Kate Spade to Add New “Younger” Brand Next Spring

New York—Wouldn’t it be great if every day were Saturday? Sleeping late, hanging with pals, casual dressing? Well, kate spade new york plans to introduce a new brand next spring that will channel the spirit of Saturday seven days a week.

To be called Kate Spade Saturday, the multi-category brand will offer apparel (including dresses, jackets, denim, t-shirts, sweaters, and swimwear) and accessories (including handbags, small leathergoods, jewelry, watches, footwear, eyewear, and tech accessories), as well as beauty, tabletop, and home decor items.

“Kate Spade Saturday will use simple straightforward shapes, and go-anywhere silhouettes featuring bold colors, strong prints, and honest materials like crisp cotton, canvas, and natural vachetta,” the company said.

Average retails for are expected to be as follows: apparel ($90), eyewear ($55), fashion accessories ($40), handbags ($130), home ($25), jewelry ($30), shoes ($85), small goods ($45), swim ($50), tech ($30), and watches ($50).

“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. Kate Spade Saturday is born from the core values of kate spade new york, but is realized in a new and exciting way for this younger customer,” said Craig Leavitt, kate spade new york’s CEO.

Although the brand will retail for about 50% less than kate spade new york collection, Leavitt said Saturday isn’t mean to be a diffusion line.

Kate Spade Saturday is planned to launch in Japan in February 2013 through e-commerce at www.saturday.jp and a flagship store in Tokyo. The brand is expected to launch exclusively online at www.saturday.com in the United States in Spring 2013. A selection of product from the Spring 2013 launch collection will be sold on fab.com prior to the U.S. launch. Kate Spade Saturday is expected to arrive in Brazil through e-commerce and stores in early Fall 2013.

By launching online, Kate Spade Saturday seeks to echo the in-store feeling of shopping in community by maximizing social media. Product-focused editorial content will be integrated throughout the site and fans’ tweets and images will appear online contributing to the Saturday experience.

For its retail spaces, Kate Spade Saturday has worked with WORK Architecture Company to design a store concept that celebrates the social side of shopping while creating a simple and seamless grab-and-go experience. iPads will be strategically stationed throughout the shop, featuring marketing messages, blog content, campaign videos, and user-generated images.

To keep customers engaged, new product will be available both online and in store every Saturday. As a special nod to the brand’s American roots, flagship stores will each house a cafe featuring rotating American food vendors. New York City pretzel shop Sigmund’s Pretzels has signed on to partner with Kate Spade Saturday for the flagship in Tokyo.

 

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