LXFM 763 FASHION PROMOTION ANDREA BENZO | SARAH NICKLE | SMALIKA VERMA | WENDY BONILLA
“
SHE TUCKED HER CORAL LIPSTICK AWAY AND FLOATED BACK TO THE PARTY Kate Spade NEW YORK
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CONTENTS
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EXECUTIVE SUMMARY COMPANY OVERVIEW NEW INITIATIVE
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COMMUNICATION OBJECTIVES COMMUNICATION MIX SYNERGIES
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COMPETITIVE ANALYSIS BRAND POSITIONING TARGET CUSTOMER MENTAL AND MARKET SPACE
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BUDGET ALLOCATION TIMING OF THE LAUNCH EXPLORATIVE CONCEPT TESTING EXECUTION TACTICS
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BUSINESS ISSUE KEY SUCCESS FACTOR ANALYSIS IDENTIFICATION OF OPPORTUNITIES AND CHALLENGES
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MARKETING ASSETS CAMPAIGN EVALUATION AD DIAGNOSTICS
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RESEARCH GOALS RESEARCH DESIGN AND ANALYSIS POSITIONING OF NEW INITIATIVE
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CONCLUSION BIBLIOGRAPHY
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EXECUTIVE SUMMARY Kate Spade is recognized as a global lifestyle brand. With 450 stores worldwide, the company has reached out into multiple brand extension categories. In the past, Kate Spade has attempted to launch a lipstick. The launch resulted in a failure. Throughout this process book we will identify the business issue of Kate Spade and why the brand failed at an initial lipstick launch. We will further identify and explore the key success factors of the brand. The key success factors include excellent product quality, product made from reliable ingredients, impeccable customer service, brand awareness, and glamorous IMC campaigns. A new initiative will be proposed for a launch of a color cosmetics line. “Yay! Kate Spade” will introduce a range of color cosmetics to the world of the brand.
COMPANY OVERVIEW Kate Spade was started in 1933 by husband and wife, Andy and Kate. Kate wanted to create the perfect bag. The first store was opened in NYC in 1996. Kate Spade aims to design colorful living with wit. The company was bought by Tapestry Inc. in 2017 for US$2.4 billion. There are 450 stores worldwide. Kate Spade is known as a global lifestyle brand today. Products offered include handbags, clothing, jewelry, shoes, stationery, eye wear, baby clothing, fragrance, tabletop, bedding and gifts. The company’s mantra is to “live colorfully.”
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NEW INITIATIVE
S
Strong Brand Identity
W
Diverse social media presence
Customer Service Lacks rich brand heritage
Strong customer loyalty Consistent increase in overall sales
Kate Spade’s color cosmetics didn’t
in the field concentrating on hair colour,
formulation of makeup, given they are
delight the customers enough to last
skin care, sun protection, makeup,
the experts.This is also an opportunity
the dynamic market. With the cosmetic
perfume and hair care. A licensing
for Kate Spade Makeup to be a part of
industry on the boom, it becomes
partnership with L’oreal allows Kate
L’oreal Luxe, of which brands like Yves
imperative for Kate Spade to venture into
Spade to be rest assured of the quality
Saint Laurent, Giorgio Armani, Urban
the market with a full-blown strategy.
and standards of makeup produced.
Decay, etc. are a part of.
product line with color cosmetics. It will
The licensing procedure entails L’oreal
Kate Spade New York is venturing into
be a licensing partnership with L’Oréal.
manufacturing color cosmetics for Kate
the prospects of color cosmetics within
Spade New York for a fixed payment.
its existing demographic. The new line of
L’Oréal is a French personal care
The
rights
makeup will be called Y.A.Y, an acronym
company
Clichy,
agreement will be signed between
for Young and Youthful. Together, the
Hauts-de-Seine with a registered office
the concerned parties. Kate Spade will
product line will be named YAY by Kate
in Paris. It is the world’s largest cosmetic
reserve the design, nature of product
Spade. YAY is a step into the personal
company and has developed activities
and packaging rights while L’oreal will
product industry that is growing at the
hold complete authority over the
rate 4% to 5% in the past few years.
