Fashion Promotion Final Project by chelsea.chiu

A little something sweet that brightens your day!

CONTENTS

EXECUTIVE SUMMARY

SITUATIONAL ANALYSIS

INTRODUCTION

PRIMARY RESEARCH

MARKETING STRATEGY

CLOSING RECOMMONDATIONS

MEDIA STRATEGY

THE CREATIVE IDEA

CAMPAIGN EVALUATION 4

XECUTIVE SUMMARY

IMAGINE

a regular shopping weekend with your friends: you walk into the Kate Spade store in SoHo, New York, and you are pleasantly surprised to find a beautifully decorated dessert shop situated in the corner of the store. You and your friends order from many delicious and thoughtfully designed petite cakes which are served with Kate Spade tableware, and you finally get to sit down and enjoy desserts and drinks after a shopping frenzy. Petite Sweets is Kate Spade’s latest brand extension, it aims to attract existing and new customers into the stores through a combination of great tasting cakes, cake and environment designs, great customer service and convenient locations. This brand extension is sure be to be a success because it fits perfectly into Kate Spade’s “Eat Cake for Breakfast” lifestyle. And the colorful, playful designs of the cakes appeal to loyal customers and food lovers alike. Petite Sweets will become the hot spot where people take shopping breaks, meet with friends, enjoy innovative cake designs and flavors or just simply to hang out. Most importantly, Petite Sweets’ cakes will be the best tasting cakes you will ever get to try; our partnership with Whole Foods Market allows us to combine top quality ingredients, designs and flavors, which will make your visit to Petite Sweets an addictive and unforgettable experience. 7

INTRODUCTION

ate Spade was established in 1993 by fashion designer Katherine Noel Brosnahan (the history Kate Spade). The core philosophy of the brand came from an idea that women handbags should be aesthetically pleasing as well as practical in their designs. In the early 1990’s, its initial products were designed to have classic shapes and fabrics, which gradually evolved into the iconic square bags with lively colors; during that time, the company targeted the upper middle class customers with much success. In 1996, Kate Spade won ‘the American New Fashion Talent in accessories’ title awarded by the Council of Fashion Designers of America (CFDA). And in 1998 the CFDA named her Accessories Designer of the Year. (Francine Parnes) The first Kate Spade store was opened in New York in 1996, and the brand has experienced explosive growth ever since. In 2008, the company wanted to bring new ideas to the customers; Kate Spade moved beyond existing lines, creating new product lines with new fabrics and new design cues, which included ready-to-wear and a jewelry line for their customers. (Chavie Lieber) As time went by, Kate Spade expanded the brand even more, getting into homeware, tableware and tech accessories. As one of the top fashion brands around the world, Kate Spade operates more than 140 stores in U.S. as well as 175 internationally. (the company Kate Spade) This ever-evolving, vibrant brand is a perfect fit for a brand extension such as Petite Sweets. And we believe it will further diversify and strengthen the brand, which enables them to serve their customers’ needs even better. Business Issues An expansion into the dessert industry could present some potential issues for the fashion brand Kate Spade, which has no experience in food production and distribution. To solve the problem, we have decided to partner up with Whole Foods Market, a well-known grocery store and bakery chain that specializes in organic produce and ingredients. This partnership not only simplifies our production and distribution, it also gives skeptical customers confidence to try our offerings. Another issue Kate Spade has to solve is the lack of connection between the brand and desserts. In our opinion, Kate Spade should leverage on its “eat cake for breakfast” lifestyle to promote this brand extension, encouraging its customers to get out of the comfort zone and try something new. Kate Spade should also promote its home and tableware lines together with the Petite Sweets extension, as this bundling not only strengthens the perceived connection between Petite Sweets and Kate Spade, it could also boost the sales in those departments as well. 8

Lack of awareness is an issue for any new brand extension, but it is especially troublesome for Petite Sweets, because people have never associated any foods, let alone desserts, with Kate Spade. This is why we need to leverage on Kate Spade’s signature designs to promote this extension. From cake box designs, dining interior designs to the actual ads, Kate Spade needs to seamlessly bring Petite Sweets into the entire Kate Spade experience. We also need to select the appropriate channels to do cost effective and attention-grabbing promotions. designs, dining interior designs to the actual ads, Kate Spade needs to seamlessly bring Petite Sweets into the entire Kate Spade experience. We also need to select the appropriate channels to do cost effective and attention-grabbing promotions.

4 P’s Strategy Overview We are targeting our Kate Spade petite cake shop as a shop-in-shop style. Therefore, our petite cake shop can improve customers’ shopping experience and sell additional merchandise at the same time. We divide our strategy into four categories: Product, Place, Price and Promotion.

roduct Kate Spade will collaborate with Whole Foods Market because its food is made of organic, healthy ingredients, which goes well with our desired brand image. This collaboration will guarantee our dessert’s quality and safety. Our main strategy is to change people’s stereotypes about cakes as well as to boost sales. In the process of making our products, Kate Spade’s dessert designers will borrow design elements from Kate Spade’s classic designs such as pink dots, black bow ties or stripe patterns in vibrant colors. In the shop, we will display petite cakes with tableware collections. This idea plays an essential role in encouraging the customers to purchase our desserts as well as Kate Spade’s home products. At the same time, the idea is to promote a strong bond between the petite cakes and the brand image.

romotions 1. Physical ads- Our team discovered that 52.59% people get exposed to new dessert places simply by walking by them. Therefore, our team chooses to use in-store advertising and window displays to gain better exposure for our products. In print media, we choose to publish our ads in food and fashion magazines to reach different audiences. Also, magazine advertisements have strong visual appeal and give the brand more credibility than other marketing strategies. Catalogs are also used to strengthen the bond with existing customers. 2. Online ads- The main online ads are launched on different social media platforms such as Facebook and Instagram because our target customers are mostly younger people. (18-31 years old) The advertisements on social media are able to track user’s interests to discover potential customers. Furthermore, using advertising video on YouTube is the best way to deliver our message and make our customers understand more information about our products. In terms of the search engines, using pay-per-click can optimize the search results on Google or Yahoo. E-mail listing is the way to target our existing customer and we can regularly release the latest Petite Sweets news to them.

lace The first Kate Spade Petite Cake Shop will be opened in SoHo, New York to get higher exposure. Big cities, such as New York, are suitable places to launch new products. There is a variety range of people and possibilities to test by competing with other similar dessert shops. If the practice works successfully in one metropolitan city, its chances of success in other locations are promising.

rice According to the survey, the ideal price for the petite cake is from $9 to $12. Based on the data source we gathered, Kate Spade can set a suitable pricing strategy that is comparable to the other products it offers. The advantage of premium pricing is to ensure the high quality of the cakes and to avoid dilution to the brand image. 9

SITUATIONAL ANALYSIS 3.1 SWOT ANALYSIS Strength: 1. Established Kate Spade customers 2. Increase store traffic and sales of other products 3. Great existing store locations 4. Kate Spade has better control over the brand extension since our operating segment is located in NY. 5. Established Kate Spade home/tableware will be used to present desserts and drinks 6. Consistent brand messages to encourage customers eat desserts 7. Creativity Weaknesses: 1. Distract customers from purchasing other products in store 2. Lack of pastry and dessert business experience 3. Appeal mainly to younger customers 4. May confuse customers with Kate Spade brand identity 5. Lack of awareness

3.2 TARGET MARKET IDENTIFICATION

Primary target consumers: Gender: Female Age: 15 â&#x20AC;&#x201C; 35 years old Income: Over $80,000 a year per household Lifestyle: She is a cute and confident girl who lives a energetic, happy and interesting life. She loves to go shopping, hang out with friends and eat desserts. She loves colors and is willing to try new things!

Opportunities: 1. Lots of visitors in NYC 2. Customers need somewhere to take a break after shopping for a long time 3. Younger customers want to meet and spend time together in a afternoon tea shop 4. A trend that luxury fashion brands have extended their business into afternoon tea and dessert shops 5. Most designer brands have not related their business to dessert and afternoon tea Threats: 1. Afternoon tea, coffee and cake shop competitors located in New York City - Lady M - Starbucks - Other independent pastry shops 5. Risk associated with food regulations

locations include New York, Los Angeles, Irvine, Boston and Charlotte, and 2 international locations. (Singapore and Hong Kong) The bakery is featured on Mille Crepes cake and the store’s interior design. The price range of cake per slice is $7.50-8.50.

