Kate Spade
New York
Supercalifragibeautiful
Kate Spade
New York
Mission Statement
Crisp color, graphic prints and playful sophistication are hallmarks of Kate Spade New York. As our world is continuously expanding, our enthusiastic approach to the everyday is evident in each category we enter, from handbags and clothing to accessories, shoes, stationery, baby, tabletop, home, and now beauty. Vision Statement
To provide a vibrant collection of product that enthuses and brightens the everyday life of our clients worldly
Social Responsibility: Fifth & Pacific Companies support three major programs: philanthropic programs, global working conditions and environmental initiatives. The company believes that community investment and engagement is key in their role as a business leader. Helping women in the workplace is a top priority. They believe every woman should have the opportunity to reach her full potential and be financially stable. Fifth & Pacific companies know the demand of their high quality product, but they also make sure it is being made under fair and decent working conditions. The companies participate in the Fair Labor Association (FLA), which means they are auditing and monitoring against poor working conditions, and working closely with factory management to develop sustainable compliance programs. Lastly, Fifth & Pacific companies are committed to a long-term sustainable approach to caring for and safeguarding the environment.
Kate Spade
New York
Customer Narrative Holli Prescott wakes up every morning at 5:30 a.m. grabs her saffiano leather tote and leaves for the gym. After her hour workout she returns back to her one- bedroom apartment to find her boyfriend making breakfast and watching the news. After showering, Holli walks into her decently sized walk-in closet and lays out cropped, skinny, black dress pants, a cream blouse, black fitted blazer, and a statement necklace on the bed. She then proceeds over to her vanity to complete her look. Holli’s favorite store is Sephora and her vanity resembles a smaller version of the store. Once Holli is finished getting ready she rushes out the door to catch the L, but not before kissing her boyfriend goodbye. Holli arrives at The Art Institute of Chicago by 9 a.m. and goes right into a meeting to discuss the new design for an exhibit coming within a few months. After the meeting Holli grabs a Greek yogurt and a cup of organic green tea while she brainstorms and draws different plans for the exhibit. Holli feels so lucky to be an exhibit designer at a well-known art institute at the age of 27. After working on the exhibit plan for a few hours, she goes to the Park CafÊ for lunch with a co-worker and orders a chopped salad and water with lemon. She then does a little window-shopping on Michigan Ave. When Holli arrives back to her office she throws aside her flats, puts her red, patent leather pumps on and continues her duties around the museum. At 6 p.m. she touches up her face, takes down her bun, removes her blazer and leaves work for the night. She catches a taxi and heads to Pops for Champagne in River North to meet her boyfriend and their friends. They all share a few bottles of wine and many small plates of appetizers. Most of the conversations are about sports, gossip and fashion. After one too many glasses of red wine Holli and her boyfriend head back to their apartment in Lincoln Park. Once back at the apartment, Holli puts on her silk nightie and washes her face. She joins her boyfriend in their bed and reads Vogue magazine before she drifts asleep.
Kate Spade
New York
Customer Profile Geographic Segmentation
Region City Size Population Climate
East 100,000+ Urban & suburban Temperate & hot
Demographic Segmentation
Age Gender Household Income Occupation Education
18-40 Female 1-3 persons $50,000 to $100,000 Professional Some college or graduate
Sociocultural Segmentation
Culture Religion National Origin Race Social Class Marital Status Psychographics
