Business Insider paid a visit to the kate spade new york offices and sat down with Kyle Andrew, the company’s SVP of Marketing. As we discovered when we had the opportunity to pick Andrew’s brain on the brand’s innovative social media strategy, BI learned that kate spade new york’s social side has always had a distinct, innate voice. Thus, the many emerging online media platforms are a natural extension of the brand.
From providing instant feedback to allowing the company to post photos of in-office cupcakes, the opportunities to share that voice with their customer base has been invaluable to the company. Quite significantly, much of what kate spade new york posts across the many social media platforms (Pinterest, Facebook, Twitter, Instagram, Tumblr) isn’t even the brand’s product. Instead, these non-promotional updates continually help shape the company’s image for their audience and customers.
Most important of all, the straightforward nature of sharing the brand’s favorite “patterns, colors, fun food, and classic New York moments” builds up customer loyalty in an appealing way. And ultimately, reaching out to fans via social media isn’t a “side project,” according to Andrew, but an integral new way of selling the product.
Disclosure: kate spade new york is owned by Liz Claiborne Inc. — becoming Fifth & Pacific Cos. in May 2012 — which is the sponsor of this site.