keaton row
MONTHLY EDIT APRIL 2014
BEHIND THE SCENES LINE WE LOVE: ASOS Style Tips & Tricks
6
+
STYLIST SPOTLIGHT
Spring Essentials & more!
TREND ALERT 9-5 NEUTRALS
&
HAPPY HOUR
pops of color
KR STYLIST
Q&A
March Style Madness Recap!
clients
YOUR APRIL SPRING ESSENTIALS
& HOW TO STYLE:
FESTIVAL
MUST-HAVES
STATEMENT JEWELRY
Cover Girl Emily Harris
Letter from the Co-Founders
W
e created the Monthly Edit as a central resource for you to discover the latest trends and provide you with simple, straightforward tips to translate them directly to your Lookbooks. In each issue, you will also hear business and fashion advice straight from some of our top Stylists and gain valuable insight into what our Clients are requesting and purchasing from their Lookbooks today. Lastly, we hope the Monthly Edit inspires you to get involved and create your own unique styling presence at Keaton Row. We can't wait to see how you use the Edit to improve the lives and wardrobes of your Clients!
CHERYL M HAN & ELENOR MAK CO-FOUNDERS
Letter from the Style Editor
I
am so excited that Spring is finally here - contrary to recent weather reports! Once the clocks “spring” forward, I always enjoy the longer days and “brighter” evenings.
In honor of Daylight Savings, this month we highlight 9 to 5 Neutrals and Happy Hour Pop of Color. Style all of your clients from Day to Night effortlessly and show them that fashion can be easy and fun! Di into this issue and see how to make these Trends and Dive Must-Haves accessible for all your clients. Thanks to our savvy retail partners, you will be provided with the best product fit for all Lookbook requests and occasions. Be inspired, create and style!
KATIE FREEDMAN STYLE EDITOR
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APRIL SECTION ONE
TREND ALERT 3 5 7 9
9-5 Neutrals Happy Hour Pop of Color Statement Jewelry On Trend Lookbook ideas! Winter to Spring Transition & Budget Friendly Must-Haves!
SECTION TWO
BEHIND THE SCENES WITH KR 13 15 17
Line we Love + Style Tips and Tricks Dani Stahl Q&A Plus see her Top 10 must-haves from ASOS! @Keatonrow MARCH Recap! Everything you need to know about Social Media
SECTION THREE
CLIENT FEATURES 19 21
April Spring Essentials List Client Style of the Month: Festival Your Clients Top Requested Lookbooks+ our favorite lookbooks from last month!
SECTION FOUR
STYLIST SPOTLIGHT 23 25 27
Letter from Elenor Mak Stylist Recognition March Madness Recap
TREND ALERT
Move over Black! Mix and match shades of cream, white, and beige this Spring. Dressing “nude” for work never looked so chic.
DAYLIGHT SAVIN STYLE EDITOR’S PICK
Click on the icon to see a Lookbook
TREND ALERT
Brighten up your evenings this Spring! Pop the bubbly and your favorite color!
Click on an item to see it in a Lookbook.
ICAL BLUE & WHIT STYLE EDITOR’S PICK
selling tip FOR WORK: • Business Casual: Choose one item and let it pop. Pair a bright colored skirt or pant with a basic blouse! • Business Formal: Let your accessories be your pop of color! Add a red bag or colored belt to a more conservative ensemble. FOR WEEKEND: Style a bright colored tee and pair it over black jeans. Keep the rest of your layers nuetral and your accessories edgy! FOR DATE NIGHT: It is all about the shoes and jewels! Style a pair of red pumps with a white or black dress! FOR ANY OCCASION: You do not have to play it safe with one color. Show your clients which colors work well together and how to wear them together. Style a neutral striped dress and accessorize with everything color!
Click on the icon to see a Lookbook
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TREND ALERT
STATEMENT STATEMENT JEWELRY JEWELRY TREND
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STATEMENT JEWE 9 TO 5: Style over a neutral shift dress or fitted suit
9 TO 5: Layer with a watch & wear over a shirt cuff
HAPPY HOUR: Layer more than one necklace together.
HAPPY HOUR: Style silver & gold together!
