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Dallas Escada Trunk Show Brings $1.5M

DALLAS -- A four-day trunk show that ended Saturday at the Escada boutique here rang up a record $1.5 million in orders.<BR><BR>Bill Dodson, who owns the Escada shop that is connected to his Lilly Dodson boutique at Highland Park Village, called the...

DALLAS — A four-day trunk show that ended Saturday at the Escada boutique here rang up a record $1.5 million in orders.

Bill Dodson, who owns the Escada shop that is connected to his Lilly Dodson boutique at Highland Park Village, called the collection “truly vintage Escada, reminiscent of the collections that came out in the early Eighties, though it’s definitely modern.”

Ron Frasch, president of Escada U.S.A., said the company has had an exceptional season with fall trunk shows, pulling in a total of $1.2 million at Neiman Marcus’ three units in Chicago and $800,000 at Escada Plaza in Palm Desert, Calif.

The event here started last Wednesday evening with wine and hors d’oeuvres served to a standing-room-only crowd of about 650 in a tent in front of the store. A sudden rainstorm threatened to flood the tent but didn’t, as customers edged away from the canvas walls and watched all 166 outfits strut down the runway.

Of the more than 2,000 pieces sold, bestsellers included a red wool gabardine fitted dress with brass buttons for $1,500 and a cobalt blue wool crepe jacket with black velvet insets for $1,120, with a matching skirt at $500 and a royal and black dalmatian print silk blouse for $760.

The runway show opened with 24 Escada Sport outfits, which also drew an enthusiastic response.

“We probably booked 200 or 300 pieces, without really having the whole collection in the store for our customers to try on,” Dodson pointed out, noting those bookings were on top of the $1.5 million done with the collection.