Maddie, Mia, Caro, Angie
Why ... We wanted to pick a company that allowed a seamless experience while also needing some small improvements. Kendra Scott is a wildly popular brand that is getting more and more of a following everyday. Looking further into this brand allowed us to find some things that could use a bit of help.
" We are a fashion-lifestyle brand of big dreams, colorful confidence, and inspired design. Founded on Family, Fashion and Philanthropy, we believe that our employees and customers are the heart and soul of our brand, and that giving back is the truest form of success.
"
Company History Kendra Scott started her infamous jewelry brand in 2002 with only $500 for a budget and a newborn baby to care for. 16 years later, she has successful built a name for herself and has 75 retail stores and a very successful e-commerce site that allows her business to flourish. Kendra Scott’s products are sold at stores from 600 specialty boutiques and various department stores such as Bloomingdale’s and Neiman Marcus.
Target Market Kendra Scott has a large scope of customers, they can be from 13-85. As a company they do not like identifying an exact target market because they like including every woman, one way or another. This is why the color bar is such an important concept for the brand, because every woman is able to customize a piece of jewelry, make it their own and feel comfortable with it. They do not have a target market and they do not want one. They take it as a challenge to please every type of woman.
Kelly Age: 25 Location: Columbus, Ohio Occupation: Teacher Income: 45K Psychographics: Bright, bubbly and bold when she dresses and likes to splurge on fashion. Loves traveling, doing yoga, listening to podcasts and going to brunch. Has her own income but comes from a wealthy family but she is smart, educated and independent.
Brennan Age: 43 Location:Savannah, Georgia Occupation: Stay at home mom Income: 150K Psychographics: She is a stay at home mom of three kids. After she prepares her husbands breakfast and kisses him and her kids goodbye when they go to work and school, she goes to Orange theory for her daily workout. After she does the housework she treats herself by shopping on her time off. Appreciates fashion at a good price, usually quantity over quality.
S W
-Brand identity and social media presence. -Sense of community with their different engagement initiatives. -Internal corporate culture. -Competitive pricing.
-Small business units/ few locations -Lack of international promotion -Their Blog
O
-Global markets -Expansion in the Northeast -Expansion into other lifestyle markets
T
-Rising cost of raw materials -Increase in competition -Economic uncertainty
Brick and Mortar Sav, GA
Online vs Instore
At a glance... - clean - minimal - Implemented tech. - no app
Consistencies -
fluid voice clean true to brand updated
Inconsistencies - customer service (instore is better) - web has more variety of product (fine jewelry)
Improvements
- app creation - finding an easier way for men to buy something, no intimidation - bridal section should be more of an attraction
February Plan Week 1
- Advertisements - Feature//whats to come for KS
Week 2 - App drop - Valentines Day colors!
Week 3
- Private event for VIP, top customers
Week 4
- Introduction to rewards program - New musthaves
Week 1 Advertisement / Ad placement Putting articles in local magazines and local blog sites will be a cost efficient way to release this months new colors of love stones. KS social media is a given for getting the word out there as well. There’s no need to spend a bunch of money on advertising when the brand is already so popular. When something is new, everyone knows immediately.
vip event Sav, GA
KS Rewards Club
Week 2
App Launch!
-Promotion for downloading app: 15% off when you download the app, 20% when you share or recommend to a friend via, social media, text, or email.
-Promotion for Valentines day: 15% off all of the pink, fuschia and blush pieces -Separate email blasts for each that week
Week 3
Kendra Scott Luncheon with special guest Lifestyle by Liv (Olivia Ewing), local Savannah fashion blogger and fashionista.
Where: The Little Duck Diner in Savannah, Georgia When: June 3, 2019 12:00pm Who: VIP’s Only Details: Kendra Scott’s very own SCAD college representative will be having an exclusive luncheon with a select number of customers (810) who will get style tips and jewelry goodie bags to take home as a prize for being selected from an Instagram contest where the customer posts a photo of them with their favorite jewelry piece from Kendra Scott and hashtags #KendraSavTakeover.
Little Duck Diner
#KendraSavTakeover
Week 4
Rewards program launch! - This rewards program will be an exclusive for those that subscribe to our mailing list and download our app. - Incentives for return customers - Attraction of new customers - Build relationships with our new and returning customers - Kendra Scott Insider loyalty program for every purchase you earn a certain amount of points that can add up to receive different prizes such as -Free Charms -Invitations to special events - Insiders will receive a special promotion of 50% off one single item and a personalized gift box with the customers name for their birthday month. - First access to new collections - Track their rewards through the app
New stones introduced!
Every stone has a different story based on an act of love. -
A giving act A romantic act An act towards family An act towards a friend
Thank You