This document proposes a Spring 2016 marketing campaign for Kate Spade called "Yours Truly by Kate" that would introduce 3D printed personalized accessories. It sees an opportunity to appeal to millennial consumers' desires for unique, customized products through 3D printing technology. The campaign would fuse Kate Spade's brand values with 3D printing to deliver personalized jewelry, bags, and other accessories. A SWOT analysis, consumer profiles, marketing plan and pricing analysis are provided to argue that Kate Spade is well-positioned to capture this market with their millennial customer base and focus on individual expression. The top three reasons for why the campaign will succeed are Kate Spade's large millennial following, their existing personalized products, and

1.
A Spring 2016 Campaign
Megan Donovan
Business Case Study
yours truly by kate
“beautifully unique”

2. yours truly by kate
“beautifully unique.”
Yours Truly by Kate is an innovative collection, unlike anything Kate Spade and
Company has done before. This campaign fuses the desires of the millennial consumer with
the benefits of 3D printing to allow Kate Spade and Company to deliver a unique offering,
while capturing an exciting market opportunity.
The millennial consumer is different from past generations. Unlike the Boomer
generation, millennial consumers are tech savvy, individualistic and extremely trendy
(Barton). They are the most diverse and highly educated generation in American history
(Kaye). This generation of consumers is connected to the media and is always looking for the
next-best tech gadget. They love to flaunt their personal style using new means of
technology. The look and feel of customizable products is very important to millennial
consumers and plays a major role in determining how and where they shop (Kaye). This
generation is hyperaware of corporate social and environmental responsibilities and will shy
away from companies who do nothing in these spheres (Kaye). Ultimately, the millennial
shopper rewards a company with their business when the company keeps up with them
technologically, allows them to be an individual, and takes a stance against poor social and
environmental practices. 3D printing can be an asset to retailers by helping them to achieve
these desirable qualities.
3D printing is a new and very disruptive form of technology and it is something that
really intrigues the millennial generation. This innovative technology is ideal for the
production of personalized product because it does not require order minimums of certain
molds (Mau). It also allows for the decrease of wasted materials and the need for dangerous
sweatshops, while promoting the use of recycled and biodegradable materials and
manufacturing in the USA. It is rare to read an article or a journal regarding 3D printing
and not encounter the buzzword “personalization” which is what makes it the perfect
technology for a retailer who wants to incorporate more personalization into their
assortment. 3D printing can enable companies to capitalize on this white space within the
retail industry.
Kate Spade and Company is the perfect contender to capture this market opening
with the Yours Truly by Kate collection. Kate Spade has the right environmental stance and
mindset to take on the new technology, has the perfect millennial consumer base, already
carries products that allow millennial consumers to be unique, and is at the ideal price for this
untapped market.

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2 | Megan Donovan
why kate spade?
• “at kate spade and company we are committed to a long term
sustainable approach to caring for and safeguarding the
environment. specifically, ‘sustainability’ means that we
constantly endeavor to balance environmental considerations
and social responsibility with our business goals.” (Kate)
1:
environmental
stance
• the company is known for its timeless prints and colors that
allows the wearer to express themselves fully and show the
world who they truly are, a characteristic that perfectly alligns
with the aspirations of their large millennial consumer base.
2:
large millenial
following
• the company already offers personalization options, but
providing customization capability through 3D printing will
maximize the opportuinty for consumers to enjoy even more
unique stylings.
3:
existing
personalized
mindset
• 3D printing recently made an appearance within haute
couture at the chanel fall/winter 2015 ready-to-wear show
(Wolfe). there exists a perfect opportunity for kate spade to
become the first accessible brand to introduce 3D printing to
their line.
4:
untapped
market segment
While analyzing consumer dialogue surrounding Kate Spade and Company, the word
“love” is notably the most frequently used word when describing the brand (analysis
performed with the social listening program Infegy). This is telling of the brand. It
demonstrates the intensely loyal consumer base Kate Spade possesses, and their adoration of
the designer’s products. This claim of “love” is used most often in combination with the
accessories products that Kate Spade and Company sells, which is why a spring/summer
2016 assortment of accessories will be the focus of the new 3D printing campaign.
(Infegy)

