Diane von Furstenberg unveiled a new store prototype at The Forum Shops at Caesars in Las Vegas on Saturday.
The space is the first major store design update for the New York-based brand since the opening of its store on Washington Street in Manhattan’s Meatpacking District in 2007. Developed with Kramer Design Group, it comes as the brand is accelerating retail expansion and endeavoring to build a bigger accessories business.
“The brand was ready to release a new prototype,” said Paula Sutter, president of Diane von Furstenberg Studio LP. “We really felt like at this point in the brand’s growth, we were looking for a fresh take on our store design, and we wanted a store design that reflected all the brand attributes.”
Von Furstenberg said, “Las Vegas is such a lively place to be and we are so excited to expand our presence there. The new store concept is such a strong reflection of the brand.”
The 2,000-square-foot store has a gallerylike black-and-white interior that provides a stark contrast to the bold prints and colors used in the clothing. The store carries the full range of Diane von Furstenberg ready-to-wear, including dresses, sportswear, eveningwear and DVF 1974.
“You really see some of the things that are very much the DNA of the brand,” said Sutter. “We are a color authority, so having the black and white as a strong background was an important move. That is done with black steel frames.”
At the rear of the store is an accessories lounge featuring the brand’s iconic lip pattern that, at 500 square feet, occupies roughly twice the space of accessory areas in most of von Furstenberg’s existing stores. Accessories in the store are handbags, shoes, belts and sunglasses, and they are displayed on an illuminated tiered glass table at the store’s entrance as well as in the accessories lounge.
“This is a store concept that really shows the importance of accessories and the direction we would like to go in terms of building our accessory and shoe business,” said Sutter, who elaborated, “Right now, it is relatively small in relation to the size of our ready-to-wear business, but it is a big focus for us.”
The Forum Shops store is von Furstenberg’s second in Las Vegas. The brand was part of the initial 2008 retail lineup of The Shoppes at The Palazzo, and Sutter said it would remain at that shopping center.
The brand declined to specify exact sales of the Las Vegas locations. However, Sutter described the performance at the store in The Forum Shops as “really strong” in its initial three days. Industry sources estimate that the shopping center produces $1,600 in sales per square foot annually, meaning the von Furstenberg store should expect to register at least $3.2 million in yearly sales there. “We are superoptimistic. It happens to be a great city for Diane von Furstenberg. Our brand is right for Vegas,” said Sutter.
Von Furstenberg currently has 58 freestanding stores and 27 in-store shops worldwide. This year, Sutter said the brand, which von Furstenberg told WWD in August generates $500 million in annual retail sales, opened 28 stores and shops-in-shop combined, double the number opened in 2011. “Going forward, the goal of the company is really to build our retail portfolio,” said Sutter.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews