Creative Brief:
- Objective: To convince young women that Kate Spade’s 2016 fall/winter collection will give women the opportunity to express themselves through fashion and accessories. (Be happy, be bright, be you)
- Kate Spade New York inspires women to live colorfully, delivering on our promise to help her lead a more interesting life.
- Target: Younger women (17 - mid 20s) who are playful and want to add color (an expression of boldness and personality) into their lives
- Support:
- Quality of products
- On Trend
- Long life span on products
- Brand Character: Inspires colorful living and women empowerment.
- Tone:
- Happy
- Joyful
- Fun
- Inviting
- Playful
- Bold
- Strong
- Bright
- Single-minded proposition: Live colorfully
- Big idea: “Interesting women leading interesting lives."
- Kate Spade New York is a global lifestyle brand offering aspirational luxury with a clever wit and playful charm that is distinctly their own.
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