Marketing Strategy Analysis: Kate Spade Brand and Target Audience

This report provides an analysis of Kate Spade's marketing strategy, focusing on its efforts to capture a larger share of the accessories market. The analysis begins with an overview of the company's market research, which revealed opportunities for reaching new customer segments, particularly younger women. The report highlights the challenges Kate Spade faced in understanding its target audience's preferences and brand perception, as well as the importance of maintaining brand identity. The core customer base and segmentation are discussed, along with the company's branding strategies, which emphasize product quality, emotional branding, and lifestyle appeal. The report suggests recommendations for the company to improve its marketing efforts, including pricing strategies, understanding the brand's mission, and organizing high-profile events to increase brand visibility and influence buyers. References include academic research and the company's website.

Running head: MARKETING STRATEGY
Marketing strategy
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1MARKETING STRATEGY
1.The marketing system of Kate Spade New York was busy exploring opportunities in order to
capture more of $270 billion of the accessories of the market. A deep market research has been
done, which reveals several other options for the purpose of tapping the new customers. After the
research, the Kate Spade came across there the variety in bio metrics can be observed in the girls
belonging to different age groups (katespadeandcompany.com, 2017). The women who are
fashion buyers between the age of 16 and 24 are not aware of the Kate Spade New York, is one
of the most important issue for the Kate Spade in New York. The other young customers were in
love with the brands of Kate spade, but they were not ready to buy anything from the shop.
Along with this the women who are between the age from 45 and 50 are also not well aware
about the brand (Cchabra & Sharma, 2014). Therefore, the Kate Spade in the beginning was not
aware as well about the choices and selections of the new audiences. Therefore, in order to
address this issue, the organization became aware about their brand identity, to target new
customers was also a challenge, and this might lead to the diminishing of established identity of
brand and well craft of brand (katespadeandcompany.com, 2017).
2.The core customer of Kate Spade from the year 2012-2011, are the women who can be either
14 or 60 but they are optimistic, happy and the women must possess the different way to look at
the life go through quite exciting life (katespadeandcompany.com, 2017). Their target market
was women especially who are confident and smart enough. However, after Kate Spade decided
to make its brand famous, the company started understanding the psychology of the audience in
order to make their market growth popular and profitable. The company divided the audience
into many certain groups (Keller, 2017). In Group 1 is the people who purchase products which
they feel appropriate for any particular occasion, the group 2 is the women who utilized fashion
as only a treat and the group 3 being highly practical as they buy fashion for their regular wear.

2MARKETING STRATEGY
The market tried to incorporate everyone and through the redefining of his or her brand, they
want market for everyone (katespadeandcompany.com, 2017; Cchabra & Sharma, 2014).
3. With the increase of competition with the other business that faces most of the times, it has
become important to develop the character of the brand of the company though its identification
and branding of strategy (katespadeandcompany.com, 2017). Kate Spade have always looked for
offering quality product and effective branding is at their heart of production. The brand of Kate
Spade tries to understand the psychology of the customers in the beginning to understand the
knowledge of the audience (Keller, 2017). Through this understanding, the brand of Late Spade
tried to grow their sales by reaching out to the new customers. The brand reflected the creativity,
fragrance of their products, and focuses on making its brand as “lifestyle brand” (Cchabra &
Sharma, 2014). The brand of Kate Spade was consistent enough of brining profits to their
company by selling their products at low price. Other than this, Kate Spade brand is optimistic
and target women irrespective of their age to their company. It reflects the growing hope in the
women and other than this, with time, it as well became a common brand for the people of New
York. Therefore, on the basis of the taste and choices of the audience, the characterization of the
brand has been made (katespadeandcompany.com, 2017).
4. The foremost suggestions that are needed for the Kate Spade is that in order to reach the
women whose family income is low, the company is selling products at low price, if this
continues then there would be deficit in profit and as a result in the competitive market, the value
of the company would come down (Keller, 2017). Another most important part of the branding is
that the company needs to understand about themselves so that it is possible to connect the
actions with the market’s environment. The company needs to understand the vision mission and
the attributes of the brand, it turns better that the owner of the company can link all those parts of

3MARKETING STRATEGY
the mission and vision with the importance of the brand. In order to make the company’s brand
famous, the firm can organize powerful or the events of higher profile in order to attract people
and this would result to an increasing visibility of the brand and would influence the buyers
more. It is important for the Kate Spade company to stop reinventing themselves or inflating or
overstating the message (katespadeandcompany.com, 2017; Akgun et al., 2013).

4MARKETING STRATEGY
References
Akgün, A. E., Koçoğlu, İ., & İmamoğlu, S. Z. (2013). An emerging consumer experience:
Emotional branding. Procedia-Social and Behavioral Sciences, 99, 503-508.
katespadeandcompany.com. (2017). Kate Spade & Company -
HOME. Katespadeandcompany.com. Retrieved 22 October 2017, from
http://www.katespadeandcompany.com/web/guest;jsessionid=94E70A40ECCA465AA32
61A2D3460F36A
Keller, K. L. (2017). Managing the growth tradeoff: Challenges and opportunities in luxury
branding. In Advances in Luxury Brand Management (pp. 179-198). Palgrave
Macmillan, Cham.
Leekha Chhabra, N., & Sharma, S. (2014). Employer branding: strategy for improving employer
attractiveness. International Journal of Organizational Analysis, 22(1), 48-60.