Team Insight

teaminsightmag.com March 2018 / Team Insight 43 GIRLS' & WOMEN'S SPORTS / FASHION FASHION FORWARD G iven the challenging retail landscape, activewear brands are discovering that some old methods of doing busi- ness are no longer working. Floor space is certainly not a given and the field is increasingly competitive, given online pressures. So, in the face of consolidation, store closings and general consumer fickleness, Team Insight has found some best practices from brands on the front lines that may be able to resonate elsewhere. Prominent Point of View Soffe's legacy began in 1946, when it emerged as a distributor to military exchanges and college book- stores. The brand has always focused on activewear, whether with a military focus or drawing from its cheerleading roots. Yet sometimes when a scope gets too big and all-encompassing (yoga, dance, running, team sports, etc.), it's time to pull back and re-examine. For Spring 2018, "we have streamlined our collec- tions. Our design is more focused," says Alex Rote, marketing manager for MJ Soffe. The brand's new Spring campaign "will have a fresh look and re-focus on who our Soffe consumer really is." Soffe's newest cheer and dance-inspired collection, Sweat & Grace, has proven successful thanks to its authenticity, with dancers as fit models and product testers. At Champion, fashion is playing a more important role in the brand's authentic sportswear. Partnerships and collaborations "have helped create buzz for the brand, which has allowed us to start new conversa- tions with key retailers," says Amy Greeson, director of Champion product marketing. A capsule collection at Footaction by graffiti artist Shirt King Phade, the introduction of Champion's European collection to Nordstrom and the brand's ongoing partnership with Todd Snyder are examples of partnering with "distinguished and respected names in the fashion and athletic industries," according to Greeson. With a rich heritage in sport, "it's been great to see others trust our brand and integrate the product in their own unique style," she adds. For Vuori, the difference is in intricate design details that make pieces stand out on the floor and give apparel a premium feel. The four-way stretch Banks short works both in and out of water, is quick-drying, anti-odor and has a locker loop for easy hanging and drying. The stretch jersey Ponto pant is both comfortable, quick drying and feature a back welt zip pocket. "It is honestly a pant that once you put on, you never want to take off," notes Vuori market- ing director Nikki Sakelliou. The Vuori brand targets the male consumer looking for apparel that's "built to move and sweat in, yet is styled for everyday life." Particular Pricing "From casual runner to weekend player and serious competitive athlete, A4 combines the best in fabric and function to ensure that our apparel performs in a way that helps the athlete reach peak performance," says Greg Vanover, national director of sales for the brand. What sets A4 apart from its competitors, according to the exec, is the relationship of quality to price in its apparel. For $8, a Cooling Performance Crew features wicking, stain release, color fastness, odor-resistance and a 30+ UPF. Because the firm controls the manufactur- ing process itself, thus reducing middlemen, it can deliver lower prices than competitors. In addition, a loyalty-based pricing structure allows dealers to purchase as-needed, lowering inventory risk. In comparison, Watson's vertical manufacturing process allows the company to design specific gar- ments for a variety of needs. The firm's baselayer core extends to cold weather protection, performance, underwear and soon, shapewear and loungewear. "What makes us unique is that we offer superior products at affordable prices," says Whitney Sommer, digital marketing coordinator for Watson's. For example, a $20 men's Double Layer Long Sleeve top traps air to form a thermal barrier. In underwear – a new category for the brand – its $10 Ladies Invisible Bikini is stitch fee, has a lined gusset and bonded seamless edges. Onzie offers functional, breathable and fashionable yoga-wear at an accessible price point, including its new Rise Up line. Pieces are designed with fast-drying Free-Flow Fabric technology and are suitable for saltwater, chlorine and heavy sweat environments. Production is local, with 99 percent of sewing, cutting and dyeing happening in Los Angeles. Q Decorating and fashion drive the apparel business for female athletes. Soffe's new Sweat & Grace collection is inspired by the company's authenticity in the cheer and dance market.

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