polyester merchandise plan line theme: “schoolhouse rock ... · facebook, youtube, instagram,...

What is Cerebral Palsy?A congenital disorder of movement, muscle tone, and/or posture which affects the body movement as well as muscle coordination. Cerebral palsy is the most common motor disability in childhood, with it also being more prevalent in boys than girls.

Willy’s Got Your Back! We are creating an adaptive clothing line for boys suffering from Cerebral Palsy. From our soft Velcro closures to our custom-made handles, we adapt our clothing to make things easier for Mom and her little champion. We want the kids to feel calm, comfortable, and confident to go back to school in their fresh, new attire.

Merchandise PlanLine Theme: “Schoolhouse Rock”A collection of uniformed inspired back to school clothing with functionality features, breathable fabrics, and stylish designsProduct Assortment:5 GarmentsPolo LS | Polo SS | Pants | Shorts | Button Down LSFancy FeaturesHidden Handles will be located at the base of the neck and the side of the garment to aid in lifting over the head. Soft Velcro will be located on any closures of a garment to ensure ease when fastening pants.Sensitive No More!Cotton/Polyester Blend100% Organic CottonSpandex

Target Consumer - Millennial MomsDemographics25-35 years of age, 61% attended collegeTech-Savvy, Socially engaged

IMC PlanSocial NetworkingOur target consumer is a tech-savvy person who values innovative ways of expression and personalized attention. Facebook, Youtube, Instagram, SnapchatOne Creative Tool - Special Needs Mommy BlogWe will introduce a new, verified special needs mom blog named “Life with Willy.” Event MarketingPartnering with local communities to celebrate diversity. World CP Day: Oct. 6, 2017Promotional Campaigni. Smiley Willy “Stress Truck” Keychain

Marketing Ecosystem

Brand Pyramid

Marketing Timeline

Cotton Spandex

Polyester Handle Example

Display Inspiration

Budget

Competitive Pricing Strategy

*Handle will be 50/50 Nylon Cotton Blend.The nylon will

ensure strength, while the cotton

will ensure softness without

irritability.

*Cotton Inc. Lifestyle Monitor 2016

*Cotton Inc. Lifestyle Monitor 2016