Ahoy, baby! Vineyard Vines gets whale-y cute
Vineyard Vines is an American clothing and lifestyle brand that was founded in 1998 by brothers Shep and Ian Murray. The company is known for its preppy and casual style, featuring clothing and accessories with a distinctive whale logo. Vineyard Vines originally started by selling ties with whimsical designs, and it has since expanded its product line to include a wide range of apparel for men, women, and children.Vineyard vines is going into a new market segment of infant wear. This section is unexplored by the brand and such a huge market scope attracted vineyard vines. The exclusive collection of infant wear will consist of colorful pallette and playful colors to attract infants. This extension will give Vineyard Vines an edge over its competitors.The aim for this extension will be to increase the brand presence thus increasing brand loyalty. It will also enable the brand to generate more revenue.
About Project
Executive Summary
Client:
Duration:
Vineyard Vines
10 Weeks
Topic:
Brand Extension
Role:
Project Lead
Team:
3 People
Secondary Research
The project involved developing a new shop extension, specifically for Vineyard Vines infant wear, to be piloted at the Savannah storefront. This entailed a comprehensive analysis of Vineyard Vines, including research into product categories, peer comparisons, competitive pricing analysis, market positioning, and white space identification. We also developed a brand identity prism and explored the 4Ps of marketing to inform our strategy.
Strategy
Following our initial research, our next steps involved defining the target audience, understanding the demographics of Savannah, and identifying revenue streams. This included strategies for media utilization, store design and merchandising, launch planning, and outlining key deliverables.
Retrospect
The project culminated in the definition of our marketing mix, the development of a place strategy, and the implementation of our strategic plan for consumer engagement. We gained valuable insights into market segmentation and the key drivers influencing consumer behavior within this market.