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PROJECT OVERVIEW
Developed a clean body fragrance extension for The Row that builds on its existing body care offerings, enabling a seamless expansion into beauty while maintaining the brand’s quiet luxury identity and core values.
DELIVERABLES
Brand Extension Strategy (Including Pricing Strategy, Product development, Product Imagery and Packaging).
MY ROLE
Brand Research, Brand Analysis, Market Research, Market Analysis, Consumer Research, and Brand Extension Strategy.
MY LEARNINGS
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Deepened my understanding of key business concepts and their real-world application.
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Strengthened my strategic, critical thinking, and reasoning skills.
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Enhanced my research techniques and awareness of the process and touchpoints essential to developing a brand strategy.
PROCESS
01
Opportunity Identification
Identified potential within the clean fragrance category and selected The Row as the ideal fit.
02
Brand & Industry Research
Conducted in-depth analysis of luxury extension models, brand positioning, and clean fragrance market potential.
03
Consumer & Market Analysis
Defined target segments and evaluated category demand and competitive landscape.
04
Strategic Development
Developed the value proposition, merchandising strategy, marketing plan, and new product launch plan.
TEAM
Anushka Khale, Molly Daines, Nimrata Singh
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