New York -- Kate Spade New York said Tuesday it is unveiling a new apparel and accessories brand, Kate Spade Saturday, which will officially launch in Japan in February 2013 through e-commerce at Saturday.jp and a flagship store in Tokyo.
The company said the brand, which is based on the spirit of Saturday seven days a week, is expected to launch exclusively online at www.saturday.com in the U.S. in spring 2013. A selection of product from the spring 2013 launch collection will be sold on fab.com prior to the U.S. launch.
Kate Spade Saturday is expected to arrive in Brazil through e-commerce and stores in early fall 2013, said the company.
To achieve its objective of having an innovative approach to retail both online and in-stores, Kate Spade partnered with digital agency Huge Inc. to produce a website that features product-focused editorial content integrated seamlessly throughout and includes fans' tweets and images online.
For its retail spaces, Kate Spade Saturday worked with architects Work Architecture Co. to design a store concept that celebrates the social side of shopping while still keeping it a simple grab-and-go experience. iPads will be strategically stationed throughout the shop, featuring marketing messages, blog content, campaign videos and user-generated images. As a special nod to the brand's American roots, flagship stores will each house a cafe featuring rotating American food vendors. New York City pretzel shop Sigmund's Pretzels has signed on to partner with Kate Spade Saturday for the flagship in Tokyo.
“Through ongoing research, we saw an opportunity in the market to engage a new customer base – one that aspires to be a part of the Kate Spade New York brand. Kate Spade Saturday is born from the core values of Kate Spade New York, but is realized in a new and exciting way for this younger customer," says Craig Leavitt, CEO of Kate Spade New York.