“Luxury You Can Live In” Maci Levy, Marli Mucher, Heidi Solomon, Rachel

Lipson Humber College

FMPC 5000 Anne Cramer

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Table of Contents

Executive Summary ................................................................................................. 3

Marketing Mix Strategy ....................................................................................... 4-5 Product Strategy .................................................................................................... 4 Price/ Market Level Strategy .................................................................................. 4 Place/ Distribution Strategy ................................................................................ 4-5 Past Marketing Communications ........................................................................... 5

Description of the Fashion Brand ............................................................................ 6 Promotional Objectives and Theme ........................................................................ 7 Target Audience of the Promotion .......................................................................... 8 Proposed Promotional Plan ................................................................................ 9-12

Advertising ....................................................................................................... 9-10 Public Relations .............................................................................................. 11-12

Promotional Budget .............................................................................................. 13

Conclusion ............................................................................................................. 14

Bibliography ..................................................................................................... 15-16

Appendix .......................................................................................................... 17-27        

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Executive Summary Kit and Ace is a Canadian fashion brand specializing in Technical Luxury™. Our products are specially designed with a range of movement in mind, perfectly suited for a full contact lifestyle. Kit and Ace launched in 2014 and has been developing product, launching stores, and perfecting our brand image for the past year. We are now ready to move past the initial phase of development and garner increased brand equity through a loyal customer base. The “Luxury You Can Live In” marketing promotion is our solution. Our proprietary Technical Luxury™ materials are unlike any others on the market, combining the functionality of athletic wear while maintaining the lavish qualities of high-end fabrics. Since we are a Canadian brand, the promotion will target influential Canadian media, bloggers, and fashion forward consumers. A combination of public relations and advertising tools will be utilized in our effort to solidify and grow by taking the Canadian market by storm with our Technical Luxury™. Our advertising campaign consists of 2 full-page advertisements that will run in 3 popular magazine publications on a monthly cycle. The visual will be eye catching and brand propelling, embodying comfort, elegance and individuality. Emphasizing the quality and practicality of Kit and Ace’s Technical Luxury™ products will differentiate us from direct competition and educate prospective customers. Our public relations strategy will include a seasonal Technical Luxury™ lookbook, a national blogger outreach program, and seasonal special events in four major Canadian cities. The look book will focus on core Technical Cashmere™ pieces for the season. The blogger outreach program will place Canadian fashion bloggers at the forefront of the Technical Luxury™ initiative, modeling what it means to #liveinluxury. Our final PR initiative will be our seasonal launch party, a one-night event for select attendees submerging themselves in the Kit and Ace lifestyle.

             

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Kit and Ace Marketing Mix Strategy

I. Product Strategy a. Product Mix and Product Lines Kit and Ace carries a diverse product mix of everyday attire for both men and women. The women’s department contains a product mix of clothing, accessories and foundations (lingerie and underwear). The woman’s clothing line consists of t-shirts, long-sleeve t-shirts, blouses, sweaters and jackets, pants and skirts, and dresses. Accessories include scarves, hats, gloves, jewelry, and candles. The men’s merchandise mix is similarly structured to include both clothing and accessories. Clothing categories include t-shirts, long sleeve t-shirts, button ups, sweaters and jackets, and pants. Accessories are comprised of tiepins, cuff links, scarves, gloves, and hats (Kit and Ace, n.d.).

b. Sizing Kit and Ace women’s sizes range from 00-10 or XXS-XL, and men’s sizes range from XS-XL or 30-38. At Kit and Ace we are not committed to standard industry sizing and have constructed our own size and fit guides for reference (Kit and Ace, n.d.).

Ø Refer to Appendix 1 for size guide charts c. Quality—Technical Luxury™ Kit and Ace prides itself on creating quality merchandise through future-focused materials and designs. Kit and Ace considers how you move throughout the day, therefore, all fabric and design compositions are artfully created to be versatile, functional, and comfortable. Technical Cashmere™ is a machine washable fabric engineered from cashmere and technical fibers, with added stretch. It is the first of many proprietary Technical Luxury™ fabrics that Kit and Ace intends to create. Technical Cashmere™ was designed in an effort to keep all the lavish qualities of cashmere but produce a soft, resilient and machine washable product (Kit and Ace, n.d.).