9 TO 5: Style a large clip on or studs for AM HAPPY HOUR: A drop earring with colored rhinestones
Click on the icon to see a Lookbook
9 TO 5: Stack a few ring bands together. HAPPY HOUR: Jazz up your fingers large colored gem stone!
DAY TO NIGHT
SHOW YOUR CLIENTS HOW TO WEAR THEIR FAVORITE WINTER TRENDS NOW AND INTO SPRING!
Leather & Lace
Leather and Lace are a great combo! Layer a fitted leather jacket over a lace top or dress. Accessorize with pumps or booties for an edgier look.
Colored & Printed Pants
Don’t be afraid to wear bright bottoms! For cold months layer with darker hues and let your print & color stand alone. Try all Black or a chunky Grey knit sweater to downplay a loud color.
Click on the icon to see a Lookbook
Knit Sweaters
Stripes are universally seasonal and so is a good knit sweater! Layer under a blazer or over a button down for a more preppy look.
The Ankle Boot
Ankle boots are a trend that never goes out of style! Wear with pants, tights, skirts, dresses and invest in a flat and heeled bottie’s for day and night!
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SPRING TRANSITIO Show your Clients how to transition their favorite winter trends into spring.
Pair leather & lace with color & prints! Style lace with florals and pastels. Mix in a light colored sandal and clutch to “lighten”up this look.
Sweaters are great for layering-even in Spring! Try a striped sweater with white jeans or style in neutrals and pair a cream sweater with a cream skirt! Add chunky jewels to mix casual with glam!
Have fun with color and prints this Spring! Style with lighter hues on top, like whites and nudes. Layer with a denim shirt or jacket. Add a wedge to elongate and draw even more attention to your legs.
Click on the icon to see a Lookbook
Ankle boots are so chic for Spring! For the perfect look pair with a fitted or flowy dress! Layer with a cropped sweater or cargo jacket to complete this boho-hipster style ensemble.
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9-5 & HAPPY HOUR Show your Clients how to transition their Statement Jewelry from AM to PM!
Single strand in AM
Layer Together PM
Create a Desk to Dinner Lookbook for your Clients. Incorporate Neutrals for Day and add Pops of Color for the evening! Show your Clients how to layer jewelery and how it can easily transform their outďŹ ts from basic to bold! Neutral for AM
Click on the icon to see a Lookbook
Color for PM
COCKTAIL ACCESS Constellation Frontal Necklaces $98
$46-$58 Baublebar Link Bracelet $28
Pave Link Bracelet $68
SELLING TIP: Go straight to the “BaubleBar” for Happy Hour! Check out our favorite Baublebar picks at prices your Clients will love! Create a “Under $100” Accessories Lookbook and incorporate some of these low budget baubles!
Pendant Necklace $46 Layered Bracelets $28-$48
Click on the icon to see a Lookbook
Crystal Drop Earrings $68
Cluster Drop Earring $48
Smokey Dame Bracelet $46
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LINE WE LOVE Nude & Black Pumos!
Crop Tops & Midi Skirts
This Month we decided to feature one of our top selling Retailers: ASOS! We’re totally obsessed with this UK companies savvy trends and super affordable price points! And not onlyare their fashions unique and fashion forward but caters to every woman, including Curvy, Petite, Tall and Maternity!
Bibb Necklaces & Pastel Clutches!
Floral Print Skirt Sets
ASOS Spring Styles are bright, fresh and feminine! Neutrals, bright colors and tons of floral are all over their Spring collections. Their girly & flirty styles are unique from any of our other retailers!
Create a ASOS themed Lookbook and show every Client how they can stay on trend for Spring with ASOS! Style Head to Toe looks or keep it simple with a few pieces perfect for her wardrobe and budget!
Click on the icon to see a Lookbook
BODY TIPS & TRIC SELLING TIP
A common mistake is the difference between a Shift & Sheath Dress! These two styles work for multiple body types and are perfect styles for AM & PM
FOR MORE TIPS: Check out our Body Type Guide in Stylist Resources
BODY SHAPE TIP: The shift is a dress is flattering on almost every body type and hangs straight down from the shoulder. It skims your body nicely, but doesn't cling! This style is wider at the bottom and actually "shifts."
