How does Modell’s Sporting Goods approach the lacrosse market. What strategies are employed to capture the growing youth lacrosse segment. How can innovative product development drive business growth in the sporting goods industry.
The Rise of Lacrosse: America’s Fastest Growing Sport
Lacrosse has experienced a surge in popularity across the United States, establishing itself as the fastest-growing sport in the country. This rapid expansion is particularly evident in the youth segment, which has seen the most significant increase in participation rates. As the sport continues to gain traction, sporting goods retailers like Modell’s are presented with unique opportunities and challenges.
Youth Lacrosse: Driving the Growth
The youth demographic has emerged as the primary catalyst for lacrosse’s explosive growth. This trend has caught the attention of major sporting goods manufacturers and retailers, prompting them to reconsider their product offerings and marketing strategies. However, many established brands have yet to fully capitalize on this burgeoning market segment.
Modell’s Sporting Goods: Adapting to Market Demands
Modell’s Sporting Goods, a renowned name in the sporting goods industry, has recognized the potential of the expanding lacrosse market. The company is now focusing on how to best serve this growing customer base, particularly in the youth segment.
Current Product Line and Market Gap
Despite the increasing demand, many leading brands, including those carried by Modell’s, have not yet developed comprehensive youth lacrosse equipment lines. This gap in the market presents both a challenge and an opportunity for retailers like Modell’s to differentiate themselves and capture market share.
Innovation in Youth Lacrosse Equipment: A Business Imperative
To address the needs of young lacrosse players, sporting goods companies must move beyond simply scaling down adult equipment. There is a pressing need for innovative youth protective gear that optimizes both safety and performance.
The Problem with Scaled-Down Equipment
Currently, much of the available youth lacrosse equipment consists of men’s gear that has been reduced in size. This approach creates visible problems affecting safety and performance, highlighting the need for equipment designed specifically for young players.
Research and Development: Fueling Business Growth
In the competitive sporting goods industry, research and development (R&D) play a crucial role in acquiring and maintaining customers. Companies that invest in new product development are better positioned to meet evolving consumer needs and stay ahead of the competition.
Understanding the Consumer Through Market Research
To successfully enter the youth lacrosse market, companies must conduct thorough market research to understand the specific needs and preferences of young players and their parents. This insight is essential for developing products that truly resonate with the target audience.
Product Development Strategy: The “Prince I” Concept
One potential approach to capturing the youth lacrosse market is the development of an all-inclusive, compression-molded protective gear set specifically designed for young players. This concept, which could be named “Prince I,” would address the unique needs of youth players while building on the brand equity of existing adult product lines.
Key Features and Benefits
- Compression-molded design for improved fit and protection
- Lightweight materials for enhanced mobility
- Adjustable components to accommodate growing players
- Improved ventilation for comfort during extended play
Marketing and Distribution Strategies
Successfully launching a new youth lacrosse product line requires a comprehensive marketing and distribution strategy. This approach should leverage various channels to reach the target audience effectively.
Pricing Strategy
A tiered pricing strategy could be employed to cater to different market segments:
- Core Colorways: Retail $129, Wholesale $65
- Exclusive College Team Colorways: Retail $139, Wholesale $70
- Customized Colorways (available on the brand’s website): Retail $159, Wholesale $80
Distribution Channels
To maximize reach and accessibility, the product should be available through multiple channels:
- Sporting goods retailers (e.g., Dick’s, Modell’s, City Sports, Lax.com)
- Direct-to-consumer sales through the brand’s website
- Potential exclusive early release partnerships with top retailers
Promotion and Brand Building
A multi-faceted promotional strategy can help build brand awareness and drive sales of the new youth lacrosse equipment line.
Leveraging Professional and College Players
Utilizing a “R&D Team” composed of professional and college lacrosse players can lend credibility to the product and create engaging promotional content. This team can participate in youth clinics, create online tutorials, and star in promotional videos.
