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For this project, I curated a retail strategy for Chipotle Goods. This is a fashion line by the restaurant chain, Chipotle. Their clothing is still not widely known and the brand only spends 2% of their revenue on advertisements, so my goal was to bring more brand awareness by utilizing the brand's already existing restaurants

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On August 4, 2020 Chipotle launched Chipotle Goods, which is a responsibly sourced apparel collection made with organic cotton. The restaurant chain is the world's largest purchaser of avocados. Each year they are left with 300 million avocado pits. The collection also features avocado dyed garments made from Chipotle's upcycled avocado pits. 

(Photo from chipotlegoods.com)

Concept

Since Chipotle is all about making choices, I wanted this retail strategy based off of customers making their own choices. I was inspired by BuzzFeed quizzes ex.) 'Which Hogwarts house do you belong to based off of your Starbucks order?' The idea is that customers will type in their Chipotle order on the Chipotle Goods' website, and the site will recommend items based off their order. This will bring more awareness to Chipotle Goods because it has customer interact with both brands.

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(Mock up)

  • Ads for the fashion line will be placed in every restaurant since Chipotle restaurants are located in urban areas and near residences.

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  • Instagram will be utilize since the target demographic uses the platform the most. Hopefully, brings the opportunity to expand their shopping tab.

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  • Customers will receive a free meal coupon if they purchase any recommended items based off their Chipotle order. This will draw customers back and hopefully repeat the cycle.

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  • Even if customers don't intend to shop, this is still a fun experience to do.

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Christina

  • Age: 26

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  • Occupation: Fashion journalism

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  • Income: $60,000

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  • Where they live: Seattle, WA

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  • Hobbies: Cycling; social media; cooking; watches reality tv

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  • Will mostly cook for herself and is cautious of what she puts in her body. If she is pressed on time, after work or after cycling she will stop by chipotle.

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  • Chipotle order: Bowl; greens; sofritas; corn; guacamole; cauliflower rice; salsa; romaine lettuce

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