Page 1


CO NTENTS 01

M I S S I O N S TAT E M E N T

0 2 I N S P I R AT I O N 03

TA R G E T M A R K E T

06

S W OT A N A LY S I S

0 7 CO M P E T I T I O N 0 9 P R O DU CT 11

CO L L AT E R A L & P R O M OT I O N

15

S A L ES V E N U E

18

S P E C I F I C AT I O N S H E E T

20

CO S T & E X P E N S ES


01

CLAR K E N YC M I S S I O N S TAT E M E N T

M I N I M A L I S M , S I M P L I C I T Y , A N D S O P H I S T I C AT I O N A R E A L L H A L L M A R K S O F C L A R K E N YC . O U R U T I L I TA R I A N H A N D B A G S A R E E A C H D ES I G N E D W I T H T H E M O D E R N C L A S S I C I S T I N M I N D . C L A R K E N YC S E E K S TO B E T H E E M E R G I N G L E A D E R I N T H E H A N D B A G I N D U S T R Y P R O V I D I N G S L E E K , U N S U R PA S S A B L E Q U A L I T Y I N H A N D C R A F T E D L E AT H E R L I F ES T Y L E G O O D S F O R M E N A N D W O M E N .

W E LCO M E TO C L A R K E N YC .


02

C L A R K E N YC WA S A N I D E A I N I T I A L LY S PA R K E D BY T H E D R I V E , U N I T Y , LO V E A N D S T R E N GT H O F MY PAT E R N A L G R A N D PA R E N T S . T H E O V E R A L L I D E A T R A N S P I R E D A S I R E F L E C T E D O N MY P E R S O N A L E N J OYM E N T O F T H E B E A U T Y O F T H E S I M P L E Y E T F I N E R T H I N G S I N L I F E , S O I WA N T E D TO C R E AT E A P R O D U C T F O R A N I N D I V I D U A L T H AT A P P R E C I AT ES T H O S E S A M E T H I N G S .

I N S P I R AT I O N


03

TA R G E T MARKET C L A R K E N YC TA R G E T S ES TA B L I S H E D M E N A N D W O M E N A G ES 21 A N D O V E R . C L I E N T S O F T H E B R A N D A R E H I G H LY A M B I T I O U S , S O P H I S T I C AT E D , U N I Q U E A N D I N D E P E N D E N T . T H E Y A R E FA M I LY A N D C A R E E R O R I E N T E D , LO V E TO T R AV E L , A N D T E N D TO H AV E A L A R G E S O C I A L N E T W O R K .


04

A L E X A D AV I S A L E X A I S A 2 6 Y E A R O L D S T U D E N T AT T E N D I N G T H E FA S H I O N I N S T I T U T E O F T E C H N O LO GY I N T H E H E A R T O F N E W YO R K C I T Y . A S I D E F R O M B E I N G A PA R T - T I M E S T U D E N T , S H E I S A L S O A N E V E N T P L A N N E R M A K I N G R O U G H LY $ 5 8 , 0 0 0 P E R Y E A R . A L E X A I S O R I G I N A L LY F R O M C H I C A G O , A N D E N J OY S T H E H U S T L E A N D B U S T L E O F L I V I N G I N T H E B I G C I T Y . B E T W E E N T R AV E L I N G , W O R K A N D S C H O O L , A L E X A I S CO N S TA N T LY O N T H E G O A N D L I V ES A FA I R LY S I M P L E L I F ES T Y L E . S H E D O ES , H O W E V E R , E N J OY T H E F I N E R T H I N G S I N L I F E . ES P E C I A L LY I F T H ES E T H I N G S B E N E F I T H E R LO N G T E R M .


