Kate Spade Saturday could surpass the store count of its sister brand, Kate Spade New York, which boasts 80 units in the U.S. and 100 overseas.
“We have big plans for this brand,” said Kyle Andrew, senior vice president and brand director of Kate Spade Saturday. “This is a much more accessible line. That’s why we see so much potential. It can be in a lot more places than Kate Spade can be. [Kate Spade] has to stay at a certain level and maintain an image. We can go a lot broader.”
Kate Spade Saturday is priced about 50 percent below the original Kate Spade label. The multicategory brand offers a brightly colored collection of dresses, jackets, denim, T-shirts, sweaters and swimwear, as well as accessories such as handbags, jewelry, footwear and eyewear. There’s also beauty and home decor.
Kate Spade Saturday initially launched as an e-commerce pure play to reach its target customers — women ages 25 to 35 — where they live. “We wanted to send a signal that we were addressing the needs of our customer,” Andrew said, “young girls who spend their life on their phones.”
Kate Spade Saturday in the fall will open a 3,000-square-foot store at 152 Spring Street in New York’s SoHo neighborhood. The new unit is adjacent to the site of a former Kate Spade Saturday pop-up at number 154. The brand, which launched in March, is looking for more locations in Manhattan and on the West Coast, and plans to continue opening stores in Japan, where it now has six units.
The company on June 8 unveiled four pop-up shops with eBay touchscreens and payment processing by PayPal that closed on July 7. The Gansevoort Street location saw “a high level of engagement.” On Friday, it reopened with an apparel focus for four months. “We heard a lot from customers who wanted to try [products] on,” Andrew said.
The brand plans to open street locations and mall units. “We’re trying to continue to be innovative,” Andrew said. “We may do something with a kiosk idea in some places. We don’t want to be limited to traditional retail. We have a lot of ideas. We’re saying, ‘Where does she live, where is she hanging out? Let’s go there.’”
In Japan, Kate Spade Saturday will open its sixth store in the fall, and there are plans for more units next year. “The brand resonates very well with the Japanese customer,” Andrew said. “Kate Spade is loved and respected there. Asia is our focus because the brand is so strong there.” Andrew said the brand will also enter Europe.
The SoHo store will be bright and colorful, with lots of yellow, the brand’s key color. It will be easy to shop with a grab-and-go mentality and no hovering associates to help consumers put outfits together. “This girl doesn’t want help,” Andrew said.
Instead of traditional signage, prices and product information will be listed on iPads. There will be a customization option with choices of color palates, patterns and monograms. Cafés, like the popular eatery at the Tokyo flagship, may be in the offing.
“We want stores to be a place to hang out, especially on Saturday,” Andrew said. “We’ll have a food concept. The pop-up on Gansevoort Street has DJs and lemonade.”
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast