Tackle Twill Competitive Landscape Part 2

Part
01
of eight
Part
01

SWOT Analysis: Lion Brothers

SWOT: Lion Brothers Inc

Lion Brothers is a global designer and manufacturer of apparel identity and badging systems for brands, corporations and non-profit organizations. Below is a strengths, weaknesses, opportunities, and threat analysis of the company.

Strengths

  • Established in 1899, Lion Brothers has 120 years worth of experience, with a rich and extensive background, including manufacturing badges for World War I and II soldier uniforms. The company is a recognized leader within the industry.
  • Lion Brothers claims to incorporate creative design with the latest in apparel design technology to deliver brand value and identity for notable brands and organizations. Consequently, it has established long-lasting partnerships with renowned brands like Nike, NBA, NFL, the Girls and Boys Scout, among others.
  • The company offers a variety of products in apparel decorations, namely embroidered emblems and insignia, lion performance print licensed sports identity, heat transfers, embroidered appliques, laser-etched and perforated apparel identity, and decorations. Thus, it offers its consumers a wide range to choose from regarding their budgetary and apparel needs.
  • It offers a research and development hub dedicated to researching fundamental properties of inks, thread, fabric, adhesives, and film as well as the research on operational processes on machinery tools. CEO Susan Ganz admits that the hub offers a different mindset alongside facilitating speed.
  • It operates global manufacturing and state-of-the-art production facilities both domestically (United States) and in far east China that enable efficiency and consistency in production.

Weaknesses

  • Lion Brothers has a limited social media following. The company only has 97 followers on Facebook, over 600 on Instagram, and more than 500 on LinkedIn. Although it has a rating of five on Facebook, it is only based on the opinion of one person at the time of this research.
  • Lion Brothers' sole focus on badging identities is perhaps a limit to its true potential.

Opportunities

  • The projected emergence of smart apparel and smart fabrics presents an opportunity for Lion Brothers. Ganz foresees the chance for her organization to create a wearable computing innovation cluster, given the company's existing infrastructure in research, cyber, defense, and education.
  • There is a gap, and therefore, an opportunity for Lion Brothers to fully utilize its retail lines with social media marketing of its customization and personalization services.
  • There is an opportunity for the company to widen its market to Europe and target the sports fans for prominent soccer leagues like the EPL, LaLiga, Bundesliga, etc.

Threats

  • The inadequacy of people willing to work on the unskilled tasks in manufacturing forces the company to automate and invest in new and complex machinery. A concern for the lack of a skilled labor force to operate the machines again rises. The problem has been highlighted by a 2018 Deloitte report that estimates that the current skill gap may leave 2.4 million positions in manufacturing unfilled by 2028.


RESEARCH STRATEGY

We reviewed the company's website and social media pages to determine its strengths and weaknesses. We hoped we could find information that would enable us to provide an analysis of potential opportunities and threats. With the limited information we found, we embarked on a mission to find news related to Lion Brothers that could assist us with our analysis. A review of Lion Brother's competitors helped inform us about the subject matter.

Part
02
of eight
Part
02

SWOT: Silver Crystal Group

Jersey Factory (JF) is Silver Crystal Group's business segment that focuses on apparel made using tackle twill embroidery. JF customizes all jersey styles using laser-cut, professionally-stitched tackle twill embroidery. Below is a review of its strengths, weaknesses, opportunities, and threats.

Strengths

  • JF offers variety to its clients by personalizing all types of professional league uniforms and offering an "infinite amount of design possibilities." The company also stocks a wide selection of garments from brands including Nike, Reebok, Adidas, Reebok, Rawlings, and Majestic, among others. Although its focus is on sports jerseys, JF can also customize warmup gear, coach's gear, sports jackets, and family sports 'swag.'
  • Since JF manufactures the jerseys directly, they are able to ensure and maintain high quality standards at lower prices than some competitors that outsource their orders to licensed facilities. Additionally, JF claims to be able to customize and ship orders faster than its competitors because its production plant is located in North America.

Weaknesses

  • Although JF targets customers in Canada and the United States, it has only one physical store/office based in Toronto, Canada. This limits most potential clients with a preference for offline shopping.
  • JF only accepts returns of non-customized products. Customized products cannot be returned under any circumstances. The customer is also fully responsible for all shipping charges for returned products even if it was the company's fault. Additionally, customers cannot claim refunds for sale items.

