Selling a lifestyle, not just a handbag

Brand Strategy
In-store Shop Concept
Merchandising Strategy
Store Design & Execution

Kate Spade was failing to tell a cohesive story

in brand communications and retail environments following the departure of the brand’s namesake and a rapid expansion into a variety of licensed product categories.

We evolved the brand beyond the founder,

and created a narrative that served as a guiding star for the brand experience. Kate Spade ceased selling product and began selling a rebelliously charming lifestyle.

Retail environments represent her playfully chic world,

digital communications tell her story, and e-comm makes her lifestyle available to women around the globe.