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Universidad Autónoma de Nuevo León

Facultad de Contaduría Pública y Administración
Licenciatura en Negocios Internacionales

Producto Integrador de Aprendizaje.

UA: Mercadotecnia Internacional

Grupo: 2Ii Equipo:7

Integrantes:
Castro García Yosseline Grisel 2106572
Gámez Alejo Gabrielle Juliette 2111421
Hernández Vera Paulina 2115379
Loera Garza Dainna Sayuri 2089364
Matamoros Sifuentes Eliot Axel 2026988
Ruelas Moreno Erinn Dennise 2099957

03/05/2024
 Index
Introduction………………………….……………………………….……………….02
Product………………………………………………………………………………...03
• Name…………………………………………………………………..…..03
• Slogan……………………………………………………………………...03
• Characteristics ……………………………………………………………03
• Packaging………………………………………………………………….04
Marketing environment……………………………………………………………….05
Target Market………………………………………………………………………….06
Marketing research…………………………………………………………..……….07
• Defining the problem…………………………………………………..….07
• Analyzing the situation………………………………………………..…..07
• Getting problem-specific data……………………………………..……..08
o Segmentation…………………………………………….………..08
o Surveys…………………………………………………….……….09
• Interpreting the data………………………………………………………11
• Solving the problem………………………………………………….……11
Distribution..………………………….………………………………………….……12
How will we get the product…………………………………………….………..…..13
• Why………………………………………………………………………....13
• Steps to obtain the raw material for our product……………………….14
How are we going to sell…………….………………………………….…………….15
• Why…………………………………………………………….……………15
Promotion…………….…………………………………………….………………….16
Personal Selling.….…………………………………………………………………....17
Sales promotion…….……………….…………………………………………………18
Advertising………….………………….…………………………………………….…19
• Traditional…...…………….……………………………………….…...…..19
• Digital………………………………….….……………………….…..…….20
Public relations……..….………………………………………………………….……22
• Sponsorships……………………………………………………………….23
Direct marketing………………………………………………………………………..24
Price………….……...……………………………………………...……………..……25
Conclusion………….………………….………………………………………………..26
Bibliography………….………………….………………………………………………29
Annexes………………………………………………………………………………….30

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 INTRODUCTION
Marketing is the process of promoting a product to make the customer feel the
pleasure of buying it. Marketing is the process of researching a market, providing
value, and satisfying the customer while aiming for profit. The digital environment
has fundamentally altered how consumers and businesses interact and relate. It is
becoming more common to use various channels to inform us before purchasing a
product. The introduction of new marketing and communication channels has
increased the number of contact points between the client and the company, as well
as among the consumers themselves.

We will be introducing a clothing store for men, where they can find types of clothing
for any urban-style event. Our clothing store is dedicated to meeting the needs of
Houston's urban community through our mix of fashion trends and individuality. Our
clothing will be a perfect option for those who seek to express themselves through
their clothing in an authentic way and with personality.

Despite the various fashions that exist in Houston, there is one space in the fashion
industry that is minimally recognized: the need for an urban-style clothing store. The
current offering of clothing stores in Houston does not always reflect the urban
culture of its population. This report describes the development of TEESTYLE shirts
as a product and service.

Tees-tyle, a burgeoning player in the graphic t-shirt industry, is redefining distribution

and sales strategies to establish a global presence. Situated in the heart of Houston,
Texas, Tees-tyle sources its premium quality cotton shirts from Aviva Wholesale,
leveraging competitive wholesale prices to maintain a competitive edge. With a keen
focus on direct distribution channels, Tees-tyle ensures a seamless customer
experience, both online and in their inviting physical store.

The decision to procure raw materials from Aviva Wholesale stems from meticulous
research, highlighting their superior quality and cost-effectiveness. By securing
negotiated prices of $2.45 per shirt, Tees-tyle optimizes its profit margins while
delivering exceptional value to customers, surpassing competitors priced at over $5
per unit. Tees-tyle’s distribution strategy transcends traditional boundaries,
embracing the vibrant culture of Houston to weave a narrative of urban artistry and
diversity.
The allure of Tees-tyle’s physical store lies in its embodiment of Central Texas
hospitality, where customers are greeted with personalized service and a curated
selection of graphic t-shirts. Meanwhile, the online store extends Tees-tyle’s reach
globally, ensuring accessibility and convenience for customers worldwide.

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Our graphic T-shirts have become an expression of style and personality for our
customers. To maximize reach and increase sales, we have created a
comprehensive strategy that includes several marketing areas. Through personal
demonstrations, testimonials, and a customer-centric approach, we strive to build
real relationships and foster brand loyalty and sales promotion we create attractive
offers to increase demand.

Our campaign strategy aims to encourage purchases and create urgency among
consumers and in our search for how to sell more we found digital marketing online
presence is essential. Through our websites, social media and email campaigns, we
share relevant content, showcase our models and encourage interaction with our
customers.

For our product to be successful, we must choose our relationships, these

maintaining a good reputation is essential. We strive to build strong relationships
with the media, bloggers, and opinion leaders. Positive reviews and strategic
collaborations help us strengthen our brand image.

In short, our graphic T-shirts are a fresh and authentic option for those who want to
express themselves through fashion. In this report, we examine each of these points
in detail and evaluate their impact on our overall strategy.

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 Product: Graphic T-shirts
• Name: Tees-tyle
• Slogan: Your style, our tees: Tee style.
Our brand offers graphic t-shirts with already
established designs, but we also have a
customization service according to the tastes of
each client from collar styles, accessories, and
designs.
Our core belief is the transformative impact of
positivity, achieved through exceptional products.
Our high-quality offerings, crafted and
manufactured in the Philippines, embody unique stories and personalities. We are
born from a desire to share core values and our ultimate mission with you: to
encourage you to embrace your style!

• Characteristics:
Fashion and the T-shirt industry are intrinsically linked. T-shirts are fashionable items
that reflect the personality and style of young adults in Houston. Fashion trends are
influencing the t-shirt industry, with the demand for sustainable, functional innovative,
and technological design options.
We offer high-quality t-shirts made of cotton with laser printing, and sizes range from
XS to XXL to reach a wide range of audiences and maintain the quality of our
products.
Our price ranges range from 45 dollars to 65 dollars depending on the needs of our
clients (making them accessible to our type of audience).
We would have t-shirts with already established designs, as well as personalized
designs if the client wishes to be able to reach a larger audience with different types
of fashion.

Our product aims to attract mainly extroverted clients, people who have an
extravagant lifestyle,

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 • Packaging:

With our packaging we try to demonstrate that our brand is quality, giving us prestige
and making our buyers a complete experience.

For purchases that are national shipments, the product would be packed in boxes.
While for direct purchases at our store, the product would be packaged in bags.

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 Marketing environment.
Houston is the largest city in the state and the fourth largest in the country, so
perhaps it is its size that influences the dynamism and attracts large companies and
tourism. Besides Houston, it is one of the best and best-known destinations for
clothing shopping.
• Cultural: Houston has a multicultural population with a large and growing
international community where certain types of style predominate, such as
the so-called opossums, fake cowboys, Hispanic, African American,
American people, etc.

Among them, is a group of people who like to get together and hold car shows
where young people between 15 and 30 years of age exhibit their cars and
this environment has great characteristics for young people to express their
style and seek to stand out. We considered using this widespread massive
event in downtown Houston to our advantage.

• Social: Houston has an active visual and performing arts scene in the District
Theater and is one of the few American cities that offers resident companies
in all major performing arts, this would be beneficial for our product as it would
allow us, we focus on conveying personality through their outfits and how they
can best express themselves.

Another one of the strong points of our type of business is that people mainly
see Houston as a destination where they can buy quality clothing like the ones
we sell.

• Legal: Houston enjoys low-tax shopping. Also, we try to avoid controversies

by avoiding designs that incite hatred towards the nation or ethnic groups.

• Technology: In Houston, most teenagers use social networks, so we will use

social networks in our favor to publicize our services and unique styles.
• Economic: The economy perceived in Houston is strong. People who decide
to start a business in this town usually have excellent results. And since our
product is focused on young people with an average income, this gives our
product a great opportunity to prosper.
• Competence: We identified these brands as our possible competencies
o Wisdumb
o Sirah
o Petty cash
o Lavish Saint
o Sporty & Rich
o Zara
o Three of them are local brands.

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 Target Market
Our target market is centered in the city of Houston Texas, our target audience is
men with approximately aged between 15 to 25 years, the characteristics that we
mainly highlight in our buyers is the taste for casual fashion such as the style of
graphic t-shirts. that have an average economic income accessible to almost most
young people.

