Working with social media agency 100 Heads, I’ve taken the role of editor here, tidying up and improving the structure of a business development document for their client Skins, without otherwise interfering with its content. Document editing and restructuring for technical clothing maker Skins.
2. How 200 Series is positioned
2.1 Introduction to SKINS Series
When we developed the groundbreaking SKINS 400 Series, our intention had been to phase out the Sport, She and Youth ranges we’d offered up to that point, and allow 400 Series to simply become the new face of SKINS.
We quickly discovered, however, that there are lots of keen sportsmen and women who identify with the SKINS brand, value the improved performance and reduced pain SKINS offers, but who would find the highly specialised positioning, advanced technologies and premium pricing of 400 Series a bit beyond what their sporting self-image, or budget, or both, could justify.
That’s why we decided to take the products from the original ranges, make improvements to both their technical design and styling, repackage them in attractive new packs and create a new, second SKINS range aimed at broader, less specialist sections of both the men’s and women’s markets.
This new range is SKINS 200 Series.
2.2 The opportunity 200 Series creates
Until recently, SKINS has had one market only: serious sportsmen and women wanting improved performance without pain, and willing and able to make the investment required to buy the leading compression garment technology brand.
While this is certainly a large market when you think about it globally, it’s still really a niche towards the very top of the sports performance clothing pyramid.
The launch of 200 Series allows SKINS& to attack a much larger, segmented market.
Now, the select group of serious and committed sportsmen and women whose passion and disposable income make it possible for them to have the most advanced compression clothing technology, construction and styling can choose SKINS 400 Series.
And the far larger grouping of sportsmen and women who understand about compression clothing, want to benefit from its performance enhancement and pain reduction, want to look good and look serious, but who have less money to spend on sports clothing, or consider 400 Series to be more sophisticated than their level of participation merits, can choose SKINS 200 Series.
The natural home for 400 Series is in the kind of smaller, specialist sports clothing stores that cater for hard-core enthusiasts, and where it’s possible to sell premium priced clothing.
200 Series, on the other hand, fits well in mainstream sports chains, sports departments of department stores and other retail environments used by sportsmen and women who want stylish, performance-enhancing clothing, but who are unlikley to purchase at premium price levels, sport being only one facet of a broader, more balanced lifestyle.
In environments (department store sports departments for example) where both audiences are likely to shop, we are keen to present the two ranges alongside each other, allowing each customer the chance to locate him or her self against the SKINS range that matches their needs.
Both audiences should be thought of equally as SKINS athletes. Our opportunity lies in understanding their differing needs.
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