05

W ES L E Y S I M M O N S W ES L E Y I S A 24 Y E A R O L D J U N I O R M A R K E T I N G A S S O C I AT E L I V I N G I N C H A R LOT T E , N O R T H C A R O L I N A . H E M A K ES A P P R O X I M AT E LY $ 4 2 , 0 0 0 P E R Y E A R . W H E N N OT AT W O R K , W ES L E Y E N J OY S S P E N D I N G T I M E W I T H H I S F R I E N D S , F E L LO W A L U M N I A N D F R AT E R N I T Y B R OT H E R S O F U N I V E R S I T Y O F N O R T H C A R O L I N A - C H A P E L H I L L AT S P O R T I N G A N D CO M M U N I T Y S E R V I C E E V E N T S . W ES L E Y WA S B O R N A N D R A I S E D I N C H A R LOT T E A N D S P E N D S A LOT O F T I M E W I T H H I S FA M I LY T H E R E A S W E L L . H E P L A N S TO E XC E L A G R E AT D E A L AT H I S C U R R E N T M A R K E T I N G F I R M , A N D E V E N T U A L LY B E CO M E P R ES I D E N T A N D C E O O F H I S V E R Y O W N CO M PA N Y .


06

S W OT A N A LY S I S S T R E N GT H S - N E W TO T H E M A R K E T - H A N D B A G S A R E M A D E TO O R DER - S P E C I A L I Z AT I O N F O R CL IENTELE - A CC ES S I B I LT Y - FITTIN G F O R A P LETH O R A O F C U S TO M E R S

O P P O R T U N I T I ES - V E N T U R E B E YO N D O N L I N E & USA CL IENTELE - B U I L D LOYA L CO N S U M E R B A S E NET WO R K IN G

W E A K N ES S ES - N E W TO M A R K E T - N O ES TA B L I S H E D C L I E N T E L E - LACK O F P UB L ICIT Y - S M A L L S TA R T U P B U D G E T - L I T T L E M A N U FA C T U R I N G EX P ER IEN CE

T H R E AT S - SOM EO NE K N O CKS O FF THE IDEA - N OT GA I N I N G C U S TO M E R I N T E R ES T - CO M P E T I N G W I T H ES TA B L I S H E D CO M PA N I ES - S H I P P I N G T I M E ; C U S TO M E R S WA N T P R O D U C T P R O M P T LY


07

K AT E S PA D E A N D CO M PA N Y

COM P ETITIO N

T H R E E G LO B A L L I F ES T Y L E B R A N D S W I T H M O R E T H A N 2 0 0 S H O P S I N O V E R 2 0 CO U N T R I ES , A N D D I S T R I B U T I O N I N O V E R 4 5 0 P R E M I E R E D E PA R TM E N T S TO R ES A R O U N D T H E W O R L D .

K AT E S PA D E N E W YO R K K AT E S PA D E N E W YO R K I N S P I R ES W O M E N TO L I V E CO LO R F U L LY , D E L I V E R I N G O N T H E P R O M I S E TO H E L P C U S TO M E R S L E A D A M O R E I N T E R ES T I N G L I F E . O N C E J U S T A H A N D B A G CO M PA N Y , I T H A S E X PA N D E D I T S O F F E R I N G I N TO C LOT H I N G , J E W E L R Y , WATC H ES , S H O ES , S TAT I O N E R Y , E Y E W E A R , F R A G R A N C E , TA B L E TO P , A N D G I F T S . I N E V E R Y T I M E ZO M E A N D O N E V E R Y CO N T I N E N T , K AT E S PA D E N E W YO R K I S A G LO B A L L I F ES T Y L E B R A N D O F F E R I N G A S P I R AT I O N A L L U X U R Y W I T H A C L E V E R W I T A N D P L AY F U L C H A R M . J A C K S PA D E W I T H T H E B E L I E F T H AT G O O D D ES I G N S O LV ES A P R O B L E M W I T H S T R A I G H T F O R WA R D S O L U T I O N S , J A C K S PA D E U S ES T I M E L ES S A N D D U R A B L E M AT E R I A L S , D E L I V E R I N G U N E X P E C T E D H A P P I N ES S TO I T S C U S TO M E R S . T H E B R A N D U N D E R S TA N D S T H AT TA S T E A N D S T Y L E S AY M O R E A B O U T S O M E O N E T H A N FA S H I O N O R T R E N D S . A S A B R A N D I T S TA N D S F O R S M A R T D ES I G N S A N D I D E A S TO H E L P M E N L I V E A L AY E R E D L I F E . O F F E R I N G A P PA R E L , A CC ES S O R I ES , B A G S A N D C U R I O S I T I ES T H AT P R OJ E C T T H E B R A N D ’ S S E N S I B I L I T I ES , J A C K S PA D E S P E A K S TO A N E X PA N D I N G CO L L E C T I O N O F D I S C E R N I N G C U S TO M E R S I N T H E U . S . , W I T H A S M A L L B U T B U R G E O N I N G B U S I N ES S A B R O A D . K AT E S PA D E S AT U R D AY P U T T I N G I T S O W N S P I N O N C A S U A L , K AT E S PA D E S AT U R D AY C H A N N E L S T H E C A R E F R E E S P I R I T O F T H E W E E K E N D A N D B R I N G S I T TO E V E R Y D AY O F T H E W E E K W I T H S M A R T S I L H O U E T T ES , H O N ES T FA B R I C S , A N D A S E N S E O F S P O N TA N E I T Y . I T ’ S A N A M E R I C A N B R A N D W I T H A N I N T E R N AT I O N A L O U T LO O K . T H E F I R S T S TO R E O P E N E D I N M A R C H 2 013 I N TO K YO . T H E U . S . B A S E D O N L I N E S TO R E , S AT U R D AY . CO M , L A U N C H E D T H AT S A M E


