In 2014 friends and bodybuilders from Las Vagas, Hunter Molzen and Alex Hanson had grown tired of struggling to get jeans that would fit their well developed legs. They had grown tired shopping the big or tall stores to get jeans to fit their thighs, but then would require some serious waste altering to fit their physique. They decided that they would try and they could develop jeans for the athlete.

They developed their jeans by measuring hundreds of athletes. The new Athletic Fit design provides more room in the glutes and thighs to keep your customers comfortable, with a tapered waist so your pants stay put, look great and avoid unflattering gaping at the waist. They decided to use high-end technical fabrics that give the pants complete freedom of movement, so that customers get the same performance they are used to of your favorite sportswear.

Late in 2014 barbell apparel was formed on the back of highly successful kick starter campaign and started to build inventory and developed a website to sell the products to customers. Within the first 45 days they sold 8,000 pairs of jeans at an selling price of $150. This high end price has not deterred sales, but rather sales have continued to grow to nearly $1m in their first year. The entrepreneur knew they had a business and knew they could expand into retail and applied to appear on shark tank, to bring on an investor and make the move into retail. They appeared on the show in 2016, but were unsuccessful, with some sharks expressing concern that the market might be too small to sustain the rapid growth in sales. At present the company still sells jeans on line only. It has added other clothes to their range and sales continue to grow.

questions

1-Describe how their distribution strategy could change over time as they move through the product life cycle?

2- How will their price change as they go through the product life cycle?