CAROLINE, EMILY, LAUREN, SARAH

FASHION

• Feminine vs. masculine

• Living in luxury

• Achievement/icons or

celebrities

• Gender stereotypes

• Elegant vs.

Playful

•Playful parties and technology

/ beauty

“live colorfully” “Unwrap Wonder”

• Adventurous, urban groups• Emphasis on music and sports• Personal/ professional overlap• Primarily domestic focus

• Minimalist individual• Music and artistic growth• Separation of

professional/personal• International presence

•Individual woman vs. Community

•Domestic vs. Internationality

•YouTube channel

Rolex/Michael Kors & Kate Spade/C. Wonder

Luxury Playful fashionEleganceClassic

Converse/Vans & FEW/FFP

EmpoweringBoldMaking your own choices and creativityModern

Gender Stereotypes

Rolex: masculine/athletic, dark colors Michael Kors: celebrities, feminine colors Kate Spade: feminine colors, foods, language C. Wonder: trendy, bold patterns Fashion Empowering Women: couture, style, trends

Socioeconomic Targets

Kate Spade: upper middle class, retail doors & department stores, price points: $50-1,500

C Wonder: middle class, price points: $10-400Converse: lower/middle classVans: lower/middle class FEW: upper/middle class, donations start at $50+,

high fashion sponsors/designers FFP: upper/middle class, high fashion

sponsors/designers Michael Kors: Middle to Upper classRolex: Upper middle and Upper class

Implications

Brand consistency and cohesiveness. Consistent brand image, while reaching

demographics. Social media mediums: distinguishable brand

identity. Consistency to maintain brand identity and

drive action.