08 M O N T H . B U S I N ES S I S C U R R E N T LY O P E R AT E D I N A S I A A N D N O R T H A M E R I C A , W I T H S TO R ES I N TO K YO , S I N GA P O R E , N E W YO R K , H O U S TO N A N D LO S A N G E L ES .

CO A C H

CO A C H WA S F O U N D E D I N 1941 A S A FA M I LY - R U N W O R K S H O P . TO D AY , I T I S A L E A D I N G A M E R I C A N D ES I G N H O U S E O F M O D E R N L U X U R Y A CC ES S O R I ES A N D G I F TS F O R WOM EN AND M EN , IN CLUDIN G H ANDB AGS , M EN ’ S B AGS , WOM EN ’ S AND M E N ’ S S M A L L L E AT H E R G O O D S , F O OT W E A R , O U T E R W E A R , WATC H ES , W E E K E N D A N D T R AV E L A CC ES S O R I ES , S C A R V ES , S U N W E A R , F R A G R A N C E , J E W E L R Y A N D R E L AT E D A CC ES S O R I ES . D I S T R I B U T I O N S T R AT E GY I S M U LT I - C H A N N E L . A S O F J U LY 2 013 , T H E R E W E R E O V E R 5 0 0 CO A C H S TO R ES I N N O R T H A M E R I C A , O V E R 4 0 0 D I R E C T LY - O P E R AT E D LO C AT I O N S I N A S I A , A N D 2 0 I N E U R O P E . CO A C H A L S O O P E R AT ES E CO M M E R C E W E B S I T ES I N T H E U N I T E D S TAT ES , C A N A D E , J A PA N , A N D C H I N A W I T H I N F O R M AT I O N A L W E B S I T ES I N O V E R 2 0 OT H E R CO U N T R I ES .

