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Kate Spade Brand Strategy
Kate Spade began in 1993 when Kate Spade designed a simple yet functional handbag she had been seeking. Her designs featuring crisp colors and clever details were beloved by women. Over time, the brand established itself with classic silhouettes and graphic elements. In 2007, Kate and Andy sold the company and new leadership aimed to broaden the line while honoring Kate's legacy. The brand seeks to empower women to express their unique style with charm and rebellion. Recommendations are made to leverage the public personas of current Creative Director Deborah Lloyd and brand stylist Brad Goreski to build the brand story and connect more with customers.
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Kate Spade Brand Strategy
- 1. lauren sharp &sona martirosian nyu ms integrated marketing brand strategy
- 2. in 1993, katespade designed the utilitarian handbag she’d been craving for years but hadn’t been able to find. and so began a revolution in the accessories market. simple silhouettes sprang to life with crisp palettes and clever details, women and fashion editors alike fell for the designs. and the company grew (and grew, and grew). over time, core values were reinforced by classic shapes and modern graphic elements, establishing a visual shorthand for the brand recognizable the world over.
- 3. in 2007, afterkate and andy sold the company to liz claiborne, the reigns were turned over to deborah lloyd, formerly of banana republic and burberry, who took the helm as president and chief creative officer with an aim to broaden the line while honoring kate’s rich history. craig a. leavitt, of theory and ralph lauren, joined shortly thereafter as chief executive officer to realize the global potential of the brand and lead the development of all commercial aspects.
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- 5. kate spade newyork draws women into a world that's CULTURALLY CURIOUS, INTELLECTUALLY ALIVE, and GLOWING WITH IRRESISTIBLE ALLURE. there are stories to capture the IMAGINATION, and dramas to unfold. kate spade new york encourages women to star in their own lives. to BE COURAGEOUS. to INDULGE THEIR MANY PASSIONS. to tune out the noise of fashion fads and mediocrity in all its forms. kate spade new york is the brand that helps women express their own PERSONAL STYLE with INCANDESCENT CHARM and a DASH OF REBELLION. kate spade mission statement
- 6. kate spade newyork is: COURAGEOUS BOLD CHARMING CLEVER OPTIMISTIC PLAYFUL CHIC PASSIONATE SPIRITED CULTURALLY CURIOUS ASPIRATIONAL QUIRKY
- 7. attributes: • colorful • graphicprints • timeless • quality • multi-category lifestyle brand • unique • utilitarian (handbags) • fashionable benefits: • self expression • establishes a distinct personal style • easy- variety of product lines allows you to put together a look head to toe in a style you love • feel like you’re part of the brand’s culture…you are the “kate spade girl”
- 8. an exuberant approachto the everyday kate spade new york combines a playful, sophisticated personal style with high quality and long-lasting utility for the young professional fashionista.
- 9. the kate spadenew york girl
- 10. the kate spadenew york girl is:
- 11. she has wallpaperedthe rental apartment
- 12. she has sevendollars in change at the bottom of her bag
- 13. she believes inbold color, good shoes, her gold lame` pencil skirt and stripes
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- 21. strengths • strong brandimage • consistent message • clear understanding of their customer • breath of product lines weaknesses • no real heritage/brand story • association with lower performing brands through Fifth and Pacific can hurt brand image
- 22. black & white socialmedia presence industry trends dress for less
- 23. recommendations build kate spade’sbrand story around deborah lloyd and brad goreski • as brand stylist brad goreski works with kate spade creative director deborah loyd to style press events, fashion presentations, ad campaigns, and shoots for their website. •brad: before signing on with kate spade, brad rose to fame as rachel zoe’s assistant on her reality show the rachel zoe project and has since starred in his own reality spin off it’s a brad, brad world. brad has a strong social media presence with over 240K twitter followers. •deborah: before kate spade deborah was the creative director of banana republic for six years, and worked at burbarry prior to that. athough not known in the mainstream media, deborah is well respected in the fashion world •leverage brad goreski’s prominent public persona and deborah lloyd’s fashion expertise to create the face behind the playful yet sophisticated style of kate spade tactics • posts on the kate spade blog by brad and deborah • interviews with prominent fashion web sites • create content for kate spade social profiles • posts about kate spade on their social profiles • email campaign featuring messages from brad and deborah • guest appearances on fashion related programming like the Fashion Police on E!