New Product Development for Blue Fish Bags

Abstract

This is the final report of a graduation project at Delft University of Technology, faculty of Industrial Design Engineering. The project is executed in collaboration with the Dutch company Blue Fish Bags. The project was born through the ambition of Blue Fish Bags to develop a private label. Being a company that develops collections of bags under the license of other brands, Blue Fish Bags is experienced in initiating and managing new product development. The growing ambition to own a project that does not depend on the license of another brand arose several years ago. However, the company experienced difficulties with selling new brands to its customers: distributors and retailers of the so-called bag specialty segment. This market segment is mainly characterized by conservative leatherware stores and business-minded distributors, rather than buyers that are interested in new and innovative brands. Therefore, a private label has never been developed. This graduation project aims to advice a strategy for a new business to realize Blue Fish Bags' ambition, through the research question: 'Which brand strategy results into a successful private label for Blue Fish Bags?'. An answer to the research question is provided by advising Blue Fish Bags to develop a new business in which a private brand strategically functions as a tool to strengthen the current core licensing business model. This recommendation was created through the results of a comprehensive research in which Blue Fish Bags' characteristics and the developments of its environment were analysed. Through a conceptualization process with both scientific and creative methods, the findings of the analysis were transformed into a design brief for the new business. The design brief includes a conceptual direction from six key points: (1) create a tool, (2) stay in charge, (3) target youngsters, (4) make functional fashionable, (5) cooperate with creators, and (6) become a lifestyle. In this new business strategy a private brand has been developed to support the company's current business model. A brand concept is created that fit the six key points and is described as a platform where bags are created by young creative consumers. The brand, with the suggested name Doubstar, is a website where creators of the online community can co-create bags and relative products. This community exists of youngsters with a so-called 'constructing images' lifestyle that look for fashionable bags that are functional to take to school. To stimulate the style of the co-created bags a collection is developed by the brand team. Besides, inspiring feedings and guerrilla promotions support both the preferred brand image and the commitment of the community. The brand strategy adds value to Blue Fish Bags because it satisfies the company's ambition, it contributes to the objectives of the management, and it found solutions to difficulties of the current customers. Moreover, the new business helps Blue Fish Bags using its strengths, improving its weaknesses, anticipating on opportunities, and protecting from threats. To support a successful realization, the report provides a business plan, an implementation plan, and recommendations for future research. Furthermore, the accompanying Brand Book presents suggestions for the brand identity.