CAROLINE, EMILY, LAUREN, SARAH FASHION
Mar 29, 2015
CAROLINE, EMILY, LAUREN, SARAH
FASHION
• Feminine vs. masculine
• Living in luxury
• Achievement/icons or
celebrities
• Gender stereotypes
• Elegant vs.
Playful
•Playful parties and technology
/ beauty
“live colorfully” “Unwrap Wonder”
• Adventurous, urban groups• Emphasis on music and sports• Personal/ professional overlap• Primarily domestic focus
• Minimalist individual• Music and artistic growth• Separation of
professional/personal• International presence
•Individual woman vs. Community
•Domestic vs. Internationality
•YouTube channel
Rolex/Michael Kors & Kate Spade/C. Wonder
Luxury Playful fashionEleganceClassic
Converse/Vans & FEW/FFP
EmpoweringBoldMaking your own choices and creativityModern
Gender Stereotypes
Rolex: masculine/athletic, dark colors Michael Kors: celebrities, feminine colors Kate Spade: feminine colors, foods, language C. Wonder: trendy, bold patterns Fashion Empowering Women: couture, style, trends
Socioeconomic Targets
Kate Spade: upper middle class, retail doors & department stores, price points: $50-1,500
C Wonder: middle class, price points: $10-400Converse: lower/middle classVans: lower/middle class FEW: upper/middle class, donations start at
$50+, high fashion sponsors/designers FFP: upper/middle class, high fashion
sponsors/designers Michael Kors: Middle to Upper classRolex: Upper middle and Upper class
Implications
Brand consistency and cohesiveness. Consistent brand image, while reaching
demographics. Social media mediums: distinguishable brand
identity. Consistency to maintain brand identity and
drive action.