1

LUNA: Product Line Development Analysis

Alyssa Luna

Department of Fashion Merchandising, St. Thomas University

FAS-400-01

Professor Rzyczycki

November 20, 2023

 1

The Beginning of Luna

The origin of the name Luna comes from the Latin translation “Goddess of the moon.” Having a

goddess name was important to the company's philosophy of female empowerment. Every

female athlete who wears Luna should “Feel like a goddess.” Having the moon associated with

the brand's identity while using different shades of turquoise to represent the sky is

important. Not only do the turquoise shades represent symbolically the sky but as well as

physiologically they represent creativity and balance. Luna believes that athletes have a great

balance in their everyday lives. Yet is there a balance when it comes to their creativity? Luna

believes the best form of creativity is through fashion. That is why the first line that is being

launched is dedicated towards athletes and their versatile pre-game "Tunnel fits.”

Luna is a mid-luxury active streetwear brand sold to retailers such as Kith, Amiri, and

many more. Targeting mostly Gen Z (age range: 16-26) female athletes looking for a creative

outlet through fashion with the empowerment of their sport. Understanding the needs of female

athletes off and on the court/field while making versatile pieces was important when creating this

first line dropping Spring of 2024. This first drop is geared towards pregame tunnel outfits and

the versatility that can be worn on the court/field if chosen. The whole mission of the brand is “It

doesn’t matter the age, sport, or level you play, if you look good you play good!”

One of the biggest inspirations when creating Luna’s first line was Pro-Softball player

A.J Andrews. With A. J’s mixed style of glitz and glam, activewear and streetwear, and big

social media and television presence, Luna found her to be the best face for this first line. With

the female sports, fandom, and sponsorships growing all within this next decade this is the

perfect time to launch a fashionable female athlete active and streetwear wear line.
 1

Consumer group/ lifestyle trends

Luna is mostly targeting Gen Z female athletes with an average age of 24years old. The

age range spans from athletes in high school, college, and professional. A third of professional

athletes are between the ages of twenty and thirty. According to Claritas Prizm Premier Segment

Narrative 2022 it states “Young & Influential is a segment of college educated mainly 25-44-

year-old adults who are influential in their communities and social networks and are very tech

savvy. The segment is a common address for upper-middle-class singles and couples who are

more preoccupied with balancing work and leisure pursuits and who live in apartment complexes

surrounded by ball fields, health clubs, and casual-dining restaurants” (Claritas, 2022). Luna's

target demographic, with an average age of 24, fits seamlessly into this category. Luna's goal is

to ensure that its products appeal to young and influential individuals who value social and

athletic settings.

Within the same Claritas segmentation article Young influentials are sub categorized

middleburbs. In article it states “The five segments that comprise Middleburbs share a middle-

class, suburban perspective, but there the similarity ends. Two groups are filled with very young

residents, two are filled with seniors and one is middle- aged. In addition, S3 includes a mix of

both homeowners and renters as well as high school graduates and college alums. With good

jobs and money in their jeans, the members of Middleburbs tend to have plenty of discretionary

income to visit nightclubs and casual-dining restaurants, shop at midscale department stores, buy

dance and easy listening CDs by the dozen and travel’ across the U.S. and Canada”

(Claritas,2022). It is essential for Luna, as a new athletic clothing brand, to comprehend and

match the tastes and habits of the Middleburbs market. Given the level of financial freedom, this

group represents a market for premium sportswear that fits their lifestyle and taste requirements
 1

to their performance demands. Luna can establish itself as the go-to option for female athletes

who appreciate both fashion and utility in their sportswear, appealing to a wide spectrum of

Middleburbs consumers. This approach ensures that Luna reflects unique qualities and

preferences of the target market, strengthening the bonds of consumers and developing a sense of

brand loyalty.

Industry/ Fashion Trends

It's crucial that the moon is connected to the brand's identity by representing the sky with

different shades of turquoise. In addition to symbolizing the sky, the shades of turquoise also

physiologically symbolize creativity and clarity. According to the article Discover the meaning,

psychology, and symbolism of Turquoise color it states “In terms of psychology, turquoise is

often seen as a color of communication and self-expression. It is thought to inspire creativity and

clarity of thought, and it is often used to encourage self-discovery and self-reflection. Turquoise

is also a very spiritual color, and it is believed to have strong healing properties. It is often used

in meditation and spiritual practices, and it is thought to help connect individuals with the

divine” (Psychology color 2023). Luna thinks that athletes have very balanced lifestyles. In

terms of their creativity, is there a balance? According to Luna, fashion is the purest form of

artistic expression. To reflect this, the first clothing line is devoted to athletes and their adaptable

"Tunnel fits" before games, as well as their connections to their divine selves.

