Hinchman Indy, a historic name in motorsports based in Indianapolis, has been producing racing suits for customers for many decades. Although this product that Hinchman takes pride in is of high-quality standards and has achieved high customer satisfaction, it has been proven that it does not represent a sufficient revenue stream for Hinchman. Moreover, Hinchman’s current product line primarily caters to professional or semi-professional drivers, leaving a significant gap in the market for casual racing fans and enthusiasts who are eager to connect with the brand but find the high-end products inaccessible. To address this challenge, our team’s goal is to research new products and design ideas for Hinchman, couple our research with market benchmarks with competitors in the market, survey these designs to the public, and create bigger product exposure through different windows and platforms. Ultimately, our goal is to refine our initial ideas into fully developed and professionally designed merchandise options that Hinchman can adopt and launch, as well as develop the social media strategy by launching a social media campaign and observing customers’ engagements.
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