3.3 COMPETITOR ANALYSIS We chose bakeries located in New York City as our competitors due to Kate Spade is a brand founded in New York and we consider that it is more beneficial for Kate Spade to promote a new brand extension in a big city. Therefore, we divide the competitors into three categories: independent bakery, bakery franchise, and fashion brand dessert shop extension. Independent Bakery 1). Empire Cake Founded in New York City, Empire Cake The provides various desserts such as fresh-baked cakes, cupcakes, cookies, breakfast pastries, brownies and bars and classic treats. Their custom-designed cakes range from traditional tiered wedding cakes to one-of-a-kind creations for birthdays and other celebrations, corporate events and promotions, advertising and fashion editorials. They have cake consultants who can help you build your dream cake. There is only one store in the New York. (Our Bakery). It is featured on custom design, consultations, diverse clients, wide choices, and unique positioning. The average price for two people is $15. Bakery Franchise 1). Magnolia Bakery Magnolia Bakery was founded in New York City. Its first store opened in 1996. The Bakery is known for its desserts, especially its cupcakes. In addition, Magnolia Bakery was also featured on several TV dramas and movies such as Sex and the City and The Devil Wears Prada. Magnolia has wider distribution in the U.S. including New York, Chicago, Los Angeles, Honolulu, and 12 other international locations. (About Us). It is featured on cupcakes, sheet cakes, classes (Classic Cake Icing, Classic Cupcake Icing), 21 years history, and high reputation. The price range of a slice is $4.506.50. 2). Lady M Cake Boutique Lady M began by selling cakes to New York City’s top restaurants and food establishments in 2002 and opened its first boutique café in 2004. Lady M Confections prides itself on creating the freshest and finest handmade cakes. The brand’s classic and most popular dessert is the Mille Crepes cake. Each of the Lady M boutique café has a minimalist, glossy white appearance. The only color in the store comes from flowers and the cakes on display (Burris). The bakery’s U.S. 12

Starbucks

Empire Cake

3). Starbucks Starbucks was founded in 1971 in Seattle. It is a wellknown American coffee company and coffeehouse chain. The biggest advantage of Starbucks is their large number of locations; it operates 23,768 stores all over the world. The brand is featured on various kinds of coffee, soft drinks and bakery foods. The price range of cake is $2.45-2.95.

Pasticceria Marchesi by Prada

Fashion Brand Dessert Extension 1). Prada Prada’s New Bakery opened on Italy’s Via Monte Napoleone, an upscale shopping street like the Fifth Avenue in the U.S... Miuccia Prada and her husband Patrizio Bertelli bought a stake of the Pasticceria Marchesi; it is one of Milan’s most iconic cafes, founded almost 200 years. It is a historic bakery, renowned for exquisite pastries and cakes. The bakery was designed by architect Roberto Baciocchi, it blends the old-world atmosphere with Prada’s modern aesthetics. (Marchesi) The store is featured on luxury interior design, distinct atmosphere, customer service, and delicious pastries and panettone. There are three stores in Italy. The price of single serving cake is $10.63. (€10) 2). Dior Café Dior is run by Pierre Hermé, which is a wellknown French pastry franchise. It is also Pierre Hermé’s first Pâtisserie in Seoul. The café is located on Dior’s biggest flagship store in Gangnam, Seoul (Jessica, Café Experience). The price of the dessert is $23.38 on average. (€22)

Café Dior

Bakery Franchise Cafe Madand by Hermès

3). Hermes Cafe Madang by Hermès is known for superb quality of service, food and the overall experience. All the tableware, cups, cutlery are Hermès products. (Jessica, Beautiful Experience) The dessert is featured on Hermes decoration. The price of the dessert is $12.22.

Lady M

PRIMARY RESEARCH 4.1 RESEARCH GOALS

xcsvsvsvss SURROUND YOURSELF WITH THE THINGS YOU LOVE. DISCARD THE REST.

Primary research is a great way to validate our Petite Sweets extension, and it also will give us the best chance to succeed in this new product category. There are four main objectives of the research. Firstly, consumers’ sentiment towards Kate Spade’s cake extension is of importance because the feasibility of the extension is determined by customers’ opinions. Additionally, consumers’ brand likeability and their willingness to purchase also needs to be addressed. In addition to that, knowing consumers’ consumption habits and lifestyle is necessary, which means that we could adjust and update our products. Last but not least, it is essential for us to understand the consumer’s information channels regarding dessert shops; in that case, we could choose appropriate methods to promote our new products. 4.2 RESEARCH DESIGN In order to achieve these goals, our research consists of qualitative and quantitative methods respectively. As for the qualitative method, we adopted a focus group and interviewed five people from different backgrounds and with related experience in New York City via face to face, FaceTime and WeChat. For the quantitative research, we chose the online platform Survey Monkey and included 10 multiple choice questions. The questions are classified into six categories: 1.Personal basic information. 2.Measuring potential of brand extension benefits. 3.Consumers’ eating habits. 4.Consumers’ sentiments about the dessert shop. 5.Consumers’ preferences about Petite Cake. 6.Channels about acquiring new information. Our survey focused on females and our objective was to receive at least 100 responses.