Understanding an athlete's mindset both on and off the court was crucial when

developing the first clothing line, which was inspired by adaptable "tunnel fits". Though style is

important, what matters even more is versatility. Athletes are looking for clothes they can warm

up in or wear before a match. For this reason, the initial trio of looks designed are adaptable,

switchable, and fashionable.

 1

A mesh shrug was the first initial piece made when creating this clothing line. Its design

goal was to produce a warming piece that didn't require a lot of layers to warm up. WGSN

recently stated a mesh base layer is going to be popular in 2024. According to the article Design

Capsule: women’s active travel tourism S/S 24 it states “focus on hybrid comfort, off-the-body

fit and modesty. Design styles that protect the shoulders and back from sun exposure. Use a mix

of solids and print to create fun combinations that take this item from the laptop to energized

adventure” (Browning 2023). Since Luna isn't a sports-specific athletic brand, this fits perfectly.

Several outdoor sports can benefit from having a mesh warm-up or cover-up layer to shield them

from the sun. In the process of researching WGSN's next spring and summer 2024 trends, more

active wear inspirations were added. For example, a cropped base layer, branded body suit, and

retro pants. According to the article Design capsule: active womens emotional minimalism s/s 24

it states “update long sleeves with cutout effects that give a subtle sensual touch to performance

knits. Adjust how much skin to reveal according to your consumer; this style can be modified to

extend through the hood or torso for modest coverage. This design includes an optional

removable resort crop for two-in-one value” (Browning 2023). Luna thought it would be great to

have a detachable crop. It met the requirement of having interchangeable outfits. Thus, it was

obvious to combine the two most recent layering trends in women's activewear. That's how the

mesh shrug's original concept came to be.

Given that Generation Z is our target market and includes high school students, Luna still

desires elements of youth in the designs. Further research on WGSN indicates that two trendy

youthful elements of women's active wear in 2024 will be tennis skirts and contrast trim tanks.

According to the article Design capsule: young women's street #sportcorer s/s 24 it states, “the

mini-length, skater-style skirt plays a core part in uplifting the teen girl aesthetic. For additional
 1

functionality, inject pleating details while opting for a skort construction. The skort is a key item

for S/S 24, which is best for active movements while showing a youthful feminine appeal.

Incorporate detachable under shorts for transformative styling” (Park 2023). Once more, this is

ideal since it aims to project a youthful vibe while maintaining the skirt's interchangeability with

various looks. When designing this first clothing line, a low impact sports bra was one of the

final designs. According to WGSN article Core item update: women’s active apparel s/s 24

states “The sports bra becomes a statement item, used as a standalone essential or layered under

an active windbreaker. Creative color, tactility and comfort are key elements for S/S 24, with this

core item worn equally in sports performance and travel or leisure environments. Update

fabrication through resort inspired terry toweling. Add texture through creative colour and wide

rib Constuction . Design for high sun exposure and all-day protection” (Browning 2022). Which

is excellent in theory. It is possible to wear this piece alone or layered beneath other clothing.

Fundamentally remaining adaptable and comfortable. Comfort, durability, and protection for

athletes are all factors that Luna always considers when creating designs.

The first three designs by Luna will feature three different types of fabrics: Gore-Tex(

ptfe fluroropolymer), organic mesh cotton, and nylon cotton (Nyco). With the exception of one

environmentally friendly fiber, the majority of Luna Design's materials are synthetic. Durability

in active wear was given top priority during design. Having said that, synthetic fibers would

produce the greatest outcome when generating the active wear. Nonetheless, Luna is aware of the

environmental effects of using synthetic fibers. Japan, China, United Kingdom, and the the

United States all produce GORE-TEX. GORE-TEX provides exceptional performance for

activewear and waterproof technology. Luna discovered that this fiber is the most versatile,

strong, and breathable. Regarding pricing, the article "What is Gore-Tex fabric: properties, how
 1

it's made, and where states. “GORE-TEX is one of the most expensive synthetic fabrics. It is

only possible to source this textile from the W.L. Gore corporation, which charges relatively

hefty prices. Once you have acquired GORE-TEX fabric, you must send your completed

garments back to W.L. Gore for certification, which entails an additional fee. Many

manufacturers believe, however, that the GORE-TEX logo is well worth the price.” (Sewport

support team 2021). Luna thinks that the best quality will come from fibers like Gore-Tex. In

terms of quality, the price point will speak for itself.