American All Asian, American, European Caucasian, Oriental Middle to upper-class Single or Married Strivers
Effective & Cognitive Segmentation
Degree of knowledge Benefits sought Attitude
Novice Economy Positive
Behavioral Segmentation
Brand loyalty Store loyalty Usage rate User status Payment method Media usage Usage situation
Divided Divided Medium Current & potential Credit card Magazines Home, work, vacation
Kate Spade
New York
Beauty Collection Design Existing Product Design:
Pucker Up
Supercalifragilipstick
Packaging
The brand extension is Kate Spade New York Cosmetics. Kate Spade already has lipstick as a part of their brand, so it is only natural to add face, eye palettes, mascara, eyeliners, and powders. This extension is filling a void in her beauty department. Kate Spade has cosmetic bags, fragrances and lipstick; the company is just missing the other half of the cosmetics collection. It is a popular trend for high-end designers to branch out into their own line of cosmetics. This line feels right for the Kate Spade Company to progress. Beauty Collection Inspiration
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Kate Spade
New York
Product Style Numbers: “Liquid foundation”
#1B114-02 #1B115-02 #1B116-02 #1B117-02 #1B118-02 #1B119-02 #1B1110-02 #1B1111-02 #1B1112-02 #1B1113-02 #1B1114-02 #1B1115-02
Porcelain Cameo Blush Nude Natural Bisque Sand Almond Caramel Tan Walnut Mocha
“Press Powder”
#1B133-02 #1B138-02 #1B1312-02 #1B1315-02
Porcelain Natural Caramel Mocha
“Bronzer”
#1B1219-02 #1B1219-02 #1B1221-02
Golden Sun Dune
“Concealer pen”
#1B214-01 #1B217-01 #1B2111-01 #1B2113-01
Porcelain Nude Almond Tan
“Concealer pot”
#1B224-01 #1B227-01 #1B2211-01 #1B2213-01
Porcelain Nude Almond Tan
“Matte blush”
#1B3116-01 #1B3117-01 #1B3118-01 #1B3119-01
Pink Rose Peach Golden
“Crème blush”
#1B3222-01 #1B3223-01 #1B3224-01
Rosebud Sunrise Blaze
“Eye shadow palette”
#1B411-03 #1B421-03 #1B421-03 #1B421-03 #1B411-03
Matte browns Shimmer pinks Shimmer gold Shimmer purples
Matte neutrals “Lip-gloss”
#1B57-01 #1B56-01 #1B516-01 #1B517-01
Nude Blush Pink Rose
“Mascara”
#1B62-01 #1B625-01
Black Brown
“Gel eyeliner stick”
#1B722-01 #1B7225-01
Black Brown
“Precision liquid eyeliner”
#1B712-01
Black
Kate Spade
New York
Brand Identity
Playful. Sophisticated. Fun Selling Appeal The face appeal is what first lures customers to our product. The color scheme is fun and a little whimsy. The qualities of our formulas are top of the line and will enhance beauty, not cover it. • Boost • Quality • Luxury Distinct Characteristics Kate Spade cosmetics resembles sophistication, yet is playful and vibrant. The color scheme of the line, being gold and magenta, is luxurious but lively. The phrase on each product, like supercalifragilash, is witty and adds that extra touch. Kate Spade’s beauty line will brighten any woman’s makeup bag. • Lively • Sharp • Quality
Kate Spade
New York
Retailer Partner Nordstrom has been in the business for more than a 100 years and consistently exceeds customer expectations. Nordstrom works to deliver the best possible shopping experience and serve customers in more ways with a fresh, relevant experience. They believe that fashion and shopping change, but their commitment to happy customers does not.
•
Locations that Kate Spade Beauty will be found (20): • Nordstrom Roosevelt Field (New York) • Nordstrom The Grove (Los Angeles) • Nordstrom Fashion Valley (San Diego) • Nordstrom Michigan Avenue (Chicago) • Nordstrom Oakbrook Center (Oak Brook, IL) • Nordstrom Old Orchard Center (Skokie, IL) • Nordstrom Downtown Seattle • Nordstrom Northgate (Seattle) • Nordstrom Dadeland Mall (Miami) • Nordstrom Town Center at Boca Raton • Nordstrom Garden State Plaza (Paramus, NJ) • Nordstrom Fashion Show (Las Vegas) • Nordstrom Cherry Creek Shopping (Denver) • Nordstrom Perimeter Mall (Atlanta) • Nordstrom Ross Park (Pittsburgh, PA) • Nordstrom Houston Galleria (Houston) • Nordstrom The Woodlands (The Woodlands, TX) • Nordstrom Somerset Collection (Troy, MI) • Nordstrom The Mall at Green Hill (Nashville) Nordstrom The Fashion Centre at Pentagon City (Arlington, VA)
