A Pretty, Preppy Brand Extension: The Kate and Jack Spade Collections at GapKids

By Maryann Mitkowski

November 13, 2014

982

The Kate Spade career girl now has children of her own, and she wants them looking fancy and fabulous.

 

For two fleeting weeks, GapKids offered the Kate Spade New York and Jack Spade collections for toddlers and kids. This limited-edition brand extension is an example of Leveraging a Customer Base  (#6 on our list of 10 Ways to Extend Your Brand). GapKids is selling to fans of Kate and Jack Spade's unmistakeable style – colorful, chic, clever – who are moms, dads and aunties looking for children's apparel for their dapper little ones. 

 

Inspired by a backstory of a young brother and sister who embark on a magical holiday adventure to their grandmother’s house, the collection has the playful, bold quality that Kate Spade fans love.

 

 

The collection revisits Kate Spade New York favorites and reimagines them for this new market, as in these girls' gift bow ballet flats (at left) that recall Kate Spade Fiona flats (at right).

 

 

Jack Spade's backpack for kids (left) reflects the favorite camo bag for men (right).

 

 

The signature Kate Spade voice is apparent in cheeky statement tees and accessories.

 

 

The peek-pocket tee for boys (at left) inherits the wry humor of Jack Spade mens' Bah Humbug hat (at right).

 

 

If the buzz was any indication, this collection was just the thing for followers of the luxury powerhouse brand, whose earnings were surging according to a Forbes article in August 2014. It might be the cherry on top of the Kate Spade sundae, and a sign of more brand extensions to come.

 

 

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