Location Age Gender Characteristics

Houston TX 15 - 25 Male Casual fashion.

For young men.
Average
socioeconomic level.
Men interested in urban
style.
Men who like graphic
designs on T-shirts.

Marketing research:
• Defining the problem:
Our product is mainly aimed at young men between 15 and 25 years old with an
income accessible to most of the young people, culturally speaking some events
benefit us such as car shows.

Car shows are events where people take their cars and show the best features that
their car has, either external or internal parts of the car. The type of clothing at these
events is urban style, garments with graphic designs, prints, and vibrant and flashy
colors. Men who wear these types of garments are looking for something
comfortable but at the same time authentic, garments with which they can show their
personality through what they wear.

People interested in buying clothes lack online shopping options for this type of
styles and it is often very difficult to make purchases online with distributors that do
not have a website.

In Houston, they are used to the heat, but they are also interested in maintaining a
good style when dressing. Many men choose to wear outfits that show their tastes

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but without being hot, so within these needs, they seek to maintain a fresh and
unique style in their daily lives.
A large part of the consumers we target tend to make purchases online very regularly,
and within the city of Houston, there are not many stores that offer this type of service.

• Analyzing the situation:

In Houston, there has been an increase in these types of festivals, and the people
who usually attend these events lack appropriate clothing to wear due to the lack of
stores or venues that sell appropriate clothing for this type of situation.

By consulting Men's Shopping magazine, we can see that most of the men's clothing
stores in Houston are casual/elegant style and formal wear stores. In these types of
stores, there is little or no variety of clothing that men who attend street events such
as car shows are looking for, and that is why Houston needs stores that are
appropriate for urban-style people.

We can also see large concentrations of people who in their daily lives notice that
this type of style is a boom, going so far as to generalize a certain group of people
for this style.

• Getting problem-specific data:

Much of our Twitter-based research shows signs that people in Houston are looking
to express their ideas through what they wear, or some people are looking to dress
in a way that doesn't make them look ridiculous, which people believe is becoming
embarrassing.

Some people are looking for quality graphic t-shirts at a price that is affordable for
their type of income, since generally, this type of service that we offer is usually
expensive to purchase in large quantities.

• Segmentation:

According to surveys carried out in 2015, 40% of the men surveyed have an interest
in fashion, around 5 years there was an increase of 10% in men's interest in fashion.

Data from 2021 show that online sales accounted for 14% of men's clothing sales,
and also show an accelerated increase in Houston's population.

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According to Euromonitor magazine (2015), most men's clothing sales, 15% of the
garments sold, are casual t-shirts, with an increase of 26%.

Data shown by Lifestyle Monitor magazine in 2015, a large part of young consumers
between 20 and 30 years old prefer to opt for designs from contemporary emerging
brands. Also, what consumers look for most is quality and comfort in garments.
o Surveys:
Within the surveys carried out we found that...

Wath kind of shirts do you wear?

Basic t-shirts Graphic t-shirts

How often do you buy new t-shirts

Every month Two times per month Every six months

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Do you like wearing graphic t-shirts?

Yes No

How much do you spend on your t-

shirts?

15 - 25 26 - 40 41 - 90

Would you wear t-shirts made with

recycable materials?

Yes No

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 In Houston, Where do you buy your t-
shirts?

Mall Other

• Interpreting the data:

The survey results showed us some trends in T-shirt preferences and buying habits
in Houston. The majority of people who answered preferred T-shirts with graphics,
indicating strong demand in the local market. This preference for graphic T-shirts
may reflect the personalities and personal expressions of Houstonians and may
influence the product offerings of local stores and fashion brands.
In addition, the frequency of purchases varies, indicating that a significant proportion
of consumers intend to purchase T-shirts on a regular basis.For graphic shirts, the
results show that most people prefer this clothing option, which may affect demand
in the local shirt market . The preference for graphic T-shirts may reflect the
personality and personal expressions of Houstonians and influence the product
offerings of local stores and fashion brands.In terms of consumption, we note a
different sound distribution .This suggests that respondents are willing to invest in
quality T-shirts , perhaps reflecting the city’s emphasis on fashion and quality of
materials. The willingness to spend on quality products may also indicate a shift in
attitudes toward consumption, with an even greater emphasis on sustainability and
long-term value.In terms of sustainability, the results show that Houston T-shirt
consumers are becoming more environmentally conscious.
This suggests that attitudes towards fashion are changing and more and more
people are concerned about the environmental impact of their clothing choices. This
environmental awareness may influence purchasing decisions and increase demand
for sustainable shirts made of environmentally friendly materials.
• Solving the problem:
Based on our results, we concluded that the main problem that our product would
have would be the materials and prices since we saw that there were people who
would not use t-shirts made of cotton and that there were people who would not be
willing to pay the prices we had in mind. We would solve these problems in the

