Kate Spade is calling store associates muses

Wikimedia CommonsExpect changes in Kate Spade stores.



dmoz.orgKate Spade is giving more than 100 of its stores major makeovers, Buzzfeed reports.
Now, shopping experiences will be referred to as "guest journeys," the company's chief marketing officer, Mary Beech, told Buzzfeed.
These experiences, Buzzfeed reports, may include candy, confetti, birthday candles, Polaroid stations, and guest books.
With these changes, sales associates will be called "muses," similarly to how Lululemon's sales associates are "educators" and Apple's associates are hailed to be "geniuses."

This is intentional.
"We realized being called a sales associate did not represent that change and that being called a muse - a muse of style, a muse of lifestyle, a muse of the interesting life - was a nice way to manifest that change for them and to say to the associate: 'Your job is now not just a sale. Your job is first and foremost to authentically engage with that customer how she wants to experience Kate Spade that day,'" Beech relayed to Buzzfeed.

"That change, I think from an associate to muse has been incredibly empowering to our associates."
"The muses are now trained when someone comes in to obviously greet them, which is the nice thing to do, but the first thing isn�t showing them a product unless they come in and say, �Oh my gosh, I need a dress for a party," Beech said to Buzzfeed. "The experience should be very much personalized and responding to you and what you�re looking for versus trying to sell an individual item."

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