Tag Archives: Market segmentation

Shapewear for Men!

Underwear for both males and females has a long and varied history through thousands of years. And while the style of the garments vary, and the materials are much softer and smoother, the shapewear of today owes much to the underwear of the past.

But what is shapewear? Briefly (no pun intended), shapewear is tight-fitting underwear that controls and shapes a figure. This is a significant industry segment that is estimated by Allied Market Research to reach nearly $7 billion by 2030.

The latest trend in the industry today? Well, the hottest trend in the shapewear industry are garments designed specifically for men. Just as for women, the men’s shapewear is all intended to help men look their best under clothes.

Men’s garments include t-shirts, briefs, vests, and tops made from stretchy and form-fitting synthetic blends that help flatten mid-section love handles and firm the glutes. Some men balk at calling it ‘shapewear ‘though – that sounds too much like women’s lingerie. So, ‘compression wear’ is more commonly used for men’s undergarments. Compression wear for athletics is still very closely related to shapewear though, as compression wear is meant to optimize athletic performance and help with recovery (as well as help us look good).

And of course we can blame the pandemic for the rise (another not-intended pun) in shapewear demand as we emerge from small circles and into gyms and fitness centers again.

What’s your favorite look?

Group Activities and Discussion Questions:

  1. Discuss the stages in the product life cycle. What are the marketing objectives in each stage?
  2. Where is shapewear on the PLC? Where is men’s shapewear?
  3. Show websites for men’s shapewear:
  4. Spanx: https://spanx.com/collections/mens
  5. Core Wear: https://getcorewear.com/
  6. HisRoom: https://www.hisroom.com/
  7. Students may also look for additional manufacturers. What are the main marketing messages?
  8. Divide students into teams. Have each team draw a PLC and plot various clothing and accessories on the chart.
  9. What does it take to reposition a product on the PLC?

Source: Waters, J. (Nov 9 2021), Yes, Men Do Wear Spanx. Here’s Why, Wall Street Journal.

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Harley-Davidson’ New Ebike Arrives

Have you tried riding an electric bicycle yet? If you have, you are part of a growing segment of bike riders who are enjoying the speed and fun of e-bikes. During the COVID-19 pandemic, consumers turned away from indoor gyms and moved in droves to outdoor recreation. Sales of e-bikes hit a record high in the U.S., with many new companies entering and competing for market share.

A recent study by Transparency Market Research estimated the global market valuation  of e-bikes is expected to reach $95 billion by 2030. Consumers value e-bikes for their clean and energy-efficient transportation. Plus, e-bikes make commuting more fun, and far less sweaty than riding a traditional bicycle.

One of the latest entries into the e-bike market is from Harley-Davidson. Yes, you read this correctly – the famous HOG is powering a slower moving bike than its traditional motorcycles, but is bringing its reputation and engineering to the e-bike party. Serial 1 Cycles, powered by Harley-Davidson is a homage to its oldest-known motorcycle.

The product line consists of four models and ranges in price from $3,799 to $5,599. The maximum assist speed starts at 20 mph and increases to 28 mph for the top model. The special edition S1 MOSH/TRIBUTE is limited to 650 units worldwide. It features a removable battery integrated into the frame and has a mileage range up to 105 miles.

Let’s ride!

Group Activities and Discussion Questions:

  1. Discuss the importance of competitive analysis. (Relate this to SWOT analysis research.)
  2. Review the rise of the e-bike market. Why is this a growing industry? What are the risks?
  3. Show Harley-Davidson Serial 1 website: https://www.serial1.com/
  4. Show video of Harley-Davidson’s new e-bike: https://youtu.be/GzP-fwPJNxs
  5. Discuss competition: Who are the direct competitors for this product? Indirect competitors?
  6. Divide students into teams. Have each team compare Harley-Davidson’s e-bike with a competitive product. What are the points of difference (what makes this product different from competition)?
  7. Have teams describe the target market for the Harley-Davidson e-bike.
  8. Does Harley-Davidson’s target market differ from other e-bike companies?

Source:  Forbes; The Verge; other news sources

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The Changing Face of America

Demographic information is very important to marketers. Demographics are descriptors; data that can be somewhat easily described such as age, gender, education, occupation, ethnicity, household size, and more. With this information, marketers can best target campaigns to the correct target market.

The recent census results highlight the changing American demographics from 2010 to 2020. Population has significantly changed in many ways since the 2010 Census results.

  • U.S. metro areas grew 9%, resulting in 86% of the population in metro areas compared to 85% in 2020.
  • The largest cities in the country are New York, Los Angeles, Chicago, Houston, and Phoenix.
  • The fastest growing U.S. metro area was The Villages, Fla., which grew 39% to about 130,000 people.
  • People who reported being more than one race spiked.
  • Multiracial population is now 33.8 million people, a 276% increase since 2010 (Note that the census tool has been revised since 2010 to give a more accurate racial report.)
  • White population declined by 8.6%.
  • African-American population grew 5.6%
  • Asian population grew by 35%.
  • Hispanic population grew by 23%.
  • The overall U.S. population growth has slowed to 7.4%, the slowest rate in a century.
  • More than 77.9% of the population were age 18 and over.
  • Housing units increased 6.7% to more than 140 million units.

No one expects the country to stay the same. What surprised you about the results?

Group Activities and Discussion Questions:

  1. Discuss the importance of demographics as part of environmental scanning and marketing plans.
  2. Show the recent Census results: https://www.census.gov/newsroom/press-releases/2021/population-changes-nations-diversity.html
  3. The 2020 Census map viewer can be found at: https://www.census.gov/library/visualizations/2021/geo/demographicmapviewer.html
  4. Divide students into teams. Have each team review the results. What surprised them? How can the data be used?
  5. Class discussion: What are some of the broad implications of the changing U.S. demographics?

Source:  U.S. Census Bureau; New York Time; other news sources

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