Merchandising: Concept to Consumer by CarolynEnglander

Athletics Company: Kate Spade New York Brand Extension: Kate Spade Athletics Created By: Carolyn Englander

Athletics Table of Contents ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠ ♠

Executive Summary Vision Statement Mission Statement Social Responsibility Brand Identity Customer Profile Customer Narrative Inspiration Classification Plan Group Overview Master Page Costs Sheets Line Sheets Production Calendar Purchase Order Sales Projection Sales Projection Summary Floor Plan Marketing Plan Production Plan Marketing Calendar Press Kit Bibliography

3 4 4 4 5 6 7 8 9 10-11 12 13-22 23-24 25 26 27 28 29 30 31-33 34 35-42 43

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Executive Summary The concept of the project revolves around teens and how they want to look cute while working out. I have found a way to give them that sense of feeling good about themselves and feeling that they are still attractive even when they may not feel like it. My collection allows teens to release their inner beauty by allowing their clothes to speak for themselves.

Carolyn Englander President of Product Development

Vision Statement Our company’s vision is to bring inspiration on how to take today’s fashion and put a colorful twist for women to express themselves.

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Mission Statement Our purpose is to allow women to still explore their fashion curiosity and be able tell a story that has no limits where women can still feel irresistible even in active wear.

Social Responsibility Kate Spade has teamed up with New York Center for Children. Working in with this group Kate Spade is helping provide therapy services to victims of child abuse and their families as well as to prevent child abuse.

Brand Identity Youthful/Spirited Colorful Classic

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Selling Appeal My selling appeal that would stop my customer to look at my clothing is the color pallet. Kate Spade is known for her bold bright colors and I tried to do the same with my brand in that way people know that it is still Kate Spade. The fabrics, a lot of my fabric lining is polyester. Although, this collection is for the fall, I thought it would be better to have polyester inside since people are going to be moving around a lot, it is stretchy and durable and helps with movement and it is also easy to take care of. Also, for the garment itself it varies between cotton and jersey again, making it easy for the person to move around in and take care of. Cotton is also a natural man-made fabric. The prices are also affordable. They are cheaper than Kate Spade’s target market but that is because this caters to younger people. Since it is designer, it is expensive but not too over the top from other competitors.

Distinct Characteristics My distinct characteristic is that my brand has personality. Unlike other brands, my collection is fun, unique, not just plain black or other solid colors. This makes my brand visually appealing and exciting. There is also a distinct Kate Spade logo. The last distinct characteristic is that the clothing has a distinct fit.

Retailer Nordstrom Today, Nordstrom is a fourth generation family owned business. From the start of a tiny shoe store to becoming fashion specialty chains store with global reach. Nordstrom offers clothing, accessories, shoes, makeup, and many more products. Nordstrom hopes that by 2018 their first Manhattan store will be open. Nordstrom currently has a total of 289 stores that in 38 states. Nordstrom offers free shipping and returns and has created a shopping app to serve their customers better. The Nordstrom experience lies in the customer’s hand. Kate Spade Athletics will be sold in exclusively to six Nordstrom retail locations across the United States. Geographic Locations Michigan Avenue, Chicago IL Old Orchard, Old Orchard Mall, IL Woodfield Mall, Schaumburg, IL The Grove, Los Angeles, CA Fashion Show Mall, Vegas, NV Fashion Square Mall, Scottsdale, AZ Garden State Plaza, Paramus, NJ Dadeland Mall, Miami, FL Barton Creek Square, Austin, TX Bellevue Square, Bellevue, WA

Athletics Customer Profile

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A typical day of Katherine’s starts off with her waking up in her queen size bed and looking at their white and off white ruffle drapes that hang around their bed with fairy lights hanging all around. She get’s up to make her bed which is a dark gray ruffled bed comforter with light gray sheets and she fluffs her white pillow and dark gray pillow that she got from Pottery Barn. It is a workday and she is looking forward to help promote music bands that are promoted by Epic Records. Today, she decided to wear a white chiffon button down blouse. She is also wearing a medium brown fedora hat and black skinny jeans. It was a nice fall day so she put on her black leather knee high boots. She leaves her apartment and gets into her BMW black sedan. She notices her gym bag on the passage side next to her reminded that she is going to work out right after work. The bag is special to her because it has been passed down for generations on her mother’s side. After working out, she comes home to grab a snack. She decides to eat carrots and ranch dressing with a glass of water and starts working on assignments from her job from Epic Records. All of her assignments are neatly organized in large black drawers that sit behind her desk. She starts with her favorite artist Sara Bareilles and beings to call different venues to see which places are available for her upcoming tour. She then moves onto The Fray which is her least favorite artist and thinks of ways to promote the band. When she is done, she puts away all her notes back into her organized black drawers. Later after dinnertime, she heads to her parents house for dessert. She changes into blue ripped jeans, a white tank top and a blue and white-stripped cardigan with brown knee high boots. After her parents, she comes home to get ready for bed. She quickly cleans up the kitchen and washes her plates, which is white and a aqua blue border. She then brushes her teeth with a orange and white toothbrush and mint toothpaste. She then goes to put on her black and red plaid pajamas. She picks up her favorite Vogue magazine and starts to read in her bed and slowly dozes off while her fairy lights glow around her.

