BRAND EXTENSION PROJECT
TA B L E OF CONTENTS
46 16 20 7811 22 26 1214 Team Bios.
About the Brand.
Consumer Profile. Our Brain-Child.
SWOT Analysis & Competitor Research.
Amy is a junior Fashion Marketing and Management student with a heart for c l a s s i c t h e a t r e a n d a l l t h i n g s p i n k . Ta p p i n g i n t o h e r c r e a t i v e b a c k g r o u n d a n d passion for perfection, Amy strives to provide clean, sophisticated, and top n o t c h s a m p l e s f o r h e r c l i e n t s . A m y w o r k s a s o u r S r. P r o d u c t D e v e l o p e r, a n d when she’s not working on the next hit product, she can usually be found playing with her cat, Mimi.
Mia is a Junior Fashion Marketing and Management student, with a love of crab legs and speeding. Sporting a rad moped and a sweet sense of style, Mia takes on any challenge that’s thrown at her with a pinch of pizzazz. Mia works a s o u r S r. C o m m u n i c a t i o n s M a n a g e r, a n d w h e n s h e ’s n o t z i p p i n g a r o u n d t o w n or enjoying some signature seafood, she can be found enjoying a day out on t h e t o w n w i t h h e r b a s s e t t h o u n d , H e n r y.
Lydia is a junior Fashion Marketing and Management student with a passion for good sushi and fine wine. Using her quick thinking and innovative approaches, Lydia aims to go above and beyond every assignment she is g i v e n . Ly d i a w o r k s a s o u r C r e a t i v e D i r e c t o r, a n d w h e n s h e ’s n o t s p e n d i n g a night out on the town, she does the next best thing; which is watching Seinfeld re-runs with her rabbit, Pablo.
Leigh Anne Greenberg
Leigh Anne is a sophomore Fashion Marketing and Management student who enjoys Sailor Moon and anything to do with True Crime. With a sharp wit and u n i q u e i d e o l o g y, L e i g h A n n e s t r i v e s f o r t h e p e r f e c t b l e n d o f i n n o v a t i o n a n d c r e a t i v i t y i n a l l o f h e r w o r k . L e i g h A n n e w o r k s a s o u r S r. Vi s u a l M e r c h a n d i s i n g M a n a g e r, a n d t y p i c a l l y c a n b e s e e n s p e n d i n g s o m e q u a l i t y t i m e w i t h h e r t w o c a t s , P r u e a n d O l i v e r.
Mia is a junior Fashion student who loves the color pink and anything Japanese. Mia’s captivating charm and eclectic style makes for the perfect mix of uniqueness and illusion for everything she designs. Mia works as o u r S r. D i g i t a l M a r k e t i n g M a n a g e r, a n d w h e n s h e ’s n o t d i s c o v e r i n g t h e n e x t latest trend, she usually can be seen frolicking around town with her pitbull, C h a u n c e y.
A b ou t
shri m p s
Weiland created the brand in
Loved and worn by countless British
London. (Above: Alexa Chung) (Left: Poppy Delevingne)
83.7k Instagram followers.
Sold in retail stores such as Selfridges, Bergdorf Goodman, and Net-a-Porter.
Weiland loves textiles and
Art history. Products are made with
Meet Gemma! Gemma is a 27-year-old
creative working as Editor in Chief for an up and coming lifestyle magazine. She graduated from NYU with a degree in Journalism,
F. O DE O A T M LE S â€™ D D. T D I I W M AT RO H H C T W WI & HE ) T Y D D. U M L L B RO . O OR Y F S E W R T TH UT R O 0 Y T A 3 HA D ND HE W N T A A N ST UT 18 O D I O ( B T E S LV EN E A E O M R V WO LO INV CA H G I H
and immediately started working as a freelance b l o g g e r. G e m m a i s a devoted vegan, with a love for all things quirky and unique. She has always had a passion for art and p h o t o g r a p h y, a n d f r e q u e n t l y finds herself roaming through museums and attending Off Broadway theatre productions to find inspiration for her brand. When it comes to fashion, she often takes risks and experiments with her style. Bold colors, prints, and a variety of different textiles fill her closet, and she is never afraid to make a statement. She lives on the Upper East Side in a loft apartment with her hedgehog, Pete.
