Kate Spade’s new global lifestyle brand looks to capture a younger customer with its Saturday label.
Featuring bright, colour-popping apparel, accessories, beauty and homeware, Kate Spade Saturday is set to appeal to the Instagram generation; consumers at ease with multichannel shopping, sharing purchases over social media and regularly refreshed online content.
“It’s meant to capture the spirit of Saturday every day of the week,” said Craig Leavitt, president of Kate Spade LLC, a division of Fifth & Pacific Inc, told WWD this week, as Kate Spade unveiled the concept behind its new lifestyle brand.
Launching online-only in the US and Japan, followed by a flagship in Tokyo’s Omotesando neighbourhood, from its very conception Kate Spade Saturday will hold e-commerce at the heart of its operations, with iPads placed in stores to enhance the consumer experience, and messaging on its web site refreshed every Saturday to highlight new products or store launches.
Priced around 50 per cent below Kate Spade New York, the Saturday label is aimed at a younger, 25-35 year old customer, and will not be sold in Kate Spade New York stores or department stores which already stock its older sister brand.
Speaking to WWD on the making of the Saturday concept, Leavitt said:
“This is really global. I think this girl exists all over the world. There’s a lot more commonality [with these younger customers] because of social media and the way they interact with each other.”
Kate Spade Saturday will launch online in Spring 2013.
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