At kate spade new york, social media is an integral part of how we look at our marketing, communications and consumer outreach – it is part of our thinking each day. Very early on, we put significant effort toward innovative ways to engage with our customers and communicate the kate spade new york lifestyle across a range of social media channels. We were one of the first brands to experiment on Pinterest, launching there long before other fashion brands. Our creative marketing team continues to work together to share a mix of current product, campaign shots, branded blog content and inspirational images on our boards. Our community consists of devoted brand advocates, as well as inspires those who may not yet be familiar with the kate spade new york brand. We have an incredibly strong following due to our original pins, versus the more often done re-pins. Each of our six evergreen boards helps us bring our brand promise of living colorfully to life for our followers. We show our fans how to: dress colorfully, travel colorfully, think colorfully, decorate colorfully and celebrate colorfully. We also created a collection of editorial boards that reflect current products, cultural moments and yearly creative themes, which allow our Chief Creative Officer Deborah Lloyd to share her inspiration and favorite seasonal items directly. The kate spade new york Pinterest page is one of the most colorful places on the web! We started on Pinterest as a brand choice – it was all about sharing our brand voice, not about sales. But, it has ended up being a sales contributor and we see a frequent and direct link from Pinterest to eCommerce sales. We are proud of this statistic, as it underscores our overall brand approach – we put our brand first and are channel agnostic in our approach. At kate spade new york, we are known for our fresh thinking and our willingness to take calculated risks. We are proud to continually be recognized for our digital innovation. Our inspiration for this leadership is our customer – we want to ensure we are always relevant, able to capture her interest and inspire her. Our company is aligned and dedicated to progressive thinking in the digital space. We consider ourselves to be bold and open to experimentation with emerging digital channels; we take significant calculated risks, but always listen to customer feedback. Our team creates unique strategies for each digital platform, as we understand that each channel functions in a different way. Our primary goal is to keep our fans and customers engaged and we understand that we must give them a compelling reason to follow us on multiple channels. In addition to creating interesting content, we are always listening – our conversations are authentic and we adjust our strategic approach as our consumer’s behavior changes. Pinterest allows us to share a variety of unique visuals that inspire ideas and spark product design, organized on boards that tie back to the brand pillars of kate spade new york: dress colorfully, travel colorfully, think colorfully, decorate colorfully and celebrate colorfully. We visually present what the kate spade new york lifestyle is all about. Our followers expect us to offer interesting content through every brand interaction: in stores, online and through product. Our community has grown significantly since we launched on Pinterest in 2012. In addition to being a visually compelling resource, Pinterest also offers us insight into content that is resonating with our fans. We share information about the most popular pins with our internal teams see how we can maximize our efforts in both product design as well as our marketing mix. If a product is no longer produced but a top item on Pinterest, we have an opportunity to recreate and meet our customers needs; or, if a certain product is trending really well on Pinterest, we will be sure it is merchandised at the top of its product category or given additional exposure via our homepage. Pinterest allows our brand to visually tell stories and share a look behind the scenes. We have created boards of unique content that provide our followers with clever quips of copy and curious visuals of what inspired Deborah Lloyd’s latest collection in addition to straightforward product shots of what we love on our obsessions board. Our “behind the curtain" board gives our followers an insider’s look at our New York Fashion Week presentations to show our fans full looks, backstage and detail shots to inspire her to live colorfully. The kate spade new york Pinterest page stands out from the rest. Our authentic content and originality has been recognized throughout the industry as best in class. It is one of the best reflections of our authentic, personal dialogue with our consumer.
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