Nicola Glass, the creative director of Kate Spade, is set to depart from the company.
Kate Spade, the iconic fashion brand known for its playful and functional design ethos, is undergoing a significant transformation as it aims for a turnaround in its business. The changes, which include the creation of new executive roles and leadership shifts, are designed to modernize the brand and meet evolving consumer preferences.
The second quarter of 2023 saw Kate Spade report the highest digital sales penetration within the Tapestry conglomerate. This success is attributed to the brand's efforts to attract new customers through digital channels, with around half a million new customers joining the brand in North America alone. However, the brand's latest quarter saw a 12.7% decline in sales, highlighting the need for further changes.
As part of the turnaround plan, two new positions have been created: Senior Vice President of Brand Concept and Strategy, and Head of Product Design. The former will be filled by Kristen Naiman, who was previously the Senior Vice President of Brand Creative for seven years. Naiman will report directly to CEO Liz Fraser, who took over the role a couple of months after Anna Bakst's departure late in 2019.
The departure of Creative Director Nicola Glass, effective April 1, is also part of the strategic turnaround plan. Glass joined Kate Spade in early 2018 and oversaw all accessory hardware and technical design, and sourced and developed all leathers and fabrics. Her tenure saw the introduction of initiatives like AI customization tools and eco-conscious collections, reflecting a renewed emphasis on integrating technology and sustainability within creative offerings.
The new roles and changes are intended to ensure a consistent brand experience across all customer touchpoints and rebuild the company's core offerings. The plan also involves modernizing the brand experience across all digital platforms.
Jenny Campbell, who joined Kate Spade as the new Chief Marketing Officer in November, will play a key role in these efforts. The company is performing well in its digital channels, according to Tapestry CEO Joanne Crevoiserat.
The changes aim to preserve Kate Spade’s playful and functional design ethos while modernizing the brand to meet evolving consumer preferences and competitive pressures. Key elements of the turnaround involve incorporating advanced technologies like AI for product personalization to enhance customer engagement, expanding sustainable product lines, and revising leadership roles to specialize in innovation, operational excellence, and market expansion.
However, specific new titles or exact role names created in the organizational restructuring have not been explicitly disclosed in the sources provided. The brand remains committed to its vision of offering stylish, affordable, and accessible products to its customers.
[1] Sources: Tapestry Inc., Kate Spade New York, Business of Fashion, Women's Wear Daily.
- The Senior Vice President of Brand Concept and Strategy, a newly created role, will be filled by Kristen Naiman, who was previously the Senior Vice President of Brand Creative for seven years.
- The departure of Creative Director Nicola Glass, effective April 1, is also part of the strategic turnaround plan, with Glass overseeing all accessory hardware and technical design, and sourcing and developing all leathers and fabrics during her tenure.
- Jenny Campbell, as the new Chief Marketing Officer, will play a key role in modernizing the brand experience across all digital platforms and ensuring a consistent brand experience across all customer touchpoints.
- The turnaround plan incorporates advanced technologies like AI for product personalization, expands sustainable product lines, and revises leadership roles to specialize in innovation, operational excellence, and market expansion, while preserving the brand's playful and functional design ethos.