II. Price/ Market Level Strategy Kit and Ace prices range from $28-$488, with foundation pieces on the lowest end of the price spectrum and Technical Cashmere™ pieces being the most expensive. Kit and Ace justify their pricing based on better quality fabrics and advanced construction details. Kit and Ace would classify as the better or contemporary pricing tier (Kit and Ace, n.d.).

III. Place/ Distribution Strategy Kit and Ace currently has over 50 locations, both permanent and pop up, worldwide. In Canada there are 12 locations throughout the major cities and in the United States there are 36 locations nationwide. We also have 7 locations in

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Australia, 3 locations in the United Kingdom, and 1 in Japan. We offer free tailoring services in our 5 atelier locations throughout Canada and the United States (Kit and Ace, n.d.).

IV. Past Marketing Communications and Promotional Activities a. Advertising Our first print campaign will launch globally on December 10, 2015. A prototype of the advertisement is highlighted in Appendix 2, featuring a woman in a yoga pose with the text “Not for Yoga.” The advertisement is meant to poke fun at our athletic wear roots, but also to differentiate between the two (Steigrad, 2015).

Ø Refer to Appendix 2 for preview of print advertisement b. Personal Selling This summer Kit and Ace took a very interactive approach to marketing, touring parts of the U.S. and Canada in a cooper-clad trailer. The “Copper Studio” was designed to mimic Kit and Ace stores in an effort to build brand awareness and share our story (Harris, 2015).

Ø Refer to Appendix 3 for visual representation of the Copper Studio c. Public Relations Kit and Ace hired Yulu Public Relations to initiate hype for the launch of the brand. Influential bloggers were handpicked and flown into Vancouver for a full experiential package during the initial launch weekend (Yulu PR, n.d.). The event also catered to local artisans, restaurants, and breweries to compliment the Kit and Ace “hyper-local” aesthetic (Yulu PR, n.d.). The brand also utilizes various social media handles such as Facebook, Pinterest, Instagram, and Twitter. d. Strengths and Weaknesses Kit and Ace is still a relatively new venture and we are still testing out the effectiveness of our marketing strategy. Kit and Ace merchandise fills a void in the market, and our Technical Luxury™ proprietary fabrics are distinctive amongst other streetwear brands. We have expanded rapidly and extensively because according to founder JJ Wilson “we are not fighting for real estate, the landlords are coming to us” (Shaw 2015). It is evident that demand for our unique merchandise is there, however the rapid expansion has hindered Kit and Ace from focusing on gaining market share (Shaw 2015). In order to increase brand awareness and equity we need to transition out of the initial phase of development and begin to heavily market our product. This will be done through integrated marketing communications initiatives to reach consumers at many different levels.

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Description of the Fashion Brand I. Brand Name

Kit and Ace were our muses in the development stage of the brand. In determining who our customer would be, we described a hypothetical woman, Kit, who really embraced the female side of the brand, and her male counterpart, Ace. These characters served as a guide throughout the planning stages to ensure consistency across the brand and across the design. The brand was named Kit and Ace to pay homage to our target customer (Mau, 2015).

II. Brand Logo

III. Brand Colours

IV. Brand URL and Social Media Handles

a. Website: http://www.kitandace.com b. Facebook: https://www.facebook.com/kitandace/ c. Twitter: https://twitter.com/kitandace d. Pinterest: https://www.pinterest.com/kitandace/ e. Instagram: https://www.instagram.com/kitandace/

V. Brand Equity

According to Kit and Ace founder JJ Wilson, “We’re almost wrapping up our ‘beta’ phase […] testing everything for the last year including real estate locations, shop build-outs fixtures, etc. Fall 2015 is what we see as our true launch” (Barrett, 2015). As such, the past year has been dedicated to building the brand, developing the product, and opening stores. While we believe in our product, the need to build strong brand equity through building our consumer-base is still an area of opportunity (Steigrad 2015). As we head into the new-year, building brand equity and commanding attention from our target market is the focus. Now that we have the fundamental elements in place to build a global brand, an integrated marketing communications strategy will help to build brand awareness and loyalty.

