RTG has first been tasked with the development and implementation of a China focused integrated marketing communications strategy for KSNY.
The brand already has stores in Japan, Korea, Hong Kong, Taipei and Dubai. In May 2011, Kate Spade New York announced a joint venture in China with the E.land group to create a significant brand presence. The brand plans to grow to nearly 300 points of distribution by 2020; the brand has three stores in Beijing and two in Shanghai. RTG is working with KSNY as its plan to open more stores in the next 2-3 years outside tier one cities in China.
James Chang, the brand’s managing director for China, cited RTG's ability to develop strong long-term strategies for the business, while also managing the execution of those strategies, as reasons for the selection.
Angelito Tan, co-founder of RTG, added added "With lots of international fashion and lifestyle brands scrambling at the same time in the competitive retail space in China, it is important for brands to determine which types of consumers they are going after. We are targeting female consumers who are confident of expressing themselves in life."
Many international brands have enlisted Asian celebrity endorsers to enhance their affinity among consumers in the region, especially in China, Tan told Campaign Asia-Pacific that KSNY does not have any official brand ambassador both for international as well as China. In fact, Katia Kuethe, the new director of creative at Kate Spade New York, recently told the New York Times that the use of a celebrity just for the sake of using one is formulaic and amounts to paying for exposure.
RTG is a newly formed luxury advisory agency founded by the former managing partners of Proximity Live, Angelito Tan, Jude Robert and new partner Eddie Gao. Since its inception in April it has already scooped two new accounts to its client portfolio: LVMH watch brand Zenith and US-based ready-to-wear brand Lafayette 148 New York.