As previously stated, using cotton mesh and cotton nylon blends is equally crucial to our

design process. In the article What is Cotton Mesh Fabric it states “If you’re looking for a

breathable and versatile material, cotton mesh fabric is commonly used in various applications.

In the fashion industry, cotton mesh fabric is a popular choice for clothing items such as t-shirts,

tank tops, and dresses. Its open-knit structure allows for excellent airflow, making it ideal for

warm weather garments. The lightweight and stretchy nature of cotton mesh fabric also make it

great for activewear and sportswear, providing comfort and flexibility during physical activities”

(Rohan 2023). Luna uses blends of cotton and nylon as well as cotton mesh in their designs with

careful consideration. Acknowledging the adaptability and breathable nature of cotton mesh,

Luna utilizes its airflow qualities, in providing a perfect option for sportswear and activewear.

Luna's commitment to providing to the different needs of its target audience is demonstrated by

offering athletic wear that is breathable, adaptable, and comfortable. Comprehending the caliber

of Luna's attire is crucial. Particularly considering the fibers that are being utilized. The prices

may range from the mid to higher range depending on the demographic, competitors, and

clothing quality. Gore-Tex apparel costs between $100 and $600. While cotton mesh costs about

$12 per yard, cotton nylon costs about $45 per yard.
 1

As Luna's design process moves forward, the combination of breathable cotton blends

and high-performance synthetic materials will help create activewear that prioritizes durability

while also guaranteeing optimal comfort and flexibility during physical activities.

Economic Trends

The CLARITAS segmentation page indicates that the Luna demographic is a young,

influential group with an estimated annual income of $72,401. The bulk of our female athletes

who compete professionally have college degrees, indicating that this demographic has a high

level of education. This group of people has some intriguing characteristics, such as spending

almost $500 on athletic shoes and going to casinos to place bets on sports. which is intriguing

since it demonstrates their willingness to spend money on athleisure and athletics. Indicating that

they have extra money to spend generously, by placing bets at casinos. This suggests the average

consumer has the disposable income to purchase mid-range luxury clothing. Rates that aren't

absolutely outrageous. Reasonable costs that are comparable to competitors.

Luna's mid-luxury vibe is crucial to the brand's objective. Given that Gen Z is the target

market, streetwear retailers are seeing an enormous increase in sale at these kinds of stores. In

WGSN the article Global: New contemporary & streetwear storers 2023 stats, “streetwear stores

are taking on a more elegant and refined look, borrowing from the design codes of luxury houses

with minimalist, pared-back settings, sophisticated color palettes and luxe materials” (Saunter

2023). Retail stores like Kith, which are located in major cities across the world, sell Luna. These

shops add a hint of luxury to the fashion scene while also contributing to the streetwear aesthetic

that WGSN discusses. which includes the streetwear aesthetic that Luna embodies with versatile

activewear.
 1

Luna has decided to use Appareify for manufacturing. An environmentally responsible

and moral manufacturer. Although Luna is aware of the negative effects synthetic fiber use has

on the environment, it still wants to do everything it can to live as sustainably as possible.

Appareify has an excellent ethical rating based solely on intuition. They employ renewable

energy during the manufacturing process, recycled materials for packaging, and low impact dyes

and finishes. An additional justification for manufacturing with them is that they are well-known

for their organic cotton. They're locatdd in China's Guangdong region.

One of Appareify's primary selling points for making Luna is that they let customers tour

factories to guarantee complete transparency. According to the article Appareify Review:

undercovering the best clothing manufacture it states “Appareify's one-stop solution helps

businesses save both time and money. By consolidating the entire manufacturing process,

businesses can avoid dealing with multiple suppliers, thus reducing the time and cost of sourcing

materials, production, and logistics. Moreover, Appareify's efficient production process ensures a

shorter turnaround time, meaning businesses can receive orders faster and focus on other

operations”( San Fransico Examiner, 2023) Overall, Apperify is thebest option to manufacture

with. They will be the best in terms of pricing, turn around time, sustainability, and transparency

from a logistical standpoint.

Competing company's research

Wilson sporting goods is Luna's main competitor. Currently, it is available for eight different

sports. On the Wilson official website it states, “Introducing the Wilson Sportswear collection.