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3 | Megan Donovan
environmental advantages of 3D printing
3D printing has been a buzzword in the technology industry for years. Only in recent
years has it become a topic of discussion in the fashion industry. Since it became accessible to
fashion designers, smaller designers have seen less production wastage, the possibility of
using recycled and biodegradable materials and have left a smaller carbon footprint - all
of which were issues they have struggled with while placing orders with overseas vendors. 3D
printing has eliminated these issues. Iris Van Herpen and Kimberly Ovitz are two designers
who have significantly benefited from this technology (Mau).
3D printing can decrease production excess in a few ways. First, 3D printing
prototypes of merchandise eliminates the need to continuously send different prototypes back
and forth before settling on a final piece. Eliminating this step in the process will reduce the
amount of gas and other resources needed for product transit between the designer and the
producer (Sweeney). Creating a mockup with 3D printing software and the printing process
itself makes fine-tuning a product much easier and can be completed without making
mistakes in the construction (Cera). This technology can be implemented in production
processes within the US, and even in-house for some designers, which eliminates the need for
prototypes to be shipped overseas and encourages domestic production.
This technology presents exciting opportunities to use more recycled and
biodegradable materials in the production process. Recycled materials have been a popular
topic of discussion with the growing accessibility of 3D printing. Currently, there is a type of
polymer called PLA, which is 100% recycled and can be used in 3D printers
(Dagirmanjian). Since it is rather new, it is a stiffer material and cannot flex in the way that
traditional clothing should. However, a new and promising design house, XYZ Workshop has
been able to create a desktop printed dress that uses flexible PLA (Dagirmanjian). The dress is
100% wearable and looks like a high-fashion dress. Clearly, the technology to use recycled
materials is indeed out there, it is just a matter fine-tuning and increasing usage. At the time
of research, biodegradable materials are used for medical purposes, but are not being used in
3D printing of fashion (Rudolph). However, it is another big topic of discussion and is sure to
be seen in the industry in coming years.
Finally, the business of 3D printing can do a lot in helping to decrease the carbon
footprint left by designers, whether they are a haute couture or a small, local designer. It can
help decrease the lead-time needed in manufacturing and it does not require large order
minimums (Mau). By shortening the lead-time, less wastage is produced while getting the
product from its early stages to its final stage (Dagirmanjian). In not being required to place
large orders simply to meet a minimum, there is much less wasted product that goes unsold.

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4 | Megan Donovan
SWOT analysis of kate spade
STRENGTHS
• quick to adapt to new trends
• distinct image
• strong social media presence
• easy-to-shop web experience
• diverse product selection
• accessible, yet aspirational price
points
WEAKNESSES
• reaching peak on the trend curve
• saturated in the market
• limited reasons to buy
• brand awareness is not as strong
as competitors
• limited global penetration
THREATS
• strong competitors
• lower competitor costs if they
introduce 3D printing first
• selling of knockoff products
• rising manpower costs
OPPORTUNITIES
• build more awareness in the market
• expand production
• more retail locations
• reconnect with loyal consumers
• grow e-commerce platform

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5 | Megan Donovan
consumer profile
BRIANNA
• age 18-28
• millennial consumer
• loves to personalize her
possessions
• buys products, not brands
• appreciates and understands
technology- will be interested in
the first designers to offer 3D printed
products
• she is trendy- always the first to get
the most fashionable items
• she loves to be unique- will buy
products that let her be her own true
self
MARIA
• age 30-50
• a long-time kate spade customer
• most brand-aware of kate spade’s
consumer base
• trendier than most women her age
• wants to personalize her
accessories to make them her own
• will find use for personalization in
all aspects of her life
• less tech-savvy but will be
interested in 3D printing and what it
can do for her
ZOIE
• age 18-30
• hipster consumer
• not brand-conscious
• tech-savvy- she is aware of 3D
printing and the technology involved
• environmentally conscious- she
knows of the positive impact an
increase in 3D printing can have on
the environment
• she is intrigued in the use of 3D
printing in fashion and will
patronize the designer to take the
first step into 3D printing

