Georgetown Cupcake
Georgetown Cupcake is world famous because of their show DC Cupcakes on TLC. We decided to go to Georgetown Cupcake because a woman we met named Alice was celebrating her birthday, and was headed there. After asking if they offered student discounts (because world famous cupcakes are pricey), an employee named Israel told us about a promotion, where visiting the website gave hints to getting a free cupcake. Five free cupcakes later, we talked to Israel about the company. Georgetown Cupcake is wildly successful because of the superior quality of their cupcakes. Baked fresh everyday, each step of the process is detail oriented with the highest standards. They are also pioneers in making creative cupcake flavors and presentations. such as strawberry lava fudge or unicorn- which can't be found anywhere else. The company shows that superior quality will lead to success, along with use of the media to spread the word.
Rent-the-runway
Rent the Runway is a store that allows women to rent and return clothing rather than buying items and wearing them a few times. Their business model is like the Netflix of retail. What is remarkable is that the have a loyal following of customers through word of mouth, Rent the Runway has not used any advertising. Part of their motive, is encouraging sustainability. Renting clothes, rather than buying them saves on water, electricity and emissions used in manufacturing.
Brandy Mellville
Brandy Melville is wildly popular with the teenage girls everywhere. This is largely due to their social media presence. The brand gets influencers (people with large social media followings) and celebrities to take and post pictures in their clothing, and posts them on their own page. This method of marketing reaches millions of people, and has influenced trends among young people.
How to appeal to younger generations:
1) Social media: Marketing on social media is one of the best ways to spread the word across younger generations, Brandy Melville has really capitalized on this and has built a social media empire that furthers the brand. Rent the Runway also uses social media to spread the word ,and is gaining a large following.
2) Aesthetic appeal: Georgetown Cupcakes presents their cupcakes in an artistic and unique way that appeals to our social media involved generation. Rent the Runway and Brandy Melville both have stores with aesthetically pleasing store layouts.
3) Environmental sustainability: Rent the Runway promotes sustainability, by cutting down on resources and waste involved in manufacturing, which appeals to younger and environmentally conscious consumers.
4) Superior quality: The quality of ingredients and process of Georgetown Cupcake is set at a high standard, and creates the best product possible. High quality designer clothing is available at Rent the Runway.
5) low/realistic price points: Brandy Melville offers on trend clothes for cheaper than other brands, part of the reason it is so popular among teenagers. Rent the Runway offers high quality designer clothing, which for most people is an unrealistic purchase, but because of the renting business model it is available to everyone for a fraction of the price.
2) Aesthetic appeal: Georgetown Cupcakes presents their cupcakes in an artistic and unique way that appeals to our social media involved generation. Rent the Runway and Brandy Melville both have stores with aesthetically pleasing store layouts.
3) Environmental sustainability: Rent the Runway promotes sustainability, by cutting down on resources and waste involved in manufacturing, which appeals to younger and environmentally conscious consumers.
4) Superior quality: The quality of ingredients and process of Georgetown Cupcake is set at a high standard, and creates the best product possible. High quality designer clothing is available at Rent the Runway.
5) low/realistic price points: Brandy Melville offers on trend clothes for cheaper than other brands, part of the reason it is so popular among teenagers. Rent the Runway offers high quality designer clothing, which for most people is an unrealistic purchase, but because of the renting business model it is available to everyone for a fraction of the price.