Performance athletic apparel designed by athletes, for athletes. Our men's and women's

activewear pieces are sport-inspired, designed to take you from the field, court, or green, and
 1

transition seamlessly into your everyday lifestyle. Unique pieces designed to be mixed, matched,

and above all else keep you in the game” (Wilson). Wilson's mission statement and Luna's

intended message are extremely similar. Particularly in regard to interchangeable apparel. Luna

differs greatly from Wilsons apparel because it is designed exclusively for female athletes and

has a unique aesthetic.

The Wilson company's previous athletic background in sports gear is what has

contributed to its success. It becomes easier for an athlete to relate to. According to Forbes article

Wilson sportswear builds on legacy of brand with frequent liffe style apperal releases states

“Wilson's authenticity in sports equipment has made it so other brands want to work with them.

It makes it pretty easy to engage brands” (Newcomb 2021). Which could make it challenging to

compete. Considering that they already have a demographic and market that is interested in the

Wilson brand. In addition, it is offered for sale in stores like Kith. A store where Luna is

available for purchase. In comparison, prices are fairly comparable between the two companies.

The typical cost of a skirt is approximately $68; pants can be purchased for $100 to $120; and

tanks typically cost $58. While some of Luna's prices differ from Wilsons, they are still very

close to the listed prices.

Conclusion

To sum up, Luna's journey starts with a dedication to female empowerment, which is represented

by the moon's connection and the name that is inspired by a goddess. Luna aims to give Gen Z

female athletes a creative outlet through clothing by fusing active versatility with streetwear

aesthetics. Luna acknowledges the increasing impact of female athletes in upcoming years. Luna

understands its target market and focuses on sportswear that appeals to both fashion and

function, positioning itself in the Young & Influential segmentation. The brand's focus on
 1

turquoise shades represents its commitment to balance and creativity. Industry trends,

sustainability factors, and a combination of materials like Gore-Tex, organic mesh cotton, and

nylon cotton are all incorporated into Luna's design process. Despite competition, particularly

from Wilson, Luna stands out in the athletic apparel market thanks to its unique aesthetic and

exclusive focus on female athletes.

 1

References

Appareify Review: Uncovering the Best Clothing Manufacturer. (2023).

Browning, C. (2022, July 22). Core Item Update: Women’s Active Apparel S/S 24. WGSN

Login. Retrieved December 1, 2023, from

https://www.wgsn.com/fashion/article/62d04faf0c459a5b98b1d5eb?lang=en#page1

Browning, C. (2023, January 13). Design Capsule: Active Women’s Emotional Minimalism S/S

24. WGSN Login. Retrieved December 1, 2023, from

https://www.wgsn.com/fashion/article/63a09d66db6ac2ee7a74c827?lang=en

Browning (20233.May13) Design Capsule: Women’s Active Travel Tourism S/S 24. (2023,

May). WGSN Login. Retrieved December 1, 2023, from

https://www.wgsn.com/fashion/article/64495c7a63a9e3884ea2d6c3?lang=en

Claritas Prizm® Premier segment narratives 2022. (n.d.).

https://environicsanalytics.com/docs/default-source/us---data-product-support-

documents/claritas-prizm-premier-segment-narratives-ea.pdf

Newcomb, T. (2021, October 12). Wilson Sportswear builds on legacy of brand with frequent

lifestyle apparel releases. Forbes.

https://www.forbes.com/sites/timnewcomb/2021/10/12/wilson-sportswear-builds-on-

legacy-of-brand-with-frequent-lifestyle-apparel-releases/?sh=3b031243317c

Park, J. (2023, July). Design Capsule: Young Women’s Street #SportCore S/S 24. WGSN login.

https://www.wgsn.com/fashion/article/64a229110317f2eeaaa1b852?lang=en
 1

Rohan. (2023, September 6). What is cotton mesh Fabric - Knowing fabric. Knowing Fabric.

https://knowingfabric.com/what-is-cotton-mesh-fabric/

Saunter, L. (2023, September 25). Global: New Contemporary & Streetwear Stores 2023. WGSN

Login. Retrieved December 1, 2023, from

https://www.wgsn.com/insight/article/650988c65d4ebf0aa03990ce?lang=en#page5

Sewport. (2021, January 8). What is Gore-Tex Fabric: Properties, How its Made and Where.

Sewport. https://sewport.com/fabrics-directory/gore-tex-fabric

Shop sportswear & activewear. (n.d.). https://www.wilson.com/en-us/sportswear?p=3

The meaning and symbolism of dark red: An exploration of psychological ... (n.d.).

https://psychologycolor.com/dark-red/