easlly be purchased onllne.
1he Cap remalns ln-Louch wlLh currenL pop culLure, ofLen lncludlng celebrlLles lnLo
Lhelr commerclals and offerlng new collecLlons of L-shlrLs by up-and-comlng arLlsLs.
1hrough lLs (8CuuC1) 8Lu llne, 1he Cap helps combaL Lhe flghL agalnsL AluS ln
Afrlca.

I-"J/-((-($
$
1he Cap's onllne webslLe ls llnked wlLh Cld navy and 8anana 8epubllc slnce Lhey are
all owned under 1he Cap, lnc. brand name. lL ls easy Lo sLray from 1he Cap homepage,
and Lherefore easler for consumers Lo purchase an lLem from one of lL's compeLlLors.
Some vlew Lhe brand equlLy of 1he Cap as a negaLlve. lnsLead of classlc comforL, some
consumers see 1he Cap as fashlon for preppy, snobby sLudenLs wlLh dlsposable lncome.
CuLleL sLores have a repuLaLlon for belng of lesser quallLy LhaL Lhe orlglnal flagshlp
sLores, whlch deflnlLely lmpacLs 1he Cap CuLleL.

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1he Cap can conLlnue Lo lncorporaLe pop culLure lnLo Lhelr adverLlslng campalgns.
Cne way Lo ensure youLhful appeal ls by hlghllghLlng celebrlLles LhaL well-represenL 1he
Cap brand name.
A ma[orlLy of Lhe publlc ls unaware of 1he Cap (8CuuC1) 8Lu cloLhlng llne and
campalgn. More aLLenLlon could be pald Lo markeLlng Lhls llne, so consumers have a
beLLer undersLandlng of Lhe campalgn agalnsL AluS.
8y hlghllghLlng campalgns such as (8CuuC1) 8Lu, consumers LhaL vlew 1he Cap as a
havlng a preLenLlous repuLaLlon mlghL form dlfferenL oplnlons abouL whaL Lhe brand
acLually represenLs.$
1he Cap can conLlnue Lo use soclal neLworklng slLes Lo Lhelr advanLage. 8y offerlng
Lhelr LargeL audlence lnformaLlon Lhrough lacebook, 1wlLLer, ?ou1ube and Lhe llke, Lhe
brand appears currenL and ls more appeallng Lo lLs LargeL audlence.
1he Cap can place more of a focus on adverLlslng Lhe ouLleL sLores Lo beLLer meeL
budgeL requlremenLs wlLhln Lhe currenL economy.$
$
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1he Cap ls compeLlng wlLh numerous reLall sLores all aLLempLlng Lo reach a slmllar
LargeL audlence wlLh slmllar goods.
1he Cap's moderaLe prlces appear hlgher ln Loday's sLruggllng economy.
lamllles no longer have dlsposable lncome.
1he fashlon lndusLry ls unpredlcLable, and Lrendy lLems move ln and ouL of Lhe
spoLllghL qulckly. 1he naLure of Lhe fashlon lndusLry puLs added pressure of Lhe
commerclal markeL Lo adapL Lhe fashlons for consumers Lo purchase aL moderaLe prlces.
1he compeLlLlon ls flerce, and collecLlons can easlly fall.