Marketing Inteligence Exam Project: Snowboarding

... Scenario The launch of a new brand of T-shirts. The idea being that the T-shirts in question is designed to cater for people involved in skiing and/or snowboarding. During the last ten years, a whole industry designing and selling t-shirts, sweatshirts, hats etc, for the practitioner of "adventure sports" has developed. Designs, which tells people that the wearer is involved in these activities. Mostly brands like Billabong, Quicksilver, in surfing, Vans in skating, but also Seven Tenths and Nitrogen Narcosis for scuba diving. However, in skiing and snowboarding, there is at the moment nothing like this. There is of course the big ski brands that has started to produce products for their customers to wear off the slopes, but these are simple designs with just the brand name or logo printed. Nothing "cool" enough to wear out on the town. From own experience and from talking to a

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