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Pieces from Saturday via WWD
It's no secret that Kate Spade New York is an all-star in digital competence, so perhaps it also shouldn't come as a surprise that their new, lower price-point brand dubbed Saturday will launch online as well as in brick-and-mortar stores come Spring. "This is not a diffusion line. The entire brand is a vertical proposition," said Craig Leavitt, president of Kate Spade LLC, or rather, Saturday will stand alone in its own stores and online. After the jump, find everything you have to look forward to from the company's new venture.
1. The brand will integrate its retail space with online content with a "grab-and-go experience" that includes strategically placed iPads offering marketing messages, blog content, campaign videos, and user-generated images.
2. Kate Spade Saturday pricing falls at about 50% below Kate Spade New York on average, with apparel at about $90, eyewear at $55, fashion accessories at $40, handbags at $130, jewelry at $30, and shoes at $85. (The brand will also include home decor, swim, and tech accessories.)
3. Apparel, footwear, and accessories will be bright, and if you couldn't tell from the lower price point, Saturday is shooting for a younger customer: About 25 to 35 years old to Kate Spade New York's 30 to 40+ years old.
4. The line will also launch in Japan in store and online and Brazil through e-commerce only. Leavitt describes the brand as "really global" adding "I think this girl exists all over the world. There's a lot more commonality [with these younger customers] because of social media and the way they interact with each other."
5. Totes will come with wine pouches (for utility, of course).
6. Shoes will lean toward the casual side with—yes!—a PF Flyers collab.
Head to WWD (sub req'd) for more pictures of the line and stay tuned for more updates as Saturday's spring launch gets closer!
· Kate Spade Launching Saturday Brand [Racked]
· Burberry, Ralph Lauren Barely Top Kate Spade, Tory Burch in the Superbowl of Digital Commerce [Racked]