Kate Spade Study

Kate the Great by Meg Cabot reveals that people are not always the way they seem.

“Outlet shopping is perhaps luxury’s greatest ploy to get its goods into the hands of anyone and everyone,” (Thomas, Pg. 246). “But outlet shopping is the antithesis of the flagship, the antithesis in fact, of luxury itself.” (Thomas, 2007. Pg. 247) Columnist Karen Heller explained to Thomas after visiting Woodbury Common Premium Outlets in New York, “The clothes were marked down, picked over and repeatedly pawed, the opposite of how they were originally displayed. Their power to enchant seemed minimized, even at a third the price, smashed together like produce in a storage hold.” Thomas explains how luxury merchandise is purely just that, leftover “luxury” products: overproduction. No longer does luxury embody the experience of pampering nor does it signify class and wealth. Some

Marketing. Because of the large number of suppliers selling similar products, apparel-retail firms must stimulate demand with attractive store layouts, colorful product offerings, and various sales promotions.

Born in Kansas City, Missouri on December 24, 1962 was accessories designer Kate Spade. Spade studied at Notre Dame de Sion and St. Teresa’s Academy for her primary education. As for secondary education, Spade started at the University of Kansas and then switched to Arizona State University. She graduated from college with a journalism major. Kate then went on to work at department stores before creating her own timeless accessories. When working at Mademoiselle’s in Manhattan in 1986, Kate was introduced to Andy Spade who would soon become her business partner and husband. Their business began booming once the duo utilized both of their individual skills. Kate would design and Andy would assist her with the business side. In 1993, Kate launched

Distribution channels are organized in several ways: conventional, vertical, horizontal and multichannel (Kern R. 2013). Some of these organizational methods are more structured than others. When a distribution channel deals with more than one independent producer, such as wholesalers and retailers, the channel is known as a conventional distribution channel. (Kern R. 2013) These channels are not normally known to be strong and typically don’t give the customer the quality of product that they deserve. In a vertical marketing system, the retailers, wholesalers and producers, join forces to create a unified front, promoting an individual product (Kern R. 2013). Vertical distribution channels are stronger than the conventional distribution channels because all of the companies involved carry some of the load of power. (Kern R. 2013) In a horizontal distribution channel, companies join up and combine all of their finances and resources, in order to take on more than one company or product (Kern R. 2013). A multichannel distribution channel is where a large corporation uses two or more marketing channels to better target their desired customer segments (Kern R.

The Fashion Channel case illustrates the development of market segmentation options in implementing marketing strategies in a changing competitive environment, and demonstrates how quantitative analysis may be used to support a strategic marketing decision.

Marshall Field’s designed a personal shopper assistance program called Tip to Toe shop (107). These assistances helped put together an entire outfit, with pieces collected throughout the store (107). Shoppers didn’t even have to be in the store to benefit from this program (107). One customer was so pleased with her shipped ensemble, that she invited her personal shopper to her husband’s inaugural ball (107). The staff would also help customers with a short budget, find good quality attire that was not couture (105). In result, shoppers benefitted largely from the staff at Marshall

The problem that “THE FASHION CHANNEL” (TFC) faces is the selection of the right market segmentation and positioning strategy in order to maintain its position as a leader in fashion related networks, in addition to boosting its advertising sales and viewership ratings.

Targets market segmentation is primary based on two segments. One being age related and the other being gender related. Both segments allow Target to promote and offer products to a large range of age groups to all genders, increasing their margins for revenue through simply changing color or patterns on apparel to meet the need of all classes. Targets primary shoppers are female from

In 2005, Macy’s attempted to reposition its strategy to attract a new market according to product

A business’ product is comprised not only of the good itself, but also how the it integrates into the customer live, what value they give it to, how it looks, the packaging it is in, etc. Knowing your target audience is fundamental to creating a selling product (Ehmke, Fulton, & Lusk, n.d.). Lululemon stores and online site consists mostly of clothing ranging from leggings, to tank tops, shirts, bras, and socks for mostly women, and a smaller section for men. (Lululemon Athletica, 2017). Each item sold

iv. Con: This stratification strategy may take away from the exclusivity appeal of prestige products. The store may not be in a location where several different buyer markets are shopping.

“Fashion used to come from one source at a time, be it the street, the runways or the entertainment business. The interesting thing about today is that influences come from high and low-everything from couture to Target.” –Michael Kors

2. What are the advantages and disadvantages of selling cosmetic products through door-to-door selling, specialty stores, department store counters, and supermarket and hypermarket? How will the use of these channels vary with target market segments and brand strategies?

* Suppliers – Suppliers don’t have much power since The Fashion Channel creates its own content.  This force does not have much control over the market.  If TFC were to move toward a marketing strategy that would only target certain segments, it may have an affect on the costs required to produce higher quality programming.