kate spade

Kate Spade Content | Brand Experience Project

by Jamie Sanford on November 4, 2015

Click here for all posts in the Brand Experience Project.

To see my previous Kate Spade posts, click here.

As I’ve mentioned previously on this site, I am a total sucker for good content. I have seen this particular video about 10 times now in my Facebook feed, so I cannot leave it alone any longer.

This is the 4th in a series of videos created by the Kate Spade team, #MissAdventure. I’m going to embed the most recent one here, but click here to see all of them.

We all love Anna Kendrick, correct? She’s so talented and funny and clearly doesn’t take things too seriously. I think she is such a perfect match for the Kate Spade brand, and the addition of Zosia Mamet in this episode of #MissAdventure is smart. I think Zosia’s style and personality is completely different while also totally charming, adding depth to the series to appeal to a different kind of woman.

This is created to sell more product, so there is a LOT of product that shows up in these videos, but it is remarkably not irritating. The Kate Spade team achieved the perfect balance of distracting me with characters so that I don’t notice the 48 Kate Spade products in the 5-minute film. I don’t think there is higher praise.

Have you seen the Kate Spade #missadventure videos? How do you feel about their impact on your shopping/buying behaviors with this brand?

Save

{ Comments on this entry are closed }

Kate Spade Saturday Shutdown | Brand Experience Project

by Jamie Sanford on March 26, 2015

Click here for all posts in the Brand Experience Project.

For fans of Kate Spade who were not always interested in the price point, the introduction of Kate Spade Saturday was exciting. However, the price points were still sometimes unrealistic, and apparently there were fit issues, but I hadn’t tried any of the clothing. Fashionista has a good article on why Kate Spade Saturday didn’t work, but I’m here to talk about the email I received regarding it. (Also, apparently Saturday will be re-introduced as a product line within Kate Spade, instead of existing alone, but that is yet to come.)

HITS

I would like to address from the start that shutting down a company when you have somewhere else to send them is definitely a bonus.

  • Content relevant to this shutdown is posted on KateSpade.com, and customer account and order data has also been migrated to KateSpade.com.
  • Kate Spade customer service still exists, so they will assist with Saturday customer issues during the transition period where active orders are still being dealt with, etc.

MISSES

  • While there is no indication here about re-introducing Saturday as a line, customers are invited to sign up for Kate Spade emails as well.It does seem like a miss that there is no indication about the possible resurrection, because I do think a lot of people will reject this idea because they believe that the original brand is still above their price point.
  • This was a great opportunity to survey the Saturday customer to see what they liked and didn’t like about the brand, to see perhaps what their ideal price point is and to gauge what they liked about the Saturday products and experience. For those who completed the survey, you could give them a coupon code or some other incentive to browse and shop at KateSpade.com – a great way to get them to the Kate Spade site, perhaps regardless of any preconceptions about the Kate Spade brand.

I will certainly keep up with the possible reintroduction of the Saturday brand to see how that is managed.

If you would like to consult with me on brand experience, please contact me.

Save

{ Comments on this entry are closed }

Kate Spade | Brand Experience Project (part 2)

by Jamie Sanford on May 15, 2014

Click here for all posts in the Brand Experience Project.

Check out part 1 of the Kate Spade/KateSpade.com post here.

Time to review packaging!

Pretty standard outer packaging. Nothing super personalized or branded.

The branding was saved for inside the box! Look at this special tissue paper, printed for their 2014 branded travel campaign.

So darling.

I shimmied the contents out of the tissue paper without ripping it (since I had to send this to Mom for her birthday, I was trying to keep everything intact while reviewing and photographing for the blog). Here’s a look at the inside.

SWOON. Absolutely wonderful message and immediate reference to customer service.

Not a perfect fold on this receipt (and I’m sort of surprised it isn’t in an envelope, considering how everything else is packaged), but it’s a good layout.

Super clear return information! Other retailers, take note.

…and above that, with my item is a reminder that my purchase was a sale item that is final sale and not eligible for return. I had another experience recently with another retailer who gave me some drama about returning an online purchase in store because it was a clearance item and not eligible for return. However, that retailer’s receipt in the box gave no indication of that – so I’m really appreciating it here from Kate Spade.

