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Special Project

Special Project
From the 6th Annual Shorty Awards

kate spade new york

Entered in Fashion


In 1993, Kate Spade designed the utilitarian bag she’d been craving for years but couldn’t find anywhere, and so began a revolution in the accessories market. Simple silhouettes with clever details and crisp palettes soon established a visual shorthand for the brand that is recognizable all over the world. In 2007, Deborah Lloyd, formerly of Banana Republic and Burberry, took the helm as creative director with a goal of broadening the line while honoring Kate’s rich history. Since, the brand has flourished while staying true to its optimistic-yet-irreverent spirit. The brand now offers products in a range of categories including handbags, ready-to-wear, shoes, jewelry, eyewear, stationery and home. In an effort to stay current and relevant to our consumer, kate spade new york was among the first fashion brands to embrace the world of social media in 2010 and launched on Facebook. As a brand, we are dedicated to a progressive approach in the digital space and it is part of our thinking every day. We know our consumer is living online and we set out to meet her there while inspiring her every step of the way. At present, we are active on 7 platforms and remain true to our brand voice, which is the the kate spade new york girl personified. 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. Our team creates unique strategies for each digital platform, understanding that each channel functions in a different way. Our primary goal is to keep our fans and customers engaged. We recognize the importance of providing them a compelling reason to follow our brand 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. Facebook – With a fan count exceeding 1M, we pride ourselves in having a large and engaged audience. Our content, posted multiple times daily, consists of original blog content, marketing messages, and exclusive access to sales and exclusives. Twitter – We provide our Twitter community with a glimpse into the interesting life of the kate spade new york girl in 140 characters or less. It’s the best way for our 559k followers to travel along her colorful adventures 24/7. Instagram – After launching our Instagram account in spring 2011, Instagram became the visual component to our twitter account. With a fan count exceeding 510K, we ask users to follow us for a more detailed peek into the world of kate spade new york. Office birthday parties, Sunday brunch and nights at the ballet are just a few of things one will discover. Pinterest – 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 across our fifteen curated branded boards. YouTube – Our channel has come a long way since launching in 2010 with 1.5M views. With a thoughtfully designed branded channel, we are able to present all of our in house created videos in a brand appropriate manner. While our first video only received less than 400 views, we’ve grown since then—our most recent video this holiday has received views just shy of 600K. Focusing on the idea of converging content and commerce, we looked to create a video that was both shoppable and charming. By partnering with Google, the distributed version of the video utilized Google Lightbox and HTML5 (the first video of its kind to do so) to offer an interactive experience with which consumers actually wanted to engage — it was easy to buy from, festive, and unobtrusive despite being as bright and glittery as can be. With successful results that far exceeded industry benchmarks, we’re excited for what’s to come in 2014. Fourquare – Through Foursquare, we are able to provide our community with up to date information on our store locations both in the United States and abroad. We’ve taken it one step further and offered our followers tips to local retail shops, restaurants, and unique must-see spots in New York City and beyond. Tips are left at brand-approved locations in which the kate spade new york girl would be caught enjoying a perfectly blended cocktail or mini truffle grilled cheese. Each image uploaded on Instagram is backed up by a location check-in on foursquare. Our digital efforts are woven into our everyday life and through social media, we have the opportunity to story tell and engage with our customers often before they convert as customers. Every piece of content we post across our social media footprint is thoughtful and calculated, and ties back to a larger content strategy. We strongly believe that quality content takes focus and provides a curated lens on everything we do digitally. Tons of content does not tell an effective story and each day we challenge our teams to focus, edit and ensure the story we tell across our social media channels is thoughtful while remaining true to our brand voice. We hope you are following along our adventure and if not, you can find us @katespadeny

Strategy and Execution FAST COMPANY: MASHABLE:


Entrant Company / Organization Name

kate spade new york


Entry Credits