P R O FE S S O R M O N I KA J O N E V S K I - FA S M 2 1 5 : FA S H I O N A E S T H E T I C S A N D S T Y L E | FA L L 2 0 1 6 S AVA N N A H C O L L E G E O F A R T A N D D E S I G N
TABLE OF CONTENTS _ INTRODUCTION
2
_ NOTE FROM KENDRA
4
_ ABOUT THE BRAND
6
_ THE CONCEPT
8
_ SWOT
12
_ THE CONSUMER
14
_ THE PRODUCT
16
_ P R O D U C T P R E S E N T AT I O N
18
_ A C K N O W L E D G E M E N T 28
“ T H E T R U E S T F O R M O F S U C C E S S I S T O G I V E B A C K I N A M E A N I N G F U L W AY.” -KENDRA SCOT T
4
ABOUT THE BRAND
ABOUT THE BRAND
C O M PA N Y F A C T S
C O M PA N Y S TA R T E D W I T H $ 5 0 0
F R O M A S M A L L S T A R T - U P T O A M U LT I MILLION DOLLAR BUSINESS
_ DESIGNED BY KENDRA SCOT T IN 2002 , KENDRA SCOT T DESIGN INC. IS BASED, O P E R AT E S A N D D E S I G N S O U T O F A U S T I N , T E X A S . _ T H E BR A N D O F F E R S A WI D E VA R I E T Y O F E A R R I N G S , N E C K L A C E S , R I N G S , BR A C E L E T S , O T H E R A C C E S S O R I E S , B R I D A L J E W E L R Y, A N D C H A R M S .
WORKING WITH OVER 1,000 LOCAL A N D N AT I O N A L O R G A N I Z AT I O N S .
I N T H E PA S T 1 2 M O N T H S , T H E C O M P A N Y D O N AT E D $ 1
MILLION
& 5 0 , 0 0 0 P I E C E S O F J E W E L R Y.
_ T H E Y A R E K N O W N F O R H A V I N G O B T A I N A B L E A N D A F F O R D A B L E S T AT E M E N T P I E C E S . _ T H E I R J E W E L R Y A L S O F E AT U R E S N AT U R A L G E M S T O N E S .
THE CONCEPT
SCOT T BY KENDRA SCOT T IS A BRAND E X TENSION LINE FOR MEN, WITH THE INTENT OF O F F E R I N G M A S C U L I N E S T AT E M E N T P I E C E S S U C H A S N E C K L A C E S , R I N G S A N D B R A C E L E T S ; A L L AT A F F O R D A B L E P R I C E S W H I L E S T I L L B E I N G O B T A I N A B L E .
8
COMPE TITOR ANALYSIS
D av i d Yu r ma n
Brighton
Tiffany & Company KENDRA SCOT T
To r y B u r c h
Kate Spade
Forever 21
10
SWOT ANALYSIS STRENGTHS: WEAKNESSES:
• S T R O N G V I S U A L C O N N E C T I O N S B E T W E E N T H E W O M E N ’ S A N D M E N ’ S PRODUCTS
• B E I N G A B L E T O H A N D L E I N I T I A L N E E D S O F A L A R G E
• S U C C E S S F U L LY C A R R I E D G O O D Q U A L I T Y I N T O T H E N E W B R A N D
M A R K E T.
• B E I N G A B L E T O C R E A T E S I M I L A R E M O T I O N S B E T W E E N M E N A N D W O M E N W H O S H O P AT K E N D R A S C O T T A N D S C O T T B Y K E N D R A S C O T T
•PRICE POINTS
• O P E N I N G U P A N D D R AW I N G I N A B I G G E R P O R T I O N O F T H E C O M M U N I T Y. • B E I N G A B L E T O M A I N TA I N
OPPORTUNITIES • C R E AT I N G M O B I L E S E R V I C E S , W H I C H M A K E S I T E A S I E R F O R T H E N E W TA R G E T AUDIENCE TO ACCESS PRODUCTS. • D E S I G N I N G A R A N G E O F P R O D U C T S T H AT C AT E R T O S E V E R A L S T Y L E S A S O P POSED TO A SINGLE AESTHE TIC.
THRE ATS:
• D I R E C T C O M P E T I TO R S I N C L U D E L U X U R I O U S J E W E L R Y D E S I G N E R S S U C H A S , D AV I D Y U R M A N A N D B R I G H T O N J E W E L R Y. • I N T E R N A L P R O B L E M S A N D C O S T S S U C H A S R E T R A I N I N G S A L E S A S S O C I AT E S T O U N D E R S TA N D T H E N E W P R O D U C T S A N D H O W T O S E L L T H E M
• E X PA N D I N G T H E B R A N D T O C AT E R T O M O R E P E O P L E . • E X T E N D E D A D V E R T I S I N G F O R T H E N E W B R A N D TO R A I S E I N I T I A L AWA R E N E S S .
