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y. by ye

Yeezy, LLC

YEEZY Brand Extension

Ana Marino Andrea Benzo Gramcko Professor Meloney Moore

LXFM 772: Final Project


TAB L E OF C O NT E NTS

1. Brand Overview 2. The Strategy 3. Market 4. Competitive Landscape 5. Target Consumer 6. Product & Campaign Concept 7. Retail Space 8. Product Packaging 9. Marketing Strategy 10. Marketing Assets

LXFM 772: Final Project


BRAND OVERVIEW

LXFM 772: Final Project


BRAND OVERVIEW

y. by ye

Yeezy is an apparel and shoes brand founded by Kanye West in 2015. Kanye West claims on his Instagram account that his brand is one of the fastest growing in the country, and that by the end of 2018 it was going to hit the billion dollar mark in revenues.

LXFM 772: Final Project


STRATEGY

LXFM 772: Final Project


OBJECTIVE Increase brand awareness and brand loyalty of Kanye West’s Brand Yeezy through a brand extension Y YE: Grooming line and a fragrance for men.

y. by ye LXFM 772: Final Project


STRATEGY Kanye West will design a travel pop-up shop that will visit the top urban cities across the country

OBJECTIVE Increase brand awareness and brand loyalty of Kanye West’s Brand Yeezy through a brand extension Y YE: Grooming line and a fragrance for men.

Miami Chicago Atlanta LA New York. The travel pop-up shop will offer grooming services and entertainment with top technology. In the pop-up consumers will be able to purchase the products.

y. by ye LXFM 772: Final Project


THE MARKET

LXFM 772: Final Project


The U.S beauty market was valued at 80 billion dollars in 2017, Leading country in the world, followed by China: 50.8 billion dollars (Statista).

The men’s beauty market is growing. (Statista) 2019: 2024:

22.84 billion dollars. 29.14 billion dollars. y. by ye

MARKET OVERVIEW

US BEAUTY MARKET

Market opportunity for new beauty products targeting men.

MEN’S BEAUTY MARKET

LXFM 772: Final Project


MARKET OVERVIEW MEN’S FRAGRANCES In 2017, the North American premium men’s fragrance market was valued at approximately

1.98 billion U.S. dollars. (Statista).

LXFM 772: Final Project


MARKET OVERVIEW MEN’S PERSONAL CARE The men’s personal care market is projected to grow to

166 billion U.S. dollars. by 2022 worldwide. (Statista).

LXFM 772: Final Project


10 MILLION US$

Expected revenue from the travel pop-up store

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LXFM 772: Final Project

CO LA M ND PE SC TIT AP IVE E


TOP COMPETITORS (Sneakers & Apparel)

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TOP COMPETITORS (Beauty Market)

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OUR TARGET CONSUMER

LXFM 772: Final Project


OUR TARGET CONSUMER AGE: 24-34 years old LOCATION: United States. Urban areas primarily. ETHNICITY: Hispanics and African Americans EDUCATION: College graduate (Bachelor’s and Master’s degree) INCOME: 85,000+

LXFM 772: Final Project


OUR TARGET CONSUMER INTERESTS: • Sports: Soccer & basketball • Social • He is family and friend driven. • He likes going out for drinks to night clubs and sports bars. He loves sharing his experiences on Instagram. SHOPPING HABITS: • He likes shopping for street style pieces • Wants to be in the know: new trends. • His favorite brands: Yeezy, Off-White, Gucci, Adidas, Nike, and Louis Vuitton. MUSIC: • Likes to listen to reggaeton artists: J Balvin, Maluma, and Bad Bunny. • He also likes hip hop artists like Kanye West, Kay-Z, and Drake. LXFM 772: Final Project


create consumer/profile/y/ye

OUR PERSONA

<name> </name>

Bruno Gonzalez

MEET BRUNO

<age> </age> <status> </status>

34 YO

<profession> </profession>

Complicated. Lives w/Partner Marketing Manager. Full time job.

<income> </income>

90-120k

<ethnicity> </ethnicity>

Half hispanic-half african american

<location> </location>

USA. Urban city LXFM 772: Final Project


PRODUCT & CAMPAIGN CONCEPT

LXFM 772: Final Project


PRODUCT HIERARCHY

STATED REAL UNSTATED

DELIGHT SECRET LXFM 772: Final Project


PRODUCT HIERARCHY

STATED

Retail Space.

REAL UNSTATED

DELIGHT SECRET LXFM 772: Final Project


PRODUCT HIERARCHY

STATED REAL

Retail Space.

Retail space for new Yeezy grooming line and fragrance.

UNSTATED

DELIGHT SECRET LXFM 772: Final Project


PRODUCT HIERARCHY

STATED

Retail Space.

REAL

Retail space for new Yeezy grooming line and fragrance.

UNSTATED

Retail space for new Yeezy grooming line and fragrance.

DELIGHT SECRET LXFM 772: Final Project


PRODUCT HIERARCHY

STATED

Retail Space.

REAL

Retail space for new Yeezy grooming line and fragrance.

UNSTATED

Retail space for new Yeezy grooming line and fragrance.

DELIGHT

It's Kanye Westâ&#x20AC;&#x2122;s new beauty line.

SECRET LXFM 772: Final Project


PRODUCT HIERARCHY

STATED

Retail Space.

REAL

Retail space for new Yeezy grooming line and fragrance.

UNSTATED

Retail space for new Yeezy grooming line and fragrance.

DELIGHT

It's Kanye West's new beauty line.

SECRET

FEELING LIKE YEEZUS. LXFM 772: Final Project


PRODUCT CONCEPT

WE KNOW That our consumer wants to feel like Yeezus.

IN ORDER TO Make our consumer develop an interest and buy Yeezyâ&#x20AC;&#x2122;s brand extension Y. By Ye

WE ARE GOING TO Create a traveling pop-up shop where our consumer will feel like the center of the experience. The pop-up shop will offer the Y by Ye grooming line and fragrance and grooming services. LXFM 772: Final Project


PRODUCT BREAKDOWN

EAU DE PARFUM Liquid. 3 Fl Oz. 220 US$

SHAVING CREAM Liquid. 4 Fl Oz. 45 US$

AFTER-SHAVING OIL Liquid. 1.5 Fl Oz. 35 US$

BEARD WAX Wax. 1 Fl Oz. 35 US$

ULTIMATE SHAVING BRUSH 70 US$

LXFM 772: Final Project


FORMULA DIRECTION

STRONG

CONFIDENT

FRESH

TOP: Citrus accent. MIDDLE: Spice accent. BASE: Woody accent. Y by YE, blends bold CEDAR woody ingredients, then it travels through strong spicy notes with BLACK PEPPER, to hit citrus BERGAMOT aromatic notes

LXFM 772: Final Project


FORMULA DIRECTION

Shaving Cream

Beard Wax

After Shave

LXFM 772: Final Project


CAMPAIGN CONCEPT

The only way is the YEEZY way

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RETAIL SPACE

- Our retail space is inspired in Kanye's love for art. - It includes AR techonology with smart mirrors allowing customers to try on hair and beard styles before geeting them done. - The design aligns with Yeezyâ&#x20AC;&#x2122;s brand aesthetics in terms of colors, minimalistic interior deisgn, and sleekness.

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BOLD SLEEK MINIMALISTIC LXFM 772: Final Project


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Each station will have a slowing rotating platform. The customer will be the center of the experience.

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PRIMARY PACKAGING

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The bottle designs are inspired by the architecture branch of YEEZY which has a bare aesthetic celebrating utilitarianism and brutalism.

