Has austerity hit New York I wonder? Surely not! But as the trend of high end fashion is to either collaborate with a budget brand or to produce a discounted range themselves, so has the luxury designer Kate Spade decided to launch their new range. Kate Spade Saturday is a new line that is targeting younger fans of the exclusive brand. It will no doubt feature much of the iconic style that Kate Spade has made synonymous with the brand, such as graphic prints and sophisticated vibrancy. The hallmarks of Kate Spade New York are bold colour contrasts with vertical stripes dominating the range which has everything from handbags and clothing to jewelry, shoes, stationery, eyewear, baby, fragrance, tabletop, bedding and gifts. CEO of Kate Spade LLC, Craig Leavitt told WWD: “It’s meant to capture the spirit of Saturday every day of the week.” he added however that ‘it is not a diffusion line’ and that it will only be available on the brand’s website Saturday.com and in its own stores.
Although the company have a younger fanbase, the average cost of a dress from Kate Spade is around $400 and it is thought that the Saturday range will be well under half the price and will address this issue. Kate Spade Saturday is targeting the 25-35-year-old market and will include, alongside a range of dresses, shorts and tops, jeans and jackets and shoes, some accessories and household goods. The average cost for Kate Spade Saturday categories will run at $90 for clothing; $25 for home; $85 for shoes; handbags and totes for $130. Watches will average $50 while eyewear, swimwear and fashion accessories will set the clientele back about the same amount and jewellery items will sell for around $30. And for those seeking the full Kate Spade Saturday look both on the street and at home, pillows, mugs and small furniture will also be available.
Mr Leavitt said of the new brand and its youthful style: “This is really global. I think this girl exists all over the world. ‘There’s a lot more commonality [with these younger customers] because of social media and the way they interact with each other.”Kate Spade Saturday is planned to launch in Japan in February 2013 through e-commerce at www.saturday.jp and a flagship store in Tokyo. The brand is expected to launch exclusively online at www.saturday.com in the United States in Spring 2013. If you can’t wait that long however, a selection of products from the Spring 2013 launch collection will be sold on www.fab.com prior to the US launch. Kate Spade Saturday is expected to arrive in Brazil through e-commerce and stores in early Fall 2013.