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table of contents client profile...................................................................................................................1 creative brief..................................................................................................................2 SWOT analysis................................................................................................................3 expanded target market....................................................................................................4 mood board....................................................................................................................5 textures..........................................................................................................................6 competitor analysis.........................................................................................................7 style guide......................................................................................................................8 logo design.....................................................................................................................9 print ad........................................................................................................................10 media/ merch................................................................................................................11


client profile company name kate spade

about the company

industry fashion

kate spade new york has over 140 retail shops and outlet stores across the United States, and more than 175 shops internationally

strengths and core competencies

mission, vision, goals

products/services

kate spade new york strives for bold colors, patterns and graphic prints with a chic flare. all products are to be made with high quality. kate spade new york wants women to be confident, passionate and strong willed while expressing their own personal style with a bit of sass

handbags, wallets, clothing, shoes, jewelry, desk & stationery

tone/current design style used

target audience

niche

women 21-35, college educated, fashion forward, city living, single or in a relationship

urban/city, fashionable business women

strong brand name, creativity and design

kate spade uses bold colors and patterns with a simplistic logo on their products

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creative brief background/overview in 1993, kate brosnahan spade set out to design the perfect handbag. debuting with just six silhouettes, she combined sleek, utilitarian shapes and colorful palletes in a new way. In 2007, deborah lloyd became president and launched clothing and jewelry collections followed by bedding, legwear and fragrance.

unique selling proposition kate spade is a global lifestyle brand that aims to inspire colorful living through all of the products they offer.

objective/purpose/goals kate spade aims to have the trendiest handbags with many options of graphic prints and colors so every girl can creatively express themselves with various kate spade products.

words that describe the visual appearance you want to achieve eye catching, luxury, high-quality, posh, chic

taglines people will stare, make it worth their while.

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strengths

weaknesses

diverse products social media presence brand loyalty unique marketing

limited brand awareness customer service narrow target market

swot analysis

opportunities

threats

growth in e-retailing growth in footwear expand target market

market competition rising cost of employees counterfeit purses

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expanded target market

name chelsea golding

age 25

location chicago, il

income level $70,000

occupation famous travel writer/blogger

social class upper middle class

education bachelor’s degree

marital status single

mini bio chelsea is a 20-something fun loving and adventorous city girl who is always itching to explore a new place. her popular travel blog is an outlet for her to express all of her amazing travel experiences in a honest way. her favorite part about being a travel writer is stayin in luxurious hotels all over the united states.

hobbies traveling, reading, writing, dancing, shopping

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mood board

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textures

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competitor analysis

coach, michael kors and kate spade all produce high quality hand handbags at similar prices. the fashion industry is highly competitive and each of these competitors offer a full handbag line like kate spade in addition to many similar accessories.

michael kors is kate spade’s top competitor, having watches more popular than kate spade’s and a competitive high quality handbag line as well.

coach is less of a threat because all the discounting and price reductions they have done in recent years has hurt their “luxurious” image, but they are still a dominant brand in the handbag and fashion industry.

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style guide

Black CMYK: 0, 0, 0, 100 RGB: 35, 31, 32 HEX: 231F20 Red CMYK: 0, 99, 100, 0 RGB: 35, 0, 0 HEX: 230000 Dark Grey CMYK: 55, 55, 48, 19 RGB: 112, 101, 104 HEX: 706568

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logo design

full logo

abbreviated logo

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print ad

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media/merchandise

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contact info: darbi ellis dellis870@flagler.edu

Final Kate Spade Branding Book  
Final Kate Spade Branding Book  

ART 230 Graphic Design Final

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