Getting back into the groove of school has been quite the struggle to say the least and it has not even been a month after winter break. I am enjoying all of my classes so far including one in particular, I am taking a visual merchandising course where I am able to create store front displays, learn how retailers create their floor plans through design and marketing techniques, and the internal aspects of what really attracts consumers to enter a store and make a purchase. I am loving the class so far because it is hands on and interesting to see the techniques and secrets that retailers use to attract customers without them even noticing. Okay your probably wondering why I am blabbing on about my classes and why this has to do with anything, so I will tell you why it is relevant.
A few days ago, I was assigned a capstone project which I requires me to create a brand from head to toe, which requires me to create a customer profile, mission statement, merchandise, marketing objectives, all of the works basically. As I was brainstorming what category of merchandise I want my brand to sell, the first thing that came to my mind is athleisure, a style trend that has been becoming widely popular, and it is my go to style. I chose athleisure targeted to women as my focal point and I began researching athleisure lines for women to get more of a grasp on the importance of this growing style. While I was researching, I came across Hilary Swank. You may know Hilary Swank as the actress who plays the lead female roles in films such as Million Dollar Baby, Freedom Writers, and oh cannot forget P.S. I Love You (PSA: do not watch without a box of tissues). Not only is Hilary Swank a successful actress, she is also the creator of a recently launched athleisure line called Mission Statement.
Mission Statement is an athletic wear brand for women that Hilary has been working on for years. She was cool ning a new term for the athleisure style called "aesthetic-wear", clothing woman can wear so they can feel comfortable and chic that she thought would carry her from her morning workouts to the rest of her day. Women in today's society are not seen as only stay at home care takers anymore, they have busier schedules than ever, leaving no time to change clothes while planning on when to pick up the kids, go to meetings, and run errands. She named the brand Mission Statement to remind women to always be in touch with their personal goals and aspirations in life, to become their genuine self. Mission Statement was years in the making for Hilary since maintaining a busy work schedule in the film industry was her entire life. It was until her father had a lung transplant and she being his sole caretaker for 12 weeks she then found the opportunity to focus and build the brand.
Hilary stressed to make sure that each piece of clothing is machine-washable and also included four dimensional-stretch fabrics imported from Paris so that the clothing will never rip or unravel. Hilary's focus was on making these pieces performance wear, without looking like it. From temperature regulating cashmere tops to washable leather pants, Hilary strived to hit the mark on her line to be considered high fashion yet day to day clothing women can wear that you can actually be active in. Mission Statement offers items such as sports bras, arm warmers, leggings, tank tops, and even leather jackets. Prices range from $125 for one of the sports bras to $1,150 for one of the leather jackets, but hey who said fashion was cheap?
Mission Statement was launched on October 18th after two years of designing and working on creating a powerful mission statement, literally.
Here are some of my favorite items from the line!
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| ZING CROP, $525.00 |
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| MINI-BREAK PLAYSUIT, $375.00 |
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| TRIPLE BACK BRA, $185.00 |
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| LEG WARMERS, $125.00 |
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| STRIDES RUN TIGHT, $195.00 |
Mission Statement clothing is available for purchase at missionstatement.com
"Athleisure is bigger than a trend, as evidenced by the people who wear yoga pants anywhere"- Eric Wilson
XOXOXO
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