Opportunities

  • JF's operation is only limited to Canada and the United States. Expanding its operation within and beyond North America would open up new opportunities for the company.
  • JF's tackle twill business is mainly focused on sports attires, especially jerseys. Although the company also offers custom t-shirts, only sports-related designs are available. JF has the opportunity to offer tackle twill embroidery on other types of apparels such as fraternity/sorority outfits, school apparels, logos, blankets, and sweaters, among others.

Threats

  • JF's products face threats from lower-priced items offered by companies from outside North America. For example, JF's full-button baseball jerseys are priced from $36.95 while similar products are available at much lower prices on Alibaba ($12) and Chinese retailers.
  • JF's tackle twill-centered business might also be threatened by other patch designs such as bullion patches, woven patches, and PVC patches.

RESEARCH STRATEGY

The research team identified Jersey Factory (JF) as Silver Crystal Group's tackle twill-focused business segment. To determine the strengths and weaknesses of JF, we reviewed its website. By doing this, we were able to determine the areas that were its strengths and weaknesses and to provide an analysis of its potential opportunities. We could not find any third-party reports on the company. To determine the threats, we researched for any information on the tackle twill sector including best practices. Unfortunately, very few sources discuss the twill industry in detail. Therefore, we considered competing vendors and reviewed information on the overall embroidery sector. We were able to establish several potential threats from this research.
Part
03
of eight
Part
03

SWOT: Twill USA

Twill USA is an online company that specializes in sports-related patches. In its early years, the company developed Sports Film, which can is used as a substitute for sewing patches on sportswear. The company operates in a niche area of the twill market, so it has the potential for expansion. However, new fabrics and 3D printing could, in the future, offer alternatives to Twill USA's products.

Strengths

  • Twill USA evolved from an adhesives company founded in Cincinnati in 1972. The expertise gained in the adhesive industry allowed the company to develop and patent 26 patents in the area.
  • They are a family-owned company. The current company started in 1993 and has over 25 years of experience in the industry.
  • Twill USA invented heat applied Sports Film, which is the number one product globally for the decoration of sports jerseys. Previously fabric had been sewn onto the jerseys; however, the inventions of Twill USA revolutionized the industry. The fabric developed by Twill USA became known as Tackle Twill. Their registered version is known as Sports Twill.
  • They offer three twill types, sports twill, metallic twill, and acrylic felt, which all come in adhesive-backed versions. Because Twill USA makes its own twill, they can offer it in over 40 colors. Their closest competitors in this regard are Dalco Athletic, who offer 17 and Stahl, who offer 16.
  • The sports twill patented by Twill USA is polyester based and perfect for embroidering sports patches.
  • The proprietary adhesives developed by Twill USA mean that their twills can be safely sewn (if required) without the sewing needle gumming up. Although the adhesives they invented mean, in most instances, this is unnecessary.

Weaknesses

  • The company is an online company only and does not have physical stores.
  • At the current time, they cannot process international payments or send products internationally. They will, however, ship products to a freight forwarder in the US for distribution if the buyer arranges this.
  • They do not offer returns or refunds on customized or non stocked items.
  • Twill USA requires a five-piece minimum order for custom designs.
  • Regardless of the size of the order, Twill USA does not offer any discount on precut letters or numbers.

Opportunities

  • At the current time, Twill USA only makes sports-related products with twill. Twill can be used in a range of other items, including jeans, chinos, furniture coverings, and bags. This creates potential new markets for Twill USA should they wish to explore them.
  • Given that Twill USA does not take international orders currently, there is an opportunity to expand into this market in the future.

Threats

  • Carbon fiber fabrics are strong and durable and ideal for use in the sports arena, where they are becoming increasingly popular. As technology continues to evolve, it is possible that it could be substituted for twill, presenting a threat to the industry. Carbon fiber is more economical and requires a less intensive weaving process.
  • PVC patches are a modern alternative to twill patches. They offer a wide range of colors that are not available in twill. PVC materials can be sculpted to make some interesting designs with different textures that allow parts of the patch to "pop out."
  • The developing technology of 3D printing is already being used to print clothes. One of the dresses at the Paris Fashion Show was 3D printed. Experts are already predicting that consumers will be able to 3D print clothes in their homes in the future. This has the potential to replace the sports patches and other products offered by Twill USA.

