Piperlime.com has decided women cannot live by shoes and handbags alone.
The footwear e-tailer launched in 2006 by Gap Inc. will begin selling apparel in mid- to late August, initially offering about 65 brands, from Juicy Couture to the less widely distributed Riller & Fount. There will also be an extensive denim offering from 14 brands such as AG Adriano Goldschmied, Rich & Skinny, Joe’s Jeans, Work Custom Jeans and Seven for All Mankind.
“We’re growing very rapidly, and our growth is significantly outpacing the industry,” said Jennifer Gosselin, vice president and general manager of Piperlime.com. “We have millions of very fashion-involved customers. Apparel was clearly the place we should be going.”
Nor is Piperlime.com stopping at apparel. “Jewelry is a category we’re considering, and we’ll continue evaluating categories as we go,” Gosselin said. “We will follow the customer. Other categories are not out of the question.”
Piperlime.com carries over 200 brands of shoes and handbags, which were launched last year. The brand surpassed the 1 million customer mark earlier this year. In addition, Piperlime sits next to other Gap brands such as Athleta, Banana Republic and Gap on its ecommerce platform, which receives millions of customers a day. “The growth potential is significant." she said. "We’re balancing out what Gap Inc. offers, in terms of the house of brands, to provide a destination where [a consumer] can find unique pieces.”
Gap Inc. doesn’t break out figures for its online businesses. Overall, Gap Inc. direct grew 14 percent in 2008, versus 4 percent for the industry, Gosselin said.
Piperlime.com apparel will be presented with headlines such “Comfy and Cute,” “Fall’s Hottest Hits” and “Rachel’s Picks.” “Rachel” is Rachel Zoe, the celebrity stylist whom Piperlime has enlisted as guest editor, a continuing role. “She puts together looks that are on-trend and accessible,” said Jennifer Olsen, senior director of marketing and creative. “People love shopping by headline.” The positioning is “magazine and strong editorial. We looked at the competitive set and there was an opportunity for a strong fashion point of view.”
“It will be a boutique experience with a much broader assortment than a brick-and-mortar store,” Gosselin said, adding the site will also offer lesser-known brands such as Red Engine, Civil Smith and Tucker. “We’re differentiating by offering more discovery brands and the way we edit our assortments.”
The customer Piperlime.com is targeting customers 25 to 45 years old.
Heather Archibald, senior director of merchandising, Piperlime women’s apparel, said the site is being sensitive to price and there will be a section with items under $100. On the high end, leather jackets will be priced from $340 to $750. Key items include KAIN silk T-shirts for $88 and $92; Paul & Joe’s Sister flutter-sleeve blouse for $168; a Twelfth Street by Cynthia Vincent faux fur vest for $325, and Seven For All Mankind distressed jeans for $225.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast