Assignment:  UK launch of the Kate Spade brand.

 

SITUATION ANALYSIS

Kate Spade was entering the highly competitive UK female fashion market. They needed to communicate the DNA of the brand to UK fashion press as well as fashion consumers who may not be aware of Kate Spade and what the brand stood for.

 

THE STRATEGY

Kate Spade as a brand, offered a unique opportunity in terms of brand storytelling for its launch in the UK market. The brand is whimsical, playful and joyfully feminine. The strategy was to create a personality behind the “Kate Spade Girl” and create a brand narrative around the idea that she had just moved to London and found an awesome apartment in the heart of the city. The apartment would be an ideal place to tell the brand story and its product in a setting that complimented the brand and its products.

 

THE SOLUTION:  Kate Spade Pop-up Apartment

Situated in London’s Covent Garden, the “pop-up apartment” was a dream home for its Kate Spade “girl-about-town” muse. It consisted of a lounge, kitchen, dining room, and bedroom – spanning across two floors. The space was specially curated with exclusive clothes, accessories and handbags from the Kate Spade collection. The pop-up apartment was open for one month and held exclusive intimate music, poetry readings and other brand relevant events to continually draw attention to the apartment.

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RESULT

Extensive coverage in Vogue, WWD, Fashionista, Style.com, InStyle, Marie Claire and Elle magazines. Generating a total media value of approximately 5 million with an ROI of 400%.