Analysis from quantitative research: We received 116 respondents in total, and 58% of respondents are age between 18 to 24. We drew 11 conslusions from the survey result: 1. Most people loved the idea of an in-store dessert shop 2. Kate Spade in store dessert shop would more likely boost store traffic. 3. Consumers care more about flavor, quality ingredients and interior environment. 4. Premium price of $9-12 of one piece of petite cake is acceptable by most of people. 5. People prefer special themed cakes. 6. Many people like cheese, fruit and chocolate cakes. 7. Green tea and strawberry are popular flavors. 8. Most people visit dessert shops to take shopping breaks and meet with friends, therefore our store will be located in busy areas and popular meeting points. 9. The majority of people acquire information through social media, friends and family; therefore, we should focus on social media and word of mouth marketing. 4.3 ANALYSIS AND PRIMARY CONCLUSION 10. Many people learn about new dessert shop when they walk by one, so a great window display plays an Analysis from qualitative research: important role to raise awareness of the brand extenMost people who live in NYC like to do shopping in sion. SoHo. When they have free time, they would go to 11. Coffee and tea not only are customers’ favorites, but Starbucks or a dessert shop to spend afternoon with also align with the Kate Spade lifestyle. their friends or families. They expect Kate Spade dessert shop have special themed cakes every month.

MARKETING STRATEGY 5.1 POSITIONING STRATEGY Petite Sweets’ cakes would have similar design cues with its parent brand Kate Spade’s products, which will maintain brand consistency and become a specialty compared with other competitors. Petite Sweets would be opened mainly in New York City, with 6 stores in the foreseeable future. Its retail price around $9-$12 would be positioned in the medium to high price level in the desserts market. Petite Sweets will take full use of parent brand Kate Spade’s popularity to attract more people. Its design would be made by its parent brand too and win comparative advantages in the market.

5.2 COMMUNICATION OBJECTIVES Our mission is to create awareness and credibility for our petite cake shop. We will put our emphasis on non-traditional marketing strategy because our target customers are mostly young people. We will use billboard, social media, print and public relations but mainly focus on social media. Our advertising and print ads are used to create buzz and develop unique brand image. The goal of social media platforms is to create buzz and discussions among young people. Furthermore, we will hold opening event and invite celebrities to our event. With the divergence of social media, we can attract customers to visit our shop and particularly create the visibility of our new shop and create influence.

5.3 COMMUNICATION MIX Billboard: Our billboard will be displayed in the SoHo, New York. The reason is that SoHo is the one of the most popular shopping and meeting spots in New York Paul focuses not only on the food introduction but recCity. SoHo also receives high exposure particularly ipes of foods. Furthermore, Sweet Paul has both online from our target customers. and physical versions for their readers. The style of Sweet Paul is very appropriate for Kate Spade’s brand Print Media: Our print ads will be placed in two differ- image. ent categories of magazines, fashion and foods. Vogue is a fashion and lifestyle magazine that has a reader- Public Relations: We will hold an opening ceremony ship of 1,296,765 per month. Our target customers and invite celebrities and media to our Kate Spade Peare usually their loyal readers. Sweet Paul is a food tite Sweets Shop. Our goal is to achieve advertising efmagazine that was established by Paul in 2010. Sweet fect through media reporting and coverage. 16

Digital Media: At first, we will launch our video campaign on YouTube to create buzz among our target customers. After, the social media platforms are used to create connections and discussions with our customers. And the video will also be released on Facebook and Instagram in shorter versions. Moreover, we will buy native advertising on the social media platforms. In the search engine part, we will buy pay-per-click to optimize our search results on Google or Yahoo.