Digital Marketing and Social Media
A strong web presence is crucial for reaching today’s tech-savvy youth and their parents. This can be achieved through:
- Active social media accounts on platforms like Facebook, Twitter, and Instagram
- Email marketing campaigns
- Influencer partnerships with popular lacrosse players and coaches
Sponsored Events and Team Partnerships
Engaging directly with the lacrosse community through sponsored events and team partnerships can help build brand loyalty and increase product visibility. This could include sponsoring youth lacrosse town teams, recreational leagues, and tournaments.
Financial Projections and Success Metrics
To ensure the success of the new youth lacrosse product line, it’s essential to establish clear financial projections and success metrics. These may include:
- Sales targets for the first year, broken down by quarter
- Market share goals within the youth lacrosse equipment segment
- Customer acquisition costs and lifetime value projections
- Brand awareness and sentiment metrics
By closely monitoring these metrics, companies can assess the performance of their youth lacrosse initiative and make data-driven decisions to optimize their strategy over time.
Expanding the Product Line: Future Iterations
As the youth lacrosse market continues to evolve, companies should plan for future product iterations to maintain their competitive edge. This could involve:
- Developing “Prince II” and “Prince III” versions with enhanced features
- Expanding the product line to include additional equipment categories
- Incorporating feedback from players, parents, and coaches to drive continuous improvement
By staying attuned to market trends and consumer needs, sporting goods retailers like Modell’s can position themselves as leaders in the growing youth lacrosse segment.
Leveraging Technology for Enhanced Performance and Safety
As the sporting goods industry continues to evolve, incorporating cutting-edge technology into youth lacrosse equipment presents an opportunity for differentiation and added value. How can companies leverage technological advancements to enhance the performance and safety of youth lacrosse gear?
Smart Protective Gear
One potential avenue for innovation is the development of smart protective gear. This could include:
- Impact sensors that track and analyze hits to help prevent concussions
- Integrated heart rate monitors for performance tracking
- Adjustable padding systems that adapt to different playing positions
Advanced Materials Research
Investing in research and development of advanced materials can lead to significant improvements in equipment performance and durability. Some areas of focus might include:
- Lightweight, high-strength composites for stick construction
- Breathable, moisture-wicking fabrics for improved comfort
- Impact-absorbing foams and gels for enhanced protection
By integrating these technological advancements, companies can create youth lacrosse equipment that not only meets but exceeds the expectations of players, parents, and coaches.
Sustainability Initiatives in Youth Lacrosse Equipment
As environmental concerns become increasingly important to consumers, how can sporting goods companies incorporate sustainability into their youth lacrosse product lines?
Eco-Friendly Materials
Utilizing eco-friendly materials in the production of youth lacrosse equipment can appeal to environmentally conscious consumers. This could include:
- Recycled plastics for protective gear components
- Organic, sustainably sourced materials for clothing and accessories
- Biodegradable packaging options
Circular Economy Initiatives
Implementing circular economy principles can help reduce waste and extend the lifespan of youth lacrosse equipment. Some potential initiatives could include:
- Equipment recycling programs
- Trade-in incentives for upgrading to newer models
- Refurbishment services for used equipment
By prioritizing sustainability, companies can not only reduce their environmental impact but also appeal to eco-conscious consumers and potentially reduce long-term production costs.
Customization and Personalization in Youth Lacrosse Gear
In an era of increasing personalization, how can sporting goods retailers like Modell’s offer customized youth lacrosse equipment to meet individual preferences and team needs?
Online Customization Tools
Developing user-friendly online customization tools can allow young players and their parents to personalize their lacrosse gear. This could include:
- Custom color combinations for protective gear
- Personalized name and number printing on jerseys and equipment
- Team logo integration for club and school teams
In-Store Customization Services
Offering in-store customization services can provide an engaging retail experience and drive foot traffic to physical stores. This might involve:
- 3D printing stations for custom stick end caps or protective gear components
- On-site jersey printing and embroidery services
- Custom fitting services for helmets and protective gear
By embracing customization and personalization, retailers can differentiate themselves in the market and create a more engaging shopping experience for young lacrosse players and their families.
