Kate Spade Everpurse

EVERPURSEin collaboration with

Kate Spade & Company

HELLO!WHO WE ARE:

Fatima BashirAshley OsbourneAllee Peterson

Courtney Wong

PRODUCT

HOW IT WORKS

““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

1.2 BILLION$Amount Net Sales in 2015

Are new customers

30%-50% of sales

ADVERTISEMENT

TARGET MARKETWho exactly are we trying to reach?

TARGET MARKET

○Gender: Women○Age: 25-35 years old ○Smartphone Users○Income: $50,000+

CUSTOMER PROFILEHow do our consumers interact & behave?

○ 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

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

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

APPLELargest segment

SAMSUNGSecond largest segment

POSITIONING STATEMENT

““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”.

Loud Brand Prominence

High QualityLow Quality

Soft Brand Prominence

MARKETING MIXProduct, Price, Place, Promotion

PACKAGING

OUR PRODUCT LINE$$$ highest price tag

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

WHERE WILL IT BE SOLD?

IN STORE

ONLINE DEPARTMENT STORES

STORE LOCATIONS

CALIFORNIA 25 STORES

TEXAS13 STORES

ILLINOIS6 STORES

VIRGINIA7 STORES

NEW YORK13 STORES

FLORIDA 15 STORES

PROMOTION

Social Media Use

CELEBRITY INFLUENCERSAnna Kendrick

#missadventure

“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”.