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IMC Plan

IMC Plan

Executive Summary
Penny Club Co is an apparel company currently specializing
urban streetwear for men. The goal of this marketing
campaign is to
develop growth and awareness
strategies that can
be implemented within the
term, ranging from
1-12 months, and expanded
in the near future,
ranging from 12-24 months. From the streets
campaign is
specifically targeted towards a
market segment of individuals known as Urban Hustlers
designed to take advantage of low cost means of marketing.

in

short
upon
This

Penny Club Co
and is

The marketing avenues that will be focused on include the expansion of Penny Club Cos online
presence, leveraging of local hip hop culture and music events, possible distribution within local
streetwear retailers as well as implementation of a referral and loyalty program. All of the purposed
strategies are designed to reinforce PCs goal of growing profits and market share. An increase in
stable cash flow and market expansion will then allow Penny Club Co to utilize their unique fashion
apparel line to help educate, inspire and uplift the local community reinforcing their brand mantra
From the streets, for the streets.

Table of Contents
Executive Summary...............................................2
Situational Analysis................................................4
Company Analysis................................................4
Consumer Analysis...........................................................................................................5
Market Analysis................................................................................................................6

Integrated Marketing Communications Plan

Product Analysis...............................................................................................................7
Competitive Analysis.......................................................................................................8
Infinite Solutions
Problems & Opportunities..............................................................................................10
Marketing Division
29 November 2016
SWOT.............................................................................................................................11
Target Market..................................................................................................................12

IMC Plan

Objectives..........................................................................................................................13
Creative Brief...................................................................................................................14
Campaign Direction.........................................................................................................16
Marketing Communication Strategy.............................................................................17
Online Marketing Plan..................................................................................................17
(insert)...........................................................................................................................15
Information Channels....................................................................................................16
Evaluation of Plan.........................................................................................................22
Future Recommendations...............................................................................................23
Work Cited.......................................................................................................................24

IMC Plan

Situational Analysis
Company Analysis
In 2014, Donnie Short founded Penny Club Co based
Kent, Washington. Mr. Short had gained influence in
community of Indianapolis, Indiana over the years as
to establish his now successful rapping career. Shorts
Leona Warner serves as president and lead designer

out of
his local
he worked
sister,
for PC.

Penny Club Co seeks to educate and inspire through

an
exclusive line of self-designed urban streetwear. PC
accomplishes this goal by creating hip, edgy designs that focus on images associated with money.
The goal is to help their consumers look good while also bringing awareness to issues of poverty and
income inequality.
Currently Penny Club sells the majority of its merchandise at concert events where Short performs.
The PC website is still in its infancy stage averaging fifty views per week. The site has yet to
complete fulfill any sale of any merchandise. Being such a young company, Penny Club Co has large
scale limitations in regards to brand awareness. The lack of awareness is a key component standing in
the way of PC future growth and ability to stand out from other urban apparel brands. PC currently
offers a very limited line of clothing, composed of four different mens t-shirts.
Penny Club Co plans to release a summer and spring clothing line in 2016; followed by an exclusive
line of womens clothing soon thereafter. PCs 2015 goal is to sell one thousand t-shirts by the end of
Q4. As the company gains stability in the market, Penny Club Co.s ongoing objective would be to
increase sales in such a way as to be able to donate a percentage of its proceeds to aid in
accomplishing its foundational drive, to educate and inspire.

IMC Plan

Consumer Analysis
the Urban Hustler has come to represent a specific mindset born out of the unique energy,
creativity and diversity of Americas urban centers - closely connected to hip-hop, ethnically diverse
with aspirations to succeed and a shared set of passions (Alloy Access, 2007).

Average Annual Discretionary Spending

*Discretionary spending refers to entertainment, technology, and fashion expenditures in the United States.
(Alloy Access, 2007)

$270
billion

$270 billion for all consumers

age 12-34
$90 billion of that is by Urban
Hustlers
$17.4 billion of that is on apparel
items

$90
Spending for all consumers
age billion
12-34
Amount of that spending done by Urban
Hustlers
$17.4
Amount spent on apparel items
billion

General stats

million consumers between 12-34 years

19.6 million are Urban Hustlers (21%)
39% live in suburban areas / 61% live in urban areas
39% are Caucasian

93.3

IMC Plan

Market Analysis
Market Size & Share
Numbering 19.6 million, the urban consumer market consists of about one-fifth (21%) of consumers
between the ages of 12-34. This is a sizeable piece of the market. The apparel industry, which is
comprised of for clothing, shoes, and accessories amounts to $17.4 billion dollars. On average, the
Urban Hustler segments spends approximately $100 more than the average person per month on
urban wear.
Distribution & Regionality
Many different retailers sell urban apparel including names such as: Urban Outfitters, Zumies, and
numerous smaller shops within urban centers. Other retailers are online only distributors with no
brick and mortar locations such as: Karmaloop.com, Apparelzoo.com, Zamage.com. The companies
listed here are only a small representation of a very widespread market. Most companies targeting the
urban apparel market have reduced product lines, import from out of the country or are a hub that
allows many smaller companies to sell their goods through the website while not actually being
direct apparel producers themselves. A great expanse of the U.S. as well as foreign urban centers in
cities such as Melbourne, Amsterdam, London, Tokyo, Paris are well known for having larger
populations of urban attire consumers (Leach, 2015).
Seasonality
The urban apparel business is booming year round with industry consistent spikes during the Q4
holiday season in online and in-person sales.
Development Potential
Research shows a large amount of potential growth in this already sizeable niche market segment.
One primary observation as to why this segment will continue to grow is in relation to the type of
consumer it attracts. Target market segments for urban apparel such as Urban Hustlers, tend to desire
to stand out from the crowd and differentiate themselves in a positive way. One such observation
captures this concept well by noting that Streetwear enthusiasts still resist going mainstream, as
consumers refuse to purchase from mainstream stores, and brand leaders try to maintain the
exclusivity and D.I.Y. attitude of genuine streetwear (Dolores, 2012).
This consumer attitude contributes to the need for the urban apparel market to be adaptable to new
trends and cutting edge fashion. Smaller brands with a keen eye for these trend shifts are likely to be
better suited for maintaining consumer loyalty in this segment than big name brands as is supported
by the vast number of smaller online retailers that have surfaced and continue to grow over the last 510 years. There aren't many physical retail stores that are well known and dedicated solely to urban
wear and streetwear.

IMC Plan

Product Analysis

Penny Club currently offers a single line composed of mens T-shirts. Within this line there are four
different designs offered. Each design represents an aspect of the company by expressing the
companys name or initials, a visual related to money or other wording designed to draw attention to
issues of poverty or income inequality. Each shirt ranges in price from $20-30. Three of the shirt
designs offer two alternate color options, while the fourth design comes in white only. Sizes are
available within a standard range for mens clothing (medium-XXL).
The level of product variety is slim, yet necessary due to the current size and overall resource level of
Penny Club. The primary advantage in the product line is its unique take on highlighting money and
its cultural affects within the designs of the shirts. Packaging is made up of simple plastic bags
containing the shirts. Shipping for online orders is an additional fee. No warrantee information is
currently provided. The only information provided regarding returns can be found during checkout
on the Penny Club website in the form of a statement reading, It is with pleasure that Penny Club
Clothing accepts unworn returned items in good condition. With proof of purchase from customers
we are happy to refund the cost of purchase (Penny Club Incorporated, 2015).

IMC Plan

Competitive Analysis
Perceptual Mapping
*All pricing and distribution information was taken from company websites or linked Facebook
accounts if no website was present (see References). Ratings for Unique/Common Design were
based off of customer reviews provided online (Yelp, 2015).

Pricing and Distribution Comparison

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Assessment
Due to the high degree of differences among competitors in the urban apparel business, it is difficult
to define exactly who the competitors are. When looking at the perceptual mapping chart, Penny
Clubs closest competitor in relation to pricing and unique design is a local Tacoma, WA urban
apparel store called Etcetera (eTc Tacoma). Etcetera carries a limited line of products composed of 10
different small name brands. The primary lines include T-shirts, hoodies and hats only sized and
designed for men.
If we look next at the Pricing and Distribution chart above, competitive comparisons can be made
based on method of sales. Karmaloop, Apparel Zoo and Zamage operate solely online. None of these
three carry their own products in retail locations. In actuality, these companies act more like
distributors as their websites are setup to where designers can pay to sell their items with them.
Apparel Zoo and Zamage seek out designers and brands of their own choosing; however, Karmaloop
was specifically created to be an online shopping mall of sorts for urban apparel. So rather than a
direct competitor, Karmaloop has the potential of being a useful distribution option.
Next are the brick and mortar locations, some of which also carry a heavy online presence. At this
stage of Penny Clubs development, we do not consider the chain locations such as Urban Outfitters
and Zumiez as being direct competitors. Their presence and heightened brand awareness with
consumers does create opposition to gaining market share, yet also poses a problem when attempting
to compare apples-to-apples so to speak. Zumiez is more known for catoring to the skater
community rather than the Urban Hustler segment. Urban Outfitters specialized more in hipster
attire. Both chains still have some product lines that could cross over into the Urban Hustler segment,
but their overall brand appeal fails to account for many of the psychographic needs expressed by
Urban Hustlers.
This leaves us with three: Do The Extraordinary (DTE), Urbanity and Recess. Both Urbanity and
Recess are single shop locations with no direct sales website in operation at present. Their online
presence is limited to Yelp.com reviews and Facebook pages. The competition these two locations
offer is in their merchandise. Both locations are locally known for having unique items for sale. One
of their downfalls is that prices at both locations and especially Urbanity, are noticeably higher than
other local retailers partially because of their limited edition apparel. Also, due to their smaller shop
sizes, product storage is limited making purchasing power weak in relation to being able purchase
items at reduced rates. Lastly, neither Urbanity nor Recess sell their own merchandise. All of their
products are purchased and shipped into the store.
Do The Extraordinary (DTE) opened its first shop in Tacoma, WA and is getting ready to open up
another much larger location in Seattle. DTE sells its own products and prides itself of providing only
local, unique urban apparel. Their items are never imported and or bought off of mass assembly lines.
Currently DTE offers apparel for both men and women including jewelry and accessories such as
hats, scarfs, arm socks and purses. Their lines are somewhat diversified, however each line carries
only 2-8 products maximum (with the exception of jewelry). One downfall is reflected in their

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product pricing. Most clothing items, such as mens tops, range from $50-90. Their designs are
unique and the overall brand presentation is solid in relation to the urban apparel market, yet they too
fall slightly short of completely capitalizing on the Urban Hustler segment.

Problems & Opportunities

Problems
The primary problem facing Penny Club is brand awareness. There is currently no marketing plan in
place. Advertisement has been limited to word of mouth and the utilization of influence by business
owner, Donnie Short, at music events he has performed. Sales to date have only taken place at these
types of events resulting in limited sales, approximately $5000 worth. There have been zero online
sales or local retail sales. Of the transactions that have taken place so far, the average order value is
assessed at $30-35 equating to a single shirt purchase per transaction.
Financial resources are limited thus reducing the amount of money that can be spent on the expansion
of lines, production, storage, staffing, advertising and promotion. All of these items represent a
possible problem for Penny Club. Reduced line items lead consumers to shop at other locations in
order to gain variety. Lack of production volumes limit the amount of sales that can be handled at one
time efficiently and cost effectively. Current cost of production for one shirt is $9. Without storage
capacity, increasing order size and volume based production is limited. The current staffing level of
one doesnt allow for mass street marketing campaigns, let alone more intricate methods. Finally,
Penny Clubs lack of financial resources for standard advertising methods such as commercials,
newspaper ads, mailers and so on; leaves only low to no cost alternatives.
Opportunities
Although brand awareness and overall resources are limited, these problems also create a unique
opportunity. Penny Club must now leverage its roots in the hip hop culture and business experience
of its CEO, Leona Warner, in implementing resourceful and imaginative marketing tactics such as
those being purposed in subsequent pages.

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SWOT
The SWOT analysis below shows a breakdown of Penny Clubs internal strengths and weaknesses as
well as the external opportunities and threats. The SWOT analysis is used to design the marketing
strategy that will be captured in latter pages of this document. The goal is to leverage the companys
internal and external strengths while minimizing the effects of current, past and future foreseeable
weaknesses.
Strength
Quick decision making due to
small company size
Low overhead due to no brick and
mortar locations
Experience within hip hop culture
General business experience
Online presence exists

Recent addition of website

and
Facebook
Opportunity
Large consumer base in urban
apparel industry

$17.4
billion
annual
spending
Many smaller shops in urban
areas near Seattle that may be sights
for distribution/partnership
Local area is known for being
trendy and a well-known music
scene

Numerous hip hop events

Target market (Urban Hustlers)
are
known for valuing distinctive designs
outside of industry brand leaders

Weakness
LACK OF AWARENESS
Limited
financial
resources
available
Limited staffing to support
general tasks and desired growth
Industry experience
Limited production volumes and
Storage space for product
Website
missing
items
&
checkout errors
Threat
Small size in large arena;
cannot compete purely on price
Keeping production costs low
enough to grow revenues
Many online and local retailers
established in market

2 are chain locations

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Target Market
When looking at the apparel industry and more specifically the urban apparel segment, one can
immediately see that this segment is highly diverse. Demographics such as gender, income,
geographic location, education, race, marital status and so on are quite broad. For this reason, we
have chosen to define the target market based on a specific segment entitled Urban Hustlers.
the Urban Hustler has come to represent a specific mindset born out of the unique energy,
creativity and diversity of Americas urban centers - closely connected to hip-hop, ethnically diverse
with aspirations to succeed and a shared set of passions (Alloy Access, 2007).
When creating a marketing campaign one of the key elements that must considered is the audience
that you are wanting to capture. Narrowing this down helps to increase your opportunity of being
able to tailor a marketing campaign towards this specific group and aid in achieving the campaign
goals. Penny Clubs product line was built upon the concept of From the streets, for the streets.
This mindset encompasses the vision and motivation behind the inception of Penny Club itself. The
intention of PC products are to instill a feeling of pride and reinforce the idea of positive upward
mobility in the persons wearing it. The company goal is to have each person who puts on the PC
brand feel that they are representing their personal struggles as motivation for their hunger for
success. An expression such as this in hip hop communities has been expressed through dance,
music, rap, and fashion. Penny Club is building upon this strong cultural foundation within their own
line of apparel. The focus on money symbolism in an effort to bring awareness to income inequality

Social, driven and always on the move, becoming a relevant player in their world requires that you u

and issues of poverty aligns well with hip hop culture and specifically the Urban Hustler segment.
Urban Hustlers place a high degree of importance on aligning their behaviors and style to reflect a
lifestyle they believe themselves to have achieved or even aspire to become part of. Upward mobility
and growth in financial and life status are a must for this group and their clothes should show this to
the world around them.

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Objectives
These objectives are the primary goals that are the driving force of the purposed marketing campaign.
The first objective is to create and expand brand awareness. All other objectives are purposed as part
of the overall action plan to successfully achieve the first level of this primary objective, the
establishment of brand awareness. We say first level because just as the IMC plan should be a
living document, regularly updated and adapted, so too should the objectives undergo perpetual
review and revision.
Marketing

Increase website traffic and online sales

Increase overall revenue to grow and eventually give back

Advertising

Low to no cost
Focus on urban centers
Incorporate local events

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Creative Brief
Product:Inspiration
PC apparel T-shirts

2015 Penny Club Cos Marketing Campaign

Brand Character

Purpose
To drive sales upward
20% in the 2016 sales
year by improving
brand awareness
Brand Target

within the local and

online communities
first.

Hip, edgy, hard, inspiring,

empowered, uplifting
Theme
From the streets, for the
streets
Consumer Insight &
Proposition
What do they currently think?
Consumers arent aware of
Penny Clubs apparel items.
What would we like them to
think?
Consumers should recognize
Penny Club as an apparel
company that is fashionable as
well as having a heart for the
community.
Reason to Believe
Why should they believe?
Penny Club has its roots in hip
hop and urban culture, which
serves as the driving force for
its designs and corporate
mentality.

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Urban Hustler: Members of this segment place high value on appearances, status, and upward
mobility. They model themselves after entrepreneurs and desire to earn money. This desire is often
motivated by a deeper desire to rise above their upbringing and help others to do the same.

the Urban Hustler has come to represent a specific

mindset born out of the unique energy, creativity and
diversity of Americas urban centers - closely connected
to hip-hop, ethnically diverse with aspirations to
succeed and a shared set of passions (Alloy Access,

Single Minded Proposition

What is the most persuasive idea we can convey?
Penny Club is more than a T-shirt company. It is an
expression of the struggle and encourages empowerment
to rise above lifes challenges regardless of where you
come from.
Deliverables:
Free to low cost marketing options that focus on building
awareness locally and online as an implementation
phase. Recommendations for future expansion.

15

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Campaign/Concept Direction
From the streets, for the streets. The Penny Club mantra puts it best. PC is not just another T-shirt
company. This business desires to give back to the communities and culture that served to inspire its
inception. The struggle is real. Poverty exists. Income inequality exists. But those who know this
struggle best do not have to fall victim to the mindset of lack that so often encompasses this
demographic. Instead, one can embrace this heritage and use it as fuel to feed the fire of success.
Choose your own path and rise above the struggle; then dont stop there. Educate, inspire and
empower others around you to do the same. Penny Clubs apparel goes beyond clothing and serves as
a message to all those who know the struggle, to rise up and help be the light that leads others out of
the darkness. It began in the streets and Penny Club must leverage this history in developing its
future. Hit the pavement and grow the brand by keeping it simple.

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Marketing Communication Strategy

Media Strategy/Tactics
Digital
Part 1: Leverage social media.

Facebook Current Facebook followers and likes are minimal. The intent would be to boost
likes and followers by adhering to frequent updates on line items, promotions, and newly
implemented rewards program.
YouTube Post recently filmed commercial with scripted tag lines and links below video that
directs consumers to website. Track likes and views. This platform can also be utilized in the
future when building excitement for new or updated line items. YouTube can also be
leveraged to spotlight future community service events/fundraisers as a low cost means of
advertising.
Twitter This platform will be used for future endeavors once brand awareness begins to
form more in the local community. #ForTheStreets can be utilized to draw attention to
community service events as well as when updating consumers on donations as a
transparency method.

Part 2: Company Website

The current website is still new and is lacking in multiple areas. Refinement is needed to
allow for proper checkout. Currently when customers attempt to checkout, an error message
appears redirecting them to PayPal. If PayPal is the only payment option available, customers
should be made aware of that prior to entering in their order information. Future goals would
be the establishment of a broader pay system or refinement to current system to reduce
consumer frustration at point of sale.
Quick links at the bottom of the webpage are inactive and result in confusion and lack of
brand trust. These buttons should be updated to correctly link.
Begin tracking visits, sales and abandons through website. This will give a greater idea of
where problems may be in the website and ordering system. How many views is my website
receiving? How long are they staying on site? Why are people shopping, yet abandoning their
orders? All of these questions and more can be answered by tracking these few simple
measurements. Further troubleshooting and marketing tactics can be developed to address any
issues found adaptively as time goes on.

Part 3: Ad site

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Without having a brick-and-mortar location and with having a current brand awareness issue, it is
recommended to seek other advertising options. Etsy.com is a fairly low cost way to advertise Penny
Clubs products while also increasing brand awareness possibilities. Searches through Pinterest and
Google can often link consumers to products sold on Etsy. There are other brands of urban apparel
currently selling on Etsy, which would lend to the idea that this platform attracts consumers within
the target market.
As the image to the right shows, Etsy has no monthly
fees associated with product advertisement. Sales
through the website are automatically deposited into a
chosen account and secure checkout options are
available. The listing fee is $0.20 and transaction and
payment processing fees are fair (3.5% transaction
fee; 3% + $0.25 payment processing fee).
Until additional options can be secured, Etsy would
offer an additional online presence at a site already
heavily trafficked in which to advertise and sell Penny
Club products.
www.Etsy.com

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Traditional

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Part 1: Flyers
Flyers are a useful advertising tool for one-on-one or small group advertising. The largest expense for
this item is in the printing. Mass printing options are available for small businesses through many
local and online sites. For example:

Kinkos 1,000 flyers for approximately

$199.99
Vistaprint 1,000 flyers for $100-140 (price
range dependent on 1 or 2 sided)
Additional discounts offered for
larger order sizes

Part 2: CD inserts (Ad + online discount)

These inserts could be smaller versions of the flyers
or slightly altered to the medium of delivery. The
idea would be to place them inside Trajiks CDs to
link music sales with Penny Club merchandise.
Variations to the flyer example would be to add a
discount coupon code for 10% off purchase.
Part 3: Order inserts/email response
These inserts would go out with every order inside the bag with the shirt. The goal is to thank the
customer for their purchase as well as offer a discount code similar to the CD inserts of 10%. Another
variation would be to send this thanks you ad through email after checkout. A similar offer to the CD
inserts could be provided with a referral incentive code of 10% off or BOGO off. If the customer
forwards the email offer code to their friends and any one of their friends make a purchase, they
would receive an email offering them 10% or possibly a $5 online gift card code towards their next
shirt purchase.

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In the Streets

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Part 1: Music & Community events

Seattle is well known for being prime spot for music lovers. Hip hop music events are happening all
the time. These range from large concert styles with big name groups to the small local clubs that
showcase up and comers. There are rap battles and beat battles happening in areas like Tacoma,
Seattle and all over Western Washington. In addition to all this, Seattle makes a point of hosting
events that promote hip hop culture and urban life. Many of these events are held in the Seattle
Center area and various other locations including downtown.
There are currently celebrations and events marking November as Hip Hop History Month. Music,
food, literature, dance, merchandise booths and so much more are placed to enhance these events.
Similarly throughout the year are events such as the African American Heritage Festival, Seattle Rap
& Rock History, Life & Rhythm Vestival, MLK celebrations, and so much more. Companies can sign
up to participate in these events as a vendor by contacting the event coordinator through the specific
event link at: www.events12.com (Events12, 2015).
Part 2: Urban retailers (local)
Urban apparel retailers are scattered all around South King County, Seattle Central (DT) and Tacoma
(DT). Local store partnership or distribution possibilities include Do The Extraordinary (DTE)
located in Tacoma. They are working to open a new location in Seattle very soon and are known for
only selling locally made and manufactured items. Another local company is Etcetera (eTc Tacoma).
This company currently has a single location based out of Tacoma, WA. Etcetera prides itself also on
selling smaller, local brands. They promote local hip hop artists & events in both the Tacoma and
Seattle area, showcasing this information regularly on their blog section of their website. Both
companies are known for having edgy, urban designed clothing and could serve as a distribution
option for the Penny Club line.

