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UNIF was founded in Los Angeles, California by Eric Espinoza and Christine Lai. The brand displays the Southern California fashion scene with its florescent fabrics, gritty graphics, and an overall 90s vibe. UNIF provides a bold brand identity with its aesthetic being “pretty soft and on one hand and dark and grimy on the other.�
TARGET CONSUMER Name: Mia Age: 24 Los Angeles. California Single Passionate about the Feminist movement Thrifts every chance she gets A rebel that takes risks Rocks out to punk music Part of an unconventional style tribe Alternative
Product:
UNIF introduces bath products to the market. The brand extension includes bath bombs and towels. The names of our bath bombs are based off of 90’s pop culture. The towel is named after the iconic Jimi Hendrix.
People:
Our products will be geared towards the younger generation in the ages of 18-30.
Place:
Our products will be sold online only.
Price:
The bath bombs will be selling for $12 each. The towels will be selling for $35.
Promotion:
UNIF launch party, E-blast, Magazine Ads
Strengths -UNIF has a loyal following and offers product that is on trend and relevant -UNIF has a strong and active social media presence -UNIF honors 90s and alternative styling -Unidays. 15% off for college students -Ship globally
Weaknesses -UNIF currently does not have a brick and mortar space -Higher price point for lower quality fabric -Incosistient designs
Opportunities -More pop up shops -More physical advertisements
Threats -90s styles are becoming over saturated in the market
THE MIA WALLACE BATH BOMB
THE DREW BARRYMORE BATH BOMB
THE HENDRIX BATH TOWEL
Women’s Bath
THE MIA WALLACE BATH BOMB
THE DREW BARRYMORE BATH BOMB
THE HENDRIX BATH TOWEL
$12.00 USD
$12.00 USD
$35.00 USD
Day of Product Drop: Instagram:
-bath bomb post -towel post
SOCIAL MEDIA
Email Blast:
-introducing UNIF bath -introduce hashtag #UNIFbath
Several Days After Product Drop: Instagram:
-bath bomb post -towel post
Week After Product Drop: Instagram:
-repost follower’s pictures with products on instagram and twitter
Email Blast:
-2nd product email -shop UNIF bath
Twitter:
-engage with followers, respond to tweets.
Two Weeks After Product Drop: Instagram and Email Blast:
-notify of product restock -repost follower’s pictures with products on instagram and twitter
STRATEGIES
INSTAGRAM POSTS
drop a bomb on ‘em
#UNIFbath
EMAIL BLASTS
SHOP BATH SHOP BATH
SO FRESH. SO CLEAN. SHOP BATH
THE HENDRIX BATH TOWEL
THE MIA WALLACE BATH BOMB
THE DREW BARRYMORE BATH BOMB
Creative Directors: Madison Musico & Katie O’Brien Photographers: Chris Green & Katie O’Brien Model: Kaitlin Westbrook