the history “crisp color, graphic prints and playful sophistication are hallmarks of kate spade new york. as our world expands, our exuberant approach to the everyday is evident in each category we enter, from handbags and clothing to jewelry, shoes, stationery, eyewear, baby, fragrance, tabletop, bedding and gifts. kate spade new york has over 80 retail shops and outlet stores across the united states, and more than 100 shops internationally. our colorful products are sold in more than 400 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.”(KateSpade)
“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.”(KateSpade)
Kate Spade New York Brand Extensi ons Kate Spade New York Saturday Jack Spade
P roduct Mi x handbags and clothing to jewelry, shoes, stationery, eyewear, baby, fragrance, tabletop, bedding and gifts
Kate Spade Home
NEW! Brand Extension
Girls’ Label Size 4-14 $80-200
Mommy&Me inspired
dresses
Product Mix
knits & tees leggings sweaters
pants & shorts skirts shirts outerwear jackets shoes jewelry & accessories bags sleepwear
Mini Me Interactive dress up game Matching outfits for girl and doll
Global Trends Social
Technological
Fashion Trends will affect the styles we develop
New technology drives new products
Celebrity children are more prominent in the media, and more focus is paid on what they wear, which will also affect what styles we develop
New technology in manufacturing can affect how and where are products are made
New competition
Environmental Society is conscious of how companies affect and treat the environment
Economical Economic downfall can inhibit the need/want for our product line If fabric costs and labor costs go up, that will affect our bottom line
What price is our customer willing to pay for this product? Will that change based on the economy?
Political New policies for children’s clothing will affect how our product is made
Demographics Total family income of $90,000+ College - Bachelors Established in first career Age 26-46
Mixed single/married/with kids Own homes
Image is important to Achievers They favor established, prestige products and services that demonstrate success to their peers Social lives are structured around family
Believers are predictable; they choose familiar products and established brands They favor U.S. products
Loyal customers.
Beauty & Fragrance
Movies
Restaurants
Laura Mercier
The Devil Wears Prada
The Old Spaghetti Factory
NARS
Pretty Woman
P.F. Chang's China Bistro
Kate Spade New York
Breakfast at Tiffany's
Claim Jumper
Electronics
Television
Magazines
Apple IPhone 5
Everyday with Rachel Ray
Cosmopolitan Magazine
MacBook Pro
Private Practice
Elle Magazine
IPod Classic
Parents Magazine
Designers
Lifestyle Stores
Kate Spade
Target
Michael Kors
Whole Foods
Tory Burch
Trade Joe’s
Car Yukon XL Expedition Honda Odyssey
Trade-offs Image is important in their life They are loyal customers and want
to
shop
and
already
known brand to them Are willing to spend more for quality and products made in the U.S.
Emotion Benefit With the introduction of Kids
fashion week, there has been more attention than before of what children wear.
Is Self-actualization, on Maslow’s hierarchy of needs. This is also another way for
mothers to show how much they love their children and care for them.
Competitors
Product Mix 5 Tops 1 Pant 1 Skirt
5 Dresses
Price Range $52-$165
Size Range 2-6 | 8-12
Product Mix 3 Coats 11 Tops 1 Pant 5 Skirt 11 Dresses
Price Range $80-$350
Size Range 2-14
Product Mix 30 Coats 42 Tops 12 Pant 9 Skirt 21 Dresses
Price Range $55-$7000
Size Range 6mon.-3yrs | 4yrs-14yrs
Burberry posted images from the collection in an album on its Facebook page. The album has received more than 18,000 “likes” and has been shared approximately 600 times. The children’s autumn/winter campaign is done in the same style as the adult autumn/winter collection and conveys the overall theme of the adult “Trench Kisses” campaign.
Line List
Line List
Branding Spade Hangtags Bright Packaging | Boxes Social Media Presence Print | Video Ad Campaigns
Online Dress-Up Game
Bea Spade & CSR
Zero Waste Production: Sustainable textile production Natural fibers sustainably produced Synthetic fibers recycled
Sustainable garment production Low waste- concept, cut, and sew Scraps donated directly to local community, empowering local women entrepreneurs
Happy Color Lifecycle Non-toxic hues
Why make her wait until she’s all grown up? Every little
should have a
fashionably bold wardrobe – just like her mom.