     

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Promotional Objectives and Theme The theme of our proposed promotional plan is “Luxury You Can Live In” From hem to neckline, inside and out, Kit and Ace consider their target customer’s every move and design garments that can keep up. Unlike their competitors, Kit and Ace refuses to compromise luxury for functionality. Thus, with a focus on reducing fabric maintenance, while preserving luxurious fabric qualities, Kit and Ace has developed the perfect balance with their proprietary Technical Luxury™ fabrics (Kit and Ace, n.d.). Our promotional plan will focus on propelling the Kit and Ace brand through the fabrics and features that have traditionally gone hand-in-hand with luxury. Focused Goals

I. Advertising initiative Examine the visibility of the advertising campaign by monitoring circulation of issues per month, within each publication. In correlation with advertising visibility, Kit and Ace will conduct a month-to-month brand audit, in addition to an extensive 1-year audit to compare and contrast progress within the market.

II. Technical Cashmere™ Lookbook Monitor the level of sales of core merchandise showcased in each seasonal Lookbook. Evaluation will span from weeks 1-6 of each season. Findings will aid in sell-thru visibility, which will support in the management of stock, inventory control and reorders. By and large, it will illustrate consumer reception of our core product within our market.

III. Blogger Outreach Program Utilize Google analytics or an equal alternative, to measure blog visibility and user reception. Analytics programs have the ability to track Instagram referrals directed to our website. In addition, our social media coordinators will monitor number of likes and reposts, to track consumer awareness and brand equity.

IV. Seasonal Special Event Develop monthly coverage reports pre and post the special event. In addition, track RSVP trajectory from event-to-event to ensure the hype continues to escalate.

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Target Audience of the Promotion The audience of our promotional efforts is parallel to Kit and Ace’s niche target market; a slightly more upscale consumer whose desire for luxury is not impeded by their busy lifestyle. Kit and Ace adds functionality and comfort to casual, luxurious clothing and therefore appeals to stylish and physically fit city dwellers in their 20s and 30s (Shaw, 2015). The brand also aims to target the emerging creative class, as the company is future-oriented and constantly pursuing the most innovative fabric construction technologies on the market (Adamczyk, 2014). These consumers are primarily millennial, both male and female, with a mid-high to high level of income. With prices ranging up to $500, it is best to target those who are able to afford and continue to purchase our products. We want them to envision their hectic lifestyles wearing a luxury brand they can trust and will therefore stay loyal to. Geographically, the target audience for our promotion is the Canadian market. We chose this market in response to the international growth of the brand in the USA, Australia, the UK and Japan (Kit and Ace, 2015). Canadians are the grass roots of this company and therefore deserve special attention. We want to appeal to people who have similar attitudes, values and lifestyles regarding their style and appreciation for luxury clothing with added functionality. In a behavioural sense, targeted customers are those who feel that this clothing is special yet worthy of any occasion, and therefore remain loyal to the Kit and Ace brand.

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Proposed Promotional Plan—“Luxury You Can Live In” Advertising

I. Campaign Advertising Initiative Two full-page print advertisements will run in 3 magazine publications on a monthly cycle annually. Research has shown that print consumers are drawn to acquisitive and dreamy characteristics, with the intent to absorb style (Consterdine, 2005). The advertisements will be full-colour and localized in the front-half of the magazine for greater exposure (Jensen, n.d.).

II. Components of Advertisement Our advertisement is meant to conceptualize and embody our campaign theme, “Luxury You Can Live In.”

a. Visual: An aspirational, creatively composed visual that is both eye catching and brand propelling. Advertisement must embody comfort, unrestrained freedom and a finesse that is both unique and high-end in its’ own right. The visual is meant to evoke excitement and movement, while highlighting both the luxury and day-to-day functionality of Kit and Ace’s Technical Luxury™ product. Note: all products in the visual are Kit and Ace product.

b. Text: The tagline will read: “Luxury You Can Live In,” with the Kit and Ace logo below it. On the left hand side, a small text will read the individual’s Instagram name, providing national recognition.

