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OCT. 14, 2019 • TXMI 5220 a d y - t o - W e a r :
READY-TO-WEAR: K I T H
Tessa Akin, Nicole Bayless, Ashlyn Ricks, Catherine Mottern, Danielle Della Torre WHEN HISTORICAL November 11, 2011 OVERVIEW “CONCEPTUALIZING KITH AS AN WHERE EXTENSION OF HIMSELF, FIEG SEEKS TO Location #1: Brooklyn, NYC, NY SHIFT THE CURRENT LANDSCAPE OF FASHION, WHILE OPERATING UNDER A Location #2: Manhattan, NYC, NY PERSONAL PHILOSOPHY OF GIVING THE CONSUMER MORE THAN WHAT THEY PAY FOR” (KITH NYC, 2019). BY WHOM Ronnie Fieg - a prominent figure in the footwear industry with over 20 years of hands-on experience MAJOR 2012 2015-16 A small jewelry line Notable collaborations MILESTONES entitled Kin was sold. It with popular companies was designed by Fieg's become a signature of mother, Batshi. KITH.
2015 2019 KITH Treats (cereal and ice There are now eight KITH cream bar) was established locations, with the London from the founder's childhood store that opened on April 5th, love of cereal. 2019. First Women's retail location is Extensions to three shop-in- opened in December in shops at Bergdorf Goodman, Manhattan. Hirshleifers, and Selfridges. EXECUTIVE POSITION CEO: Ronnie Fieg (Founder)
OPERATES ON TWO PLANES Multifunctional lifestyle brand for Men, Women, and Kids
CURRENT Progressive retail establishment ORGANIZATION & OPERATION PRODUCT CATEGORY & PRICE ZONE
Product Category: Men's, Women's, and Kid's Casual Streetwear
Price Zone: Various items ranging from $50.00-$200.00 R e a d y - t
TARGET CONSUMER PROFILE o - W
DEMOGRAPHIC e a
Age: 20-30 r :
Income: middle to high K I T
Gender: men and women H Education: college education PSYCHOGRAPHIC Fashion image: trendy, futuristic, street style Fashion feeling: urban, bold, edgy Fashion adoption: early adopters and fashion leaders Shopping orientation: brand conscious and fashion forward Lifestyle: Always looking for a new opportunity to try the next best thing SOCIO-CULTURAL BACKGROUNDS Highly involved in various areas where an edgy style is accepted Always plans to include a budget for new clothes, but may exceed that limit if their favorite brand is having a great sale or if they are getting ready for a fun event GEOGRAPHICAL LOCATIONS New York, Miami, Los Angeles, London Online PERSONA #1 LISSA SMITH AGE: 22 HOMETOWN: ROANOKE, VIRGINIA JOB: STUDENT, SELLS CLOTHES ON POSHMARK PLACE TO LIVE: LA INCOME: N/A LIFESTYLE/HOBBIES: WORKING OUT, SPORTS LIKE SOCCER AND BASKETBALL, SHOPPING, TRAVELING CORE VALUE: LOVE YOURSELF AND BE YOURSELF FAVORITE BRANDS/STORES: NIKE, ADIDAS, LULULEMON, URBAN OUTFITTERS, ASOS, FOREVER 21 AMERICAN THREADS, VINTAGE STORES WHAT SHE WANTS IN CLOTHES: SPORTY AND TRENDY, COMFORTABLE, PIECES THAT CAN BE TRANSITIONED FROM DAY TO NIGHT, HIGH-QUALITY BUT STILL AFFORDABLE SHOPPING HABITS/BEHAVIORS: NORMALLY SHOPS ONLINE, SOMETIMES SHOPS IN STORES ESPECIALLY IF IN A NEW PLACE MONTHLY EXPENDITURE ON CLOTHING: DEPENDS ON THE MONTH AND WHAT EVENTS ARE HAPPENING, SPENDS MORE ON CLOTHES IN THE MONTHS THAT HAVE MORE EVENTS/TRIPS GOING ON PERSONA #2 KAITLYN RUTLEDGE
AGE: 20 HOMETOWN: MONROE, GEORGIA JOB: STUDENT GOALS: SHE WANTS TO BE A CREATIVE DIRECTOR FOR A HIGH END FASHION BRAND. SHE ALSO WANTS TO HAVE A FAMILY AND LIVE IN A BIG CITY. PLACE TO LIVE: NEW YORK CITY INCOME: N/A LIFESTYLE/ HOBBIES: I AM A STUDENT AT UGA AND I AM INVOLVED IN MULTIPLE FASHION ORGANIZATIONS. I AM ALSO VERY INVOLVED IN MY SORORITY. I LOVE BEING WITH FRIENDS, TRYING NEW RESTAURANTS, AND WATCHING NETFLIX. CORE VALUE: FAMILY, FAITH, FRIENDSHIPS FAVORITE BRANDS/STORES: TJMAXX, NASTY GAL, PRINCESS POLLY, GUCCI, CHANEL WHAT SHE WANTS IN CLOTHES: HIGH QUALITY, UNIQUE PIECES, GOOD FIT SHOPPING HABITS/BEHAVIORS: BUYS THE MAJORITY OF HER CLOTHES ONLINE, ENJOYS BOUTIQUE SHOPPING, ONLY BUYS SOMETHING IF SHE REALLY LOVES IT MONTHLY EXPENDITURE ON CLOTHING: ABOUT $75 A MONTH PERSONA #3 KEEGAN WALSH
AGE: 20 HOMETOWN: ALPHRETTA, GEORGIA JOB: COLLEGE STUDENT GOALS: GROW A FAMILY AND BE ABLE TO GIVE THE BEST LIVES FOR MY KIDS PLACE TO LIVE: NEWPORT BEACH, CA INCOME: N/A LIFESTYLE: SHOPPING, WORKING OUT, HANGING OUT WITH FRIENDS, EATING OUT CORE VALUE: HARD WORK PAYS AND DEDICATION PAYS OFF FAVORTIE BRANDS/ STORES: LULULEMON, RALPH LAUREN, LOUIS VUTTION, JOHNSON & MURPHY, ADIDAS WHAT HE WANTS IN CLOTHES: COMFORT, STYLE, FASHIONABLE SHOPPING HABITS: NO SELF CONTROL MONTHLY EXPENDITURE ON CLOTHING: $250
PERSONA #4 JULIA VON BEBERSTIEN
AGE: 20 HOMETOWN: ATLANTA, GEORGIA JOB: STUDENT ATHLETE GOALS: SUCCESSFUL BUSINESS WOMAN, ASPIRING CEO PLACE TO LIVE: NEW YORK, CITY INCOME: N/A LIFESTYLE: SHOPPING, EATING AT NEW RESTAURANTS, SWIMMING, BAKING CORE VALUE: FAITH, L OYALTY, DO NOT GIVE UP IN PURSUIT OF SOMETHING, EOULD HAVE A FEW STRONG CARING FRIENDS THAN HAVE MANY SURFACE LEVEL FRIENDS FAVORITE BRANDS/ STORES: LULULEMON, FOREVER 21, AMERICAN THREADS, PITAYA, NIKE SNEAKERS, URBAN OUTFITTERS WHAT SHE WANTS IN CLOTHES: HER CLOTHES CONSIST OF WORKOUT LOUNGE WEAR AND THAT IS TO MAKE HER LOOK SKINNY AND ATHLETIC. HER GOING OUT CLOTHES ARE MORE CHEAPLY MADE, DOESNT CARE IF GETS RUINED SHOPPING HABITS: LOOKS FOR SALES, ONLY BUYS NICE CLOTHES WHEN SHE KNOWS SHE HAS A PLACE TO WEAR THEM TO OR WIL WEAR MORE THAN 5 TIMES MONTHLY EXPENDITURE ON CLOTHING: $70
PERSONA #5 MAGGIE MACDONALD
AGE: 22 HOMETOWN: BOSTON, MASSACHUSETTS JOB: FASHION/BEAUTY INFLUENCER PLACE TO LIVE: NEW YORK CITY INCOME: $25,000 LIFESTYLE (HOBBIES): EXERCISE, SHOPPING, COOKING, HEALTH/WELLNESS CORE VALUE: FEELING YOUR BEST FROM THE INSIDE, OUT FAVORITE BRANDS/STORES: ARITZIA, LULULEMON WHAT SHE WANTS IN CLOTHES: HIGH QUALITY VERSATILE BASICS FOR THE PURPOSE OF MIXING AND MATCHING FOR DRESSED UP AND DRESSED DOWN LOOKS SHOPPING HABITS/BEHAVIORS: MID-RANGE TO HIGH-END BRANDS WITH OCCASIONAL LUXURY PURCHASES (LULULEMON AND ARITZIA TO BALENCIAGA AND LOUIS VUITTON) MONTHLY EXPENDITURE OF CLOTHING: $500 MORE OR LESS PERSONA #6 SULLI GUILES
AGE: 20 HOMETOWN: FORSYTH, GEORGIA JOB: STUDENT PLACE TO LIVE: LOS ANGELES, CALIFORNIA INCOME: STILL RELIES ON PARENTS FOR BASIC NECESSITIES WHILE IN COLLEGE LIFESTYLE: SHE IS A GIRL OF FAITH, BUT SHE IS ALSO INTERESTED IN MOVIES, CREATING VIDEO CONTENT FOR HER YOUTUBE CHANNEL, AND RUNNING. CORE VALUE: LOVING HER FRIENDS WELL FAVORITE FASHION BRANDS/STORES: LUCKY, STEVE MADDEN, CONVERSE, LEVI’S, PLATO’S CLOSET, AND MARSHALL’S FASHION ORIENTATION: GRUNGE, HIPSTER, A TOUCH OF A PRETENTIOUS FILM STUDENT SHOPPING HABITS/BEHAVIORS: SHOPS ONCE A MONTH OR WHENEVER NEEDED MONTHLY EXPENDITURE ON CLOTHES: $50+ R e a d y - t o - W
BRAND CONCEPT/ IDENTITY e a r :
K I
“A multifunctional lifestyle brand T H for men, women, and kids” BRAND CONCEPT/ BRAND IMAGE IDENTITY & Functional, Urban, Versatile, Athleisure and Comfortable, BRAND IMAGE Modern and Edgy
T-SHIRTS/ SWEATSHIRTS LOGO the KITH logo is noticeable for all their products. They are almost always located on the left side or directly in the middle
SHOES the logo is located on the sole of the shoes, and look a version of converse
PANTS The KITH logo is a bit more hidden on the pants but it is swen into the left side of the pants under the pockets KIDS CLOTHES Also located directly in the middle of the clothes or on the left side, either sewn in or ironed on R e a d y - t o - W D e E a r C :
K E I T N H N O C
COMPETITIVE F O
G N
I ANALYSIS N A
E Bold, Fashionable, High-Quality Street-Wear M
E U R T
E H T H T I K
: r a e W
- OFF-White o t - y Where luxury meets streetwear, Off-White d a e has been making waves on the couture R runways as well as streets since being founded by Louis Vuitton’s artistic director, Virgil Abloh. Price Point: $$$$$ Target Market: 18-34, artistic, free lance workers. They enjoy skating, videography, fashion, and music Brand Concept: Urban, Cool, Fashionable
BRAND #1 R e a d y - t Supreme o - W
Makes sellout collections season after e a r :
season, each with new ideas or reworked K I concepts inspired by everything from politics T H & music to high & low art. Box logo has become one of the most recognizable among streetwear brands. Price Point: $$$$ Target Market: 18-34, Skaters, punks, hip-hop heads – the young counter culture at large. Brand Concept: Elevated street style in luxury fashion
BRAND #2 H T I K
: r a e W
- Nike o t Credited with thr rise of the sneaker culture, - y d Nike has become a full-fledged streetwear a e
R brand. The most successful and recognizable activewear brand in the world. Price Point: $$ Target Market: 15-40, athletes or individuals who value fitness or simply desire comfortable active wear. Brand Concept: To bring inspiration and innovation to every athlete* in the world.