Research Strategy

To determine the strengths and weaknesses of Twill USA, we reviewed the websites of Twill USA and several of its competitors. By doing this, we were able to determine the areas that were potential strengths and weaknesses. We then reviewed a range of industry publications, market reports, media articles, and general information about the twill industry. Unfortunately, there are relatively few sources that discuss the industry in detail. We were able to discern several potential opportunities and threats from this research. We researched each of these separately to ensure they were true opportunities and threats.
Part
04
of eight
Part
04

SWOT: Kollege Town Sports

Kollege Town Sports’s key strengths lie in its association with Riddell and Under Armour and its expertise in tackle twilling, while its key weaknesses lie in its suboptimal customer service and social media presence. Other companies offering tackle twilling services and apparel companies establishing their own tackle twilling processes pose a threat to Kollege Town Sports. Kollege Town Sports, however, has the opportunity to improve brand awareness, reach, and brand perception by hosting more sports events, strengthening its social media presence, and enhancing its customer service.

Strengths

  • Kollege Town Sports is associated with Tom Handlen, Riddell, and Under Armour, which are all well-known names. Tom Handlen, who is the president of Kollege Town Sports, is a Wisconsin Basketball Coaches Association Hall of Fame inductee, while Riddell, which recently acquired Kollege Town Sports, is the leading football apparel manufacturer. Under Armour, a strategic partner of Kollege Town Sports, is one of the top brands in the sports apparel market.
  • The company has programs that have been proven effective in helping sports teams stretch their budgets and buy high-quality products at affordable prices.
  • The company is able to work with elementary and middle schools, high schools, colleges and universities, companies and corporations, or bookstores and booster clubs.
  • Even though the company is capable of digitizing, embroidery, etching, appliqueing, and screen printing, it specializes in tackle twilling. The company, whose letters, shapes, and numbers are laser-cut, made from pure cotton, and stitched to garments with zigzag stitching, is able to accommodate designs as wide as 13 inches. It has been offering tackle twilling services since it was founded.
  • Being a subsidiary of Riddell, it has access to a vast amount of resources, including space, equipment, and technology. Kollege Town Sports also has full control of production, as it does not outsource production to any second party.

Weaknesses

  • Kollege Town Sports does not appear to be taking full advantage of social media. It has Facebook, Twitter, and LinkedIn accounts, but it is only active on Facebook and Twitter. Also, the fact that it does not have Instagram, YouTube, and Pinterest accounts indicates that the company may not be reaching people who could have otherwise been reached if it had a strong social media presence.
  • Kollege Town Sports has limited reach on social media, as it only has 1,885, 974, and 443 followers on Facebook, Twitter, and LinkedIn, respectively. There is no evidence that it is running any ad on these platforms to improve brand awareness.
  • On Facebook, the company is rated only 3.7 out of 5. People who have given the company a low rating were dissatisfied with the length of time it took for them to receive their order. They complained mostly about delays or errors in shipping.

Opportunities

  • The company can increase brand awareness by hosting other sports events, apart from its Kollege Town Sports Cross Country Invitational, which is an annual running event. As the press coverage of Kollege Town Sports is very limited and is mostly about this invitational and the company's partnership with sports teams or leagues such as Thresher Athletics and Prospect League, hosting other events may open up doors for the company in regard to publicity.
  • Since Kollege Town Sports has limited reach on Facebook, Twitter, and LinkedIn, it has the opportunity to improve its reach by sharing more interesting content on social media, running ads, and establishing a presence on Instagram, YouTube, and Pinterest.
  • It can improve its rating on Facebook by addressing common shipping concerns and taking steps to reduce or eliminate production delays.

Threats

  • Kollege Town Sports faces the threat of competition from both existing players and new entrants. Apart from Kollege Town Sports, there are several other companies that offer tackle twilling services, such as Twill USA, The Graphic Edge, and Liebe. The competitors of Kollege Town Sports can eat up Kollege Town Sports’s share of the tackle twilling market.
  • There is also the trend of apparel companies establishing their own embroidery or embellishment processes. If this trend continues, Kollege Town Sports and other companies offering tackle twilling and other embroidery services may lose business.

Research Strategy

Though a SWOT analysis of Kollege Town Sports or its tackle twilling business is not readily available in the public domain, and information on the company is limited, we were able to gain an understanding of the company’s strengths, weaknesses, opportunities, and threats by consulting the website, press coverage, reviews, and social media accounts of the company, and by examining the factors that drive or hinder growth in the market the company operates in.
Part
05
of eight
Part
05

SWOT: Premier Athletics

Premier Athletics is a family-owned business offering full-sublimation, tackle-twill, silk screening, heat transfers, and embroidery for individual and team sports apparel. Premier Athletics concentrates on clothing for slowpitch, baseball, fast pitch, basketball, and football. All of Premier Athletics' apparel is custom-made in South El Monte, California. The company has an annual revenue of $4 million.

Strengths

  • All of Premier Athletics products are custom-made in the USA.
  • The company has customer feedback on its Facebook page of 4.7 stars (337 reviews), with many who leave reviews being repeat customers. Positive reviews concentrate on the high quality of the product.
  • Premier Athletics claims to sell the "best quality product at an affordable price," which allows it to have a large customer base among amateur and community sports teams.
  • The company has in-house graphic designers, allowing it to produce unique clothing items.
  • Premier Athletics is active on social media, both via Facebook and Instagram.

Weaknesses

  • There are many reports of very bad customer service, for example on its Facebook page and its Yelp listing.
  • Premier Athletics has a limited online presence. For example, a Google search of 'buy custom baseball jersey (raglan sleeve)', which is one of their main products, showed Premier Athletics website only on page 6 of the search.

Opportunities

  • Customer service consistency could be improved, especially considering that the company lists 'best customer service' as one of its goals. Indeed, it seems Premier Athletics already took steps to remedy their poor record. For example, a negative review in 2018 on the quality of a product was quickly rectified by Premier Athletics, demonstrating commitment to good customer service.
  • Premier Athletics could invest in Search-Engine Optimization to enable new potential customers to more easily find out about its services and products.
  • Demand for Premier Athletic's products is likely to grow. According to the business intelligence firm, Allied Market Research, the global sports apparel market was valued at $167.7 billion in 2018 and is estimated to reach $248.1 billion by 2026. Furthermore, global demand for sublimation printing (the specialty of Premier Athletics) is growing. Smithers, a multinational provider of testing, consulting, information, and compliance services, estimates that the total market value for dye-sublimation printing could reach $12.4 billion by 2023, up from $7.63 billion in 2018.

Threats

  • There are many USA-based competitors which offer full-sublimation at affordable prices, and thus could draw away the customer base of Premier Athletics. These include Full Gorilla Apparel, Six Six Apparel, Dyesport, and Dynamic Team Sports.
  • News of poor customer service or poor quality products spreads easily via social media, meaning failure to maintain high standards could damage the prospects for future sales.

Research Strategy

Premier Athletics is a family-owned company. As such, there are no public operational or financial reports available. After reviewing Premier Athletic’s website, the research team conducted an extensive internet search on the company to find out as much background information as possible on the company. We then explored competitors’ websites to check for differences in product offerings. Finally, we looked into wider trends in the industry using market reports and industry publications.
Part
06
of eight
Part
06

Competitive Landscape: Lion Brothers and Silver Crystal Group

Lion Brothers is a company that offers design and creative services, product development, global manufacturing, trends and insights, research and development, and worldwide and technical support for its clients. Silver Crystal Group constantly innovates and has rolled out a custom-manufactured kiosks that are able to produce jerseys for sports' fans in the arenas where games are held.

LION BROTHERS

Value proposition

  • Lion Brothers' value proposition lies in the company being the "leading designer and manufacturer of apparel brand identity systems" with its story based on identity, belonging, and carefully crafted products with attention to detail at the highest level.
  • The company promises its customers to deliver "apparel identity that delivers Brand Value" which includes using scientific and technological advancements in order to drive innovations for the most notable apparel brands globally.

