Those who know me, know that I adore kate spade--handbags, shoes, accessories... the woman can do no wrong. So I found myself on katespade.com today--no, not shopping (I wish!), I was doing some research for a website I'm working on. No, really!
Anyway, I came across this section, called "Behind the Curtain." Of course, as it happens with the internet, I clicked through and imediately spent the next half hour or so lost in kate's world. It's such a great extension of the brand: what the kate spade design team is listening to, behind the ad campaign, upcoming events, projects, and my favorite, things we love. Things we love is a collage of photos linking to, well, things they love: a youtube clip of Audrey Hepburn in Roman Holiday, The Art Director's Club Young Guns, a book about primary colors (the actual colors, not the political satire). It was a refreshing change from my usual internet stops; I'm going to definitely check it out more to see how often it changes.
In related news, kate also sends out a monthly email, kate's favorites. In it, she lists a few of her favorite ks products: this month it's--among other things-- a wicker clutch (because "dinners al fresco are just around the corner. grab this clutch and head outdoors.”). Maybe it's because I'm a sucker for all things spade, but throwing that little quote in there makes me want the purse that much more--I can envision myself dining outdoors in a fabulous strapless dress, opening my cute little clutch to reapply my lipstick. Brilliant marketing.
Sidebar: A friend/client thought the "Favorites" was so brilliant, she's going to borrow the idea!
In both instances, kate spade has taken her brand and expanded it 2 completely different directions: one in which she sells her wares, the other which has little to do with the products she's selling, and more to do with the lifestyle that accompanies those products.