UTILITARIANISM BRUTALISM

LXFM 772: Final Project


EAU DE PARFUM Liquid. 3 Fl Oz. 220 US$

AFTER-SHAVING OIL Liquid. 1.5 Fl Oz. 35 US$

BEARD WAX Wax. 1 Fl Oz. 35 US$

ULTIMATE SHAVING BRUSH 70 US$

SHAVING CREAM Liquid. 4 Fl Oz. 45 US$ LXFM 772: Final Project


NATURAL SPRAY PERFUME DISH MATTE GLASS

LXFM 772: Final Project


ACRYLIC HANDLE SYNTHETIC AND NATURAL BRISTLE BLEND

FOAMER PUMP PLASTIC CONTAINER

PLASTIC JAR. SCREW TOP CAP

TREATMENT PUMP PLASTIC CONTAINER LXFM 772: Final Project


SECONDARY PACKAGING

LXFM 772: Final Project


SHAVING CREAM Liquid. 4 Fl Oz. AFTER-SHAVING OIL 45 US$ Liquid. 1.5 Fl Oz. 35 US$

ULTIMATE SHAVING BRUSH 70 US$

EAU DE PARFUM Liquid. 3 Fl Oz. 220 US$

BEARD WAX Wax. 1 Fl Oz. 35 US$

LXFM 772: Final Project


LXFM 772: Final Project


LXFM 772: Final Project


MARKETING STRATEGY

LXFM 772: Final Project


MARKETING STRATEGY The scale of launch will remain exclusive to the pop-up shop, during the tour dates. Evaluation of the city with the best sales conversion rate: insight on where to establish the first official flagship. After the tour ends the products will become available for sale online.

LXFM 772: Final Project


LXFM 772: Final Project

VIRAL CONSUMER EXPERIENCE


VIRAL CONSUMER EXPERIENCE

CORE EXPERIENCE The Yeezy pop-up store will introduce a new way of grooming services with chairs that will be on top of a slow rotating platform. The shop will provide the consumer with a unique experience that will make them feel like the center of the service.

LXFM 772: Final Project


VIRAL CONSUMER EXPERIENCE

THEME

TYPE OF EXPERIENCE

Our target consumer likes to be the friend in the group the rest look up to. Having a rotating chair will make the consumer feel like the center of the experience, making him feel like it is all about him.

Our viral consumer experience will require customers to be actively immerse into Yeezyâ&#x20AC;&#x2122;s world.

STIMULI

EXPLOITABILITY

Kanye feels like the center of his universe. Out consumer will be visually and physically stimulated by the rotating chair.

Our consumers will be encouraged to share the rotating chair experience through social media, creating content generated by users. LXFM 772: Final Project


ATTRACT

ENGAGE

STRATEGY OVERVIEW

CONVERT LXFM 772: Final Project


OBJECTIVE:

ATTRACT

MESSAGE

Teaser Campaign: VIDEO

Introducing Campaign. “Yeezy has a new project and it is coming soon to your city”

Drive awareness and build buzz.

AUDIENCE :

ENGAGE

TACTICS

Primarily Yeezy Consumers (Kanye Followers) Millennial men (24-34 yo) located in major urban cities: Los Angeles, Chicago, New York City, Atlanta, Miami.

The usage of celebrities and influencers, such as Kim Kardashian, sharing the teaser on their social media accounts BTL: Outdoor ADS

CONVERT

Guerrilla Marketing

DESIRED OUTCOME: Create social media hype. LXFM 772: Final Project


OBJECTIVE:

ATTRACT

Primarily Yeezy Consumers (Kanye Followers) Millennial men (24-34 yo) located in major urban cities: Los Angeles, Chicago, New York City, Atlanta, Miami.

CONVERT

MESSAGE

To encourage plausible consumers to engage with social media campaign (teaser video) through celebrities and influencer content.

AUDIENCE :

ENGAGE

TACTICS

Paid Social Media in Los angeles, Chicago, New York City, Atlanta and Miami. Kanye spotted by paparazzis walking into barber shops with his crew.

Hype of the pop-up store through social media. “There is a store of Yeezy’s that offers grooming products and a barber shop experience”

DESIRED OUTCOME: Drive traffic to the pop-up store, and encourage social media sharing

LXFM 772: Final Project


OBJECTIVE:

ATTRACT

TACTICS

To bring into the pop-ups plausible consumers.