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Non Profit Partnerships

DoSomething.org is a company who focuses on influencing social change in the world. They boast a
member base of 4.5 million in over 120 countries. There are currently upwards of 240 different
volunteer campaigns available to take part in. DoSomething.org is a global movement for good
whose website states Any cause, anytime, anywhere (Do Something , 2015).
Aligning Penny Club with a movement such as Do Something, would provide an outlet for the
desire to give back. A participant can choose to give through time and service or as a corporate
sponsor. At the beginning, the goal would be to take part in a Do Something event quarterly to biannually at a minimum. Rooting Penny Club in social charities from the beginning will establish PC
as a change oriented company for inspiring and empowering regardless of financial contributions.
After sales volumes increase, it would then be the goal to begin acting as a corporate financial
sponsor to the Do Something organization as a continual effort to give back.
Another way to contribute might be to draw inspiration
from a recent fashion campaign where designer Alexander
Wang rallied celebrities such as Kanye West, Taraji P.
Henson and artist Abel Makkonen Tesfaye (known as The
Weekend) to pose wearing simple t-shirts representing the
Do Something Campaign (Rye, 2015).

www.Dosomething.org

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Evaluation of Plan
Metrics

Online traffic & sales (after tracking system implementation and website fixes)
Traffic 1000 visits/month
Sales 85 units/month
Abandons no basis for current numbers; metric based on establishment of tracking
system only. Revisit at end of Q1 2016.
Facebook followers & Likes
Double current numbers by June 2016
Units sold as % increase over prior year
20% goal
Average order value
Increase to $40 average by year end 2016

Goal Setting

Referral program & loyalty points program established and tracked

Goal of 100 loyalty customers by end of Q1 2016
Measured by email signups and allowance of delivery of advertisement and
promotional offers.
Online website views 1/3 new clients bi-annually and compounding for 2016
Promotional community events 2-4 annually

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Future Recommendations

Establish presence in urban retail locations & online at etsy.com

Continue to leverage community events in Seattle and surrounding areas
Quarterly/bi annual Do Something activities
Reach out to local media channels to spotlight as well as YouTube posts
Actively engage with loyalty customers on a quarterly or monthly basis
New product updates
Coupons/rewards
Reward for referral engagement
Rewards Loyalty program establishment
Referral program establishment
Online tracking system implementation

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References
Alloy Access. (2007, 6 5). Twenty Million Young Americans Representing the New Definition of ``Urban Hustler''.
Retrieved from Business Wire: http://www.businesswire.com/news/home/20070605005190/en/Twenty-MillionYoung-Americans-Representing-Definition-Urban
Apparelzoo. (2015, 11). Mens. Retrieved from Apparelzoo.com: http://apparelzoo.com/men.html
Barr, A. (2011, 12 22). Soletron targets $60 billion streetwear market. Retrieved from reuters.com:
http://www.reuters.com/article/2011/12/23/us-soletron-streetwearidUSTRE7BL1XK20111223#tI2Elo9dKUgzM8GS.97
Do Something . (2015, 11 15). Who We Are. Retrieved from Do Something: https://www.dosomething.org/us/about/whowe-are
Dolores, A. (2012, 9 18). The Evolution of Streetwear. Retrieved from mixologi.com: http://mixologi.com/the-evolutionof-streetwear/
Etc Tacoma. (2015, 11). Etcetera Shop. Retrieved from Etctacoma.com: http://www.etctacoma.com/shop
Events12. (2015, 11). Contact Us. Retrieved from events12.com: http://www.events12.com/contacting.html
Karmaloop. (2015, 11). Mens Clothing Tshirts. Retrieved from Karmaloop.com:
http://www.karmaloop.com/browse/mens/clothing/tshirts
Leach, A. (2015, 08). The 15 Most Important Cities in Fashion Right Now. Retrieved from highsnobiety.com:
http://www.highsnobiety.com/2015/08/24/fashion-capital-list/
Penny Club Incorporated. (2015, 11 19). Shopping Cart. Retrieved from pennyclub.us:
https://www.pennyclub.us/store/checkout?cart=565be9137f4ed
Rye. (2015, 9 2). The Voice. Retrieved from The Urban Daily: http://theurbandaily.com/2015/09/02/kanye-west-kimkardashiantaraji-henson-the-weekend-among-celebs-featured-in-alexander-wangs-do-something-campaign/
Urban Outfitters. (2015, 11). Men's Graphic Tees. Retrieved from Urbanoutfitters.com:
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