1. Advanced Undergarments for the Modern Man
Powerscope, LLC.
BUSI 710 / SUMMER 13 / PROF.WRIGHT / GROUP 4
MULLEN / BUTLER / ZHANG

2. Mission Statement:
1
Powerscope is a revolutionary Men's comfort undergarment line focused on
improving the silhouette of male adopters through the use of compression,
moisture wicking, unique garment design and comfort innovation fabrics for the
high end retail male consumer.
Powerscope will be known for product benefits that are new to the male
consumer, developed from identifying his personal needs and unlike any
commodity undergarment on the market today.
Objectives:
Establish Powerscope as premium apparel provider of innovative Men’s
undergarments. To achieve this objective:
Powerscope will monitor four key market observations:
1. Precisely define our target audience and working to define new target consumers.
2. Identify competitor offerings that serve the same market segments & differentiate
our product selection.
3. Develop a tailored product selection for each prospective retail partner to directly
support their consumer.
4. Expand business based on performance and feedback from retail partners, direct
to consumer business, new product innovations and by effectively transferring
consumer need to a Powerscope product benefit.

3. SWOT
Analysis
2
Strengths:
- Powerscope is specifically focusing on the newest technology in male active undergarment wear and explicitly
marketing to the user, i.e. the male metrosexual. This niche underwear market is expected to exceed $70 billion by
2015, reports Global Industry Analysts (www.reportlinker.com)
-
Factors fueling the market for growth include rising levels of disposable income especially for gay men. “Gay men
are better at managing their money than the average American, new research shows. A survey taken by money.cnn
found that respondents not only reported significantly higher annual income--$61,500 compared with the national
median of $50,054—but they also carried about $4000 less in debt than the average American and had $6,000 more in
household savings.”
-
Fabric innovation and varied styles. “Night wear and fit wear faired the economic recession better than other market
segments as they are more necessary than other segments”. (www.reportlinker.com).
-
Our Marketing objective is to expand throughout the U.S. but especially in the EU. “The EU is the leading region for
these products, followed by the U.S. and Asia-Pacific. Plus size demand is increasing in Western markets, with
general demand for seamless intimates.” In the EU underwear sales increased by 1% or 2.6 billion in 2010
(www.store.mintel.com).
-
Strong fashion trends and benefit factors such as dry wicking and advanced comfort will help in Powerscope’s
business momentum leading to success. According to latest research from Mintel, “Men’s grooming is growing at a
healthy pace.” The boom in men’s grooming comes from the fact that men are taking more of an interest in their
personal appearance and have grown more comfortable expressing stylish trends and fashions” (www.mintel.com).
- The trend that underwear is being worn as outerwear. (Global Industry Analyists)
- Powerscope’s retail partners and free standing locations support product ideas and strategies demographically.
- Powerscope’s product development initiatives include contracting manufacturing with local LA partners to create a
vertical production capability centralized to California. Powerscope will then be able to produce garments with a
“speed to market” strategy which enables the company to more quickly respond to market demand; inevitably further
differentiating Powerscope’s products from competitor’s products.

4. SWOT
Analysis
3
Weaknesses:
- Intense direct brand competition in the marketplace with challenges such as the increasing trend
of outsourcing production to less expensive countries. This is hard to tackle for any new company entering
the marketplace. Being able to outsource decreases production costs and creates a cost-effective platform
for delivering functional and business-enabling processes which are more easily supported with less cash
flow spent on production.
- Aging populations in progressive nations such as the U.S. are slowing market growth in this
sector. (Growth potential lays more in developing countries due to increasing income levels, trends toward
Western fashion and a larger young adult population with rising standards of living.(www.reportlinker.com).
The aging population means, less disposable income, less interest in fashion trends, and less money spent
on clothing items.
-
Reliance on high-end tier retailers to fund organic growth. Powerscope will rely on big corporate
sponsorship to support their market offering which could either benefit Powerscope or it could hinder its
brand reputation and strategic marketing position as it sits with Powerscope’s target on the gay male
audience. Politically, Not everyone supports “gay wear.” “Old Navy has announced a new line of rainbow-
themed gay pride t-shirts for men, women, and babies. A percentage of the US population stands to
“BOYCOTT Old Navy, No Gay Pride for me!”
-
Marketing to foreign countries and introducing Powerscope’s brand image will be difficult as it
brushes up some against main competitors such like Calvin Klein, which is known world wide by loyalty
brand users. In addition, outlets carry more well-known brands and products that may take away from
visibility and market share held by high end market players.

5. SWOT
Analysis
Opportunities:
- Potential for targeted gay male to expand to the straight metrosexual age to expand from initial males 25-45 yrs. of age.
Straight men as well as gay men are jumping on the vanity wagon and may even, at times, be in competition with one another to look their
very best. This is good news for Powerscope.
-
Opportunity to expand worldwide due to increased disposable income abroad by targeting a younger generation. Expanding
abroad while, outsourcing abroad could certainly be an added advantage to Powerscope’s strategic marketing plan keeping production
costs low and distribution channel geographically close to the international market.
-
An opportunity to find a new market niche paired with the ever increasing visibility of the gay population and their specific
needs. Marketing focused on gay marriage could attract consumer interest and serve the thought of looking good before the wedding by
staying fit or getting fit; therefore exhibiting that fitness fashion statement on their “special” day. For Powerscope this could be a huge in-
take i.e. the growing number of gay marriages around the world and in the U.S., “More than a dozen countries currently have national laws
allowing gays and lesbians to marry, mostly in Europe and the Americas. (www.pewforum.org).
-
The opportunity to capitalize on a literally “new” market and to create an entire new brand related to gay men’s active
underwear, which as never really happened in terms of publicity and brand loyalty. Powerscope would utilize LGBT marketing which is the
act of marketing to (Lesbian,Gay,Bisexual or Transgender) persons with advertising, organizational sponsorships, media or any other form
used to target this market. There are other companies out there who share a similar target customer, but have you heard of them?
-
Potential changes in body, form and temperature (not to mention global warming) that will increase the Powerscope product
line offering due to necessary options within the line ultimately being essential, “Variety is possibility.”
- New technology opportunities in body morphology data for evolving male consumer. Interest in fashion and technology are
natural trends in the working lives and minds of our target consumer, combined together these to attributes will create not only an entirely
new product line but, an entirely new outlook for Powerscope consumers.
- Men's undergarment sales are forecasted to increase 13% for future growth due to current trends as mentioned above and the
increase in male shopping behavior which was 52% 1995, and is now 75% in 2012.
-
Female lingerie market size forecasted $32 billion by 2016, new product opportunity. With increased popularity and the
movement for lesbian women to be more fashionable, Powerscope may have another niche on the horizon. In addition, to their bad fashion
sense, lesbian women also do a lot of cross-dressing therefore they maybe inspired to invest in Powerscope’s androgynous product line or
a line targeting the lesbian female. Currently, we see more and more lesbian fashion lines springing up such as, “Tomboy Tailors” and
Lauren Bedford Russell’s gender neutral clothing line (www.afterellen.com).”Today, at least 8 million adults in the U.S. identify themselves as
gay, lesbian, or bisexual, according to a study by the Williams Institute. Combined with 700,000 or so transgender Americans, that means
nearly 4% of the U.S. population is LGBT with an average daily spending amount of $89 per person.”
4

