Affinity and interest map
The passion point and aesthetic signal sets, read head to head. Purchase motivators have their own page.
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
Overlap is the share of the brand cohort's posts carrying a signal. Affinity is that rate divided by the panel baseline. Kate Spade and Coach are plotted together so the head to head is visible on every signal.
- Designer fashion1.66 / 1.97
- Work & professional1.21 / 0.36
- Affordable fashion0.28 / 0.22
- Travel & lifestyle0.25 / 0.14
- Beauty & makeup0.12 / 0.23
- Nightlife & events0.08 / 0.13
How to read it: affinity 1.00 means the cohort talks about a signal at the panel baseline rate. 5.2 is the top of the measured range, Coach on vintage retro.
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.
Nightlife and events 0.08, beauty and makeup 0.12, travel and lifestyle 0.25, glam evening 0.00. Neither brand is present in these conversations inside the handbag panel.
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.