NEW YORK — With a little advice from Patricia Field, HSN is about to get a bit more fashion savvy.
The stylist has teamed with the shopping network on an exclusive brand, Destination Style New York, launching on TV and on hsn.com on Sept. 23. The collection, designed by Field and longtime House of Field designer David Dalrymple, is made up of 50 pieces ranging from sportswear and denim to dresses and accessories. The line will sell exclusively on HSN for five consecutive days beginning on Sept. 23.
Mindy Grossman, HSN's chief executive officer, explained the collaboration as an "event with product benefits," saying the company will begin to build buzz around the brand with an event during New York Fashion Week. The event, which will include a runway show, will be broadcast on HSN and hsn.com at the time of the launch. A microsite will launch on hsn.com immediately after the show to give consumers the opportunity to preorder product.
"Our goal is to grow our customer base while enticing our current customers to buy across more categories," Grossman said. "This collection is very accessible, with something for everyone. We have the iconic flower dress from the beginning scene in the 'Sex and the City' movie, but we are also selling the flower as a pin, so customers can have just a piece of what we are offering."
The show, which will air each night for a minimum of two hours, will have Field guiding viewers through new ways to wear each piece.
"We want to use the show in a much more editorial sort of way, which is so much more interesting for the viewer," Grossman added. "It's an intimate way to share our product with millions of people."
Field said that while many of the pieces will be recognizable to the viewer, such as the House of Field dress Carrie wore in the movie, there are many items in the line that were inspired by other periods in her career as a stylist and retailer. There's a T-shirt dress printed with Field's iconic Martine illustrations, a black and red rose-print dress with a patent leather belt, a sequin blazer and a series of accessories to go with each look. The collection will retail from $39 to $199."It's like my store [located at 302 Bowery here], anyone can go in and find something — it's a store of items," Field said. "This line allows people to discover a piece that speaks to them."
Grossman said HSN plans to advertise the brand in print as well as on the Web. Those details are still being worked out. She declined to give sales expectations for Destination Style New York, but industry sources predict it could generate in excess of $8 million.
Field, who also has collaborations with Barbie (contemporary apparel exclusively at Macy's Inc.) and Payless ShoeSource, joins a range of other fashion brands on HSN. The network sells apparel from such brands as Miss Tina by Tina Knowles, Scoop Style, Three Dots and Suzanne Somers, among others.
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