Ø Refer to Appendix 4 for a mock-up of our print advertisement. III. Crowd-Sourced Advertising

Kit and Ace believes creativity is the cornerstone that drives success. As such, the brand has been an active proponent in the flourishing Creative Class, a group of innovative, future-focused individuals driven to make their mark. As such, Kit and Ace believes in mutually beneficial relationships and plans to incorporate such ideologies into their advertising efforts (Kit and Ace, n.d.). Introducing crowd-sourced advertising; “campaigns inspired by the public, for the public,” (Petavy, 2014). Kit and Ace will launch a crowdsourcing contest through the Kit and Ace Instagram page, to drive creativity amongst our creative consumer. Conceptualizations of our “Luxury You Can Live In” campaign will be shared via Instagram with the hashtag #liveinluxury and must tag the @kitandace Instagram page, as a means to enter. Two winners will be selected to take part in our national campaign and have their images published as a print advertisement in three of Canada’s top fashion publications. Winners will be compensated with a $300.00 gift card and creative recognition.

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IV. Top Canadian Fashion Publications The main objective of our advertising initiative is to increase brand exposure. Kit and Ace, within 1 year of its’ existence, has made a splash in the Canadian market by expanding brick-and-mortar vigorously. Print publications have a wide-range of readers and annual subscribers, which will help to expand the visibility of the Kit and Ace brand. Print advertising is also viewed more positively than advertising in other media (Lulofs, 2014). Our customer is far from mainstream and by the same token, respects the creative process put into creating a magazine. By ensuring we are selecting the right publications, the mutually beneficial relationship can help solidify what the Kit and Ace brand stands for, increase brand visibility, which by and large can increase brand equity. The following 3 publications were ranked as 3 of the top 5 Canadian publications based on revenue from advertisement sales and circulation (Lulofs, 2014). Each publication’s target audience is outlined to highlight similarities with the Kit and Ace consumer, ensuring a perfect fit for brand exposure.

a. Flare Magazine i. Total readership is 1.2 million, 89% women and 11% men (Flare

Media Kit, 2015) ii. On average the Flare women spends $1 500+ per year on

women’s clothing (early adopters) and believes that brand name equals quality (Flare Media Kit, 2015).

iii. #1 in newsstand sales and #1 in total paid and verified subscribers within their competitive sent. (Flare Media Kit, 2015). It was classified as the top fashion magazine to target influential women; sole wage earners, women in top management positions (Flare Media Kit, 2015).

b. Elle Canada i. Total readership is 1.6 million, 86% of women, 14% of men (Elle

Canada Media Kit, 2015). ii. Consumer follows international fashion and beauty trends (Elle

Canada Media Kit, 2015). iii. Elle has been voted the world’s leading authority on fashion and

beauty (Elle Canada Media Kit, 2015). c. LouLou Canada

i. Total readership is 952 000 people, 97 000 are women 18+, (LouLou Media Kit, 2015)

ii. Rated #1 in terms of audience composition; spends $41 000+ on clothing and 40% are “label queens,” (LouLou Media Kit, 2015)

iii. Average of 4.5 readers per copy (LouLou Media Kit, 2015) and have increased single-copy sales by 22% in 2014 (Lulofs, 2014).

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Public Relations I. Seasonal Lookbook

Our first public relations initiative is to create a seasonal Technical Luxury™ lookbook. This seasonal look book will focus on our favourite Technical Cashmere™ pieces of the season, because what’s more luxurious than cashmere? It will include an image of select styles with an attention grabbing description, a list of the features, the benefits, and pertinent product details. The lookbook will serve as a communication tool with media and customers to expand exposure. Furthermore it will to help us guide social media exposure through the words, descriptions and features we choose to highlight in the lookbook. The lookbook will be distributed to various bloggers and media contacts, as well as top tier clients via a promotion offering a free lookbook with every purchase over $150. Kit and Ace will begin circulating these lookbooks to the media one week prior to the start of each season, as well as at events. Kit and Ace stores will distribute them during the first two weeks of each season. These look books will not only showcase items customers have already purchased, but will also influence additional purchases and improve the bottom line.

