Kate Spade Brand Project 5 - Recommendations

Kate Spade Recommendations - Brand Project #5 (Extra Credit)

By - Marissa Delle Donne, Amanda Lauro & Sia Vlahos

Marketing: Kate Spade Social Media Collaboration/Campaign x Celebrity/Influencer

• Competitors and other brands, like Michael Kors, are producing social media content with people who appear to be celebrities and influencers. Michael Kors recently launched their interactive, fun, and video originated social media campaign with Bella Hadid. This consisted of videos on the Instagram Story and pictures on their Instagram feed as posts. Kate Spade can collaborate with a celebrity that fits their brand, products, and create a fun, joyful, and colorfulcampaign.

Awareness: Continue Helping Mental Health Charities with Store & Online Promotions

• With the death of CEO Kate Spade this past June, the brand has evolved and donated over $1 million to a variety of mental health charities. Getting the customer and employees involved is a great way to have their audience feel a part of the change, and the donations themselves. When purchasing from Kate Spade, the idea is to be confident and joyful, so if the audience got more involved, their mission statement would then be reinforced more physically. World Prevention Suicide Day is September 10th each year, and World Mental Health Day is October 10th each year. We feel on these two days, and can even be extended for those particular weeks, a percentage of a customers’ purchase, in-store or online, should go towards mental health and suicide related charities. The customers and employees will feel a part of the change by making a donation themselves, and they will be reinforced that they are purchasing from a loyal, trustworthy, and established brand. Lots of press picked up the new about their large and generous donation recently, so this would then get the media involved as well as their customers and employees - those who know and represent the brand.

Expansion: Kate Spade Bridal x The Knot Magazine

• Kate Spade has their own bridal shop on their website. It consists of accessories, nightgowns, and some sneakers. Expanding their designs and creating wedding dresses can suit their brand very well. Their motive and mission statement includes being confident and living a happy and well-styled life. Weddings are about joy and cheer, connecting back to what Kate Spade stands for. Having a line of formal wedding dresses, of all different styles, can expand their market, making more of an indent in the bridal realm. We feel that there can be an announcement on The Knot’s digital and print magazine and advertisements across the country. The Knot is owned by XO Group, being one of the most well known wedding and bridal magazines in the country. This would be great exposure, and even allow them to be in Bridal Market Week and include their wedding dress designs in their fashion shows.