Competitive advantage

  • Lion Brothers' offers a full rounded, unparalleled service which is based on implementing smart solutions that enable for the protection and advancement of the clients' brands.
  • The competitive advantage is based on the full circle of services offered, including design and creative services, product development, global manufacturing, trends and insights, research and development, and worldwide and technical support.

Information on investments the company has made in innovation

  • The company constantly innovates and actually produced the fabric for NASA's missions, including the one that landed on the Moon.
  • Currently, Lion Brothers are innovating in machines that can serve clients in new industries and in unprecedented ways, such as aeronautics, travel, etc.

Mergers and acquisitions information and partnerships

  • The company has not been through any acquisitions, mergers, or partnerships.

2-3 key customers/clients

  • Lion Brothers' customers include Adidas, Nike, NFL, NBA, Ralph Lauren, Coach,

Manufacturing location(s)

Headquarters location

SILVER CRYSTAL

Value proposition

  • Silver Crystal Group's value proposition is in turning the "sports retailing world upside down with its industry leading product customization and retail display technologies."
  • The company claims to be always innovating and advancing, and uses customization technology for its clients to use online, via mobile delivers or any other type of retail product.
  • In short, the company claims to offer "the future of retail" solutions to its clients.

Competitive advantage

  • The company's competitive advantage is in the diversification of its services across different industries, including apparel and sports.
  • Additionally, the company offers "thousands of products in a tiny footprint, sell higher margin customized products and increase sales volumes by 25-150%."

Information on investments the company has made in innovation

  • Silver Crystal Group invested in 2014 into custom-manufactured kiosks that are able to produce jerseys for sports' fans on the spot, reducing the costs for clubs when it comes to inventory as well as eliminating risks of not selling out certain players' jerseys.
  • Additionally, the company innovated by rolling out an app that allows fans to customize their jerseys during the game from the comfort of their seats and have them delivered to their seat 20 minutes later.

Mergers and acquisitions information and partnerships

  • The company has not been through any acquisitions, mergers, or partnerships.

2-3 key customers/clients

  • The company's key customers are Green Bay Packers, McDonald's, and the NHL.

Manufacturing and headquarters location

Part
07
of eight
Part
07

Competitive Landscape: Twill USA and Kollege Town

Kollege Town Sports' headquarters are located in Sun Prairie, Wisconsin, and the company has partnerships with Under Armour and Adidas. Twill USA's headquarters are located in Aurora, Indiana and the company has two manufacturing locations (Aurora, Indiana and North Las Vegas, Nevada).

Kollege Town Sports

1. Value Proposition

  • Key aspects of Kollege Town Sports' value proposition are that it's the top supplier based on the overall service it provides, the industry expertise it has, "and [its] commitment to being the best."
  • Additional key aspects of Kollege Town Sports' value proposition are its timeliness, quality products, and business approach.

2. Competitive Advantage

  • A fundamental aspect of Kollege Town Sports' competitive advantage is that it produces all its orders within its headquarters, which the company states has provided it with "an advantage over many other apparel companies."
  • A key part of Kollege Town Sports' competitive advantage is that the company has "27 years of experience" which gives the company "an edge as the most comprehensive, one-stop decorator in the country."
  • The company's top specialty is Tackle Twill.
  • Kollege Town Sports states that its "in-house digitizing is among the highest quality in the industry."
  • The screen printing color placement options and color range that the company offers "are among the most elite in the industry."

3. Innovation Investments

  • Kollege Town Sports has made several, key investments in innovation.
  • The company has more than "130 state-of-the-art embroidery heads" that are able to handle projects of all sizes.
  • Kollege Town Sports' printing machines are capable of printing between nine and 15 colors.
  • Kollege Town Sports uses a technology called "Permaboss Laser Etch" which has taken the company, in its own words, "to the next level of decorating." That laser technology provides an "efficient, on-trend alternative to traditional screen printing and embroidery." With Permaboss Laser Etch, the "[l]aser etching debosses a tone-on-tone design into fabrics such as polar fleece, micro-fleece and other synthetics."
  • Through its use of "Permaboss Laser technology," Kollege Town Sports "now offer[s] laser-cut applique on a variety of garment styles . . . [which] allows the ability to create custom lettering and logo designs with both the precise detail and an unfinished edge."

