Preliminary Feasibilty Study

Preliminary Feasibility Statement

The T-shirt. The t-shirt is not only an important part of daily fashion, but also a vehicle for individual expression. There have been many trends that centered around t-shirts—white with the sleeves cuffed (a la James Dean), tie dye, Generra Hypercolor and loud logos of rock bands from the 80s. The newest trend, vintage or faux-vintage t-shirts, has been spotted in virtually all social and cultural circles. From hipsters and scenesters in the Meatpacking District in Manhattan and Silerlake in Los Angeles to celebrities on MTV. The t-shirt designs have been as diverse as its owners. From the faded Miami Vice logo to a commemorative 1977 Bob Marley Germany tour design.

The Product. The product will be mostly t-shirts with an assortment of hooded sweatshirts and track jackets. All products will feature at least one faux-vintage characteristic (e.g., faded color, softness, contrast stitching, etc.). The fit will also be critical in creating the vintage appearance. The fit will be slimmer and will be snug compared to an ordinary t-shirt. The quality, or softness of the t-shirt, will also be creating the vintage appeal. It will be very soft, as if it had been washed many times prior to the purchase. The designs will be very diverse and will feature an element of popular culture or counterculture. The design will range between slogans, logos, taglines, and graphics.

The Buyers. The buyers will also feature a wide variety of demographics, from 20-something scenesters, teenyboppers to post-MBAs! Common characteristics between the buyers may be followership towards a certain popular culture (or sub/counterculture) theme and keen fashion sense (either legitimately derived or self-promoted!).

The Competition. The current competition appears to be entrenched in three major areas: major retailers such as Urban Outfitters, Internet one-offs and the brick-and-mortar boutiques. The major retailer offers a large selection. However, the designs are somewhat sanitized and its “hip factor” is usually in its mature-to-decline phase. The Internet one-offs also offer a large selection and are usually ahead in the “hip factor” curve. However, the t-shirts are not always vintage-based and are sometimes esoteric. The brick-and-mortar boutiques vary on its selection. The designs will be likely high-profile (i.e., Jessica Simpson was photographed in InTouch with the t-shirt) but the price points will also gravitate toward the extreme.

The Bottom Line. The venture in this preliminary analysis will provide a bridge among all the great characteristics exhibited by the competitors: great designs, significant “hip factor,” and quality. The aim will be to straddle the sweet spot between esoteric and mainstream.

Since product sales will be driven primarily by the designs, no special equipment or knowledge will be required. The critical element will be to stay ahead of culture and be readily adaptable. Virtually all phases of the workflow can be outsourced, which will reduce some operating costs and will allow the venture to be sustained through an Internet store front.