New York Girl
New York Girl Mission Statement Utility, wit and playful sophistication are the hallmarks of Kate spade New York. As our world expands, our graceful, exuberant approach to the everyday is evident in every category we enter, from handbags and clothing to jewelry, shoes, stationery, glasses, baby and home. We celebrate creativity and individual expression through wearable fashion and fashion forward accessories for everyday life.
New York Girl Vision Statement
Our vision is to expand Kate Spade New York into an exciting and vibrant lifestyle brand available to anyone passionate about sophisticated style and fashion. To continue being innovators of timeless fashion with and edge.
Social Responsibility Statement Kate Spade New York Girl believes in the magic that comes from nurturing children’s creativity and is a proud partner of the International Child Art Foundation. The International Child Art Foundation is a pioneer in developing children's creativity and empathy and in creating public awareness about the rights of the child to be creative and empathic. Since 1997 ICAF has served as the leading art and creativity organization for American children and their international counterparts. They provide free innovative programs and creative experiences that expand their borders and invite them to explore their world and their place in it. They also focus on the child in the adult, providing opportunities to rediscover one's lost creativity by connecting with children's imagination and art.
New York Girl Customer Profile Geographic: Region: Midwest, South, North City Size: Up to 100,000+ Urban/Rural: Urban Climate: Hot, Temperate Demographic: Age: 10-‐12 Gender: Female Family Life Cycle: Living with an adolescence Household Size: 2 or more persons Income: $45,000-‐$100,000+ Education: Junior high school or less Occupation: Student Socio-cultural: Culture: American Religion: Christian, Catholic, Jew Ethnic Background: African American, Hispanic, European, Oriental Psychographics: Social Class: working class, middle class Personality: energetic, outgoing, and happy Lifestyle: busy Consumer Behavior: Benefits Desired: convenience, fashion-‐forward Store Loyalty: divided Brand Loyalty: none User Rate: medium, heavy User Status: current user Usage Situation: school, social outgoings Media Situation: books, magazines, TV
New York Girl
Customer Narrative I woke up this morning to the smell of mommy’s perfume as she nudged me to get up for school. I put the pillow over my head and begged her to let me sleep for 10 more minutes. Finally I got out of bed and showered. I looked inside the closet even though I had already set my clothes out the night before. It wasn’t fair. I had really cool clothes but I had to wear a uniform to school every day. Mommy said the school board made all the kids wear uniforms because every kid couldn’t buy really cool clothes like we could. Mommy said I could make my uniform different from everyone else’s with fun accessories. After putting on my uniform I looked in my drawer and took out my bright pink socks with rainbow colored stars and paired them with my black sequin ked gym shoes. I was putting on my glitter star earrings when I heard mom calling me to get my hair combed. I asked her if I could where my hair down so everyone could see my pink and purple braid extension that I begged her to let me put in. She said that I could where it down as long as I didn’t let anyone play in my hair. As soon as mom was done with my hair I raced to the kitchen to eat a bowl of Fruity Pebbles, my favorite cereal in the whole wide world, and watch an episode of That’s So Raven before it was time to leave out for the bus. After eating my cereal mom said I needed to hurry so I would not miss the bus. I ran upstairs to give mom and dad a kiss goodbye and grabbed my iPod.
As I was running down the street to the bus stop, I listened to my two favorite singers, Selena Gomez and Willow Smith, on my iPod. Willow was so cool. She had the cutest clothes and the weirdest hair. Mom said it was a little too crazy for a nine year old, but I wanted my hair to be just like hers. School was always fun but my favorite part of the day was art class and recess. During recess my best friend Elaina and I looked through old fashion magazines that our mom’s let us have, and would point out the pictures we liked best. After recess my class always went to art class. It was Friday and I was so excited because my art teacher Ms. James let us draw whatever we wanted on Fridays. I remembered the pretty models wearing fancy clothes in the magazine. I pretended one of the models was going to a big fashion show and didn’t have anything to wear. I made drawings of three outfits for her to choose from. When I got home I was so excited to show mom and dad my drawings from art class. They both said they were beautiful and told me to me hang them on the refrigerator with some magnets. Then mom asked if I had any homework to do over the weekend. After doing my homework mom told me to wash my hands for dinner. We were having spaghetti, my favorite. After helping dad clear the dinner table I decided to play a game on my Nintendo wii. I played the wii for the rest of the night until it was time for bed. As mom was tucking me in for bed I told her that one day I was going to design beautiful clothes and fun accessories. She gave me a kiss on the cheek and said I could grow up and be whatever I wanted.
New York Girl
Assortment Classification 1 YEAR 1. 2013 2. 2014 3. 2015 2 SEASON A. B. C. D.