M I C H A E L KO R S

M I C H A E L KO R S I S A R A P I D LY G R O W I N G G LO B A L L U X U R Y L I F ES T Y L E B R A N D L E D BY A W O R L D - C L A S S M A N A G E M E N T T E A M A N D A R E N O W N E D , AWA R D - W I N N I N G D ES I G N E R . S I N C E L A U N C H I N G H I S N A M ES A K E B R A N D 3 0 Y E A R S A G O , M I C H A E L KO R S H A S F E AT U R E D D I S T I N C T I V E D ES I G N S , M AT E R I A L S A N D C R A F T S M A N S H I P W I T H A J E T - S E T A ES T H E T I C T H AT CO M B I N ES S T Y L I S H E L E GA N C E A N D A S P O R T Y AT T I T U D E . A S A H I G H LY R E CO G N I Z E D L U X U R Y L I F ES T Y L E B R A N D I N N O R T H A M E R I C A W I T H A CC E L E R AT I N G AWA R E N ES S I N TA R G E T E D I N T E R N AT I O N A L M A R K E T S , T H E CO M PA N Y H A S S U CC ES S F U L LY E X PA N D E D B E YO N D A P PA R E L A N D I N TO A CC ES S O R I ES , I N C L U D I N G H A N D B A G S , S M A L L L E AT H E R G O O D S , E Y E W E A R , J E W E L R Y , A N D WATC H ES , A N D F O OT W E A R . M I C H A E L KO R S L U X U R Y A N D M I C H A E L M I C H A E L KO R S A CC ES S I N L E L U X U R Y A R E T H E T W O P R I M A R Y CO L L E C T I O N S O F F E R E D . T H E M I C H A E L KO R S CO L L E C T I O N WA S F I R S T I N T R O D U C E D I N 19 81 A N D ES TA B L I S H ES T H E A ES T H E C T I C A U T H O R I T Y O F T H E E N T I R E B R A N D . T H E M I C H A E L M I C H A E L KO R S CO L L E C T I O N WA S F I R S T I N T R O D U C E D I N 2 0 0 4 W H E N T H E CO M PA N Y I D E N T I F I E D T H E O P P O R T U N I T Y TO C A P I TA L I Z E O N T H E B R A N D S T R E N GT H O F T H E M I C H A E L KO R S CO L L E C T I O N TO M E E T T H E S I G N I F I C A N T D E M A N D F O R A CC ES S I B L E L U X U R Y G O O D S .


09

PR O DU CT


10

L IFE CAN B E A

, O V E R LY S P O R A D I C

AND FULL O F SO W E K EEP IT SI M P LE .

FR OM CLAR K E N YC

“ DESIGNED W ITH THE MO DER N CLAS SICIST IN M IND . ” AVA I L A B L E E X C L U S I V E LY O N L I N E AT C L A R K E N Y C . C O M

.


11


12

CO L L AT E R A L & P R O M OT I O N


SO CI AL C L A R K E N YC W I L L H AV E A B O O M I N G S O C I A L M E D I A P R ES E N C E O N TO D AY ’ S M O S T P O P U L A R P L AT F O R M S I N C L U D I N G FA C E B O O K , T W I T T E R , I N S TA G R A M A N D P I N T E R ES T . T H ES E S I T ES W I L L B E U S E D TO P R O M OT E D I G I TA L A D C A M PA I G N S A N D I N T E R A C T D I R E C T LY W I T H C U S TO M E R S . T H E R E W I L L A L S O B E A CO M PA N Y B LO G , P O W E R E D T H R O U G H S Q U A R ES PA C E , T H AT CO N N E C T S CO N S U M E R S TO C L A R K E N YC ’ S D A I LY H A P P E N I N G S . W I T H I T S P R ES E N C E I N T H E B LO G G I N G CO M M U N I T Y A N D F O R P R O M OT I O N A L P U R P O S ES , C L A R K E N YC W I L L PA R T N E R W I T H T H E TO P B LO G G E R S I N T H E FA S H I O N CO M M U N I T Y TO D O S P O N S O R E D P R O D U C T R E V I E W S A N D D R I V E M O R E T R A F F I C TO T H E O N L I N E S TO R E F R O N T F O R A N I N C R E A S E I N S A L ES .


14

M EDI A


15

SALES V ENUE


16

C L A R K E N YC H A N D B A G S W I L L B E H O S T E D A N D S O L D T H R O U G H A N O N L I N E S A L ES V E N U E . P R O D U C T W I L L B E D I S T R I B U T E D TO T H E U N I T E D S TAT ES O N LY .


17

S P E C I F I C AT I O N S CO ST EX P EN S ES


18 CO L L E C T I O N

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20 W EB SITE D O M A I N : W W W . C L A R K E N YC . CO M H O STIN G P R O D U C T P H OTO G R A P H Y

FR EE $ 288 $650 TOTA L CO S T O F W E B S I T E

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SO UR CES W W W . A L I B A B A . CO M W W W . CO A C H . CO M W W W . I N D E E D . CO M W W W . K AT ES PA D E A N D CO M PA N Y . CO M W W W . M I C H A E L KO R S . CO M W W W . T U M B L R . CO M


CLARKE NYC  

Final Project for Private Label Product Development (Spring 2014). I created a label for unisex leather goods, and produced the signature Cl...

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