table of contents client profile...................................................................................................................1 creative brief..................................................................................................................2 SWOT analysis................................................................................................................3 expanded target market....................................................................................................4 mood board....................................................................................................................5 textures..........................................................................................................................6 competitor analysis.........................................................................................................7 style guide......................................................................................................................8 logo design.....................................................................................................................9 print ad........................................................................................................................10 media/ merch................................................................................................................11
client profile company name kate spade
about the company
industry fashion
kate spade new york has over 140 retail shops and outlet stores across the United States, and more than 175 shops internationally
strengths and core competencies
mission, vision, goals
products/services
kate spade new york strives for bold colors, patterns and graphic prints with a chic flare. all products are to be made with high quality. kate spade new york wants women to be confident, passionate and strong willed while expressing their own personal style with a bit of sass
handbags, wallets, clothing, shoes, jewelry, desk & stationery
tone/current design style used
target audience
niche
women 21-35, college educated, fashion forward, city living, single or in a relationship
urban/city, fashionable business women
strong brand name, creativity and design
kate spade uses bold colors and patterns with a simplistic logo on their products
1
creative brief background/overview in 1993, kate brosnahan spade set out to design the perfect handbag. debuting with just six silhouettes, she combined sleek, utilitarian shapes and colorful palletes in a new way. In 2007, deborah lloyd became president and launched clothing and jewelry collections followed by bedding, legwear and fragrance.
unique selling proposition kate spade is a global lifestyle brand that aims to inspire colorful living through all of the products they offer.
objective/purpose/goals kate spade aims to have the trendiest handbags with many options of graphic prints and colors so every girl can creatively express themselves with various kate spade products.
words that describe the visual appearance you want to achieve eye catching, luxury, high-quality, posh, chic
taglines people will stare, make it worth their while.
2
strengths
weaknesses
diverse products social media presence brand loyalty unique marketing
limited brand awareness customer service narrow target market
swot analysis
opportunities
threats
growth in e-retailing growth in footwear expand target market
market competition rising cost of employees counterfeit purses
3
expanded target market
name chelsea golding
age 25
location chicago, il
income level $70,000
occupation famous travel writer/blogger
social class upper middle class
education bachelor’s degree
marital status single
mini bio chelsea is a 20-something fun loving and adventorous city girl who is always itching to explore a new place. her popular travel blog is an outlet for her to express all of her amazing travel experiences in a honest way. her favorite part about being a travel writer is stayin in luxurious hotels all over the united states.
hobbies traveling, reading, writing, dancing, shopping
4
mood board
5
textures
6
competitor analysis
coach, michael kors and kate spade all produce high quality hand handbags at similar prices. the fashion industry is highly competitive and each of these competitors offer a full handbag line like kate spade in addition to many similar accessories.
michael kors is kate spade’s top competitor, having watches more popular than kate spade’s and a competitive high quality handbag line as well.
coach is less of a threat because all the discounting and price reductions they have done in recent years has hurt their “luxurious” image, but they are still a dominant brand in the handbag and fashion industry.
7
style guide
Black CMYK: 0, 0, 0, 100 RGB: 35, 31, 32 HEX: 231F20 Red CMYK: 0, 99, 100, 0 RGB: 35, 0, 0 HEX: 230000 Dark Grey CMYK: 55, 55, 48, 19 RGB: 112, 101, 104 HEX: 706568
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logo design
full logo
abbreviated logo
9
print ad
10
media/merchandise
11
contact info: darbi ellis dellis870@flagler.edu