Page 141 - Visual Marketing

Why It Works Success Metrics Takeaway Tip

In creating its line of • Fuzzy Nation has expanded to Don’t let what your competitors do define your
doggie-centric high fash- four licensees and is evaluating product. Do your own thing, and you’ll often
ion, Fuzzy Nation has three more. unearth an entire target market that didn’t
created a niche. Dog exist before, for example, an “urban chic”
lovers aren’t forced to • The company has opened a niche for an existing product category. Just
wear cartoon Snoopy shirts and showroom in New York City and make sure that your entire branding message,
carry teenaged girls’ purses to is also located in Macy’s. including displays, is consistent with the tar-
show their love of poodles and get niche you’ve carved out. If your niche is
pets. The Art Department fur- • Web sales were double that of upscale, every aspect of your packaging and
thered the message by design- the previous year. presence needs to be upscale, too.
ing its funky dog bone cross
logo and its borderline biker
website. They’ve elevated loving
dogs to a coolness factor of 10.

“Our goal is to make sure our
packaging works well as point
of purchase (POP) in the store
from all angles, to keep it
upscale and engaging—which
we achieve by using lots of white
space with punches of warm red
and black,” explained Christie
Grotheim of the Art Department.

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