CDM 402 Senior Project II

Stage 3

Business Idea Proposal

(Sukoon-Yoga clothing Brand)

Lena Dawad Khayat

118305003

Thursday, 6 April 2023

1. Introduction

The idea of Sukoon is first Sukoon means quiet and calm in Arabic. This project is to create a
new line of yoga clothes that will cater to the needs of modern yoga practitioner. The aim is
to provide comfortable and functional yoga clothes that allow ease movement and
flexibility, while still stylish and trendy. The line will include leggings, shorts, tops and
jumpsuits, all designed for yoga. The purpose is to create a new line of yoga clothes that are
not only stylish. Sukoon will display the collection in a Gym called Loca Studios which is
located in Saudi Arabia in Jeddah. It will be selling in the gym and the brand will have a
website that people can purchsase from. Sukoon will also have an app that will give people
the chance to customize the cuts that they want, for example if someone is insecure of a
part of their body, they can request from the app the cuts they want. also the idea of this is
some specific days the gym open for men and women in the same time so some would
prefer to cover some parts from their body so that's why this app would help them. And the
fabric will consist of sustainable and eco friendly for the ones who cares about clothes being
eco friendly and the usual fabric like cotton and polyester.

2. Problem
Yoga clothing is an essential part of the yoga experience. It not only provides comfort and
freedom of movement but also helps practitioners to focus on their practice without
worrying about clothing malfunctions or discomfort. However, many yoga clothes available
in the market today are either too expensive or not ethically made. Besides, they often lack
the necessary features, such as moisture-wicking and breathability that are crucial for a
comfortable yoga practice. Lack of specifically yoga clothes.
Some of them are not made with sustainable fabrics which can have environmental impact:
The fashion industry is one of the biggest polluters in the world, and traditional clothing
production methods use large amounts of water, energy, and chemicals. Sustainable yoga
clothes are made with eco-friendly materials and processes that have a lower impact on the
environment. Yoga is a practice that emphasizes mindfulness, self-awareness, and respect
for the environment. By wearing sustainable yoga clothes, you can embody these values and
deepen your connection to the practice. Second problem is health benefits: Many
conventional yoga clothes are made with synthetic materials that can trap sweat and
bacteria against the skin, causing irritation and even infection. Sustainable yoga clothes are
made with natural, breathable fabrics that are better for your skin and overall health.
3. Solution Offered

My yoga clothing line will address the shortcomings of the existing yoga wear in the market.
I plan to offer comfortable, durable, and functional yoga clothes that are made from
sustainable and ethically sourced materials. Our clothes will be designed to provide
maximum flexibility and freedom of movement, with moisture-wicking and breathable
properties that can enhance the overall yoga experience. We will also offer our products at
affordable prices to make them accessible to all yoga practitioners. My ultimate goal is to
promote the practice of yoga by providing high-quality, eco-friendly, and affordable yoga
clothing.Choose organic and natural fabrics like organic cotton, bamboo, hemp, or other
natural materials. These fabrics are grown without the use of harmful chemicals and are
biodegradable. Opt for recycled materials: Some yoga clothing brands use recycled
materials, such as recycled polyester made from plastic bottles or recycled nylon. This
reduces waste and helps to keep plastics out of the environment.

4. Initial Research Results

I have conducted a research, I started by defining my research question and identifying the
relevant sources of information. I began with a comprehensive literature review, searching
library databases and online resources to gather information on the topic. I carefully
evaluated each source to ensure its credibility and relevance to my research question. In
addition to the literature review, I also conducted interviews with subject matter experts to
gain insights and perspectives on the topic. I then analyzed the data using appropriate
statistical tools and techniques to identify patterns and trends. Finally, I synthesized the
information and presented my findings in a clear and concise manner in a research report,
citing all sources using the appropriate citation style guidelines. Throughout the research
process, I remained ethical and transparent, ensuring that my research was conducted with
integrity and that the privacy and confidentiality of participants were maintained.
4.1. Literature Review

İn my first research article was about “Research on Pressure Comfort of Yoga Suit and
Optimization Scheme of Pattern Based on CLO 3D Software” it is basically taling about the
increasing popularity of yoga among women and the importance of comfortable yoga
clothing. The authors mention previous studies that have used pressure sensors and virtual
measuring software to analyze the pressure and comfort of yoga clothing. The paper then
presents their own study, which uses the CLO 3D virtual clothing pressure tool to measure
the pressure of yoga clothing under different wearing states. The authors aim to optimize
the pattern of yoga clothing to improve its pressure comfort based on the principle of
minimum average pressure.