Kate Spade
New York
Purchase Order Ven#
120199 2
Style # #1B11 4-02 #1B11 5-02 #1B11 6-02 #1B11 7-02 #1B11 8-02 #1B11 9-02 #1B11 10-02 #1B11 11-02 #1B11 12-02 #1B11 13-02 #1B11 14-02 #1B11 15-02 #1B13 3-02 #1B13 8-02 #1B13 12-02 #1B13 15-02 #1B12 19-02 #1B12 20-02 #1B12 21-02 #1B21 4-01 #1B21 7-01 #1B21 11-01 #1B21 13-01 #1B22 4-01
Vendor Name Kate Spade New York New Order _X____ Descripti on Liquid foundation Liquid foundation Liquid foundation Liquid foundation Liquid foundation Liquid foundation Liquid foundation Liquid foundation Liquid foundation Liquid foundation Liquid foundation Liquid foundation Press powder Press powder Press powder Press powder
Beg. Ship
Apr-14
Compl ete
Jun-14
Labe l Kate Spa de New York
Confirmation __X___
Dept
Cosmet ics
Season
Buye r
Date
Fall
Melis sa Jones
3/20/ 14
Shippe d:
PO#
3124
Ordinary___X__
Retailer
Nordstr om Special______
Uni ts
TTL Units
Wholes ale
10
10
$23.00
$45.00
$230.00
$450.00
Cameo
10
10
$23.00
$45.00
$230.00
$450.00
Blush
10
10
$23.00
$45.00
$230.00
$450.00
Nude
14
14
$23.00
$45.00
$322.00
$630.00
Natural
12
12
$23.00
$45.00
$276.00
$540.00
Bisque
10
10
$23.00
$45.00
$230.00
$450.00
Sand
10
10
$23.00
$45.00
$230.00
$450.00
Almond Carame l
10
10
$23.00
$45.00
$230.00
$450.00
10
10
$23.00
$45.00
$230.00
$450.00
Tan
14
14
$23.00
$45.00
$322.00
$630.00
Walnut
10
10
$23.00
$45.00
$230.00
$450.00
Mocha Porecel ain
10
10
$23.00
$45.00
$230.00
$450.00
12
12
$20.00
$39.00
$240.00
$468.00
Natural Carame l
12
12
$20.00
$39.00
$240.00
$468.00
12
12
$20.00
$39.00
$240.00
$468.00
Mocha
12
12
$20.00
$39.00
$240.00
$468.00
Bronzer
Golden
15
15
$20.00
$39.00
$300.00
$585.00
Bronzer
Sun
15
15
$20.00
$39.00
$300.00
$585.00
Bronzer Consealer pen Consealer pen Consealer pen Consealer pen Consealer pot
Dune Porecel ain
10
10
$20.00
$39.00
$200.00
$390.00
8
8
$15.00
$29.00
$120.00
$232.00
Nude
12
12
$15.00
$29.00
$180.00
$348.00
Almond
10
10
$15.00
$29.00
$150.00
$290.00
Tan Porecel ain
10
10
$15.00
$29.00
$150.00
$290.00
8
8
$12.00
$24.00
$96.00
$192.00
Color Porcelai n
Retail
TWS
TR
#1B22 7-01 #1b221 1-01 #1B22 13-01 #1B31 16-01 #1B31 17-01 #1B31 18-01 #1B31 19-01 #1B32 22-01 #1B32 23-01 #1B32 24-01 #1B41 1-03 #1B42 1-03 #1B42 1-03
Consealer pot Consealer pot Consealer pot Matte blush Matte blush Matte blush Matte blush Crème blush Crème blush Crème blush Eyeshado w palette Eyeshado w palette Eyeshado w palette
#1B42 1-03 #1B41 1-03 #1B5701 #1B5601 #1B51 6-01 #1B51 7-01 #1B6201 #1B62 5-01 #1B72 2-01 #1B72 25-01 #1B71 2-01
Nude
12
12
$12.00
$24.00
$144.00
$288.00
Almond
10
10
$12.00
$24.00
$120.00
$240.00
Tan
10
10
$12.00
$24.00
$120.00
$240.00
Pink
20
20
$15.00
$29.00
$300.00
$580.00
Rose
20
20
$15.00
$29.00
$300.00
$580.00
Peach
20
20
$15.00
$29.00
$300.00
$580.00
Golden Rosebu d
20
20
$15.00
$29.00
$300.00
$580.00
18
18
$15.00
$29.00
$270.00
$522.00
Sunrise
18
18
$15.00
$29.00
$270.00
$522.00
18
18
$15.00
$29.00
$270.00
$522.00
14
14
$20.00
$40.00
$280.00
$560.00
12
12
$20.00
$40.00
$240.00
$480.00
14
14
$20.00
$40.00
$280.00
$560.00
Eyeshado w palette Eyeshado w palette
Blaze Matte brown Shimm er pink Shimm er gold Shimm er purple matte naturals
8
8
$20.00
$40.00
$160.00
$320.00
12
12
$20.00
$40.00
$240.00
$480.00
Lip-gloss
Nude
30
30
$10.00
$20.00
$300.00
$600.00
Lip-gloss
Blush
30
30
$10.00
$20.00
$300.00
$600.00
Lip-gloss
Pink
30
30
$10.00
$20.00
$300.00
$600.00
Lip-gloss
Rose
30
30
$10.00
$20.00
$300.00
$600.00
Mascara
Black
30
30
$12.00
$24.00
$360.00
$720.00
Mascara Gel eyeliner stick Gel eyeliner stick Precision liquid eyeliner
Brown
10
10
$12.00
$24.00
$120.00
$240.00
Black
30
30
$10.00
$20.00
$300.00
$600.00
Brown
25
25
$10.00
$20.00
$250.00
$500.00
Black
30
30
$12.00
$24.00
$360.00
$720.00
$5,500. 00
$10,886. 00
737
Wholesale Total= $5,500 $5,500 x 20 Nordstrom stores = $110,000