Retail Brand Extension
Brand Extension
Brand Extension In the past, Target Corporation has partnered with many already successful designers. Jason Wu, Missoni, Yves Saint Laurent, and Zac Posen are just a few examples of the designers chosen for these profitable partnerships. Target Corporation is known for partnering with popular designers to create items that are not only affordable but also quite innovative. Each time that Target releases a new partnership line, fashionists rush to their nearest Target store to get their hands on an item that has been touched by their favorite designer. Target has shown that this strategy can create a tremendous buzz. For our line extension, we have chosen to have out line sold at Target Corporations nationwide. Target has had much experience with collaborations, making this an easy extension. Our planned products would be sold best at a retailer, like Target, that attracts the multi-channel shopper. Because there are so many Target stores nationwide, we are confident that out product would be able to reach the masses. Tory Burch is an iconic American designer known for her classic shapes and preppy style. Her desirable designs have made her a well-known figure throughout the American household. American movies and TV shows have included Tory Burch within their style repertoire helping to make Tory Burch a status brand. Her timeless designs have helped to create a brand that will forever feed the American woman from a young age to an old. We see no better designer than Tory Burch to partner with the Target Corporation. Our plan is to create a line of shoes and accessories that will transfer the iconic preppy-chic vibe that Tory Burch has made so popular into the dearly loved Target Corporation. Our brand strategy will consist of creating an extension without a sub-brand. The line will be called Tory Burch for Target. Tory Burch will design several items that will then be manufactured and exclusively sold by Target
Brand Extension In the past, Target Corporation has partnered with many already successful designers. Jason Wu, Missoni, Yves Saint Laurent, and Zac Posen are just a few examples of the designers chosen for these profitable partnerships. Target Corporation is known for partnering with popular designers to create items that are not only affordable but also quite innovative. Each time that Target releases a new partnership line, fashionists rush to their nearest Target store to get their hands on an item that has been touched by their favorite designer. Target has shown that this strategy can create a tremendous buzz. For our line extension, we have chosen to have out line sold at Target Corporations nationwide. Target has had much experience with collaborations, making this an easy extension. Our planned products would be sold best at a retailer, like Target, that attracts the multi-channel shopper. Because there are so many Target stores nationwide, we are confident that out product would be able to reach the masses. Tory Burch is an iconic American designer known for her classic shapes and preppy style. Her desirable designs have made her a well-known figure throughout the American household. American movies and TV shows have included Tory Burch within their style repertoire helping to make Tory Burch a status brand. Her timeless designs have helped to create a brand that will forever feed the American woman from a young age to an old. We see no better designer than Tory Burch to partner with the Target Corporation. Our plan is to create a line of shoes and accessories that will transfer the iconic preppy-chic vibe that Tory Burch has made so popular into the dearly loved Target Corporation. Our brand strategy will consist of creating an extension without a sub-brand. The line will be called Tory Burch for Target. Tory Burch will design several items that will then be manufactured and exclusively sold by Target
References: Krotz, J. (n.d.). If You Want To Sell Online. Fox Business. Sprung, T. (n.d.). Brand Papers. Retrieved from Brand Channel website: http://www.brandchannel.com/papers_review.asp?sp_id=1222 Tauber, E. M. (Ed.). (2012). Brand Extension Research. Retrieved from http://www.brandextension.org/