Madewell’s target demographic is fashion-focused middle to upper-class Millennial and Gen Z women aged 25-40
Madewell prioritizes sustainable cotton, using organic, recycled, and Better Cotton
Madewell’s core values center around quality, sustainability, inclusivity, and community. They focus on creating timeless, well-made clothing, particularly denim, while also prioritizing responsible sourcing and ethical practices.
Madewell’s aesthetic is classic but elevated pieces that are chic, simple, comfortable, and well-made. It is characterized by an effortless, authentic, and versatile style focusing on high-quality denim, foundational wardrobe pieces, and a cool and unfussy vibe.

All these characteristics make Madewell a strong candidate for an added collegiate collection geared toward an older SEC consumer. The clothing is fashionable but appropriate for an older consumer. Madewell is already known for using cotton as one of their main materials along with sustainable sourcing practices. The target demographic is already aware of the brand and it is popular among southern women. The brand has room for expansion in the male market which can be done through this collegiate collection to help appeal to the SEC male.

Parent Company

Vision & Mission

Mission: The Madewell x SEC U.S.-Grown Cotton Capsule is designed to blend timeless style with authentic school pride. Our mission is to offer SEC fans, alumni, and families elevated wardrobe staples crafted from responsibly sourced, U.S.-grown cotton pieces that celebrate tradition while embracing modern sustainability.
Purpose of the Capsule Collection
- This capsule celebrates the deep-rooted traditions, community spirit, and loyalty that define SEC culture. By partnering with Madewell, the line reimagines collegiate apparel into something more elevated, where school spirit meets modern style. Using U.S.-grown cotton highlights a commitment to quality, sustainability, and American heritage, connecting consumers’ pride in their schools with pride in supporting American agriculture.
- Traditional collegiate merchandise often feels casual, trend-driven, or disposable. It also often feels more appropriate for a college-age consumer than an older adult. This capsule fills the gap for stylish, versatile SEC apparel that alumni and parents actually want to wear in daily life, not just at the stadium. The collection offers timeless wardrobe staples (elevated tees, button-downs, lightweight knits, and tailored denim) that seamlessly blend school spirit with Madewell’s polished aesthetic.

Target Market

Age Range: 35–50 years old
Characteristics: Stylish parents of SEC students, alumni, and loyal SEC fans. They are fashion-conscious but value practicality, community-driven, and deeply connected to SEC traditions.
Target Consumer Definition:
This consumer group is made up of SEC alumni and parents who want to represent their school pride in a way that feels elevated, timeless, and stylish and goes beyond the typical game-day tee. They already recognize and shop Madewell for its reputation of effortless, versatile fashion and sustainable practices. These consumers are looking for SEC merchandise that reflects their lifestyle: elevated, casual, and polished, with pieces that last season after season.
Lifestyle Traits, Media Habits, and Values:
- Lifestyle Traits: They balance busy careers with family life, traveling often for games, alumni events, and weekend trips. They enjoy casual but sophisticated wardrobes that work for everything from tailgates to brunches and casual Fridays.
- Media Habits: Active on Instagram, Pinterest, and Facebook; they follow SEC athletics, lifestyle influencers, and fashion-forward but relatable brands like J.Crew, Anthropologie, and of course Madewell. They consume both traditional sports media (SEC Network, ESPN) and lifestyle/fashion content.
- Values: Loyalty (to their team, family, and community), authenticity, and a desire for fashion that’s stylish but not over-the-top. They place value on sustainability, quality, and American-made products which aligns perfectly with Madewell’s use of responsibly sourced materials.
- Buying Behavior: They are willing to invest in clothing that combines function and fashion. While they purchase fan gear, they prefer pieces that don’t scream “merch” but can transition into their everyday wardrobe. They gravitate toward capsule wardrobes, elevated basics, and versatile pieces that last.
Justification for a U.S.-Grown Cotton Capsule Collection with Madewell:
This market craves SEC apparel that looks as polished and versatile as the rest of their wardrobe. A Madewell collaboration signals elevated style, quality fabrics, and sustainable sourcing—giving them SEC pride without sacrificing sophistication. U.S.-grown cotton adds an authentic, values-driven appeal: breathable and comfortable for Southern climates, durable for everyday wear, and tied to supporting American agriculture. By merging Madewell’s modern, timeless aesthetic with SEC branding, this capsule collection answers the need for stylish merch that alumni and parents are actually excited to wear, not just on game days, but in their everyday lives.

Collection Overview/ Inspiration

Location

Houston, Texas

Houston is a vibrant metro area filled with alumni and supporters of both Texas A&M and UT. This dual SEC presence means the pop-up would resonate with a broad and passionate audience, united by regional pride and collegiate loyalty.
As of 2021, approximately 34.7% of Houstonians aged 25+ held a bachelor’s degree or higher
In especially affluent enclaves like West University Place, median household income exceeds $200,000, and 85% of adults hold a bachelor’s degree
Houston ranks 10th most expensive U.S. city for clothing purchases, with a typical trio of wardrobe staples costing about 2.5% of median monthly household income
Shoppers here seek quality and uniqueness; there’s a trend toward streamlined, versatile pieces that reflect enduring style and craftsmanship
Iconic destinations like The Galleria and River Oaks District house premium retail brands and high-foot-traffic environments, ideal for a pop-up that wants to blend style with brand discovery. These venues reflect a fashion-conscious clientele already open to premium collaborations and capsule-style offerings.
Houston is emerging as both an economic and cultural powerhouse
Higher-income consumers in Houston are shown to adopt a wide variety of brands and styles, a favorable indicator for niche, elevated collections

Trend Integration

Consumer Trend: Conscious Consumption- Consumers are seeking ethically sourced fabrics, sustainable production, and long-lasting wardrobe staples, which makes U.S.-grown cotton the perfect foundation.
Product Design: Inspired by SEC tailgating culture, the capsule offers versatile tees, button-downs, and knits that work beyond game day. Madewell’s elevated basics ensure style with staying power.
Materials & Construction: Crafted from 100% U.S.-grown cotton, the pieces highlight quality, durability, and sustainability with transparent labeling that connects consumers to American farmers.

Summary

The Madewell x SEC U.S.-Grown Cotton Capsule is a collaborative collection that blends Madewell’s effortless, elevated style with the pride and tradition of SEC culture. Designed for stylish SEC alumni and parents ages 35–50, the line reimagines collegiate merchandise into timeless wardrobe staples that go beyond game day. Crafted from 100% U.S.-grown cotton, the collection includes versatile pieces such as elevated tees, lightweight button-downs, and polished knits that reflect both comfort and sustainability while celebrating authentic school spirit. Marketing will emphasize both fashion and values, with storytelling around American cotton farmers and the durability of U.S.-grown fabrics. Retail strategy centers on a Houston launch, chosen for its strong SEC fan base, existing Madewell presence, and fashion-forward consumer demographic.