Sister label of Kate Spade New York opens a 2,420-square-foot flagship store in the fashionable Omotesando district of Tokyo this Saturday, as reported by WWD.com.
The store will be Kate Spade Saturday’s first freestanding store and is the first of several other sites set to open in Japan over the next few weeks.
The Japanese market is Kate Spade’s second largest market, surpassed only by the United States. Speaking to WWD on the decision to open the brand’s first physical store in Japan, Kyle Andrews, senior vice president and brand director said:
“It’s sending a signal about who we want to be. We want to be known to be forward. We want people to get excited about it. The Japanese are known for being very forward and kind of modern in their tastes.”
Just as Kate Spade was one of the first fashion brands to utilise Instagram in its online marketing, Kate Spade Saturday focuses heavily on marketing their brand through e-commerce, to better reach the generation well acquainted with social and online media. The brand has already announced its launch in the US this spring will be through e-commerce, followed by an e-commerce launching in Brazil in the autumn.
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