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PRIMARY
SECONDARY
MALE
MALE
AGES : 25 - 65
AGES : 17 - 32
I N C O M E : $ 4 0 K- 1 5 0 K
I N C O M E : $ 1 2 K- 5 5 K
E D U C AT I O N : B . A
E D U C AT I O N : H I G H S C H O O L
CONSUMER RESEARCH DEMOGRAPHICS & PSYCHOGRAPHICS
- U P T O D AT E W I T H T H E F A S H I O N I N D U S T R Y & ITS CHANGING TRENDS THROUGHOUT THE SEASONS. - BRAND CHOICE HIGHLIGHTS DIFFERENCE; ISN’ T AFFRAID TO TRY NEW BRANDS - A N T I - M AT E R I A L I S T I C B U T I N T O L E R A N T O F B A D T A S T E - S E L E C T B R A N D S F O R I N T R I N S I C Q U A L I T Y, F A V O U R I N G N AT U R A L S I M P L I C I T Y - ENJOYS SOCIAL SET TINGS - H E A LT H Y L I F E S T Y L E | H I K I N G | C O O K I N G | F A M I LY O R I E N T E D - GIVES BACK TO THE COMMUNIT Y
14
THE PRODUCT
16
THE PRODUCT
DANIEL NECKLACE IN GOLD
JONOTHAN NECKLACE IN GUNMETAL
NICHOLAS NECKLACE IN GUNMETAL
$170.00
$170.00
$170.00
MICHAEL RING IN 24K GOLD
MICHAEL RING IN GUNMETAL
JOHN-JONES NAIL BRACELET IN GOLD
$600.00
$90.00
$75.00
BYRD CHAINLINK BRACELET IN GUNMETAL
HAWTHORNE LEATHER WEAVE
ANDY CHAIN BRACELET
$130.00
BRACELET IN BLACK
IN SILVER
$600.00
$210.0
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PROMOTION CALIFORNIA - NEWPORT BEACH| SAN DIEGO FLORIDA - MIAMI GEORGIA - ATL ANTA | SAVANNAH ILLINOIS - CHICAGO
- C O N S U M E R S W I L L R E C E I V E A PA M P H L E T A L O N G W I T H E A C H P U R C H A S E , C O N TA I N I N G O N E 1 0 % O F F C O U P O N O N T H E R E N E X T P U R C H A S E , I N F O R M AT I O N O N S C O T T B Y K E N D R A S C O T T & UPCOMING EVENTS. - E M A I L B L A S T, W I T H T H E L AT E S T O N S C O T T B Y K E N D R A S C O T T & K E N D R A S C O T T . -POSTING THROUGH SOCIAL MEDIA . | #SCOT TKS - S H O W C A S I N G M E R C H A N D I S E AT D I F F E R E N T E V E N T S .
TENNESSEE - NASHVILLE
- A N E V E N T L A U N C H I N G T H E B R A N D E X T E N S I O N , S C O T T B Y K E N D R A S C O T T. G U E S T W I L L
TEXAS - AUSTIN | DALLAS | HOUSTON | SAN ANTONIO
R E C E I V E A T H A N K Y O U G I F T B A G , C O N TA I N I N G A U N I Q U E S C O T T B Y K E N D R A S C O T T P I E C E . D E S I G N E D B Y K E N D R A S C O T T H E R S E L F.
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DIGITAL MARKETING WEBPAGE
EMAIL BLAST
22
INSTORE SIGNAGE
24
WINDOW DISPL AY
26
ACKNOWLEDGEMENT CONCEPT DIRECTOR - ANDY ENGLE ART DIRECTOR - DANIELLE BL AISE JEWLERY CONCEPT DESIGNER - DARBY SIMKINS PHOTOGRAPHER - DARBY SIMKINS P R O D U C T D E S I G N E R - E M I LY E C K A R D ST YLIST - ANDY ENGLE
K E N D R A S C O T T | 3 1 1 W B R O U G H T O N S T. S AVA N N A H G E O R G I A 3 1 4 0 1 ASHTON BURTON - STORE MANAGER M E G H A N C A R R - C O M M U N I T Y A N D R E L AT I O N S E V E N T M A N A G E R C A I T L I N M I R A G L I A - A S S I S TA N T M A N A G E R L I LY J O H N S O N - K E Y H O L D E R TA B I T H A D E A N - K E Y H O L D E R A S S O S C I AT E S M O D E L S : J AV I E R P I Ñ O L S E R R A | Z A C M I L L E R
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