Ariat International

3242 Whipple Rd.

Union City, CA 94587
(510) 477- 7000

Product Brochure
January 27, 2017

The Name:

The name Ariat came from the second part of Secretariat - the name of a world
famous Thoroughbred racehorse. This horse was known for becoming the first Triple
Crown winner in over 25 years in 1973. Recognized as one of the most famous
racing horses in history, Secretariat later became the star of several documentaries,
books, and even full feature films.

Logo:
Ariats logo is a design based off of a traditional cowboy brand used on cattle. There
are three horseshoes intertwined. Co-founder Beth Cross based the logo off of the
brand which was used on her familys farm growing up. Her ultimate goal was to
create the biggest Equestrian Label internationally. Today, this logo is recognized
and worn by millions of people, including professional ropers, barrel racers, and bull
riders.

Slogans(s):

Labor of Love

Built tough, built comfortable

Equip Your Feet

Buying Motives/Incentives
Ariat offers high quality and high fashion boots designed for Western and English
riders. Their label is also recognized for their sales of apparel and denim.
Professional riders and farmers alike where this brand for its versatility,
comfortability, and reliability.

Other incentives to buy include:

-Warranty Registration: Available on Ariat items, guarantees quality of the

product and offers replacements or repairs for damaged items.

-Ariat Buyers Points: Upon signing up as a website member you earn points, and
from then on you can earn points on every purchase you make - these points can
then be exchanged for discounts or free items.

-Convenience: Ariat Boots are easily found online or in stores! Theyre

distributed/available from their personal website and Amazon and sold in stores
such as Boot Barn, Rowells Saddlery, Nordstrom, Sheplers, Dicks Sporting
Goods, and other outdoor/recreational suppliers. Plus, all shipping is free on
boots!

Luxury/Pride in Brand: Ariat Boots are famously worn by celebrity bull riders,
country singers, and Rodeo Stars. Our customers have great pride in wearing our
boots and logo apparel. Our boots are endorsed by Jackie Hobbes, Taos Murphy,
Trevor Brazile, and Hannah Selleck.

Variety: We offer boots in all different shapes, styles, colors, and sizes! We have
Mens, Womens, and Childrens lines to select from. We pride ourselves in our
500,000 pairs and 1,200 style selection. We have boots for both English and
Western riders, as well as boots for the high fashion cowgirl.

Our Target Market/Customer Profile

Our buyers range from competitive English riders to Western leisure riders. Because
we have such a wide network of buyers and sellers, our Customer Profile ranges
through the genders and ages.

Demographics/Geographics: Our demographic often aligns with the U.S. Equine

Population - the more horses there are, the more riders there are. The states with
the most horses are Texas, California, Kansas, Kentucky, Oklahoma, and Florida.
Texas leads with a population of almost 1 million horses. Our products are also more
likely to be successfully sold in areas in good economic standing, making Texas and
California our top selling locations. However, we do sell internationally to countries
like Italy, Ireland, and Germany.

Technology Reach: Because we live in the modern world of internet and social
media use, we target many of our customers online. We advertise online through
various recreational companies like Bass Pro Shop and other sites such as Country
Music Radio Stations and the Professional Rodeo Website. The Ariat Facebook page
has 630k likes, 200k followers on Instagram, and 35k followers on Twitter.
Target Groups: In our effort to reach out to the public and our prospective
buyers, we host booths and events through groups such as the Interscholastic
Equestrian Association (ages 11-17), the Intercollegiate Horse Show Association
(18-25), and The Professional Rodeo Cowboys Association (18+). Collaborating with
these groups gives us an upper hand to making relationships and establishing a
sense of loyalty from our customers.

Product Development and Technology

Ariat prides itself in being the first to innovate athletic shoe technology into the
equestrian world. Operating in the US, Australia, and Europe we used top footwear
engineers and designers to redesign the outsoles and traditional shape/fit of
equestrian boots. Once clunky, uncomfortable boots were turned into comfortable,
versatile use boots. We have several patented shoe designs such as the following.
Other patents not included in this brochure include ATS Max, Composite Toe,
Goretex, Toughstock Leather, Grip Strap, Goose Down Insulation, Clarino, Flame-
Resistant Denim, and more.

Ariats product development solves the problem of uncomfortable working foot-ware

and provides durability for those who are hard on their shoes. Theyre a durable,
long term, comfortable solution.

4LR: Our 4 layer rebound soles and lightweight and provide superior comfortability

for our wearers.

Cobalt and Skydex: Gel molded heels designed to absorb heel impact stretch,
maintain balance, and reduce muscle/skeletal injury and fatigue.
Duratred and Everlon: Soles designed with waterproof, ultra-flexible, exclusive

rubber to outlast traditional rubber and resist common barnyard oils/acids.

Product Life Cycle

Maturity:

Ariat has been in the maturity stage of the PLC for several years now. Theyre up
against competitors such as Justin Boots, Dehner Boots, Laredos, and Stetsons. In
order to overcome the market competition, Ariat focuses on promoting new
technologies and styles through advertisements and athlete sponsorships. Weve
established customer loyalty, so we continue to draw in new patrons by offering
optimal comfort at a reasonable price. We hold many sales and have special offers
through several of our retailers - sometimes you can even get our boots for over
40% off.

As new competitors establish themselves, their biggest challenge is creating a

reputation for their name. While local equestrian shops have a chance at being
successful, its hard to compete with an international brand name like Ariat. We
continue to access more retailers and spread our reach in European countries.

Product Positioning
Ariats retail displays are designed by Concept Designs, a business based out of Palo
Alto, CA. Ariat establishes their presence in stores with their display benches and
work boot tower displays. Their other stands and displays for clothing and boots is
made primarily from wood, and has metal punched logo shelving. These designs
and materials attract our target market and show our branding power.

Place Strategy
Local In-Store Retailers: Rowells Saddlery, Dover Saddlery, Vista Madera, Scotts
Shoes

National In-Store Retailers: Nordstrom, Country Outfitter, Boot Barn, Sierra Trading
Post, Sheplers, Bass Pro Shop, Cabelas

Online Retailers: Amazon, Langstons, Cavenders, Shoecarnival, Nushoe, Zappos

International Locations: Australia, New Zealand, Malaysia, Hong Kong, Canada,
Philippines