HGC Apparel

HGC Apparel

The company was started and currently operates on the message of black empowerment entrepreneurship and success through the various product lines. The company targets the African American retail market which is worth US$ 100 billion using e-commerce. The company’s marketing strategy is targeted on the high school and graduates school students through its products that include: windbreakers, swimsuits, sweat suits, jackets, backpacks and hats (Čábelková, Normann & Pinheiro, 2017). Its price range is US$ 30 to US$ 50 while its competitors for the same range of products offer a price of US $25 to US$ 70. The competitors include Nike, Addidas, Hip creations and Tatum. Nike and Addidas boast of strong capital base and global market where Hip creations focus on clothing for culture (Muller, 2018). Tatum uses its founder institutional connection in its marketing. These strategies by the competitors give the company unlimited access to the target markets of the black community as it stirs the emotions of racial identity with clothing with the past appeal of the ’90s.

The strengths of the company lie in supporting its customers to collect the sizing of their clothing’s via the item description. The company uses the exchange policy where the products are offered for the market on the “as is” and “as available” basis eliminating disputes that may lead to litigation (Das, 2017). The company has free shipping, free returns, and exchanges, money back guarantees. It accepts credit, debit, and prepaid cards as a means of payments. The major weakness of the company is lack of price matching and delays in answering customer’s inquiries emails. The company has an opportunity to do better by increasing its workforce that will facilitate the spread of the message of pride and worth in its existing market. The company can also expand beyond its racial marketing strategy to reach out to other communities (Thakur, 2018). The company’s online system is prone to cyber-crime attack and the financial muscles of its competitors like Addidas and Nike who markets their products using respected personality and celebrities.



Čábelková, I., Normann, R., & Pinheiro, R. (2017). The role of higher education institutions in fostering industry clusters in peripheral regions: Strategies, actors and outcomes. Higher Education Policy30(4), 481-498.

Das, M. M. P. (2017). SWOT analysis of micro, small and medium enterprises in rural society: A study conducted in the Ganjam District of Odisha. International Journal of Scientific Research and Management5(8), 6569-6575.

Muller, G. (2018). Business Strategy; Methods and Models.

Thakur, B. (2018). Analysis Of Business To Business E-Commerce. International Journal of Scientific Research and Management6(01).

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