Ø Refer to Appendix 5 for a mock up of a Fall 2016 lookbook II. Blogger Outreach Program

Kit and Ace partnered with the blogger community at its initial launch and received exceptional coverage and high praises from the bloggers. Our second PR initiative will expand on this through our Blogger Outreach Program. 10-20 local bloggers that personify the brand’s projected image and lifestyle will be selected to act as style ambassadors. These style ambassadors will be responsible for circulating Kit and Ace product through Instagram posts, hashtag trending, blog and Pinterest posts, and by being photographed in selected seasonal merchandise. At the beginning of each season, a seasonal blogger package will be distributed to each style ambassador. This package will feature a personalized letter filled with catchphrases, hashtags and specific marketing information that Kit and Ace would like to focus on for that season. This will be accompanied by 2-3 core items that the bloggers need to wear, photograph, and promote. The provided hashtag that each blogger will include is #liveinluxury, clearly reflecting on our core promotional initiative. The blogger will also be required to tag Kit and Ace in all of their posts in order to garner exposure for the brand. The bloggers can choose to style the provided clothing in their own unique way, showing customers how they can “live in luxury.”

Ø Refer to Appendix 6 for a mock up of the blogger package letter

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III. Special Events Our third public relations recommendation entails hosting a special event in four major Canadian cities to coincide with the launch of each seasonal collection. This event will be hosted four times a year as a means to build hype leading up to each seasonal launch. Each event is invite-only, will provide refreshments and live entertainment, conveying the luxurious nature of the Kit and Ace brand along with our equally luxurious product. Each event will be preceded by a press release that will be distributed to local bloggers and media contacts to initiate media coverage and increase visibility. Following, 200 invitations will be personally addressed and sent out to our closest bloggers, media contacts, and top tier customers. Throughout the event all VIP attendees will be able to shop the merchandise at a 20% discount while enjoying refreshments. In order to drive the creative aspect of the brand, a local musician and artist will provide entertainment, showcasing their talents throughout the evening.

Ø Refer to Appendix 7 for a mock up of the seasonal invitation

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Promotional Budget Public Relations Toronto Campaign Budget Breakdown Look Book (1000 copies @ 5pgs/copy) Photos………………………..…………..………………………...…..…… N/A – Taken from website Color Printing (Card Stock x 5000 pgs)……………………………....………................… $1800.001 Cerlox Bounding……..………..…………..…………..………………….….…........…...…. $3490.002 Shipping (150 copies to various media contacts across Canada)……………………….... $500.003

I. Blogger Outreach Program Bloggers…………..…………..……........…..……..………………………..N/A – payment in clothes Apparel to send to bloggers………………...….......…..…….N/A– free samples from Kit and Ace Colored Printing (personalized letter x 20).………………………..…………………………....$4.804 Shipping (20x packages across Canada)…………………….…………….........….…….…... $70.005

II. Special Event Printing (Invitations x 200)…..…………...………..…………..…........…..………...………… $62.006 Space…………..…………..…………..……………………………......…..N/A – At Kit and Ace store Catering (inc. delivery, plates, napkins, water).................................................…………$4750.007 Waiter (x3@ $11.25/hr. +tip)…………………....……………………………................……..$160.00 Local Juice Bar (The Village Juicery)…..…………..…………..………………………...…..$2500.008 Musical Talent (A L L I E )…………..…………..………................................….…….…… $1500.009 Local Artist (Samantha Williams-Chapelsky)………............. N/A – providing venue to auction art Sound system…...…………..…………..……………..…........…………..…… N/A – already in store Total Public Relations Campaign Budget: $14,836.80

Advertising Campaign Budget Breakdown Advertisement Design (x2 @$500.00 worth of merchandise)………………………….…$1000.0010 Photography equipment....….........…...N/A – using ready-made photos from Instagram account Full page advertisement in 3 editions of LouLou Magazine……........…..…………….$57519.0011 Full page advertisement in 4 editions of ELLE Magazine………………………....….…$87120.0012 Full page advertisement in 3 editions of FLARE Magazine………………..….………..$71379.0013 Total Advertising Campaign Budget: $217,018.00

                                                                                                               1 Staples Copy and Print Representative/ www.staplescopyandprint.ca 2 Staples Copy and Print Representative/ www.staplescopyandprint.ca 3 https://www.fedex.com/ratefinder 4 Staples Copy and Print Representative/ www.staplescopyandprint.ca 5 https://www.fedex.com/ratefinder 6 Staples Copy and Print Representative/ www.staplescopyandprint.ca 7 http://corporatecravings.com/order/  8 Village Juicery representative rough estimate 9 Quote from Canadian musician expert Shane Rodak 10 Subject to change based on production costs 11 LouLou Rate Card provided in class 12 ELLE Rate Card provided in class 13 FLARE Rate Card provided in class  

