Kate Spade
Jessica TiernanRetailing 3:50 pmProfessor Piazza
Outline
• Company Overview• Competitors• Top Items• Analysis• Recommendation
A Company Overview
Who is Kate Spade?
• Affordable luxury lifestyle brand
• New York Based• Best known for
handbags
Product Offering
Target Market
“For the young and young at heart”
History
• Kate Brosnahan Spade• Started in 1993• Began with six silhouettes• Jack Spade created in 1999• In 2007, became part of Fifth and Pacific
Companies Inc.
Current EndeavorsBrad Goreskihttp://nymag.com/thecut/2012/01/see-brad-goreskis-pink-centric-kate-spade-video.html
Social Media
• Strong presence• Large following via Twitter, Tumblr, Instagram,
blogging, and videos• Ranked #2 in L2’s digital advisory IQ index• E-commerce experienced triple growth
Analysis
• Price range $258.00-$498.00• Many vibrant colors• Wide use of leather• Both classic and trendy silhouettes
Competitors
Michael Kors
• 1991: Womenswear line• 1997: readywear designer for
Celine• 2003: left Celine to focus on his
own brand• 2002: Menswear collection
launched• 2004: KORS and MICHEAL
Collection
Analysis
• Sophistication at an affordable price• Range: $228.00-$348.00• Array of neutrals and trendy colors• Small logo• Bestsellers from “Jet Set Collection”
Tory Burch
• Launched in 2004• Practices maxi-malism
rather than minimalism• Well known for signature
“T logo”• 2007: waitlist to purchase
her apparel• Endorsed by Oprah Winfrey• Frequently seen on
celebrities and the popular gossip girl
Analysis
• Modern but practical for everyday use• Range $175.00-$365.00• Large, distinctive logo• Vibrant colors and materials
Coach
• 1941: started by family of artisans
• 1960s: became the go-to brand for classic,
quality leather goods
• 1962-1974: revolutionized product design and
product offering
• 1970s: embarked on mail-ordering business
• 1985: sold to Sara Lee Corporation for $5 million
• Recent collaborations with Tony Duquette and
Anna Sui
Analysis
• Rich brand history• Best sellers from “Legacy collection”• New York Pride- “Madison Collection” and
“Hamptons Collection”• Wide selection of colors- both neutral and
trendy color stories• Range $198.00-$398.00
Recommendation
• Offer more neutrals for specific styles• Use trendier color palette• Add sophisticated tote bag to collection• Put less items on sale• Market trendier items with more exclusivity
Thank you!
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