By  on March 4, 2014

The transition from a wholesaler to a direct-to-consumer e-commerce business model has become standard for many a fashion brand. But shutting down an entire wholesale market for an e-commerce-only strategy is a bold if not risky track. Unusual as it may be, it’s a strategy that Marc Daniels and Ricky Hendry of men’s contemporary line Isaora are trekking forward with.

Founded in 2009, the brand, known for its high-performance, fashion-forward aesthetic, has been carried in more than 150 stores including Barneys New York, Bloomingdale’s, Opening Ceremony and Lane Crawford, according to the partners. In 2012, Isaora was selected as one of 10 designers for the CFDA Fashion Incubator program.

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