3. Brand History
Founded in 1993 by Kate
Brosnahan and Husband Andy
Spade
Started by just making
accessories
First Store Opened in 1996 in
SoHo
Acquired by Liz Claiborne Inc. in
2006
Now includes clothing, jewelry,
shoes, beauty, perfume,
stationary, and home decor
10. CategoryAnalysis
Luxury Accessories
Size:
Sold in 400+ store locations internationally
General Health:
Economically Stable
Rationality/Seasonality:
Luxury lines debuted seasonally
Distribution
80+ boutiques in the United States
100+ boutiques in foreign markets
Sold in department stores such as Nordstrom, Bloomingdale’s, Lord & Taylor,
and Neiman Marcus
12. Strengths
Strong brand identity
Distinct products that bring recognition to
the brand
Strong and diverse social media presence
Unique marketing techniques
Strong brand loyalty
Multiple retailers
Website is easy to navigate and shop
14. Opportunities
Build awareness within the target
audience
Expand production
More retail locations
Reconnect with loyal customers
Capitalize on the 20th anniversary
16. Competitive Set
Primary:
Secondary:
From a Broad Context:
Competitors are other luxury accessory brands that offer classic
leather handbags, wallets, and both trendy and timeless jewelry
pieces. Customers tend to be those with a disposable income
and an affinity for expensive accessories.
18. Primary Audience: Blair
Women 18-30
Trend conscious and
fashion obsessed
Primarily single, more
independent
College educated
Young, urban, professionals
Predominantly Caucasian,
but not exclusively
Financially stable with a
disposable income
Adventurous at heart, but
like to appear neat and
polished
19. Secondary Audience: Carole
Women 30-60
Nostalgic for classic
accessories
Married with children
College educated, still
maintaining a
professional career
Living in suburban areas
outside of large cities
Aware of current trends
but may not follow them
Financially stable with a
large disposable income
23. Overall Concerns
Straying from classic
accessories identity
Exploring new “low – end”
markets
Trying to be all things to all
people
Not capitalizing on customer
loyalty
24. Positioning Statement
Kate Spade is an internationally
recognized luxury brand predominantly
geared towards young professionals
who have an affinity for classic and
timeless accessories with a modern
twist
25. Communications
Current Strategy Recommended Strategy
Focused on online Keep online presence as
presence but research is
shows that most people Integrate print ads with
associate with the print online presence
ads
26. Product Identity
Current Strategy Recommended Strategy
Trying to be all things to Shift the focus of
all people marketing back to
Have stationary, home, accessories
clothing, jewelry, in Use the 20thanniversary
addition to accessories to do so
People associate the Accessories are the
brand with accessories gateway to the rest of
the brand
27. Brand Identity
Current Issue Recommended Strategy
Losing sight of target Use 20thAnniversary as
audience a launch point for a
Not capitalizing on “classic” kate spade
customer loyalty accessories line
Cheapening of brand Keep “low-end” line but
only for home,
stationery, wallets, and
jewelry – not handbag
Jordan – put in color and change “surveyors” to respondents
Ameara
Julia
***premature expansion
Ameara
Julia
Julia
Julia
Katie
Katie
Eleana
Eleana
Eleana
Katie
Julia
Katie
AmearaWe as a team believe that if kate spade utilizes these recommended shifts in strategy they will be able to gain a larger share of the luxury accessory market. As Jordan mentioned earlier, kate spade is a lifestyle that is introduced to customers through their first handbag purchase. With our recommendations, kate spade would be able to position themselves as a brand that deserves a customer’s loyalty. We now welcome any questions or concerns you may have. Thank you for your time and consideration!
