Cold world frozen goods brand extension

FA S M 2 1 5 MARY NORTON

COLD WORLD FROZEN GOODS A BRAND EXTENSION

CHRIS GIUBILO & C H L O E M A G P AY O

TABLE OF CONTENTS company overview target customer key competitors emerging trends extension concept proposed location possible expansions proposed interior product assortment marketing strategy

COMPANY OVERVIEW

Fo u n d e d a n d d e s i g n e d b y the multitalented Canadian artist, DJ and restaurateur, A l e x R h e k , C o l d Wo r l d Frozen Goods takes heavy inspiration from American and Japanese streetwear, Hip Hop culture, and the food industry. The brand approaches familiar characters and scenes with unique reinterpretations, to design custom graphics and embroidery for its exclusive apparel and accessory c o l l e c t i o n s .Â

TARGET CUSTOMER C o l d Wo r l d F r o z e n G o o d ’ s t a r g e t c u s t o m e r consists of individuals from the ages of eighteen to twenty-five who like comfort, have a relaxed attitude, are “chill & cool”, and are inspired by skate/street style. These individuals tend to “ball on a budget” and are really into underground culture and happenings. They are also inspired by city living and the fast-paced, ever-changing atmosphere of their location.

KEY COMPETITORS

A N e w Yo r k - b a s e d c l o t h i n g brand founded in 2007 that strives to deliver bright and quality oriented products.

This brand has refreshing takes on graphic prints and appliquĂŠs. Price range for the brand is from $35 - $75 for clothing and $20 - $25 for accessories. The brand has a limited color palette (yellow, black, grey, blue, and red).

The Virginia based brand embodies street culture at its finest. It is well rooted in the skateboarding community and streetwear fashion culture.

Price range for the brand is from $31 - $100 for clothing and $40 - $55 for accessories.

The brand has a wide variety of colors used in t h e i r p r o d u c t ’s p a l e t t e .

Over the years it has acquired a steady following due to its brand recognition and excellent marketing plan. The store display helped boost its sales as it was innovative and creative. Price range for the brand is from $35 $100 for clothing and $11 $35.99 for accessories. The company makes use of bold prints and patterns rather than monochromatic colors.

KEY COMPETITORS

No longer a vintage trend, graphic tees with a statement have come back in full force.

Both men and women have taken to styling this trend in multiple ways from street casual to semi-formal. Still revered by the skate communities, graphic tees have expanded into the market targeting a wide variety of individuals.

EMERGING TRENDS THE GRAPHIC TEE Halsey, 2018

Kendall Jenner, 2018

This is the epitome of modern fashion over the past few years. It i s a s t a p l e o f m o d e r n m e n ’s c l o t h i n g but has essentially become part of their basic wardrobe attire. Often seen in young, carefree adults who are in to the whole underground and skate scene. The skate trend has morphed into a global phenomenon with smaller brands such as Huf and Pa l a c e m i x i n g i n t o l a r g e r b r a n d s s u c h a s Va n s a n d S u p r e m e .

EMERGING TRENDS T H E S K A T E C U LT U R E Tyler The Creator, 2018

Jaden Smith, 2018

A r e s u r g e n c e f r o m t h e 9 0 ’s , grunge has come back in small doses over the past couple of years. Mostly known for its presence in the music industry, grunge has become a trend that generations have come to idolize. As of the late, it has resurged in graphic t-shirts, chained jeans, dark wash denim, and statement clothing pieces.

EMERGING TRENDS T H E G RU N G E R E V I S I O N Madison Beer, 2018

Kendall Jenner, 2018

COLD WORLD FROZEN GOODS CREAMERY

THE CONCEPT To d a y, t h e w o r l d i s a b i g p l a c e . T h e r e ’s s o m u c h o f e v e r y t h i n g t h a t i t ’s h a r d f o r a n y o n e o r a n y t h i n g t o s t a n d o u t o f t h e c r o w d .

In a society where consumerism is king, and competition raises the standards of every brand, a common question for the customer is “what else?” Maybe not verbatim, but they want that something extra almost intuitively.

C o l d Wo r l d F r o z e n G o o d s C r e a m e r y a i m s t o p r o v i d e i t s shoppers with an experience connecting two fun things: Clothing and Ice Cream, which you can’t get anywhere else.

T h e s h o p p e r ’s e x p e r i e n c e r e v o l v e s a r o u n d r e c e i v i n g t h e b r a n d ’s lax, graphically inclined attitude in various ways.

The first location would be in Malibu, a beach city in western Los Angeles County, California. The Ice Creamery is within walking distance from both the beach and the skate park. It is located along the boardwalk where tourists often pass.

This is the perfect first location as there is a never-ending need for ice cream during a warm sunny day — especially at the beach.

PROPOSED LOCATION M A L I BU, C A L I F O R N I A

By using Malibu as the first location, it defines its target market as individuals who embody a chill lifestyle. Often these individuals are in the underground scene, but as it is an ice cream shop, the market is expanded to families, tourists, and groups of friends looking for a place to hang out.

