The Kate Spade New York brand was born with merely handbags in mind.
But after opening its first store in 1993, the company has grown worldwide to include several brands (Kate Spade New York, Jack Spade and Kate Spade Saturday), multiple product categories (home, footwear, bridal) and across several channels.
Craig Leavitt, CEO of Kate Spade New York is sharing fantastic insights regarding how the company is embracing digital and in-store innovation to better connect with consumers.
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You see, Leavitt started “as a brick-and-mortar guy.” But he knows in order to thrive, he has to “bring the brand and customer together wherever customers are best served,” he said. As a brand, Kate Spade New York wants “to be there for her wherever and whenever she wants to interact with the brand."
Touting customer centricity and being channel agnostic, Leavitt honed in on several areas of the business where KSNY focused on this cross-channel innovation.
For starters, Leavitt called e-Commerce KSNY’s "ultimate flagship store.” To say e-Commerce is important, then, is an understatement.
“E-Commerce is more than a business channel, it’s a thread that runs through the entire organization,” he says.
Overall, the web sites represent 20% of net sales, and enables KSNY to test new products and categories before rolling them out to brick-and-mortar stores. Leavitt also noted that e-Commerce can further brand awareness and engagement, as well as drive sales across other channels.
“Our team understands our customers are increasingly digital,” Leavitt said. “Our company and leadership team is aligned and dedicated to forward thinking in the digital space."
Here are a few examples:
1. Social media: As a fan and follower of KSNY, I KNOW social is a big part of the brand. Leavitt went deeper into this point by focusing on Pinterest and Facebook-exclusive products/offers. Pinterest, he explained, is a frequent and direct link to online sales. Why? Because the content is on brand, but not dedicated to products alone. The FB-exclusive offers, however, are more product-specific. By unleashing special offers to fans and followers, KSNY is truly driving brand advocacy and loyalty. The company has given fans a reason to follow them and most importantly, makes them feel special!
2. The web site: Listen here, folks. KSNY is the BEST example of "the convergence of content and commerce.” the retailer’s blog makes up about 50% of the e-Commerce home page. Focusing on behind-the-scenes insights, DIY tutorials, pop culture and a little bit of fashion, the blog gives customers a more detailed look at who, exactly, the Kate Spade woman is. Sassy, fashionable and creative. “Content and commerce integration was key to our customer,” Leavitt explained.
3. Kate Spade Saturday Launch: Saturday was created to provide Millennial customers with fun, fashionable apparel that was on brand with KSNY, but not quite as “fancy.” As Leavitt explained: “It’s for girls who want bar-wear, not cocktail party-wear.” I love the chances KSNY took with Saturday, and I think that’s why it’s causing such a buzz. Remember that shoppable window the brand did in partnership with eBay? Well that’s not all Saturday has done. The brand has a social-focused loyalty program, in which consumers are rewarded with points for sharing products and making purchases. Points are redeemed for discounts and free goods. Saturday also offers consumers plenty of opportunities for consumers to create their own, unique products. Shoppers can go to the Saturday e-Commerce site and tailor the Saturday weekender bag to include their favorite colors and patterns. Talk about creating a personalized experience!
4. International Expansion: KSNY is working on creating a customized online shopping experience for specific countries worldwide. It will be interesting to see how content and marketing strategies differ by geographic location, so that’s definitely something to be on the lookout for!
So what advice does Leavitt have for other folks in the fashion space? “Be leaders in online and offline. Be brave and willing to take risks. Be willing to experiment."
Words to live by.
Stay tuned for more detailed coverage from #FashionDigitalNY!
