Kate Spade New York launches new label

Do you wish every day could be Saturday? Well, it seems that fashion brand Kate Spade New York does, as they are launching a new global lifestyle brand, Kate Spade Saturday, which will channel the spirit of “Saturday seven days

 a week”.

The new multi-category brand will offer apparel including dresses, jackets, denim, t-shirts, sweaters and swimwear; accessories such as handbags, small leather goods, jewellery, watches, footwear, eyewear and tech accessories; as well as beauty products and items for the home.

Set to launch in Japan in February 2013 through e-commerce as well as in its Tokyo flagship store, the label is then expected to debut exclusively online at www.saturday.com in the US in spring 2013, and then in Brazil through e-commerce and stores in early autumn 2013. American customers will also get a preview of the collection through fab.com prior to the US launch.

Branded as a younger, more accessible sister to the mainline Kate Spade New York collection, Kate Spade Saturday will share the same DNA in its “colourful, optimistic and bold approach” to design and will use simple straightforward shapes, and go-anywhere silhouettes featuring bold colours, strong prints, and materials such as crisp cotton, canvas, and natural vachetta.

The key to the new lifestyle brand is “functionality and utility” as well as affordability, with prices ranging from 30 Dollars for jewellery and tech accessories to 130 Dollars for handbags, which is nearly 50 percent less than the brand’s current offerings.

The brand aims to have an innovative approach to retail both online and in-stores. By launching online, Kate Spade Saturday is seeking to echo the in-store feeling of shopping in community by maximising social media. The Fifth & Pacific Companies-owned label will be partnering with digital agency Huge Inc. to produce the website, and product-focused editorial content will be integrated throughout the site featuring fans' tweets and images.

For its retail spaces, the brand has worked with 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. This includes placing iPads strategically throughout the shop, featuring marketing messages, blog content, campaign videos, and user-generated images, and each flagship will also house a cafe featuring rotating American food vendors to pay tribute to the brand's American roots.

Commenting on the new line, Craig Leavitt, CEO of Kate Spade New York, said: "Through on-going 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.”

Images: Kate Spade Saturday