|Hit or Miss|
|Key Words||Entrepreneurism, fads, trends, business opportunities|
|InfoTrac Reference|| A117420570
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Rebecca Cutler and Jennifer Krane noticed that pregnant women had few choices for athletic wear. They discovered that 4 million babies are born every year in the U.S., and American women spend an estimated $1.2 billion annually on maternity wear. They came up with the idea that a box set of fashionable maternity athletic clothes that included a mix-and-match set of reversible tennis skirts, a few V-neck shirts, and shorts might sell. It did, and they expanded their line to tennis, golf and yoga clothing. Gross sales are projected to reach $1 million in 2004. Cutler and Krane jumped on a trend early, which helped them develop a loyal customer base even as the "big guys" are starting to catch on and compete with them.
|Source||"Hit or Miss," Entrepreneur, June 2004, p. 108.|
|Instructor Discussion Notes|| Discussion Notes
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