KCD is expanding into new markets of athletics and sustainability. For athletics, KCD will partner with the US Open Tennis tournament and sponsor it. KCD will also facilitate a collaboration between Wilson and Givenchy to design an athleisure and tennis apparel line. Naomi Osaka and Coco Gauff will serve as brand ambassadors. For sustainability, KCD will launch a new division focused on building brands' corporate social responsibility. The division will focus on connecting with Gen Z consumers in the UK, who are influential spenders concerned with environmental and ethical issues. The UK is well-positioned through its Green Brexit agenda promoting environmental protections.

1. I N T R O D U C I N G
KCD BY: JACELYN ZHENG,
THALIE CHARLES-CAZEAU,
& ZAIDAT ANIMASHAUN

2. WHO WE
ARE?
• Founded in 1984 by Kezia Keeble, Paul
Cavaco, and John Duka, as a styling firm that
has become a global public relations firm.
• Currently we are run by our Co-Chairmen Ed
Filipowski and Julie Mannion, and seven
global partners.
• KCD has been at the forefront of the fashion
industry since its inception and is known as
a trend setter , and the maker of Kings in the
fashion industry.
• 4 Locations: New York, Los Angeles, London,
Paris

3. Getting
to Know us
•Kezia Keeble was married to Paul Cavaco,
divorced him and married John Duka
•They would go on to live next to each other in
connecting apartments
• Duka died from AIDS in 1989, Keeble died a
year later from Breast Cancer
•Leaving Paul to sell the company to Ed
Filipowski, Julie Mannion and Robert Meola

4. T O P
M O M E N T S

5. Stephen Sprouse’s first collection shown at the Ritz was
seen as a Trinity of art, fashion, and punk culture. The
presentation was radical and catapulted his career. He
became the most sought-after designer in the city. No other
designers were showing punk collections at the couture
level. The show blurred the lines between the past and
present of fashion and mixed high and low culture. Sprouse’s
vision came to define the look of New York in the 80’s.
COLLECTION AT
THE RIT
Z
S T E P H
S P R O U1984

6. VERSACE
COMES TO
AMERICA
In 1989 Gianna Versace hired KCD to
bring Versace to America. KCD was
asked by Gianni himself to produce
Versace's “ Rock and Rule" party at the
NY Armory at the apex of the
supermodel era. The event landed the
designer on the cover of Time Magazine
1989

7. The Met Gala has been deemed one of the most prominent and
exclusive social events in the world. KCD officially took over the
management of the Met Costume Institute's Red Carpet for the
Metropolitan Museum and Vogue in 2013. With KCD behind it the
event raised a whopping $9M that year alone. Since then the
contributions have only gotten higher and higher, the most recent
Gala in 2019 raised an astonishing $15M.
THE
MET GALA
SINCE 2013

8. VICTORIA'S
SECRET
GOES TO
PARIS
In 2016 KCD took the Angels Express to the
Paris to produce Victoria’s Secret first show
in France . The show took place at the Grand
Palais.
2016

9. Paul Cavaco worked with Madonna on her Sex book doing all of the styling.
Sex, while controversial became an object of modern cultural reference. It
remains the best selling coffee table book of all time. It was influenced by
punk rock fashion figures such as Guy Bourdin, Helmut Newton, and Robert
Mapplethorpe. It is considered a bold post-feminist work and has become
one of the most sought- after out of print books ever published.
MADONNA'S
SEX BOOK
OCTOBER 1992

10. X
NOVEMBER 2019
P U M A X B A L M A I N

11. KCD produced the 2019 Fashion awards. The British Fashion Council’s Fashion Awards recognize creativity and
innovation in fashion. They celebrate exceptional individuals globally over the last year.
F A S H I O N
A W A R D S
DECEMBER 2019

12. LITTLE KNOWN FACTS
KCD made the conscious decision to become a designer niche
company. They decided to focus on being the best at P.R. and
special events. This alone distinguishes them from their
competitors.
KCD does not work with new designers. They believe that
oftentimes the juoenovershadows the actual talent which
leads to very short-lives careers.
The current company partners institutionalized the back of
the House fashion dress code at fashion shows and events. If
you’ve ever wondered why everyone is dressed in head to toe
black, now you know that KCD did it first.
Gianni Versace himself said that “ the name of public relations
doesn’t fit them. We need a new word to define this work.”