6. 5
2013
SOURCE :FRIGO BY REVOLUTIONWEAR
Opportunities:
SWOT
Analysis

7. SWOT
Analysis
6
Threats:
- Strong competition, existing large players in market with hefty capital
resources and business maturity. This maturity could take away
Powerscope’s strategic strong hold. While introducing new technology and
a vibrant clothing line that speaks to an unrecognized segment of the
population, Powerscope will be burdened by the fact that companies steal
other companies ideas and business models, such is the natural
competitive nature of this industry, “In this time of technological innovation
and rapid-fire manufacturing, it’s easier than ever for a rival to rip off an
ideas. If someone sees your idea built, they will almost certainly be able to
copy it and have it manufactured” (www.usatoday.com). With this thought
in mind Powerscope must keep intellectual property a top priority.
- Consumer sentiment related to the economic downturn and the possibility
of it reoccurring. After the 2008 economic downturn household saving
rates increased significantly and although many sectors such as the
undergarment industry stay somewhat positive, consumer spending was
down sharpely and significant research related to this topic shows that
most consumers in times of difficultly stick to what they know and can rely-
on, meaning they are less likely to risk trying a new product and even less
likely to try a new brand.
-
The ability for Powerscope to be stay on top of “trendy.” UK brand retailer
Asos Plc, the recently established Group Zara Australia Pty Ltd, local fast
fashion retailer Cotton On Clothing Pty Ltd and women’s sportswear retailer
Lorna Jane all achieved double-digits growth revenue within apparel in
2012. Such brands encapsulate the current consumer desire for fresh and
affordable apparel offering suited to a range of clothing wear
(www.euromonitor.com). Because staying trending and fresh is important
Powerscope will have to seriously consider which steps to take in terms its
investment into R&D and staying ahead of the curve.
-
Powerscope’s focus on the male gay active undergarment industry could
be risky due to the fact that not all members of society are supportive the
gay male culture although the future outlook is promising threats from
conservatives and political religious or righteous individuals could pose
problems to Powerscopes marketing efforts and development. These
individuals often create bad publicity, send hate mail and often times stage
protests in order to combat the liberation of anything “gay.”
-
No control over any retail environment product is placed in.
Because Powerscope is partnering with other large retail
stores as host-beneficiaries, Powerscope will lose some of its
initial control of product placement within the store. This
decision-making process could hinder the sell of the
Powerscope line. Careful attention must be paid to negotiated
and coming up with these terms and conditions. An example
of this type of situation is seen at Whole Foods where visual
merchandisers placed they of the native products at an eye’s
view and surrounded themselves so comfortably with
supporting products on the bottom shelf to fill space. (Know
who is on Powerscopes’ side)
- Operational expenses will increase with business growth. As
usual costs will increase as the business increases, especially
when Powerscope decides to go abroad and to enter the
direct to consumer storefront sector. Initial associated costs
with these goals will be intimidating, as the market remains
highly competitive and more and more clothing items become
increasingly more accessible, especially particular items that
are sold online.
-
Manufacturer quality could be compromised due to increased
costs, taxes and other economic factors related to higher gas
prices, worker compensation, and healthcare costs, just to
name a few. In addition to operational manufacturing threats
there
-
Changes in import rates, export rates in the economy are
always concerns for any clothing company who is outsourcing
its products to be made in other countries. Although the rates
are relatively low right now, the economy is certainly
unpredictable and new taxes, laws and political up-heavels
are revealed everyday. Workers rights and compensation are
always sensitive issues and topics and often times companies
have to adjust to this climate.

8. 7
Place:
As mentioned above Powerscope’s products will be in retail stores, official
Powerscope stores and sold online.
High end & Luxury apparel retailers to service the rising men’s luxury product
industry, with focus on international luxury growth in the future of Powerscope.
Powerscopes products will be strategically located in geographical areas that
adhere to gym and homosexual male culture. In the future, Powerscope will
target additional areas of the rising LGBT culture, specifically gay female.
For example some locations will include, Chelsea in New York, Castro in San
Francisco, Soho in London, Canal Street in Manchester, DuPont Circle in
Washington, D.C., Boystown in Chicago, Le Village in Montreal and
Nollendorfplatz in Berlin and other albeit less or well know gay regions.
Some famous homosexual gyms where Powerscope will be sold include: David
Barton Gym in Manhattan, NY. Gymbox, Jubillee Hall Sports or gay hotels,
saunas, and cruise ships.
Powerscope will also have its own e-commerce space for consumers to
purchase and connect with like-minded consumers on Powerscope products for
sell and purchase. This website will be created to sell Powerscope’s sporting
wear online by choosing from hundreds of professionally designed Powerscope
products. This will include shopping cart process orders, tracking of inventory,
and management of customers and allocation of sales reports, helpful apps, and
partnerships with other gay affiliates.
luxury retail
LGBT geographical
culture
fitness locations
ecommerce
In the first quarter of 2013, luxury
segment earnings rose 26% vs. 5%
for the overall US retail industry.
LGBT buying power is expected to
reach
$925 billion in 2013
Healthiest Cities for Men
(Percentage of residents with a
healthy body weight): San
Francisco (44.8) Oakland (44.8)
Honolulu (43.9) Albuquerque (43.3)
Boston (43.2)
Apparel and Accessories is
one of five online product
categories that grew by at
least 19% year-over-year,
according to comScore.
market info
market info
market info
market info