BODY SHAPE TIP: A sheath dress is narrow & skims the body without clinging to it. It’s measurements are identical from bust to knee. A classic sheath is elegant vs. a bodycon dress which is tighter (usually containing spandex). A bodycon is perfect for a tighter, sexy look - perfect for hourglass & rectangle shapes! Click on the icon to see a Lookbook
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DANI STAHL Q&A Keaton Row Creative Director, Dani Stahl answers your fashion & style questions.
Q.
What qualities do you look for when you are interviewing a new hire?
a. I think there is a major perception that when you work in fashion it is going to be ultra
glamorous all the time. However, the reality is that it is not! And no matter how "glam" anyones job is, you still need to be hard working, driven and ready to hustle. I look for people that are extremely passionate and ultimately someone who is pretty knowledgable about the Fashion industry..
Q. Q.
Do you think those same qualities cross over into becoming a Personal Stylist?
a.
Hard-working and passionate are definitely key qualities in Styling. But to be a great Personal Stylist, you need to be extremely personable and know how to listen. You have to love working with people and know how to make them feel good about themselves-- inside and out. You want your Client to ultimately walk away feeling confident within her own skin.
What is your rule for when to splurge and when to save?
a.
I think shooting/styling Vanessa Hudgens and Ashley Green for the Nylon anniversary cover a few years ago! Styling 2 celebrity fashionistas on one shoot was a lot of work and super exciting. Celebrities always have an aesthetic and are pretty well versed in things they like and don't like to wear. I remember an amazing Marc Jacobs dress on Ashley Green and Vanessa Hudgens was dripping in jewels---Van Cleef and Cartier! Such a great memory!
Do you have more questions for Dani? TWEET US: @keatonrow #StahlStyle
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We asked Dani to pick her favorite Spring Dresses & Shoes from Line we Love: ASOS. Take a tip from Dani and create your own ASOS Lookbook and send to all of your Clients!
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3.
2. 5.
4.
7.
6. 8.
9.
10.
DANI’S FAVORITE Click on icon to see a Lookbook.
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Check out our favorite moments on Instagram.
@keatonrow Street Style
@keatonrow Lifestyle
@thelookbyv
Spring Florals @ASOS @keatonrow
WANT TO BE FEATURED IN THE NEXT KR EDIT? Instragm your own personal Street Style pic to @keatonrow #KRStreetstyle #OOTD
@lsweetlis13
NYC Spring day with ballons @keatonrow
@thefablife ofanatchdisaster
@elenormak farewell from NYC to SF @keatonrow FOLLOW US
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Grow your Styling business by being active on all forms of Social Media
Join the Keaton Row Stylist Facebook group and interact with a community of Stylists, including KR team members!
Send us photos of you in your everyday style. up with our @keatonrow Style Editor We want to see what you are doing and more important, what you are wearing!
Tweet out your Lookbooks + get them shared by us! We love re-tweeting our Stylists Lookbooks to our thousands of followers.
Post your favorite looks to our @keatonrow Pinterest account. Share and create boards for Stylists and Clients to see!
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KR 7 EASY PIECES SPRING ESSENTIALS
Our April Spring picks that every Woman should have in her Closet .
THE WHITE TEE
THE BOYFRIEND JEAN
FLORAL CLUTCH
CHIC FLATS
SUNGLASSES
PLEATED SKIRT
SELLING TIP NEW STYLISTS:
Create an “April Spring Essentials” Lookbok for every new Client, including those without a Lookbook Request!
EXISTING STYLISTS:
Create an “”April Spring Essentials” Lookbook for your whole Client List. Style these items head to toe!
Click on the icon to see a Lookbook
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FESTIVAL SEASO This month, we highlight Soring Festival Attire! With all of the upcoming events-think Cochella--this is the perfect opportunity to create a number of Lookbooks that cater to casual, boho-chic styles perfect for any outdoor activity!
THE MAXI DRESS
FRINGE BAG
SUN HAT TRIBAL PRINTS
Click on the icon to see a Lookbook
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REQUEST A LOOKB Your Clients top requested Lookbooks for March were Loungewar and Vacation! Here is how we suggest incorporating our April trends into her next Lookbooks!