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Inspiration

Classification Plan 1. Year 1. 2014 2. 2015 3. 2016 4. 2017

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2. Season 1. Fall 2. Winter 3. Spring 4. Summer 3. Class 1. Tops 2. Bottoms 3. Jackets 4. Subclass 1. Bottoms 2. Capri 3. Leggings 4. Skort 5. Short 2. Tops 1. 2. 3. 4.

Long Sleeve Short Sleeve Tank Pull-Over

1. 2.

Full Zip Half Zip

3. Jackets

4. Color 1. Black 2. Blue 3. Purple 4. Yellow 5. Pink 97. Print 98. Sparkles 99. Multi-colored

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Group Overview

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Group Overview

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Master Page 1. Capri Pants- #1122-97 2. Pull-Over Jacket- #1114-05 3. Long Sleeved Shirt- #1111-97 4. Shorts- #1125-98 5. Yoga Leggings- #1123-97 6. Tank Top- #1113-05 7. Skort- #1124-97 8. Full-Zip Jacket- #1131-99 9. Short Sleeved Shirt- #1112-98 10. Half-Zip Jacket- #1132-02

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Cost Sheet

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Cost Sheet

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Cost Sheet

Athletics Cost Sheet

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Cost Sheet

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Cost Sheet

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Line Sheets

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Production Calendar Season/Year In-Store Delivery

Fall 2014 September 2014

September 2013- Research industry, trends, and consumer October 2013- Begin to design November 2013- Swatch and begin to make samples December 2013- Production and retail orders placed January 2013- Major production begins February 2014- Major production continued March 2014- Major production and in store promotion April 2014- Shipping period and in store promotion continued June 2014- Shipping period and in store promotion continued July 2014- Shipping period continued and records period August 2014- Store set up September 2014- Track retail selling and plan for next season

Purchase Order Form

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Sales Projection

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Sales Projection Summary 1. Introductory 60% Beginning on Hand 179 Sales 107 Ending on Hand 72 2. Maintenance 20% Beginning on Hand 72 Sales 13 Ending on Hand 50 3. Clearance 20% Beginning on Hand 50 Sales 10 Ending on Hand 40

Key:

Clothing Rack

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Mannequin

Clearance

Clothing Table

Wall Rack

Cash Rap

Maintenance

Introduction

Aisle Escalator

Athletics Marketing Plan Overall Budget Total Retail Sales: % Marketing Budget: $ Marketing Budget: Phase Budget Introduction Phase Maintenance Phase Clearance Phase

$69,835.00 10% $6,983.25 $4,190.00 $1,397.00 $1,397.00

Athletics Promotion Plan Introduction Phase • $6, 983.5 * 60% = $4,190.00 • Objective: Introducing our new line and notifying potential customers of Kate Spade Athletic Wear, by using PR tactics to create brand interest. • Strategy: Using social media, our PR team will be able to introduce our collection to customers with the help of our retail partnership with Nordstrom. • Tactic: To introduce our collection, we will be hosting a premier party in five Nordstrom athletics department with refreshments that include stores located in Chicago, Los Angles, Arizona, Vegas, Texas, and Florida. • Control Method: If an attendee spends over $300 on their overall purchase for the night, they will receive be able to access a future private sale for the following season. Budget: Catering Expenses: $2,190.00 Private Sale: $1,000.00 Invitations: $1,000.00

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Maintenance Marketing Plan • $6,983.5*20% = $1,397.00 • Objective: To increase sales while raising funds for our charity partnership, New York Center for Children. • Strategy: To host a weeklong charity campaign at all ten retail stores that carry Kate Spade Athletic Wear. • Tactic: An email will be sent out to all Kate Spade customers, and they will be notified that 15% of all Kate Spade Athletic Wear purchases will go directly towards New York Center for Children. • Control Method: Included in the email notification will be a customer promotion, that will allow any who has donated over $100 dollars within the past month will an extra 10% off their entire purchase order with proper documentation. Budget: 15% Off of Sales Reimbursed: $1,000.00 Advertisement/Display: $200.00.00 Invitations: $197.00

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Clearance Marketing Plan • $6,983.5*20%= $1,397.00 • Objective: To continue maintaining the customer core base, and reach out to potential customers. • Strategy: Broaden the customer appeal by creating advertisements that focus on women who are potential clients • Tactics: During this time we will focus on replenishing Kate Spade Athletics collection. Emails will continue to be a way for us to remain in contact with our current customers. We will also be creating print advertisements to grain new follower attentions as well. • Control Methods: We will send out survey emails to the customers who have purchased merchandise from Kate Spade Athletics line at Nordstrom. Those who take the survey will be entered in a drawing to win $500 dollars towards a new Kate Spade Athletic wardrobe. Budget: Photo Shoot: Print Advertisement:

$800.00 $597.00

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Marketing Calendar

Athletics Press Kit

News Release Contact: Johanna Saum Director of Public Relations jsaum@katespade.com

Tel: 212-739-6556

Robert J. Vill Investor Relations rvill@fnpc.com

Tel: 201-295-7515

For Immediate Release Monday, September 1st, 2014 Launch Parties for Kate Spade Athletics Fall/Winter 2014 collection big hit

Kate Spade Athletics is back for a full week of exciting events! The 2014 kick-off will be at Woodfield Mall Kate Spade Athletics is a yearly event hosted by Nordstrom that showcases the new apparel for the season. Chicago, IL, September 1, 2014- The 2014 Kate Spade Athletics is hosted by Nordstrom, September 1 2014 from 10am-5pm at Woodfield Mall (5 Woodfield Mall, Schaumburg, IL). This fashion forward event serves a purpose of a fundraiser and will be going on for one full week.

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Athletics Kate Spade Athletics is a week of shopping, refreshments, and gift card giveaways that highlight the new season collection. Kate Spade lovers can shop until they drop that takes place in Woodfield Mall. Our goal is to raise awareness of the brand of Kate Spade Athletics as well as establish Nordstrom as our retail partnership. If customers like what they see they can purchase it directly through Nordstrom. The event is free for everyone.

To register for this event and to find out what other events are happening with Kate Spade, please visit http://www.katespade.com. The dress code for this event is casual. About Kate Spade: Kate Spade started in 1993 and opened her first shop in 1996. Within the years her company grew and she her brand is recognized all over the world with her bright color pallets, clothing, accessories, and much more. Since then, Kate Spade has opened more than 175 retail stores internationally.

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Athletics Designer Biography Katherine Noel Brosnahan was born on December 24, 1962 in Kansas City, Missouri. In 1962, she was famous for her trademark of black nylon bags. In 1993, she launched her own handbags. She had several retail outlets and also high-end retail stores. In 1999, she sold her business to Neiman Marcus, but she has remained active with the brand and now her collection has expanded to offer a wide range of products like stationary, clothing, eyewear, shoes, and many more. She graduated from Arizona State University in 1986 and moved to New York to work for “Mademoiselle magazine.” She left the company in 1991. Her husband Andy Spade has been an active partner and helped the business grow. She has written three books called “Manners,” “Occasions,” and “Style.” She has a little girl, Frances Beatrix Spade that was born on February 2005. Since launching Kate Spade in 1993, she has launched a new branch called “Kate Spade Saturday” and opened her first store in Tokyo in March 2013. “Kate Spade Saturday” is about having fun while getting dressed. It’s about dressing like a carefree spirit on the weekends and is an American brand with a international outlook. She also launched “Jack Spade,” which exposes men to taking a simple idea and using useful products to make it stylish. This branch is about having good designs that can solve problems.

Athletics Some of the awards Kate Spade has one are; In 1996, Kate was honored by the Council of Fashion Designers of America (CFDA) and won American’s new fashion talent in accessories. In 1996 the CFDA awarded Kate as best accessory designer of the year. In 1999, Kate was honored for her handbags that were exhibited at Cooper Hewitt Museum for the first national design triennial that celebrated her American designs and her new home collection. In 2004, Kate was presented with three design awards that included; house beautiful giants of design award for tastemaker, bon appetites American food &amp, and entertainer award for designer of the year as well as Elle’s décor’s international design award for bedding. May 11, 2012, Kate Spade took home the “lifestyle brand of the year” award at the 34th annual American Apparel and Footwear Association gala.

Kate Spade Philosophy: “Drill a well before you need a drink” (Welch 5-6). When Kate first started in the industry should eat out for breakfast, lunch, and dinner about five times a week. She met with famous people who are in the industry which included competitors who wouldn’t work for Kate Spade and that she would never hire, but she met with them to learn about their experiences and to know the brand. This led her to friendships that turned into references and connections with people that she is looking to hire.