Building a Youth Lacrosse Community
Creating a strong sense of community around youth lacrosse can help drive engagement and brand loyalty. How can sporting goods retailers foster a vibrant youth lacrosse community?
Digital Community Platforms
Developing digital platforms specifically for the youth lacrosse community can create valuable touchpoints with customers. These platforms could offer:
- Training tips and tutorials from professional players
- Forums for players, parents, and coaches to connect and share experiences
- Live streaming of youth lacrosse events and tournaments
Youth Lacrosse Ambassador Program
Creating a youth lacrosse ambassador program can help build authentic connections with young players and their families. This program could include:
- Opportunities for young players to test and provide feedback on new equipment
- Social media takeovers by youth ambassadors
- Mentorship programs connecting youth players with college and professional athletes
By fostering a strong youth lacrosse community, retailers can create lasting relationships with customers and position themselves as integral parts of the lacrosse ecosystem.
Data-Driven Decision Making in Product Development
In today’s data-rich environment, how can sporting goods companies leverage data analytics to inform their youth lacrosse product development and marketing strategies?
Performance Data Analysis
Collecting and analyzing performance data from youth lacrosse players can provide valuable insights for product development. This could involve:
- Partnering with youth leagues to gather playing statistics
- Analyzing data from smart equipment to identify areas for improvement
- Conducting biomechanical studies to optimize equipment design
Consumer Behavior Analytics
Understanding consumer behavior can help companies tailor their products and marketing strategies more effectively. This might include:
- Analyzing online browsing and purchase patterns
- Conducting sentiment analysis on social media and product reviews
- Using predictive analytics to forecast trends in the youth lacrosse market
By embracing data-driven decision making, sporting goods companies can develop products that better meet the needs of young lacrosse players and create more targeted marketing campaigns.
Collaboration and Partnerships in the Youth Lacrosse Ecosystem
Forming strategic partnerships within the youth lacrosse ecosystem can help sporting goods retailers expand their reach and enhance their product offerings. What types of collaborations could benefit companies in this space?
Educational Institutions
Partnering with schools and universities can provide valuable opportunities for product exposure and development. These partnerships might include:
- Equipment sponsorships for school lacrosse programs
- Collaborative research projects with university sports science departments
- Internship programs for students interested in sports equipment design and marketing
Youth Lacrosse Organizations
Forming alliances with youth lacrosse organizations can help companies better understand and serve their target market. These collaborations could involve:
- Co-branded equipment lines with popular youth lacrosse leagues
- Sponsorship of youth lacrosse camps and clinics
- Joint development of safety guidelines and equipment standards
By fostering collaborations across the youth lacrosse ecosystem, sporting goods retailers can create a more comprehensive and integrated approach to serving young players and growing the sport.
Stephanie DelVecchio
Stephanie DelVecchio
2012
RISD
Business of Product Design Studio
Brief
Choose a company and create a product line extension proposal alongside a viable business plan.
Concept
Brine is king of lacrosse. Lacrosse is the fastest growing sport in the U.S. and youth lacrosse is the fastest growing segment. Brine does not currently make youth lacrosse equipment…
Who We Are
How We Can Strengthen Our Nation
Lacrosse is the Fastest Growing Sport in the US.
Youth
Lacrosse
is driving this growth.
We do not currently offer Youth lacrosse equipment.
R & D fuels our business.
We acquire and maintain customers through new product development.
We need to extend our offer to Youth Lacrosse.
How? Understand the Consumer through Market Research
Youth lacrosse equipment is essentially Mens equipment that has been taken down to a smaller size run. This creates visible problems that affect safety and performance.
Competitive Analysis
Huge need for innovative Youth protective gear that optimizes safety and performance.
