Image Courtesy of Target
April 3, 2025
Will the Kate Spade x Target Collection Drive Sales, and Does it ‘Cheapen’ the Designer Brand?
Kate Spade New York is set to engage in a significant collaboration with Target, according to an April 2 press release from the big-box retailer, with the collection offering up more than 300 items from the famous designer label.
“With versatile pieces that work for every occasion and can’t-miss prices, this partnership brings together Kate Spade’s signature style with Target’s legacy of making the best design accessible to all,” said Jill Sando, EVP and CMO at Target, in a statement.
“Our teams worked together for two years to create this collection, and I can’t wait for consumers to see everything we have to offer,” Sando added.
The collab kicks off on April 12 nationwide, with a particular focus on women’s, kids’, and baby apparel and accessories. Handbags, home accessories, and other “entertaining must-haves” will also be showcased as part of the Kate Spade New York x Target collection.
Price-conscious consumers may also be thrilled at the news, as over half of the product lineup is slated for a price point of $15 or less, with prices starting at a rather modest $5.
An extensive lookbook has been released in advance of the partnership’s launch, complete with pricing, product descriptions, photos of a variety of items, marketing videos, and a helpful FAQ. Everything from a Kate Spade checkerboard (and serving tray) and charm bracelets to colorful crossbody bags and midi and maxi dresses are featured in classic yet modern stylings.
Social Media Users on Reddit Torn Over Kate Spade x Target Collab as It Draws Mixed Early Reviews
Social media users on Reddit were keen to discuss the collaboration, as one user’s positive review of the sneak-peek version of the collection drew hundreds of passionate comments.
“I just saw this new collab and loved the colors and the charms! What do you think? Here [are] some of my faves,” xatidi wrote, drawing over 600 upvotes.
“I think it’s cute. Not for me, but cute,” wrote a second commenter, who was immediately replied to with a retort seemingly conjuring the controversial issue of Target’s turbulent sociopolitical stances.
“Agree it’s cute. But I’m still not going to shop at Target. They’re dead to me,” jaderust stated. That subthread continued with several nested comments (largely upvoted) implying that political stance was preventing once-loyal shoppers from frequenting Target at all.
Other onlookers were more critical of the aesthetic and quality of the items themselves.
“The designs are surprisingly generic — even in the official launch shots, which are supposed to wow us, they give Shein fast fashion vibes. The sad part? We know it will NOT come with Shein prices. You’re essentially overpaying for something that looks like it could’ve come from any low quality mass-produced manufacturer in China,” BrownGirlCSW wrote, to which another user replied: “Fully agree. I’m kind of surprised Kate Spade did this partnership. It cheapens them as a brand in my opinion.”
“I find it a bit of a ‘yikes’ move for the business only because it looks nearly indistinguishable from the clothing etc. sold in the specialty and outlet stores. I’d be questioning why the clothing in Target is $35-50 a piece when the specialty clothing goes for anything between $100-1000 for the same materials (polyester). The KS specialty stores already struggle massively because the brand prioritises its made-for-outlet collections. This is going to hurt them even more. It also reiterates to me that KS is basically just a fast fashion brand now,” Numerous_Lynx3643 wrote.
“Some of it is cute though!” they added, before later returning to add a supportive note about the prolific DEI-related concerns being echoed in the thread.
Discussion Questions
Will the Kate Spade x Target collection succeed, despite mixed social media reaction?
Are concerns over Kate Spade “cheapening” its brand valid, or is it wise of the designer label to broaden its appeal to more price-conscious retail consumers?
Poll
Loading …BrainTrust
Ricardo Belmar
Retail Transformation Thought Leader, Advisor, & Strategist
DeAnn Campbell
Head of Retail Insights, AAG Consulting Group
Jeff Sward
Founding Partner, Merchandising Metrics
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Collaborations with premium brands are not new for Target. Liberty, Lilly Pulitzer, Marimekko, Hunter, and many others have all partnered with Target. It did not cheapen those brands because the collections are capsules and not versions of regular products. Target usually executes its collaborations in-store well, but it needs to watch this in light of falling standards. Does it drive sales? Yes. Does it drive sales enough to offset the issues elsewhere in the business? No.