4. Partnerships and M&A

5. Key Customers

  • The University of California, Los Angeles (UCLA) is one of Kollege Town Sports' key customers.
  • Auburn University is one of Kollege Town Sports' key customers.

6. Headquarters

7. Manufacturing Location

Twill USA

1. Value Proposition

  • A key aspect of Twill USA's value proposition is found in its mission statement, which is "to provide the highest-quality Heat Transfer Products for the sports apparel industry."
  • The company also commits to providing exceptional service to its customers both prior to and following a sale.
  • Another aspect of Twill USA's value proposition is that it "is a family-owned business with more than 25 years of manufacturing experience" as it has been in business since 1993.
  • As its name implies, Made in the USA is another important part of the company's value proposition. The company has over 50 U.S. workers and repeatedly emphasizes that it provides customer service that's based in the U.S.

2. Competitive Advantage

  • A key part of Twill USA's competitive advantage (that it self-proclaims) is that it's the top "source for heat transfer materials." As such, the company offers over "30 different HTV materials and fabrics in 100+ unique colors, patterns and textures."
  • Another key aspect of the company's competitive advantage is that it "offers one of the largest [online] selections of Heat Transfer Vinyl, Fashion Fabrics, HTV Glitter, Sports Twill & Acrylic Sports Felt."

3. Innovation Investments

  • Innovation has been an important part of Twill USA's history and current business.
  • On its website and social media pages, Twill USA repeatedly mentions its "continued commitment to innovation, technology, and low prices."
  • Twill USA has "been awarded 26 unique U.S. patents for the materials and methods used to produce decorative films and Hot-Melt Adhesives."
  • One such patent the company received was for the invention of "a heat-applied Sports Film [which] became the #1 product worldwide for decorating athletic jerseys."
  • Twill USA also came up with inventions regarding formulations that were permanent adhesive and pressure-sensitive, which enabled jerseys to be decorated to identify the teams, numbers of players, and names of players. That "fabric [eventually] became known as 'Tackle Twill.'"

4. Partnerships and M&A

  • We could not find any partnerships that Twill USA is a part of (explained in the Research Strategy section below).
  • We could not find any mergers and acquisitions involving Twill USA (explained in the Research Strategy section below).

5. Key Customers

  • We could not find any of Twill USA's key customers nor customers in general (explained in the Research Strategy section below).

6. Headquarters

7. Manufacturing Locations

Research Strategy

There were three data points we could not find any information about, all of which involved Twill USA. Overall, there was far-less information available for Twill USA than there was for Kollege Town Sports. The three data points we couldn’t find for Twill USA were any mergers and acquisitions involving the company, its key customers, and partnerships it’s involved in.

We used three different research approaches in looking for information about those data points we ultimately could not find for Twill USA. First, we reviewed Twill USA’s website in detail, to see if it had a newsroom section or customer list through which we could have found such information. However, there were no such sections of the website, nor was any such information published elsewhere on the site. Rather, the information provided therein was some general information about the company and product details. Second, we reviewed Twill USA’s social media channels, which are Facebook and YouTube, to see if any of that information was mentioned there. The only videos on YouTube were explainer videos of techniques and its Facebook content was largely about products and thus was not relevant to what we were looking for. We thought that we might have been able to see photos on Facebook showing teams that wear Twill USA apparel, but the photos used generic team names to market its products, so we couldn't find customers through that approach. Our third research approach involved running a press search to see if we could find any articles about mergers or acquisitions, customers, or partnerships involving the company. However, our press search for Twill USA did not yield any information about any of those categories whatsoever.

For all the other information we sought to find about both companies, we first reviewed their websites in detail. From that review, we were able to find insights about the companies’ value propositions, competitive advantages, headquarters locations, and manufacturing locations. Our review of Kollege Town Sports’ website also identified some of the company’s key customers and partnerships it’s involved in. Additionally, we ran a press search to see if Kollege Town Sports has been involved in any mergers or acquisitions. Through that press search, we found articles stating that it had been acquired a few years ago.
Part
08
of eight
Part
08

Competitive Landscape: Premier Athletics

Premier Athletics is headquartered in South El Monte, California, and has its manufacturing location in the same town. One aspect of the company's value proposition is exceptional customer service and one aspect of its competitive advantage is that its graphic designers are the best around. Three of Premier Athletics' key customers are the United States Specialty Sports Association, Shepherd Church, and the California Cruisers.

