Creative Personal Branding RACHEL ZOEBy: Barbara Van Stigt, Olivia Llagostera, Maria Eugenia Errobidarte
Background Rachel Zoe Rosenzweig - Raised in Millburn, New Jersey - Married Rodger Berman (currently business partner) in 1996- present Education - Studied Sociology and Psychology at George Washington University Career Milestones - Previous to her styling: worked at Gotham and YM Magazine - Fashion Stylist - Kick start by working with Nicole Richie - Author of the fashion guidebook “Style A to Zoe” - Collaboration with luxury bags for Judith Leiber - Face of Samsung’s BlackJack mobile phone national advertising campaign - Consultant for Piperlime.com, Gap, Inc’s shoes and handbags
Visual Strategy Logo - Crossing Letters: reference to Louis Vuitton’s logo - relating her logo to fashion and style. Name - Recognized as one of the best stylists in America. - Reputation within the fashion industry. Style, Trademarks - “Boho Style” is one of Rachel Zoe’s elements which form her as a character. - Rachel Zoe has created her own lexicon within her team: • “That’s Bananas” • “Hero Dress” • “I Die” • “You’re Like Actually Making Me Cry In This Dress” • “Shut Up Right Now”
Communication Strategy Use of different tools in oder to communicate herself:- Styling Career- Website & Blog- Collaborations- TV Show “The Rachel Zoe Project”- Book- Her own Clothing Line Through her Communication she:- Promotes herself- Promotes herself as a Stylist- Promotes others- Piggy Baking
Styling Rachel Zoe’s signature look Bronzed, long Bohemian style dresses, fur jackets, big sunglasses and many (preferably gold) accessories. Rachel Zoe has worked with many celebrities: Nicole Richie, Lindsay Lohen, Keira Knightley, Jessica Simpson, Cameron Diaz as well as Jennifer Garner, Salma Hayek, Kate Hudson, Demi Moore, Liv Tyler, Debra Messing, Joy Bryant, Anne Hathaway She now holds 20 clients, some who only use her services for premieres while other depend on Zoe for their daily outﬁts
Styling The Rachel Zoe Inﬂuence: Zoe’s inﬂuence on her clients weight has been questioned continuously. Zoe’s Reply “I don’t think it’s fair to say that I’m responsible because I’m a thin person, that because I’m inﬂuencing their style I’m inﬂuencing what they eat. There was this crazy rumour that I was getting diet pills from Mexico and distributing them. I was like “Okay I’ve never even tried cocaine. I don’t do drugs - I’m too much of a control freak.”
The Zoe Report Social ZoeWebsite Behind Clothed Doors Advertising Hautelooks Zoe Report Possibility to see on website, e-mail and facebook Through this website, Rachel Zoe keeps audience close as styling updates are being offered for free during the day as well as ﬁrt person writing form providing “ﬁrst hand tips” and “a styling experience with the reader”.
Book “Style A to Zoe - The art of Fashion, Beauty & Everything Glamour” A New York Times Bestseller? Yes the book covers all Zoe’s tips on how to dress for all occasions, the must have items, how to accessorize and other necessary tips to look glamorous at all times. However, the book is more another way to promote her “fabulous self” as it mainly covers her personal style, her opinion on luxurious fashion designers and another “look at my life opportunity”.
CollaborationsCollaborations-Zoe recently partnered with storied accessories maker JUDITH LEIBER for a co-branded collaboration of über-luxe bags that are completely Rachel Zoe.-She “cleaned out” her closet to beneﬁt Ovarian Cancer National Alliance with costume jewelry straight from her drawers on eBay’s DecadesTwo store and decadestwo.comHosted an event at decadestwo in LA: footage from the evening wasshown in her reality series.- Served as the face of Samsung`s stylish BlackJack national adcampaign.- She is a contributing editor and consultant for Piperlime.com, GapInc.`s online shoe and handbag destination- Rachel Zoe for QVC will include jewelry, scarves, sunglasses, and faux fur items
The Clothing Line Full-range clothing line that won’t break the bank. “It will be absolutely, 100% accessible fashion for sure — for everybody. There’s no reason for me to do a luxury-level design. That’s not who I am. I don’t think it’s what people want from me. I think that I would need to give people that fantasy becoming a reality. That’s my job,” Collection are still under wraps, she promises a complete line that includes jewelry, clothing, bags and fragrance All stamped with the signature Zoe fabulousness thats equal parts Blanche Devereaux and Nicole Richie. The line will potentially be called, "I Die."
