Signal territories

Twenty three measured signals from the dig Creator Panel. Every input is measured, the four sub-scores are rescaled from those measured values.

All figures measured from the dig Creator Panel: 60 Gen Z creators, 30,079 posts, Aug 2025 to Aug 2026.

Against the brief

What the brief asked for, and what the data supports

The brief asked for three to five cultural territories. What this data supports is a scored set of content signals, ranked on evidence rather than named on instinct.

Kate Spade's owned ground is practicality at 3.31, craftsmanship at 3.26, customer experience at 2.57 and 2.68 times Coach, and minimalist classic at 2.23.

Naming a cultural territory from these signals is a judgement. The data can inform that judgement and rank the ground it would stand on, and it cannot make the call.

Decision framework

Weight the dimensions that matter to you

Consumer relevance25

Right to play25

White space25

Momentum25

Total 100 of 100

Distribute 100 points across the four dimensions. A weight of zero excludes a dimension entirely.

Each sub-score is relative to the strongest signal in this set, so 100 means highest observed, not a perfect score. The raw measured value sits beside every bar.

Practicality and capacity leads on three of the four dimensions but not on white space, where work and professional and customer experience separate Kate Spade from Coach by more. No single signal leads on everything.

Declining

Three signals are losing share of the cohort

Trendiness & newness

-6.80

points of cohort share per month

Personalisation

-6.25

points of cohort share per month

Bold statement

-3.78

points of cohort share per month

Top three

The signals carrying the recommendation

01Kate SpadePurchase motivators

Practicality & capacity

KS affinity: 3.31
KS overlap: 82.7%
Cohort posts: 272
KS vs Coach: 2.35x
Coach affinity: 1.41
Momentum: +9.80

Composite score

92.5

Consumer relevance100

Raw: 82.7 percent of Kate Spade cohort posts carry this signal

Right to play100

Raw: affinity 3.31 against the panel baseline

White space69.9

Raw: Kate Spade affinity 3.31 against Coach 1.41, a ratio of 2.35x

Momentum100

Raw: +9.80 points of cohort share per month

The four bars are derived scores, rescaled 0 to 100 across the 23 signals, so 100 means highest observed in this set rather than a perfect score. The raw measured value sits under each one.

02Kate SpadePurchase motivators

Quality & craftsmanship

KS affinity: 3.26
KS overlap: 76.3%
Cohort posts: 251
KS vs Coach: 1.57x
Coach affinity: 2.08
Momentum: +5.85

Composite score

78.4

Consumer relevance92.3

Raw: 76.3 percent of Kate Spade cohort posts carry this signal

Right to play98.5

Raw: affinity 3.26 against the panel baseline

White space46.7

Raw: Kate Spade affinity 3.26 against Coach 2.08, a ratio of 1.57x

Momentum76.2

Raw: +5.85 points of cohort share per month

The four bars are derived scores, rescaled 0 to 100 across the 23 signals, so 100 means highest observed in this set rather than a perfect score. The raw measured value sits under each one.

03Kate SpadeAesthetic

Minimalist classic

KS affinity: 2.23
KS overlap: 79.6%
Cohort posts: 262
KS vs Coach: 1.76x
Coach affinity: 1.27
Momentum: +5.86

Composite score

73.1

Consumer relevance96.3

Raw: 79.6 percent of Kate Spade cohort posts carry this signal

Right to play67.4

Raw: affinity 2.23 against the panel baseline

White space52.4

Raw: Kate Spade affinity 2.23 against Coach 1.27, a ratio of 1.76x

Momentum76.3

Raw: +5.86 points of cohort share per month

The four bars are derived scores, rescaled 0 to 100 across the 23 signals, so 100 means highest observed in this set rather than a perfect score. The raw measured value sits under each one.

Ranked live

All 23 signals, ranked


1	Practicality & capacity	Purchase motivators	3.31	82.7%	1.41	2.35x	69.9	+9.80	92.5
2	Quality & craftsmanship	Purchase motivators	3.26	76.3%	2.08	1.57x	46.7	+5.85	78.4
3	Minimalist classic	Aesthetic	2.23	79.6%	1.27	1.76x	52.4	+5.86	73.1
4	Customer experience	Purchase motivators	2.57	31.9%	0.96	2.68x	79.8	+2.33	62.8
5	Status & luxury	Purchase motivators	2.48	60.8%	2.30	1.08x	32.1	+1.06	57.0
6	Product performance	Purchase motivators	2.46	39.5%	1.60	1.54x	45.8	+2.17	55.5
7	Work & professional	Passion points	1.21	6.7%	0.36	3.36x	100.0	+1.36	48.5
8	Pricing & value	Purchase motivators	1.72	20.4%	0.77	2.23x	66.4	-1.19	44.2
9	Designer fashion	Passion points	1.66	54.1%	1.97	0.84x	25.0	-0.86	44.1
10	Romantic feminine	Aesthetic	1.63	9.4%	0.78	2.09x	62.2	+0.07	41.0
11	Quiet luxury	Aesthetic	0.76	3.0%	0.57	1.33x	39.6	+0.85	28.1
12	Travel & lifestyle	Passion points	0.25	1.5%	0.14	1.79x	53.3	+0.26	26.3
13	Affordable fashion	Passion points	0.28	9.1%	0.22	1.27x	37.8	+0.57	25.4
14	Affordability & dupes	Purchase motivators	0.36	4.9%	0.33	1.09x	32.4	+0.16	22.8
15	Streetwear edgy	Aesthetic	0.29	0.9%	0.22	1.32x	39.3	-0.06	22.4
16	Trendiness & newness	Purchase motivators	0.85	34.3%	1.56	0.54x	16.1	-6.80	20.8
17	Beauty & makeup	Passion points	0.12	0.6%	0.23	0.52x	15.5	+0.14	15.4
18	Nightlife & events	Passion points	0.08	0.6%	0.13	0.62x	18.5	-0.21	15.3
19	Bold statement	Aesthetic	0.60	3.6%	1.52	0.39x	11.6	-3.78	13.1
20	Secondhand & sustainability	Purchase motivators	0.17	0.9%	3.90	0.04x	1.2	-0.31	11.6
21	Vintage retro	Aesthetic	0.15	0.6%	5.21	0.03x	0.9	-0.20	11.5
22	Glam evening	Aesthetic	0.00	0.0%	0.51	0.00x	0.0	0.00	10.3
23	Personalisation & unique design	Purchase motivators	0.39	3.6%	1.21	0.32x	9.5	-6.25	7.3

Kate Spade columns in pink, Coach in amber. Affinity is a ratio against the panel baseline, overlap is percent of Kate Spade cohort posts, momentum is points of cohort share per month. White space is the Kate Spade affinity divided by the Coach affinity, rescaled 0 to 100. Select any row for its sub-scores and trend.