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Profile of Sweaty Betty: a trailblazer in women%s fitness wear

  • November 2015
  • -
  • Textiles Intelligence
  • -
  • 18 pages

Sweaty Betty is a UK-based provider of premium activewear apparel garments which incorporate a combination of high-performance fabrics and fashion styling. The Sweaty Betty brand has become highly distinctive and enjoys a cult-like following from affluent women who view exercise as an integral part of healthy living. The brand is also very popular with fashion enthusiasts and celebrities. Furthermore, the company is well known for promoting a healthy lifestyle and for its unique corporate ethos – particularly its commitment to the wellbeing of its staff. Since its foundation in 1998, it has enjoyed rapid financial growth. This has been attributed largely to the company's success in targeting the athleisure market sector, which is expanding rapidly. Sweaty Betty has recently established a retail network on the East Coast of the USA, and plans are well under way for further expansion in the country – aided by financial backing from Catterton, a private equity firm. This report provides an overview of the development of Sweaty Betty since its foundation, as well as the company's products and the technologies they incorporate. Also, the report discusses the company's mission, corporate ethos and strategy, distribution, sales and marketing, competition and financial performance, and provides an outlook for the future.

Table Of Contents

Profile of Sweaty Betty: a trailblazer in women%s fitness wear
List of contents
SUMMARY
INTRODUCTION
COMPANY DEVELOPMENT
MISSION, CORPORATE ETHOS AND STRATEGY
Mission
Corporate ethos
Strategy
PRODUCTS
FABRICS AND TECHNOLOGIES
Fabrics: sensitive
Product design
Product testing
DISTRIBUTION, SALES AND MARKETING
Distribution
Stand-alone stores and concession stores
Online retailing
Sales
Marketing
Ambassadors
Celebrities
Fitness campaigns
COMPETITION
FINANCIAL PERFORMANCE
OUTLOOK


List of tables
Table 1: Sweaty Betty: clothing product range, 2015
Table 2: Sweaty Betty: garment fabrics and technologies, 2015
Table 3: Sweaty Betty: location and number of stores and concessions, 2015
Table 4: Sweaty Betty: key financial data, 2009/10-2013/14


List of figures
Figure 1: Yoga vest
Figure 2: Running jacket
Figure 3: Swimsuit
Figure 4: Yoga leggings
Figure 5: Running shorts
Figure 6: Sweaty Betty: store interior
Figure 7: Sweaty Betty: sales, 2009/10-2013/14

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