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future by making t-shirts from different materials and adjusting our prices depending
on the response that customers have with our product. So our strategy will focus on
addressing these critical issues. We plan to introduce t-shirts crafted from a range
of materials, catering to diverse preferences and ensuring a broader appeal. As well
as we understand the importance of pricing flexibility. Therefore, we are committed
to monitoring customer response closely and adjusting our pricing strategy
accordingly. By staying tuned to market dynamics and customer feedback, we can
refine our product offerings.

How will we get the product?

At tees-tyle we look for the best options for our shirts, after researching and informing
ourselves of all the options, we chose the best one for our store. Our supplier is the
Aviva Wholesale store, using B2B sales, which means that the wholesaler acts as
an intermediary between the manufacturer and the retailer. We selected this store
because it has the best wholesale prices, and the cotton shirts are of excellent quality.

The negotiated prices were 2.45

dollars per shirt, which is cheaper than
the other options for whose prices
were upwards of 5 dollars.

The location of the store is Harwin Dr.,

Houston, TX 77036, United States.

After obtaining the raw materials for our product, we begin printing our designs and
brand to have counter sales options, also promoting our other type of customization
service depending on the customer's preferences.

Why?

Choosing to buy t-shirts wholesale offers several significant benefits to our company.
By purchasing in large quantities, we can take advantage of lower prices per unit,
which improves our profit margin and competitiveness in the market. Additionally, by
having access to a wide variety of styles, colors, and sizes, we can meet the needs
and preferences of our customers, which increases sales potential. We also believe
that consistency in material and workmanship quality, coming from a single supplier
(Aviva Wholesale) helps build our customers' trust in the brand and ensures a
satisfactory shopping experience. Purchasing in bulk will also save us time and effort
by reducing order frequency and simplifying inventory management. Additionally, by

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having a constant supply of t-shirts in stock, we will be able to offer more flexible
customization options and be better prepared to meet customer demand on time,
helping to improve customer satisfaction and build brand loyalty.

In short, we chose this means of wholesale purchasing because we noticed that it

provides a solid foundation for the growth and continued success of our company in
the international market.

Steps to obtain the raw material for our product.

Our main supplier will be Aviva Wholesale, a store for wholesalers dedicated to sales
of textile products.
Aviva Wholesale is the best place to buy wholesale and retail items for our custom
apparel business.

Our provider is located near downtown Houston which makes it easy to obtain the
materials needed to customize our products.

• First, once we have defined our supplier, we contact them.

• Then we review the products that we need and that best suit us for our brand.
• Now we start to make the order based on our needs.
• And finally, once we have the final price of our order we coordinate the date
and place of delivery

How are we going to sell?

Our type of distribution channel is direct.

Why?
Having a direct way of selling to our customers, we have better control over the
customer experience, a higher profit margin, direct communication with customers,
and greater branding capacity. Having a direct distribution channel also implies
having greater investments, especially in marketing and that is why we also have an
online store with international shipping, since this way we can have more reach to
consumers outside of Houston.

• Consumers will be able to buy in our local store where there will be a greater
variety of models and personalized attention.

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 • If consumers are not able to physically go shopping, they can go to our
website where we will have different varied models available with international
shipping.
• For us it is important to have our means of transportation for national orders
placed from the online store, as well as to restock products in our physical
store.
• We also opt for this channel to have more effective management of quality,
delivery times, and customer experience.
• In addition, direct channels usually involve lower costs compared to indirect
channels, which include intermediaries such as distributors or retailers.
Our physical store invites you to enter a world of selected t-shirts and personalized
service. Meanwhile, our online website ensures that customers near and far can
enjoy the same pleasant shopping experience from the comfort of their homes. Our
physical store radiates warmth and character, with rustic displays showcasing our
finest collections. Friendly staff members are always available to offer
recommendations and help with any inquiries. It's a place where customers can
immerse themselves in the essence of Central Texas hospitality while discovering
exceptional finds. Meanwhile, our online platform extends our reach beyond
geographic boundaries. We prioritize the user experience, ensuring that browsing
our website is as engaging and enjoyable as entering our physical store. What sets
Tea Style apart is our commitment to community and sustainability.

