Kate Spade Saturday Opens Two NYC Outposts
Kate Spade Saturday opened two stores in this week in NYC: the first is their much anticipated Soho store and the second is a high tech pop-up inside JetBlue's Terminal at JFK Airport. The pop-up will be open from December 9th through the 20th while the Spring Street store joins the existing pop-up in Meatpacking District.
The brand's senior vice president and director, Kyle Andrew, said the pop-ups will remain open right now to help bring awareness to the brand. "Something we learned from the Gansevoort Street pop-up is we like the cool vibe we have there," she told WWD. As a result, the layout and interior design at the Spring Street store is very similar to the Gansevoort pop-up.
Kate Spade Saturday first tested the waters online and a store in Japan before bringing the concept here. "One of the challenges online is romancing the product three-dimensionally." Despite the outfit inspiration, the store is embracing "a grab-and-go mentality and no hovering associates to help consumers put outfits together."
Meanwhile, the JFK pop-up has a different experience all together, one focus on travel and tech. The bright yellow shop was inspired by idea of their shoppers racing through the terminal with last minute shopping to do. Andrew said, "We asked ourselves, 'Where is [the customer] going to be at holiday time?' Rushing through the airport with last-minute shopping to do. It's an unexpected place to do something in an unexpected way."
Shoppers can order through monitors and receive their items via delivery the next day which eliminates the hassle of carrying extra items on the plane. Pretty smart!
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