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Posts Tagged ‘Kate Spade’

Kate Spade’s CMO: ‘The Customer Has a Voice and So Do We’

Kate Spade Window FinalWhen kate spade looked to expand beyond its handbag business five years ago, its team went on a brand-and-soul-searching exercise. As CMO and SVP Mary Beech noted, they already knew the demos for their target audience, but those weren’t enlightening enough. After an extensive brand audit, they arrived at their current positioning: kate spade inspires you to lead a more interesting life.

On Tuesday, Beech spoke at the Brite ‘14 Conference, hosted by Columbia Business School’s Center for Global Brand Leadership in New York. She discussed how kate spade’s voice reflects its customers’ lifestyles and how it’s been integrated into digital platforms, employees’ mindsets and in-store experiences.

Brand voice and guidelines: For kate spade, becoming more familiar with their consumers meant a 360 degree understanding of their preferences, such as books and hotels, as well as celebrating customers’ sense of humor. They now define the ideal customer’s personality as culturally curious, quick, playful, spirited and chic.

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Kate Spade Will Pull Its ‘Kony’ Handbags

kate spade konyWe felt like the tweeters overreacted a bit to the Kate Spade bag that appears to read “I Love Kony” this week, but the brand apparently disagrees: today they announced plans to pull all the existing bags from stores.

Group SJR, the Hill + Knowlton Strategies company that represents the brand, issued the following statement:

This bag was designed as a celebration of kate spade new york, using the abbreviation of our name, kate (spade) new york. We regret the interpretation of this tote’s design and apologize for any misunderstanding. We take customer feedback seriously and are actively working to withdraw these items from our stores and wholesale partners.

It was an unfortunate incident, but this move appears to be the best way to tamp down the unintentional controversy. Worst of all, Joseph Kony is still alive and well despite Invisible Children‘s best guerrilla marketing efforts.

Kate Spade Might Need to Rethink This Campaign

Kate Spade‘s newly designed bags are obviously supposed to read “I Heart Kate Spade New York” rather than “I Heart (Genocidal Guerilla Theocrat Dictator Joseph) Kony“, who was the subject of one of 2012′s most successful social media advocacy campaigns. Surely we remember #Kony2012, right?

He’s probably still too obscure to require any apologies from Kate Spade reps, and this isn’t the first time the brand has co-opted the played-out NY graphic. But this pic was all over Twitter last night, and we have to wonder how they missed the connection.

Can Fohr Card Help Link Fashion Brands with Top Bloggers?

Fohr Card Fashion publicists and bloggers take note: a new startup called Fohr Card promises to make the process of connecting your brand to the most relevant digital tastemakers a whole lot easier. The company, founded by a PR girl, a photographer and a fashion director, calls itself “the first verified fashion blogger directory” and serves as a sort of digital Rolodex for publicists who toil in the worlds of clothing, beauty and related photography.

How does it work? Well, the company began with a database of “statistics, detailed information and background” on about 1,000 prominent fashion bloggers like top Tumblr Eva Chen, Shine by Three and the amazingly titled How to Talk to Girls at Parties.

Each profile includes traffic stats and interaction data to let promoters know how popular a given writer is and how likely he/she is to engage with publicists (along with contact and pitching information). Oh yeah: bloggers must apply and be “vetted” if they want to join the list.

The platform could also help hungry brands promote themselves: partners include Kate Spade, Oscar de la Renta, Lucky Magazine and more.

We’re not incredibly familiar with the glam biz, so let us know: how valuable could this resource be? Would the model work in other industries as well?