When 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.