Press & PR Campaign IED Marketing and Communication Do Yeon Stacey Park
Kate Spade New York was founded in January 1993 as Kate S p a d e H a n d b a g s by K a t e Brosnahan Spade. She was the pioneer of designing cute professional handbags at affordable prices for young professionals.
In 2007, spade turned the reins to design powerhouse Liz Claiborne, inc under Deborah Lloyd as Chief Creative Officer
The following year Craig A. Leavitt joined as Chief Executive Officer to realize the global potential of the brand.
And today under the hands of Lloyd and Leavitt the brand generated A 61% INCREASED TURNOVER OF US$743 Million in 2013. (546 Million euro) (Mellery-Pratt, 2013)
Kate Spade New York has over 200 STORES WHERE OVER 100 ARE FOREIGN STORES Though they are not yet distributed in Italy. The only European countries they have store are UK, Germany, Paris, Greece, Belgium and Turkey.
OBJECTIVES (TRADITIONAL) - To achieve optimal Italian press appearance at the store event in order to communicate the best of Kate Spade out of the Press. From the store event we should gain: - 7 Print magazine editorials (mentioning new store opening) - 6 Trade Media editorials - 8 Bloggers mentioning
Opening date:
Monday 9th March 2015
The choice of the date considers: The delivery timing of SS15 – to showcase Kate’s return collection After the Fashion week period – to maximize coverage
LOCATION
Between Duomo (touristic area) and the high fashion streets near Michael Kors (competitor)
COMPETITORS
KATE SPADE NEW YORK CONSUMER
She is a Young professional in a city, perhaps in the public eye, maybe a writer, or a program director at an organisation. She loves ART and entertainment, is TREND conscious and FASHION forward, she cares about QUALITY and always CURIOUS with a FUN attitude.
Demographics Aged between 18~35 High level of education Stable disposable income Living in urban cities
What type of media are Italian consumers within her target updated with? and read for fashion advice and inspiration? Most common examples
Fashion Magazines Vanity Fair Nylon W marie claire Flair Elle Glamour Grazia Gioia Io Donna Velvet D La Repubblica Vogue Italia Allure
Fashion Blogs Theblondesalad La pinella The ChiliCool Chiarabiasi M.O.M.A style blog Scent of obsession The fashion fruit MY free choice Social Media Facebook fan page Twitter follows Instagram follows Tumblr
Fashion Websites Style.com Vogue.it Fashionmagazine.it Vanityfair.it Fashion Trade Media WWD Business of fashion Pambianconews.com Newspapers Repubblica Corriere della sera Il Sole 24 Ore
To create news for the press in order to maximize coverage an exclusive event will take place to host them in order to showcase Kate Spade New York SS15 collection in a creative way. Famous fashion photographer Tim Walker will host an open photography session where the guests will be exposed to the mood and ambience of the shoot of the campaign taken in store, that will likely deliver the exact first impression towards the Italian Press of Kate Spade New York. EVENT DATE: 23rd February 2015 The event will take place 2 weeks prior to the opening of the store for the reasons for allowing time for the news to spread before another vibe when the store actually opens. Milan fashion week – the last days of Milan Fashion Week making sure that all Italian Press and Bloggers are in Milan when the event takes place. So that there is maximum presence of Italian press invited to the store event Last day of Milan fashion week - coverage of the store opening has more potential after all fashion show coverage is over
Especially the fact that Kate Spade who left the brand in 2007 will return for SS15 will create a story of her return initiative for solely opening in Milan as the timing of the store opening corresponds to the sale launch of the SS15 collection. This should drive exclusively and appreciation.
Collaboration with TIM WALKER For their in store event
Tim Walker’s past creative settings
Creative back drop telling the story of Kate’s return – back to the beginning The choice of props to show a strong story of the brand from when it was founded
COMMUNICATION BEFORE THE EVENT
IN STORE EXCLUSIVE EVENT COLLABORATION WITH TIM WALKER FOR THE PRESS
INVITATION
Front side
SAVE THE DATE
Back side
PRESS RELEASE Press release about Kate's return to the brand for SS15 and the collaboration with Tim Walker will be written separately and sent out to the 2 main players in Press to give them the exclusivity privilege as well as giving the brand more than one media coverage. Press Release February 2015
Press Release February 2015 Kate Spade returns for the store opening in Milan
Tim Walker event for Kate Spade’s return for store opening in Milan
The exuberant American fashion brand Kate Spade New York, announces the launch of their first store in Milan with the return of the initial founder Kate Spade herself. Locating in the heart of the city within the shopping wonderland of piazza San Babila, the 185 square metre store will open on the 9th of March 2015.
