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Kate Spade Saturday is poised to be even bigger than sister brand Kate Spade New York, says senior vice president and brand director Kyle Andrew. "We have big plans for this brand. This is a much more accessible line. That's why we see so much potential. It can be in a lot more places than Kate Spade can be. [Kate Spade] has to stay at a certain level and maintain an image. We can go a lot broader."
By his definition, broader includes street locations and mall stores in Manhattan, on the West Coast, and in Japan, where there are currently six stores. Also, pop-ups and other unconventional retail concepts. "We're trying to continue to be innovative," Andrew told WWD.
Our sister site Racked NY reports that the first of these new store concepts, which will open in SoHo this fall, will will embrace technology, no-hover store associates, and the color yellow. Per RNY: "Price and product info will be listed on iPads instead of traditional signage, and there will be a customization option with color, pattern, and monogram choices. To top it all off, a cafe will likely be on site."
Andrew's description of the brand direction sounds like a respectable attempt to marry technology and in-store shopping in a fun way. "We may do something with a kiosk idea in some places. We don't want to be limited to traditional retail. We have a lot of ideas. We're saying, 'Where does she live, where is she hanging out? Let's go there.'"
· Kate Spade Saturday Plans Expansion [WWD]
· Kate Spade Projected To Be Bigger Than J.Crew [Racked]
· Kate Spade Saturday Gets to Keep Its Name, Says a Judge [Racked]