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Creative Personal Branding RACHEL ZOE By: Barbara Van Stigt, Olivia Llagostera, Maria Eugenia Errobidarte

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Creative Personal Branding

RACHEL ZOE

By: 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

StylingThe 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.”

WebsiteThe Zoe Report Social Zoe

Behind Clothed Doors

AdvertisingHautelooks

Zoe ReportPossibility 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”.

Collaborations

Collaborations

-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.com

Hosted an event at decadestwo in LA: footage from the evening was shown in her reality series.

- Served as the face of Samsung`s stylish BlackJack national ad campaign.

- She is a contributing editor and consultant for Piperlime.com, Gap Inc.`s online shoe and handbag destination

- Rachel Zoe for QVC will include jewelry, scarves, sunglasses, and faux fur items

The Clothing LineFull-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 that's equal parts Blanche Devereaux and Nicole Richie.

The line will potentially be called, "I Die."

TV ShowThe 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 Press

Positive Press

vs.

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 0-8

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 Competitors

Gok 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

Nicole 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 look

Jeff 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 Frost

Key Differences to Competitors

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.

Stacy 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, Swatch

GK Reid- American Fashion Stylist.- Styled Lady Gaga, Anne Hathaway, Katie Holmes, Eva Mendes, Julianne Moore, Lindsay Lohan, Britney Spears, David Bowie, Puff Daddy... - Styled AD Campaigns: L’Oreal, Pepsi, Hugo Boss- Magazines: V magazine, ID, Rolling Stone- Fashion Shows.

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.