Kate Spade – A brand’s voice
In the wake of the tragic loss of entrepreneur and fashion designer Kate Spade, we look into her marketing strategies. Managing to build a brand worth billions of dollars is a feat that not many accomplish. Let’s learn a little bit about the history.
Kate Spade History
Kate Spade was, in 1993 an accessory editor for Mademoiselle. The magazine ran from 1935 until 2001, and was labelled as “A women’s magazine that treated its readers like they had brains, hearts, and style“. Kate spade set out to design the perfect handbag. Her first target was the upper middle class. In 1996 she opened her first store in New York City. In 1999 Neiman Marcus bought the 56% share of the company for $34 Million, and fast forward a few years, Tapestry Inc. (Coach) bought the company in 2017 for $3.4 Billion Dollars.
Now that we cleared the history and the growth of the empire, even though Kate Spade herself sold all her shares by 2006, we will be taking a look at their marketing.
Kate Spade Marketing
Kate Spade focused on the brand’s voice. And to make sure this voice was heard there was two sides to look at: The Message and the Delivery. Their message was based on clarity. Their promise was “We inspire women to lead a more interesting life”, so we’ll look at their #missadventure campaign that started in 2014. For this Campaign, the focus is set on video. Showcasing and following women leading an interesting life. It featured actresses such as Anna Kendrick, Kat Dennings or Marissa Tomei. The campaigns racked up 170 Million views, and the traffic searches increased drastically. Same for purchase consideration, keyword interest and views from Social Media. All that took place as a result of the films.
How does that apply to you?
Your company is not worth millions of dollars yet, and you do not have access to actresses that have national and international reach. You have, however access to resources that will help you develop a clear message. First things first is to clarify your vision, what message do you want to showcase to your potential clients. Before that, you also need to identify that ideal target market and demographic. Who is looking at your product, services at the moment? Are they the people you were expecting to sell to in the first place, if not, maybe adapting your message to that new target demographic will increase your lead generation.
How can we help?
Defining your target demographic could be hard task, depending if you use facts or emotions. We can assist in finding that market for you, as well as coach you on how to reach this market using targeting tools. Then developing a website solution that will convey this message to the identified target market will be key. Feel free to contact us for consultation.