MIX PROMOTION & PRICE

In an increasingly visual and connected world, effective brand advertising is essential
to stand out in the marketplace. Our graphic t-shirts have become an expression of
style and personality for our customers. To maximize reach and increase sales, we
have created a comprehensive strategy that includes several marketing areas.
Below we explore how we use the following key points.
Personal selling: our sales team plays a vital role in direct contact with customers.
Through personal demonstrations, testimonials, and a customer-centric approach,
we strive to build real relationships and foster brand loyalty.
Sales promotion: we create attractive offers to increase demand. Our campaign
strategy aims to encourage purchase and create urgency among consumers.

Advertising: Our advertising focuses on emphasizing creativity and originality in both

traditional and digital media of our T-shirts. We try to capture the attention of our
target audience through magazine ads, billboards, and social media campaigns.

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Traditional marketing: we use local events, trade shows, and collaborations with
influencers to increase our visibility. Attending fashion shows and working with
influencers allows you to reach new market segments.
Digital marketing: online presence is essential. Through our websites, social media
and email campaigns, we share relevant content, showcase our models and
encourage interaction with our customers.
Relationships: maintaining a good reputation is essential. We strive to build strong
relationships with the media, bloggers, and opinion leaders. Positive reviews and
strategic collaborations help us strengthen our brand image.
Direct marketing: we use personal emails and text messages to inform our
customers about new launches, exclusive offers, and special events.
Pricing strategy: our pricing policy is based on offering exceptional information and
value-added product proposals to our customers without compromising quality. We
seek a balance between accessibility and exclusivity.
In short, our graphic T-shirts are a fresh and authentic option for those who want to
express themselves through fashion. In this report, we examine each of these points
in detail and evaluate their impact on our overall strategy.

Personal Selling

The reason why we decided to have specialized personnel is because it instills more
confidence in the customer, making the sale more feasible. The self-confidence
combined with the passion that it transmits incites the customer to buy.

If we are selling clothes, we must know the type of product we are selling, the main
fabrics of the garments and the style of the collection. Our salesperson knows how
to make a study of the customer, how to analyze the typologies and morphology of
their bodies, how to correct body or image defects with the garments we have in
store and know the color theory to know how to combine fabrics, prints and colors.

The best than anyone can provide optimal service to those who visit our physical
store, as our brand promises a complete customer experience in which any need
you want to cover, as well as any design you want or need in the product
specifications can be satisfied and get not only a complete experience but the
service is of the highest possible quality and meets your expectations. In addition to
that our specialized personnel know how to be, know how to listen to the customer's
needs, be friendly, say the right things, do not show the need to sell and always show
a big smile.

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The reasons for not preferring a normal seller are that we want to comply with a
method that gives us confidence and security when buying and that our experience
with the brand will not be completely complete if the staff is not fully dedicated or
does not know and understand the product.

Our staff is described this way:

• Managers: A manager of a company is responsible for leading and

supervising a team or department to achieve organizational objectives, also
their responsibilities may include strategic decision-making, planning, and
coordinating activities.
• General Clerks: Provide the best possible customer service by making sure
to provide support for the customer's personal shopping needs in our store,
thus delivering a welcoming and attentive experience in our store. For
example: Ensure that the customer finds their desired item according to their
comfort levels such as size, item color, or design.
• Warehousemen: They are responsible for maintaining inventory, sorting
products and preparing them for shipment, loading and unloading
merchandise, and making sure that the al, verge is clean.
• Cashiers: Cashier personnel are responsible for handling financial
transactions, such as collections, and payments, and the proper recording of
all transactions made at the cash register. They are also responsible for
serving customers and ensuring that transactions are carried out accurately
and securely.
• Reception: They are the visible face of the company, as they welcome visitors
when they enter the business and direct them courteously and professionally,
in addition to handling phone calls and emails that may arrive on our social
networks. They also maintain the security of the entrances and provide basic
information about our company's services.
• Delivery: They are responsible for delivering products to customers at their
designated locations, this may be by delivery vehicle, and ensure that the
products arrive in good condition and on time.

