SHRIMPS

So we are starting our summative/individual projects. And we have been introduced to 8 new, niche brands, we then had to pick a favourite to research in depth and eventually develop a fragrance for the brand. Out of all the brands, Shrimps was my favourite.

Shrimps is a faux fur womenswear brand. The founder loves to play around with bright colours and patterns. I think it is an interesting brand as it encapsulates British humour. It is a mix of old school glamour, streetwise attitude and iconic 60’s style. Shrimps is a sweet and welcoming brand, mixing ‘fuzzy fun’. Their use of colour and pattern is what makes them different and the colours literally brighten your mood. Their consumer is someone who if forward thinking who likes to have fun with fashion. They would be a young consumer as faux fur appeals to them as it is more attainable and the younger generation care more about ethics so they would be more likely to buy into faux. They can be quite a restricted consumer as they only sell faux fur, however this means the consumer is very loyal to the brand.

As part of the brief I had to create a brand wheel. This was quite challenging but I think its such an important thing to look at when studying a brand. For a brand wheel you have to look at the brands vision, values and beliefs. The way they talk to their consumer and the way they look. Alongside this, we look at their position in the industry. This leads on to looking at their position next to other, similar brands. For this I created a positional map.

I can’t wait to continue researching Shrimps, and coming up with ideas to see how I can challenge them as a brand and create some sort of fragrance for them.

Hollie Rose x