{
  "id": 13878137,
  "title": "How Kate Spade CEO Eva Erdmann Is Using the Brand's Heritage to Target Gen Z",
  "url": "https://urgent.news/2026/10/11/how-kate-spade-ceo-eva-erdmann-is-using-the-brands-heritage-to-target",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-11T20:52:36.000Z",
  "source": {
    "name": "Time",
    "slug": "time",
    "url": "https://time.com/article/2026/10/11/kate-spade-ceo-eva-erdmann-interview/"
  },
  "original_language": "en",
  "account": "Eva Erdmann assumed leadership of Kate Spade New York in the fall of 2024 to turn around the fashion brand, which has been experiencing declining revenue for several quarters. The brand seeks to target Gen Z consumers nostalgic for the 1990s and drawn to its whimsical aesthetic. South African singer Tyla is the brand ambassador, alongside Ice Spice, Laufey, and Charli D'Amelio. Erdmann believes that \"Gen Z is the most influential generation ever in history.\"\n\nErdmann is leveraging the brand's heritage, incorporating playful elements such as animal-shaped bags, bag charms resembling bagels, and wallets designed to resemble Metro Cards. She emphasizes the importance of optimism, joy, and lightness in a world filled with uncertainty. \"Today, in this world, where everything feels very heavy and uncertain and fragmented and isolated at the same time, I think that a brand that brings optimism and joy and lightness has a role to play—and even more today,\" Erdmann says.\n\nThe Kate Spade brand, named after co-founder Kate Spade, was launched in 1993 with just six handbag designs. The brand was acquired by Tapestry for $2.4 billion in 2017. The creator, who changed her name to Kate Valentine in 2016, passed away in 2018. Erdmann previously worked at L'Oréal, where she held various roles, including serving as the global president of Urban Decay.\n\nErdmann has been in her role for a couple of years and transitioned from the beauty industry to fashion. She highlights the importance of having a strong heritage and a story to tell, as well as the emotional connection brands can create with consumers. Her experience in the beauty industry helped her understand the significance of consumer-centric approaches, building trust through hero products, and maintaining long-term relevance.\n\nOne surprising aspect since joining Kate Spade is the brand's immense emotional connection with its consumers. While Erdmann anticipated strong awareness, the sheer magnitude of consumer affection was overwhelming. The brand receives thousands of heartfelt letters from customers, sharing stories of how Kate Spade has played a significant role in their lives, from first jobs to graduation parties. This emotional bond with customers adds an additional layer of pressure to maintain the brand's core elements while navigating the business transition. However, Erdmann views this mission as even more meaningful, considering the brand's iconic status in the '90s when it was virtually omnipresent.",
  "summary": "Eva Erdmann on her turnaround effort, and how she’s seeking to preserve Kate Spade's history.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}