SWOT ANALYSIS

Strengths Weakness
 High quality products.  Saturation of the
 Unique resistance brand sportswear industry.
technology.
 Temperature controlling  Strong competition.
fabrics.
 Lightweight shape  Expensive nature of JL.
controlling fabrics.
 Figure enhancing and  Minimal product
confidence boosting diversity.
sensation.
 Trending design and stylist
print.
 Promotes an active and
healthy lifestyle.
 Ethical business practices.
 Commitment to
sustainability and
transparency.
 JL embellished products.

Opportunities Threats
 Collaboration with other
brands and artists.  Quality control and product
 Advancements in resistance safety issues that could lead
brand technology. to product recall and
 Implementation of innovative negative press.
fashion technology.  Possibilities of
- Enhance customer counterfeiting.
experience.  Compliance issues resulting
 Increase in India’s “sport from issues with fair labor
economy”. practices and safe and
 Growth of the global
humane working conditions.
sportswear industry.
 The possibilities of computer
 Increased global interest
creating products with
in active and healthy
lifestyles. similar resistance brand
 Brand and product technology.
expansion.
- Menswear
- Children clothing
Strengths

 JL provides consumers with products of high quality.

 Unique product design that incorporates the use of resistance band technology which
Provides consumers the possibility to burn additional calories while performing
everyday activities.
 Products are made with jade infused fabrics, which help cool and regulate body
temperature.
 Fabrics are lightweight and provide various levels of shape control to enhance the
consumers body figure, which simultaneously provides an additional boost in
confidence.
- Resistance bands in leggings lift and tone the consumer's backside.
- Form-fitting "corset type” tops help accentuates the consumer's core.
 Products in the collection portray trendy designs and stylish prints.

Weakness

 The active wear/sportswear company is highly saturated, which create difficulties to

stand out.
 The industry is occupied by strong brands such as Lulu lemon, Nike and New
balance.
 While using JL infused fabric creates a unique luxury product, it also increased
product cost.
 It is essential that JL prices, its product appropriately in order to make up for the
higher production costs.
 The collection has minimal product diversity, as it only caters solely to women.
 The lack of menswear and children’s clothing present a void where JL could be
attracting consumers in other market.

Opportunities

 JL collaborations with other brands, designers and artists will create brand exposure
and expand JL product design variation.
  Advancements in resistance band technology could lead to new features and
consumer benefits.
 The implementation of new innovative fashion technologies, such as Artificial
Intelligence, real time analytics and virtual sizing tools, will enhance the customer
experience.
 The increase in India’s “export economy" provides JL with increased opportunities
for brand expansion.
 Growth of the global sportswear industry supports the need for active wear.
- Provides growth opportunities in stable markets
 Increased global interest in healthy and active lifestyles creates marketing
opportunities for JL to inform consumers of the health benefits of its products.
 Brand and product expansion to include menswear and children's clothing will create
opportunities for JL to operate in new markets and increase sales.

Threats

 Quality control and product safety issues could lead to product recall and negative
press if they are not properly maintained.
 Possibility of counterfeiting imposes a threat to product integrity and brand
reputation.
 Issues with fair labor practices and safe and humane working conditions could lead to
compliance issues if not properly maintained.
 Consumer data protection issues pertaining to e-commerce could pose a threat to
consumer's that purchase products online.
 The possibility of competitors creating products with similar resistance band features
could harm JL originality.

Target Market Assessment

 Women’s Active Wear Market Overview

The global women's active wear market was valued at $119,078 million in 2017, and is
expected to reach $216,868 million by 2025, registering a CAGR of 7.7% from 2018 to 2025.
Active wear is a utility clothing for athletes engaged in sports and fitness activities. It helps
enhance the performance of athletes, owing to its various advantages such as enhanced grip,
wicking function, and bi-stretchable characteristics.
 Get Sample Report: Extensive and unique advantages offered by active wear such as
breathability, quick drying, static resistance, thermal resistance, and chemical resistance
majorly drive the growth of the global women's active wear market. In addition, rise in health
consciousness among consumers and increase in sports & fitness enthusiasm among female
consumers boost the demand for women's active wear. Moreover, rise in participation of
female consumers in sports activities fuels the sales of active wear, which positively impacts
the market growth. For instance, increase in participation of female consumers in walking for
fitness leads to surge in sales of sport shoes and active wear shorts & t-shirts. Moreover,
holistic approach of female consumers toward athleisure wear positively impacts the growth
of the overall market.