TV Show The Rachel Zoe Project A 30 minute life-documentary of the stylist’s daily life experiences. Rachel Zoe uses “The Rachel Zoe Project” to: - Brand herself and promote her brand and book - Clean her image from tabloids and pink press - Obtain awareness by exposing to the audience how she styles famous celebrities - Advertise designers and collaborations with websites, magazines, blogs... - Piggy Backing (From minute 2.00 to 4.49)
Why is Rachel Zoe a Creative Personal Brand? - Everything she does evolves around Self-Promotion more than her actual styling abilities - If Rachel Zoe is your stylist everyone assumes you always look fabulous - Her long Bohemian dresses, sunglasses and gold accessories have become the “Zoe” look - She doesn’t only promote herself in her tv-show and book she also helps some friends and other designers that work together with the Bravo TV Channel (Michael Kors) “A cross-pollinator of the worlds of Hollywood celebrities, high fashion and tabloid magazines, Zoe has become a powerful image broker, a conduit to the ever-more lucrative intersection of commerce, style and fame.”
Media Promotional Press Focuses on selling R. Zoe as: - A stylist - Designer - Author
Media Negative Media vs. Positive Media: While tabloids attack Rachel Zoe, she defeats herself back with other types of press. Example: - Tabloid: Rachel Zoe’s Anorexia - v.s.- Fashion Press: Rachel from size 0-8Negative PositivePress Press vs.
Media Piggy-Backing Press Designers and Celebrities are commonly seen in magazines with Rachel Zoe.
Key Values- Strives for the best- Brings out the best in each individual woman- Signature Look (WWD names Hollywood’s new look to Zoe)- Sets clear goals for herself- Very ambitious- Believes women of all ages and sizes should look sexy
Key Differences to CompetitorsNicole Chavez:- Fashion Stylist based in LA- Styles: Rachel Bilson, Scarlett Johansson, Amy Smart, Kristen Bell- Started styling for the series The O.C- Realistic, fresh lookJeff Ihenando:- Nigerian Fashion Stylist- Vintage Fashion (Shop in London)- Lends clothes to celebrity clients, magazines and movie Stylists- Shops for Supermodels: Kate Moss, Naomi Campbell- Styles: Mel B, Sadie FrostGok Wan- British Chinese- Fashion Stylist, author and television presenter- Known for How to Look Good naked (F.Show), Gok’s Fashion ﬁx (Series)- Styles: Bryan Ferry, All Saints- Magazines: Marie-Claire, Cosmopolitan, Tatler, Glamour
Key Differences to CompetitorsStacy London- American Fashion Stylist and media personality- Co-host on What Not to Wear. (Reality program)- Ambassador of Pantene, Woolite detergents, Dr. Scholls, and Lee Jeans- Styles Liv Tyler, Kate Winslet- AD Campaigns: Procter & Gamble, Levi’s, SwatchGK Reid- American Fashion Stylist.- Styled Lady Gaga, Anne Hathaway, Katie Holmes, Eva Mendes, JulianneMoore, Lindsay Lohan, Britney Spears, David Bowie, Puff Daddy...- Styled AD Campaigns: L’Oreal, Pepsi, Hugo Boss- Magazines: V magazine, ID, Rolling Stone- Fashion Shows. Rachel Zoe Added Value - Close relationship with celebrities, designers and brands - Large inﬂuence to everyone in the world - Being a celebrity as much as the celebrities themselves.
Future Plans- Clothing Line- LA to be recognized as a fashion City- Fashion accessible to everyone- Fashion understood by everyone- Continue with The Rachel Zoe Project TV show- Not get a divorce
Conclusion- Managed to create a Brand of Rachel Zoe through her different Media tactics - Create a hype around herself - Faces Media constantly - Managed to turn negative Media attention into positive Media - Deﬁned the LA style- Through her success she has helped other brands, celebrities and designers.