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Conclusion As a new brand, it is vital that Kit and Ace gains worldwide exposure. Our “Luxury You Can Live In” promotional plan uses a variety of public relations and advertising tools to ensure that our Canadian customers are targeted in the most effective way. The look book will bring attention to new merchandise and influence additional purchases, thus improving the bottom line. Those who receive the look book, specifically the bloggers from our outreach program, will promote the brand through one of the most effective ways possible; social media. We know this will be successful due to the brand’s positive feedback on past social media initiatives. Our special events will continue to increase media coverage and visibility to the Canadian market by depicting our luxurious, cool and trendy brand image. Our advertising campaign will hone in on the benefits of technical cashmere, therefore enabling differentiation from the competition and adding customer value. We are confident that our promotional plan and initiatives will be a success in the Canadian market by connecting to our target customers on a personal level.

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Bibliography

Adamczyk, A (2014 December 24). Kit and Ace Adds Functionality to Luxury Clothing. Forbes. Retrieved from http://www.forbes.com/sites/aliciaadamczyk/2014/12/26/kit-and-ace-adds-functionality-to-luxury-clothing/ Alsever, J. (2007). What is crowd-sourcing? CBS Money Watch. Retrieved from http://www.cbsnews.com/news/what-is-crowdsourcing/ Barrett, L. (2015 May 5). Interview: JJ Wilson, founder of Kit and Ace. Style Calling. Retrieved from http://www.stylecalling.com/interview-jj-wilson-founder-of-kit-and-ace/ Doing good stuff. (n.d.). Kit and Ace. Retrieved from http://www.kitandace.com/doing-good-stuff/ Elle Canada Media Kit. (2015). Quebec Corporation Media and Sales. Retrieved from http://quebecormediasales.ca/content/themes/quebecor/global/images/pdf/ELLE_CAN_MediaKit_2015_EN_FINAL.pdf Flare Media Kit. (2015). Rogers Media: Flare. Retrieved from http://www.rogersmedia.com/wp-content/uploads/2014/03/14-320_OCMK_FLR_Fnl_v2.pdf Harris, R. (2015 August 17). Kit and Ace hits the road to get hands-on with shoppers. Marketing Magazine. Retrieved from http://www.marketingmag.ca/brands/kit-and-ace-hits-the-road-to-get-hands-on-with-shoppers-154515 Issue 01: Convention. (n.d.). Kit and Ace. Retrieved from http://www.kitandace.com/the-brief/issue-1-convention/ Jensen, K. (n.d.). How much does magazine advertising cost? Chron. Retrieved from http://smallbusiness.chron.com/much-magazine-advertising-cost-56136.html Kit and Ace brand roll-our, store launch & media event (n.d.) Yulu PR. Retrieved from http://yulupr.com/portfolio/kit-and-ace-pr/ Location. (n.d.). Kit and Ace. Retrieved from http://www.kitandace.com/locations/ LouLou media kit. (2015). Rogers Media: LouLou. Retrieved from http://www.rogersmedia.com/wp-content/uploads/2014/03/14-320_OCMK_LLE_LLF_Fnl.pdf