4.2. Expert Opinion

First Interview:
Mohammed Nehmi, BAU, Industrial engineer – business management. 05313864218.

On my first interview was with Mohammed Nehmi, who studies industrial engineer and
business management, which helped him cave his way in the commerce field building by his
own brand selling. I started off with me introducing myself and him introducing himself. I
have explained to him the idea of my project, what is the project is about and what it will
provide and about how it will be selled which by displaying it in the gym, website and by the
app. I have asked him if the busniness plan is feasible and to be specific is the app feasible?
He have answered with After him hearing the brand idea he believes launching an app could
take turn later on after successfully running the business for a while which will strengthen
the process of building a community of yoga enthusiasts, but having the app could
eventually take the business to the next step and generate more money with your built-in
features, which basically he means it might be too much for a startup becasue it will cost, so
he believes doing that later on after being able to afford it is a better idea. This feedback will
make me take that into consideration becasue it does make sense. Secondly i have
explained the problems which includes how usually yoga clothes are always too expensive
and not ethically made, and how most of yoga clothes are made with the wrong fabrics
which can cause moisture and by time it would lead to infections, and explained how Saudi
Arabia lack of yoga clothing stores. Then after that i added the solutions which they are
offering affordable prices to make them accessible to all yoga practitioners. My ultimate
goal is to promote the practice of yoga by providing high-quality, eco-friendly. Choosing
organic and natural fabrics like organic cotton, bamboo, hemp, or other natural materials.
These fabrics are grown without the use of harmful chemicals. Then after sharing all these
informations, asked him if he thinks that would make my brand be desirable, will people
need it and will it be profitable? He have answered with A yoga brand in a market with short
to none local brands competition is a really great idea specially after taking into
consideration the uprise of the market economically and the development that Saudi Arabia
is proving day by day.

Second Interview:
My second interview is with Hend. BAU, Media production-stylist. 05342026892.

I have conducted an interview with Hend by recording. Hend is 26 years old. She works in
the media production sector and also as a stylist on sets basically she is responsible to get
people dressed on advertisements and movies, series etc. After intorducing her self i have
gave her the information about the brand idea first and then asked her as a stylist do you
see this idea of giving people the chance to customise their own cuts is desirable? She have
answered with, Yes and she do believe so because she faced that when she wanted to shoot
an advertisement that had yoga in it and the actress or the model who they got would not
feel comfortabel with certain cuts. She have explained that this is a really good idea and that
would benefit them as swell as stylist this would save so much effort for them, they can do
whatever the model request easily. Then i have discussed the problems and solutions with
her and told her if she encounter such issues? She answered with, Yes and specially the
fabric part, it’s as well for her job she will have to look if this outfit is good for camera. As
well they can get leggings easily but when it comes on camera it’s not always nice to see it
on camera some details it shows in camera the suing the fabric itself and about the sweating
part, yes it is a problem in her field, it is a problem because they work for so many hours.
Then i shared the solutions and she responded with, They are doable and very helpful
because people now are more aware for what’s best for them and they are looking what’s
best for them they don’t just accept anything anymore people actually search things they go
through the type of fabrics they want to make sure that they are paying and getting
something in return, too many brands are just designing sport clothes and calling them
sport clothes for nothing, just selling the idea not the actual product. So she really do
believe that yes it’s is doable and she thinks people would purchase such a brand like mine
and they would target me because they would want to know what they are spending their
money on. She also added that i can easily market my brand in the media field and ask for
sponsoring my brand and ask them to advertise the brand so this is a plus plus, and would
be known faster and when you deal with one location and one director it would be easy to
spread in the field. That was the end of the interview.

Third Interview:
Beata, BAU,

5. Business Model
Here, you will describe your business model using the data you gathered from
literature, Internet, and SMEs. On this stage, you do not have some critical information
because you have not performed a thorough research, yet. That’s why you might not answer
some of the questions in the following paragraphs. Erase the questions and explain your
answers in a narrative form.

Refrence

Wellness Creative Co. (2023, March 10). Yoga Marketing Plan PDF Template & How-To

Guide [With Examples]. https://www.wellnesscreatives.com/yoga-marketing-plan/

Lorincz, N. (2023, January 27). Alo Yoga Marketing Strategy: How They Scaled to $247M in

Revenue - OptiMonk Blog. OptiMonk - Personalize. Monetize. Optimize.

https://www.optimonk.com/aloyoga-marketing-strategy/