The British hair tools and implements brand has plans to relaunch and expand its presence in the U.S., with the goal of increasing distribution to salons, premium retailers and specialty stores through 2013. Industry sources believe the company could generate $25 million from January 2013 to January 2014 in the U.S.
“[GHD] remains something of a cult brand in the U.S. as we have focused our attention on other regions and on new product development,” said Paul Stoneham, chief executive officer of GHD worldwide. “The U.S. is our smallest market globally.”
To that end, the company has named its first U.S. president, Dara Pauker, and has unveiled a new advertising campaign featuring company spokesperson Katy Perry this month. In addition, in early 2013, GHD will add a quick-drying, low-heat blow dryer called the GHD Air to its lineup.
“Katy truly represents GHD’s spirit of female transformation and empowerment, and we continue to showcase her in a variety of scenarios,” said Stoneham about Perry, who was introduced to the brand by her hair stylist, Danilo, and has served as its face for two years. “This year, we set out to create a photo series of authentic, powerful beauty. Ellen von Unwerth [who shot the campaign] was able to capture the essence of our brand promise, ‘good hair day, every day,’ in a way that exudes confidence and aspiration exceptionally well.”
GHD’s newest print advertising campaign kicks off in Europe this month and will roll out globally through 2013, with new images launching every few months. Additionally, GHD plans to amp up its American presence by participating in the Ford Beauty Suite during New York Fashion Week, with the promise of increased involvement in upcoming seasons. Pauker, who serves as president and general manager of GHD North America, added that the company has recently launched a new digital engagement platform on its Web site, on which stylists can post videos and photos of their work for consumers.
“The community is growing, we now have over one million fans on Facebook and are able to connect content with stylists and their clients,” said Pauker.
Founded in 2001, GHD is the largest hair care brand in the U.K., according to Stoneham. “Now is the right time for us to focus on growth within the U.S.,” said Pauker. “Studies reveal that more and more American women are using stylers (versus a decline in all other heat tools).”
According to Stoneham, GHD’s top-selling product is the Gold Styler, which comes in half-inch, 1-inch and 2-inch sizes and can be used to straighten hair or infuse waves.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion