Title Nine Sports Shares Their Strategies

CS: How are you expanding your product line?
Park: We recently started carrying items that our customers can wear to work. For example, our new Tomboy Dress is a Tencel and Lycra dress that has just a credit card pocket in the hem. We’re positioning this as something comfortable that our customers can wear to work on casual Fridays. We also started carrying more expensive coats, such as $250 parkas for cross-country skiing or backpacking. Our customers told us they didn’t want to go to other retailers to get these items. But before we take on any new product, we ask: “How Title Nine is this?”