Kate Spade New York: Will Expansion Deepen or Dilute the Brand?

What growth strategy will best support Kate Spade New York’s carefully crafted brand identity?

Keith Wilcox, Eva Ascarza  | Summer 2015
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Center on Global Brand Leadership Case Series

In 2012 Kate Spade New York’s executive management believed that KSNY’s brand equity could be further leveraged to benefit from explosive growth in the global luxury accessories market. Tasked to provide input on how to achieve this goal, the marketing team considered both how to expand the demographics of their customer base and how to brand any new products designed to target these new customers. Based in part on the company’s own market research and interviews with President and Chief Marketing Officer Mary Beech, this case asks students to consider the course of action that would allow KSNY to preserve its established brand identity while continuing to grow sales among its loyal customer base.

Case ID: 150507
Supplemental Materials: Teaching Note
This case is used in core curriculum

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