DLSU Senior High School Research Congress Conference Proceedings
Document Type
Business Concept
Research Advisor (Last Name, First Name, Middle Initial)
Balite, Aldrin C.
Abstract/Executive Summary
In The Hood, founded in July 2024, is an outdoor apparel brand offering sustainable, functional, stylish, and affordable wear suited for the Philippines’ wet and dry climate. It is a sole proprietorship owned by Ms. Juliana Monta, assisted by a management team composed of Mr. Arvie Alignay as head of operations, Mr. Adrian Mariano as head of marketing, Mr. Jaerus Panganiban as head of finance, and Ms. Chloe Llamas as head of human resources. The management executives contribute specialized expertise based on their functional areas, enabling effective organizational oversight and decision-making. Operating within the highly saturated outdoor apparel market, In The Hood relies on product innovation to successfully penetrate and capture market share. The brand targets young, active Millennial and Generation Z consumers, adopting the slogan, “Redefine Your Everyday.” Furthermore, the brand leverages digital marketing strategies such as social media and influencer marketing. Hence, In The Hood maintains a presence on Instagram and TikTok platforms to engage and communicate with consumers. The brand commenced operations with an initial ₱7,000.00 investment, equally contributed by the owner and the current management heads. As of July 2025, it holds an increased ₱25,490.00 capital, which will finance future initiatives such as product diversification and business expansion. The owner and brand management will obtain investment returns from the proportional disbursement of net profits from In The Hood’s sales activities. Through these endeavors, In The Hood aspires to establish itself as a leading Filipino brand in the outdoor apparel industry.
Keywords
In The Hood; detachable hood; jacket; recycled polyethylene terephthalate; sustainability