The new initiative is to introduce a new
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headquartered
in
intellectual
property
O
Create more immersive
T
Competitors, such as Nars,
store experience
Urban Decay
Expansion into personal products
Negative WOM - bad customer
Global growth in color
service experiences
cosmetic market
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COMPETITIVE ANALYSIS Yay! By Kate Spade’s top competitors are Marc Jacobs Beauty, NARS Cosmetics, Too Faced Cosmetics, Anastasia Beverly Hills, Tarte Cosmetics and Urban Decay. All of Yay by Kate Spade’s Competitors have a strong presence in Social Media, especially on Youtube and Instagram. In their marketing campaigns, they mainly work with CRM, influencers, and online campaigns. Marc Jacobs, being Kate Spade’s main competitor in the handbags category, has a strong beauty brand; Marc Jacobs Beauty develops innovative textures among the different beauty categories and offers a line of lipsticks with long-wearing colors. NARS Cosmetics is a French cosmetics and skincare company that has created various multi-use beauty products. NARS is recognized for their high-quality products and pigmentation. Too Faced Cosmetics is recognized for their fun and colorful products and packaging, it has grown into a leader in the beauty industry, creating innovative cruelty-free cosmetics with high quality.
Anastasia Beverly Hills is recognized by digital innovation and
Urban Decay has an extended line of products for lips, eyes,
numerous accolades for products such as cult-classics Brow
and nails, as well as other face and body products. They are
Wiz, Contour Kit, and Liquid Lipstick.
mostly known for their Naked collection, which includes eight different eye palettes.
Tarte Cosmetics provides cruelty-free and vegan products, differentiating the company from its competitors and generating a loyal following of customers.
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BRAND POSITIONING MAPS
POSITIONING Yay! by Kate Spade In order to position Yay! By Kate Spade we made an analysis based on the importance of each attribute based to the target consumer’s perception.
Competitive Analysis Social Media: Instagram,
According to the primary research, 64% of the population
Facebook and Youtube:
considers fun packaging as an important makeup attribute, 80% considers quality as an important attribute and 85%
Considering the importance of Social Media as
considers pigmentation as an Important attribute.
a marketing strategy on the beauty industry, we made an analysis of the competition’s
Based on those results, we were able to position each
subscribers and followers.
brand according to the importance of each attribute, and the perception of the brand. In the questionnaire, the
Too Faced and Tarte Cosmetics are ahead in
population ranked each brand in every aspect from 1 to 5,
YouTube with the biggest communities of
one being bad and five being excellent.
subscribers among the other competitors, including Kate Spade. However, Kate Spade has
We found that Marc Jacobs has the
a competitive advantage over Marc Jacobs and
best pigmentation along Nars, both
Nars as a Youtube channel.
of them have an outstanding quality, which makes them strong competitors
When it comes to Facebook, Kate Spade is the
because pigmentation and quality are
second brand with more fans after Urban Decay,
the most important attributes. So,
nevertheless, on Instagram there’s still an
there’s an opportunity over Anastasia,
opportunity, where Kate Spade is the smallest
Tarte, and Urban Decay; since they
account while Anastasia and Too Faced are the
were best ranked for Fun Packaging.
most followed.
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TARGET CONSUMER
LIFESTYLE AND PSYCHOGRAPHICS Millennials Girls are into clubbing, instagramming everything, exploration and finding new experiences. They are current and post college students, they are aspiring luxury brands, but they cannot afford it yet, thet like hanging out with friends, they love bright colors, they enjoy experimenting new colors combinations and new trends.
PRIMARY: Female Millennials, age 18-25 They are in College or just graduated and the majority supported by their parents. SECONDARY: Professional Females, age 25-35 They have corporate and/or freelance work
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Self-built business professionals
Professional Women are at the beginning of their careers, they are getting
Income: $55,000- $70,000
more professional and sophisticated looks, they are identifying their own style
Education: Well educated
and becoming more loyalty to brands. They occasionally go to clubs, they
College with Bachelor’s Degree
enjoy going to restaurants, drinking wine.
