Affinity and interest map
Head to head affinity for Kate Spade and Coach across passion points and aesthetics.
All figures measured from the dig Creator Panel: 60 Gen Z creators, 30,079 posts, Aug 2025 to Aug 2026.
Kate Spade wins on craft and function, not on culture
This page is the brand comparison: how often each brand's cohort talks about a signal against the panel baseline. For what the audience talks about regardless of brand, see cultural passions. For where the brand can act on it, see cultural territories.
Overlap is the share of a brand cohort's posts carrying a signal. Affinity is that rate divided by the panel baseline, so 1.00 is the baseline and 5.2 is the top of the measured range, Coach on vintage retro.
Affinity and overlap, side by side
| Posts | Verdict | |||||
|---|---|---|---|---|---|---|
| Designer fashion | 1.66 | 54.1% | 1.97 | 64.1% | 178 | Contested |
| Work & professional | 1.21 | 6.7% | 0.36 | 2.0% | 22 | Contested |
| Affordable fashion | 0.28 | 9.1% | 0.22 | 7.0% | 30 | Neither |
| Travel & lifestyle | 0.25 | 1.5% | 0.14 | 0.8% | 5 | Neither |
| Beauty & makeup | 0.12 | 0.6% | 0.23 | 1.2% | 2 | Neither |
| Nightlife & events | 0.08 | 0.6% | 0.13 | 1.0% | 2 | Neither |
Where a measured post set exists for a space, the posts figure opens the six most viewed posts behind it.
Practicality and capacity 3.31, quality and craftsmanship 3.26, minimalist classic 2.23, review and recommendation 4.31. Kate Spade's owned ground is functional and craft led, and it gets stronger the tighter the cohort is defined.
Vintage retro, Coach 5.21 against Kate Spade 0.15. Secondhand and sustainability, Coach 3.90 against 0.17 via Coachtopia. Both locked.
Cohort definition: Posts where the brand is named and the bag is the subject of the post, rather than a passing mention in a multi-brand list.
Affinity formula: Affinity index = the rate of a signal inside the brand cohort divided by its rate across the full creator panel. Overlap = the share of the brand cohort carrying that signal.
Brand attribution in the creator panel is text-based, so every cohort was re-tested with a subject filter to remove passing mentions. Signals that did not survive that test held under the tighter cohort definition. Affordable fashion read 1.50 before passing mentions were removed and 0.28 after, so it sits outside the reported set.