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BRAND BUILDERS: Kate Spade New York is joining forces with the Council of Fashion Designers of America/Vogue Fashion Fund to provide brand development mentoring to five CVFF designers over a three-month period. As part of the deal, Kate Spade will produce creative and purchase media space for a full-page ad in the September 2013 issue of Vogue for a CVFF designer alumni who best demonstrates the ability to develop their brand as a “creative and unique entity.”
All submissions will be reviewed by a committee that includes CFDA chief executive officer Steven Kolb, president and creative director of Kate Spade New York Deborah Lloyd, Vogue’s Mark Holgate, KCD president of media relations Ed Filipowski, Laird & Partners president and executive creative director Trey Laird and photographer Sebastian Kim.
Brand development seminars will include building “brand guardrails” and creating a brand book, as well as creating an impactful advertising campaign and developing an effective social media strategy. The partnership will also touch on marketing and public relations strategies geared towards outreach, as well as effective near-term brand development.
“Our mission is to take these designers who have already proven their creativity as finalists in the CFDA/Vogue Fashion Fund, and help them build their brands to the next level from a marketing perspective. We want to give them an opportunity to have an entire creative and marketing department behind them to help develop and execute their brand vision on a grand scale in the highest caliber of magazine — Vogue,” said Lloyd.