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BEHAVIORAL INFORMATION
MARKET AND MENTAL SPACE
Both segmentations use the power of Internet, they use well known social
MARKET SPACE:
media platforms such as Instagram, Youtube, Facebook, Snapchat. They use
In the long term Kate Spade will focus on a wider clientele to gain profit from
apps to buy wearables and makeup. They look up everything on Google and
everyone interested in buying their products for the primary segmentation
reviews are very important in their decision whether going or not. They prefer
such as: Family, friends, boyfriend, etc..
everything to be paperless. MENTAL SPACE: Primary Segmentation: Young Women between 18-25 years old, into Fashion, trends and new style exploration, aspiring Luxury brands, Love bright colors, enjoy shopping and they are currently in College or recently graduated. Yay! By kate spade gives a mental image of girly, young, fun, cute, young women not afraid to wear bold colors and prints and always exploring new trends.
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THE IMC PROCESS KEY SUCCESS FACTORS IDENTIFICATION
BUSINESS ISSUE
T
he business issue observed for
awareness of the brand extension is
lipstick lacked a strong pigmentation.
this project is Kate Spade’s missed
something that most brands struggle
It was said to be more of a “tinted
opportunity in crossing the threshold
with. Another issue was that the
lip balm”. This feedback is essentially
into the growing colored cosmetic
brand only launched lipsticks. It was
taken into consideration, so that the
market. Kate Spade had attempted
an awkward launch due to the limited
company can finally venture again
to launch a range of lipsticks titled
line of colored cosmetics. Customers
into the color cosmetics industry, this
“Supercalifragilipstick”, way back in
did not respond well to the product
time with a strong background and
2011. The launch resulted in a failure
once it was released. The average
an array of products.
for many reasons. The initial lack of
customer response was that the
Personal Care Products: Excellent product quality Made from reliable ingredients Customer service Brand awareness Glamourous IMC campaigns
KEY SUCCESS FACTORS ANALYSIS The strengths of the key success factors are excellent product quality, reliable ingredients, and brand awareness. Excellent product quality and reliable ingredients are guaranteed due to the reliable licensing with L’oreal. Strong brand awareness is both a strength and competitive advantage. Kate Spade is extremely recognizable. One will be able to identify the brand by looking at
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the makeup packaging.
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IDENTIFICATION OF OPPORTUNITIES AND CHALLENGES
D
ue to the continuous growth
Kate Spade has the opportunity to
that most brands face as an initial
Our overall research goals are stated as follows. Our top priority is to obtain key insights. Through obtaining these key
in the cosmetic industry since
create stunning campaigns while
challenge.
market
insights we will be learning opinions about the brand extension. Through our research we will assess the feasibility
2014, Kate Spade has the opportunity
maintaining their aesthetic. Licensing
and navigating competitors will be
of color cosmetics in the Kate Spades overall product range and consumers likability and willingness to purchase.
to capture market share in colored
with
a challenge as well. The cosmetic
Purchasing behavior and appropriate information channels will be analyzed as well. A variety of research tools will be
cosmetics. With excellent product
product quality.
industry is an industry that many
used to acquire the information that has helped us form our strategy for the new product line.
quality and a strong brand awareness, Kate Spade has the opportunity
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RESEARCH GOALS
to
create
to
capture
identifiable
will
ensure
great
the
ate Spade’s biggest challenge will
brands are expanding into. Everyone
be customer service. Frequent
wants to gain market share in this
on
specific sector. Therefore, positioning
attention.
negative aspects of interactions with
the brand extension in the consumers
Glamorous IMC campaigns are a key
customer service associates. Lack
mental space will be a challenge
success factor in the beauty industry.
of brand extension is something
as well.
consumers
packaging
K
L’oreal
Entering
customer
feedback
touches
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RESEARCH DESIGN CHART
RESEARCH ANALYSIS
Based off analyzing Kate Spade’s company reports and
As a group we went to observe consumer habits by
drawing knowledge from existing knowledge bases,
visiting the local Sephora at the Oglethorpe Mall in
we have gained important insights on the brand.
