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 Samsungs BlackJack mobile phone national
advertising campaign
- Consultant for Piperlime.com, Gap, Incs shoes and
handbags
Visual Strategy

Logo
- Crossing Letters: reference to Louis Vuittons 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 Zoes elements which form her as a character.
- Rachel Zoe has created her own lexicon within her team:

Thats Bananas
Hero Dress
I Die
Youre 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 Zoes 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
Styling
The Rachel Zoe Influence:

Zoes influence on her clients weight has been questioned continuously.

Zoes Reply I dont think its fair to say that Im responsible because Im a thin person, that
because Im influencing their style Im influencing what they eat. There was this crazy
rumour that I was getting diet pills from Mexico and distributing them. I was like Okay Ive
never even tried cocaine. I dont do drugs - Im too much of a control freak.
 The Zoe Report Social Zoe
Website
Behind Clothed Doors

Advertising
Hautelooks

Zoe Report
Possibility 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 Zoes 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 ber-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 eBays
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 Line
Full-range clothing line that wont break the bank.

It will be absolutely, 100% accessible fashion for sure for everybody. Theres no
reason for me to do a luxury-level design. Thats not who I am. I dont think its what
people want from me. I think that I would need to give people that fantasy becoming
a reality. Thats 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 Show
The Rachel Zoe Project

A 30 minute life-documentary of the stylists 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 doesnt 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 Media vs. Positive Media:
While tabloids attack Rachel Zoe, she defeats herself back with other types of press.

Example:

- Tabloid: Rachel Zoes Anorexia - v.s.- Fashion Press: Rachel from size 0-8

Negative Positive
Press Press
vs.
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 Hollywoods 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

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

Gok Wan
- British Chinese
- Fashion Stylist, author and television presenter
- Known for How to Look Good naked (F.Show), Goks Fashion fix (Series)
- Styles: Bryan Ferry, All Saints
- Magazines: Marie-Claire, Cosmopolitan, Tatler, Glamour
Key Differences to Competitors

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, Levis, 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: LOreal, Pepsi, Hugo Boss
- Magazines: V magazine, ID, Rolling Stone
- Fashion Shows.

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.
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.
 Thank you for your
kind attention

By: Barbara Van Stigt, Olivia Llagostera,

Maria Eugenia Errobidarte