PiNG! Connecting with Your Consumer - Flipbook - Page 49
PiNG!
CHAPTER 2
PiNG!
CHAPTER 2
Grow Your Brand Family
Use boutiques to extend your brand without confusing your consumer. A boutique—or
Boutiquing
Adds Brand Strength
sub-line—is a brand-within-a-brand. The challenge is to
expand your boutiques without losing your brand’s overall
unity. The real power of a boutique is the built-in credibility and equity already established by the parent brand.
Boutiques allow the brand to expand beyond the simple
addition of new versions. Boutiques also allow brands to
meet retailer expectations that new sub-lines will consistently be introduced by category leaders. Benefit, form
and fragrance often are obvious choices around which to
structure a new boutique. The key is to identify the most
meaningful boutique extension that your consumer desires
and will understand.
Do consumers really
understand your
brand’s boutiques?
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