Value Proposition

  • A key part of Premier Athletics' value proposition is illustrated in its mission statement, which states as follows: "The mission of Premier Athletics is to provide a top of the line product at an affordable price for all sports."
  • Additionally, the company's three, stated goals are to (1) "offer a quality product," (2) provide the "best customer service," and (3) continue "growing & expanding into different sports." In support of those goals, the company states on its website that it "offer[s] nothing but the best quality product at an affordable price." Furthermore, the company describes itself as a "one stop shop."
  • Another important part of Premier Athletics' valuation proposition is that the company is family owned and has been for more than 25 years.

Competitive Advantage

  • Premier Athletics' competitive advantage is two-fold in that all its products are both custom-made and they are all manufactured in the United States (specifically in South El Monte, California).
  • The company indirectly states that its graphic designers are the best around.
  • Premier Athletics "specialize[s] in Full-Sublimation printing, with top of the line material."

Investments in Innovation

  • We could not find any information about investments made in innovation by Premier Athletics (explained in Research Strategy section below).

M&A & Partnerships

  • We could not find any information about mergers and acquisitions involving Premier Athletics (explained in Research Strategy section below).
  • The one partnership we were able to find is that Premier Athletics has a partnership with the Texas Veterans Sports Alliance.
  • Through the partnership, Premier Athletics provides all of Texas Veterans Sports Alliance's athletic apparel.
  • The Texas Veterans Sports Alliance is a nonprofit in Texas "that offers free & low-cost sporting and family events to Texas Veterans and their families."

Key Customers

  • The United States Specialty Sports Association (USSSA) is one of Premier Athletics' key customers and has been for the past few years.
  • Shepherd Church is one of Premier Athletics' key customers. Apparel that Premier Athletics made for Shepherd Church appears in three of the company's Instagram posts. The first post showed jerseys for mountain biking, the second post showed basketball jerseys, and the third post also showed basketball jerseys.
  • The California Cruisers, a softball organization, is one of Premier Athletics' key customers. This link is to the California Cruisers' website.

Headquarters

  • The address of Premier Athletics' headquarters is 1736 Potrero Avenue, South El Monte, California 91733.

Manufacturing Location

  • Premier Athletics appears to only have one manufacturing location, which is the same as its headquarters location.
  • The company states that all the apparel it manufactures "is custom made right here in South El Monte [California]."
  • Additionally, the company mentions its production warehouse as synonymous with its front office, which further supports the understanding that its manufacturing location is in South El Monte, California.

Research Strategy

We looked for, but could not find, information about any investments that Premier Athletics has made in innovation or mergers and acquisitions that the company has been involved in. We used three different research approaches in looking for information about each of those categories. First, we reviewed Premier Athletics' website in detail, but there was no information whatsoever about either category therein. Instead, the information provided therein was some general information about the company and product details. Second, we reviewed Premier Athletics' social media channels, which are Facebook and Instagram. We looked through the content posted on each social media page, but there was no mention whatsoever about either category therein, as most all of the content was about pictures of teams the company made apparel for or promotions the company was running. As a third research approach, we looked for any articles about the company or any listings of the company in business databases. However, we could not find any such articles or listings about the company. Thus, we concluded that information about innovation investments and mergers and acquisitions was not publicly available.

For the other information we sought to find about Premier Athletics, we first reviewed the company's website in detail. From that review, we were able to find insights about the company's value proposition, competitive advantage, headquarters location, and manufacturing location. Next, we worked on identifying a few of the company's key customers. Since no such information was provided on the company's website, we reviewed its social media channels. The only social media channels the company uses are Instagram and Facebook. Many of the company's posts are pictures of uniforms it has made for teams and organizations. Most of those teams are recreational sports teams, so we did not include those as key customers. However, our review of the company's posts on Instagram identified a few organizations that use Premier Athletics for their uniforms and those organizations are the key customers we listed above.
Sources
Sources