Decision Making Portfolio Carolyn Englander
Table of Contents
• Merchandising Concept to Consumer
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• Visual Merchandising • Contact Information
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Merchandising Concept to Consumer Project
Company: Kate Spade New York Brand Extension: Kate Spade Athletics Created By: Carolyn Englander
Athletics
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
Social Responsibility
Mission Statement
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.
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.
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
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Youthful/Spirited Colorful Classic
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 Retailer Characteristics Nordstrom Today, Nordstrom is a fourth generation family owned business.
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.
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
Customer Profile
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Customer Narrative
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Early Riser Likes Pottery Barn Works at Epic Records Wear’s white chiffon button down blouse, wears a medium brown fedora hat, and black skinny jeans Drives a BMW Goes to the gym Close to her family Eats healthy Favorite artist Sara Bareilles Organized with black drawers Wear’s plaid pajamas Reads her favorite magazine, Vogue Has fairy lights surrounding her bedroom
Inspiration
Classification Plan 1. Year 1. 2. 3. 4.
2014 2015 2016 2017
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. Shorts
3. Jackets ● Full Zip ● Half Zip 4. Color 1. Black 2. Blue 3. Purple 4. Yellow 5. Pink 97. Print 98. Sparkles 99. Multi-Colored
Group Overview
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
Cost Sheet
*3 examples of 10 in the line
Cost Sheet
Cost Sheet
Line Sheets Kate Spade Athletics | Fall 2014 Delivery: August 1, 2014 through September 1, 2014 Minimum Orders of 12 units Sales Representative: Carolyn Colors: Black and Yellow (More colors available in collection)
Black Printed Capri Yoga Pants Style #: 1123-97 $40.00/$80.00
Yellow Pull-Over Style #: 1114--04 $12.50/$30.00
Full-Zip Muli-colored Jacket Style #: 1131-99 $57.50./$115.00
Purchase Order Form
Sales Projection
Sales Projection Summary
1. Introductory Beginning on Hand Sales Ending on Hand  2. Maintenance Beginning on Hand Sales Ending on Hand  3. Clearance Beginning on Hand Sales Ending on Hand
60% 179 107 72 20% 72 13 50 20% 50 10 40
Key: Clothing Rack
Floor Plan Clearance
Mannequin Clothing Table
Cash Rap Wall Rack
Maintenance
Introduction
Aisle Escalator
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
Promotion Plan
Introduction Phase • •
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$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
Maintenance Marketing Plan • • • •
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$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
Clearance Marketing Plan • • • •
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$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
News Release Contact: Johanna Saum Director of Public Relations jsaum@katespade.com
Tel: 212-739-6556
Robert J. Vill Tel: 201-295-7515 Investor Relations rvill@fnpc.com 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. 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.
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 go-anywhere 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).”
Visual Merchandising
Dries Van Noten
This is a representation of taking one of Dries Van Noten's piece from his collection and creating a window display.
Joan Mir贸 Inspiration
Another assignment my class had was to recreate a dress form with an artist inspiration. The inspiration I chose was Joan Mir贸's work and the one on the left is a kids dress form and the one on the right is an adult dress form.
Macy’s Halloween
This was a tag line that features both an adult theme and a kids theme. The adult version is in gold and for the kids I chose color since it looks fun.
In keeping with the Halloween theme, I chose to incorporate a black cauldron with green fog coming out as my fixture. This table was inside the Macy's store so when customers walked by, they would see the Halloween display of cosmetics and nail polishes to get into the Halloween spirit.
This continues along with my Halloween theme and is my window display for the public to see.
Contact Information: Carolyn Englander 847-309-0035 carolyn1993@comcast.net