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6 | Megan Donovan
spring 2016 marketing plan
February
• Ad campaign in Vogue and Elle
o 1 page in each dedicated to the jewelry
o 1 page in each dedicated to the enhancements
• New store signage
o In all stores
o Call attention to the new assortment
o Advertise the sustainable impact of 3D printing
• New website content
o Call attention to the new assortment
o Advertise the sustainable impact of 3D printing
• New York Fashion Week
o Include the new assortment in the runway show
o Display signage to draw attention to 3D printing
March
• Bring a 3D printing machine into the flagship store on Madison Ave
o Will print the jewelry and enhancements in-store
• Advertisements for the 3D printer
o Social media and email blasts
April
• 23rd Anniversary sale
o 23% off store-wide
May
• Rerun of ads in Vogue and Elle
o 1 page in each dedicated to jewelry
o 1 page in each dedicated to the enhancements
June
• Push of assortment for summer
o Social media posts and email blasts
• Rerun ads for the in-store 3D printer
o Social media posts
July
• Back to school
o Heavy social media posts directed at the back-to-school crowd

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7 | Megan Donovan
3D printed assortment plan
to be ordered online or through in-store electronic kiosks, printed, and
shipped to the consumer within 48 hours (exception being the Madison Ave
location)
solid block pin
the solid block pin is to be used as an
enhancement to a handbag. measures 2
inches tall and the width varies by letter.
the perfect way for brianna, zoie, or maria
to add a little spice to their handbags and a
way for them to add a little bit of their
unique selves to any kate spade accessory.
available in silver, gold and rose gold.
retail- $55.00
to be printed using Fuse Deposition
Modeling and gluing a pin to the back.
solid block initial keychain
the solid block keychain is intended as an
enhancement to a handbag, or to simply be used
as a keychain. like the solid block pin, it measures
2 inches tall, and the width varies by letter. it is a
delicate item that makes a big statement- an
elegant way to stay true to your style, while
always keeping tabs on your keys.
available in silver, gold and rose gold
retail: $55.00
the letter is to be printed using Fuse Deposition
Modeling and the links and the keychain will be
subsequently attached.

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8 | Megan Donovan
3D printed assortment plan
initial ring
the initial ring is the perfect accessory for
spring 2016. offered in an array of sizes, it
can be worn on any finger in the normal
fashion or as a midi ring. simply pick the
letter to be displayed and you are on your
way to being beautifully unique. available
in silver, gold and rose gold.
retail: $48.00
to be printed using Fuse Deposition
Modeling (FDM).
solid block initial earrings
what is an accessories assortment without a set of
must-have earrings? the solid block initial earrings
are the best way to show off the true you. These
studs measure one half inch by one half inch and
these letters can be mixed-and-matched to fit your
preferences. available in silver, gold, and rose gold.
retail: $48.00
to be printed using Fuse Deposition Modeling. the
earrings can be printed as one unit.

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9 | Megan Donovan
3D printed assortment plan
monogram handbag addition
a monogram adorning a beautiful kate spade
handbag is a classic sight. This campaign
reinvigorates the practice with the innovative
use of 3D printing technology. show the
world who you truly are by adding a touch of
yourself to a fabulous handbag. available in
silver, gold and rose gold.
retail: extra $5.00 upon purchase of the
handbag
to be printed using Fuse Deposition Modeling
and attached to a handbag.
initial necklace
the initial necklace is the best way to show the world
how unique you are this spring. the pendant, with a
one half inch radius, is small enough that it won’t
distract from the rest of bold and beautiful ensemble,
but is large enough to make a statement. available in
silver, gold and rose gold.
retail: $50.00
the pendant is to be printed using Fuse Deposition
Modeling. after printing it will be attached to a
chain.

