Shrimps Brand Extension

SHRIMPS

BRAND EXTENSION
PROJECT

TA B L E
OF
CON-
TENTS

Team Bios.Prices.
Placements.
4 AbouttheBrand.

6 16CompanyOverview.
7 20ConsumerProfile.

8 22OurBrain-Child.
11 SWOTAnalysis& Promotions.
People.
12 26CompetitorResearch.
14 Products.

BiograTpheaiems

Amy Kulp

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
notch samples for her clients. Amy works as our Sr. Product Developer, and
when she’s not working on the next hit product, she can usually be found
playing with her cat, Mimi.

Mia Gutierrez

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
as our Sr. Communications Manager, and when she’s not zipping around town
or enjoying some signature seafood, she can be found enjoying a day out on
the town with her bassett hound, Henry.

Lydia Dizon

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
given. Lydia works as our Creative Director, and when she’s not spending
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
unique ideology, Leigh Anne strives for the perfect blend of innovation and
creativity in all of her work. Leigh Anne works as our Sr. Visual Merchandising
Manager, and typically can be seen spending some quality time with her two
cats, Prue and Oliver.

Mia Pizzaro

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
our Sr. Digital Marketing Manager, and when she’s not discovering the next
latest trend, she usually can be seen frolicking around town with her pitbull,
C h a u n c e y.

s hArboi mutp s

celebritiesLoved and worn by countless British
.

(Above: Alexa Chung)
(Left: Poppy Delevingne)

83.7k Instagram followers. Sold in luxury

retail stores such as
Selfridges, Bergdorf

Goodman,
and Net-a-Porter.

Founder, Hannah Weiland

2013Weiland created the brand in
.

LoBnasedd ion n.

Weiland loves

Arttextiles and
history.

veganProducts are made with
fabrics.

CONSUMER

RESEARCH IBSDUTDAYILNNE&VDTOWOOLHUVHAETTI DGFIHRITNO’ISNTMHCMTEOAHMDAEEER .

OLD) WITH M O F. . .
T WHA T THE Y D
YRS. O CROWD
AND 30 ABOU LO VES T T WORL
CARE
WOMEN (18

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,

and immediately started
working as a freelance

blogger. Gemma is a
devoted vegan, with a love

for all things quirky and
unique. She has always
had a passion for art and
photography, and frequently

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.

aTshsei g n m e n t

...requires a group of students • a definition of the target
to identify the opportunity for customer

creating a brand extension • identification of key competitors
• a product assortment plan
for an existing fashion brand or • a marketing strategy for
designer. The brand extension
employing on ground
should provide a comprehensive • online resources for reaching
strategy for introducing the brand
customers and gaining
or designer to a new market marketshare
segment, as well as:

b r a i n - cohui lrd

...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.



C oAmnpaelytistiisve

Quality

Price

Meow.
I hesahrrdimtphehreerew?ould be

PRODUCT With our new product launch we

se v e ra lwill be introducing
different tech accessories.

This includes three styles of

cell phone cases, two different

laptop cases, and two styles

of iPad cases. Many of the

accessories are covered

in faux fur featuring

various patterns.

Each of the accessories

are based off of existing textile

designs by Shrimps, but they

all come with their

own personality.



PRICE

I’ll take one (left to right)
of each, plz.
Jackie Fuzzy Phone Case

90 Pounds // 112 Dollars

Alan Embroidery Phone Case

90 Pounds // 112 Dollars

Dory Faux Shearling Phone Case

90 Pounds // 112 Dollars

(top to bottom, left to right)

McGruff Mascot iPad Case

(Green or Pink)

150 Pounds // 112 Dollars

Faux Pearl Laptop Case

250 Pounds // 309 Dollars

Striped Faux Fur Laptop Case

190 Pounds // 236 Dollars

PLACEMENT



OUR PRODUCTS ON
SHRIMPS’ WEBSITE.

HTTP://SHRIMPS.CO.UK/

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 shoPpoaptup shop at Pop up shopPaotp up shop at
ouwroiwlunlierblwlenbwteeeawcwoiwhtuitialaenrlcicgwtbnhc.oie.eien.uslawslwgrocb.racnt.ei.eeeiescwtswsihaontriaegticiec.nh.sc.gea.s.cs.ocersiseosries

+c4u4sF(t0oo)mlTl2ohBe0were7csTuat4ersW3aeo4m@ins0sha9shteo4rsSc5imihaMrplioFsm.nacpco-se.ubFkorioc+BTF: kuo9h4esals4elTttmooT(wWw0me-i)atiue5tms2erpsh0rcmeo7aasIntrn4eSs3s@hto4arscghi0imra9rali4pmmF5sapMcTsBeu.ocebTmonshot.beou-FWlkkTroFeilrcslTaoihu:+mwwes94tsiaoa4utmttmse(S0oreh-)nrrIc52insam0pors7mectpa@i4sag3slr4hFara0mic9me4bpT5osuM.ocmkoob.nuTlkr-BweFistrTttiehW:re9iTsaIhemnFaesmsot-lalao5gtwprSacmhuumrssit+omon4Tmp4usseo(mr0cc)[email protected] Instagram Tumblr
Fri: 9am - 5pm

PEOPLE

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.