Essay About Brand Extensionpage And Benefits Of Brand Extension

Jeffrey Campbell Brand Extension Report
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[pic 1]Jeffrey Campbell Brand Extension ReportFD Fashion, Business and Promotion Keshia Wilson Date: 12/05/14Word Count: 2,488ContentsIntroduction
Jeffrey Campbell’s main competition is imitations of its footwear by numerous retailers that sell the styles at a lower price however customers will still purchase authentic Jeffrey Campbell’s for the quality and ownership of the brand (jacobkistner; Online).Jeffery Campbell’s break through style, the Lita Boot, first emerged on Nasty Gal, a global e-commerce site which has recorded sales of $100 million annually (businessinsider; Online). This style became popular with bloggers and celebrities with the Daily Beast reporting at the beginning of 2013, “Litas have been produced in 164 different colours and 65 different versions so far, amounting to 160,000 pairs sold” (thedailybeast;Online). This suggests the brand gained loyal customers repeat custom. Nasty Gal is now a loyal stockist of the brand which has proven to be advantageous for Jeffery Campbell, giving the brand exposure and increased brand awareness. Brand awareness is described by Piotraschke (2008) as the realisation by the consumer of the existence of a brand, which Nasty Gal helped achieve.Jeffery Campbell’s target market is young adults and teenage girls who want to keep up with the latest fashion, and pay a little more to do so. Jeffery Campbell’s footwear design reflects this target market. The styles are high fashion and operate a more affordable pricing strategy then high end designers, making it more attainable for its target market.  The brand is positioned on the high street in popular stockists such as Office within the UK.  Kerenha Davies, an Office sales assistant claimed Jeffery Campbell sell very for the brand (please see appendices). This suggests Jeffrey Campbell promotes its products through retail channels that best fit the brands identity and customer. (jacobkistner; Online) The brands main source of marketing is social media and blogs which fits accordingly with the modern way this specific targeted consumer now browse trends. Social networking sites such as Facebook, Twitter and Instagram have become an extremely successful way to market ones products and campaigns directly to the target consumer.  The business of fashion supports this suggestion by stating new designers declare getting garments on celebrity Instagram accounts is a more successful driver of sales than the traditional method of being featured in established fashion magazines(businessoffashion; Online). Jeffery Campbell has utilized this marketing method and has a huge social media following with A list celebrities endorsing the brand. Social NetworkLikes/FollowersFacebook328,331 likesTwitter58.6k followersInstagram897962 followersJeffrey Campbell has achieved a loyal fan base, celebrity endorsements and began its diversification internationally which puts the brand in a good position to continue its expansion by extending into Jeffrey Campbell Kids. Proposed Brand Extension for Jeffery CampbellThe proposed brand extension for Jeffrey Campbell is for the brand to move across the market and extend into children’s footwear, calling this extension Jeffrey Campbell Kids.