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Lulofs, N. (2014, August 7). Top 25 Canadian consumer magazines for June 2014. Alliance for Audited Media. Retrieved from http://auditedmedia.ca/news/blog/2014/august/top-25-canadian-consumer-magazines-for-june-2014.aspx Mau, D. (2015 February 27). The story behind Kit and Ace, an athleisure followup to Lululemon. Fashionista. Retrieved from http://fashionista.com/2015/02/kit-and-ace Our story. (n.d.). Kit and Ace. Retrieved from http://www.kitandace.com/our-story/ Parry, M. (2014 August 6). Trade Talk: Lululemon founder’s family launches new fashion enterprise, Kit and Ace. The Vancouver Sun. Retrieved from http://www.vancouversun.com/entertainment/Trade+Talk+Lululemon+founder+family+launches+fashion+enterprise/10095842/story.html Petavy, (2014, September 25). Crowdsourcing: the great advertising agency debate. The Guardian. Retrieved from http://www.theguardian.com/media-network/media-network-blog/2014/sep/25/crowdsourcing-advertising-agency-debate Shaw, H. (2015 February 27). How Kit & Ace’s Lululemon roots have fuelled the ‘technical luxury’ store’s runaway success. The Financial Post. Retrieved from http://business.financialpost.com/entrepreneur/kit-ace-the-new-retail-venture-from-lululemon-athletica-inc-founders-son-has-been-resounding-success Size guide. (n.d.). Kit and Ace. Retrieved from http://www.kitandace.com/help-me/size-guide/ Steigrad, A. (2015 November 30). ‘Kit and Ace’ founders poke fun at their Lululemon roots. Women’s Wear Daily. Retrieved from http://wwd.com/media-news/fashion-memopad/kit-and-ace-founders-jj-wilson-shannon-chip-lululemon-roots-10286725/ Technical luxury. (n.d.). Kit and Ace. Retrieved from http://www.kitandace.com/technical-luxury/

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Appendix 1—Kit and Ace Sizing Chart

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Appendix 2—Kit and Ace Current Advertisement

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Appendix 3—Kit and Ace Copper Studio

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Appendix 4—Mockup of “Luxury You Can Live In” advertisements

Luxury you can live in

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cap

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Luxury you can live in

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Appendix 5—Lookbook

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 • Long sleeve crew neck sweater  • Contour seam detailing on back  • Smooth seams flatlocked for comfort  • Iconic darts and contrast coloured bar tacks for a tailored fit  • Designed with movement in mind  

• Made from our soft, luxurious brushed Technical Cashmere ™  

• Easy care- washing machine friendly  • Added stretch for ease of movement  • Pre-shrunk  • 86% viscose, 9% cashmere, 3%  

They say you shouldn’t judge a book by its cover. You also shouldn’t judge the Sweatshirt Sweater by its front alone. Behind the classic crew neck appearance is

contour seam detailing that will land this style on your high

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 • Mid-weight sweater with a two way neckline for a wrapped or open look  • Grosgrain zipper pockets  • Quilted front and back  • Underarm ventilation for breathability  • Smooth seams flatlocked for comfort  

• Made from our soft, luxurious Technical Cashmere ™  • Easy care- washing machine friendly  • Added stretch for ease of movement  • Pre-shrunk  • 86% viscose, 9% cashmere, 3%  

Certain things just conjure up warmth and contentment. The Kit Wrap, with its quilted detailing and two-way collar in our soft hand brushed Technical Cashmere ™, will wrap

you up in this feeling day in and day out.

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 • Short sleeve pullover button up with a hallway sealed pocket  • Grosgrain detailing on front placket  • Tacked collar to stay in place  • Back yoke detailing, cuffed sleeves and a curved hemline  • Iconic darts and contrast coloured bar tacks for a tailored fit  

• Made from our soft, luxurious brushed Technical Cashmere ™  

• Lightweight- substantial enough to wear on its own, just right to wear as a layer  

• Pre-shrunk – what you see is what you get  • Stretch- this will move with you wherever you are

heading  • 85% cotton, 9% cashmere, 6% spandex  

When you just don’t feel like spending your precious time on buttons, reach for the Pine Polo. With a midway sealed placket, you can pull this on over your head and look sharp in a breeze.

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 • Contrast top long sleeve crew  • Smooth seams flat locked for comfort  • Iconic darts and contrast colored bar tacks for a tailored fit  • Contrast grosgrain locker loop on back neckline  • Designed with movement in mind  

• Made from our soft, luxurious brushed Technical Cashmere ™  

• Lightweight- substantial enough to wear on its own, just right to wear as a layer  

• Pre-shrunk – what you see is what you get  • Stretch- this will move with you wherever you are

heading  • 86% viscose, 9% cashmere, 5% spandex  

Some things are just better together- you learned this the first time you dipped an Oreo in a cool, creamy glass of two percent. This is also one of those times. The

Kuper Crew’s multi-tonal design is a dynamic duo worth celebrating.  

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Appendix 6—Mockup Blogger Package Letter

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Appendix 7—Mockup Invitation