Dylan's Candy Bar: A Sweet Success Story - Essay Sample

Introduction

Dylan's Candy Bar is a chain of stores dealing in confectionery. It was founded by Dylan Lauren in 2001. It is New York City-based and has other branches in East Hampton, Los Angeles, Miami Beach, and Chicago. Dylan's candy bar also supplies candy products in wholesale all over the world. This paper analyses Dylan's Candy Store touching on the history, merchandising strategies, target market and products.

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Dylan Lauren found inspiration in the story of Willy Wonka and the chocolate factory which is a film by Roald Dahl. Lauren wanted to create a unique large-scale candy store like in the case of Willy Wonka who had created a very big and successful chocolate factory. Lauren like her father Ralph Lauren has an interest in fashion and she intends to merge modern fashion and candy to produce her unique product. Lauren is an entrepreneur in making just like her father. The design of the unique candy bar was firstly produced by Mayumi Ando who is a creative director. Dylan's candy bar is said to have partnered with Holt Renfrew a chain of high-end departmental stores based in Canada in an effort to co-brand and increase their retails. Dylan's Candy Bar is has partnered with Target, a major retailer in the United States of America in order to reach more customers.

The store's target market is majorly the part of the population that consumes candy which usually is kids and girls especially teenagers. They are as well targeting adults as potential customers who will for sure appreciate the diversified selection of fashion products available at the store. The mission of the store is to bring happiness to the inner child in people of all ages. The combination of attractive modern fashion with sweet candy is hard for anyone in the target market to resist. The fame of the chain store as well continues to grow as people consider it as a must stop when visiting New York City especially the flagship store located on the Upper East Side. A lot of tourists visiting New York take this as an opportunity to have a taste of the unique candy. Many celebrities like Madonna have been reported to have visited the store.

The fame of Dylan's candy bar is contributed greatly by its appearances in various television shows and films. Some examples are Hitch a 2005 comedy, Gossip Girl a series in season 2 episode 15, Cake Boss in season 2 episode 2 and Dinner: Impossible in season 7 episode 2 (Infidelity). The flagship store is the location for the television shows where Dylan's Candy bar was featured. This contributed greatly to its current fame state.

The boutique candy store has a very large selection of sweets which proves to be attractive for its target market. They produce all the modern types of confectionaries including jelly beans and chocolates. Customers have an option to print their own custom gummy candy at Dylan's candy bars by the use of a specialized printer. The customers can as well order custom candy by personalizing it using a specialized computer program. Dylan's Candy Bar has other products in its stores other than candy. They sell fun colored tech accessories, dishes, candy-flavored lip gloss. This along with all the sweet confectioneries available at the stores attracts a lot of customers. This boutique candy store gives its customers an opportunity to host their private parties at the Dylan's Candy Bar ("Dylan's Candy Bar | Candy Store & Shop | Buy Candy Online") The Candy store has an online platform enabling people to buy candy online and get deliveries. This is a smart entrepreneurial idea as it will bring more income. The online platform offers access to a wide market all over the world. The store as well has many outlet retail stores increasing the accessibility of their products to the target market.

Lauren has applied her good entrepreneurial skills in her stores whereby she has diversified her products and services and it led to her business flourishing. Dylan's candy bar has been highly rated in reviews of famous online traveling sites. Customers as well have commented on the great selection of products available. This as well assists in its publicity and thus more potential customers can find information on the store with contacts and locations of stores provided. This store is a great example of a store applying knowledge about the modern market with the integration of online marketing and marketing films to sell a diversified selection of candy and products embedded with modern fashion.

Conclusion

In conclusion, Dylan's Candy Bar is a chain store dealing in unique confectionery integrated with fashion with an aim to sell their unique products and services to all groups of people, both adults, and kids all over the world. Her store brings out a new perspective where they present candy as art, fashion and modern culture. Dylan Lauren has achieved her dream of making a unique and large candy factory and she can be considered as Willy Wonka and Dylan's Candy Bar is her chocolate factory.

References

"Dylan's Candy Bar | Candy Store & Shop | Buy Candy Online". Dylanscandybar.Com, 2019, https://www.dylanscandybar.com/. Accessed 2 May 2019.

Infidelity, High. "Gossip Girl (TV Series 2007-2012) - Imdb". Imdb, 2019, https://www.imdb.com/title/tt0397442/episodes. Accessed 2 May 2019.