Savannah. The ETIC approach gave us the following
Kate Spade is continuously working towards driving
insights. Some customers are explorative. They
product category expansion. Their goal is to:
take their time to compare makeup brands, read descriptions and ingredients, even online reviews.
“Continue growing their margins through licensing partners for new categories”.
They are open to trying new brands and sometimes, look for offers. Other customers are brand loyalists and have a set mindset as to the brands they purchase.
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Existing Knowledge Base is one of
Observation is a great tool for
Interview-based insights are the most
the most reliable sources, as far as
understanding
customer’s
reliable when it comes to primary
authenticity goes. These sources are
behavior in a real life situation. For
information, which can be as detailed
approved by global forums and are
this project, we visited Sephora,
as we want. For this purpose we did
great benchmarks for ideation as
a multi brand store to observe
a focus group interview with 10
well as understanding the customer.
customers buying cosmetics. This is
people from different backgrounds.
Company’s annual reports, 10-K forms
an ETIC approach, which allowed us to
We also sent out an online survey
as well as information from databases
observe customers’ buying patterns
to customers within our target age
like Euromonitor and Red Books are
as well as their preferred brands in
group and interviewed Kate Spade’s
essential to this project.
makeup.
Assistant Brand Manager.
the
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RESEARCH ANALYSIS
O
ur QUALITATIVE RESEARCH was
importance of storytelling being used
gained from an interview with
as a tool for brand building. Bright
an employee at Kate Spade and by
colors and bold prints are at the heart
conducting a focus group. By speaking
of the brand. The focus group we
with Fernanda Clark, who works
conducted consisted of ten people.
at the companies corporate office,
We introduced our product range
we were able to gain some insider
and new initiative to individuals.
information. Fernanda is an Assistant
Excitement was shown from eight out
Brand Manager with Kate Spade.
of ten people. Individuals expressed
She informed us that the company
their brand preferences and explained
launches four new collections each
their reasoning and likelihood of
year. Fernanda greatly expressed the
purchasing a Kate Spade cosmetic.
T
o put it in a nutshell, our
research insights were helpful in
T
he
QUANTITATIVE
RESEARCH
was gathered by conducting an
online survey. Our findings displayed the following. We discovered that 63% of individuals who took our survey were within 18 to 25 years old. The age range proved to be extremely social media savvy. YouTube and Instagram were the most popular. 58% of individuals liked the idea of a color cosmetic line by Kate Spade. The potential customers liked the idea of our variety of colors and packaging with a Kate Spade aesthetic.
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allowing us to understand the cosmetic market, customers and their behavioral characteristics as well as the brand Kate Spade itself and how our project can leverage the brand’s current identity and aesthetics to introduce a new product line.
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POSITIONING STRATEGY FOR THE NEW INITIATIVE
COMMUNICATION OBJECTIVES
Price
The principal objective of the communication strategy We would like to position Yay! by
is to create knowledge of the new Kate Spade’s
Kate Spade around the likes of Marc
makeup line: Yay! By Kate Spade, throughout the US
Jacobs Beauty and NARS Cosmetics.
customers base at least during the first three months
They are not only in a mid to premium
of the product launching. Also, we aim to increase Kate
price range, but also come in good
Spade’s brand awareness by at least 25% through the
packaging, have great pigmentation,
website and Social Media channels: Instagram, Youtube
made of reliable ingredients and
and Facebook, during the first quarter of the product
follow Kate Spade’s ‘live colorfully’
launching in the US territory.
aesthetics. The idea is to position Yay! as the one of the newest make up products to be ‘gram’-friendly.
Quality
Furthermore, the campaign looks forward to increasing the Social Media engagement by at least 10% during the first 3 months of the product launching. Moreover, with
The positioning strategy consist of
The multi brand stores Kate Spade
this campaign we expect to create a desire on the target
the following. We will continue to
wishes to sell product at are Sephora,
audience to buy the new Kate Spade makeup line at least
maintain a cohesive brand image
Nordstrom, Bluemercury, and Barneys
3 months after the campaign launching.
and overall aesthetics. “Yay! Kate
New York. E-commerce online store
Spade’s competitive price range will
will consist of Kate Spades online
be between $20 to $40 depending on
website, ASOS, and Ulta Beauty’s
the product. Distribution will consist
website.
of most Kate Spade stores, multibrand stores, and the e-commerce platform.
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COMMUNICATION MIX
PRIMARY MEDIA For
this
campaign,
we
selected
as
a
primary
We intent to generate engagement with the audience
medium Social Media (YouTube and Instagram), and
and continue posting content relevant to the campaign.
“While content is king, distribution is the queen
Email Marketing.
Email Marketing: The day of the launching we will send an
and she wears the pants”
Social Media (YouTube and Instagram): With a content
E-mail to the customer database, this E-mail will include
guided target audience, we consider Kate Spade should
a short GIF of the video, linked to the website’s landing
-Mary Renner Beech, executive vice president and
have YouTube and Instagram as primary mediums for
page. The landing page will feature the commercial and
chief marketing officer of Kate Spade & Company.
the Yay by Kate Spade launching. The brand is aligned
the products available for sale. This channel will guide
with storytelling and has an active community on the
the customers directly to the action, which is buying
Kate Spade believes in “The medium is the
Youtube Channel. We will post the video on YouTube and
the product, it also will be easy to track the effect of the
message,” so the communication mix is usually
Instagram, along with posts related to the campaign.
communication on the target audience.
very
strategic
and
effective.
Kate
Spade’s
marketing initiatives include direct mail, in-store events, magazines, and digital marketing: Social Media and CRM.
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SECONDARY MEDIA As
secondary
media
the
the guests. Moreover, everything will be
We will send boxes with the products to
campaign, we selected a launching
documented and posted to the social
social media influencers, preferably
event,
media channels. The main goal of this
beauty bloggers that can test the Yay by
Kate Spade’s video mindset syncs well on its
and magazines.
event is to generate buzz and word of
Kate Spade Makeup line and generate
website as well as YouTube Channel. The target
Launching Event: During the first
mouth, especially through the social
engagement and brand awareness.
audience is used to Kate Spade delivering fun and
month of the launching campaign,
media of the guests.
Print Media: Yay by Kate Spade’s print
engaging content, and stories that can be relevant
we will host an event, which will take
Influencers marketing: Considering
media will be placed on a Vogue’s
to their lifestyle.
place at the Kate Spade’s flagship
the fact the competition of Yay by
Magazine, we selected a single page
store in New York City. The invitations
Kate Spade has a very well defined
ad, next to index for customer en-
We also believe the Influencer’s marketing and the
will be sent to beauty influencers and
strategy in the beauty bloggers world,
gagement. We will have presence for a
launching event work notable well together, and
media personnel. During the event,
we consider this medium is extremely
period of three months. This will depicts
they also complement each other along the social
there will be Promotional giveaways to
important to the communication mix.
the lifestyle and brand experience.
media strategy. Also, the Email marketing allows
influencer’s
for
SYNERGIES AMONG CHOSEN MEDIA
marketing
direct targets. It showcases the campaign with the video, but it also leads the customer directly to the action, which is buying the product. While
the
the
media
communication
will
reinforce
to
the
target audience, the media chosen, all together, will help to increase awareness, customer engagement and sales.
Campbell Katie. February 27, 2015. Accessed May 25, 2018. https:// www.youtube.com/watch?v=uzs7KD-KGmo.
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BUDGET
According to the company’s annual reports from 2017 as well as their profile on Red Books USA, their advertising and marketing budget is roughly US$56.5million. Of this amount, they usually deploy 25% towards new product lines. We have taken that 25% portion, that amounts to US$14 million for Yay!’s budget. The budget has been divided into traditional mediums such as magazines, digital mediums such as social media platforms, as well as public relations, influencer marketing and weekly email newsletters.