Sales Promotion
Promoting sales of our product is of great importance since it helps us stand out in
the market, attract potential customers, establish loyal connections, and generate
sales.
Among the incentives for our clients, we have the following ideas:

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 • Coupons: We will handle different types of coupons; the most recommended
coupon would be an accumulative points card. The card consists of giving it
to the client the first time they visit us and stamping the day they went, and
every day they visit us and buy a product, they are given another stamp, when
they reach 10 stamps, they get a free product.
• Price off: Within the business, we will send discounts every certain end of the
month with the purpose of making it a habit for people to buy several of our
products en masse and for our last products in inventory to run out.
Implementing discounts on our products can help us attract new customers,
increase sales, and liquidate inventory, it will also attract clientele and
generate trustworthy ties with new designs and product launches to maintain
our competitiveness in the market.
• Sales contests: Choosing this type of promotion will help us increase the
visibility of our brand, interact with the audience, focus attention on the most
notable products, and help us have a better brand perception with our
customers, as well as reinforce the loyalty of the clients.

Advertising

Traditional:

Traditional marketing includes activities such as placing posters at specific points,

distributing brochures, and participating in events. We use traditional marketing to
establish personal relationships with customers in our physical stores and participate
in related events.

• Strreets: We would paste posters with a striking decoration where you can
see the type of clothing we sell in the areas near different car shows in
Houston, this would help us to attract the attention of people who are passing
through the events.
o Billboard
o Posters
o Panoramic

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• Radio: We would pay fees for the advertising space and airtime that radio
stations typically have. To reach our target audience, algorithms that
determine the placement of ads would help us, based on data such as the
target audience, geographic location, etc.

• Sponsors of a car of the Panamerican

race: The Panamerican race has
approximately 70 pilots and lasts 1 week,
it goes through most of the countries from
the United States to Mexico, its great
popularity would be very beneficial for our
company, that is why we want to sponsor
one of the pilots of the race to take our
brand and make us more known.

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Digital:

Our digital advertising strategy is taking advantage of social networks to interact with
our audience, share inspiring content, and promote our latest collections. In addition
to including our ambassadors (influencers) within our publications and with the idea
that they advertise the brand to help us expand.

• Social networks: our company will have social networks, we consider that in
which we would grow the most are Facebook, Instagram, TikTok, and X, since
in these applications there is a much more public age range that we seek to
attract to our company, creating potential customers.

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 • Ads on YouTube: We want to put ads on YouTube videos, the ads that we
would put would last approximately 10-15 seconds, and you would see our
main information (where we are located, what we sell, our social networks,
etc.) To attract people's attention without boring them.

Public Relations

Green marketing:

Our green Marketing strategy is to

organize a car show with brand
ambassadors immersed in the
ecological world and who have
reached out to our audience, who are
Leonardo DiCaprio and Emma
Watson, to publicize our importance
and vision. to the ecological
environmental issue of the
sustainability of our products to talk
about the importance we give to these social issues and while internet users, as well
as followers of these actors, can see us and consider supporting our cause by
purchasing in our store.

We choose to use green Marketing to emphasize the environmental benefits that our
product has and raise the values of our brand focused on the environmental
responsibility that we have within the textile industry.

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The image we want buyers to get from us is that we are not only focused on revenue
and profits, but with this sustainable marketing, we achieve the bottom line, such as
reducing the use of fossil fuels or adopting greener energy sources.

The objective of this event is to make ourselves known, expose our products, talk
about the issue of sustainability and its importance, and well as for consumers to
adopt our motto and see the ecological side of our brand.

Below are some strategies we will implement to promote our eco-friendly and
reusable t-shirts.

• Communicate correctly and authentically our ecological proposals.

• Ensure that the public is aware that our actions support our ecological claims.
• Use eco-friendly designs on our t-shirts, starting with the printing colors.
• Evaluate and minimize the carbon footprint of our brand.
• Share and promote the importance of ecology to our clients.
• Collaborate with other like-minded brands and companies on sustainability
issues to expand our reach and create synergy.

Ambassadors in the Green Marketing Strategy:

• Emma Watson:

It is part of the “Pure Threads” fashion line, which makes garments with
environmentally sustainable products.

Support People Tree, a well-known fashion brand that designs ecological clothing.

• Leonardo DiCaprio:
DiCaprio also serves on the board of directors of several environmental protection
organizations, such as the World Wildlife Fund, Natural Resources Defense Council,
International Fund for Animal Welfare, Pristine Seas and Oceans 5, and is an advisor
to the organization The Solutions Project, dedicated to extending the use of clean
and renewable energies.