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Line Sheets Kate Spade Athletics Fall 2014 Delivery: August 1, 2014 though September 1, 2014 Minimum Orders of 12 units Sales Representative: Carolyn Colors: Black, Blue, Purple, Yellow, Pink, Print, Sparkles, Multi-colored

Black Printed Capri Yoga Pants Style #: 1122-97 $80.00

Printed Yoga Leggings Style #: 1123-97 $100.00

Sparkle Shorts Style #: 1125-98 $85.00

Printed Skort Style #: 1124-97 $95.00

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Recent Press

Athletics “KATE SPADE & COMPANY LAUNCHES NEW, TRADE-BASED INITIATIVE TO EMPOWER WOMEN IN RWANDA Building on the Company's heritage of empowering women to help transform their communities through tradebased initiatives, Kate Spade & Company announces the launch of on purpose, a new corporate social responsibility program and economic model. Through this for-profit initiative, Kate Spade & Company worked with a group of 150 local artisans in Masoro, Rwanda to help establish their cooperative as a profitable supplier to kate spade new york, Kate Spade Saturday and Jack Spade. Unlike traditional non-profit organizations or donation-based programs, the Company created on purpose with the goal of helping empower the village of Masoro to become more economically stable. Kate Spade & Company worked closely with these artisans to provide technical skills, as well as comprehensive training in financial literacy and personal health to help them evolve their existing cooperative into a licensed business entity. The company offers its employees a fair salary, benefits including vacation time and maternity leave, health care and national social security benefits. Kate Spade & Company's compliance and labor standards teams worked closely with the artisans to ensure compliance with global standards for working conditions. The handmade products in the limited-edition on purpose collection are designed to fit seamlessly into each brand's existing collections and the artisans adhere to the same design and manufacturing guidelines the Company applies to all of its products. on purpose items include kate spade new york handbags, scarves and jewelry, Kate Spade Saturday jewelry and home items and Jack Spade totes, bracelets and pocket squares. Kate Spade & Company Chief Executive Officer Craig Leavitt says, "We introduced this business model to give these talented artisans the ability to incorporate into our supply chain as a manufacturing partner. It's not charity; it is creating jobs for talented women making beautiful products and offering them a way to participate in the global marketplace." Kate Spade & Company Chief Creative Officer Deborah Lloyd continued, "We believe that empowering women is the key to the growth and economic stability of the village of Masoro. We are proud to share their gorgeous work with our customers around the world." The limited-edition items will be available in select kate spade new york, Kate Spade Saturday and Jack Spade stores and on each brand's website beginning May 5, 2014. About Kate Spade & Company Kate Spade & Company (NYSE: KATE) designs and markets accessories and apparel under three global, multichannel lifestyle brands: kate spade new york, Kate Spade Saturday and Jack Spade. With collections spanning demographics, genders and geographies, the brands are intended to accent customers' interesting lives and inspire adventure at each turn. The Company also owns the Adelington Design Group, a private brand jewelry design and development group that markets brands through department stores and serves jcpenney via exclusive supplier agreements for the Liz Claiborne and Monet jewelry lines. In November 2013, the Company completed the sale of the Juicy Couture intellectual property to Authentic Brands Group (ABG) and is working under a license from ABG to transition and wind down the Juicy Couture business through 2014. The Company also has a license for the Liz Claiborne New York brand, available at QVC, and Lizwear, which is distributed through the club store channel. Visit www.katespadeandcompany.com for more information.”

