Isaac Mizrahi has a new way to connect with his customers: the Isaac Mizrahi New York e-commerce site.
Robert D’Loren, chairman and chief executive officer of Xcel Brands Inc., which owns the Mizrahi brand, said the purpose of isaacmizrahi.com was to create one central location that can showcase product available from the brand, while at the same time allow the designer to speak with his customers.
To that end, the site in the fall will launch a module housing social media feeds, video clips and Mizrahi’s lifestyle blog, so consumers can better understand both the brand and what inspires the designer’s style. For now, Isaac Mizrahi New York Pink Label — which includes sportswear, dresses, footwear, handbags, eyewear, watches accessories and fragrance — will be available for purchase. Come fall, the Web site will expand to include items from Isaac Mizrahi New York Black Label, higher-priced merchandise offerings in cashmere, silk blouses and mikado dresses and classic denim.
“This marks the beginning of the implementation of our social media strategy for Isaac....We want our Isaac Mizrahi customer to experience one brand in all the channels, with one consistent experience. This is the ideal way to be truly omnichannel,” D’Loren said.
The brand is already in the department store channel, on interactive television via QVC and in two freestanding stores. E-commerce is the fourth and final leg of a four-pronged strategy.
For now, fulfillment will be from its freestanding stores in Southampton, N.Y., and Atlanta. Items not available from the stores will be filled from the brand’s licensees.
According to D’Loren, the company plans to open at least two more freestanding stores before yearend. Those locations will likely be in areas across the country that could help with filling online orders at shorter distances, D’Loren said.
The plan is to have the online offerings be more extensive than what’s in the stores. The Isaac Mizrahi Black and Pink labels are different lines from those sold in the interactive television channel.
Mizrahi’s never had an e-commerce site for his brand, although an information-only site was in existence at the time Xcel acquired the brand in September 2011 for $31.5 million in a deal structure that also included a combination of cash, a seller note, the issuance of Xcel common stock and an earn-out arrangement for the designer. Mizrahi, as creative director, remains the face of the brand.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)