The exuberant American fashion brand Kate Spade New York, announces the launch of their first store in Milan with the return of the initial founder Kate Spade herself in collaboration with Tim Walker for a special in store event one week prior to the opening of the store. The event will take place in their new store that is to be located in the heart of the city within the shopping wonderland of piazza San Babila on the last day of Milan fashion week, 23rd of March 2015.
Kate Spade who made a revolution in designing ‘cute’ handbags back in 1993, left the brand in 2007 putting the brand into the hands of talented CEOs Deborah Lloyd and Craig A. Leavitt. Lloyd and Leavitt have successfully expanded the brand worldwide locating stores in countries like Japan, China, Mexico, Turkey, Brazil and Australia, making it a $750 million US dollar fashion brand. Sales growth have risen dramatically in the last six years from $91 million to $750 million. There is now talk of reaching $1 billion by 2016. As of 2013 there were 205 Kate Spade New York stores in 20 countries including 171 full price stores and 46 outlet stores. The company projects that by 2016 Kate Spade New York will reach 475-550 company-owned and partnered owned stores worldwide with 250-300 in North America. Lloyd and Leavitt have surely revived the success of the brand and now they believe it is time for the return of the initial designer to make a come back to the brand reinforcing the brand’s heritage and DNA. Kate Spade New York’s debut in Milan is all about showcasing the successful brand back in the hands of a creative director Kate Spade. She will personally design the store interior and the collection for the Spring Summer 2015 to showcase in the new store. The new store will be the first store location to showcase Kate Spade’s return collection. Craig A. Leavitt commented that “I am most appreciating Kate’s return to the brand, as the founder she has created synergy in the past that can be revived with her return” he added later “ I too look forward to her return collection that will be first shown at the fashion capital city, Milan” The successful CEO is in hand with the excitement for the Milan opening. The first opening of the brand’s store this March just after fashion week in Milan will surely be highly anticipated.
Live colorfully,
With the successful expansion of the brand worldwide, locating stores in countries like Japan, Brazil and Australia, making a $750 million US dollar turnover in 2013, Kate Spade takes the next step to collaborate with famous fashion photographer Tim Walker in order to host an event for their special guests and press to showcase Kate’s return collection in a creative way. Kate Spade New York’s debut in Milan is all about showcasing her new SS15 collection for the first time in a new store. In celebration of her return, photographer Tim Walker will host an open photography event, shooting Kate Spade’s SS15 campaign. CEO Deborah Lloyd says “The invited guests to this exclusive event will be exposed to a photography session, visually contacting with the scene Tim Walker will create to tell the story of Kate’s return that will surely be packed with creativity and the Kate Spade ambience.” The store over 180 square meters in size will occupy a 6 metre backdrop wall decorated as a setting for the campaign where consumers will be most welcome to explore after the grand opening to the public. Fashionistas and fans will be able to follow the exclusive event on video online 24 hours after the event via Kate Spade’s Website and Facebook page. The exciting creative event with Tim Walker and Kate Spade herself in the new store location prior to the opening of the store this March in Milan will surely be highly anticipated.
Live colorfully,
Tim Walker regarded as a top fashion photographer born in 1970, England.
For press inquiries, please contact:
For investor relations inquiries, please contact:
Johanna Saum Director of Public Relations kate spade new york jsaum@katespade.com 212.739.6556
Robert J. Vill Senior Vice President – Finance and Treasurer Kate Spade&Company rvill@fnpc.com 201.295.7515
is known for his very British, fantastical and whimsical photo shoots for clients such as British and Italian Vogue. Extravagant staging and romantic motifs characterize his unmistakable style. For press inquiries, please contact:
For investor relations inquiries, please contact:
Johanna Saum Director of Public Relations kate spade new york jsaum@katespade.com 212.739.6556
Robert J. Vill Senior Vice President – Finance and Treasurer Kate Spade&Company rvill@fnpc.com 201.295.7515
TARGETED PRESS - MAILING LIST OF MAIN PLAYERS TO BE CONTINUED AND ADDED AS MUCH AS POSSIBLE
COMMUNICATION ON THE DAY OF THE EVENT
INTERVIEWS WITH KATE SPADE AND PHOTOGRAPHER TIM WALKER
During the in store event there will be break periods for the photographer and models, in this time the press can interview Tim Walker and Models if they wish. Kate Spade will be available the during the whole event to take interviews. All interviews can be taken in a quieter place situated inside one of the rooms with the convenience of chairs and table.