Back to the box. The gift box shown on the website is here!

How cute is this box!

The blank note card on top.

Love this blue.

When I opened the box, I was slightly bummed to see that the necklace wasn’t presented in the box.

The inside of the box has little gold dots though – another lovely touch.

The contents of the box. I consolidated this a bit before sending to Mom, removing a lot of the additional plastic and putting the bubble-wrapped necklace inside the mini dust bag.

I re-packed everything up and wrote out the card for Mom’s birthday…and then sent it to her 3 months later when it was her actual birthday. I love shopping in advance!

This was a wonderful experience. I can’t give big points for the exterior packaging, but the rest of the experience was largely an absolute pleasure.  There are some kinks to work out in the UX of the website, but is anything really broken? No, just in need of a proper analysis to find where information could be better presented.

The overall impression is excellent. Kudos to the Kate Spade team.

Save

{ Comments on this entry are closed }

Kate Spade | Brand Experience Project (part 1)

by Jamie Sanford on May 1, 2014

Click here for all posts in the Brand Experience Project.

I’ve been aware of Kate Spade for ages, of course, but hadn’t checked out the website before. I visited back in January and ended up ordering a necklace for my Mom’s birthday. I had to wait to post until now because Mom only got the necklace last week.

Here we go!

I am in love with this website already. The branding is gorgeous and consistent. The photography is consistent as well, which is so exciting. At the bottom, there is a curated collection of Instagrams submitted to their #travelcolorfully hashtag, which I really like.

I check out the jewelry, and here’s the dropdown menu. All works for me.

Beautiful category results with consistent photography. I’m pretty sure they are shooting in-house.

I cruised over to the sale section next, since I didn’t see any jewelry with sale prices in the “all jewelry” category. I was sad to see that they sale items have been banished from the “regular” shopping areas, only to be found in “sale.”

Good product page – and I LOVE that the “final sale” warning is obvious in that pink font.

Back to the sale page, and I see this cute blue necklace. I scrolled over the image, and enjoyed this immediate glance at how long the necklace is, on a real person!

I’m even more intrigued when I get to the product page and see more photos, including one of the most darling gift box!

It is unfortunate that this page has more images of the product than there were on the last product page. Given the rest of this experience, I am surprised that every Kate Spade necklace does not receive the same photo treatment.

The box sells itself.

Add to the cart! I do sort of wish the “final sale” message was here, just in case I missed it.

It is pretty obvious in the cart though, which is great.

If you click “mark item as gift,” this helpful pop-up comes to help you. You can hide the price, and you can get a gift card included for free! This was totally charming.

Simple and clear in the cart.

Moving on to shipping. It’s great that there are multiple shipping options, but as always, I would appreciate some indication right here of how long orders take to ship after being placed online. A link to a map or more information about how long ground shipping takes to my location would also be a good addition.

So, I’m ready to check out. Everything is moving along and I’m just about to submit my order when I finally notice that the bar on the left is tabbed and there’s more information to be seen.

And so I finally get the informational page about shipping rates. This exists(!), so it definitely needs to be made available from a link right next to the dropdown I use to pick out my shipping method.  This feels like it was hidden.

This return information pop-up is great. Kate Spade isn’t kidding about this return policy, and I love that. Very clear.

I’m seeing the suggestion to create an account on the right there. I have not printed my order confirmation but hey, it’s cool, I will create my account. I did that, and then wasn’t able to go back. Sure, I got the email, but this could be handled in a smoother way so as not to load a new page where I can’t get back to my original order confirmation.

Very beautiful confirmation email, although with the same issue I had before – where I am not given any idea of what the time frame between my order being placed and shipping out will be, which is irritating.

All in all, the site is very lovely. It matches the brand so well, whoever is the brand czar over at Kate Spade is doing a great job. There are shopper experience issues that could be resolved with a few site changes, but overall, the experience was good. I will post the full score card for Kate Spade next week in part 2 of this Brand Experience post.

I’ll be back next week with a review of the packaging of my Kate Spade order. (Updated: click here for part 2!)

Save

{ Comments on this entry are closed }