Women’s active wear is attire worn while playing a sport or doing physical exercise. Active
wear offers various benefits which includes quick drying, chemical resistance, thermal, and
static. It keeps the person comfortable and allows freedom of movement while performing
physical activities. Active wear made of cotton keeps the wearer dry and cooler in the
summer season and prevents skin irritation. These days, women dress in active wear even
outside the gym as casual attire.

Key factors driving the women’s active wear market includes an increase in awareness of
building a good physique, maintaining a healthy lifestyle, high involvement of women in
activities such as yoga, aerobics, jogging etc., rise in manufacturing of eco-friendly textiles,
and boom in e-commerce, all of which have created significant opportunities for
manufacturers and distributors in the industry. In order to cater to a wide range of customers
across the world, manufacturers and distributors of women’s active wear are focusing on
selling the apparel through online portals. The promotion of women’s active wear through
various online channels is boosting the demand for the product among teenagers. This is
projected to offer effective growth opportunities to the women’s active wear market in the
next few years. On the other hand, increase in cost of fabric and designing are some of the
major factors hampering the women’s active wear market.

The global women’s active wear market can be segmented based on product, fabric,
distribution channel, and region. In terms of product, the market can be categorized into
bottom wear which includes shorts, skirts, sweatpants, leggings and yoga pants; top wear; and
outerwear which includes sweatshirts, hoodies & jackets, swimwear, and innerwear.
Leggings and yoga pants are expected to dominate the women’s active wear market during
the forecast period due to rising popularity of yoga and aerobics across the globe. On the
basis of fabric, the market can be segmented into nylon, spandex, polyester, cotton,
polypropylene, and neoprene. Rise in demand for active wear made of spandex is expected
because it is well designed and comfortable while doing physical activities.

In terms of distribution channel, the market can be bifurcated into online and offline. Online
distribution channel includes authorized websites of apparel brands and e-commerce portals.
Offline distribution channel includes shopping malls, brand outlets, hypermarkets,
supermarkets, and specialized apparel stores. Based on region, the global women’s active
wear market can be divided into Europe, North America, Asia Pacific, South America, and
Middle East & Africa. North America and Europe are anticipated to hold a major share of the
women’s active wear market in the near future due to growing trend of gymming and
exercise and maintaining a good physique. The market in Asia Pacific is projected to expand
at a significant pace during the forecast period due to rapid urbanization, and increase in
awareness about maintaining fitness levels. The market in South America is projected to
expand at a moderate growth rate in the near future due to increase in disposable income.
This is anticipated to augment the demand for women’s active wear in this geography from
2018 to 2026.

 Indian active wear market

Over the last decade, the active wear market in India has witnessed a steady growth in terms
of market revenue. The market was valued at INR 466.9 billion in 2018 and is estimated to
reach INR 997.8 billion by 2024, expanding at a compound annual growth rate (CAGR) of
~13.59%, during the 2019-2024 period.

Higher participation of women and kids in sports activities and promotion of athleisure as
casual wear has led to the expansion of the active wear market in India. Rising popularity of
online retail channels as a mode of distribution has further propelled market growth.
However, the presence of counterfeit active wear products acts as a major restraining factor
for the market.

 Target Market Analysis

JL target market focuses on educated and ultra-affluent women, ages 25 to 44, with an
average annual household income of rs 350,000 or more, residing in trending suburban and
urban areas of wealth in or near the major cities within the India.
Women are the world's most powerful consumers, and the purchasing power of women
within the India is increasing as their levels of education, work force participation, and
earning power increase.
The women within the target market can be segmented to differentiate between generations.
Younger customers, ages 25-34, are classified within the Millennial Generation, which
consists of anyone born between 1981-1997. Older customers, ages 35-44, are classified
within Generation X, which consists of anyone born between 1965-1980. The Millennial
Generation is the largest generation to date, with approximately 83 million individuals,
representing one quarter of the nation's population, Generation X consists of approximately
65 million individuals, and is the nation's third largest generation.
INDIA is often described at the "melting pot", because of its immense cultural diversity.
Clothing styles typically vary based on factors such as social status, region, occupation and
climate. Celebrities inspire consumer confidence and provide an instant connection to a
product.