Zippyz by Little Trendyz: IMC Final

Zippyz by Little Trendyz is Florida incorporated LLC, owned by founder Lisa Youngelson.  Tired of the tedious process of snapping and unsnapping her newborn’s onesie during late night diaper changings, Youngelson came up with the idea of a modified zippered onesie.  Other zippered onesies zip from neck down the leg to the foot, exposing the baby’s bare stomach to the cold air.  Youngelson’s version snaps from neck to stomach, and then zips from stomach to foot, allowing the baby’s chest to stay warm, as well as speeding up the changing time. 

Zippyz by Little Trendyz is marketed towards mothers of newborns, expectant mothers, and women planning on having a child in the future. With an average price point of just under $25, the target demographic is middle class, and above.

Strengths:

1. Zippyz by Little Trendyz is made in America, of organic materials.
2. The brand was recently recognized as one of “Huggies MomInspired” grant recipients.
3. The brand ships directly through it’s ecommerce website. 
4. E! News correspondent, Giuliana Rancic is a fan of the brand, and the product was filmed on her reality television show, Giuliana and Bill. 

Weaknesses:

1.   Zippyz by Little Trendyz does not have strong wholesale distribution, nationally or worldwide.

2.   The brand does not have independent retail locations or flagship stores. 

3.   The brand has a limited presence on social media, and an unclaimed Blogspot at littletrendyz.blogspot.com.

Opportunities:

1. With a unique concept, Zippyz by Little Trendyz has the potential to reach a very large market through wholesale trade shows and buyer’s markets. 

2. The brand can expand its target audience by adding a range of products for toddlers, and young children, as well as seasonal items. 

Threats:

1.    More established brands offering a similar product at a lower cost.

2.    Rising production costs

3.      Competitors with a wider wholesale and ecommerce reach.

Zippyz by Little Trendyz would greatly benefit from a fully Integrated Marketing Strategy.  As a retail entrepreneur, I understand and appreciate the need to set one’s brand apart from the rest.  Utilizing major social media outlets, a unique and personable blog, an well planned email marketing campaign, direct mailers to potential retailers, as well as a strong presence at tradeshows and industry events with well produced samples, line sheets, and look books, Zippyz by Little Trendyz has the potential to be a leading household name in baby clothing and lifestyle items. 

I propose a revamping of all social media sites, to provide consistent branding, imagery and voice, and implement a signature hashtag.  The brand’s blog will be updated daily with fresh content, and feature updates information from brand owner, as well as guest “mommy bloggers”. Tying social media sites and email newsletters back to the brand’s blog and ecommerce site, will keep customers and potential customers one click from connecting (and purchasing) with Zippyz by Little Trendyz at all times.  Sites will be mobile and tablet for moms on the go.  Zippyz by Little Trendyz brand will grow beyond innovative onesies, but as a destination for all things “mommy and me”.