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10 | Megan Donovan
3D printed assortment plan
monogram cufflinks
the Yours Truly by Kate
collection is not just for the
ladies, it is for the Jack Spade
consumers as well! gentlemen
can add a touch of themselves
to their outfits too, with these
monogramed cufflinks.
available in silver and gold.
retail: $75.00
to be printed using Fuse
Deposition Modeling.
Fuse Deposition Modeling: Fuse Deposition Modeling is one of a few
means of 3D printing, and it is ideal for jewelry making (Rudolph). This
process involves an additive principal by laying down a material in layers
(Rudolph). The material is a plastic filament filled with a type of metal
polymer that would be chosen by the consumer at the 3D printer or at the
in-store electronic kiosks.
This assortment is meant to be an introduction to what 3D printing can do
in the realm of personalization for Kate Spade and Company. As the
technology and interest in the technology grows, more options for even
more unique personalization will be offered.

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11 | Megan Donovan
price analysis
Tory
Burch
Kate
Spade
Lilly
Pulitzer
Tory Burch and Lilly Pulitzer are Kate Spade’s biggest competitors. Lilly Pulitzer does not sell
jewelry, so handbags were used for the analysis. As shown above, Kate Spade falls just between the
two when it comes to price. The addition of the 3D printed merchandise will not affect this pricing
position. While the technology to print is more expensive, Kate Spade and Company will forego
many production costs and shipping costs, which will balance out the price discrepancy. However,
since the technology allows such a personalized touch to merchandise, there will be a 5% increase in
price for merchandise printed using 3D technology. This will not drastically impact the Kate Space
consumer, who generally comes from a higher-income profile and values personalization. Consumers
from a higher income bracket are not as affected by price as consumers from a lower income bracket
and are more focused on quality, innovation, and features (Perreau). A query, created using Infegy,
found that 18% of all conversations involving Kate Spade have to do with the cost of their
merchandise. Of that number, 84% of the conversations were positive. Considering the optimistic
opinions of consumers regarding price, the brand can indeed increase their prices without concern for
feeling a negative backlash.
Retail: $395 Retail: $298 Retail: $198
(Infegy)

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12 | Megan Donovan
why will this work?
There are a number of reasons why Kate Spade and Company is the perfect designer for the
Yours Truly 3D printing campaign. The top three reasons are as follows:
1. Millennial Following- Millennials have roughly $200 billion in direct purchasing power
and about $500 billion more in indirect purchasing power via influencing their parents
(Gustafson). The brand that is able to capture the millennial consumer and their parent is
the brand that will be able to hold on to a lifelong consumer. During their spring ’15
advertising campaign, Kate Spade and Company did just that - using 93-year-old fashion
icon Iris Apfel alongside 22-year-old model Karlie Kloss to show consumers the
timelessness of the brand and that it can be worn at any age. Kate Spade and Company
already caters to the millennial consumer and has the ability to influence their parents,
too.
2. Trend right factor- 3D printing is a disruptive topic. What better way to introduce it at a
more affordable price range than with a designer that is known for having the most trend
right styles? As mentioned above, the millennial generation is a huge driving force in Kate
Spade and Company’s business. This consumer loves new and trend right styles, is tech
savvy, individualistic and environmentally conscious (Barton). These are all traits that 3D
printing can offer Kate Spade and Company. Being as disruptive of a topic as it is and the
personalization that comes along with it, millennials will quickly adapt to this new
technology and find that it is the way of their shopping future.
3. Testing the market- this will be an effective approach for Kate Spade and Company
because the campaign is focusing on small, more inexpensive pieces first, rather than
creating an entire handbag and clothing assortment to be designed with 3D printing.
Polymers to print the assortment presented are already available and are inexpensive in
comparison to the polymers that would be required to print leather goods and clothing.
Additionally, only a few 3D printers will be required to kick off this campaign.
The biggest issue surrounding a 3D printed assortment is the availability and the cost of
polymers. Fortunately, gold, silver and rose gold polymers are readily available and can be obtained
for a relatively inexpensive cost (Shapeways). The polymers can be bought from a number of vendors
including Shapeways, a company leading the way in 3D printing technology.
1. Price of polymers- while the current prices of polymers can seem a bit expensive, the price of
the polymers can only go down once 3D printing becomes more mainstream. Additionally,
many costs, such as shipping and production, will be foregone when using a 3D printer to
produce the assortment, which, as mentioned in the price analysis, will allow for a slight price
increase of 5%.
2. Ability to meet demand- a second lingering issue is the ability to keep up with demand at the
beginning of the campaign. With the novelty of 3D printing, it is hard to predict how quickly
the consumer will adapt to this technology. This issue will be addressed by having the
assortment ordered electronically - because the printing will not be done on-demand in stores
in the beginning of the campaign, there will be ample time to place orders of polymer as
needed.
merchandise problems to be addressed

