Sarah Fulcher

Word Count: 2,031

 Business Plan
Executive Summary
Roam & Riot introduces a high-quality, bohemian take on modern-day tennis apparel/
activewear at a competitive price. The brand emanates a fun, fashionable, free-
spirited feel for female athletes, but does not sacrice practicality for style. Roam &
Riot incorporates both aesthetics and functionality, pulling together an innovative
activewear brand.

Market Analysis
Competitors include: Stella McCartney for Adidas, Lululemon Athletica, and Free
People Movement.

-Adidas & Stella McCartney

collaboration established in
2005
-Products in over 400 stores
worldwide in over 40 countries

-Free People Movement

established in 2012
 -Over 200 stores in US,
Canada, & Australia

Company Description
Our company provides consumers with tennis apparel/activewear that is not only the
highest quality, but follows the latest runway trends. Unlike our competitor brands, our
clothing offers versatility and functionality. Since our tennis dresses convert into
separate tops and skirts, our brand provides an innovative and unique element to the
activewear industry.
Target Customer:
Roam and Riots ideal customer will be active females aged between 13-40. We have
divided our target customers into two different types. Both types are athletic, active,
stylish female consumers, but they also posses distinct differences.



Organizational & Management
Business Structure:
Roam and Riot functions as a partnership consisting of two designers who share the
management and responsibility of the company. This business structure was
determined to be the most advantageous option for Roam and Riot because of the tax
treatment offered. Although the personal liability posed by a partnership is a common
concern for businesses, both of our general partners have very similar business and
working styles, and compliment each other well in the workplace. This professional
relationship is much more benecial than it is detrimental to the success of the Roam
and Riot brand.
Manufacturing:
Our main fabric manufacturer, Carvico (Italy), provides internationally renowned
fabrics, known for the highest quality materials, cutting-edge equipment, focus on
current trends, and specialization in activewear fabrics. Carvico offers an extensive
range of color options for each type of fabric and their prociency in sportswear make
this company ideal for the manufacturing of Roam and Riot products. Carvico fabrics
undergo a series of specic processes and several quality tests. All of their fabrics
provide extreme breathability, UV protection, shape retention, and pilling retention.
Select fabrics offer extra comfort, and compact structure with advanced shaping
effects.
Fabric Selection:
Four main fabrics will be used for Roam and Riot garments including Carvico Aspen,
a full-dull polyester perfect for transfer printing and producing brightly colored
pieces. This fabric also consists of the LYCRA XTRA LIFE elastomer which is
extremely long-lasting and resistant to suntan creams and oils. The second fabric is
the Beverly and is a satin-like, glossy fabric, offering a perfect t and unique, style-
focused look. The third fabric is the Atlanta Plus, providing resistance from abrasions,
while ensuring the best t over time. The fourth fabric is the Chine, a lycra and nylon
combination with a stylish heather look, extra comfort, soft, and exceptional
breathability.
Garment Manufacturing:
Rag & Beau manufacturing in North London will be our primary garment
manufacturer. This decision was made based on the fact that they often work with new
designers, and therefore are able to carry out small orders. Rag & Beau offers a large
stock of fabrics and trimmings and promptly complete orders.
Marketing and Sales
Marketing Mission:
Our marketing mission emphasizes the high style and quality of the brand, while also
employing the idea of a new generation of stylish tennis/activewear. Often activewear
brands sacrice style for performance, in turn, losing potential customers. Roam and
Riots marketing campaigns will focus on changing this tired nature of athletic apparel
and concentrate on current trends and innovative designs to bring a new generation
of tennis and activewear to consumers.
Advertising-Character Hook:
Roam and Riots initial spokesperson will be British professional tennis player, Laura
Robson (22 years old). Being an up and coming athlete, Robson is not widely-known
outside of the tennis community. However, this is advantageous to our marketing
strategy since she will attract consumers who arent elite tennis players. Robsons easy-
going and warm demeanor will evoke universal appeal and the non-elite consumer
base will see her as a young, fresh, relatable, and trendy athlete.
Marketing Ideas:
Events- Our rst event would be a unique take on a launch party. Instead of a party,
however, the event would be in the form of a female tennis tournament. This event
would take place in London and be host to female athletes ages 10 and up. At the
event, guests will be able to partake in free group lessons with local tennis pros, and a
lottery will decide a small group of girls who will be given a group lesson with Laura
Robson. Throughout the day there will be fashion shows where young women (10-18)
can walk the runway in Roam and Riot looks.
Social Media:
Roam and Riot has accounts on Facebook, Instagram, Twitter, and Pinterest. Our
strong social media presence will be created through our high level of activity,
involvement in social media communities, and brand ambassadors. These brand
ambassadors will be both elite and beginner tennis players, appealing to a wide
market. After the selection process, ambassadors will be sent one Roam and Riot look
which they will post photographs of themselves wearing on their social media
accounts attached to the Roam and Riot hashtag (#roamandriot). Depending on the
reach and success of these various accounts, there will be a nal selection to decide
the nal group of brand ambassadors.
These are a few examples of Instagram users who have strong, yet diverse groups of followers.
Product Line
Our product line consists of three different tennis dresses that all can be converted
into separate tops and skirts. Our rst dress is called the The May and is our most
lightweight piece. The second dress is The October and is our mid-weight, mild-cool
weather dress. The third dress is The December and is our heaviest jacket for cool-
cold weather. Each dress will be available in the same three patterns/colors.

