2. Lounge
Wear

3. Introduction
In recent years the lounge wear market has slowly
increased making it a billion dollar industry. Companies
thrive off of their lounge wear, for example, Victoria’s
secret and Soma. With that being said , it would make
sense for Kate Spade to implement lounge wear into
their fashion line. Who said you could not be
comfortable, incredibly stylish and chic all at the same
time? As more companies implement loungewear into
their lines the industry is just getting bigger and bigger.
As the market increases so will the opportunity to make
billions of dollars. This is an chance that Kate Spade
should not pass up because of the value the market
has and the impact it could have on the company. With
that being said, who wouldn't want to wear lounge wear
by Kate Spade.

4. Validation
Victoria's secret is North America’s #1 retailer in
Women’s lounge wear market.
Soma contributes about 8% of its sales to the
Chico's brand which is an estimated 2.6 billion.
"The demand for loungewear spans virtually all
age groups and markets. There's a big
opportunity in the teens-college market through
to the 25+ market. However we're also seeing
growing interest from more mature customers as
well. Both female and male consumers are
embracing this trend,” Ms. Singer
Companies in the lounge wear market are very
successful

5. 6 Month Plan
Last Year

6. 6 Month Plan
This Year

7. Monthly Sales
FEBRUARY: We expect an increase because of Valentines
day.
MARCH: New products are introduced that are more for
everyday.
APRIL: Not much change, sales are steady.
MAY: Warmer weather is approaching.
JUNE: Increase in sales for the upcoming Holiday
JULY: Steady sales

8. Planned Markdown
FEBRUARY: Markdowns to clear out any merchandise left over
from the previous season
MARCH: Higher markdown to get rid of Valentines day product
APRIL: Lower Markdown as spring items are introduced
MAY: Warmer weather is approaching so there is a higher
markdown
JUNE: Higher markdown to sell product from the colder months
JULY: low Markdown because of holiday/back to school and
warm weather

9. Visual Merchandising
Unlike many other companies, Kate spade will use her
own products along with other items to convey the
message she wants the public to understand.
Kate spade uses bright colors or bold prints in her
visual display. The window displays are meant to catch
the attention of people passing by along with telling a
story.
Kate Spade lauched their Pinterest page in 2012.
However, Kate Spade does not pin products that it
sells. Instead, she pins pictures that emulate the brand
image. Essentially, she creates an online mood board
for customers to view

10. Since Kate Spade uses Pinterest as a virtual mood
board, she could start a new board featuring
sleepwear, bed sheets and other items that correlate
well with relaxing and going to sleep.
Also, Kate Spade could create a bedroom like setting
in her window display to creatively inform customers of
her new products. This would work well because Kate
Spade will use other products to help sell their own.
Therefore, she does not have to make all of the
products for the window display and can focus more
on the new merchandise she is trying to sell.

11. Publicity
Kate Spade released their Miss.
Adventure commercials staring Anna
Kendrick. The commercials feature
Anna Kendrick and the adventures
she has looking stylish in her Kate
spade attire and taking a “selfy” with
a Kate Spade handbag.

12. To promote the white space, Kate
Spade would release another “Miss
Adventure” with Anna Kendrick.
These mini shows are witty and fun
for the public to watch along with
creatively promoting its own product.

13. Social Media
Kate Spade has a slew of social media platforms such
as Facebook, Instagram, Twitter, Tumblr, Pinterest,
YouTube, FourSquare and occasionally Spotify
Kate Spade, uses social media as a form of marketing.
Products that are posted through social are not always
products that can be purchased. Instead, it correlates
with the brand image and builds brand loyalty. For
example, Pinterest is used as an online mood board.
Kate Spade will feature its best selling pattern or color
on various social media platforms to promote herself in
a chic and subtle way.

14. As new product starts to reach the public Kate Spade
would flood her social media with either the print or color
that has the highest sell through
Since Kate Spade uses her social media as a marketing
tool she could implement Instagram and Twitter. For
example, she could have a picture featuring a model or
models going to bed with a caption emulating what they
are doing.
Kate Spade could also create a new Pinterest board
featuring items that correlate with sleeping, relaxing and
so on.

15. Key Elements
Social Media
Publicity
Strong Brand Image
Understands her customer
Wide range of products
Unique and everyday handbags

16. Conclusion
The continuous growth of the loungewear market proves
that it would be a wise investment for Kate Spade.
Numerous companies bring in millions of dollars in
revenue each year through their lounge wear market.
Ideally, introducing lounge wear by Kate Spade, would
best be done as soon as possible since there is not a
specific season where relaxing is done more often than
others. There is always a time to relax, be comfortable
and fashionable chic all at once. Kate Spade is only
loosing out on valuable profits by not getting herself into
the loungewear market.
Kate Spade will provide women with comfortable yet
elegantly fashionable lounge wear. This a billion dollar
market that Kate Spade can benefit from gracefully.

17. “Kate Spade New York is the brand that helps
women express their own personal style with
incandescent charm and a dash of rebellion.”