This Project focuses on creating a brand extension for The Row to diversify its offerings. Based on the brand's existing body oils offering, the clean body fragrance market was identified as the ideal category for expansion. This extension is aimed at leveraging The Row’s reputation for quiet luxury, offering a seamless transition into the beauty sector while maintaining the brand’s identity and core values. ​

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• Seamlessly introduce The Row into the beauty sector while staying true to the brand’s core values and aesthetic.

• Present a strategic and viable growth opportunity within the clean beauty space.

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• Research on luxury brands to explore successful brand and product extension strategies.

• Identification of brand and product extension opportunities, followed by the selection of The Row as the ideal fit.

• In-depth brand research, including company overview and analysis of The Row’s positioning.

• Customer segmentation and research to define target audiences and understand their preferences.

• Market analysis to evaluate potential within the clean fragrance category.

• Merchandising Strategy and New Product Launch Plan.

• Development of a clear value proposition to articulate how the extension aligns with The Row’s brand DNA.

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The project resulted in a comprehensive brand extension strategy for The Row, backed by detailed research, analysis, and application of business concepts. The final proposal demonstrated how The Row could successfully enter the clean body fragrance market, offering a thoughtful, well-positioned product that stays true to its ethos of quiet, refined luxury.

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• This project deepened my understanding of key business concepts and their real-world application. 

• It strengthened my strategic, critical thinking, and reasoning skills. 

• It enhanced my research techniques and awareness of the process and touchpoints essential to developing a brand strategy.

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Brand Research, Market Analysis, Customer Segmentation, Marketing and Merchandising Strategy, Production Timeline, New product launch plan, AI Renders/Mockups, and Value Proposition Development.

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Sanjana Sainath Rao,  Anushka Khale,  Nimrata Singh,  Molly Daines​​​​​​