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13 | Megan Donovan
customer profile and benchmarks
NAME
BRIANNA
ZOIE
MARIA
DEMOGRAPHIC
age 18-28
trendy
millennial
age 18-30
hipster
millennial
age 30-50
trendy
long-time customer
MOTIVATION
TO BUY
wants to personalize
her products
desire to be stand out
intrigued by 3D
sustainable printing
need to be unique
wants to personalize
her exsisting products
wants to be individual
• 5 orders each week per store from the in-store
electronic kiosk
1
• 5% increase in store traffic in the madison ave
location
2
• 10 orders placed on the 3D printer in the
madison ave location per week
3
• 10% increase in positive talk surrounding the
brand on the internet
4
• 10% increase in website traffic
5
KEY BENCHMARKS FOR YEAR 1

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14 | Megan Donovan
consumer experience
in-store electronic kiosks
To make it easy for shoppers to order the 3D printed
assortment, electronic kiosks equipped with iPads will
be placed strategically around every Kate Spade and
Company store in areas of heavy traffic and near
jewelry. The iPad will display each piece of the
assortment in all possible finishes and letter designs.
This provides shoppers with an easy selection process
that will induce higher sales. Shoppers can then place
orders directly from the kiosk and pay via the kiosk or
at store cash registers. Delivery will be made either to
the store from which the piece was ordered or directly
to the shopper’s home. These iPads will also connect
to a drop cam on the Madison Ave printer so
shoppers can watch the 3D printer in action.
madison ave in-store printer
There will be a 3D printer placed in Kate Spade and Company’s flagship
location on Madison Ave in New York City. This will provide a way for
shoppers to get a full 3D printing experience and have their items printed
on-demand. Having a 3D printer in the flagship location will create a lot of
buzz around the company and will be a way to entice both new and old
consumers. Shoppers can select the item, finish, and letter they desire and
have it printed before their eyes. A drop cam will be place on the printer so
shoppers can upload a video of their merchandise being printed directly to
their social media pages. Electronic kiosks will be located in this location as
well to aid in the purchasing process.

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15 | Megan Donovan
bibliography
Barton, C., Kaslow, L., & Beauchamp, C. (2014, January 15). How Millennials Are
Changing the Face of Marketing Forever. Retrieved September 27, 2015.
Cera, A. (2015, July 21). 3D Printing at Kohl's [Personal interview].
Dagirmanjian, J. (n.d.). The Future of 3D Printing and Sustainable Fashion. Retrieved
August 23, 2015.
Gustafson, K. (2015, February 18). Millennials redefine luxury—and the stakes are
high. Retrieved September 27, 2015.
Kate Spade & Company - Introduction. (n.d.). Retrieved August 17, 2015.
Kaye, D. (2014, July 3). Marketing to Millennials? Make It Personal and Customized.
Retrieved October 6, 2015.
Mau, D. (2013, July 13). How 3D Printing Could Change the Fashion Industry For
Better and For Worse. Retrieved June 23, 2015.
Perreau, F. (2013, November 28). Consumer Insights, Market Research, Consumer
Behavior & Neuromarketing. Retrieved October 6, 2015.
Rudolph, N. (2015, October 5). Manufacturing in 3D Printing [Personal interview].
Shapeways- 3D Printing Materials. (n.d.). Retrieved September 27, 2015.
Sweeney, K. (2015, July 9). 3D Printing in Kohl's Home Decor [Personal interview].
Wolfe, D. (2015, August 17). MAGIC Tradeshow- Wearable Technology [Personal
interview].