Fairway Fresh Consumer Plan
Business Overview
Company Profile:
Fairway Fresh is a Golf Apparel Company for young adult golfers, teenagers, and pre-teens. Located in Charleston, South Carolina our company is surrounded by men and women who Golf for sport or just for fun! Our items are listed at a better price point with all our products offer a high-end look and feel.
Mission Statement:
To offer sophisticated and contemporary products providing young men and women with efficient golf wear using innovative fabric and technology.
Target Market
My target market consists of young men, women, and children, ages 12-22, located in Charleston, South Carolina. They come from wealthy families and have excellent educations. They tend to golf for fun with friends and family and lean toward fun, trendy clothing while remaining classic and professional. They expect top-quality, innovative apparel on and off the green.
Target Personas
SWOT Analysis
In this portion of creating my golf wear company, I first created a SWOT analysis. For strengths, I chose high quality products, great customer service, and exposure due to location. On the other hand for weaknesses, I chose high product pricing, lack of reputation, and costly production. After I found my strengths and weaknesses, I discovered my opportunities were a growing population, lack of competition in area, and marketing campaigns. Finally I listed emerging competition, customers becoming more price sensitive, and economic changes for threats.
Competitive Analysis
Next, I went on to create a competitive analysis. For the four points I chose high price or low price and classic or trendy. Then I selected Lululemon, Ralph Lauren, and Champion to compare my brand with. Lululemon is in the top-right corner under “high price” and “trendy”, Ralph Lauren is in the middle of “high price” and “low price,” but leans to the “classic” side, and Champion falls in the bottom right corner with “low price” and “trendy. ”My store falls on the “high price” line directly in-between “classic” and “trendy.”
Consumer Survey Analysis
For project assignment 4, I analyzed a consumer survey of 496 golf wear customers around the United States. The survey was meant to help me further grasp consumers' demographics, sports participation motivation, functionality, and golf apparel purchase behavior. My research found that most golf wear customers are educated, white males who tend to play golf and purchase golf apparel on a regular basis. Most customers golf for fun with friends in the morning. They often prefer a casual, cotton piece in which they have purchased similar items previously. These customers have high expectations, wanting functional, mid-budget, simple golf clothing.
Mood Board
Line Sheet
This document shows the line sheet for Fairway Fresh. It shows the men's and women's shirts, bottoms, and outerwear for the Spring/Summer collection and lists the sizes, pricing, and colors for all products.
Brick and Mortar Store Design
This image below is the store design for my Brick and Mortar store, Fairway Fresh. First, there is a store front design which has two large windows, a decorative entrance, and underneath is my store's layout.
Online Store
For our company website, we chose a bold navy as the background, which is Fairway Fresh's main color. On the home page, customers are able to see a description and information as to what we sell. They can also contact us from the home page if needed. Furthermore our website has a separate 'about' and 'contact' page for customers to access as well. When shopping, the clothing is separated into 3 collections, Men's, Women's, and Children's. Customers may browse as they seem fit.
Link: https://savannahhowerton.wixsite.com/fairwayfresh
