The freedom of an unplanned Saturday is exactly what Kate Spade intends to convey with her newest Kate Spade Saturday brand. Acting as a sister line to her established, refined, Kate Spade New York brand, Saturday will launch in the Spring of 2013 and act as a more accessible line for a younger target market.
With her chartered success within the home ware, clothing and accessories lines of Kate Spade New York, Kate has crafted Saturday with the intention of promoting a free-spirited, unrestrained, and excitingly inspired attitude to emulate the lifestyle of her targeted younger customer. Focusing on a market demographic of 25-35 year-olds, as opposed to Kate Spade New York’s 30-40+ year-olds, Saturday will leave the customer feeling buoyantly independent and artistically inspired.
Intent on keeping it simple, Kate utilises a primary colour palette, full of vivid Spring hues that pop and dance over a multitude of patterns. Stripes and spots take dominance over the crisp cottons and canvas materials, whilst easy silhouettes and uncomplicated shapes reflect the versatile and multi-functional ethics of the Saturday message.
A multi-category brand, Saturday will cover every whim of a young, global woman’s life. The ready-to-wear apparel will include dresses, denim, jackets, t-shirts, swimwear and sweaters, even as accessories will compliment with a range of small leather goods, handbags, jewellery, footwear, watches, eyewear as well as technological accessories. For the home, Kate will extend to her table top and home décor goods, as well as a beauty collection.
To remain true to the simplistic, easy attainable nature of the brand, retail prices will range from $40 to $130 over all categories. Through an online launch, and with a flagship store in Tokyo, multimedia and social media platforms will be engaged to keep the young Saturday woman involved and new products will be released online and in-store every Saturday to give full meaning to the pleasures of an impulsive Saturday feeling.
To be one of the first to get the news about the official launch, please sign up at the Kate Spade Saturday site: http://www.saturday.com