Paid Social Media

AUDIENCE :

ENGAGE

Primarily Yeezy Consumers (Kanye Followers) Millennial men (24-34 yo) located in major urban cities: Los Angeles, Chicago, New York City, Atlanta, Miami.

CONVERT

MESSAGE

Email - Newsletter (existent client’s data base) Unnanouced event in Pop-up store with Kanye’s appareance enjoying the service with his crew.

Visit the Pop-Store and Experience Yeezy products and barber shop services

DESIRED OUTCOME: Generate sales, user generated content LXFM 772: Final Project


LAUNCH CALENDAR

LXFM 772: Final Project


LA

PRE LAUNCH

CHICACO

NYC

LAUNCH

ATLANTA

MIAMI

POST LAUNCH

LXFM 772: Final Project


PRODUCT FOCUS

PRE LAUNCH

Teaser Campaign: Experience by Kanye

TARGET CONSUMER

Men, Millennial 24-34 yo Los Angeles, Chicago, New York City, Atlanta, Miami

MARKETING MOMENTS

Cinco de Mayo

LAUNCH

POST LAUNCH

DIGITAL LEVEL Build Awareness through guerilla marketing using celebrities instagrams to promote teaser video. PR: Press release Email marketing TARGET KPI Views: 7 million Min watched: +20 seconds IG engagement: 4% Media mentions: +20 Email marketing: CTR 2%, Open rate 20%

Pre-launch (2020) MAY

LXFM 772: Final Project


PRODUCT FOCUS

Pop-up store

PRE LAUNCH

LAUNCH

TARGET CONSUMER

Men, Millennial 24-34 yo

MARKETING MOMENTS

June: Soccer season (Champion League), Fatherâ&#x20AC;&#x2122;s day July/August: 4th of July September: NYFW, NFL season October/November: NBA Season, Thanksgiving, Black Friday December: Art Basel, Christmas DIGITAL LEVEL Engage/Convert. User generated content. Paid media. Influencers marketing to introduce viral consumer experience

POST LAUNCH

TARGET KPI Conversion Rate: Products 70%, Service 35% Stories views: 6.5 m IG engagement 2-4% IG mentions +30k Twitter Engagement: 1% Email marketing: CTR 2%, Open rate 20%

Launch (2020)

JUNE: LA JULY/AUGUST: CHICAGO SEPTEMBER: NYC OCTOBER/NOVEMBER: ATLANTA DECEMBER: MIAMI

LXFM 772: Final Project


PRE LAUNCH

PRODUCT FOCUS

Post-Launch Online Sales

TARGET CONSUMER

Men, Millennial 24-34 yo. USA

MARKETING MOMENTS

LAUNCH

POST LAUNCH

January: MLK February: Valentine’s day & Black History March: St. Patrick’s April: Earth Day, Easter DIGITAL LEVEL Engage/Generate expectations for announcement of next pop-up tour or retail store. PR: Post-experience reviews

Post- Launch (2020) JANUARY-APRIL

TARGET KPI Number of shares of the experience in different digital platforms: 300k , Media mentions: +20 Re-posts: +30k LXFM 772: Final Project


OBJETIVE: To target urban African American and Hispanic men in the United States STRATEGY: user generated content and paid social media to engage with target consumer, create brand awareness, and generate sales.

DIGITAL MARKETING LXFM 772: Final Project


INFLUENCERS/CELEBRITIES

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M A R K E T IN G A S S E TS


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O U T D O O R A DV E RT IS IN G


LXFM 772: Final Project


LXFM 772: Final Project


VIDEO CAMPAIGN

LXFM 772: Final Project


LXFM 772: Final Project


SPECIAL THANKS TO

Professor

Meloney Moore

Cinematographer

Grace Caroline Pickett

Models

Antoine Brandt CJay Cameron Mach Daniel Lotito Julian Wandero Holly Harrod

Location

Bell Barber Co Mimi Bell

LXFM 772: Final Project

Profile for Andrea Benzo Gramcko

Brand extension for YEEZY: Grooming line and Retail Space  

Brand extension for YEEZY: Grooming line and Retail Space  

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