LOUNGEWEAR If you receive a Loungewear Request: Style your Clients in Neutral-Tone Sweats! Sweatshirts & Athletic wear are all the rage this Spring! Style a Tee with a sweatpant trouser! Or cozy up in a fitted sweatshirt and pair with a casual jegging!
Add a slip on sneaker to all of your Clients lookbooks! These comfy flats are perfect for lounging around in style!
VACATION If you receive a Vacation Request: We recommend styling bright colored bathing suits and cover ups for all of your jet-setting Clients! Pair them together or seperately! This is the perfect way to add that pop of colorto your Clients wardrobe!
Not interested in bright swimwear? Opt for a bright colored scarf that can work as a cover up or basic beach accessory!
Click on the icon to see a Lookbook
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PUBLIC LOOKBOO Below are some of our favorite Looks from March’s Monthly Edit Lookbooks. Use these as inspiration for your next Lookbook & share your passion for style with all of your devoted KR Clients!
KR Stylist: Emilie Bartolome “Florals Lookbook”
KR Stylist: Priscilla Chan “Feminine Florals”
February Edit: Favorite Themed Lookbook! Winning Lookbook !
Here is a sneak peak at KR Stylist Martha Rocco’s creative “The Button Down is Everywhere” Lookbook! We love seeing our Stylists use our KR Monthly Edit Styling tools in their own Lookbooks! Great job Martha!
Click on the icon to see Stacy’s Lookbook
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ELENOR’S
stylist corner
I
invite you all to join me during our Stylist Appreciation month, to take a moment to celebrate each of your successes over this past year -- your decision to join KR and take that next step to starting your own business, the growth of your KR business and most importantly, your belief in the possibilities of Keaton Row and yourself. I am so excited to feature the up close and personal stories of 10 incredible Stylists, showcase their pictures and Lookbooks on our homepage and beyond -- and kick off the 2014-2015 Elite Stylist recognition program. It all begins on April 15th. We will also be wrapping up the inaugural year (2013-2014) of our Elite Stylist program. When we first drafted this top Stylist sales recognition program in early 2013, it was simply that -- a plan, a vision of what a top Stylist could accomplish. We made assumptions about what was possible and you proved it was! Congratulations to our: Cong • 50+ Elite Stylists!* • Every Elite Stylist tier was achieved. • 5 Stylists sold over $50k cumulative sales! • 1 Stylist achieving the $100k sales mark • And further highlighting the power of our Elite Stylists, 20 of you achieved record breaking sales in March, with many exceeding $10k for the first time! Continuing on the note of possibilities, we proudly welcome Nicole Verhalen to the Keaton Row San Francisco family. Cheryl & I first met Nicole last fall at our first Stylist even in San Francisco. We were certainly drawn to her warmth, sense of style and undeniable passion for this Company. I love her motto "Be Confident". Even though we didn't have an in house job opportunity for her at that point, Nicole continued to impress us with her dedication to Keaton Row, to our mission, and to her Clients over the next 6 months. Nicole achieved Elite Gold status, with her business consistently averaging $4k+ a month. Last month, as Haley and I finally made the move from NYC to begin the first chapter of the Keaton Row SF office, we were in search of someone who could bring the experience and perspective of a true Keaton Row Stylist to the corporate team to make sure that every program, every feature we develop reflects what is best for our Stylists. With her commitment, proven track record and insider expertise as a Keaton Row Elite Stylist, we knew Nicole was the One. Congratulations to Nicole and all of our 2013 Elite Stylists. As we continue to grow as a Company and Community, Cheryl & I thank you for your continued dedication and invaluable feedback. We are committed to you, our Keaton Row Stylist Community, and strive to consistently improve the Stylist experience to help you grow your businesses and achieve your individual goals. When we build what is best for our Stylists, everyone wins. To many more great aspirations and possibilities of the Keaton Row Stylist opportunity. Yours in Style,
ELENOR MAK
KEATON ROW CO-FOUNDER
*Final achievers to be announced in mid May. Prizes and gifts will be paid out by June 15th
ELITE STYLIST SPOTLIGHT NICOLE VERHALEN
YOU'VE JUST OFFICIALLY JOINED THE KEATON ROW TEAM, CONGRATULATIONS! AS A KEATON ROW STYLIST AND NOW KR TEAM MEMBER, WHAT DO YOU HOPE TO BE ABLE TO BRING TO KEATON ROW THROUGH YOUR UNIQUE POINT OF VIEW AND EXPERIENCE? Thank you! I'm incredibly excited to join the Keaton Row team. Over the last 9 months as a Stylist, I have been so impressed by the speed at with Keaton Row makes updates and improvements, and by the supportive and motivational culture that has fostered this helpful, interactive Stylist community. As a Keaton Row Stylist, I'm focused on opportunities to make Styling on Keaton Row even more efficient, effortless, and rewarding. I know what makes the business worthwhile and fun...and also what the pain points are!
