McGregor Single Page

Creative Collective

ABOUT MCGREGOR POLAR VORTEX ABOUT
HISTORY LOGO
MOOD BOARD
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Gabrielle Bohna Nicole Erickson 5

TARGET MARKET CAMERON
FASHION MOOD BOARD
LIFESTYLE MOOD BOARD

9 ABOUT WHITE OUT
ABOUT BLACK ICE
13 PRODUCTS WHITE OUT SOCKS
BLACK ICE SOCKS
HOLIDAY SOCKS
SECONDARY PRODUCTS
FABRIC RESEARCH

Cassandra Roberts

Dylan Kwacz

POLAR VORTEX

35 SALES RETAIL PRICES
SALES OBJECTIVES

37 MARKETING SWOT ANALYSIS
PACKAGING
RETAIL DISPLAYS
ADVERTISMENTS

47 EVENTSPOLAR BEAR SWIM TARGET
HOTEL DE GLACE

$ THANK YOU

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POLAR VORTEX

ABOUT

QUALITY & COMFORT GUARANTEED SINCE 1928

Company

McGregor Industries was founded by 2 brothers Jack
and Nathan Lipson and brother-in-law Joseph Doran
in 1928. McGregor Industries grew quickly, selling
men’s and boy’s socks in menswear stores in over 1000
store across Canada. In the 1930’s, they developed an
innovative cushion sole sock called ‘Happy Feet’; with
a terry cushion sole and a sanitized process that fights
athlete’s foot to prevents odours. This sock was patent-
ed and sales climbed rapidly; the success of the ‘Happy
Feet’ sock is still prevalent, with it still being sold today.
McGregor industries then expanded its sock line into
providing women’s and girl’s with sock and legwear
products. McGregor distribute and hold the licenses for
well-known brands i.e Calvin Klein, Tommy Hilfiger, Ree-
bok, Chaps and IZOD. McGregor has produced over
5,000 different styles and colours of socks developed
and marketed annually. McGregor, originally founded in
Canada, sell their products in over 75 countries around
the world and have offices in Toronto (1928), New York
(1984), London (1996), and Hong Kong (2009). They
currently have 50 partners for their supply base of man-
ufacturing alliances and 3 distribution facilities; Toronto
(Canada), Los Angeles (USA), and Dartford (UK). Charity
is very important to McGregor Industries and they do-
nate thousands of pairs of socks to numerous organiza-
tions in Toronto and the surrounding area.

Production and Distribution

The yarn used with McGregor’s socks are initially processed in their natu-
ral, raw and pre-dyed, ingrain state. The yarn and synthetic fibres used are
sensitive to temperature and humidity, therefore the environment they are
processed in must be controlled. The socks are knit on a cylinder knitting
machine and fishes their sock form with an open toe; then toe on the sock
is then sewn shut. Next, the sock is stretched on metal forms to have the
desired shape and size. The socks are then paired with another that is most
similar and are ready for packaging and shipping.

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ABOUT POLAR VORTEX

THE EXTREME SOCK FOR EXTREME CLIMATES Mood Board

Who Are We?

We are Polar Vortex; a brand dedicated solely to provid-
ing Canadian men with premium-quality winter leisure
and sports socks that are as functional as they are visu-
ally appealing. As a sub-brand of McGregor Industries,
a company well known for its craftsmanship in socks and
legwear for over 85 years, we stay true to its founda-
tions: focusing on quality, comfort, and innovation in
design.

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LOGO VARIATIONS

POLAR VORTEX
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MEET CAMERON

CAMERON IS...

Who is he?? TARGET

Cameron is a caucasian male in between the age of 18-29
years old. He lives in a suburban city in Canada, earning an
annual income of between $30,000 and $60,000. Cameron is
in the process of has already completed his post-secondary
education. Within the 3-5 years, he will consider settling down
into a serious relationship. On weekends we will mostly stay in
his smaller town, but will go to the city on occasion. Cameron
ensures that he will take some time to travel during the year.

Personal and Work Life

Being in the Millennial generation, social
media is something that is important to
Cameron, he uses this to interact with
friends and build a personal brand that
can drive his career forward. Cameron is
okay with sharing his personal infor-
mation on these social media sites for
people to see. Cameron balances work,
school, social and personal life, he trav-
els from his suburban town to a larger
city for school and/or work. Although he
uses transit to commute, he does own a
car and in the city, Cameron either walks
or takes public transit to get to his des-
tination. Cameron is working at a stable
job but does not consider it his career,
he is interested in careers in the business
and economic fields.

Sports

During weekends in the winter season, Cameron is willing travel to ski resorts with
his friends and family. He participates in various types of winter sports like skiing,
snowboarding, skating, and ice hockey. Cameron is conscious about his health and
fitness, therefore he likes to stay active in the winter season and winter sports are his
way to stay active. During the summer he remains active by biking and hiking.

Fashion

Cameron is interested in fashion and
uses menswear magazines like GQ,
Esquire and Sharp to become more edu-
cated. He predominantly wears business
casual wear and sportswear, transition-
ing from work to social life. Shoes are
important to his since he is a commuter,
Cameron has to be conscious about
what he is wearing on his feet.

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MOOD BOARDS

Fashion

POLAR VORTEX

Lifestyle

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Creative Collective PRIMARY PRODUCTS

Gabrielle Bohna Nicole Erickson POLAR VORTEX PROVIDES TWO LINES OF SOCKS FOR A WIDE RANGE OF WINTER ENVI-
RONMENTS AND ACTIVITIES.

White Out

‘White Out’ is a sock line within Polar Vortex that is intended for winter
leisure wear. During the typical Canadian winter, the days are short and the
nights are long; ‘White Out’ is inspired by the comfort of warming up by
a wood log fireplace after partaking in a day’s worth of winter festivities.
‘White Out’ is an everyday, essential sock for the Canadian male; these
socks provide the wearer with warmth and arch support necessary for kick-
ing back at home or for keeping warm on the way to work.

Cassandra Roberts

Dylan Kwacz

POLAR VORTEX

Black Ice

‘Black Ice’ is a sock line within Polar Vortex intended
to provide warmth, protection, and comfort to wearers
during the extreme harshness of a typical Canadian win-
ter. Using innovative fabrics and streamlined cuts, these
heavy duty socks are intended for the Canadians who
revel in these elements, often partaking in winter sports.
With a cutting edge, minimalistic design, Black Ice
doesn’t cut corners when it comes to its clean aesthetics
versus its undeniable comfort and quality.

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WHITE OUT

WINTER LEISURE WEAR

The Plaid Collection

POLAR VORTEX
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WHITE OUT

WINTER LEISURE WEAR

The Groomed Collection

POLAR VORTEX
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Dylan Kwacz Cassandra Roberts

WHITE OUT

WINTER LEISURE WEAR

The Slope Collection

POLAR VORTEX
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BLACK ICE

WARMTH, PROTECTION, AND COMFORT

The Cracked Collection

POLAR VORTEX
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BLACK ICE

WARMTH, PROTECTION, AND COMFORT

The Plain Collection

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BLACK ICE

WARMTH, PROTECTION, AND COMFORT

The Smooth Collection

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WHITE OUT

Holiday

POLAR VORTEX

BLACK ICE

Holiday

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Dylan Kwacz Cassandra Roberts SECONDARY PRODUCTS

Stickers

Mugs POLAR VORTEX
Stickers 29

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Dylan Kwacz Cassandra Roberts SECONDARY PRODUCTS

Balaclava

Gloves

Gloves

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POLAR VORTEX

FABRIC

THINGS TO CONSIDER WHEN DESIGNING SOCKS APPROPRIATE FOR WINTER ACTIVITIES

Materials

Ski socks are usually made out of materials like wool or Fit
synthetics like polyester, nylon, acrylic and lycra. These
are the top fabrics because they are the warmest, most It is important that when it comes
practical fabric. Polyester, provides a good combination to winter sport socks, men stick
on wicking ability, softness and insulation abilities. Nylon to brands that cater to men and
is thin, but has high durability and abrasion resistance. vice versa women. Men generally
Acrylic is a cheaper substitute for wool. It can be light- have larger calves and shaped feet
weight or thick. Acrylic keeps its shape and have high compared to women. Ski socks are
elasticity. Warm, soft and it holds colour well. Lycra is stretchy which creates more mobil-
soft, comfortable and stretchy. A good thinness for ski ity and comfort while being active.
socks. Wool is great for comfort and warmth in ski socks. A sock that is too loose can result
they are also highly durable and wick moisture away. in blistering from abrasion and the
More expensive and harder to wash. Wool / Synthetic buildup of moisture. A sock that is
Blends are created with a blend of materials. This en- too tight causes discomfort and a
sures perfect combinations to hit all the characteristics decrease in circulation.
you need in a ski sock. For example, a sock made up
of 73% wool, 24% nylon and 3% elastic to give you the
best characteristics of all of the materials.

Weight

There is new technology in most Ventilation
winter sport boots to keep the foot
insulated. Now the socks number Breathability is a must when considering the hours you
one priority isn’t to heavily insu- are wearing your winter boot. Ski socks have more ven-
late from the cold, but to provide tilation so your foot can stay dry from perspiration and
comfort instead. Lightweight ski snow. Keeping your foot warm for an extended period
socks are ideal for warmer ski days. of time.
Medium and heavy weight socks
are geared to more harsh climates. Wash Instructions
Usually ski socks have a thicker
cushioning section over the shins for
padding, and thinner fabric on the
instep and heel to minimize bulk.
Medium weight socks are usually the
best fit for moderately cold days be-
cause they keep the feet warm but
not so warm that the feet sweat.

Machine Wash Warm Gentle Cycle.
Do Not Bleach.
Tumble Dry Low.
Do Not Iron.
Do Not Dry Clean.

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Creative Collective RETAIL PRICES

Gabrielle Bohna Nicole Erickson Cassandra Roberts Competitive Set

Dylan Kwacz SmartWool
Provides consumers with a variety of hosiery options, with a focus on skiing, running, hiking and casual socks.
The brand is recognized internationally for their colourful designs and scientific justification of their products.
Smartwool offers a 100% satisfaction guarantee, which has positioned them to be a consumer conscious
brand focused on quality footwear.
Ski Sock Pricing : $19.95 - $37.95
Leisure Sock Pricing: $17.75 - $36.00
Fabrics Used: Merino Wool, Nylon, Elastane
DryMax
Places emphasis on the scientific technology behind each one of their socks. Their winter sport socks provide
wicking technology, with a focus on quality and keeping their consumer’s feet dry. DryMax offers socks in a
variety of lengths, which expands their target market.
Sock Pricing: $9.43 - $13.50
Fabrics Used: Olefin, Polyester, Elastane, Nylon
Under Armour
Under Armour is a performance apparel brand for Men, Women, and Children. It is geared towards keeping
athletes cool and dry as they train and/or compete through innovative fabric technology and streamlined cuts.
Sock Pricing (no ski socks): $15.99 - $19.99
Fabrics Used (between all socks): Polyester, Cotton, Nylon, Elastane
Ice Breaker Merino
Ice Breaker Merino is dedicated to providing Men and Women with high quality, ethical, and sustainable
skiing, running, hiking, and leisure foot wear. Ice Breaker Merino focuses on using natural fabric (Merino Wool)
and relies on its insulating factors, with a business model “that balances ecology with economy”.
Ski Sock Pricing: $24.99 - 49.99
Leisure Sock Pricing: $21.99 - 35.99
Fabrics Used (between all socks): 60%+ Merino Wool, 20% nylon, 8% Polyester, 2% Lycra (Percentages vary
between intended use of socks)

Polar Vortex Differentiation

Polar Vortex: is a subsidiary brand of McGregor Industries, and therefore, stays true to McGregor’s promise of
Quality, Craftsmanship, and Innovation in each sock.
Polar Vortex: Provides men with high quality winter sport and leisure socks. Polar Vortex doesn’t cut corners
when it comes to a minimalist edge with design versus comfort and practicality.
Polar Vortex: offers both a heavy duty, insulating sport sock, geared towards men who partake in winter activ-
ities, and an everyday winter leisure sock, to keep the wearer warm on his way to work or while he relaxes at
home.

POLAR VORTEX

SALES OBJECTIVES

Target Market Number

In March of 2014, Ski Canada Magazine released a travel feature based
on the statistics and populations in numbers regarding Canadian Skiers.
As Canadians revel during the winter months, it may come as no surprise
that Canada was ranked as the “7th highest rank in the world international
skier-visits” (Trendyle, 2014). A “Skier-Visit” is defined as a “skier or boarder
participating at a resort for one day” (Trendyle, 2014). Statistics provided
by the ‘Canadian Ski Council’ foresee these “skier-visit’s” to remain at the
18 million mark after studying baseline skier trends for over seven years; in
2012, the “skier-visits” averaged at a whopping 18.528 million, proving the
validity in the ‘Canadian Ski Council’s’ “skier-visit” forecast. In terms of the
division of “skier-visits” amongst the Canadian Provinces, British Columbia
allots for “45% of all skier-visits, Quebec with 24%, and Ontario and Alberta
with 12 and 11 %” (Trendyle, 2014). Residents in Ontario who partake in Ski-
ing are more likely to leave their province and take a ski holiday elsewhere
in Canada, while residents in British Columbia tend to stay within their own
Province. There was an average of “2,470,400 active alpine skiers” hitting
the slopes in Canada during the season of 2011/2012, and with Canada’s
population sitting at roughly 35.8 million people, an average of 14.5% of
the total population in Canada are skiers. Of the Canadian families who
partake in skiing as a winter sport, their average annual income is approx-
imately $101,175, which is considered to be upper class, in comparison to
the average annual income of all Canadian households sitting at $79,600
(Trendyle, 2014).

Cold Climate Population

What some may consider ‘extreme’ in regards to the Canadian winter climate is more
often embraced by Canadians and is a large part of our identity. During the winter months,
Canadians do not shy away from partaking in winter festivities as the colder months often
bring us closer in spirit. The winter months in Canada generally span between three to
four months in duration, however, the first ‘official’ day of winter, winter solstice, begins on
December 21st. Winter in Canada ‘officially’ ends during the middle of March, however we
can still see cold temperatures dissipate or worsen as late as May. The regions of Canada
to reside in with the coldest midwinter temperature are Winnipeg, with a population of
over 500,000 people, and Ottawa, with over 800,000 people. According to ‘Stats. Cana-
da’, our country has a population of 35.8 million people as of 2015. Canada is also consid-
ered to be the ‘coldest country in the world’ with an average annual daily temperature of
-5.6 degrees Celsius (Phillips, 2006).

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Creative Collective RESEARCH

Gabrielle Bohna Nicole Erickson SWOT ANALYSIS

Strengths

McGregor is the number one brand of better socks and leg-wear in Canada.
High quality, comfort and reasonable pricing.
Founded in 1928, McGregor is a brand that is established and credible.
McGregor is spread over 75 different countries worldwide.
Available at large retailers like Hudson’s Bay, Sears, Town Shoes and Mark’s.
Holding licenses to brands like Calvin Klein, Tommy Hilfiger, Reebok, Chaps and IZOD.
Developed the distinctive brand, Happy Sock.
McGregor offers a wide range of versatile socks and leg-wear, resulting in a large target market providing for
men, women, and children.
With offices located in Toronto, New York, London and Hong Kong, McGregor is immersed in the fashion hub,
creating an advantage point for discovering the latest trends.
Actively involved in community outreach, brand takes pride in charity and donations.

Opportunities

Reebok, IZOD, and Champs (all licensed brands under McGregor) sell socks catered to the highly saturated
athletic wear market. However, there is great potential in the winter wear and winter sports market, as it is not
highly saturated.
The winter season in Canada ranges between three to four months out of the year, with weather conditions
varying greatly between regions. Products that will help Canadians during the winter months are a necessity,
therefore penetrating this market will be an economically viable choice.
The holiday season occurs mid-winter, one of the best times economically for retailers, and Canadians, not shy
of the cold, will often stay in the country to spend their time off in ski lodges and cabins.
McGregor’s innovative ‘Happy Sock’ was developed in the 1930’s and is still being sold today, reinforcing the
craftsmanship and quality delivered by McGregor to their customers. The Canadian consumers trust the Mc-
Gregor brand and it is highly likely that the launch of a winter leisure and sports sock line will be successful.

Cassandra Roberts

Dylan Kwacz

POLAR VORTEX

Weaknesses

McGregor’s online social media presence is not strong, 1036 followers on Instagram, 7000 likes on Facebook
page.
Sock designs lack in fashion forwardness, designs remain basic and not innovative.
McGregor branding is only used in Canada, does not receive brand recognition in other countries by the
founding name. Instead uses “American Essential International”.
Packaging design does not have innovative qualities resulting in out-dated look.

Threats

AYK Socks…
Created in 1995 as AYK Socks Inc., The Company has now become one of Canada’s leading domestic manu-
facturers of sport socks.
AYK International Inc. was established to reflect the current fashion trends in the international market place
maintaining foothold on the Canadian & U.S market.
Staying in tune with the current trends, we have also developed products using all natural yarns such as Soy,
Organic Cotton, Sea shell and Bamboo Viscose and BCI cotton ( better cotton initiative ) for our line of socks
which we feel is the next generation of Eco-Friendly socks.
New Technology…
SmartWool socks states that their socks will not itch, and can be repeatedly washed and dried without shrink-
ing. The PhD Outdoor Light Crew Socks uses innovative design of multiple elastics to offer greater stretch and
recovery and to keep the socks in place.
Injini Run 2.0 Original Weight Mini-Crew Toesocks sock offers a snug fit with maximum protection and mini-
mal weight in a five-toe design that properly aligns toes, prevents blisters and promotes proper posture and
balance.
Thorlo specifically designed the XT Fitness Socks to deliver comfort and protection for men who are prone to
blisters, foot pain, or discomfort. Fabricated with special fibres for ultimate softness, they remain resilient and
wick moisture for drier, better feeling feet.
Toe shoes (vibrams) and other shoes that you don’t need socks in.

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PACKAGING

White Out

POLAR VORTEX

Black Ice

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SECONDARY PACKAGING

Everyday

POLAR VORTEX

Holiday

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RETAIL DISPLAY

Everyday

POLAR VORTEX

Holiday

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ADVERTISING

Print

POLAR VORTEX

Billboards

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POP UP SHOP

Hudsons Bay Company

POLAR VORTEX

PRODUCT LAUNCH

Brand Initiatives

Polar Vortex hopes to enter the market by integrating innovation and a sense of cleverness in order to attract
our target market. The brand will use preexisting winter related events and will produce other initiative as a
device to bring brand awareness.

Polar Bear Swim

The Polar Bear Dip has become a hallmark for winter
fundraising activities. This event is held annually to
support Habitat for Humanity and involves participants
willing running into subzero waters in the middle of the
winter. In 2014, approximately 400 dippers arrived on
the shores of Lake Ontario and raised over $50,000 to
support a great cause. This event perfectly caters to our
target market, and it would be a great opportunity to
launch the brand, in collaboration with the Polar Bear
Dip. McGregor takes pride in its humanitarian initiatives,
and the Polar Bear Dip would offer an opportunity to
promote the brand while remaining true to the values
already set by the company.

How will we participate?

Polar Vortex will be able to act as a sponsor for the Hotel de Glace
event. This will mean that the brand will receive signifi-
cant exposure to the various media platforms that cover The Hotel de Glace in Quebec is a popular tour-
the event. As a benefit, participants of the event will be ist destination and winter spectacle. The hotel
able to try out a pair of our Winter Sport and Leisure is designed entirely of ice, which is an amazing
socks after they take the ambitious plunge into freezing architectural achievement. As a result, the Hotel de
cold water. We will be able to show the benefits of the Glace has received a lot of publicity from nation-
sock and show how our insolation technology works. al and international press. Involvement by Polar
Vortex would be great to achieve publicity for the
brand. It will create brand recognition by guest and
international tourists all over the world.

How will we participate?
The Hotel de Glace would act as a great location
for a Polar Vortex launch. The icy and cold setting
would be the perfect environment to promote the
brand’s winter-durable socks. The event would
guarantee media participation because it would
offer the benefit of letting media in, to experi-
ence the beautiful architecture of the hotel. To our
benefit, we will be able to expose the press to our
Winter Sport and Leisure sock.

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Dylan Kwacz Cassandra Roberts