Kate Spade set to launch a lower priced line called Saturday in March 2013

March 6, 2013
By Sheryl Blasnik

Kate Spade Saturday Showroom

Kate Spade New York has announced the launch of a new global lifestyle brand, Kate Spade Saturday.

Kate Spade Saturday has been created to channel the spirit of Saturday seven days a week. Kate Spade Saturday will use simple straightforward shapes, and go-anywhere silhouettes featuring bold colors, strong prints, and honest materials like crisp cotton, canvas, and natural vachetta. Keeping the busy lifestyles of customers in mind, Kate Spade Saturday is creating product that is versatile and multi-functional.

The new multi-category brand will offer apparel (including dresses, jackets, denim, t-shirts, sweaters, and swimwear) and accessories (including handbags, small leather goods, jewelry, watches, footwear, eyewear, and tech accessories), as well as beauty, tabletop, and home décor items. The approximate average retail pricing for all categories are expected to be as follows: apparel ($90), eyewear ($55), fashion accessories ($40), handbags ($130), home ($25), jewelry ($30), shoes ($85), small goods ($45), swim ($50), tech ($30), and watches ($50).

The brand is expected to launch exclusively online at www.saturday.com in the United States at the end of March.

The brand aims to have an innovative approach to retail both online and in-stores. By launching online, Kate Spade Saturday seeks to echo the in-store feeling of shopping in community by maximizing social media. Product-focused editorial content will be integrated seamlessly throughout the site and fans’ tweets and images will appear online contributing to the exploratory experience. Kate Spade Saturday has partnered with digital agency Huge Inc. to produce the website.

For its retail spaces, Kate Spade Saturday has worked with architects WORK Architecture Company to design a unique store concept that celebrates the social side of shopping while creating a simple and seamless grab-and-go experience. iPads will be strategically stationed throughout the shop, featuring marketing messages, blog content, campaign videos, and user-generated images. To keep customers engaged, new product will be available both online and in store every Saturday. As a special nod to the brand’s American roots, flagship stores will each house a café featuring rotating American food vendors. New York City pretzel shop Sigmund’s Pretzels has signed on to partner with Kate Spade Saturday for the flagship in Tokyo.

Through ongoing research, we saw an opportunity in the market to engage a new customer base – one that aspires to be a part of the kate spade new york brand. Kate Spade Saturday is born from the core values of kate spade new york, but is realized in a new and exciting way for this younger customer,” says Craig Leavitt, CEO of kate spade new york.

Sign up on the site for e-mail updates now or follow on Twitter @KS_Saturday for more details on the launch.  Until then you can still shop online at KateSpade.com and enjoy free shipping in the US.

Photo: Saturday.com

Sheryl Blasnik

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