HOW DO YOU ADD A PERSONAL TOUCH TO YOUR BUSINESS? I always email new Clients immediately to welcome them to Keaton Row, thank them for selecting me as their Stylist, and let them know that I'll be sending them a personalized Lookbook very soon. WHAT ARE THE THREE QUALITIES YOU THINK A KEATON ROW STYLIST MUST POSSESS IN ORDER TO BUILD A SUCCESSFUL BUSINESS?
“
As a Keaton Row Stylist, I’m focused on opportunities to make Styling more efficient, effortless and rewarding.
“
1. BE CONFIDENT - You're a Stylist because you know what works, so don't doubt yourself. Clients are working with you for a reason - send them Looks you love and can stand behind, no matter their aesthetic. 2. THINK BUSINESS - Being a Stylist is fun and creative, plus it allows you to manage your own business. Make sure you are following up with Clients, keeping track of your sales, and setting monthly goals so that you can continue to grow! 3. BUILD A BRAND - The opportunities are endless! Make sure you market yourself consistently though all channels. You can print out Keaton Row Business Cards (available on the Resources tab), maintain a professional KR Stylist Profile (no Selfies!), send out a monthly newsletter, keep up on Social Media, and create a free website for your business (I use wix).
“
I love blush pastelsI even got married ke a point to follow up and keep in touch with my clients in pink! by sending them individual emails or hopping on the phone. The better I know them, the easier it is to put outfits together.
”
IS THERE ONE SUGGESTION YOU WOULD GIVE TO A STYLIST WHO HAS JUST JOINED KEATON ROW TO HELP THEM MAKE THAT FIRST SALE? Following up with Clients is key. After sending out a Lookbook, emailing your Client to get their feedback and gently remind them to shop can make all the difference. WHAT IS YOUR FAVORITE KEATON ROW FEATURE YOU ALWAYS SHARE WITH YOUR CUSTOMERS? Keaton Row offers a FREE service for Clients- where else can they get personalized, convenient online styling at no charge? WHAT IS YOUR BEST MOMENT, SO FAR, WITH KEATON ROW AND THE BUSINESS? WH The first time I made a significant sale with a Client I had never met before was really exciting. When I first started out I focused on recruiting friends and family members, so I had a sense for their style and already had a relationship established with them. When I made a $700 sale for a Client I had never even spoken with, from another part of the country, I really felt like a true Stylist! Shes still one of my best clients, and she checks in for new Looks ever six weeks. WHAT IS YOUR FAVORITE UPCOMING TREND FOR SPRING? I love l blush pastels - I even got married in pink! WHAT IS ONE STYLING RULE YOU THINK EVERY WOMAN SHOULD FOLLOW? Fit is EVERYTHING. Regardless of how much you spend, make sure your clothes are the right size and cut. Its better to buy a cost-effective piece of clothing and get it professionally tailored then to spend twice as much on something that doesn't flatter your body. You will look like a million bucks, even if you were thrifty! WHY DO YOU LOVE STYLING? As much as I love l looking at beautiful clothes, the best part about being a Stylist is making a Client feel confident and happy. Hearing positive feedback about where she wore her outfit and how it made her feel makes my day. Jacie is one of my absolute favorite Clients!
PEACHY POLKA DOTS AT THE OFFICE
From Top Left: “Stripes for Weekend” by Lauren Finney, “9-5 Polka Dots” by Lauren Finney, “Peachy Polka Dots at the Office” by Jenney Cohen, “Floral Edge” by Ellie Thompson, “Striped Weekend” by Leslie Melton, “Floral Date Night” by Lindsay Smith