Spring Summer Fall Winter
3 BAG TYPE 1. 2. 3. 4. 5. 6. 7.
Universal Case Wristlet Wallet Saddle Tote Messenger Duffle
4 COLOR 1. Purple/Blue Multi 2. Purple 5 SIZE A. B. C. D.
Small Medium Large Extra Large
New York Girl Style Numbering System 1C11A 1C21A 1C31A 1C42B 1C41B 1C52B 1C51B 1C62C 1C61C 1C71D 1C72D EXAMPLE: 1C12A 1 2013 2 FALL 3 UNIVERSAL CASE 4 PURPLE 5 SMALL
New York Girl
Brand Identity Sophisticated Utilitarian Whimsical Distinct Characteristics •
Engraved logo with consistent lettering style through each collection • Bold colors paired with timeless elegant silhouettes Selling Appeal
Kate Spade New York Girl takes a youthful approach on the Kate Spade sophisticated aesthetic to create styles that are timeless yet current. Customers are drawn to the bold colors and designs that are paired with classic silhouettes. When customers wear Kate Spade they feel well put together and effortlessly chic. Customers are willing to invest in Kate Spade pieces because they know they are getting high quality merchandise that has a long life span.
Geographic Retail Locations Illinois Kohl’s-Bucktown(#725) 2140 N. Elston Ave. Chicago,IL 60614 California Kohl’s-Moreno Valley(#1125) 27200 Eucalyptus Drive Ave. Moreno Valley, CA 92555 New York Kohl’s-Colonie(#692) 1814 Central Avenue Albany,NY 12205 Kohl’s-Westchester(#1385) 8739 Sepulveda Blvd Westchester, CA 90045
New York Girl Production Calendar
Step 1 September Research Market Step 2 October Begin to design and sketch Step 3 November Swatch and begin making samples Step 4 December Create sample collection/editing Step 5 January Marketing/major production begins Step 6 February Marketing/major productions continue Step 7 March Major productions/in-store promotions Step 8 April Shipping/in-store promotions Step 9 May Major productions Step 10 June Release orders Step 11 July Store set up Step 12 August Store set up
New York Girl
Sales Thru In Units 1 INTRODUCTORY
30%
Beginning On Hand Sales Ending On Hand
200 60 140
2 MAINTENANCE
50%
Beginning On Hand Sales Ending On Hand
140 100 40
3 CLEARANCE Beginning On Hand Sales Ending On Hand
20%
40 40 0
New York Girl
Marketing Budget Plan
TOTAL WHOLESALE: $5,723 NUMBER OF STORES: 20 % MARKETING BUDGET: 15% MARKETING BUDGET: $5,723 X 20 X 15% = $17,169
New York Girl Marketing-Introduction Phase Objective: To inform customers about the launch of the Kate Spade New York Girl brand for Kohl’s Strategy: Kate Spade New York Girl launch party Tactic: The launch party will take place at Kohl’s store locations in Chicago, New York, and Los Angeles. This event will be during store hours and will be three hours long beginning promptly at 12pm and ending at 3pm. The designer Kate Spade will be attending the launch party held in Los Angeles and available to greet and take pictures. There will be a fashion show held at each launch party featuring children models from the Wilhelmina Modeling Agency. Each model will be wearing a featured look from the Kohl’s Girls Department paired with one of the bags from the Kate Spade New York Girl collection. The first fifty guests to arrive at each event will be entered into a raffle for a chance to win one piece from the Kate Spade New York Girl collection retailing $50 or less. Control Method: Customers will need to make a purchase of $50 or more in order to be entered into the raffle for a chance to win one piece from the collection retailing $50 or less.
Objective: To create a buzz around the launch of the Kate Spade New York Girl brand for Kohl’s. Strategy: Create a social media Facebook page and Twitter account Tactic: The Facebook page will include three digital photo albums. The first album will feature pictures of items in the collection. The second album will feature pictures taken from press and media coverage. The third album will feature advertisements of the Kate Spade New York Girl collection. There will be a biography section on the Facebook page that will give a brief description of what the Kate Spade New York Girl is about. The Facebook page will also include a link that will direct visitors to a section of kohls.com where the collection is available for online purchase. The Twitter account will include a profile picture of the Kate Spade New York Girl brand that will be regularly rotated to different pictures featuring the collection. Each day new tweets will be posted that will give twitter followers updated about the latest news about the collection. Control Method: Facebook users will be able to visit the Kate Spade New York Girl page without any privacy restrictions, but will need to be added to the friend list for new statuses to be included in their daily newsfeed. Twitter account holders will need to follow Kate Spade New York on Twitter to view the latest tweets about the brand.
