Case Study Week 5 Case Study Info Outlined

Case Study Week 5

Case Study Info • • Outlined in Chapter 5 of text (pages 77 -90) Videos (below and in Module 5 Agenda) Articles (below and in Agenda) Questions in Word Doc (like last two) found in Module 5

Vera Wang • Vera Wang was born on June 27, 1949 to affluent family in NYC • Originally had goal of becoming an Olympic Figure skater, but didn’t make the team so pursued other opportunities – Skating is what sparked her interest in fashion • Went to Sarah Lawrence College and pursued fashion/design instead

Fashion Beginnings • At age 21 was hired as a rover (temporary assistant) at Vogue and was a glorified gofer • At age 23 Vera became Vogue’s youngest ever Editor – Senior editor and design director of accessories • Left Vogue after 16 years and used networking skills/contacts to land Design Director job at Ralph Lauren – Director of accessories; discovered her interest in mass fashion design

Vera Wang, the Brand • Elaborate lifestyle brand • Includes: – Wedding/Bridesmaids gowns – Lingerie – China/Stemware – Flatware/Barware – Home Décor – Fine Paper Products – Fragrances

The Vera Wang Brand Image • Elegance, no matter what – Sophistication, Simplicity, Perfection • Integrity in design

Business Timeline • • • 1989>> 1990>> 2005>> 2007>> 2011>>

1989, When it All Began • Unable to find wedding gown to her liking, so designed her own more reflective of contemporary and modern styles

1990 forward • Opened luxury salon at Carlyle Hotel in NYC with featured line of luxury wedding gowns. Began introducing gowns at “good, better, best” price ranges. Eventually Vera Wang=epitome of wedding fashion. • Began dressing celebs for their weddings and red carpet • Also designed figure skating costumes for known skaters like Nancy Kerrigan and Michelle Kwan. Including the costume Nancy Kerrigan wore for her 1994 Olympic win.

Start the Licensing • To further the business: clients began asking Vera to plan weddings and recommend certain accoutrements, thus Vera began designing hard lines (non-clothing) that became licensed businesses. Including china & crystal licensed by Waterford; silver plates & glasses licensed by Syratech; and fragrances through an exclusive licensing deal with Coty. • These items, especially fragrances allowed customers to have a piece of the high end Vera Wang line without spending a ton of money

Nancy Kerrigan, 1994 Winter Olympics

Sheer Veil Princess Vera Wang for Men

2005 • Bergdorf Goodman installed 3 rd floor Vera Wang Salon at 5 th Ave Flagship store; Vera launched line of fine jewelry and luxe lingerie that amounted to $300 mill retail dollars (a bit of a test for the feasibility of appealing to mass market) • CFDA named Vera Wang Womenswear Designer of the Year

2007 • Simply Vera product line introduced at Kohl’s stores across the U. S. (749 total). At very moderate price ranges, the line offered sportswear, , intimate apparel, handbags, leather accessories, jewelry, footwear, bed linens, and towels. The Simply Vera product line has since gone global.

2011 • Launched White Collection for David’s Bridal, allowing brides in the mass market price range to afford a Vera Wang gown.

Vera Wang: Empress of Fashion • Vera Wang has quite literally built an empire through building her brand image – She started with a simple idea of designing wedding gowns – Took opportunities as they arose, such as licensing products and expanding to broader markets – Maintained sense of integrity in design and brand image with each new venture or licensing agreement

Articles • • • Vera Wang Fashion Biography. com>>Vera Wang BOF Lifetime Bio Success Story Vera Wang Bio

Videos • Behind the Label: Vera Wang • NY Times Interview: Vera Wang • Running a Fashion Business

Weekly Attendance Questions • What factors do you believe has made Vera Wang so successful? • What has her personal career path taught you? What are your hopes for your own career path? • What brand you are thinking of researching and analyzing for your mid-term case study? Must Participate by SUNDAY FEB. 12 th at 11: 59 pm!

Case Study Assignment • Found as downloadable Word. Doc via Module 5 • Fill in the Questions and • In your own words, summarize the Vera Wang brand. How is the Vera Wang brand different than the previous two case studies (Ralph Lauren and D&G) • Upload via Canvas by SUNDAY, Feb. 12 th at 11: 59 pm!