Kendra Scott Fragrances A BRAND EXTENSION
FASM 311 New Media Methods Professor Oscar Betancur Jenna Hepp https://indd.adobe.com/view/c59ab6c7-f09a-47f9-b032-4c5122e4e0b7
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CONTENTS 03 13 25 29
RESEARCH MARKETING LOCATION RENDERS
(CLICK ON THE NUMBERS TO GO DIRECTLY TO THE CATEGORIES) BACK PAGE
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RESEARCH
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VISION STATEMENT Kendra Scott provides the modern woman with refined jewelry, homeware, nail lacquer, and most recently, candles. The next step is to continue in the direction of scent with the creation of a Kendra Scott fragrance line. A fragrance that embodies the sophistication of the Kendra Scott woman will establish the ultimate connection to the brand. The wearer never physically takes off this product; it is effervescent. With a complete marketing and distribution plan, the Kendra Scott fragrance will smoothly integrate into their merchandising. Included in the launch of the fragrance, Kendra Scott will be hosting a Pre-Launch Event to create buzz.
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INSPIRATION
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BRAND ANALYSIS At Kendra Scott (KS), a unique array of accessories is offered including jewelry and home collections, as
well as nail lacquer. KS has been
developing their lines, beginning with pure jewelry then expanding to home decor and most recently, candles. The company’s foundational building
blocks have been the three pillars of Fashion, Family, & Philanthropy.
“Versatile” “Intricately designed” “Sophisticated“
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“Fresh”
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BRAND POSITIONING
Kendra Scott (KS) has many advantages over their
Key Competitors: Baublebar
Charming Charlie Kate Spade
Alex and Ani Fancescas Pandora
competitors. The company offers customization of their products with their Color Bar available in-stores and
online. Each location is inviting and friendly and has unique offerings for customers such as champagne
while shopping, cookies, cupcakes, or some other fun food. This encourages shoppers to spend more time in-store. KS also offers smart promotions to bring
custoemers in. As a company, Kendra Scott focuses
on philantrhopy, holding multiple events such as the Kendra Cares Program, Kendra Gives Back Event, and the October Giveback Event.
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HIGH QUALITY
LOW PRICE
HIGH PRICE
PERCEPTUAL MAP BACK PAGE
LOW QUALITY
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TARGET MARKET
+Superior quality for a decent pricein the upper range of affordable and therefore a broad range of customers including all generations & all income levels +Includes women of all ages +Philanthropist +Men shopping for significant other +Friends or family looking to buy a meanignful gift +Admirers of intricately designed products
“The KS target audience is a personality, not an age, fashion-forward, and full-of-life!� -Kendra BACK PAGE
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Elena Meet Elena. She is 21 and three years into her journalism degree at University
of Missouri. Freshman year, Elena
joined the Sigma Chai Sorority and realized that she has a passion for
philanthropy. Always fashion forward
for her sorority events, she likes to try out fun accessories and bright colors in her wardrobe.
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Harrison Meet Harrison. At age 34, he is no stranger to shopping
for his wife. Rather than wasting his time
wandering from store to store looking for a gift, he has whittled his options down to a
few amazing stores, inluding Kendra Scott.
Harrison knows he can count on the helpful
staff and tasteful selections to find something his wife of 6 years will love. Living in Boulder,
Colorado has given him a taste for adventure, ranging from hiking in the summers to snowmobiling in the winters. BACK PAGE
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Beth Meet Beth. Beth is a traveled woman and after following
her husband of 34 years around the world for
his corporate job, they have finally settled down in Athens, Georgia. She is sixty-something but
will never give her exact age to those who ask. Rather than let her fashion deteriorate with
age, Beth has chosen to maintain her style. Her wardrobe consists of taasteful, versatile pieces that are both affordable and beautiful. She is
a published novelist and currently working on her second book. BACK PAGE
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MARKETING
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March 10-19 +South by Southwest: Sponsored Soiree of Emerging Talent
April 3 +Summer Soiree Pre-Launch Event: Los Angeles CA & Austin TX April 14-16 +Coachella: Sponsored Soiree of Emerging Talent
April 17 +Begin Distribution In-Store: Kendra Scott locations only May 1 +Now Available Online +Begin Advertising for Mother’s Day Event
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May 14 +Mother’s Day In-Store Event
TIMELINE
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DISTRIBUTION +Begin distribution in-stores on April 17th +Sold in Kendra Scott stores only +Available for purchase at Pre Launch Events/Emerging Talent Nights +Available online 2 weeks prior to Mother’s Day
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Pre Launch
Sponsored Soiree of Emerging Talent +Kendra Scott Airstream +Purchase Summer Soiree before available in stores at launch events +Instagram/Facebook short film +Pre-Launch Events live on Instagram/Facebook
Post Launch/Sustain Sales
MARKETING STRATEGY
+Post images from pre-launch events +Launch event in stores with special display for fragrance: a Soiree in stores +Scent Bar in stores +Champagne in stores while shopping +Free sample of Summer Soiree with every online purchase +After 4pm in any Kendra Scott store, 20% of purchased price goes to charity +Advertise in combination with jewelry and home goods
& MESSAGE BACK PAGE
Summer Soiree provides customers with the ultimate connection to the brand; they are able to wear Kendra Scott in a way that is effervescent, as it is never taken off.
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Summer Soiree Launch Event: +Location: Los Angeles CA & Austin TX +Top Influencer as Host +Guests invited include famous instagram bloggers, women who entered a contest to participate, and fashion forward ladies in the immediate area +Offer services such as manicure station, color bar, champagne cocktails, amuse bouche, styling, and instagram photo wall +Feature Summer Soiree Fragrance with free rollerball on each seat +Allow ladies to select gemstone lid topper from the Color Bar +Play Summer Soiree Fragrance video on projector throughout night BACK PAGE
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INSTAGRAM GIF
FACEBOOK GIF
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APP DESIGN BACK PAGE
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APP FINAL BACK PAGE
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INVITATION
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LOCATION
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LOCATION ANALYSIS
Austin TX The Greenhouse at Driftwood
Austin TX is home to Kendra Scott’s headquarters and where the company was originated so we will be bringing the launch even home Located about 40 minutes southwest of Austin, the Greenhouse at Driftwood captures the beautiful Hill Country and has been voted one of the top garden venues in the world. The Greenhouse meshes well with Kendra Scott in their values, as conservation and sustainability are of the highest priority. The venue is as environmentally conscious as it is breathtakingly gorgeous. BACK PAGE
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LAYOUT SKETCH BACK PAGE
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FLOOR PLAN BACK PAGE
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EVENING EVENT RENDERS
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Thank You!
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