It was good to see Lilly Pulitzer have a reinvention… in the decades since resortwear become universal wear. As an adult, before Target collab, I bought a dress based on the print from their site. But my memory is of my grandmother buying me an item many years as Easter present… from Worth Ave, Palm Beach. She’d get her hair done; I would window shop & then we’d go to LP store. LP was symbolic of the vacation/far different from life in NJ. Always a bummer when I outgrew the clothes. Fast forward to ebay- lots of LP there!, but nothing as special as childhood photos.
Designers have long offered differing lines at a variety of price points, so this isn’t remarkable. In short, it isn’t foredoomed ; but that’s by no means the same thing as saying it will succeed: while it’s true that successful brands (can) offer differing price points, it’s also true that down-marketing is common for failing brands. I won’t presume to know which is the case here.
Target’s cheap chic and collaboration with designer brands have always been successful. More, please.
Target has had much success with these designer collaborations in the past, and I expect this will be similar. Will it drive enough net sales to move the needle on revenue after a challenging run of disappointing quarters for Target? Hard to say as Target has been in the news and in consumers mindset for many wrong reasons lately. Hopefully this will appeal to many Target “cheap chic” shoppers and help bring back the Target so many consumers loved at its peak!
Target has a long history of success with exactly this kind of collaboration. I’d like to say that there’s every reason to believe Kate Spade can join that club of success stories. Except…I’ve never seen the kind of social media reporting, pre-launch, that is being described here. It’s almost as if the influencers can’t wait to bash the collaboration, any collaboration, based on Target’s recent behaviors in social and political issues. That’s unfortunate, but I guess it’s a new reality in today’s market.
No, Kate Spade is not cheapening its brand, and yes, it makes sense to broaden the appeal to a more price-conscious consumer. The interesting new variable is wading into a political environment that never used to be an issue with these collaborations. Let’s see how it plays out.
Agree Jeff. Its a new force at play for their typically successful collaborations.
A potential challenge is competition from other brands that have similar collaborations, which may saturate the market. As a result of the mixed social media reaction, consumer perception may be affected and initial sales may be dampened.
It is possible that some consumers will be attracted to the brand’s new direction, while others may perceive the move as a departure from its traditional values, thereby alienating loyal customers. The impact on sales will ultimately depend on how effectively Kate Spade manages the narrative and addresses consumer concerns.
Luxury brand collabs are business as usual for Target and have become an integral part of their brand experience. Even Michelle Obama wore a Jason Wu dress from Target at a White House event. It’s unfortunate that Target does such a great job at brand partnerships, but can’t seem to fix their operational and values issues that are currently driving their performance challenges.
Target’s premium collaborations (like Apple, FAO Schwarz, Marks & Spencer) are a differentiator. Adding this Kate Spade collection is an on-brand fit for Target’s colorful, cheerful and stylish assortment. Target will attract more traffic and Kate Spade will boost brand reach.
Both brands, Target and Kate Spade, have some hurdles to overcome. Target, to get on with retail delights beyond its social media tumult. Kate Spade to keep designs forefront & light-heartedness in tact. (After the founder’s passing, plus the many changes in brand ownership).
The press releases go heavy on the “price point of $15 or less, with prices starting at a rather modest $5.” If the marketing goes heavy messaging on the discount level price… the branding could lose its sheen. Less of the “capsule” status aimed for.
1) yes, consumers will only become more & more price conscious. But 2) the USA has YEARS of this government still to get through. It’s far too early to be riding revenue based on low price point…unless that is just select items for Target. 3) Further bifurcation of consumer spending power is just starting. Strategies will need to be for each end of economic spectrum… knowing that the higher end can shop anywhere (incl big box).
The Kate Spade x Target collab feels similar in cache to what Kendra Scott brought to the table. Twelve weeks post-launch, Kendra Scott saw a 45% lift in total retail sales and a 25% increase in e-commerce purchases, benefits that Target also shared through increased revenue and access to a new customer segment. Given Kate Spade’s already strong brand recognition, it’ll be interesting to see what type of “scores on the board” this partnership drives!