POSSIBLE EXPANSIONS

AT L A N TA

SAN FRANCISCO

NEW YORK

The skate scene is a growing community in the city which is no stranger to streetwear and the culture the goes with that.

The individualistic spirit tied to the city makes it the perfect choice for the brand expansion.

San Fr a n c i s c o ’s skate scene has been dynamic and rapidly changing as the city itself has gone through multiple changes. Known for some of its iconic skate spots, San Francisco has become a destination for skaters and skate fans from all over the nation.

Home to one of the biggest street cultures in the nation, N e w Yo r k i s o n e of the leading cities for fashion, holding annual and semi-annual events for several categories. A mix of the metropolitan and underground scenes would be an ideal target for this brand extension.

PROPOSED INTERIOR SPACE

PROPOSED INTERIOR SPACE

PROPOSED INTERIOR SPACE

PROPOSED INTERIOR SPACE

PROPOSED INTERIOR SPACE

MENU

PRODUCT ASSORTMENT THE ICE CREAM

F L AV O R S

C O L D BU N N Y

S U R V I VA L

SO ICEY

W O R L D O F PA I N

Chills from the inside out, see what keeps this bunny so cold.

This is the best tasting mud ever. Just try not to look like you rolled around in it.

What we think it would taste like to bite a glacier.

The only pain you will feel is a brain freeze when you can’t eat it fast enough.

Va n i l l a b a s e , Blueberry Swirl, Spearmint, Cherry Candy Bits

Dark Chocolate Base, Strawberry Reduction and Pieces, Cinnamon

Blue Raspberry base, Coconut Shavings, Rock Candy

PRODUCT ASSORTMENT THE ICE CREAM

Rocky Road Oreo Pieces, Caramel & Cream Swirl, Bits

Base, Salted Sweet Blondie

I N - S T O R E PAC K AG I N G

CONE

PRODUCT ASSORTMENT THE ICE CREAM

CUP

T O - G O PAC K AG I N G

PINT

PRODUCT ASSORTMENT THE ICE CREAM

BOX

P R O DU C T P L AC E M E N T

PRODUCT ASSORTMENT THE ICE CREAM

C O L D BU N N Y ( O R A N G E )

C O L D BU N N Y ( S L I M E G R E E N )

C O L D BU N N Y ( T R I - C O L O R )

T- S H I R T S All graphic t-shirts are priced at $32.00 (exclusive of tax and sales). Priced based on online SRP

S U R V I VA L

M OV I N G C O M PA N Y

W O R L D O F PA I N

PRODUCT ASSORTMENT CLOTHING

OUTERWEAR

C O L D BU N N Y C OAC H JAC K E T

M OV I N G C O M PA N Y HOODIE

C O L D BU N N Y HOODIE

$75.00

$96.00

$96.00

PRODUCT ASSORTMENT CLOTHING

ACCESSORIES

SO ICEY E N T. 6 PA N E L

C O L D BU N N Y TOTE BAG

C O L D BU N N Y PIN

$36.00

$24.00

$ 7. 0 0

PRODUCT ASSORTMENT CLOTHING

P R O DU C T P L AC E M E N T

PRODUCT ASSORTMENT CLOTHING

MARKETING EMAIL

Utilizing customers in close proximity t o o p e n i n g l o c a t i o n s , C o l d Wo r l d Frozen Goods will send out an email to customers who have previously shown interest but may not be aware o f t h e b r a n d ’s s o c i a l m e d i a a c c o u n t s .

The email will serve as a virtual flyer to promote the launch party, as well as a certificate for free ice cream to develop rapport and appreciate t h e c u s t o m e r ’s l o y a l t y.

MARKETING STRATEGY ONLINE

MARKETING EMAIL

MARKETING STRATEGY ONLINE

M O C K- U P

SOCIAL MEDIA

Cold

Wo r l d

Frozen

Goods

will

utilize social media to reach out to customers who are already interested i n t h e b r a n d ’s i n v o l v e m e n t w i t h t h e community. A series of Instagram posts will be created to emphasize this current new chapter in the b r a n d ’s identity, giving details on the launch party and what to expect without revealing the brand extension in its entirety.

MARKETING STRATEGY ONLINE

SOCIAL MEDIA

MARKETING STRATEGY ONLINE

MOCKUPS

SOCIAL MEDIA

MARKETING STRATEGY ONLINE

MOCKUPS

A DV E R T I S I N G

Po s t e r s , f l y e r s a n d s t i c k e r s w i l l b e posted all over town, informally, r e f l e c t i n g t h e b r a n d ’s s t r e e t c u l t u r e / skate culture background. These approaches will appear more like forms of street art or underground promotion that will sneak up in the most accessible, approachable of places. Guerrilla marketing is going to serve as a main type of inspiration for these methods, as its informality is approachable and easily observed.

MARKETING STRATEGY ON GROUND

A DV E R T I S I N G M O C K U P S

MARKETING STRATEGY ON GROUND