Kate Spade taps Anna Kendrick for shoppable video campaign
The film, made in the lead-up to the brand’s Spring 2020 fashion show, came as part of a contest that gave one Kate Spade fan the opportunity to follow along with Kendrick as she prepared for the NYFW event. As an added boost to the film, Kate Spade also created short, shoppable video segments for social media, which showed the actress and the winner sharing their favorite pieces from the Fall 2019 collection, including pumps, rings, dresses and handbags.
Featured pieces from the fall collection, which is currently available in stores, are able to be purchased through links to Kate Spade’s digital channels that are embedded into each video segment.
Previously, Kendrick has featured in other shoppable mobile videos for Kate Spade, including the brand’s 2014 holiday campaign and the running 'Miss Adventure' film series.
The video campaign marks Kate Spade’s latest move targeted at the modern consumer, as the brand struggles with low sales and excess inventory.
Owned by Tapestry, Kate Spade has taken additional steps to refresh its image through new and exclusive partnerships, including the launch of a 70s-inspired collection of wood sandals with Dr. Scholl’s last week.
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