Kate Spade builds new online ramp to enhance brick-and-mortar legacy

Reed Karaim

Kate Spade, the women’s fashion retailer, is using its website to drive traffic to its brick-and-mortar stores.

Online shopping is often portrayed as an existential threat to brick-and-mortar retail, but Kate Spade, the high-end women’s fashion and accessories brand, is taking steps to turn its digital presence into a virtual path that leads shoppers to physical stores.

Surveys have shown that 60% to 80% of consumers who shop in stores start their customer journey online, primarily on a mobile device. And Jackelyn Glick, Kate Spade’s director/global retail operations strategy, said the conversion of digital browsers to in-store traffic was a priority for the company.

And she articulated that imperative with a mission statement that was displayed to...

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