Baby
Spade New York
Kiara Wright mAY 19. 2015 Baby Spade
Table of Contents
Page Page Page Page Page Page Page Page Page Page Page Page Page Page Page Page Page Page 1
2 - Executive Summary 3-Mission ( Kate Spade + Baby Spade 4- Vision 5- Values 6- Industry Overview 7- Company Profile 8- Target Customers 9- Competitors 10- SWOT 11- Perpetual Map 12 Start of Baby Spade Visual Communications 13- Moodboard 14- Window Display 15 Baby Spade Limited Edition Collection 16- Start of Baby Spade Launch Event 17- Event Invitation 18- About Event 19- Bibliography
Executive Summary Baby Spade has been created to extend the Kate Spade brand to the ages of newborn to toddlers. We feel as though this was essential for Kate Spade and was the missing link to our growing brand. Baby Spade would be a concept store located as a flagship store in New York City, New York. In the following you would find the company history, vision, mission and values of the Kate Spade brand. You would also find in the following our target customer and the overiew of the industry we are focusing on, as well as our competitors. As the launching of our store Baby Spade , we have decided to partner with Disney Š to create an inspired and limited edition accessories and clothing of the well known children's movie Aladdin. It will feature Aladdin, Jasmine and the Genie products and a limited edition collection. We will also hold an event to spread awareness to our target consumers about the launch of our new astound Baby Spade New York.
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Mission Kate Spade Mission "crisp color, graphic prints and playful sophistication are the hallmarks of kate spade new york. from handbags and clothing to jewelry, fashion accessories, fragrance, eyewear, shoes, swimwear, home decor, desk accessories, stationery, tabletop and gifts, our exuberant approach to the everyday encourages personal style with a dash of incandescent charm. we call it living colorfully. kate spade new york has over 140 retail shops and outlet stores across the united states, and more than 175 shops internationally. our colorful products are sold in more than 450 doors worldwide, in every time zone and on every continent. whether in san francisco, sao paulo or shanghai, our shops are always warm and inviting. welcome to kate spade new york. " Baby Spade Mission Our mission is to expand our customers to the growth of the brand Kate Spade by adding our lovely new addition. In Baby Spade we will establish the same Kate Spade colorful nature with bold and playful graphic prints and signature polka dots and bows for baby girls and stripes for our baby boys and toddlers . Baby Spade will include clothing, acessories such as blankets, crib bedding, diaper bags, toddler bedding, limited edition luxury strollers and car seats,bibs, feeding supplies and much more. Welcome to baby spade new york. 3
Vision
Our vision is to create a baby division "Baby Spade" in order to turn Kate Spade into family and lifestyle brand . We plan to continue to further expand our brand to reach all markets.
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Values
•Affordable products
• Playfulness
•Brand loyalty • Brand Consistency
• Stylish products
• chic products
• Quirkiness
• Expanding to Global Markets 5
• Color
• Clear brand identity
• Customers • Growth in existing markets
Industry Overview
The children's wear market consist of apparel for ages 0-36 months, it includes baby cloth• ing, boy's and girl's activewear, outwear, casual wear, formalwear, essentials, and toddler clothing. In between the years of 2014- 2019 the market is set to grow at a CGAR of 2.67%. By 2017 the market is planning to reach $173.6 Billion. Regions such as Europe and North America are the leading markets in the children’s clothing industry. Rapid growing regional markets that are expected to have a growth rate of 5. 3% by 2017 are India, China, Korea, Thailand and Taiwan. With Baby Spade New York we are planning to keep it in the United States until we feel as though this division will be well excepted in the global marketplace. Since there has been a rapid growth in births in the United States, there would be a need for children's essentials and clothings, so this would be a great aspect to our company, since it is a already well excepted and known brand.
The Children's Market
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Company Profile
" it all started back in 1993, when kate brosnahan spade, a former accessories editor at mademoiselle, set out to design the perfect handbag. debuting with just six silhouettes, she combined sleek, utilitarian shapes and colorful palettes in an entirely new way. and so kate spade new york was born. women and fashion editors fell for the fresh, modern sensibility, and our first shop in new york city swiftly opened in 1996. as the company grew, our graphic approach and trademark wit created a visual shorthand for a brand recognizable the world over. in 2007, spade turned the reins to design powerhouse kate spade & company (formerly known as liz claiborne, inc.). shortly after, deborah lloyd took the helm as president and chief creative officer with an aim to broaden the line while honoring our rich history. along with ceo craig leavitt, she quickly launched clothing and jewelry collections, quickly followed by the introduction of bedding, legwear and fragrance. today we’ve grown into a global lifestyle brand, and aim to inspire colorful living through our handbags and clothing to jewelry, shoes, stationery, eyewear, baby, fragrance, tabletop, bedding and gifts. all the while, we’ve never lost sight of who we are: our spirited approach, commitment to curiosity and passion for sharing our colorful world still shapes all that is kate spade new york. live colorfully."
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Target Customers Age: 30+ Gender: Female Income� Middle + High Class / $85,000 + Marital Status: Married
Family , work and social life are really important to these customers. Customers would include parents, grandparents , aunts of babies and young children. 8
Competitors
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SWOT Strengths • High growth in existing and future markets . • Becoming a lifestyle and family brand. • Growth in our revenue and sales. •Expansion of a customer markets.
Opportunities • Growing economy, gain new customers. •Rise in baby births in the United States. •Economy in United States increasing; so more jobs avaliable. •New ways to shop (digitally/ecommerce). •
Weaknesses •Many competitors in children's apparel market. • May be hard to differentiate our products from bigger and more established children brands; such as Babies R Us. • Finding wholesalers of materials and fabrics may be difficult. • Don't have brand experience in marketing children's wear. Threats • Laws and regulations in United States of producing and advertising children's apparel. • Sourcing cost and production may be high.
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Perceptual Map
Price
High
Baby
Spade New York
Quality
Low 11
Baby
Spade New York
Visual Communications
12
Moodboard
Genie In A Bottle
13
Window Display
14
Collection
15
Baby
Spade New York
Launch Event 16
The Invitation
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The Event Who: Mothers and relatives of young children and Kate Spade top customers. What: Baby Spade Halloween Launch Party
When : October 31, 2015 4-6pm
Prizes Include : •$50.00 and $100.00 Gift Cards to Kate Spade and Baby Spade. • A Four day/ 3 night Trip for four to Disney World theme Park in Florida ( Includes Cinderella castle stay, tickets to 3 parks, 1 day complimentary breakfast with Disney Characters.
Where: Baby Spade New York 790 Madison Avenue, New York, 10065 About: Halloween Bash launch event for moms and babies. There would be giveaways and prizes for children dressed in the best Disney costumes. For children old enough, there would be candy given and snacks and drinks for parents and older kids. 18
Bibliography
www.katespade.com www.gymboree.com www.carters.com www.gap.com www.jcrew.com www.childrensplace.com www.pinterest.com http://www.forbes.com/sites/walterloeb/2013/03/22/kate-spade-a-brand-that-will-grow-globally/ http://www.businesswire.com/news/home/20150507005535/en/Research-Markets-United-States-Baby-Clothing-Market#.VVo6hv5FDIU http://www.companiesandmarkets.com/News/Textiles-and-Clothing/Children-s-wear-market-value-tohit-173-6-billion-by-2017/NI3785 http://smallbusiness.chron.com/negatives-childrens-clothing-industry-34338.html
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"I think that playing dress up begins at age five and never truly ends. " -Kate Spade