Kate Spade New York ranks among the strongest brands in the online marketing space. Luxury research and advisory firm L2 ranked Kate Spade second in its third annual Digital IQ Index in the fashion category, just behind Burberry. How the label has expanded aggressively into new product categories and markets in such a lightening speed? The answer is benefiting from social media.
Kate Spade released a redesign of katespde.com in March this year to engage more with customers. Commerce is important, but it’s not only about commerce. Engagement drives commerce. The company also applied multichannel approach to drive more customers by flash sales through sites like Gilt.com and Sneakpeeq.
In an interview with CEO of Kate Spade, Craig Leavitt, he disclosed that investments in social media are totally worth it. “We have young people who live and breathe social media and are immersed in it every minute of every day. We allow them to lead and trust them in this space.” He also talks about how do they choose from so many social networks and decide where to invest time and money. The main standard regarding picking up social media platforms to work on is how many people it can drive in. Kate Spade is closing in on 400.000 Facebook fans and 150,000 Twitter followers, which are meaningful numbers for a brand. Besides, social media enables a real-time conversation, talking about where the brand is now and where it goes next.
Since the great performance on Facebook, the company thinks that the Facebook platform is going to be important from a revenue perspective. Kate Spade gave a strong and very engaged fan base, and the company expects “sales through Facebook” will be the fastest growing part of their business.
Nowadays, brands that are not being leaders in social media are being left behind very quickly. Social media is a unique space, allowing people connected and empowered.
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