Kate Spade "Add And Subtract" And Use The Road Of Transformation.

It is reported that Kate Spade is also actively distributing the Chinese market. Currently, there are 25 stores in mainland China. In February 2014, the Kate Spade company tightened its proxy in the Asia Pacific region through the transaction and withdrew its Southeast Asian agent from the Hongkong agent Globalluxe, its brand Kate Spade New York Xun, with a transaction price of US $34 million. Craig Leavitt said that the group aims to locate the international business target two times of the North American region, that is, it hopes that the international community can also take up the 2/3 of the group, and the first expansion of the market is Asia, Latin America and Europe. Up to now, Kate Spade's international business accounts for only 20% of the group. Its goal is to reach 1/3 at the end of 2016.

Kate Spade, which is facing the risk of slow growth, has recently entered into new cooperation agreements with several companies, including women's clothing, children's wear and home furnishing, etc., to promote the company to become a global lifestyle brand through the comprehensive expansion of multiple categories of businesses.

Last year Kate Spade had tasted the sweetness of cross-border licensing cooperation. It has launched a series of holiday home gifts with high-end home furnishings brand Lenox, which has increased its sales volume by 20% over the same period last year. So it is ready to cooperate with the launch of a new series of kitchen accessories this year. The 116 items include cookware, tableware, cutlery, glassware and so on.

Not only for kitchen products, but also for the launch of home furnishing series, Kate Spade has also entered into new partnership with several companies, including bedding and bathroom products in partnership with DWI, furniture series with E.J. Victor, fabric and wallpaper with international fabric brand Kravet, and the largest hand-made carpet manufacturer in India. Jaipur Cooperative carpet products.

In terms of clothing, first of all, fitness clothing category, Kate Spade and the United States yoga clothing brand Beyond Yoga to launch the 2016 spring Limited Edition Athleisure series; in addition, this autumn you can also see the Kate Spade New York program will launch the children's clothing series, including children and baby clothing, the series authorized to New York Tawil Associates company, including 3 month old baby clothes, facing the age of 6 months old baby and 7-14 year old girl, and the "2016" spring pajamas series, and has reached the licensing agreement with them. This series includes pajamas, a full set of separate casual family casual wear and wedding capsule series.

Besides, in October this year, you can still buy it. Kate Spade In collaboration with Magnolia Bakery, a New York chain baking house Magnolia cake shop, it has launched a single product including tea cups, cake boxes, handbags, banana pudding satchel bags, illustrations, handbags and recipes.

Craig Leavitt said that the strategic partnership is an important part of our overall strategy and an essential part of the expansion of our product category. He said, pushing the company. To grant authorization Revenue is a key goal of expanding our profit through cooperation. We want to make sure that we enter every product category in a genuine way of brand. I think this is part of the winning magic, and we will continue to launch these new product categories. "

"But it is hard to say whether consumers will pay for their multi product category transformation." Zhou Ting believes that, on the one hand, GUCCI and other high-end luxury brand lifestyle extension has more brand effect. On the other hand, Kate Spade can not exceed the lifestyle cost of lifestyle brands, such as Zara, UNIQLO, Muji and so on. It has entered the lifestyle fast fashion brand, but also directly competes with IKEA's professional lifestyle brand. In the short term, consumers may have novelty and buy new effects, but in the long run, their performance is unlikely to improve significantly.