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KK Brand BOOK.Pdf the most influential s i ste rs in hollywood- Kendall and Kylie Jenner have quickly established themselves as unique personalities and multi-talented superstars within the social, fashion, and beauty communities. With a combined social following of more than 180 million fans globally, Kendall and Kylie are two of the most popular icons of this generation. THE BRAND PROFILE Pop culture phenomenons and style icons Kendall and Kylie have captured the largest audiences in digital media today; an audience they speak to directly and one that admires them for their originality, candor and fashion sense. KENDALL + KYLIE is a modern emerging contemporary collection of refined style and exemplary quality; intelligently positioned for accessibility to the wide market it attracts. KENDALL + KYLIE showcases the duality of two distinct personal styles in one collection comprised of premium fabrics and classic silhouettes. The brand is feminine with a modern edge that emulates the sensibilities of their multifaceted, fast paced, jet-set lifestyle. Kendall is inspired by sophisticated, classic, feminine silhouettes made sleek and contemporary; whereas Kylie brings eclectic originality and a signature playful edge. ST R AT EGY From a marketing perspective, no one stands at the intersection of opportunity and reach like Kendall and Kylie Jenner. Social media is their first language, and that of a growing audience, who identifies with their otherwise unapproachable lifestyle, made possible by the raw transparency offered with social media. As a brand, we offer a seasonal global marketing campaign shot on Kendall and Kylie that showcases iconic fashion items selected by Kendall and Kylie, across all product categories. As images are released for launch, a strong social media plan kicks off to announce the season’s arrival and drive our customer to a platform where the product can be found and purchased instantaneously. DROP TWO SOCIAL ROLLOUT Kendall Post Schedule (@kendalljenner) •Launch Day, Monday May 22nd -Instagram/Facebook/Twitter/Snapchat -“DropTwo is here @kendallandkylie” •Wednesday May 24th -Instagram/Facebook/Twitter -“Shop DropTwo @kendallandkylie” •Thursday May 25th -Facebook/Twitter -“DropTwo is here www.kendall-kylie.com @kendallandkylie” •Saturday May 27th -Sold Out Post: Twitter/Facebook/Instagram -“We’re sold out @kendallandkylie DropTwo favorites will be back soon •May 30/31 Restock Post Kylie Post Schedule (@kyliejenner) •Saturday May 20th -Instagram/Facebook/Twitter -“DropTwo is coming! Monday May 22nd at 12pm pst @kendallandkylie •Launch Day, Monday May 22nd -Instagram/Facebook/Twitter/Snapchat -“DropTwo has arrived at www.kendall-kylie.com @kendallandkylie” •Tuesday May 23rd -Instagram/Facebook/Twitter -“Hope you guys are loving our new collection @kendallandkylie” -www.kendall-kylie.com #droptwo •Thursday May 25th -Instagram/Snapchat -“DropTwo @kendallandkylie” •Friday May 26 - Saturday May 27th -Sold Out Post: Twitter/Facebook/Instagram -“DropTwo @kendallandkylie is sold out. Hope you guys love our new pieces. Stay tuned for restock updates.” •May 30/31 Restock Post -“Two of my favorites from our new @kendallandkylie drop are back in stock! Shop the latex bra & underwire dress set at kendall-kylie.com” SUPPORTING SOCIAL STATS Drop Related Traffic & Sales Patterns •Monthly visitors to site increase 175% during months where there was a limited edition “Drop”, Social Media Plan, and Press to surround and support •Traffic to site increased 564% for the week of a “Drop” •Visitors to the site increased 2224% on the day “Drop” delivery merchandise became available Sales Trends related to the “Drops” / Limited edition merchandise: •Monthly sales increase 317% during months where “Drop” / limited edition product is offered on the site •Weekly sales increase 1094% over average weekly selling when “Drop” merchandise is launched •The average daily sales volume escalates 3744% over daily average on the day “Drops” go live •Typically, when the girls post to launch a drop, or wear and post drop merchandise, we see sales spikes for the hour that often exceed average monthly sales. REVOLVE X KK SWIM SOCIAL ROLLOUT REVOLVE Homepage + Newsletter •Kendall + Kylie homepage takeover, linking to Kendall + Kylie brand page •Dedicated Newsletter sent to all REVOLVE subscribers @REVOLVE Social •3X posts on @REVOLVE instagram on 7/17: Dedicated day to #KKSWIMXREVOLVE launch on instagram 2-day Pop-Up shop @REVOLVE social club •6 total influencer reposts on @REVOLVE instagram •1X Facebook post Social Ads •1.290,058 Impressions •-22,015 Link Clicks •187 Purchases •1.71% Click Through Rate •$11,892.57 Total Spend KENDALL + KYLIE x REVOLVE Celebrity Gifting -The Kendall and Kylie team took the lead in celebrity seeding. Below is the