T h e assignment ...requires a group of students to identify the opportunity for
creating a brand extension
for an existing fashion brand or d e s i g n e r. T h e b r a n d e x t e n s i o n should provide a comprehensive strategy for introducing the brand or designer to a new market segment, as well as:
• a definition of the target customer • identification of key competitors • a product assortment plan • a marketing strategy for employing on ground • online resources for reaching customers and gaining marketshare
o u r brain-child ...is a new tech accessory line for Shrimps. We applied the signature faux furs and characters to the emerging trend of fashionable gadget accessories. Our line of products includes several iPhone cases, two laptop cases, and two iPad cases all styled with the “Shrimps” aesthetic. We believe that there is a strong market for this brand extension. Please read further to learn more about how our textile orientated accessories would be a valuable addition to the brand, Shrimps.
Competitive A n a ly s i s Quality
I heard there w shrimp ould be here?
W i th our new product l aunch w e w i l l be i ntroduci ng
d i f feren t tech accessori es. Thi s i ncl udes three styl es of cel l phone cases, tw o di fferent l aptop cases, and tw o styl es
of i P ad cases. Many of the accessori es are covered in
f a u x f u r featuri ng vari ous patterns.
E ach of the accessori es are based off of exi sti ng texti l e desi gns by S hri mps, but they al l come w i th thei r ow n
per son ali ty .
(top to bottom, left to right)
McGruff Mascot iPad Case (Green or Pink) 1 5 0 P o u n d s / / 11 2 D o l l a r s
Faux Pearl Laptop Case 250 Pounds // 309 Dollars
Striped Faux Fur Laptop Case 190 Pounds // 236 Dollars
(left to right)
Jackie Fuzzy Phone Case
Iâ€™ll take one of each, plz.
9 0 P o u n d s / / 11 2 D o l l a r s
Alan Embroidery Phone Case
9 0 P o u n d s / / 11 2 D o l l a r s
Dory Faux Shearling Phone Case
9 0 P o u n d s / / 11 2 D o l l a r s
OUR PRODUCTS ON SHRIMPSâ€™ WEBSITE.
Shrimp’s products are sold from online retailers and over 46 shops worldwide. Some of these shops include Selfridges, Bergdorf Goodman, Nordstrom, and Opening Ceremony. The tech. accessory brand extension would be listed solely on the Shrimps homepage for a delegated period of time to maintain the air of exclusivity the brand has. It is important for our consumers to know that this product is authentically “Shrimps”. Images of the tech accessories will be on the landing page of Shrimps.co.uk with links leading the customer to our new products page.
Because our tech accessories for Shrimps are very textile orientated, we want customers to be able to feel the quality of the products in an environment that is curated to match the aesthetic of the brand. This environment will most likely be located within the Topshop on Oxford Street in London. Topshop is the ideal place for the pop-up shop for several different reasons. First, Shrimps has already help a 10-day pop-up shop in a Topshop. Second, Topshop attracts consumers that are interested in the kind of aesthetic Shrimps has because it carries brands with parallel aesthetics.
PROMOTION Promotion for the new tech accessories will similar to how the brand already handles promotion. They do not place advertisements anywhere, but they run an Instagram and blog. Most of the new product announcements and promotion are located in these digital formats. To promote the new products, we will be having a photoshoot featuring girls in our newest collection holding/using the new tech accessories. The photoshoot will be focused on the accessories, because we want the customer who sees these images to see themselves in the Gustav jacket with the matching phone case. These images will be featured on the Shrimps homepage, Instagram, and blog. In addition to the online promotion, we will open a pop-up shop inside the Topshop, London which already houses products from the Shrimps brand. The pop-up shop will be curated in the Shrimps aesthetic with a section towards the back of the shop with the new tech accessories. The shop will display large format images from the photoshoot next to featured clothing items. The pop-up shop will be advertised through email blasts to newsletter subscribers of Shrimps and in Topshop email blasts.
Pop up shop at
Topshop @ 214 Oxford Street Oxford Circus West End London., UK
Best Wishes The Team at Shrimps
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+44 (0) 207 434 0945
Mon - Fri: 9am - 5pm
Lily-Rose Depp is the chosen brand ambassador for Shrimps. We feel that Lily-Rose encompasses the very essence of Shrimps. She is young, beautiful, takes fashion risks, and is internationally established. She is an already very successful model, currently she is the face of Chanel. Lily-Rose is a rising actress as well, starring alongside Natalie Portman in the French-Belgian film Planetarium. Due to her young age (17) and already up and coming career, we feel that she will be able to reach many girls and women across the globe.
Not to mention she has a MASSIVE social media following on her insta. Thus furthering her impact on millenials and the generation to come.