What would it take for Kate Spade to become a cool brand again? Is it even possible?
l've recently got a bag from KS (burgundy suede with flower strap), and I was surprised by the style change in the brand. Some styles are interesting, but it's clear that the brand is still having an identity crisis.
Certain bags I saw looked very “safe” and sort of appealing to “quiet luxury” trend which isn’t exactly what people associate with Kate Spade as a brand. Luckily, the bag world has been transitioning away from old-money cosplay, so quiet luxury is no longer the hype. However, I’m not sure anyone is ready for full blown whimsy of KS. It’s cute when Dior does lily pads bags and frog charms, but Kate Spade doesn’t hold the same reputation and what is considered whimsy for Dior would probably be labeled as hideous for KS.
KS is still stuck at the rock bottom where Coach was before its revival. I’m sure people thought back then that Coach is done for. But Kate Spade brand identity seems to be harder to revive.
In my opinion, one thing to start with would be ditching that plaque logo 💀(sorry, KS, you aren’t Prada) and maybe establishing “spade” as a more prominent brand logo (similar to how horse bit is a symbol for Gucci)
Let’s discuss!