*If you have a body, you are an athlete.
BRAND #3 R e a d y - t Adidas o - W e a
The German Sportswear label is responsible r : for gifting us Kanye West’s Yeezy line of K I T sneakers amongst many other celebrity H collaborations. Price Point: $$$-$$$$ Target Market: 14-29 athletes or people who are passionate about sports. Brand Concept: authentic sportswear, from street fashion to high fashion, all uniquely inspired and linked to sports.
BRAND #4 H T I K
: r a e
W Vetements - Recognized for its innovative and highly o t - y diverse designs, Vetements has taken runway d a couture and brought it to streetwear chic. e R Known for causing a stir with its application of broader culture in ironic designs. Price Point: $$$$$ Target Market: wealthy upper/middle class or even celebtrity status due to exclusivity of price zone Brand Concept: Rare and valuable, transforming from one basic throwaway item into another.
BRAND #5 R e a d y - t PRIX o -
Prix Workshop included some of the biggest W e womenswear trends of the year, such as a r : frozen yellow biker shorts and bikini tops, as K I T well as many unisex pieces including cargo H pants and tactical vests. A Kardashian favorite. Price Point: $$$ Target Market: wealthy, upper/middle class, trend setters Brand Concept: futuristic, high-quality pieces inspired by athleisure with a utilitarian, almost dystopian twist. Price zone of merchandise and target consumer are very similar to Kith.
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D N A R B COMPETITIVE ANALYSIS HOW KITH STANDS OUT
Strong social media platform that reinforces brand identity Awareness of saturated streetwear/athleisure competitive market,
H and capitalizes by doing partnerships T I unique partnerships with brands of all K
: r kinds. (Coca Cola, Barbie, Versace, Cap'n a e Crunch, Tommy Hilfiger, Champion, New W - o Balance, Nike, Adidas) t - y A designer with constant, fresh ideas, thus a d a
e multitude of collections R Original diffusion brand (Kith Treats) SWOT ANALYSIS
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Strong brand image Slightly higher price Expand into other retail The athleisure trend will Locations on east & west points locations have an end point coast & London Not very well known Use social media to Many Unique merchandise Limited brick-and- increase following athleisure/streetwear Diverse merchandise mix mortar stores Athleisure and brands are coming into Men’s, women’s, streetwear is a popular the market children’s, & footwear trend Younger generations In-house label & other Partnerships with brands wanting to shop brands (Kith x Cap’n Crunch), sustainably Implementation of diffusion influential celebrities brands (Justin Bieber & Bella Kith Treats, an ice cream Hadid), and designers & cereal concept (Kith x Versace) KITH has a very large selection of streetwear and athleisure items No big gaps in the items that they offer KITH could add more colors and styles to their men’s, women’s, and children’s lines KITH could add a plus sized collection Partnerships with brands like Apple to add Apple Watch accessories and other technology related workout GAPS IN THE accessories COMPANY R e a d y
Resources - t o - https://www.highsnobiety.com/p/best-womens-streetwear-brands-2/ W e a r :
https://www.complex.com/style/best-american-streetwear-brands-right-now/off-white K I T https://www.thetrendspotter.net/best-streetwear-brands/ H https://www.fashionbeans.com/article/best-streetwear-brands/ https://kith.com/pages/about https://www.businessoffashion.com/articles/intelligence/the-hustle-behind-kith-ronnie- fiegs-self-made-sneaker-empire https://www.billboard.com/articles/news/lifestyle/7751428/how-kith-came-to-rule https://www.highsnobiety.com/p/kith-london-selfridges/