Kate Spade Concept Store by Lilly Brasili

THE CONCEPT STORE A N E W M E T H O D I N R E TA I L I N G F O R K AT E S PA D E N E W Y O R K

MISSION STATEMENT For my Capstone Project, I chose to create a concept store for Kate Spade New York. This project will be a complete compilation of what I have learned during my time at the Savannah College of Art and Design, with a specific focus on visual merchandising and the customer experience that goes along with it. My passion for visual merchandising started from day one at SCAD and though my time on the visual merchandising team at the Kate Spade New York store in Savannah, GA. My choice in career path was solidified when I was able to intern at Kate Spade New York and see first hand visual merchandising at the corporate level. I hope this project achieves all that I set out to in terms of store design, store layout, and customer experience. Enjoy!

CONCEPT STORE OVERVIEW W E L C O M E T O T H E K AT E S PA D E NEW YORK CONCEPT STORE a modern approach to retailing that fully encompasses the interesting life of the kate spade new york girl. The Kate Spade New York concept store aims to be an industry leader in the future of brick and mortar retailing. This concept store will capitalize on what Kate Spade does best - guest experience. Each floor will provide a unique approach to retailing unlike any other. A restaurant, a home boutique, and the Kate Spade classics will be key pieces in making this concept store experience driven rather than product driven. This approach is essential for the future of retail and keeping brick and mortar stores relevant to the modern consumer.

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“It started with an idea and a small handful of passionate believers. It’s grown a bit since then, but we still believe it’s the people we work with who bring our brands to life. Ours is a place that values creativity. Where colored tights and sparkly heels are standard attire.

WHO WE ARE

We are interested and invested. Personal style is applauded and cultural curiosity is encouraged. We find inspiration everywhere- and from everyone. Make a sketch, pick up the phone or send a note. New ideas are essential. We’re passionate people. We’re playful, too. Don’t take yourself so seriously that you forget that what we do is fun. We’re a group of individuals working together as a team. Succeed and there are plenty of people to cheer. The bar is high. If it were low, we’d only trip over it. We strive to be the best – to do things in a way that’s uniquely our own. Always optimistic, often irreverent and wonderfully original. This is the spirit of our brand. It’s what makes us who we are.”

“colorful bold playful clever spirited chic optimistic graphic aspirational timeless”

KATE SPADE NEW YORK IS...

TARGET CUSTOMER NAME

Sloane Campbell

AGE

FA M I LY

Newlywed - husband Blake

O C C U PAT I O N

Marketing Specialist

HOUSEHOLD INCOME

$160,000

LIFESTYLE

Soulcycle, going to the farmers market, brunch and bottomless mimosas with friends, shopping, reading, going to concerts and events with Blake

BUYING HABITS

Looks to Kate Spade to keep her personal and professional life bold and playful. Prefers bold prints on her clothing and sparkles on her heels. Favorite bag is the Cameron Street Jensen (with a Cameron Street Stormie tucked inside) to easily take her from work to a night out.

NAME

Margot Fitzgerald

AGE

FA M I LY

Husband - Johnathan, Kids - Eloise (6), Vivienne (9) and Henry (12)

O C C U PAT I O N

stay at home mom

HOUSEHOLD INCOME

$250,000

LIFESTYLE

Cooking and taking cooking classes, planning and hosting parties, yoga, shopping, attending social and charity events with Johnathan, managing kids busy schedules, perfecting the interior design of her home

BUYING HABITS

Shops all aspects of Kate Spade from handbags to home. Often shops the Madison Avenue collection for special events and completes her look with a novelty clutch. Favorite handbag is the Emerson Place Lenia to keep her day to day look chic and classic.

S.W.O.T. ANALYSIS

STRENGTHS Recognizable brand identity Strong focus on customer experience Willingness to explore new areas in retail and marketing Brand loyalty

WEAKNESSES Dilution of brand through outlet retailing Appealing to niche market Decreased profit in 2016

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OPPORTUNITIES Increasing brand awareness in all product categories offered Capitalize on customer experience moving forward Expanding with unique store locations

T H R E AT S Other attainable luxury brands crowding the market Knock offs Economic state

LOCATION ANALYSIS H I G H L A N D PA R K V I L L A G E (Town of Highland Park) Dallas, Texas “America’s first shopping center and the prototype for shopping centers all over the country.” Highland Park Village now serves as the premiere location for upscale shopping and dining.