9. 8
Price:
Industry Price Structure:
Industry Apparel product analysis
concludes that a price
opportunity exists in men’s
underwear competitive brand
pricing in the current luxury retail
offering.
Goal: To effectively compete within the luxury underwear
market by targeting the lower end of the current pricing
cascade with greater product benefit offering than
competitors specifically targeting a niche consumer with a
growing amount of disposable cash.
Powerscope, LLC.

10. 9
Product:
Quality:
Premium dry wicking advanced comfort compression fabric with
double reinforced seams for durable wear.
Features:
Quadricep shaping increases
wearer’s natural flexibility
3D contouring cup for support &
to reduce moisture
Natural contour “V” shape
waistband to increase comfort in
movement and aligns with lower
front rise bottom apparel
All over smooth flatlocked
seams for maximum comfort
and flexibility
Powerscope Power Boxer Brief
Grip Contoured hem to reduce
short from riding up on wearer’s
leg
Breathable
mesh inset

11. 10
Product:
Powerscope Power Bikini
Quality:
Premium dry wicking advanced comfort compression fabric with
double reinforced seams for durable wear.
Features:
Quadricep shaping increases
wearer’s natural flexibility
3D contouring cup for support &
to reduce moisture
Natural contour “V” shape
waistband to increase comfort in
movement and aligns with lower
front rise bottom apparel
All over smooth flatlocked
seams for maximum comfort
and flexibility
Breathable mesh inset

12. 11
Promotion:
Powerscope will vibrate its place in the market by being both a national and international company that truly
utilizes their global marketplace.
Powerscope will be visible through physical retail stores in highly visual shopping areas, at gyms and through
other promotional channels such as gay pride parades, community running events, concerts, and gear
sporting activities.
Goal : Powerscope will organize focus groups to identify consumer need and feedback around such promotions
with product incentives for participants.
Also, a new channel most recently uncovered in the promotion and distribution of “gay wear” is partnering with
another, larger clothing line. “Old Navy isn’t the first retail chain to ride the gay pride rainbow wave, but it’s likely
the largest” (www.lgbtqnation.com) In May 2011, Old Navy launched a line of gay pride clothing as part of the “It
Gets Better” project. These partnerships are impressive and certainly a potential opportunity for Powerscope to
attach itself to the “coming out of the closet” trend and large retail stores who would like to partner with specialty
stores/wear to also increase their sales and increase Powerscope’s visibility.
Goal : Reach critical mass of adopters utilizing mass merchants.
Another promotion tool will be co-creating with customers to create value in Powerscope’s products by offering
promotions that will interact with the customer. This process will include:
•
A social networking site – to connect with like-minded individuals
•
A blog – for a range of stories, ideas, and opinions
•
Video and photo share
Goal : Create buzz for ecommerce direct to consumer sales.
This promotional process will create more of a learning environment from these interactions and experiences that
creates strategic capital. Powerscope can then learn directly from customers’ direct input on their preferences and
Powerscope can build relationships and trust with the Powerscope community and experiment with new offerings,
and creating a better brand.

13. 1
30% return for the 1st year. Increasing rate
is 75% per year.
4-5 partnerships will be established with retailers. Increasing
rate will up 40%, which will be 70% for 2016, and it will be
stable at 40% later. New cash projection for establish retailers
Investment for new storefronts in U.S. and U.K. This
investment will boost the increase of return by 150% for
the first year of new investment.
New investment for Entering the women's market by
launching a new product line.
The increase of return become stable, from
10% to 15% per year.
New swimwear business will on the track. The investment
including not only the start up money for the development
of swimwear but also the update of old manufacture
equipment. And devices.
Also, old products will become out of fashion,
Powerscope need a new design and marketing plan
for the new 15-year cycle.
Cash Flow Projections: 15 year plan