Marketing Directed Study: Vertical Product Line Expansion Ideas

Goals:

I'd like to come up with ways to keep the business growing and capture new markets.

Issues Covered:

Vertial expansion based loosely on the global trend identified by Trend Watching as Retail Renaissance and using a business and product line structure similar to BeachMint.
Parent company: Adorn Collective
Brick & Mortar shop based in LA: Adorn Collective - all merchandise from all product lines, but highly edited, purposely curated to highlight a "best of" the e-commerce sites.
E-commerce sites:

• Sparkle Collective (jewelry)
• Clothing (t-shirts? dresses???)
• Denim
• Beauty
• Shoes and bags

All concepts are based on the same idea of emerging/indie/handmade and focused on keeping most of the product made in the U.S. Giving back and CSR are strong points for the entire business.
Perhaps each product line could support different causes. Shopping local and supporting the arts is the overarching cause for the entire business and I've already selected animals as the cause for the jewelry products and created the idea of "Baubles for Beagles" where proceeds benefit the Beagle Freedom Project. I also plan to have an annual fundraiser- "The Baubles for Beagles Ball" with live in-person and online auctions of jewelry (handmade, indie, vintage/estate) to support the Beagle Freedom Project.

Goals for next week:

Keep refining this idea. And work on my entire customer service model (strategy, loyalty/rewards, and personalization).