Dresses can be zipped

apart to form
a separate top & skirt

The May The December

Color Palette
Funding Requests
Sponsorship Proposal:

Roam and Riot is a fresh, innovative activewear brand focused on bringing a new level
of style and quality to female tennis players and athletes. Roam and Riot only utilizes
the highest quality of activewear materials and follows up-and-coming fashion trends,
pioneering a new generation of trend-led athletic apparel. Not only do we emphasize
quality and fashion, but practicality. By crafting convertible dresses which can easily be
taken a part to form a separate top and skirt, Roam and Riot pieces are not simply
dresses, but three clothing items that minimize the divide between training apparel
and everyday fashion.

The starting point of the sponsorship offer to Bain de Soleil will be a sponsored tennis
event and tournament. Through this partnership, we can provide additional options
such as: a private Bain de Soleil cabana for adult guests, sponsorship-naming of the
event such as The Bain de Soleil Cup, etc. Roam and Riot has offered this
sponsorship option, allowing the opportunity for increased awareness of the Bain de
Soleil brand to a wide variety of consumers. Having target markets that coincide, both
Roam and Riot and Bain de Soleil would form an advantageous partnership.

The next sponsorship offer would be the inclusion of Bain de Soleil product samples
with Roam and Riot product purchases. Due to the nature of Roam and Riot products,
the majority of our customers spend a lot of time outdoors and therefore are likely to
be an ideal consumer of Bain de Soleil products.
Collaboration Proposal:

Free People Movement

Free Peoples activewear brand offers yoga, running, dance, and tness apparel. Their

lack of tennis apparel, in terms of consumer-base, puts them behind other high-end

sportswear brands such as Lululemon. Free People Movement was chosen because

its style resembles similar aspects of Roam & Riot, such as: bohemian, sporty, and

high-fashion. Both brands have similar target markets, providing an opportunity for

each of them to expand their customer-bases even further.

The collaboration proposal for Free People Movement offers a complimentary and

advantageous partnership for both brands. Free People Movement and Roam & Riot

have similar target market and therefore shared ideas and designs would maintain

each brands identity while adding fresh and innovative design elements. More

specically, the collaboration proposal offers Free People Movement the opportunity

to partner with Roam & Riot and create a line of tennis dresses exclusively for the Free

People Movement brand. These dresses would be the Roam & Riot signature

convertible dresses, therefore, potential customers would not need to be elite tennis

players, but a vast array of female athletes.

Notes:
-Costings and other nancials were not able to be calculated due to my time
constraints, and also because I was not in a group but by myself.

Works Cited

"15 Stylish Activewear Brands You Probably Dont Know." StyleCaster. 2014. Web. 01
Apr. 2016.

"11 Stylish Alternatives to Lululemon." Popsugar. Web. 3 Apr. 2016.

"Welcome to Let's Make It Here." Lets Make It Here. Web. 05 Apr. 2016.