Product: Vineyard Vines is a line of clothing and accessories that is often compared to those of Polo Ralph Lauren, Brooks Brothers, and J. Crew. The company specifies in hats, shirts, shorts, pants, sweaters, dresses, jackets, ties, and bags. The company’s pink whale logo is embellished on all products.
Price: Discounts are offered in store and on the website. Vineyard Vines uses a competitive pricing strategy to remain competitive with other businesses. Vineyard Vines follows a corporate/institutional branding strategy along with its retail market. The corporate, college, and sporting division business offsets the capital costs of their retail operation.
Place: Products are offered nationwide through their website www.vineyardvines.com. The first stores were opened in the Northeast, however, the company has expanded to 48 stores as well as 8 outlet locations. There are currently locations in Alabama, Connecticut, California, Delaware, Georgia, Florida, Illinois, Maine, Massachusetts, Missouri, New Hampshire, New Jersey, New York, North Carolina, Pennsylvania, Tennessee, Texas, Vermont, Virginia, Ohio, South Carolina, and Washington D.C. Stores are stylized with a nautical theme
Promotion: Shep and Ian Murray strive to promote an experience and lifestyle, not just clothing. They use multiple branding principles but four main concepts include: making their brand personal, storytelling is powerful, using employees as your brand, and connecting with people. They also send representatives to college campuses nationwide to market their products to students. Free accessories and clothing are distributed with the intention of organically promoting their brand. The company creates ties and shirts that incorporate team and college logos. The company does little paid advertising, relying instead on ardent lifestyle branding. They decided where to go next by looking at the locations people are from when purchasing merchandise from their websites, where the “hot spots” are. Such as coastal communities.
Price: Discounts are offered in store and on the website. Vineyard Vines uses a competitive pricing strategy to remain competitive with other businesses. Vineyard Vines follows a corporate/institutional branding strategy along with its retail market. The corporate, college, and sporting division business offsets the capital costs of their retail operation.
Place: Products are offered nationwide through their website www.vineyardvines.com. The first stores were opened in the Northeast, however, the company has expanded to 48 stores as well as 8 outlet locations. There are currently locations in Alabama, Connecticut, California, Delaware, Georgia, Florida, Illinois, Maine, Massachusetts, Missouri, New Hampshire, New Jersey, New York, North Carolina, Pennsylvania, Tennessee, Texas, Vermont, Virginia, Ohio, South Carolina, and Washington D.C. Stores are stylized with a nautical theme
Promotion: Shep and Ian Murray strive to promote an experience and lifestyle, not just clothing. They use multiple branding principles but four main concepts include: making their brand personal, storytelling is powerful, using employees as your brand, and connecting with people. They also send representatives to college campuses nationwide to market their products to students. Free accessories and clothing are distributed with the intention of organically promoting their brand. The company creates ties and shirts that incorporate team and college logos. The company does little paid advertising, relying instead on ardent lifestyle branding. They decided where to go next by looking at the locations people are from when purchasing merchandise from their websites, where the “hot spots” are. Such as coastal communities.