Global â€“ Kate Spade New York has rolled out a new global lifestyle name for its younger, digital-savvy customers.
Called Kate Spade Saturday, the brand offers a versatile and multi-functional look and feel with its apparel, accessories, beauty, tabletop and home dĂ©cor items.
Kate Spade Saturday will launch in Japan in February 2013 through an online website and a flagship store in Tokyo. It will also launch in the U.S. via a website in Spring 2013 before establishing an online site and stores in Brazil in early Fall 2013.
Working with digital agency Huge Inc, the online sites will allow product-focused editorial content to be featured. Fans will also be encouraged to contribute tweets and images to add to the online experience.
Its retail stores will also have a unique concept that aims to combine social activities and the grab-and-go experience. iPads will be placed around the stores to feature marketing messages, blog content, campaign videos and user-generated images.
New products will be launched both online and in store every Saturday to keep consumers engaged.
Pretzel shop Sigmund’s Pretzels will also partner with the brand for its flagship store in Tokyo.
“Through ongoing research, we saw an opportunity in the market to engage a new customer base – one that aspires to be a part of the Kate Spade New York brand,” Craig Leavitt, CEO of Kate Spade New York, said.
The new brand, he said, is born from the core values of Kate Spade New York but is realised “in a new and exciting way” for younger customers.