American Preppy | Marketing Strategy

For my Environment & Consumption course in Winter 2024, we were asked to choose a subculture, define and analyze it, and then develop a marketing strategy around it. My group chose American Preppy and created an exclusive vintage speakeasy concept for alumni of prestigious universities. We named it "The Velvet Lounge", a hidden gem discreetly tucked away in a historic building on the Upper East Side of Manhattan. With elegant architecture and an air of exclusivity, the lounge is accessible only to selected members. Upon arrival, guests scan their membership card and push what appears to be a secret entrance—behind a seemingly ordinary canvas—revealing a hidden staircase leading to a velvet-curtained sanctuary. Inspired by classic speakeasies, The Velvet Lounge offers an intimate escape from the city’s chaos, blending nostalgia, sophistication, and exclusivity in a one-of-a-kind experience