13. Media Services
Fashion Shows and Event
Production
Fashion Services
Entertainment and Technology
K
C
D
Consulting
These six divisions are further
broken down into different
services
We have six divisions
WHAT WE DO
Digital

14. • Brand and Product Positioning
• Global Media Strategies
• New Designer introduction
• Re-launches of established
brands
• Project Definition and Development
• Creative concepts and Design
Direction
• Site Research, Design, and
Management
• Technical Production Development
and Management
MEDIASERVICES
FASHIONSHOWAND
EVENTPRODUCTION

15. • Show Development and
Management with Clients
• Cultivate New Production
Opportunities
• Documentation of Clothing and
Accessories Process
• Choreograph and Direct Show
FASHION
SERVICES
DIGITAL
• Digital PR
• Social Media Execution and
Community Management
• Influencer Strategy and Relations
• Brand Content Creation

16. • Fashion Integration
• Project Conceptualization
and Strategy
• Brand Attachment
• Creative Development
• Ideation and Conceptualization
• Trend Identifications
• Providing and Sourcing Experts
and Creative Talent
• Fashion Show and Event
Strategy
ENTERTAINMENT &
TECHNOLOGY
CONSULTATION

17. Leaders’ problem in 2015
How do we take our employees and agency into the future and
take ourselves toward our retirement years?
Merge? Sell? Or …
Employee Stock Ownership Program (ESOP)
• A unique tax-qualified retirement benefit plan designed to
motivate employees through equity or stock ownership
funded by the company, rather than in publicly traded
companies and mutual funds since 2016
• No cost for employees to join
• Companies fund plans through tax benefits
THE ONLY FASHION
SERVICES AGENCY TO
BE OWNED BY ITS
EMPLOYEES

18. IMG
Sports, Fashion, Events, and Media
Jennifer Bett Communication
JBC represents fast-growing, venture-
backed start-ups and uniquely competitive
brands
PR Consulting
Fashion, Hospitality, Lifestyle, Retail, Home
Design
BPCM
Global Creative Communications Agency
Luxury, Fashion, Beauty, Sustainability,
Travel, Wine & Spirits, Hospitality, and Wellness.
C O M P E T I T O R S
Karla Otto
Fashion, Luxury, Lifestyle, Art, Design,
Beauty, Charitable Organizations

19. E MASTERED THE ART OF STORYTELLING,
NOW WE WANT TO ENHANCE
THE NARRATIVE.

20. WHERE WE WANT TO GO

21. KCD has conquered the fashion industry and is now at a
place where it can expand. While evaluating our services
and competitiors what the company is missing became
clear. Venturing into athletics and sustainability are the
next logical steps.
UNTAPPED MARKETS
Athletics Sustainability

22. TENNIS,
BUT WHY?
Tennis is stylish and fashionable. It has been raising the stakes when it
comes fashion year after year. Players are taking the time to make
statements both off and on the court. Powerhouse, 23-time grand
slam winner, the best female tennis player of all time, Serena
Williams, is proof of this. She's known for her fashion forward outfit
choices, whether it's a sleek assymetrical bodysuit with a tutu, and
sparkly sneakers or a full catsuit, she doesn't hold back.
Tennis has a reported 17.9 million players. It is the 4th most popular
sport in the world with a fan base of 1 billion people. While
basketball, football, and baseball are at the forefront of American
sports over 14 million Americans have reported having an interest in
Tennis. The sport is growing in popularity and is loaded with emerging
talent.

