kaylasumaryoga

For my marketing research project, I chose Nike and came up with the idea of a cotton-focused yoga pant. Since I teach yoga and wear activewear almost every day, I’ve been paying more attention to what my clothes are made from. I personally prefer cotton, but I’ve noticed that most workout clothes are made with synthetic materials. This is what made me interested in seeing if Nike could create a yoga pant made mostly from cotton while still having enough stretch and support.

From the research I’ve done so far, I’ve learned that the yoga and activewear market is pretty competitive, but there could still be room for a product like this. Nike already has a large customer base, and people wear yoga pants for more than just working out. One thing I still want to figure out is whether people actually care about the material as much as I do. I created a five-question survey asking about comfort, fit, material, price, and whether people would be interested in buying a cotton-focused yoga pant. I haven’t collected the responses yet, so I can’t say for sure how much demand there would be.

For marketing, I would focus mainly on social media, especially Instagram and TikTok. Since I also create fitness content, I know I would rather see someone actually wearing and moving in the pants than just looking at a product picture. I think working with yoga and Pilates instructors would be a good way to show how the pants fit and perform. I would also start by testing the product in Los Angeles because of the yoga and fitness community here. For pricing, I’m considering around $70 to $90, but I would want to see what people are actually willing to spend before making that decision.

One limitation with my research is that I’m using a lot of my own experience and preferences when thinking about this product. Just because I prefer cotton doesn’t mean everyone else does. Another limitation is that I would mainly be sharing my survey through yoga studios, fitness communities, and social media. That could leave out people who don’t participate in those spaces but might still be interested in the product. I also don’t know yet if a mostly cotton pant would perform as well as other yoga pants when it comes to stretching, keeping its shape, and durability.

Overall, I think the product is worth looking into, but I wouldn’t recommend launching it across the United States without more research. I would want to collect survey responses and have people actually try the pants first. I’m interested to see if people care enough about cotton to choose these over their usual leggings, or if price, comfort, and fit are still going to be the biggest deciding factors.