Just Fab!

Observations February 20, 2013 12:48 pm

Kate Spade is launching new diffusion line, Saturday, in the US in March. But the brand has already pre-launched the collection on Fab.com with a pop-up sale! Genius! The new line is more playful and modern (not to mention more affordable) than the classic collection, and it’s a natural fit on Fab.com. The clothing, accessories, and even home goods blend in with the typical Fab.com merchandise:

Which one is Kate Spade?

And umbrellas… with the Kate Spade variety falling in a mid-range price.

Can we call this pre-launch a new type of ‘native advertising?’ Hot right now in the publishing world, native advertising replaces traditional display ads with sponsored content. After all, isn’t this Kate Spade Saturday product preview sponsored content on Fab.com? It may not be a sponsored post (as is the style indicative of most native advertising), but Kate Spade is leveraging the Fab.com platform to reach a new audience. And instead of trying to reach this new audience with a traditional display ad (that they could choose not to pay attention to), Kate Spade is integrating their content (product choices) into the regularly scheduled Fab.com marketplace. It seems to be working, too. Several products have already sold out and more are approaching sell-out– a great, natural way to create buzz and anticipation for the official launch in March.

Smart move, Kate Spade! A great example of how to innovate in the digital advertising landscape with smart placement rather than annoying advertising displays. The only misstep I see is in the shipping schedule- 14 to 25 days, which puts products in the hands of early buyers at or near the time of official launch. It would have been smarter to expedite shipping so that when the customer wore/used the new product and friends asked them where they bought it, they could also spread the word about the new product line before it launched. Of course, people can still spread the word after it’s available everywhere, but it would have been great if Kate Spade had leveraged these early buyers to contribute to the pre-launch buzz… effectively doing the brand’s marketing job for them.

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