Designing A Winning Brand-Building Strategy
By Kim Ann Zimmermann, Managing Editor
I’ve always admired Kate Spade’s designs, but I also admire the social media strategy of the clothing and accessory brand, particularly when it comes to promoting its new Kate Spade Saturday brand.
The company has recognized that to reach the intended audience for this brand — which is being marketed as a younger, hipper and more casual version of the flagship brand — it needs an authentic approach. These shoppers want to know what their peers are thinking, doing and buying and they turn to social media to share.
That isn’t to say that the brand’s target audience never leaves Twitter. They also consume paid advertising and “owned” media such as blogs, web sites and Twitter accounts controlled by a brand.
What I think is unique is that Kate Spade Saturday is taking what it learns from social media — “earned” media — to shape the company’s paid advertising and marketing messages. Many retailers are still doing things the other way around by having paid advertising drive and define their social presence.
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Shoppers are encouraged to share photos of them sporting their new bags or accessories. These images are then cross-published on product pages. I can imagine that anyone who has their picture added to a product page is going to share that with all of their friends to form a legion of brand advocates.
The company is not ignoring the power of brick-and-mortar along the way. These customers still want to come to the store, but they want a different look and feel — a store rich with digital experiences. The company is also promoting the brand with stores (through July 7) that aren’t really stores, but pop-up storefronts that are humungous digital screens for 24-hour shopping.
Kate Spade is embracing the future of marketing and retailing. It is imperative to straddle all of the worlds of paid, owned and earned media in a way that is genuine and connects with your audience.
Follow Kim on Twitter: @KimZim2674
