Launching this Spring, Kate Spade Saturday is a new lifestyle brand that embodies everyone’s favorite day of the week. The colorful new line will offer various categories from apparel and accessories to beauty and home décor.
“It’s meant to capture the spirit of Saturday every day of the week,” said Craig Leavitt, chief executive officer of Kate Spade LLC, a division of Fifth & Pacific Inc, as reported by WWD.com.
Kate Spade Saturday will be available in the United States by website only (Saturday.com) and in Japan by e-commerce site (Saturday.jp) as well as a flagship store complete with a customization station to personalize items in Tokyo’s Omotesando neighborhood. By Fall 2013, the brand will enter the Brazilian market through e-commerce and stores in São Paulo.
Priced about 50 percent lower than Kate Spade New York, the new line will still be bold and optimistic but geared towards a younger customer from 25 to 35 years old versus the 30 to 40 year old range. The average price for categories promise many affordable options: $90 for apparel, $55 for eyewear, $40 for fashion accessories, $130 for handbags, $25 for home, $30 for jewelry, $85 for shoes, $45 for small goods, $50 for swimwear, $30 for tech and $50 for watches.
According to Kyle Andrew, senior vice president and brand director at Kate Spade Saturday, handbags are designed with a functional and utilitarian quality with canvas weekend bags that consider space for shoes and dirty laundry. Similarly, footwear, which includes high-heeled sandals, wedges, strappy sandals, flat slip-ons, skimmers and sneakers, are made to be comfortable, casual and effortless to wear. Saturday will offer accessories of vivid watches and colorful bangles plus rings, wristlets and keychains. Home décor will feature glassware, whimsical mugs, tic-tac-toe sets, stools, patterned pillows and playing cards.
Leavitt said, “This is really global. I think this girl exists all over the world. There’s a lot more commonality [with the younger customers] because of social media and the way they interact with each other.” Leavitt declined to give a first year projection, but said he’s very optimistic.