ABOUT KATE SMITH BRAND VALUES BRAND IDENTITY BRAND PERSONALITY BRAND POSITIONING RETAIL SETTING CONSUMER PORTRAIT BRAND APPLICATION
Kate Smith
BEAUTIFULLY UNDERSTATED MINIMALISM
STYLING WITH A CLEAR, CONCEPTUAL EDGE FOR THE NEW SEASON, CREATING ESSETIAL ITEMS, STRIPPED BACK AND DESIGNED WITH A MODERN EDGE. PREMIUM MODERN FABRICS AND MINIMALIST LINES MAKE CASUAL LOOKS FEEL SMART. A PARED BACK LUXURIOUS DIRECTION. BASIC MODERN TAILORING AND SOFTLY CONTROLLED FABRIC HIGHLIGHT THE HIGH-END MOOD.
ABOUT KATE SMITH KATE SMITH IS A CONTEMPORY BRAND THAT FOCUSES ON LETTING THE SILHOUETTES OF THE GARMENTS TO THE TALKING. USING MUTED COLOUR PALETTES THEY PORTRAY A TIMELESS ELEGANCE.
Autumn/ winter 2014/15
KATE SMITH VALUES MINIMALISM WITH MINIMALISTIC COLOUR PALETTES AND HIGH QUALITY MATERIALS KATE SMITH ONLY DELIVERS ON TREND FASHION FOR THE MINIMALISTIC TASTE WITH A CREATIVE EDGE.
KATE SMITH VALUES CLASSIC KATE SMITH GARMENTS MIRROR CLASSIC STYLES WITH A CONTEMPORY EDGE.
KATE SMITH VALUES TIMELESS KATE SMITH AIMS TO BRING YOU FASHION WHICH WILL NEVER GO OUT OF TREND, WITH CLASSIC SILHOUTTES AND EXPENSIVE MATERIALS GARMENTS ARE AIMED TO BE TIMELESS.
KATE SMITH IDENTITY THIS IS THE LOGO FOR THE MAIN LINE FOR KATE SMITH. THE COLOUR AND STYLE REFLECTS THE MOOD AND ATTRIBUTES OF THE BRAND. THE NAME OF THE BRAND IS CLEAR AND RECOGNISABLE. THE COLOUR REPRESENTS THE IDEA OF THE PAINT SPLASH SHOWS YOUTH AGAINST WITH OF THE SIMPLE STRONG FONT WHICH SHOWS STRUCTURE.
KATE SMITH IDENTITY WOMENS TAILORED JACKET SIZE 8 £50.00
THE PACKAGING FOR KATE SMITH ORIGINAL LINE WILL APPEAR AS SHOWN. THE BAGS WILL BE A GLOSSY WHITE WITH THE LOGO CLEARLY PRINTED ON THE FRONT. THE AIM IS FOR THE PACKAGING TO LOOK LUXURIOUS AND RECOGNISABLE BY THE LOGO. THE LOGO WILL BE CONSISTANT THROUGHOUT THE BRANDING WITH THE TAGS AND PRICES.
KATE SMITH IDENTITY THE LOGO WILL BE SHOWN ON THE GARMENTS IN A CLEAR YET SUBTLE WAY. THE FABRIC OF THE LABEL WILL BE OF HIGH QUALITY, KEEPING THE CONSISTANCY ALL THE WAY THROUGH THE BRAND. THE SIZING WILL ALSO CLEARLY BE SHOWN UNDERNEATH THE KATE SMITH LOGO.
KATE SMITH IDENTITY THE LOGO FOR THE LUXERY LINE WITHIN THE KATE SMITH BRAND WILL BE THE SAME AS THE ORGINAL LINE LOGO WITH THE EXCEPTION OF THE COLOUR PAINT SPLASH. THE MINT GREEN WILL REPRESENT THAT THE GARMENT HAS BEEN BOUGHT FROM THE LUXERY SECTION OF KATE SMITH WHERE AS THE PASTEL PINK WILL REPRESENT THE SALE FROM THE ORIGINAL LINE.
KATE SMITH IDENTITY WOMENS TAILORED JACKET SIZE 8 £50.00
THE PACKAGING FOR THE LUXE LINE WILL REFLECT THE ORIGINAL LINE WITH THE ONLY DIFFERENCE BEING THE COLOUR OF THE LOGO REPRESENTING THE LUXE ITEM. THIS IS TO ENSURE THE BRAND IS CONSISTANT THROUGH OUT BUT ALSO TO ENSURE THE CONSUMER KNOWS WHICH LINE THEY HAVE PURCHASED FROM.
KATE SMITH IDENTITY JUST LIKE THE NORMAL KATE SMITH LINE, THE LUXE LINE GARMENTS WILL HAVE A TAG ON THE INSIDE OF THEM. THIS WILL REFLECT THE LOGO OF THE LUXE LINE AND BE SUBTLE ENOUGH TO NOT OVER FACE THE PRODUCT.
