Essentially, the target customer for the Kate Spade product is more based on the company’s mindset much rather than the demographic as Mary Beech, SVP and CMO of Kate Spade suggested. The company enjoys spreading information that their target market consists of 25-44 year olds who happen to be married, college educated as well as being an uptown girl of which earns an average income of $100,000 a year. Yet, this demographic is very limiting as the company has customers that range in age anywhere from 15 year olds to 65 year olds. However, if one were to look at the ideology or mindset of a Kate Spade consumer – a few words would come to mind including but not limited to: joyful, exciting, and optimistic. Each Kate Spade individual lives their …show more content…
This allowed Kate Spade to maintain its Brand Voice which is what distinguished them from the other brands in the same category. In terms of product, Kate Spade put out a variety of different and original collections and accessories in order to appeal to their “New York Girl” lifestyle patterns. Some of the features their products included was modernity, bold colors, and a clear emphasis on making the product feel and look as feminine as possible. Furthermore, Kate Spade peaked consumer interest by releasing annual themes of different product lines that either came in a variety of colors or patterns that were used as a means to push the envelope in terms of design quality and originality hence inspiring customers to keep up with the brand and pay attention to their next move. Hence, creating a certain social popularity and buzz around the product. Levels of production speed also increased as a result. In terms of Place, Kate Spade used repetition here at every one of its boutique stores in which they added color and regularly changed window merchandising visuals in order to maintain the colorful, playful, and bold identity that gained them so much popularity. With pricing, Kate Spade used social media to really boost its brand image and sell its brand by offering free shipping, using Twitter …show more content…
However, the cons of this could be that the brand might ruin its relationship with their core, loyal customers who had a strong connection with the brand. Even though this method could increase sales growth for the company, it could definitely hinder their brand identity, especially in the older age segment who prefer to shop on impulse, and see fashion as a “treat”. However, this strategy would definitely go well with stay at home moms, who think of fashion as everyday