23. Roger Federer has signed a 10 year contract with Uniqlo because
he believes that the brand reflects his personal, classic style. He
wants to bring back simplicity and craftsmenship to tennis
fashion.
There have been major fashion moments made in the last
couple of years on the court, from collaborations to new
launches. Tennis as a sport is no longer just about functionality.
It’s a performance and the players are coming dressed to
impress.
TENNIS, BUT
WHY?

25. KCD
SPONSORS
U.S OPEN
Tennis is the most successful gender-neutral sport ever, in terms of its
athletes and its fan base. Working with the U.S Open would be an
excellent way to reflect KCD's commitment to Diversity and Inclusion.
It would also connect KCD with potential clients.
1.2M
The U.S Open is an institution, well known
worldwide. It is energetic and exciting and is
bursting with life. It's an attraction that people
gravitate to. Just this year the open garnered it's
biggest television audience in four years with
1,265,000 viewers. That's not including the 23k +
watching live at the Arthur Ashe Stadium.

26. Givenchy is a London based company that has won
numerous awards and is known for being on the
cutting edge. The brand is a favorite of the royal
family who are staunch advocates for sustainability
which is a direction that KCD will be attempting to
break into.

27. Wilson has been a U.S Open partner for the past 40 years. Every point at every match
has been scored with a Wilson tennis ball. It has become a staple within the sport.
Givench is a fashion juggernaut that has yet to collobarate with the world of athletiics.
We believe that these two brands could be a perfect match.
The pair would collaborate and design an athleisure line and Tennis apparel as well
as various tennis accessories.
• Rackets
• Racket sleeves
• Tennis balls
• Socks
• Sweat bands
• Hats
• Towels
• Water bottles
WILSON X GIVENCHY
• Tanks and Tees
• Tennis skirts
• Shorts
• Warm-up suits
• Sports bras
• Tennis
sneakers
AccessoriesApparel

28. BRAND
AMBASSADORS
Naomi Osaka is a 22-year old Japanese tennis
professional. She is currently the reigning champion in
women’s singles at the Australian Open. She has been
ranked No. 1 by the women’s Tennis Association and is
the first Asian player to hold a top ranking in singles.
Cori “coco” Gauff, at 15, is the youngest tennis player to
ever be ranked in the top 100 by the women’s tennis
association. At N0. 68 in the world she is tennis’ latest
phenomenon.
Both of these women embody what we believe the
importance of tennis is. They are taking the sport by
storm and paving a way for younger generations to
follow in their footsteps just as the icons before them
did for them.

29. SUSTAIN
ABILITY
The fashion industry is known for being excessively wasteful but in recent years consumers have become more
aware of the enviornmental impact that the clothes they are wearing have. Brands are feeling the pressure of these
demands and are attempting to make changes. However many are unaware of how to proceed. Which is why we
propose that KCD launches a new Sustainability division focused on building a brand's CSR.
D I V I S I O N S
K
C

30. • T h e w o r l d ' s t h i r d m o s t p o l l u t i n g i n d u s t r y
• Wa s t e c o m e s f r o m t h e p r o d u c t i o n s t a g e
A n d c o n s u m e r s t a g e
• Te x t i l e p r o d u c t i o n i s a M A J O R c o n t r i b u t o r
t o C l i m a t e c h a n g e , p r o d u c i n g 1 . 2 b i l l i o n
t o n s o f C O 2
• 3 0 0 , 0 0 0 t o n s o f c l o t h i n g e n d u p i n
l a n d f i l l s o r i n c i n e r a t e d
• I n t h e U K 1 . 1 3 t o n s o f c l o t h i n g w e r e
p u r c h a s e d , a n i n c r e a s e o f 2 0 0 , 0 0 0 s i n c e
2 0 1 2
• Wo r l d w i d e w e a r e n o t u s i n g o u r c l o t h e s
f o r a s l o n g a s w e s h o u l d a n d a r e r e p l a c i n g
t h e m a t a r a p i d r a t e
SUSTAINABILITY
IN FASHION

