Hailey Alexis Burdett

This showcase is a product of my final major project, which explores the opportunity for Glossier to expand into womenswear and merchandise through a collaborative apparel range with the WNBA. Building on their existing partnership, which began in 2020 and was renewed in 2024. With women’s sports on the rise and the licensed merchandise market projected to reach $42.3bn by 2028, Glossier holds a first-mover advantage in this space. Using primary and secondary research, the report identifies strong demand among Gen Z women for female-centric sports merchandise. The proposed U.S.-sourced range supports Glossier’s product development strategy and is forecasted to deliver significant ROI, while highlighting the mutual benefits of investing in women’s sports.