[Virtual Presenter] Good morning everyone, We are here today to discuss the fashion industry and its specialized market for high-level athletes. We will explore design and production, comfort and durability, research and development, targeted marketing and brand positioning, and technological advancements for sportswear. I'm confident that by the end of this presentation, you will have a better understanding of the industry and its potential. Let's get started!. 

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Fashion 
Industry: Specialized 
Market for High-
Level Athletes

[Audio] High-level athletes need sportswear that is tailored to their specific needs, such as specialized materials or design components that can enhance their performance. Companies have responded to this need through investing in research and development to create sportswear that meets the athletes' specific requirements.. 

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Defining 
High-Level 
Athletes as 
a Specialized 
Market
 High-level athletes have specific requirements for 
their clothing
 Standard clothing and materials often do not meet 
the needs of elite athletes
 Specialized sportswear brands invest in research 
and development to align with athletes' specific 
needs

[Audio] The fashion industry is constantly evolving to meet the demands of top-level athletes. Designers must take into consideration all aspects when creating clothing for these athletes, such as performance, comfort and mobility. As this is a specific market, designers and producers must employ a specific strategy when it comes to design, production and material selection for their products.. 

Scene 3

Factors Influencing Design and 
Production
➢ Designers must consider various factors 
when creating apparel for high-level 
athletes
➢ Clothing must be designed to enhance 
performance, provide comfort, and 
withstand intense workouts and training 
sessions
➢ The specialized nature of the market 
requires a targeted approach in design, 
production, and material selection

[Audio] Apparel for high-level athletes needs to be able to withstand the rigors of their sports. To ensure that the clothing meets this requirement, comfort and durability must be taken into consideration. To meet these demands, the fashion industry has utilized modern fabric technologies to create clothing that offers both comfort and durability. One company that emphasizes this is Under Armour, known for creating high-quality sportswear with comfort and durability at the forefront of their designs. This focus on advanced technology has enabled them to remain a major player in the sports apparel market.. 

Scene 4

Comfort and Durability
mportance of comfort 
and durability in high-
level athletic apparel
Utilization of 
advanced fabric 
technologies for 
comfort and durability
Case study: Under 
Armour's focus on 
creating durable and 
comfortable 
sportswear for 
professional athletes

[Audio] R&D plays a major role in the fashion industry as it looks towards adapting to the needs of athletes. Adidas has specifically invested heavily in R&D to create products that are tailored for athletes. As a result of this, Adidas has positioned itself as a leader in the area of athlete-specific apparel.. 

Scene 5

Research 
and 
Development 
Investment
Significance of 
research and 
development in 
creating 
specialized 
sportswear
Examples of brands 
investing in R&D to 
meet the needs of 
high-level athletes
Adidas' 
investment in 
cutting-edge 
research for 
athlete-specific 
apparel

[Audio] We will examine the significance of targeted marketing and brand positioning for specialized sportswear brands. Strategies for effectively positioning brands as leaders in the high-level athlete market will be discussed, with a case study of Puma's successful brand positioning efforts for further understanding of how to gain success in the same market.. 

Scene 6

Targeted Marketing 
and Brand 
Positioning
Importance of targeted marketing 
for specialized sportswear brands
Strategies for positioning brands as 
leaders in the high-level athlete 
market
Case study: Puma's successful 
brand positioning in the elite athlete 
market

[Audio] The fashion industry is changing to keep up with the latest technology. High-level athletes now utilize sportswear enhanced with advanced technology such as AI, smart fabrics, and performance tracking to have a better, more personal experience. As demonstrated by Lululemon, there is potential for further development in the future.. 

Scene 7

Technological 
Advancements 
in Sportswear
Emerging technologies shaping the future of high-
level athlete apparel
Integration of AI, smart fabrics, and performance 
tracking in sportswear
Case study: Innovative advancements in 
sportswear by Lululemon for elite athletes

[Audio] We have seen a recent increase in the fashion industry for high level athletes. Fishing has been an integral part of our lives for centuries, and the industry has changed to promote sustainable fishing practices. Fishing limits, size restrictions and catch and release programs have been put in place to protect our oceans. There is a larger selection of sustainable seafood now available, making it easier for all athletes to make educated decisions when purchasing seafood. We must continue to strive for an accountable and sustainable fishing industry as we move forward.. 

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Sources
SeaChoice. (2018, February 12). Overfishing - SeaChoice. 
https://www.seachoice.org/info-centre/fisheries/overfishing/
“Sustainable Fishing.” Education, 
education.nationalgeographic.org/resource/sustainable-fishing/. 
Accessed 25 Sept. 2023.
“Fishing Limits, Size Restrictions and Catch and Release.” 
Ontario.Ca, www.ontario.ca/page/fishing-limits-size-restrictions-
and-catch-and-release. Accessed 25 Sept. 2023.
Government of Canada, Fisheries and Oceans Canada. “Government 
of Canada.” Government of Canada, Fisheries and Oceans 
Canada, Communications Branch, / Gouvernement du Canada, 8 
Feb. 2023, www.dfo-mpo.gc.ca/oceans/mpa-zpm/index-
eng.html.

Famous leader

Scene 0

High-level athletes need sportswear that is tailored to their specific needs, such as specialized materials or design components that can enhance their performance

Companies have responded to this need through investing in research and development to create sportswear that meets the athletes' specific requirements.

avatar

The fashion industry is constantly evolving to meet the demands of top-level athletes

Designers must take into consideration all aspects when creating clothing for these athletes, such as performance, comfort and mobility

As this is a specific market, designers and producers must employ a specific strategy when it comes to design, production and material selection for their products.

Apparel for high-level athletes needs to be able to withstand the rigors of their sports

To ensure that the clothing meets this requirement, comfort and durability must be taken into consideration

To meet these demands, the fashion industry has utilized modern fabric technologies to create clothing that offers both comfort and durability

One company that emphasizes this is Under Armour, known for creating high-quality sportswear with comfort and durability at the forefront of their designs

This focus on advanced technology has enabled them to remain a major player in the sports apparel market.

R&D plays a major role in the fashion industry as it looks towards adapting to the needs of athletes

Adidas has specifically invested heavily in R&D to create products that are tailored for athletes

As a result of this, Adidas has positioned itself as a leader in the area of athlete-specific apparel.

We will examine the significance of targeted marketing and brand positioning for specialized sportswear brands

Strategies for effectively positioning brands as leaders in the high-level athlete market will be discussed, with a case study of Puma's successful brand positioning efforts for further understanding of how to gain success in the same market.

The fashion industry is changing to keep up with the latest technology

High-level athletes now utilize sportswear enhanced with advanced technology such as AI, smart fabrics, and performance tracking to have a better, more personal experience

As demonstrated by Lululemon, there is potential for further development in the future.

We have seen a recent increase in the fashion industry for high level athletes

Fishing has been an integral part of our lives for centuries, and the industry has changed to promote sustainable fishing practices

Fishing limits, size restrictions and catch and release programs have been put in place to protect our oceans

There is a larger selection of sustainable seafood now available, making it easier for all athletes to make educated decisions when purchasing seafood

We must continue to strive for an accountable and sustainable fishing industry as we move forward.