Recent Press

“kate spade new york announces the launch of a new global lifestyle brand, Kate Spade Saturday KATE SPADE NEW YORK ANNOUNCES KATE SPADE SATURDAY NEW YORK, Oct. 23, 2012 /PRNewswire/ -- Kate Spade Saturday has been created to channel the spirit of Saturday seven days a week. Kate Spade Saturday will use simple straightforward shapes, and go-anywhere silhouettes featuring bold colors, strong prints, and honest materials like crisp cotton, canvas, and natural vachetta. Keeping the busy lifestyles of customers in mind, Kate Spade Saturday is creating product that is versatile and multi-functional. The new multi-category brand will offer apparel (including dresses, jackets, denim, t-shirts, sweaters, and swimwear) and accessories (including handbags, small leather goods, jewelry, watches, footwear, eyewear, and tech accessories), as well as beauty, tabletop, and home decor items. The approximate average retail pricing for all categories are expected to be as follows: apparel ($90), eyewear ($55), fashion accessories ($40), handbags ($130), home ($25), jewelry ($30), shoes ($85), small goods ($45), swim ($50), tech ($30), and watches ($50). Kate Spade Saturday is planned to launch in Japan in February 2013 through e-commerce at www.saturday.jp and a flagship store in Tokyo. The brand is expected to launch exclusively online at www.saturday.com in the United States in Spring 2013. A selection of product from the Spring 2013 launch collection will be sold on fab.com prior to the US launch. Kate Spade Saturday is expected to arrive in Brazil through e-commerce and stores in early Fall 2013. The brand aims to have an innovative approach to retail both online and in-stores. By launching online, Kate Spade Saturday seeks to echo the in-store feeling of shopping in community by maximizing social media. Product-focused editorial content will be integrated seamlessly throughout the site and fans' tweets and images will appear online contributing to the exploratory experience. Kate Spade Saturday has partnered with digital agency Huge Inc. to produce the website. For its retail spaces, Kate Spade Saturday has worked with architects WORK Architecture Company to design a unique store concept that celebrates the social side of shopping while creating a simple and seamless grab-and-go experience. iPads will be strategically stationed throughout the shop, featuring marketing messages, blog content, campaign videos, and user-generated images. To keep customers engaged, new product will be available both online and in store every Saturday. As a special nod to the brand's American roots, flagship stores will each house a cafe featuring rotating American food vendors. New York City pretzel shop Sigmund's Pretzels has signed on to partner with Kate Spade Saturday for the flagship in Tokyo. "Through ongoing research, we saw an opportunity in the market to engage a new customer base – one that aspires to be a part of the kate spade new york brand. Kate Spade Saturday is born from the core values of kate spade new york, but is realized in a new and exciting way for this younger customer," says Craig Leavitt, CEO of kate spade new york. kate spade new york is owned by Fifth & Pacific Companies, Inc. (NYSE: FNP). About Kate Spade Saturday !Kate Spade Saturday is a new global lifestyle brand created to channel the spirit of Saturday seven days a week. This younger, more accessible sister to kate spade new york shares the same DNA: it's colorful, optimistic and bold, but it expresses these values in a more casual way. Saturday offers simple shapes and goanywhere silhouettes. Functionality and utility are key. The collection is crafted with honest materials like crisp cotton, canvas and natural vachetta, brightened with bold colors and strong prints. The line includes apparel, handbags, accessories and items for the home. The Saturday flagship shop is planned to open in February 2013 in Tokyo's Omotesando neighborhood along with an e-commerce site (saturday.jp). Saturday.com, the exclusive distribution point in the United States, is expected to launch in Spring 2013. Kate Spade Saturday is owned by Fifth & Pacific Companies, Inc. (NYSE: FNP).”

Bibliography Kasp

kasperkevic, Jana. "Kate Spade CEO: 'I Use LinkedIn to Get to Know Talent'" The Guardian. N.p., 29 Oct. 2013. Web. 16 Dec. 2014. <http%3A%2F%2Fwww.theguardian.com%2Fbusiness%2F2013%2Foct%2F29%2Fkatespade-ceo-mccomb-interview>. "Kate Spade & Company - Our Company." Kate Spade & Company - Our Company. N.p., n.d. Web. 14 Dec. 2014. <http://www.katespadeandcompany.com/web/guest/ourcompany>. "Kate Spade & Company - Press Releases." Bio.com. A&E Networks Television, n.d. Web. 16 Dec. 2014. <http://www.biography.com/people/kate-spade-214145#synopsis>. "Kate Spade & Company - Press Releases." Kate Spade & Company - Press Releases. N.p., 8 May 2014. Web. 16 Dec. 2014. <http://www.katespadeandcompany.com/web/guest/pressreleases;jsessionid=9CDE107832 A595F413641233E7993D7C>. "Kate Spade New York Announces the Launch of a New Global Lifestyle Brand, Kate Spade Saturday." Kate Spade New York Announces the Launch of a New Global Lifestyle... N.p., n.d. Web. 16 Dec. 2014. <http://www.prnewswire.com/news-releases/kate-spade-new-york-announcesthe-launch-of-a-new-global-lifestyle-brand-kate-spade-saturday-175346131.html>. Lynne, Courtney. "Kate Spade, Fashion Designer." Kate Spade Fashion Designer. N.p., n.d. Web. 16 Dec. 2014. <http://fashion.infomat.com/kate-spade-designer.html>. "Paint the Town Red: The Aafa Awards Gala." Paint the Town Red: The Aafa Awards Gala. N.p., 11 May 2012. Web. 16 Dec. 2014. <http://www.katespade.com/blog/katespade-blog-paint-the-townred-the-aafa-awards-gala,en_US,pg.html>.