kate spade everpurse
TRANSCRIPT
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EVERPURSEin collaboration with
Kate Spade & Company
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HELLO!WHO WE ARE:
Fatima BashirAshley OsbourneAllee Peterson
Courtney Wong
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PRODUCT
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HOW IT WORKS
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““Honestly, I think that’s where [wearable] tech has really arrived–when you don’t think of it as a separate add-on.” ---- Co-Founder Liz Salcedo
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1.2 BILLION$Amount Net Sales in 2015
Are new customers
30%-50% of sales
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TARGET MARKETWho exactly are we trying to reach?
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TARGET MARKET
○Gender: Women○Age: 25-35 years old ○Smartphone Users○Income: $50,000+
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CUSTOMER PROFILEHow do our consumers interact & behave?
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○ IncomeLuxury items, brand prominence, top/middle of income pyramid
○ LifestyleBusy, high self-esteems,
upper-middle class taste culture
○ Communication Behavior
Cell phone dependency
CUSTOMER PROFILE
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CUSTOMER PROFILE
❖ BENEFITSEase of use, charge on
the go
❖ PURCHASING BEHAVIORWord of Mouth, online research, “spending confidence”, FOMO
❖ CULTURAL INFLUENCES
Marital Status, Opinion Leaders and Influencers, fomo
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86.2% of PEOPLE AGES 25-35 Reported using a smartphone in the United States in 2014...and since then that number has only GROWN
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APPLELargest segment
SAMSUNGSecond largest segment
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POSITIONING STATEMENT
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““For young female professionals on-the-go,
EverPurse is the most functionally chic among all luxury handbags because of its ability to
charge a cellular device and perpetuate classic and timeless style”.
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Loud Brand Prominence
High QualityLow Quality
Soft Brand Prominence
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MARKETING MIXProduct, Price, Place, Promotion
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PACKAGING
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OUR PRODUCT LINE$$$ highest price tag
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GOOGLE TRENDS
According to Mintel, Women 25-35 are most likely to purchase a new item because of a special
occasion, and they are less driven by price
keyword: Kate SpadeDecember, 2015
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WHERE WILL IT BE SOLD?
IN STORE
ONLINE DEPARTMENT STORES
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STORE LOCATIONS
CALIFORNIA 25 STORES
TEXAS13 STORES
ILLINOIS6 STORES
VIRGINIA7 STORES
NEW YORK13 STORES
FLORIDA 15 STORES
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PROMOTION
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Social Media Use
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CELEBRITY INFLUENCERSAnna Kendrick
#missadventure
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“For young female professionals on-the-go, EverPurse is the most functionally
chic among all luxury handbags because of its ability to charge a cellular device and perpetuate classic
and timeless style”.