DALLAS, TX

DEMOGRAPHICS Dallas Population: 1,281,047 Male/Female: 49.2%/50.8% Median Age: 32.6 Median Household Income: $45,918 Per Capita Income: $30,589 Median House/Condo Value: $152,400 Bachelor’s Degree or Higher: 31.8% Married: 42.1%

Highland Park Population: 8,950 Male/Female: 48.1%/51.9% Median Age: 46.6 Median Household Income: $189,178 Per Capita Income: $125,954 Median House/Condo Value: $1,000,000 Bachelor’s Degree or Higher: 84.5% Married: 66.2%

COMPETITOR ANALYSIS L I F E S T Y L E B R A N D S I N H I G H L A N D PA R K V I L L A G E Ralph Lauren

Anthropologie

Ralph Lauren seeks to provide quality products that create an “entire world, redefining American style.” Serves as competition for the Kate Spade concept store because of their ability to “create stores that encourage customers to participate in that lifestyle.” Similar products include clothing, accessories, home and lifestyle.

Anthopologie’s mission is to give their adventurous customer a world of products and experiences centered around discovery. “A place for her to lose— and find—herself.” Serves as competition for the Kate Spade concept store because of this in store experience focus and distinct brand identity. Similar products include clothing, accessories, home and gift.

Market at Highland Park Village “Market is a multibrand lifestyle boutique” that focuses on the “style, glamour and approachability” of Dallas and Highland Park Village. Serves as competition for the Kate Spade concept store because of their ability to curate products specific to the geographic market. Similar products include clothing, accessories, home and gift.

CONCEPT STORE INSPIRATIONS K AT E S PA D E H O M E P O P - U P S H O P 411 West Broadway, Soho - New York, New York February 26th – May 31st 2016 “The pop-up epitomizes our love for throwing rules out the window by creating a space that encourages visitors to truly make it their own.” A truly move-in ready display of the Kate Spade’s newest (and most natural) brand extension - home decor. Makes guests feel as though they are taking a peek into someone’s actual home and inspires them to translate the same look into their own home. Because this space was only temporary, the home floor of the Kate Spade concept store will mirror this pop up shop with the same class and whimsy.

K A T E S P A D E R E G E N T S T R E E T, LONDON - SWEET SUITE 182 Regent Street - London, United Kingdom April 22, 2016 2pm-8pm For the grand opening of the Regent Street shop, artist Jennifer Rubell created an edible art instillation to give guests a special and unique treat.

â&#x20AC;&#x153;One by one, visitors to the Sweet Suite enter what appears to be a luxurious hotel suite. Under a series of traditional dome plate covers are a full spectrum of sweets: some of the edible variety, some of the handbag variety.â&#x20AC;? And they are yours to keep! This level of guest experience will be featured throughout the Kate Spade concept store but will be especially present in the restaurant.

GUEST EXPERIENCE T H E R E S TA U R A N T The complete Kate Spade dining experience - our casual but quirky menu items will be served on (and accessorized with) product from the Kate Spade home, dining and kitchen lines, for an experience that is a unique treat. Guest Experience Tools Used: The Recipe Book - as guests dine, they will be able to give and take their favorite foodie inspiration (whether itâ&#x20AC;&#x2122;s your grandmaâ&#x20AC;&#x2122;s famous chocolate cake or tips and tricks for the perfect avocado toast.) THE HOME BOUTIQUE This floor will serve as the perfect extension to the wardrobe of the Kate Spade girl. Like her closet, it will be charming, colorful and classic. Everything she needs to style her home and life. Guest Experience Tools Used: The Design Desk - This guest experience tool will simply be our Interior Design Muses and their expert skills. (And each consultation will be served with bottomless bubbles of course!)

THE CLASSICS

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Here we highlight our heritage - what makes us standout from the crowd. The classic utilitarian nylon handbag will be the star of the show (because it is what we are most proud of). We will also feature an assortment of our best selling novelty bags so guests can have another chance to get their hands on one of the signature designs. Guest Experience Tools Used: Personalization and Gift Wrapping - Since these pieces are limited edition, we want to makes them extra special. Each piece will allow for stamped monogramming and perfectly personalized packaging.

(and a drum roll please!)

THE RESTAURANT

elevator and stairs

bench

bench kitchen

hostess desk

chair chair

chair

chair table

chair

table

chair

cabinet

chair chair

table

chair

table

chair

chair bar window

window

bench

table

chair

counter top

chair

cabinet

chair chair

chair

THE HOME BOUTIQUE

elevator and stairs

window

ir cha

sofa

table

cha ir

ben ch

sofa

table

sofa

table

table chair

chair

table

chair

table

chair

table chair

shelf shelf

door way table ch air

bench

chair

bed

cha ir

chair

table

table window

window

table

THE CLASSICS

bench

elevator and stairs

back stock

table

chair

table

chair

shelf

sofa

table

shelf

mirror

door way

mirror

sofa

shelf

window

shelf

table

window