Analysis, including history, findings, and recommendations regarding Kate Spade handbags

1. Kate Spade
Jessica Tiernan
Retailing 3:50 pm
Professor Piazza

2. Outline
• Company Overview
• Competitors
• Top Items
• Analysis
• Recommendation

3. A Company Overview

4. Who is Kate Spade?
• Affordable luxury
lifestyle brand
• New York Based
• Best known for
handbags

5. Product Offering

6. Target Market
“For the young and young at heart”

7. History
• Kate Brosnahan Spade
• Started in 1993
• Began with six silhouettes
• Jack Spade created in 1999
• In 2007, became part of Fifth and Pacific
Companies Inc.

8. Current Endeavors
Brad Goreski
http://nymag.com/thecut/
2012/01/see-brad-goreskis-
pink-centric-kate-spade-
video.html

9. Social Media
• Strong presence
• Large following via Twitter, Tumblr, Instagram,
blogging, and videos
• Ranked #2 in L2’s digital advisory IQ index
• E-commerce experienced triple growth

11. Analysis
• Price range $258.00-$498.00
• Many vibrant colors
• Wide use of leather
• Both classic and trendy silhouettes

12. Competitors

13. Michael Kors
• 1991: Womenswear line
• 1997: readywear designer for
Celine
• 2003: left Celine to focus on his
own brand
• 2002: Menswear collection
launched
• 2004: KORS and MICHEAL
Collection

15. Analysis
• Sophistication at an affordable price
• Range: $228.00-$348.00
• Array of neutrals and trendy colors
• Small logo
• Bestsellers from “Jet Set Collection”

16. Tory Burch
• Launched in 2004
• Practices maxi-malism
rather than minimalism
• Well known for signature
“T logo”
• 2007: waitlist to purchase
her apparel
• Endorsed by Oprah
Winfrey
• Frequently seen on
celebrities and the popular
gossip girl

18. Analysis
• Modern but practical for everyday use
• Range $175.00-$365.00
• Large, distinctive logo
• Vibrant colors and materials

19. Coach
• 1941: started by family of artisans
• 1960s: became the go-to brand for classic, quality
leather goods
• 1962-1974: revolutionized product design and
product offering
• 1970s: embarked on mail-ordering business
• 1985: sold to Sara Lee Corporation for $5 million
• Recent collaborations with Tony Duquette and Anna
Sui

21. Analysis
• Rich brand history
• Best sellers from “Legacy collection”
• New York Pride- “Madison Collection” and
“Hamptons Collection”
• Wide selection of colors- both neutral and
trendy color stories
• Range $198.00-$398.00

22. Recommendation
• Offer more neutrals for specific styles
• Use trendier color palette
• Add sophisticated tote bag to collection
• Put less items on sale
• Market trendier items with more exclusivity

23. Thank you!