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Sports Bag Proposal
The Insight: Millions of working women and men carry their exercise apparel to and from work with them. We want to develop a machine washable, odor resistant bag that is just as fashionable to carry into a work happy hour as it is the gym.
The Product Overview: Our product will be highly functional and fashionable, filling in a sweet spot that is currently not met in the market (think what Allbirds did for sneakers or Away for travel luggage) – our goal is to create a unique bag that hits a price point that is widely approachable yet supports an upmarket brand; that fills a real need yet also expands the potential addressable market by innovating on the functional aspects of gym bags; and that is designed to have staying power within the consumer landscape.
The Market Overview
· Current Market: global gym bag market is $1bn with a 7% CAGR; the US represents 38% of the market
· Target Customer: professional men and women who value a convenient, hygienic, and fashionable gym bag option
· Current Alternatives: viable alternatives are minimal; large opportunity area in ‘mid range’ (between $50-$99). High end items ($170+) and low end ($25) alternatives exist
The Team: Aside from the numerous class-related projects that they have worked on together, Anne and Kyle each have deep consumer and retail experience that makes them uniquely positioned to pursue this project. Kelly and Yogita bring expertise in innovation, design, marketing and technology.
Kyle honed his marketing and consumer insights skills during five years at PepsiCo, where he managed multifaceted marketing efforts for household staples like Doritos and Cheetos. His classic marketing training combined with a recent twelve-week stint at Walmart eCommerce provides a deep understanding of approaching consumer insights and translating customer needs into tangible outputs. Most importantly, he is a workout fanatic and the ideal target customer for our bag!
Anne worked in eCommerce for six years prior to returning to Darden, working in various functions across merchandising, buying and marketing teams at early-stage companies. Her time at two lifestyle brands, One Kings Lane and Maisonette, provided her with exposure to our target market and instilled a strong sense of the product development timeline, key sourcing and manufacturing considerations and a keen eye for design details that will be important in developing our product.
Kelly worked in management consulting for five years prior to coming to Darden and has most recently been working in analyzing innovations and their target markets for ability to scale. She has training in fashion and graphic design and currently leads the Darden Business, Innovation and Design club, to provide students resources to pursue careers and training in design thinking and innovation.
Yogita worked in India for industries ranging across Nanotechnology, Financial Services and Hospitality prior to coming to Darden with Digital Marketing being her most recent. Traveling is her most favorite thing in the world and Working out her least favorite( planning to add in value while expanding our business)
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