t to reposition to its product?
American giant is an e-commerce phenomenon: Its sweatshirts, t-shirts, and polo shirts, almost entirely sourced and produced in North and South Carolina and sold only via the web, are comfortable, flattering, durable, and popular with a fanatical fan base. CEO Bayard Winthrop says its business has tripled each year since its launch in 2012. The company’s products routinely sell out and can be back ordered for weeks. And Slate spoke for many fans when it called American Giant’s primary product “the greatest hoodie ever made.”
Q. Identify two market segments you think American Giant should target with their hoodie product; for each segment, describe their profile using market segmentation variables. Write a positioning statement for American Giant that is targeted to one of the segment you just identified. Other than competition, what factors might cause American Giant to reposition to its product?
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