Concept Development
Materials & Manufacturing
Prototypes
Final Product: “Prince I”
Launch in Core Colorways and Exclusive College Team Colorways
Branding
Marketing Mix
Product
“Prince I”
All-Inclusive Compression-Molded Protective Gear For Youth Lacrosse Players
Iterations of the product will follow as Prince II, Prince III, etc.
“Prince” Youth protective gear meant to proceed existing “King” Mens protective gear.
Price
Core Colorways
Retail $129
Wholesale $65
Exclusive College Team Colorways
Retail $139
Wholesale $70
Customized Colorways (Brine.com)
Retail $159
Wholesale $80
Place
Sporting Goods Retailers
Dick’s, Modells, City Sports, Lax.com
Potential for exclusive early role for top retailers
Direct to Consumer
Brine.com
Online customization with team colors
In-store Delivery Date
2/1 for the start of Spring lacrosse season
Promotion
Utilize our “R & D Team” of Professional and College Lacrosse Players
Youth clinics, online tutorials, and promotional videos.
Large Web Presence
Facebook, Twitter, Instagram, and email blasts.
Sponsored Events
Youth lacrosse town teams, recreational leagues, etc.
Financial Success
Copyright © 2008 – Stephanie DelVecchio Glaze All Rights Reserved
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Modell’s began in Manhattan in 1889 when Morris A. Modell opened a small sporting goods store. More than a century later, Modell’s is still a trusted name in the sporting goods business. This family-owned retailer offers customers the sports equipment and merchandise they need. Footwear is available for men, women, and children. While customers can find high-quality running shoes from brands like Adidas and Nike, Modell’s also has a large selection of specific athletic shoes for sports like soccer, lacrosse, and baseball. The apparel options range from sports team tees to camp-ready outerwear. Frequent gym goers will appreciate Modell’s selection of gym bags, and athletes will enjoy the array of team sports equipment. From lacrosse sticks to football cleats, Modell’s has everything you need for the next big game.
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Buick has unveiled the new generation of the LaCrosse model
Auto
Install the CSN application
Buick LaCrosse is currently only available in the Chinese market.
Recall that the model was introduced to the general public in 2016 , although after only three years, it left the native US market. The reason for this was the very low demand for the sedan and the decision of the concern General Motors to focus on the production of models of the popular segment SUV . Thus, the auto brand reduced its model line, removing sedan and hatchback models from it. So it is the LaCrosse that is now the key model in the Chinese market, and, by the way, a new generation is being prepared.
Declassified the appearance of new photos, stored in the public domain in the database of the Ministry of Industry of China. Looking at the photo, we can conclude that the novelty has received a redesigned exterior, which is now branded for the auto brand.
Many styling and design features on the front of the model are taken over from the Buick Century .
Here, the similarity of the geometry of the hood (stamping and general contours), the unusual front optics and the massive trapezoidal radiator grille , diverging towards the lower part of the bumper, are clearly visible. The rear part of the body has also changed somewhat: the new generation received a different trunk lid , revised rear optics (now connected by a wide bar) and an updated brand logo. The rear bumper has also been revised, especially in the lower part, where reflectors of a different shape and new exhaust pipes are now located. . At the same time, the new generation Buick LaCrosse has acquired original alloy wheels. Auto has become a little shorter than (4996 mm versus 5026 mm in the current generation), although it is built on the same modular architecture.
New LaCrosse 9The 0010 will get the 2.0-litre turbo engine, delivering 230 hp.
The current generation is equipped with a gasoline turbocharged engine with a displacement of 1.3 liters with a capacity of 165 hp. and above 2.0-litre 4-cylinder turbocharged in-line engine producing 240 hp By the way, the current generation of the sedan also has a hybrid modification, it is based on a 1.8-liter naturally aspirated gasoline engine articulated with an electromechanical variator transmission, a pair of electric motors and a lithium-ion battery pack for 1.5 kWh . Judging by the development trend of the Buick brand in the Chinese market, the new generation of the LaCrosse model will also receive a hybrid power plant.
Breaking news
Buick La Crosse
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