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TIMING OF LAUNCH
CAMPAIGN TIMING
The product will be launched along the IMC campaign the first week of March 2019. First of all because during that time the Spring-Summer Collection will be launched and we want to take advantage of the seasonality. Spring and Summer are associated with bright and fun colors so that it will make an excellent fit for the product. It’s also necessary to consider the fact that throughout that period, Mother’s days and Woman’s day are happening, so it’s an attractive opportunity to boost the launching.
According to the gantt chart above, the pre-launch of the campaign would begin in February 2019 and continue upto March. During pre-launch, we will revive the Kate Spade’s website with a new landing and add teaser videos and images. Social media platforms like Facebook, Instagram and YouTube will also show ‘coming soon’ posts. The email list customers would start receiving special emailers hinting about the new product range. During this time, we will also start contacting influencers and bloggers and leverage their fan following. The launch month is April. This is the time when the website will have the products up for sale, social media platforms will have product images as well as launch event will be held to commemorate the beginning. During the post launch, the magazines will start showing Yay! By Kate Spade’s advertisements of a girl wearing makeup amongst other women with no makeup on their faces. Since every 3 months, a new product line is advertised, magazines will have ads from May through July. The other mediums will run until August before a new product line is introduced.
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BIG IDEA
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Kate Spade defines itself as a world
missing. In that fantastic world of
goes to a party, one of those typical
full of crisp colors, graphic prints, and
charm. However, something might be
events she always attends, after a while
playful sophistication. From handbags
missing. In that fantastic world of
hanging out she feels bored; until
and clothing to jewelry, fashion
parties, cupcakes, glitter, traveling and
magical happens; Molly, the cutest
accessories,
eye-wear,
much more, there’s no makeup. That’s
puppy, comes to her and call her out.
shoes, swim-wear, home decor, desk
how the big idea begins. Dorothy lives
Dorothy chases Molly, who is leading
accessories, stationery, tabletop and
in that world without makeup; parties
her to a magical treasure: Yay by Kate
gifts, the brand encourages personal
were fun, clothes were beautiful, there
Spade makeup line. Dorothy puts her
style with a dash of incandescent
was glitter everywhere, but for Dorothy,
makeup one, goes back to the party and
charm. However, something might be
something wasn’t right. One day she
turns up the environment.
fragrance,
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EXPLORATIVE CONCEPT TESTING For our explorative concept testing, we will discuss key takeaways from our focus group discussions and expert interview. We asked four main questions with in focus group discussion. These questions are: how does the name YAY! sound for a makeup line?; Does it match Kate Spade’s overall
EXECUTION TACTICS
brand aesthetics?; Any color preferences?; And should there be suspense or direct product placement? With our expert interview we were told to avoid excessive florals, but to continue to use prints and stripes. Bright and bold colors for makeup align with the brand identity. Our interviewee, Fernanda, suggested that we incorporate fun elements into the video, such as balloons.
Our execution tactics consist of attention, placement, providing real news, showing a slice of life, use of music and sound effects, and brand prominence. Our attention will be drawn by using the bottom up process. We wish to capture attention through narration and camera movements. Our placement will be heavily placed on Youtube and print ads. Kate Spade’s Youtube channel video and ads at the beginning of VEVO official music video will contain our video and advertisement. Print ads will be featured in Vogue, ELLE, Cosmopolitan and Harper’s Bazaar. We will provide real news by introducing the range of color cosmetics by Kate Spade and Presenting the brand extension of YAY! by Kate Spade. By showing a slice of life in a day in a world without makeup we will create emotional resonance. The use of music and sound effects will shift from awkward to a more happy soundtrack. Effects like the sound of heels clicking, flipping pages and nail tapping will be used. In order to establish the brand’s prominence the opening of the film will state “Kate Spade presents…” and the end of the film will state “YAY! By Kate Spade.”