PRESS KIT
A Press kit will be given out to the press on the day of the exclusive store event with Tim Walker. The press kit is designed with the inspiration of Kate’s original mission to offer organisation and perfection in handbag designs. The materials in the Press Kit take a step further by offering not only the information of the brand but also items every young professional should carry inside their bag for ultimate organisation and perfection.
The essential items, to name a few: Card holder Handkerchief Band-Aids Post-it
COMMUNICATION AFTER THE EVENT
CURRENT STRATEGY - Success of her videos Kate Spade New York is a major player in communication via videos on Youtube. They use Youtube to distribute their brand in short films through the same way they use the voice of the twitter account. “The non-promotional updates help build customer loyalty and understand the message the brand wants to convey.� (Galante, 2012) Cecilia Liu, digital marketing manager at Kate Spade New York, says that video had long been on the back burner for Kate Spade before it released its first "major" video in the spring of 2009. It wasn't until Kate Spade's ecommerce business started to take off that the opportunity to make campaign images "more alive, interesting and interactive ... through video" became clear, she says. (Indvik, 2011)
From 3 years ago with avg 30,000 views to early this year of avg 300,000 views 10 times better result
“Social media is a great platform for our brand voice”, Beech said, Instagram illustrates glimpses behind-the-scenes. Twitter messages focus mainly on the brand Kate Spade’s lifestyle. (Lazarus, 2014) “Quick and curious and playful and strong” is the Kate Spade motto. Through Instagram, the Kate Spade brand utilizes their motto with visual storytelling. A colorful array of photographs showcasing products and what it means to be “Kate Spade” adorn the Instagram feed. The same tone of voice is used in the small photo descriptions with a great use of hashtags that overlap to Twitter. (Makinnon 2013) Kate’s use of special hashtags to gain consumer insight allowing customers to discuss something they love on Twitter, and then Kate Spade can follow the hashtags to find more consumers’ tastes. This is a virtual space that Kate Spade calls “Our gallery of inspirations, curiosities, and other fascinations.” (The Social Lights®, 2014)
Importance of all channels integration and synchronization to create synergy They carry their brand character across all of their social channels. They are always updating their social accounts with colorful Kate Spade patterns to get you excited about the newest collections.
Curator Consumer
9GAG
Trend of where consumers create content and share on social media, such as ‘selfies’ in front of favored brand stores. Consumers believe the content communicated by the consumers on social networks more than the actual advertisements of the brands
Over 3.7 million visits this May!
Italy 10th country in Europe For 9GAG viewers
Photo content is viewed the most on Facebook
76 percent of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration. (Social Media Examiner: 2014)
DIGITAL RESEARCH
2 billion video views per week are monetized on YouTube, and every auto-shared tweet results in six new YouTube browsing sessions (ReelSEO: 2014)
30 million Facebook users share videos
Video
More than 1 billion unique users visit YouTube each month, spending more than 6 billion hours watching videos, 80% of YouTube traffic comes from outside the US According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network (YouTube: 2014)
(Alexa.com, 2014)
OBJECTIVES (DIGITAL) - To reach 200,000 views on the store event video on Youtube - To increase website visits by 20% - To generate more fans on social media by 15% with weekly 9GAG memes for 4 weeks prior to opening.
9gag is a meme-sharing website set in Hong Kong but hosted in the United States. It was launched in 2008.
9GAG GOLDEN RULES 1. 9GAG is just for FUN. 2. 9GAG is JUST for fun. 3. Get Involved. 4. If you’re funny, you get Likes. 5. Respect creativity. 6. Moderate your content.
9GAG redefines the internet of fun. It is the simplest way for everyone to publish, collect and share fun. Unlike ordinary fun sites which are full of disturbing ads, 9GAG aims at spreading happiness to the world in an elegant way. This website allows animated ads. (Buysellads.com, 2014)
– fun way of advertising without pushing the advertisement Corresponding with “fun” value of Kate Spade New York – unconscious advertising through fun
Example of the first meme on the left Every meme will slowly direct and promote the store opening in Milan.
