Known for its day-to-night accessories and ready-to-wear, Kate Spade is leaning toward a more casual vibe and the company is bringing its latest fragrance, Walk on Air, along for the ride.
This story first appeared in the December 12, 2014 issue of WWD. Subscribe Today.
“There’s definitely a casualization going on with the brand,” said Deborah Lloyd, president and chief creative officer of Kate Spade. “I wanted to create [a scent] that was more everyday.”
Walk on Air, which launches in March, revolves around femininity and Kate Spade’s home base: New York City.
While the fragrance industry may not be at the top of its game, Lloyd didn’t worry about the struggling market, noting, “We have our own world and our girl lives in that world.” Confidence isn’t the key to sales, but according to the brand, Kate Spade Live Colorfully, which launched in April 2013, has exceeded expectations and shown strong online sales. It brought a younger consumer to the brand and will expand from 117 to more than 500 wholesale doors by year-end 2014.
Composed by Rodrigo Flores-Roux of Givaudan, top notes of Walk on Air include linden blossom, calabrese bergamot, maiden’s hair fern, Tunisian neroli and Solomon’s seal, with a heart of lily of the valley, magnolia grandiflora, Egyptian jasmine and narcissus and a base of crinum lily, white iris and violet leaf.
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The powder-blue translucent flacon is accented with a crisp acrylic black bow and topped with a silver cap. The eau de parfum will be available in 3.4 fl. oz., 1.7 fl. oz. and 1 fl. oz. versions, retailing for $95, $75 and $55. Also, Walk on Air will come in a rollerball, $25; body lotion, $50, and shower gel, $45.
Walk on Air will be sold at all Kate Spade boutiques, Bloomingdale’s and Nordstrom. At the end of 2015, it will be distributed in more than 1,500 wholesale doors in North America, Canada and the U.K.
Shot by Ryan McGinley, model Laura Love, a classically trained ballerina, appears in the ad campaign floating across the New York skyline.
While Lloyd wouldn’t talk financials, industry sources estimate Walk on Air could generate $8 million in first-year retail sales.