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:
- Zippyz by
Little Trendyz is made in America, of organic materials.
- The brand was
recently recognized as one of “Huggies MomInspired” grant recipients.
- The brand
ships directly through it’s ecommerce website.
- 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”.