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MARKETING ASSETS
BEHIND THE SCENES
VIDEO COLLATERAL
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ADVERTISEMENT
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LAUNCH INVITATION
CAMPAIGN EVALUATION Campaign Tracking Techniques Continuous tracking of our campaign will allow us to run ad diagnostics and metric analysis on our advertisement campaign. We will heavily utilize social media business insights in order to obtain pertinent information. Our social media business insights will follow our platforms where the ad campaign was launched. These include Facebook, Youtube, Instagram and Pinterest. Statistical tracking will allow us to gather information on profile views, website clocks, overall reach, impressions and video views.
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AD DIAGNOSTICS
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Ad diagnostics diagnose the campaign’s effectiveness
Personal characteristics, demographics and media habits
of brand awareness. Through our campaign tracking
can also be closely followed via social media ad diagnostics.
methods we will have data about our campaign at our
Gender percentage reach is the most basic information
fingertips. Brand awareness can be measured by reach
provided. A bar chart can be seen which shows the largest
and impressions of repeat and first time viewers. The
age range that is drawn to our content. Age range charts
purchase intention and brand consideration can be
can be divided into men and women. Top locations can
tracked through website clicks. This allows us to follow
be analyzed as well. Locations can be broken down into
the habits of consumers and the paths they take to end
countries and cities. Peak times for posting content is also
up at our website to make a purchase. Ad recognition and
provided for analyzing. It can be viewed as hourly or daily.
image tracking can be closely followed by shares, reposts
This allows companies to post at the hours and days with
and trending hashtags that align with out campaign.
the highest social media traffic.
CAMPAIGN LAUNCH YOUTUBE
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CONCLUSION Through our analysis of the IMC process, we have produced and analyzed a new initiative for Kate Spade. The brands business issue was discussed, key success factors were identified, and our communication objectives and mix was outlined. By obtaining key consumer insights and creating a budget allocation, “Yay! Kate Spade” will launch in April 2019. Our promotion film and marketing materials serve as strong collateral to further sales at the launch of Kate Spade’s new colored cosmetics line. Over time we will continuously track our campaign to gain optimal feedback. Our multiple social media outlets and campaign timing will allow for a successful campaign.
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BIBLIOGRAPHY
“Kate Spade & Company - Investor Presentations.” Kate Spade & Company - Our Company, www.katespadeandcompany. com/web/guest/investorpresentations. Kate Spade & Company - Investor Relations.” Kate Spade & Company - Our Company, www.katespadeandcompany.com/ web/guest/investorrelations.
PRINCIPLES OF INTEGRATED MARKETING COMMUNICATIONS by LAWRENCE ANG Pmc. “Kate Spade Launches Lipstick Line.” WWD, WWD, 15 July 2011, wwd.com/beauty-industry-news/color-cosmetics/ “@Narsissist • Instagram Photos and Videos.” Instagram, www.instagram.com/narsissist/.
kate-spade-new-york-launches-lipstick-line-3721583/.
“About ABH.” Anastasia Beverly Hills, www.anastasiabeverlyhills.com/.
“Kate Spade New York (@Katespadeny) • Instagram Photos and Videos.” Instagram, www.instagram.com/katespadeny/.
“About the Brand.” Marc Jacobs Beauty, www.marcjacobsbeauty.com/about-the-brand.html.
Donnaheiderstadt. “Kate Spade RTW Fall 2016.” WWD, WWD, 12 Feb. 2016, wwd.com/runway/fall-ready-to-wear-2016/ new-york/kate-spade/review/. Accessed 30 May 2018.
“About Us.” Kate Spade, www.katespade.com/katespade-customer-service-ks-about-us/ks-who-we-are.html. Karen, et al. “Kate Spade Supercalifragilipstick Review, Pictures and Sale.” Makeup and Beauty Blog | Makeup Reviews, “AC Foundation Shade Launch.” Tarte Cosmetics: Makeup, Skincare & Beauty Products, tartecosmetics.com/.
Swatches and How-To Makeup, 19 Feb. 2013, www.makeupandbeautyblog.com/cosmetics/tuesday-post-1-kate-spadesupercalifragilipsticks/.
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LXFM 763 FASHION PROMOTION ANDREA BENZO | SARAH NICKLE | SMALIKA VERMA | WENDY BONILLA
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