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Adrienne Kraft Lisa Mc Creedy & Gonzalo Masias

Adrienne Kraft Lisa Mc Creedy & Gonzalo Masias. Background. Lucy is an Active wear company for Women The Lucy brand was created by two OSU graduates in 1999 The company started as an e-tailer then expanded to brick and mortar stores Now Lucy has 42 locations across the U.S.

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Adrienne Kraft Lisa Mc Creedy & Gonzalo Masias

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  1. Adrienne Kraft Lisa Mc Creedy & Gonzalo Masias

  2. Background • Lucy is an Active wear company for Women • The Lucy brand was created by two OSU graduates in 1999 • The company started as an e-tailer then expanded to brick and mortar stores • Now Lucy has 42 locations across the U.S. • The company headquarters are in Portland, OR

  3. The Lucy Lady • Women who shop at Lucy are 25-55 years old • Have an average income of 75 - 100,000 per year • Live balanced healthy lifestyles • Self image is important: she wants to look put together no matter how busy she gets • She has the good intention to exercise but her day usually gets taken over with other tasks • Family is key

  4. The Product • Everything Lucy is designed to fit your active life • Four product categories: Active, Balance, Energy, & Essentials • Fit is built into the Lucy philosophy • Three fits : sleek, active, & relaxed • Three lengths: short, regular, & tall • Easy wash and wear fabrics with long lasting quality • Virtually every color palette from season to season is mix and match able • Fashionable styles are translated and adapted to her lifestyle

  5. Retail Space • Sleek modern buildings • Posh dressing rooms • Store space organized by product categories • Bright Orange & white color scheme corresponding with Lucy advertising & logos • Pictures of Lucy ladies wearing the cloths • Feel brand’s mood when in the retail space

  6. Competition • Nike • Adidas • Target

  7. Locations • Stores are strategically located in high income shopping areas across the U.S. • Active wear is widely worn on the west coast

  8. Expansion • June 2004 Lucy had 11 stores Mike Edwards became President and CEO • July 2005 Lucy grew to 21 stores • As of November 2006 Lucy has 42 stores • Lucy’s goal is to expand to 400 stores

  9. New Investors & Growth • Stakeholders: Lone Pine Capital, Maveron LLC, Oak Investment Partners, Sutter Hill Ventures, Chico’s FAS • Revenue grew from $5 million in 2002 to $14.5 million in 2004

  10. Sources • www.adidas.com • www.hoovers.com • www.imunet.edu/athletics/stuff/nike-logo2.gif • www.lucy.com • http://portland.bizjournals.com/portland/stories/2005/08/01/focus2.html • www.target.com

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