By having ambassadors with a history of promoting ecology, we seek to ensure that

our brand is perceived as sustainable and ecological, emphasizing our objective of
being a company that is the least harmful to the environment.

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Sponsorships:

• Red Bull Colab: The Red Bull brand has been very involved with car events,
races, professional racers, sponsorships, etc. That's why our idea is to make
a collaboration with this brand. We would make t-shirts with the Red Bull logo
or something allusive to their brand in exchange for them promoting us.

• Influencers: We are looking to attract is highly influenced by social networks,

which is why we plan to pay influencers who are interested in car shows or
cars in general to advertise our brand.
o Cody Walker
o Hasbulla

Direct Marketing

Direct marketing will allow us to establish relationships with potential future

consumers, promoting our product and services in a personalized way considering
their interests and consumer habits through channels such as email and text
messages.

We will use emails and text messages to communicate relevant information about
our product.

• The first step of our strategy is to use the function of buying emails, we see
this option as very possible thanks to the Oddo application that will make it
easier to obtain open-source emails.
• As our business begins its functionality, after each purchase our customers
will be asked for their emails so that they can obtain the latest news about our
products, campaigns, and collaborations so that we have good and organic
advertising dissemination.

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Price

Establishing a sales price is essential for our business.

These are the expenses that we estimate and consider when establishing our sales
price per unit:

Raw material $2.45

Cost of production $10

Packaging $1

Product cost $13.45

FIXED

Printing $1.25
Rent 0.18%

Public services 0.255%

Wages 9%

Total $27.68

Publicity 0.09%

Sponsorship 0.36%
Web design 0.12%

Logo design 0.23%

VARIABLE

Patent 0.54%

Custom Printing $5

Cost per unit $33.93

Market price $60

Profit $32.32

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The first step to identifying the price is to take the average of our product, for example,
the cheapest t-shirt is 45 dollars, and the most expensive t-shirt is 75, for that, we
take the average of the best-selling one, which is the one for 60 dollars, and from
there we get how much profit margin we have per unit sold if in a month we sell 5000
t-shirts we find that the average is 60 times 5000 they give us 300,000 dollars per
month, now we divide between the percentages of the fixed and variable costs of a
month's rent, for example, The rent of the premises tells us 0.18 of the value of a
unit coming and so we take the other percentages and add them so that we get an
amount of the cost that it gives us to generate a unit and know how much is the profit
margin we have.

CONCLUSION

In summary, our project introduces a clothing store focused on offering urban

clothing options for men, specifically designed to meet the needs of Houston’s urban
community. Our brand, Tees-tyle, specializes in high-quality graphic tees, with
custom design options, spanning a wide range of sizes and affordable prices.
In analyzing the marketing environment, we identified key opportunities, such as
participation in mass events in downtown Houston and the city’s rich cultural and
arts scene. In addition, the strong economic backdrop and lack of direct competition
in the urban fashion segment provide us with a solid foundation for success.
Through extensive market research, we have identified our target audience,
understanding their preferences, needs, and buying behaviors. In addition, we have
developed strategies to address potential challenges, such as material variety and
competitive pricing.
After discovering our target market, we looked for what would benefit us most and
found this company Aviva Wholesale, Tees-tyle secures high-quality materials at
competitive wholesale prices, laying the foundation for a successful business model.
The decision to pursue direct distribution channels underscores Tees-tyle's
dedication to enhancing the customer experience, maximizing profit margins, and
strengthening brand identity. Through a combination of a welcoming physical store
and a user-friendly online platform, Tees-tyle ensures accessibility and convenience
for customers, both locally and internationally.
Digital marketing plays a crucial role in establishing and maintaining an online
presence, which is essential for modern businesses. Through various platforms like
websites, social media, and email campaigns, companies can share relevant content,
showcase products, and engage with customers. Additionally, building strong
relationships with media, bloggers, and opinion leaders is vital for maintaining a
positive reputation and garnering positive reviews and collaborations that enhance
brand image.

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Then we decided which type of digital marketing would be best for us, and we
decided that direct marketing strategies, such as personalized emails and text
messages, are effective in keeping customers informed about new launches,
exclusive offers, and events. A balanced pricing strategy that focuses on providing
value and maintaining quality helps strike a balance between accessibility and
exclusivity, appealing to a wider audience while retaining a sense of exclusivity.