COMMUNICATING ON HER EXISTING SOCIAL MEDIA
PUBLIC VIDEO ON YOUTUBE – OF THE EXCLUSIVE EVENT
Since Tim Walker’s open photography session is exclusive to the Press. During the event footage will be taken for the purpose of editing and releasing online on social networking channels soon after the event. To encourage maximum spread of the video all social channels will support each other just like Kate Spade New York is currently successful in doing.
EDITORIAL CALENDAR
9GAG MEMES Will be published twice a twice on the busiest days of the week for 9GAG TWITTER TWEETS Tweets suppor@ng the releases of 9GAG memes and the video
FACEBOOK POSTS Facebook 1 – original posts of Kate Spade’s weekly posts about the brand and the products, twice a week Facebook 2 – the post of the video and 9GAG on FB Facebook 3 – posts about the video suppor@ng its spread, on average 3 @mes a week
INSTAGRAM POSTS Instagram 1 – original posts of Kate Spade’s weekly posts about the lifestyle at Kate Spade New York office, twice a week Instagram 2 – the post of the 9GAG on Instagram Instagram 3 – 15 second repost of parts of the video
*Each channel should support each other and the layout should correspond to the image of Kate Spade*
Back drop wall remains for the consumers to see in store - Making use of the ‘CURATOR CONSUMER’ nature. Consumers will be driven to take Instagram photos of them modeling an outfit they in store for a competition to win what they modeled, continuing the vibe on social media.
THANK YOU
BIBLIOGRAPHY Indvik, L. (2011). How Leading Fashion Brands Are Embracing Online Video. [online] Mashable. Available at: h@p://mashable.com/ 2011/11/14/fashion-‐online-‐video-‐youtube-‐markeLng/ [Accessed 1 Jun. 2014] Mellery-‐PraV, R. (2013). Can Kate Spade Become a $4 Billion Business? -‐ BoF -‐ The Business of Fashion. [online] BoF -‐ The Business of Fashion. Available at: h@p://www.businessoffashion.com/2013/11/can-‐kate-‐spade-‐become-‐a-‐4-‐billion-‐business.html [Accessed 30 May. 2014]. Lazarus, N. (2014). Kate Spade’s CMO: ‘ The Customer Has a Voice and So Do We’ -‐ PRNewser. [online] Mediabistro.com. Available at: h@p://www.mediabistro.com/prnewser/kate-‐spades-‐cmo-‐the-‐customer-‐has-‐a-‐voice-‐and-‐so-‐do-‐we_b87097 [Accessed 1 Jun. 2014]. (The Social Lights®, 2014)Bibliography: The Social Lights®, (2014). Kudos to Kate Spade!. [online] Available at: h@p://www.thesocial-‐ lights.com/kudos-‐to-‐kate-‐spade/ [Accessed 26 May. 2014]. Rosalee MacKinnon, (2013). Kate Spade and Social Strategy. [online] Available at: h@p://rosaleemackinnon.wordpress.com/ 2013/04/23/kate-‐spade-‐and-‐social-‐strategy/ [Accessed 2 Jun. 2014]. Buysellads.com, (2014). AdverLse on 9GAG | BuySellAds. [online] Available at: h@ps://buysellads.com/buy/detail/19737 [Accessed 1 Jun. 2014].Youtube.com, (2014). StaLsLcs – YouTube. [online] Available at: h@ps://www.youtube.com/yt/press/en-‐GB/ staLsLcs.html [Accessed 3 Jun. 2014]. Rosensteel, S. (2013). Why Online Video Is Vital For Your 2013 Content MarkeLng ObjecLves. [online] Forbes. Available at: h@p:// www.forbes.com/sites/seanrosensteel/2013/01/28/why-‐online-‐video-‐is-‐vital-‐for-‐your-‐2013-‐content-‐markeLng-‐objecLves/ [Accessed 29 May. 2014].Social Media Examiner (2014). Social Media Market Industry Reports [online] Social Media Examiner. Available at: h@p://socialmediaexaminer.com/ socialmediamarkeLngindustryreport2013.pdf [Accessed 20 May. 2014] Alexa.com, (2014). 9gag.com Site Overview. [online] Available at: h@p://www.alexa.com/siteinfo/9gag.com [Accessed 27 May. 2014].