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Strategy | 2 MIN READ
In this blog series each month, we will highlight a brand that gets it right. We’ll pick brands that have a unique way of making consumers feel acknowledged and understood, which makes for a loyal customer base. We’ll discuss the factors that made these brands successful and identify strategies that other marketers can implement to drive loyalty. Let’s jump in.
For our inaugural post in the series, we’ll explore the 3 marketing brand attributes that helped turn Kate Spade from a whimsical handbag label into an iconic fashion name spanning multiple product lines. Kate Spade's recognition stems from the brand’s commitment to making quality products and lasts because of its efforts to be faithful to their unique brand identity.
Kate Spade stands out in part due to its simultaneously visual and narrative approach to storytelling. Through a carefully defined brand persona - independent urban woman who is curious, adventurous, and values authenticity and timeless designs - the brand has identified central themes to incorporate into the stories they tell consumers - both through the design of their communications as well as their content.
In addition to static print ads and posters, the brand also embraces video storytelling via ultra-short films on their website. Focusing on editorial content enables the brand to create immersive experiences, set the mood, and inspire a plethora of style ideas and outfit pairings that suit their audience.
Kate Spade is known for a fashionable, yet timeless style that can be worn every day. Outfits are vibrant, cheerful, and day-to-night appropriate, ideal for their target audience of women who live busy lives.
In addition, personalization is a big cornerstone of Kate Spade’s service which caters to consumers’ growing desire of owning one-of-a-kind products. The brand recently extended those services for items ordered as gifts so gift recipients can now select their size and preferred color, or instantly exchange their gift for a different item, all before it ships.
Through its content strategy Kate Spade cultivates a consistent brand identity and brand values. By aligning its values with those of its audience, the brand effectively develops content that is highly relevant and engaging for new consumers, long-time fans and loyal customers alike.