Kate Spade appoints new creative director

Tapestry (TPR) has named a new creative director for its Kate Spade brand in an effort to bring a new vision and identity to the struggling brand.

Jonathan Saunders, who spent more than 20 years at brands like Alexander McQueen, Diane von Furstenberg, Calvin Klein, and Tiffany, has been appointed Kate Spade Executive Creative Director, effective August 26.

He will report directly to Kate Spade CEO Eva Erdmann.

Saunders leads the creative effort for a brand that has experienced consecutive quarters of declining sales as aggressive retail expansion to mass markets and discounting diluted the brand’s “accessible luxury” appeal, while a pivot from its “quirky design” roots alienated many long-time customers.   

Speaking to analysts on the company’s earnings call, Tapestry CEO Joanne Crevoiserat confirmed the company’s plan to strengthen the brand and increase investment in Kate Spade.  

“As we continue the work to unlock the full potential of Kate Spade, what gives us confidence is that where we focus and invest, we see signs of progress,” said Crevoiserat.

“The brand has a genuine point of view, rich brand codes steeped in its 30-year history, and infinite potential. I’m looking forward to immersing in the brand heritage and connecting that soul with today’s consumers,” Saunders said in a statement.