Future growth strategy

Kiko has began expanding all over Europe, and especially more notable around the United Kingdom. The brand has honoured itself for being an independent beauty brand and not being concessions within the likes of Selfridges or other department stores. Technology is being more and more advanced, something Kiko has picked upon well with its frequent use of Instagram, bloggers and recently having an app. With Instagram they regularly use it for regular exposure on key products, noticed instagrammers using a product, possible bloggers or new ad campaigns. The app doesn't feature a purchase option, but however a Kiko points system, collections, news, and even stores. However there is something Kiko doesnt do, and that is collaborations. Brands such as M.A.C, Nars, Nails inc and Estee Lauder often do collaborations with celebrities, whether its a collection or a particular shade in lipstick. These collaborations are with not only celebrities but also fashion designers. These can add a different take on the brand bringing their own eye for detail, colour and packaging on a product. These collaborations are often limited edition, and when it's someone very well known, consumers are magnetised to this and buy buy buy! M.A.C do increasingly well with their collaborations, with particular past collections from celebrities still being on high demand now. And even sell for double the price! There is definitely a place in the market for Kiko to be successful with this as they are a rising brand, being often featured more in bloggers favourites, particular looks in magazines and more. A celebrity that could be in consideration for Kiko may be the likes of Ella Eyre or even Fleur East. These are budding stars, with firery personas and often vibrant colours. The vibe from those two girls definitely matches those of Kiko, very firerya and stylish. Along with the vibrant colours in store, the electric patterns and the brands encouragement of showing your personality through make up, it definitely suits the personality of them. With them both being on the rise it definitely would attract attention to Kiko for having a collaboration limited edition, great for consumers, but also for the fans of stars like Ella Eyre, and may be more for Fleur East who isn't as famous yet but definitely has the potential to be and a collaboration would increase that.