This capsule collection with parent brand Madewell will be successful in today’s market because of sustainability, quality, and a timeless design. The use of U.S.-grown cotton will be a strong selling point for the collection, as cotton is a long-lasting, sustainable, breathable, and natural fiber that many consumers prefer over synthetic alternatives. Southern consumers also appreciate a U.S.-made product and the support of local farmers and communities. The already known quality of Madewell will add credibility to the collection. These will be pieces made to last, which an older demographic will appreciate as they look less for trends and more for comfortable wearable pieces that will stand the test of time. The timeless, age-appropriate design will also be a strong selling point. These are pieces that are not just for gamedays but are appropriate to wear running errands, a lunch date, or even a casual day at work. This appeals to the older generation who look for versatile pieces that are able to be worn for more than just one event a year. A weakness that could hinder the campaign would be that consumers aged 40 to 50 think Madewell is too young or trendy for their age. This can be combatted by conscious designs that are appropriate for all ages, styling for an older generation in marketing and in-store, and the use of diverse models to show consumers the clothing on people that they can relate to. This will help them picture themselves wearing the pieces. A social media campaign highlighting women influencers ages 40 to 50 styling the pictures could also help ease any concern about the age appropriateness.