31. HOW WE FIX THE PROBLEM
• Connecting with Generation Z
consumers
• People ages 4-24 are NOT
purchasing from companies that
are unethical
• They have an esitamted purchasing
power of 143 Billion dollars
• 75% spend more than half of the
money
Made available to them every month
• By 2020 they will make up 40% of
Consumer purchases
• They believe in saving the
enviornment
And back that belief with their
spending
• Tapping into the value of the
ethical market,
that grew almost 20% in 2018
• We will be starting this
campaign in the UK
Instead of the United States
becasue
• The US is removing
enviornmental sanctions at
an alarming rate
• The UK has already
begun a " Green Brexit"

32. Green Brexit:
T h e U K i s w o r k i n g t o
r e fo r m a g r i c u l t u r e ,
f i s h e r i e s , a n d
e n v i r o n m e n t a l p r o t e c t i o n s
• 10 Goals of Green Brexit:
• Clean Air
• Clean and Plentiful Water
• Thriving plants and water
• Reduced risk from enviornmental hazards
such as flooding and drought
• Using natural resources more sustainably
and efficiently
• Enhance beauty, heritage, and engagement,
with the natural environment
• Mitigating and Adapting to climate change
• Minimizing Waste
• Managing exposures to chemicals
• Enahncing biosecurity

33. • F o c u s e d o n f o u r d e m a n d s
• Wa n t s t h e g o v e r n m e n t t o d e c l a r e a
c l i m a t e e m e r g e n c y a n d i m p l e m e n t a
G r e e n N e w D e a l t o a c h i e v e c l i m a t e
j u s t i c e
• T h e n a t i o n a l c u r r i c u l u m t o b e r e f o r m e d
t o a d d r e s s t h e e c o l o g i c a l c r i s i s a s a n
e d u c a t i o n a l p r i o r i t y
• F o r t h e g o v e r n m e n t t o c o m m u n i c a t e t h e
s e v e r i t y o f t h e e c o l o g i c a l c r i s i s a n d t h e
n e c e s s i t y t o a c t n o w t o t h e g e n e r a l
p u b l i c
• T h e g o v e r n m e n t r e c o g n i s e s t h a t y o u n g
p e o p l e h a v e t h e b i g g e s t s t a k e i n t h e
f u t u r e , b y i n c o r p o r a t i n g y o u t h v i e w s i n t o
p o l i c y m a k i n g a n d b r i n g i n g t h e v o t i n g
a g e d o w n t o 1 6 .
UK STUDENT
CLIMATE NETWORK

34. • Diveristy is defined as “the mix, simply a measure
of difference”
• Inclusion is“a climate in which diverse individuals
come together to form a collective whole, enabling
and empowering individuals to make contributions
consistent with their beliefs and backgrounds.”
Diversity and Inclusion ARE the future of fashion
DIVERSITY
&
INCLUSION

35. •We want to offer a framework to brands
that want to weave diversity and
inclusivity organically into the fabric of
their company
•We would like to work with Balmain, Pyer
Moss, Fenty, and Henning
•All brands that have started to begin
to push D+I, while also staying true to
themselves and their customers
• The plus size industry is worth 20
Billion Dollars
• The minority community is worth 3.9
Trillion dollars
• If we don't serve them they will take
their money elsewhere

36. As the fashion industry moves forward, KCD strives
to continue to be a leader with our various service
offerings. With the introduction of the Givenchy x
Wilson collaboration and our commitment to
Sustainability, Diversity, Inclusion, and Equity we
know we are on the right path.
MOVING
FORWARD

37. IF A TITAN OF THE INDUSTRY CHANGES ITS
DIRECTION,
EVERYONE WILL FOLLOW
THEM.

38. Questions