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Brief Published: 16 Mar 2012

Kate Spade’s Pop-Up Tour


Highlighting the long-term romance between fashion and music, US fashion brand Kate Spade has taken to the road to promote its Spring/Summer 2012 collection, which features a textile print by the late Australian designer Florence Broadhurst.

Housed in an old-fashioned bus decorated in the print, the nomadic pop-up, which kicked off in New York City in February, has made stops in three US cities – Los Angeles, Seattle and, most recently, at the South by Southwest media and film festival in Austin, Texas on March 15.

Inspired by American female music icons, such as Blondie’s Debbie Harry and The Supremes, the tour offers consumers an entertaining retail experience with prizes and limited-edition products alongside a live musical line-up, including retro-inspired US band Vivian Girls.

With music central to the lives of many young, fashion-conscious consumers, it makes sense for brands targeting this market to align themselves with modern musicians (see Stylus’ report Rock and Roll Hotels for deeper insights into this demographic).

Also, see Nomadic Retailing for more on the power of the touring pop-up.

Kate Spade

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