Guided by:- Mrs.

Pansy Parmar
Submitted by:- Akanksha, Anamta, Mukund, Sakshi, Shruti Jhunjhunwala,
MFM(2019-2021)

Communication
Feasibility Report
Launch of Athleisure Wear in USA by an Indian Brand.
 OVERALL ARGUMENT
It is feasible to launch Stretchery (Athleisure
Wear) in USA

Sub Argument 1 Sub Argument 3

Market share and Sales forecast and
Demand Supply Chain
Sub Argument 2
Target audience
and Pricing
&promotion
 Made with love in India
Socially responsible, forthright and sustainable fitness apparel.
Brainchild of Jeenie Madan and Nirali Mehta.
Stretchery, is a sustainable fitness apparel brand, unfurled in 2014, aimed
at making well- designed merchandises with ethical practices.

Designed to blend fitness into one’s lifestyle, the brand harmonizes

comfort, style, and conscience.

“The Stretchery “Rib”, the “S” shaped logo, of the brand indicates
movement and yoga postures.

With an ongoing growth of awareness and willingness among Americans

about leading a well balanced life, Stretchery do intend to grow there
eventually.
 • North America makes up an estimated 40% of all active wear
sales worldwide.

• Most active wear brands are overwhelmingly concentrated in

the United States, especially small-medium sized brands. The
exceptions are Nike, ASICS, Alo Yoga, and Puma.

• The active wear market is growing fast, thanks to the rising

awareness among younger adults, who are becoming more
health-conscious, seeking out fitness and wellness activities such
as gymming, sports, and yoga.

• The global active wear market is predicted to be worth $580B by

2025, at the current CAGR of 6.8%. The Women’s active wear
market is particularly hot, growing as fast as the active wear
category itself.
SOURCE- https://cdn.shortpixel.ai/client/q_lossless,ret_img,w_300/https://blog.pipecandy.com/wp-
content/uploads/2020/02/Global-active-wear-size-min-300x168.png
 We as athleisure makers support and promote
all those who are trying to change the
perspective and spread awareness of a healthy
body and a healthy mind.

UNMATCHED COMFORT

Comfort to help you breathe easy and help

you stretch better.

IMPECCABLE STYLE

Design with subtle details, so you can flaunt it.

PURE CONSCIENCE

Eco-friendly fair produce, crafted using 100%

organic cotton.
Introducing the company's product range for Men and Women
 CATEGORY- MEN SIZE PRICE DESCRIPTION
1. Relaxed Pocket Crew Neck Tee S , M ,L , XL $8
Crafted from pure and sustainable organic
cotton. A chest patch pocket underscores
the casual versatility of a crewneck T-shirt
cut from lightweight cotton jersey.

• Athletic fit with mid hip length

• 100% Organic Cotton
• GOTS Certified using eco-friendly dyes
• Wash Care -Tumble wash & Tumble dry
low
• Free Shipping across India

2. Eco Polo Tee S , M ,L , XL $10

Take comfort to another level in a
lightweight plain polo that you can wear in
the gym, while you’re running or even at
the office.

• Comfort fit with mid hip length

• 100% Organic Cotton
• GOTS Certified using eco-friendly dyes
• Wash Care -Tumble wash & Tumble dry
low
• Free Shipping across India
 CATEGORY - WOMEN SIZE PRICE DESCRIPTION
TOPS S, M, L, XL $7 - $20 A cool top with a bright print that speaks
about life itself. The open back and slightly
1. GO EASY TOP loose fit creates a breezy feel with more
2. FREEDOM COVER-UP TOP cooling as your body heats up.
3. BALANCE TOP • Comfort fit with mid waist length
• 95% Organic Cotton + 5% Lycra
4. STRENGTH TOP
• GOTS Certified using eco-friendly dyes
5. MEDIATE TOP
• Wash Care -Tumble wash. Tumble dry
6. NATURAL TONE V-NECK TOP low.

TANKS S, M, L, XL $7 - $20 Classic racerback in a classic color, this tank

comes with the standout print that you
1. ALL DAY TANK won’t go unnoticed. The classic cut and
allergy-free fabric deliver all-day comfort.
2. FEEL GOOD TANK
• Comfort fit with mid waist length
3. OPEN BACK TANK
• 95% Organic Cotton + 5% Lycra
4. BREATHABLE TANK TOP • GOTS certified eco-friendly dyes
5. MOVEMENT TANK TOP • Wash Care -Tumble wash & Tumble dry
6. LIGHTWEIGHT TANK TOP low

PANTS S, M, L, XL $16 - $24

High waisted ultra-soft breathable leggings.
1. ROOT LEGGINGS Bright color and soothing print on the
waist, these versatile pants were designed
2. STRETCH PANTS
to fit like a second skin, perfect for yoga or
3. TRINITY LEGGINGS
the gym.
4. GEOMETRIC CROPS • High rise fitted leggings
5. YOGA LEGGINGS • 95% Organic Cotton + 5% Lycra for perfect
6. COLOR BLOCK CROPS stretch
• GOTS Certified using eco-friendly dyes
• Wash Care -Tumble wash & Tumble dry
low
• Free Shipping across India
 With the emergence of the change in consumer’s demand,
the proclivity of American consumers is towards Athleisure or
Active wear, as its demand is augmenting, y-o-y.

