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

2. 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

3. 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”

4. 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

5. 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

6. Styling
The 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.”

7. 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”.

8. 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”.

9. 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

10. The Clothing Line
Full-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."

11. TV Show
The 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)

12. 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.”

13. Media
Promotional Press
Focuses on selling R. Zoe as:
- A stylist
- Designer
- Author

14. Media
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
Negative Positive
Press Press
vs.

15. Media
Piggy-Backing Press
Designers and Celebrities are commonly seen in
magazines with Rachel Zoe.

16. 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

17. 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), Gok’s Fashion fix (Series)
- Styles: Bryan Ferry, All Saints
- Magazines: Marie-Claire, Cosmopolitan, Tatler, Glamour

18. 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, 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.
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.

19. 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

20. 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.