For the final project of International Fashion Business program, the students developed Brand Leverage Strategies to help well-established lifestyle brands grow and innovate in the industry.
The students chose one of two approaches. Brand Extension, which focuses on launching a new product category not yet offered by the brand while maintaining the same price and quality standards, or Co-Branding, where two brands collaborate, either by integrating one brand into another as a component or combining both to create a new product or service.
These are the students' innovative final project ideas.
Aliya Raisya
CO BRANDING: Bershka on Roblox
SECTOR: Digital Fashion
for educational purposes only
Bershka on Roblox represents an innovative collaboration between the fashion brand and the popular gaming platform, merging the worlds of retail and digital entertainment. Through this collaboration, Bershka has ventured into the digital world with their distinctive MUSIC BLAST theme, crafting a vibrant, space-themed experience that resonates with Roblox's diverse audience. This ongoing journey through digital realms allows Bershka to offer unique and interactive experiences, effectively promoting their brand while reaching new and engaged audiences. By integrating their fashion-forward vision into the dynamic landscape of Roblox, Bershka not only enhances customer loyalty but also redefines how brands can connect with consumers in the ever-evolving digital world.
Amalia Fajrianti
CO BRANDING: Dr. Martens x Marshall
SECTOR: Audio listening equpment
for educational purposes only
Dr. Martens x Marshall is a collaborative project that aims to further build the relationship that both Dr. Martens and Marshall have with the music community. Presenting headphones and turntables to offer both digital and analog listening experiences for people who seek rebellious self-expression.
Angelinna Giovannia S.
EXTENSION LINE: Kiddie
SECTOR: Kidswear
Kiddie is a brand extension of MY BABY, expanding into the children's fashion sector. It provides high-quality, comfortable, and innovative children's clothing that enhances parent-child bonding. Utilizing MY BABY's trusted reputation, Kiddie introduces highly absorbent clothing with MY BABY's signature soothing fragrance, keeping children fresh and comfortable. The brand aims to help parents cherish every moment with their rapidly growing children, particularly those aged 1-5 years. Kiddie’s marketing strategy includes online marketing, influencer collaborations, and pop-up stores to build brand awareness and engagement. Future plans involve expanding the product line to include multifunctional clothing and accessories, with potential physical stores based on demand. Kiddie aspires to be a trusted, innovative leader in the kidswear market, focusing on comfort, quality, and the distinctive MY BABY fragrance.
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