• In the recent study of NPD Group, the insights reflected

the active wear accounts for 24% of total apparel industry
demand.

• The data of “Grand Viewer search” also, unfurl the

burgeoning market size of Athleisure in USA.

• Citing the report of “Fashionating World”, eco-

consciousness is active amongst consumers in USA, with
over 52% preferring the same in active wear. Words like
sustainable and recycled are increasingly being used in
Source-https://images.app.goo.gl/PK8GFbUd1SMcNQbt5 searches for athleisures.
• Athleisure is close to a $48-billion
industry in the United States alone.

• Anyone above 25 who aspires to or

is on the journey of working
towards a healthy and fit lifestyle is
our customer.

• A customer who along with being

discerning about design and quality
is also driven towards being
responsible to the environment and
what is affecting it.
 • Pricing for athleisure wear should be an average of already
present mass product brands in U.S

• The price should be an average of the price range for a

particular product. For example a pant ranges from $16 to
$24 depending on material used.

• On a later stage the brand can also target luxury segment by

updating the material technology and promotion.

• Promotion and brand engagement should increase when

introducing the brand. For this bloggers and content creators
can be hired. This would decrease the cost involved in
promoting a brand as approximately 50% cost involved is
promotional cost.

• Focus will be more on performance clothing as it contributes

to 11.4% then the sports inspired clothing which contributes
nearly 7.4% of the total athletic market share.
Source- https://encrypted-
tbn0.gstatic.com/images?q=tbn%3AANd9GcRTtfxW1HZETeX2viRcJPr
yvWOGX_UaqhxMfl-vMQM2x8th9X2W&usqp=CAU
 STRENGTHS-
• 100% Organic
• Sustainable products as well as, Ethical business practices

WEAKNESSES-
• Limited presence in developing markets
• Limitations in the product mix

OPPORTUNITIES-
• Increase presence in developing markets
• Can improve the product mix

THREATS-
• Tough competition by brands like Nike, Adidas, Reebok, etc.

• Rapid technological innovation

 Our share price have grown 5 times in last 10 years in
India.

As the demand for women elastic knit pants in US over

the years has been increasing constantly, there is a lot of
scope in the US athleisure market.

Past Performance
We want to be a reason to stretch your mind and body.

We want to be the reason for your conscientious STRETCH.

We aim to be socially responsible , forthright, sustainable yet fun brand for active
wear clothing.

Our commitment to the environment and the community around us makes us

the voice of the reason in chaos of modern day existence.
 ORGANIC SUSTAINABLE
Free of harmful chemicals Using premium fabrics
and pesticides. Preserves that are sustainable and
the ecosystem. doesn’t harm the
environment.

FAIR TRADE HIGHER

Manufactured in India by QUALITY FABRIC
a fair trade certified Higher durability of
company. All of the fabric. Good condition,
products are GOTS even after multiple washes.
approved.
• RAW MATERIAL PROCUREMENT – Alternative Textiles, Biotech
Innovations ( Alternative Fiber & Dye)

• SUPPLIER - The practice of collaboration and combination of resources

between manufacturers can help organizations reduce waste, cost and
environmental risks. For example, sharing modes of delivery can reduce
pollution by ensuring multiple half-empty vehicles are not sent out in the same
direction. Using tools to track sustainability efficiency.

• MANUFACRUTING- Automated Manufacturing ( SEWING BOTS, 3D-

Printing), Mend and Make new Repair and Reuse. Move towards being carbon
neutral , lean manufacturing.

• DISTRIBUTION- Give the customer a sustainable delivery option. Provide

with a ’SUSTAINABLE CHECKOUT’ option. Also including the
environmental causes NORMAL CHECKOUT would cause. Loading the
truck in DOUBLE DECKING order.

• PACKAGING – Reusable shipping bags, Using eco-friendly boxes.

According to our research and study it will be feasible to launch a sustainable and
organic athleisure brand in USA.

There will be significant growth in the active wear market in the coming years hence
increase in demand, creating opportunity for us to tap in the US market. As people are
opting for exercise, yoga and meditation due to multiple benefits, including stress relief,
flexibility, general fitness, and overall development of health.

Since the past decade, yoga and exercising have gained significant popularity globally,
especially in the United States. There are various brands, fitness and wellness
ambassadors who are trying to take it beyond the postures and stretches. But there is
still a lot of awareness that needs to spread.