● CC Brands Canada is currently working with Kate Spade to help introduce its menswear line Jack Spade into Canada. The overall objective of this marketing plan is to increase profit and sales by developing a menswear line for Kate Spade that also functions as a lifestyle brand. In January of 2015, Jack Spade closed its twelve stores but due to the current growth of Canadian menswear apparel, it is profitable to introduce Jack Spade to the Canadian apparel industry again through a developed marketing plan using a market development approach.

INTRODUCTION

● CC Brands Canada’s strategic plan is to promote the re-introduction of Kate Spade’s menswear line Jack Spade in the Canadian market. We feel promoting the brand in a strategic manner will increase and build Jack Spades sales, improve their product awareness, and establish them in the growing menswear accessory market.

KATE SPADE NEW YORK ANALYSIS

● American fashion company founded in 1993 by Kate Spade

● Merchandise includes stationary, home decor, clothing, shoes, beauty products, eyewear, jewelry, and perfume

● Over 175 stores worldwide● Strong performance in the United

States ● 2 Divisions: Jack Spade and Kate

Spade Saturday○ Jack Spade closed all 12 stores

in January 2015○ Kate Spade Saturday closed

down stores in early 2015

[Strengths]● Strong brand identity (lifestyle brand)● Wide range of products offered● Available through multiple retailers and

online● Menswear industry is growing → opportunity

for Jack Spade to re-enter the men’s apparel industry

● Jack Spade has an advantage due to its affiliation with Kate Spade

● Operating a men’s division will allow Kate Spade to reach a larger audience and to achieve higher sales for the company overall

[Weaknesses]● Kate Spade operates in a saturated industry

of womenswear and accessories● The closure of Jack Spade stores in January

2015 will affect its image as it re-opens once again

● Well-established menswear players such as Harry Rosen, Holt Renfrew Men, Ted Baker, and Hugo Boss

● Kate Spade is well known for their women’s apparel and accessories → Jack Spade will need to develop a strong masculine brand identity

● Fast fashion retailers are seeing tremendous growth

[Opportunities]● Strong e-commerce strategy can be used in

relation to the changing purchasing behaviour of consumers

● Less saturation of retailers in men’s apparel → opportunity for Jack Spade to establish itself again

[Threats]● Declining Canadian dollar● Canadian retail top-line growth has

decreased significantly compared to the past two years

CANADIAN MENSWEAR MARKET

● In the first half of 2015, total men’s sales increased 5.8% overall

● Remarkable sales increase of suits and sportcoats (15% increase in the first half of 2015)

● Highest percentage of men’s apparel units was purchased by 25-34 yr old men

CUSTOMER ANALYSIS - JACK SPADE○ Men ages 25-35○ University educated○ Young urban professionals○ Technologically savvy○ Buying decisions are motivated by functionality, durability, and

aesthetics○ Ultimate consumer shops at:

■ High end department stores such as Holt Renfrew, Saks Fifth Avenue, Nordstrom

■ Harry Rosen, Ted Baker, Hugo Boss

COMPETITIVE ANALYSIS BY KEY MERCHANDISE CATEGORY● Men’s accessories are a growing trend● Handbags and accessories are the driving force behind Kate Spade’s success● Jack Spade operates in the same merchandise category, offering practical and

functional accessories to the male demographic● Key competitors: Ted Baker and Michael Kors

○ Ted Baker■ Strong lifestyle competitor ■ Resonate strongly with the male demographic as they originated from

England as a men’s lifestyle brand■ Similar price point ($300/bag) but with some higher priced

merchandise○ Michael Kors

■ Variety of bags and accessories ■ Men’s line priced at a similar price point

MARKETING OBJECTIVES

&

STRATEGY

Product Objectives ● Increase Jack Spade sales by at least 50% by the fall of 2016 after

reintroducing them to the Canadian market

● Expand product line to position Jack Spade as a lifestyle brand by the introduction of home, technology, and cologne product lines in conjunction with Kate Spade

Target Market Objectives ● Increase brand awareness by 40% among our target population (men aged

25 to 35) by utilizing cross-channel marketing in the fall of 2016

● To have fifteen freestanding Jack Spade stores running successfully by the end of 2017

Product/Market Strategy

● Jack Spade will use a market development strategy to introduce its current product into a new market for company - Canada’s existing menswear market

● strengthen their e-commerce sites and sell their products primarily through online platforms

● Strengthen its networks with other retail partners

● Re-opening its stand-alone stores

Points of Difference

● Convenient shopping environment

● High quality customer service

● Differs from other accessory brands

● A lifestyle brand

Positioning● Kate Spade is a global

multichannel lifestyle brand that spans many categories and reaches many different aspects of its consumers’ lives. Jack Spade will carry on the image of Kate Spade’s lifestyle brand in the menswear market.

● Jack Spade offers a friendly e-commerce and retail experience that suits their customers’ needs

● Product line will be focused on the full lifestyle brand concept, consisting of tailored clothing, accessories, sportswear and bags

● The product line will particularly be focused on products and accessories that are continuously successful in the Kate Spade line

● The men’s fashion landscape is growing with the introduction of new products and merchandise, therefore it is essential that Jack Spade include products in its collection that are of the latest trends and encompass fashion-forward elements that will attract their male clientele

● Product focus will essentially be in the mindset of becoming a one-stop-shop

● Prices are set at just above the average price point, with a range of $50-$200 and above

● Price points that will be set are very reasonable especially when compared to their competitors- Ted Baker, Michael Kors, and Hugo Boss

● Jack Spade’s competitive advantage is that in terms of pricing, it fits in between Michael Kors, Ted Baker, and Hugo Boss. This can be taken as a huge advantage for Jack Spade as Jack Spade will be positioned as an affordable luxury brand

● Introduce store locations in major Canadian cities such as Vancouver, Edmonton, and Toronto

● Open pop up stores that will be located inside flagship Kate Spade locations and in select department stores

● Retailers that Jack Spade will approach to carry their line are Holt Renfrew, Saks Fifth Avenue, and Nordstrom

● Print campaigns ○ Mens magazines○ Billboards

● Social Media○ Engage with consumers○ Develop loyal followers on social

media platforms

● Special events held at their stores ○ Friends and Family○ Special guests

● Previous experience

● Develop a new men's clothing line

● Customers

● Jack Spade started off and is well known for carrying bags

● Jack Spade has broadened the brand by introducing their full clothing line

● Competitors like Hugo Boss, Ted Baker and Michael Kors carry similar merchandise to Jack Spade

For example: Outerwear and jackets, night and loungewear, knitwear and sweatshirts, as well as beachwear and undergarments

● Hugo Boss, Ted Baker and Michael Kors also carry a vast accessory line offering: wallets and watches, duffel bags, backpacks, briefcases and messenger bags, and smartphone and tech accessories