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Keeping international expansion on-brand and on-budget
U.S. fashion brand Kate Spade New York, selected Concrete to ensure its international expansion was delivered to plan, and on-brand.
Joanne Zhang
Oct 24, 2022
U.S. fashion brand Kate Spade New York, selected Concrete to ensure its international expansion was delivered to plan, and on-brand.
With its products currently sold in hundreds of stores worldwide, the Kate Spade New York brand has been using Concrete since 2012, when it began plans for an ambitious international expansion.
Spanning a four-year period, expansion would include 40 new stores outside of the U.S, comprising wholly-owned stores, joint ventures, and franchise partners. To execute on its plans effectively, the Kate Spade New York team required not only a well-coordinated roll-out process, but also greater visibility and collaboration across all stakeholders.
Concrete was selected to enable this; providing a platform that would tie together the key teams and stakeholders involved in the process, and allow a systematic and repeatable launch plan.
Using Concrete, store teams could see what each other was doing and keep track of any changes in the phase timings. Through the platform, best practices could be shared, along with store layout designs, collateral, and brand assets. It meant that everyone had access to a single source of truth, controlled by a central team, to ensure the Kate Spade New York brand remained consistent no matter where the latest store was located.
Using Concrete’s store task management system, the team was also able to communicate with each store to check they were executing on-brand, and to plan.
Receiving praise from operational and marketing teams for the visibility it afforded them, and the ability to save time and money, it wasn’t long before domestic stores also joined, creating an end-to-end collaboration network across the entire brand.
Today, no matter whether a wholly-owned store, joint venture, or franchise operation, everyone has access to the same brand materials and operational assets – creating the same delightful, colourful Kate Spade New York experience wherever you are in the world.