Eva Erdem was appointed as the CEO of the Kate Spade New York brand in Fall 2024. She is tasked with revitalizing this fashion brand, which belongs to Tapestry. The brand's revenue has declined over several seasons, and Erdem is looking to change this situation by simplifying the business and targeting Generation Z, who are interested in the nostalgia of the 90s and have been drawn to the brand's appeal.
Using Brand History to Attract Generation Z
Eva Erdem believes that Generation Z is "the most influential generation in history." She is striving to reflect a sense of joy and fun in the Kate Spade brand. Her initiatives include collaborations with South African singer Tyla, as well as campaigns featuring Ice Spice, La'Fouy, and Charli D'Amelio. Erdem emphasizes the importance of creating a sense of positivity and optimism in today's world, stating: "A brand that brings joy and brightness plays an important role, and that is exactly what we are creating at Kate Spade."
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Challenges and Opportunities in Brand Revival
The Kate Spade brand, named after one of its founders, Kate Spade, was launched in 1993 with six handbag designs, sold to Neiman Marcus in 2006, and later transferred to Liz Claiborne and then to Tapestry for $2.4 billion. Kate Spade passed away in 2018 and changed her name to Kate Valentine in 2016 to separate her two worlds.
Erdem, who previously worked in the beauty industry, particularly at L'Oréal, emphasizes the importance of maintaining brand identity as she transitions to the fashion world. She tells her team that they must move forward while respecting the past. Erdem states: "You have to go back to what made the brand unique, and this principle becomes the compass for everything you do."
The Kate Spade brand was recognized as a social phenomenon in the 90s, and Erdem believes that this history should remain at the forefront. She believes that brands shape culture alongside selling products and help individuals gain a different perspective on themselves.
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