target list. •Jordyn Woods •Cami Morrone •Cara Delevingne •Justin Skye •Jourdan Dunn •Lily Aldridge •Simi & Haze Khadra •Kim Kardashian •Sofia Richie •Jasmine Sanders •Khloe Kardashian •Josephine Skriver •Kourtney Kardashian •Zendaya Coleman •Gigi Hadid •Hailey Baldwin •Kaia Gerber REVOLVE X KK SWIM SOCIAL ROLLOUT KENDALL + KYLIE x REVOLVE PRESS OUTLET IMPRESSIONS VOGUE.com ...9,370,000 VOGUE.com ...9,370,000 InStyle ...5,780,000 Fashionista ...2,112,525 Cosmopolitan ...21,540,000 Teen VOGUE ...7,530,000 People.com ...36,460,000 People.com ...36,460,000 Pop Sugar ...9,951,743 Pop Sugar ...9,951,743 Refinery29 ...18,510,000 E! Online ...26,660,000 Bustle ...36,930,000 US Weekly ...19,540,000 V Magazine ...148,730 Yahoo! News ...2,326,732 Yahoo! Finance ...121,910,000 Daily Mail UK ...16,438,906 Daily Mail UK ...16,438,906 Hollywood Reporter ...11,823,968 Who What Wear ...2,720,000 Allure ...2,260,447 Paper Mag ...1,310,000 Hollywood Life ...9,980,000 Hypebae ...284,890 Bravo TV ...8,958,397 Fashion Gone Rogue ...712,210 International Business Times ...19,550,000 Star Style ...141,670 One News Page ...446,020 True Viral News ...134,050 The Sun (UK) ...1,468,675 Glamour (UK) ...601,767 Harper’s Bazaar (Spain) ...146,010 Glamour (Poland) ...132,680 Elle (Poland) ...235,290 Glamour (Spain) ...303,490 People en Español (Mexico) ...592,100 Instyle (Mexico) ...89,590 UOL (Brazil) ...762,600 TOTAL: 43 Outlets 584,768,402 Impressions REVOLVE X KK SWIM SOCIAL ROLLOUT KENDALL + KYLIE x REVOLVE INFLUENCER GIFTING AUDIENCE By designing for their own lifestyle and tastes, and identifying with the women they inspire, the KENDALL + KYLIE brand serves an ambitious audience of taste makers who appreciate authentic style and who have influence among their immediate peers and social groups. They are social media followers and savvy web users who follow fashion trends. •Junior Range Ages 12-18: Aspirational young girls that avidly follow and look up to Kendall and Kylie •Black Label Ages 18-25: The KENDALL + KYLIE brand name attracts our audience that have followed the girls from spirited teenagers to becoming powerful influential young business women •Largest Growth Opportunity Ages 25-35: The product attracts an emerging contemporary audience that appreciates quality at a price point and is looking for something a step up from mass-market fast fashion OFF-DUTY TO M B OY NIGHT OUT TRENDSETTER TRENDSETTER PRODUCT Black Label - Ready-to-Wear Price Range: $50-395 70% Core Basics (Jerseys, Knits, Shirting) 30% Seasonal Fashion Trends and Coveted Limited Edition Pieces Categories Tops 30% Dresses 20% Knits 20% Bottoms 15% Jackets 10% Other 5% Footwear Jr. Range Price Range: $95-295 Price Range: $20-50 Vision Swim Price Range: $95-225 Price Range: $65-195 Handbags/Sm. Leather Goods Denim Price Range: $50-295 Price Range: $65-125 Outerwear Lingerie Price Range: $250-450 Price Range: $20-150 RTW DELIVERIES DELIVERY SHIPMENT MONTH SPRING 1 JANUARY SPRING 2 FEBRUARY SPRING 3 MARCH SUMMER APRIL PRE-FALL MAY FALL 1 JULY FALL 2 AUGUST FALL 3 SEPTEMBER HOLIDAY OCTOBER PRE-SPRING NOVEMBER 25 STYLES PER DELIVERY SEASONAL DESIGN SUPPORT Design Summit Meeting: Seasonal Kickoff for all satellite design teams where the KK Creative Team presents trends, color palette, materials, Kendall and Kylie favorites, and individual Team Kickoff Meetings. Seasonal Focus Deck: For all Sales Teams and Distributors. Includes the following... •Drop Campaign Items •Key Trending Silhouettes •Kendall and Kylie Favorites •How to Hang Merchandising Guidelines •Design Inspiration Quotes •Seasonal Talking Points Seasonal Media Kit: For all PR Marketing Teams to share with retailers. Includes the following... •Seasonal Lookbook Images •Press Highlights •Social Highlights •Logos •Design Inspiration Quotes •KK Quotes •Kendall + Kylie Drop Photos & Videos •Flat Product Photos SEASONAL DESIGN SUPPORT SEASONAL DESIGN SUPPORT: COLOR PALETTE/MATERIALS KENDALL JENNER Kendall Jenner has successfully bridged the gap between mainstream entertainment and the elite fashion world, exceeding expectations and garnering approval from the most prominent personalities and houses in the fashion community. The brunette beauty is a favorite of high- end designers like Karl Lagerfeld and Marc Jacobs, not to mention top editors such as Vogue’s Anna Wintour and Love Magazine’s Katie Grand. Kendall has collaborated with many renowned photographers amongst which are David Sims, Mert & Marcus, Mikael Jansson and Patrick Demarchelier. Throughout her career, she is already considered a trusted expert, chosen by selected luxury brands for major campaigns and partnerships. Her announcement to sign on as the face of Estée Lauder immediately boosted the makeup brand’s Instagram by half a million followers. Her powerful
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