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Kate Spade

Kate Spade
All Dolled Up

How can Kate Spade create an experiential retail activation that celebrates loyal fans with exclusive delights, while also inviting potential new customers to fall in love with the brand?

What does research show us?

Brands that establish emotional connections with customers strengthen brand loyalty and outperform competitors in sales growth by as much as 85%. 1

Brands that provide excellent customer experience bring in 5.7 times more revenue than those who don't.1

73% of consumers say a good retail experience is essential in influencing their brand loyalties.1

80% of consumers say the experience a brand provides is just as important as the products and services it provides.1

Kate Spade can expand brand loyalty and drive sales growth by delivering an unparalleled customer experience that resonates with today's consumers.

The Idea

Kate Spade stores become the ultimate doll dream house - a refuge from the mundanity of adult life. With over 83% of adults feeling stressed in daily life, we know shoppers are looking for opportunities to recharge. Kate Spade offers that opportunity through imagination and playing dress-up. A chance to reconnect with a childhood sense of play, discovery, and confidence.3

This is All Dolled Up.

The Execution

To successfully support this idea, we knew our activation had to be:

Fully Immersive

Every detail needs to make guests feel like they are truly in a doll house

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Uplifting and Encouraging Proves to guests that this is a safe opportunity to step out of their comfort zone and treat their inner child 

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Harkens back to Barbie dream house in a way that resonates with customers 

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Perks for existing customers, incentives for new customers 

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Wrapping things up...

This activation is poised to be successful because every detail is thought out to surprise and delight guests in a way that fosters an emotional connection and builds brand loyalty - ultimately driving sales.


Kate Spade’s imaginative product lines and playful brand personality are already complementary to a dollhouse motif. So through implementation of fully immersive and nostalgic details in every inch of the store, the brand can create an impactful and memorable experience.


Play opportunities and gifts make the experience uplifting and rewarding for both long-time and new customers alike, encouraging them to return to Kate Spade in the future.

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“Playing dress-up begins at age five and never truly ends.”
- Kate Spade

The Team:  Amber Bills & Taylor Sarlo

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