New York Girl
Marketing-Maintenance Phase Objective: To increase global awareness about the launch of the Kate Spade New York Girl brand for Kohl’s Strategy: Teen Vogue advertisement Tactic: The September issue of Teen Vogue will feature a one page advertisement of the Kate Spade New York Girl Collection. Each item from the collection will be featured in the advertisement. The notes from the editor section will include descriptions of each item and the retail prices. Control: The advertisement will include $5 of Kohl’s Cash that must be used in 30 days. Objective: To create loyalty to the Kate Spade New York Girl brand Strategy: Bach to School Sales Event Tactic: There will be a three day sales event beginning on Friday and ending Sunday that will be held at each of the retail locations. The sale will be for 25% off the messenger bag or duffle bag with the purchase of a universal case at full price. Control: Customers are allowed to use up to $5 of Kohl’s cash for purchase Objective: To maintain a social media following Strategy: Facebook and Twitter Tactic: During the maintenance phase of business the Kate Spade New York Girl Facebook page and Twitter account will feature pictures taken during this period and current newsfeeds and tweets that reflect current activities with the brand.
New York Girl
Marketing-Clearance Phase Objective: To reduce inventory and entice customers to buy every piece from the Kate Spade New York Girl collection. Strategy: Bag register raffle Tactic: There will be a contest for a chance to win a $1000 shopping spree for Kohl’s. To enter into the raffle customers must purchase the most expensive item in the collection, the duffle bag, and register their bag at katespade.com. The raffle will be open for the last three weeks of the maintenance phase. There will be three winners for the raffle; one winner will be selected at the end of each week. Control: In order to enter the raffle customers will need a secret pass code that will be on the purchase receipt only if Kohl’s cash is not used towards the purchase. Objective: To reduce inventory and create a buzz about the next Kate Spade New York Girl collection to be featured
New York Girl STRATEGY
1
2
3
4
5
6
7
Launch Party Create Facebook and Twitter account Teen Vogue Ad Back to School Sales Event Update Facebook and Twitter Bag Register Raffle Update Facebook and Twitter
TACTICS
Book Photographer Cast 3 Models Book DJ Create Account Upload Picture Albums Write Brand Biography
PERSON RESPNSIBLE
BUDGET
COMPLETION DATE
Marketing Manager Marketing Manager Events Coordinator
$3000 June 31 $450 $500
$0
September 31
Contact Magazine Photograph Product Turn in layout Ad to magazine
$4000 June 15
Inform customers about Event
Upload new pictures Update statuses and tweets
$0
September 1rst
Post contest details to website Inform customers about contest Choose 3 contest winners
November 15th $3000 $0 November 1rst
New York Girl
Group Overview Small Accessory Items
New York Girl Group Overview Medium Bag
New York Girl Group Overview Large Bags
New York Girl Line Sheets
New York Girl Press Kit
New York Girl
News Release Contact: Kohl’s Public Relations and Communications Te1: 615-‐832-‐9175 PublicRelations@kohls.com Fax: 615-‐532-‐6715 For Immediate Release Saturday August 23, 2013
Launch Parties for Kate Spade New York Girl Fall 2012 Bag line for Kohl’s This season’s fall 2013 Kate Spade has collaborated with Kohl’s retailer to produce a diffusion line of bags for young girls. Three launch parties will held in three of the 20 retail locations which the line will be carried. Kate Spade will be attending the launch party in New York. The three launch shows will be an in-‐store event open to the public beginning at 12 noon to 3pm. This exciting new collection features color blocked versatile bag designs perfect for a young fashionista. There will be a fashion show with children models from the Wilhemina Modeling Agency along with a chance to enter a bag raffle of $50 or less for the first 50 guests. The designs take a fresh new approach to the utilitarian and whimsical aesthetic of the designer Kate Spade. “We are so excited to collaborate with such a noted designer in the accessories industry such as Kate Spade. Our core customer is a busy working woman who loves being fashion forward at an affordable price, now her daughter we will be as fashion forward as she is.” Notes Design chief of Staff
Biography of Designer Janae Aye was born April 19, 1990 to Sylvester and Jacqueline Aye in Chicago, IL. Janae was the third of four children; having two older sisters and one younger brother. She spent most of her childhood growing up in the south suburbs of Chicago. During her childhood she frequented the downtown Chicago area, where she would always get excited about the fast pace of the city and was inspired by the artistic atmosphere. While attending high school she began to develop a love for the world of fashion. This love for the industry later grew into a direction that she would take for a career choice. Janae Aye is an aspiring fashion jewelry and accessories designer with an eclectic aesthetic for statement accessories. She is completing her undergraduate studies in fashion business at Columbia College Chicago and will be graduating in December 2012.