Athletic apparel company M.J. Soffe, best known for its signature cotton jersey cheer shorts, is doubling down on junior performance activewear for the launch of its Spring 2015 collection in-store and online early next month.
The collection will feature an expanded line of shorts, tank tops, sport bras, leggings, tees and capris made with SoffeDri moisture-wicking fabric in solids and prints of polyester and spandex which are designed, priced and marketed specifically for the junior customer. A new assortment of bottoms features a low-rise junior fit with an updated compression body and 2.5″ inseam short.
About the new line, the company told Sourcing Journal “It’s more sophisticated, with top-quality fabric and technology that give her the ultimate performance capabilities…it’s a step far above fast fashion alternatives…more trend-driven, without sacrificing performance and quality.”
The launch will be supported by a new marketing campaign, “The ‘Strength Is In Us,’” that speaks to young women’s desire to place community over self.
“The ‘Strength Is In Us’” is much more than an advertising campaign,” said Paul Anderson, Soffe marketing director. “Unlike any other brand, we’re helping to connect young women with each other in authentic ways so they can be a part of something bigger than themselves.”
The marketing campaign was developed as a result of extensive market research conducted by the company that found that its core customers, women between the ages of 13-24, were not motivated to exercise by the hyper-fantasized, over-stylized advertisements being run by brands like Nike and Under Armour that focus on one woman accomplishing something alone.
The study conducted by marketing research firm Toluna found that over 8o percent of respondents reported they are more motivated to exercise when with friends or on a team, and more than 90 percent believe they are more powerful as a group and want to be part of something bigger than themselves.
“The core customer is a junior size 18-24, though some younger customers will love the product too,” Anderson told Sourcing Journal. “The key to reaching this customer is in how you market the product.”
Soffe will be leading activities to bring young women together online and in-person, from anti-bullying efforts, to working to band the #selfie and replace it with #notselfie, to events.
The line will be offered in big box sporting goods retailers The Sports Authority and Dick’s Sporting Goods and in department stores Macy’s, Dillard’s and Kohl’s.