Overall, the combination of digital marketing, relationship building, direct marketing,

and a thoughtful pricing strategy contributes to creating a strong brand identity. The
report examines each of these elements in detail, highlighting their impact on the
overall business strategy and positioning the company's graphic T-shirts as a fresh
and authentic option for self-expression through fashion.

We will host a car show with brand ambassadors who are immersed in the green
world, such as Leonardo DiCaprio and Emma Watson. We will use their influence to
communicate our importance and vision on environmental issues and encourage our
fans to support our cause by shopping at our store.
By evaluating the costs and variables associated with our product, we can conclude
that setting an appropriate selling price is essential to ensure the profitability of our
business. By considering raw material, production and packaging costs, along with
variable expenses such as rent, utilities, salaries, shipping, desired profit and public
costs, we can determine a price that covers all these aspects and allows us to
generate profits. It is important to find a balance between offering an attractive price
to customers and ensuring that we cover our costs and profit targets.

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Bibliography.
• Moda para Ellos | Men’s Shopping. (n.d.). Visita Houston.
https://www.holahouston.com/de-compras/moda-para-ellos/
• agray. (2019, January 30). Las mejores ciudades para ir de compras en
Estados Unidos. Expedia MX Stories. https://www.expedia.mx/stories/las-
mejores-ciudades-para-ir-de-compras-en-estados-unidos/
• ntertex. (2018). Literatures a Color. https://www.intertex-sudoe.eu/wp-
content/uploads/2017/02/Informe_Estudio-moda-USA_INTERTEX.pdf
• Fashion United, Fashion Technology Forecast 2018 Fashion Technology
Forecast 2018 https://fashionunited.com/news/fashion/fashion-technology-
forecast2018/2017123118921
• Bureau of Labor Stadistics: https://www.bls.gov/
• Ministerio de Asuntos Exteriores y Cooperación, Fichas País:
http://www.exteriores.gob.es/Portal/es/SalaDePrensa/Paginas/FichasPais.a
spx · Tax Foundation: https://taxfoundation.org/
• McKinsey&Company: The State of Fashion (2018). Recuperado de:
https://cdn.businessoffashion.com/reports/The_State_of_Fashion_2018_v2.
pdf
• U.S. Congress, Joint Economic Committee: The New Economy of Fasion
(2016). Recuperado de:
https://www.jec.senate.gov/public/_cache/files/01498736-4605- 4715-a894-
4a04f65b01fc/the-new-economy-of-fashion----joint-economic-
committeefinal-lp-.pdf
• Aviva Wholesale. Aviva Houston TX https://avivawholesale.com/

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Annexes
o (Surveys):

27
o (Analyzing the situation):

28
29
o (Segmentation & Getting problem specific data):

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 o (Segmentation):
According to a survey by Cotton Incorporated, nearly 40% of American men say they
love or enjoy shopping, compared to only 30% who said the same five years ago.
Men's shopping habits are changing rapidly. Among millennials, the percentage of
men who find shopping pleasurable is higher. This segment of the population, which
now comprises 30% of the U.S. population, is creating a new consumer profile with
a new consumer habit.

- (intertex-sudoe.eu)
Digital has been one of the main drivers of the men's fashion market. E-commerce
allows men to spend less time shopping for clothes and do so more conveniently.
Online sales of men's apparel represent only 14% of the fashion market but are
growing at a faster rate than the rest of the sector (17% compared to an overall
average of 2%).

- (Viva! The Woodlands Magazine)

Currently, suit sales in the U.S.

market represent 3% of the
sector's turnover and this
category has fallen by 0.2% in
the last five years, while more
casual clothing, such as
sweaters and tops (including polo
shirts and T-shirts) have grown
significantly, with increases of 26%
and 18% respectively.

- (Euromonitor)
Although design is not among the most sought-after qualities in men's fashion
products, industry professionals agree that it is becoming an increasingly decisive
and sought-after factor. The greatest interest in men's fashion is among men with
greater purchasing power. These more discerning consumers demand unique
garments from renowned designers. Younger fashionistas, on the other hand, are
opting for emerging brands in the contemporary segment, characterized by the
aesthetics and tastes of consumers in their 20s and 30s with high purchasing power.

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 - (Cotton Incorporated – Lifestyle Monitor Survey 2015)

• Our selected supplier

Aviva Wholesale & Retail Houston - Heat Transfer Vinyl - T-Shirts

+1 713-518-7272

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