5.4 BUDGET ALLOCATION The estimated communications budget of $266,800 is 25% of projected revenue sales ($1,067,200) of Petite Sweets. The budget will be allocated into four parts: outdoor, print, public relations and digital media. Our first store will be located in SoHo, which is located in New York City. Because of high costs, 26% of the budget will be used for Outdoor (Billboard) advertising. Print will also constitute 26% of the budget. Pre

cisely, we mainly selected fashion and food magazines to promote the brand. As for fashion magazine, Vogue is a great choice because it is more widely read by people in fashion. We choose full page and plan to promote 3 months, which will cost around $51,000. As for food magazines, $18000 will be used in the magazine Sweet Paul (full page/ 4 issues). Digital media is the biggest part in our budget, constituting of 37%, and we will choose YouTube, Facebook, Instagram, Twitter and Pinterest to promote. The percentage of the public relationship will account for 11%. 17

MEDIA STRATEGY

6.1 Discipline A (Out of Home Promotion)

ACTIVITY MAP

6.2 Discipline B (Digital)

THE CREATIVE IDEA

7.1

PACKAGING IDEAS

The design of the package is colorful, fun and recognizable with Kate Spade logo in the font. Opening the box, Petite Sweets logo is shown on the inside cover. Each side of the box have printed sayings such as “eat cake for breakfast,” and “We believe in celebrations both big and small” to reinforce the messages that we want to deliver to our customers.

7.2

COMMERCIAL STORYBOARD

The main idea of this commercial is to bring happiness to everyone with a falling gift from the sky. The story starts from many boxes attached to colorful balloons floating up into the sky. Two sudden pops indicate that boxes start to fall. Each gift box with Kate Spade logo on it drop into different people’s life.

Falling gifts bring happiness to different girls in the park, the swimming pool and a fighting couple. The audience are not told what is inside the box until this scene finishes. A small indication was given next by showing a cute dog sniffing the box. Finally, the cakes are revealed in a beautiful picnic scene. The 53 seconds commercial successfully catches audiences’ attention, raises their curiosity and finally makes them feel that a little something sweet from Kate Spade brightens their life!

10.

Cast

11.

Picnic gril 1 Picnic girl 2 Picnic girl 3 Couple (boy) Couple (girl) Biker Swimmer Dog

Olivia Ao Sylvie Baggett Aleyna Moeller Shang Wu Angie Weiss Claire Bakus Ines Bacelo Katie

Creative Director Producer

Angela Peng Fang Ben, Angela Peng, Chelsea Chu

Director Director of Photagraphy Art Director

Fang Ben Chaoyi Zhang Angela Peng

Casting Editor Music Source Assistant

Vicky Lin Zhiming Zhang “Sunny Day” by Joy Williams

Charlie Tsai

12.

7.3

BILLBOARD IDEAS Billboards mainly show different cake designs along with few Kate Spade tableware. The mood of the pictures brings people fresh air, happiness and great appetite. Elements such as the donut swimming ring, balloons and Kate Spade boxes appeared in the commercial are included in the billboards to create synergies between different platforms.

7.4

MAGAZINE IDEAS

Promoting our core product and increase awareness of Petite Sweets are the main objectives for publishing in Sweet Paul magazine. The iconic spade shape cake with playful background designs will appear on the magazine cover. We will also have one page to present delicious cakes, organic ingredients used in production and elegant Kate Spade tableware. The objective in presenting photos in Vogue magazine is different. Associating our cakes with themes like celebration and fashion, allows us to deliver the right messages to target consumers.

7.5

SOCIAL MEDIA IDEAS Photos of cakes, Kate Spade tableware and packages will be posted on Instagram, Facebook and Twitter frequently during product launch time. We will also post behind scene advertising campaigns that remind audiences of our video advertisement.

CLOSING RECOMMENDATION

CAMPAIGN EVALUATION We divide campaign tracking into two steps: during campaign and end of campaign. During the campaign, we do a survey on 350 people around SoHo and 300 readers of VOGUE and Sweet Paul. First, we analyze “how many people have seen the Petite Sweets ad?” and “did they remember the brand’s message?” to evaluate consumers’ ad awareness. The higher ad awareness means more successful the ad is. Secondly, we want to know how strong the brand associations are by asking “when thinking about petite cake, what brands come to mind?” If people have higher brand awareness, it increases the cakes’ sales. Therefore, we hope brand awareness rate hits at least 75%. In addition, we need to know whether the ad increases people’s buying predisposition and we hope the purchase intentions rate hit 50%. At the end of campaign, we will evaluate how digital media create the effective and powerful influence through the number of viewers, followers, likes, times of retweet and visits per day on Kate Spade website and physical store. For example, commercial has over 2 million views on YouTube, Facebook fan page of Petite Sweets acquires over 1 million followers and 1 million likes, the hashtag “KSPetiteSweets” on the Instagram should be used 5,000 times per day on average, Twitter achieves 1,000 times retweet per post, the visits on the website should be at least 10,000 per day, and the visitors of physical store achieve 1,000 on first week. If we can achieve the number of these goals, it means our campaign’s promotion was very successful. Finally, we hope the net sales in Kate Spade 2017 annual report maintain growth. Comparing the net sales of $1.2 billion in 2015 (2015 Annual Report), we hope the success of campaign can help increase the net sales to $1.3 billion in 2017. 32

We believe Petite Sweets by Kate Spade will have a bright future ahead. With revenue coming from the first bakery and additional investment from Kate Spade, an expansion rate of 3 stores per year is completely feasible. We will first expand within New York City, the home base for Kate Spade and Petite Sweets. Once we have Petite Sweets in all 6 New York based Kate Spade stores, we will expand to other major U.S. metropolitan cities such as Chicago, San Francisco and Miami. International expansions will follow naturally, and they will mainly focus on rising markets such as China, Indonesia and Mexico; the rising upper middle class and the correspondingly rising demand for luxury goods and foods in these countries will present great opportunities for Petite Sweets. What is more, Petite Sweets will also increase its product and service offerings in the future. Instead of focusing solely on petite cakes, Petite Sweets will also make custom regular sized cakes for its customers, where customers can select from hundreds of Kate Spade themed cake designs, flavors and ingredients. Select Kate Spade stores will also offer catering services to events such as graduation celebrations, weddings and birthday parties. We think the success of Kate Spade themed cake designs, flavors and ingredients. Select Kate Spade stores will also offer catering services to events such as graduation celebrations, weddings and birthday parties. We think the success of Petite Sweets will enhance Kate Spade’s brand image and bring in additional traffic and sales to the brand, especially the home and tableware departments, where Kate Spade is lacking momentum at the moment. Finally, we recommend Petite Sweets to establish its own production facilities and distribution channels in order to maximize its profits and maintain control over efficiency and quality. In conclusion, Petite Sweets will become a dominant player in the dessert market, and it will benefit the Kate Spade brand in ways beyond our imaginations.

WORKS CITED “2015 Annual Report” Kate Spade & Company. Web. 11 March 2017. http://nasdaqomx.mobular.net/nasdaqomx/7/3507/5006/ “About Us.” Magnolia Bakery. Web. 11 February 2017. https://www.magnoliabakery.com/about-us/ Burris, Paige. “Lady M Confections.” Web. 11 February 2017. http://paigeburris.weebly.com/lady-m.html Jessica. “Seoul: Cafe Madang by Hermès – The Most Luxurious Cafe Experience!” Allermanger. 2016. Web. 11 February 2017. http://www.allermanger.com/2016/04/16/seoul-hermes-cafe-madang/

Chavie Lieber, n.p. , 2016.Web.11 March 2017. http://www.racked.com/2016/3/2/11140414/kate-spade-brand-bags The Company Kate Spade, n.p. , Web. 13 March 2017. https://www.katespade.com/katespade-about-us/katespade-the-company.html The History Kate Spade, n.p. . Web. 13 March 2017. https://www.katespade.com/katespade-about-us/katespade-the-history.html Francine Parnes, n.p. ,2015. Web. 13 March 2017. http://lubbockonline.com/stories/090201/lif_090201054.shtml#.WMcmt4RR1uQ

Jessica. “Seoul: Café Dior by Pierre Hermé – Most Luxurious and Beautiful Experience” Allermanger. 2016. Web. 11 February 2017. http://www.allermanger.com/2016/06/29/seoul-cafe-dior-by-pierre-herme/ Marchesi, Pasticceria. “Prada’s New Bakery.” World of Aerin. 2015. Web. 11 February 2017. http://worldofaerin.aerin.com/article/pradas-new-bakery “Our Bakery.” Empire Cake. Web. 11 February 2017. http://www.empirecake.com/about/ “Starbucks.” Wikipedia. Web. 11 February 2017. https://en.wikipedia.org/wiki/Starbucks “Welcome.” Lady M Confections. Web. 11 February 2017. https://www.ladym.com/cakes/