# Kate Spade aims for growth with new marketing leader The brand looks to rebound after declining sales. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-07-17 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/017d81ee-3f10-40cf-927c-4f35efcad716 ## Kate Spade announces new marketing leader Kate Spade has appointed Allison Badea as its new chief marketing officer, aiming for growth after declining sales. Badea brings extensive experience from L'Oréal to contribute to the brand. ## Allison Badea's background Badea previously served as global senior vice president of Maybelline New York at L'Oréal. She also gained significant experience working with brands like Kiehl’s and Giorgio Armani Beauty. ## The brand's current situation Kate Spade, part of Tapestry Inc., experienced a 10% drop in sales last quarter. Despite this decline, the company's overall performance remains positive. ## Rebound strategy Kate Spade aims to revitalize the brand under Badea's leadership. The brand plans to reconnect with consumers by offering optimism and connection. ## Tapestry's overall performance Tapestry Inc.'s overall sales saw double-digit growth, with net income increasing by 70% to $343.8 million. The Coach brand also recorded significant growth. ## Future goals Kate Spade aims to revitalize the brand with new leadership, promising growth to consumers. Brand strategy and marketing will play a crucial role in this process. ## Sources covering this story - https://www.marketingdive.com/news/kate-spade-names-chief-marketing-officer-allison-badea/825558/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._