KATE SMITH PERSONALITY SENSUAL- KATE SMITH OOZES FEMININITY, THROUGH ITS SILHOUETTES, ITS COLOUR PALETTE’S, BUT ALSO THE WOMEN WHO WEAR IT MAKE THE BRAND WHAT IT IS. SOPHISTICATED- KATE SMITH LINE SHOWS A SENSE OF ELEGANCE, GIVING OUR CUSTOMER A SENSE OF CONFIDENCE IN THEIR OUTFIT. STYLISH- KATE SMITH HAS A BOLD SENSE OF WHAT STYLE IS, ALWAYS ON TREND, PERFECT FOR YOUNG PROFESSIONALS. EXCITING- KATE SMITH IS SPIRITED, YOUTHFUL, CAREFREE AND NOT CONFORMING. IT TAKES AN OLD SENSE OF STYLE AND GIVES IT A MODERN TWIST.
BRAND POSITIONING THROUGH HAVING TWO LINES WITHIN OUR BRAND IT ALLOWS TO COVER A LARGER VARIATION IN PRICES POINTS. FROM PRODUCTS STARTING FROM £80 IN THE ORIGNAL LINE AND BEGINNING FROM £150 IN OUR MORE LUXURIOUS LINE. THIS MAKES IT A LITTLE LESS EXPENSIVE THAT SOME OF OUR COMPETITORS INCLUDING JAEGER, BUT IT STILL ALLOWS THE FABRICS TO BE OF VERY GOOD QUALITY. THIS IS DUE TO OUR CONSUMERS BEING RECENT GRADUATES SO THEY WILL WANT THE LUXURIOUS MATERIALS BUT WONT BE ABLE TO AFFORD THE REALLY HIGH PRICE POINTS.
BRAND POSITIONING RUNNING ALONGSIDE OUR MIND LINE, WE HAVE A LUXE LINE. THIS ONLY HAS ONE REAL COMPETITOR IN PRICE, WHISTLES ONCE AGAIN. FOR A SILK SHIRT IN THIS MORE LUXURIOUS RANGE WILL COST AROUND £150-£200 AS IT WILL HAVE BEEN MADE WITH MORE HAND DETAIL AND EXPENSIVE MATERIALS.
COMPETITIORS CONSUMERS OUR COMPETITORS WHEN IT COMES TO CONSUMERS ARE BRAND SUCH AS COS AND WHISTLES AS THEY ARE BOTH MARKETED AND YOUNGER PROFESSIONALS UNLIKE JAEGER. THE KATE SMITH CONSUMER GROUP ARE RECENT GRADUATES IN THEIR FIRST PROPER JOB, THEREFORE IT WOULD LOOK MORE PROFESSIONAL THAN COS, BUT LESS BUSINESS ORIENTATED LIKE WHISTLES. BY AIMING AT THIS LEVEL IT ALLOWS KATE SMITH TO FIT INTO A NICHE THAT IS CURRENTLY BEING MISSED OUT. THIS IS A GREAT ADVANTAGE FOR THE BRAND.
ONLINE SETTING
STORE SETTING
KATE SMITH CONSUMER THE TARGET CONSUMER FOR KATE SMITH IS WOMEN OF AROUND THEIR MID TO LATE 20’S. THEY WORK WITHIN A BUSY CITY OFFICE AT A MEDIUM LEVEL JOB. THEY HAVE A HEALTHY SALARY OF £50,000+ A YEAR. AS OUR STYLE OF CLOTHING HAS SOFT YET SOPHISTICATED SILHOUETTES TO THEM, IT MAKES IT EASIER TO FIT THEM INTO A WORK-WARDROBE AS IT FOLLOWS MOST OFFICES UNIFORM CODE OF BUSINESS CASUAL. THIS INCLUDES NO DENIM, NOTHING TOO REVEALIG AND NO STRAP TOPS. THE SOFT COLOUR PALETTE ALLOWS EACH CUSTOMER TO PUT THEIR OWN SPIN AND INJECT THEIR OWN PERSONALITY INTO THEIR LOOKS WITHOUT BECOMING OVERLY DRAMATIC AND WANTING TO BE THE CENTRE OF ATTENTION. IT KEEPS THE PERSONALITY AND SOPHISTICATION ON A LEVEL PAR WITH EACH OTHER.
ADVERTS KATE SMITH ADVERTISING WILL ALWAYS STICK WITH THE MINIMALSTIC THEME. THE BRANDING WILL BE SHOWN THROUGHOUT ADVERTS WHETHER THEY ARE IN MAGAZINES OR ON TELEVISION. THE LOGO RELEVANT TO THE GRAMENTS BEING SHOWN WILL APPEAR IN THE RIGHT HAND CORNER OF THE ADVERT. EVENTUALLY JUST BY THE MINIMALISTIC STYLE THE CONSUMERS AND VIEWERS WILL BE ABLE TO IDENTIFY THE BRAND WITHOUT A LOGO BEING THERE.