Kate Spade Brand Extension

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

2

” 3

CONTENTS

4

6

EXECUTIVE SUMMARY COMPANY OVERVIEW NEW INITIATIVE

27

COMMUNICATION OBJECTIVES COMMUNICATION MIX SYNERGIES

8

COMPETITIVE ANALYSIS BRAND POSITIONING TARGET CUSTOMER MENTAL AND MARKET SPACE

32

BUDGET ALLOCATION TIMING OF THE LAUNCH EXPLORATIVE CONCEPT TESTING EXECUTION TACTICS

18

BUSINESS ISSUE KEY SUCCESS FACTOR ANALYSIS IDENTIFICATION OF OPPORTUNITIES AND CHALLENGES

40

MARKETING ASSETS CAMPAIGN EVALUATION AD DIAGNOSTICS

21

RESEARCH GOALS RESEARCH DESIGN AND ANALYSIS POSITIONING OF NEW INITIATIVE

53

CONCLUSION BIBLIOGRAPHY

5

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.”

6

7

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

8

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

9

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.

10

11

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.

12

13

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

14

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.

15

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.

16

17

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

18

the makeup packaging.

19

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

20

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

21

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.

22

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

23

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.

24

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.

25

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.

26

27

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.

28

29

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

Print

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.

30

31

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.

32

33

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.

34

35

BIG IDEA

36

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,

37

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.”

38

39

MARKETING ASSETS

BEHIND THE SCENES

VIDEO COLLATERAL

40

41

42

43

ADVERTISEMENT

44

45

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.

46

47

AD DIAGNOSTICS

48

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

49

FACEBOOK

50

INSTAGRAM

51

PINTEREST

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.

52

53

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/.

AnastasiaBeverlyHill. “AnastasiaBeverlyHills.” YouTube, YouTube, www.youtube.com/user/AnastasiaBeverlyHill.

Pmc. “Kate Spade to Self-Launch New Fragrance.” WWD, WWD, 1 Feb. 2013, wwd.com/beauty-industry-news/fragrance/ Campanelli, Melissa. “How Kate Spade Uses Content to Clearly Communicate Its Brand Message.” Total Retail, 17 Oct.

kate-spade-to-self-launch-new-fragrance-6681630/.

2017, www.mytotalretail.com/article/how-kate-spade-uses-content-to-clearly-communicate-its-brand-message/.

“Kate Spade’s Supercalifragilipstick! Review.” Sweets To Impress, www.sweetstoimpress.com/2011/10/kate-spades“FRANÇOIS NARS - IMAGE-MAKER. INSTIGATOR. ICONOCLAST.” NARS Cosmetics | The Official Store | Makeup and Skincare,

supercalifragilipstick-review/.

www.narscosmetics.com/USA/FN.html.

Last10K.com. “Kate Spade Co (KATE) 10K Annual Reports & 10Q SEC Filings.” Last10K.Com, www.last10k.com/sec-filings/ “Hot Lips! 5 Awesome (and Affordable) Pink Lippies.” Modern Kiddo, modernkiddo.com/hot-lips-5-awesome-and-

kate#fullReport.

affordable-pink-lippies/.

MarcJacobs. “Marc Jacobs.” YouTube, YouTube, www.youtube.com/user/MarcJacobs.

“J-P De Clerck.” i-SCOOP, 12 May 2015, www.i-scoop.eu/customer-centric-thinking-the-channel-agnostic-customer.

“Marc Jacobs (@Marcjacobs) • Instagram Photos and Videos.” Instagram, www.instagram.com/marcjacobs/.

54

55

NARSMEDIA. “NARS Cosmetics.” YouTube, YouTube, www.youtube.com/user/NARSMEDIA. Petersen, Chris. “The Simple Solution for Retailers: Be Channel Agnostic.” Www.retailcustomerexperience.com, 22 Aug. 2016, www.retailcustomerexperience.com/blogs/the-simple-solution-for-retailers-be-channel-agnostic/. tartecosmetics. “Tarte Cosmetics.” YouTube, YouTube, www.youtube.com/user/tartecosmetics.

“Tarte Cosmetics (@Tartecosmetics) • Instagram Photos and Videos.” Instagram, www.instagram.com/tartecosmetics/.

“Too Faced Cosmetics (@Toofaced) • Instagram Photos and Videos.” Instagram, www.instagram.com/toofaced/.

“Too Faced Cosmetics (@Toofaced) • Instagram Photos and Videos.” Instagram, www.instagram.com/toofaced/. toofacedcosmetics. “Toofacedcosmetics.” YouTube, YouTube, www.youtube.com/user/toofacedcosmetics.

UrbanDecayYT. “Urban Decay Cosmetics.” YouTube, YouTube, www.youtube.com/user/UrbanDecayYT. “Urban Decay Cosmetics.” New Makeup from Urban Decay, www.urbandecay.com/.

“Urban Decay Cosmetics (@Urbandecaycosmetics) • Instagram Photos and Videos.” Instagram, www.instagram.com/ urbandecaycosmetics/.

“VOGUE.” SPORTS ILLUSTRATED,www.srds.com/datacard2/datacard2?prod=8&listId=285518&sessId=10853585&showAbc=n.

“We Are A Serious Makeup Brand That Knows How to Have Fun.” Born This Way Medium-to-Full Coverage Foundation Too Faced, www.toofaced.com/about-the-founders---story/about-founders-story.html.

“Where to Shop Tarte.” Tarte Cosmetics: Makeup, Skincare & Beauty Products, tartecosmetics.com/en_US/stores.

YouTube, YouTube, 27 Feb. 2015, www.youtube.com/watch?v=uzs7KD-KGmo. Accessed 30 May 2018.

56

57

LXFM 763 FASHION PROMOTION ANDREA BENZO | SARAH NICKLE | SMALIKA VERMA | WENDY BONILLA

58