retailing analysis- kate spade- handbags

Kate Spade

Jessica TiernanRetailing 3:50 pmProfessor Piazza

Outline

• Company Overview• Competitors• Top Items• Analysis• Recommendation

A Company Overview

Who is Kate Spade?

• Affordable luxury lifestyle brand

• New York Based• Best known for

handbags

Product Offering

Target Market

“For the young and young at heart”

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.

Current EndeavorsBrad Goreskihttp://nymag.com/thecut/2012/01/see-brad-goreskis-pink-centric-kate-spade-video.html

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

Analysis

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

Competitors

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

Analysis

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

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

Analysis

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

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

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

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

Thank you!