FASHION MARKETING
A concept project that explores KHAITE’s expansion into London. Introducing the brand’s quiet luxury to a new global audience. The experience is designed to feel intentional, intimate, and reflective of London’s cultural sensibility—while remaining true to KHAITE’s distinctive identity and refined craftsmanship.
The goal was to create a visually compelling and strategically sound presentation that demonstrates how the brand can grow internationally while staying true to its core values and design philosophy.
Brand Positioning + Strategy
Market Differentiation + Consumer Insight
Sensory Storytelling
ABOUT KHAITE
Catherine Holstein is the Creative Director of Khaite.Raised in Southern California and London, she studied at the Parsons School of Design in New York. In 2016,she launched of Khaite with Assembled Brands. Since then, the brand has expanded to over 40 global retailers, including Saks Fifth Avenue.
With deep personal ties to London and the city’s shared values of understated elegance expanding into London’s market presents a natural next step for the brand. It allows Khaite to connect with a new audience that appreciates quiet luxury and timeless fashion.
WHY LONDON?
London is an ideal city for Khaite’s global expansion due to its vibrant fashion scene and diverse population. Opening a store on New Bond Street would position Khaite alongside top luxury brands, attracting both locals and tourists. The city’s strong online shopping culture also supports success in both in-store and e-commerce channels. London is the perfect market to introduce Khaite’s timeless style to a wider audience.
ONLINE RESEARCH BEFORE PURCHASING
- UK Leads in Research: The UK tops the chart with 54% of luxury consumers conducting online research before purchases, followed by the US (52%) and France (51%), highlighting the importance of an online presence in these markets.
- Preferred Research Platforms: Multi-brand full-price websites are the most popular (39%), followed by off-price websites and department stores (34%), while official brand sites (31%) and luxury forums (29%) also play significant roles.
DISPOSABLE INCOME TRENDS
- Income Growth: Real disposable household income in London is forecasted to grow by 3.2% in 2024, improving disposable income levels.
- Cost of Living Impact: High living costs in London will continue to limit disposable income for households, even as incomes grow.
- Slower Growth Ahead: Forecasted growth rates are expected to slow to 2.6% in 2025 and 2.0% in 2026, indicating limited improvements in disposable income.
WHY NEW BOND STREET?
New Bond Street is one of the most popular luxury shopping destinations. Opening a flagship store here would strengthen Khaite's position as a global luxury brand. The location boosts brand perception and places Khaite alongside top competitors. It offers consistent foot traffic from both locals and tourists, creating opportunities for brand exposure and attracting new clientele.
KHAITE: A STEEPED AFFAIR
A Steeped Affair is a launch event celebrating the opening of KHAITE’s new London flagship on New Bond Street. Hosted at Sketch London, the gathering reimagines the British tradition of afternoon tea through KHAITE’s lens of quiet luxury and modern femininity. The event invites guests to experience the brand’s world through ritual, reflection, and sensory design. Attendees receive exclusive KHAITE x Ginori 1735 tableware and a personalized tea blend.
The event embodies Catherine Holstein’s vision—to create pieces that empower through strength and softness, and to redefine luxury as an expression of presence, confidence, and ease.
NEMI TEAS X KHAITE
KHAITE will partner with NEMI Teas for A Steeped Affair. The collaboration merges craftsmanship and sustainability, offering guests a reflective experience grounded in ritual and refinement.
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2025
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