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Escada Trunk Shows Pull In $2M

DALLAS — Escada loves this city, one of its strongest American markets, and the feeling seems to be mutual.<br><br>A four-day trunk show last month racked up $900,000 in bookings, more than double last year’s take. The strong results were...

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DALLAS — Escada loves this city, one of its strongest American markets, and the feeling seems to be mutual.

This story first appeared in the May 13, 2003 issue of WWD.  Subscribe Today.

A four-day trunk show last month racked up $900,000 in bookings, more than double last year’s take. The strong results were partly due to the excitement generated by the full-blown runway show in a tent outside the store in Highland Park Village. Escada skipped the runway show last year in favor of a more subdued party, given the post-9/11 tenor.

But the bounty is also part of a larger pattern. A trunk show earlier in the month in Palm Desert, Calif., reaped $750,000 in bookings — also more than double last year — and a March event in Palm Beach, Fla., managed $350,000, a 40 percent gain over 2002.

“This is generally a good indication for us that we’ve got a good collection and that it will do well at retail,” said Caryn Lerner, president and chief marketing officer of Escada USA. “The product is on. I’m hoping that with things settling down a little in the Middle East, some good earnings reports on Wall Street and the Bush administration turning its attention to this country, we might see our customers develop a little bit more confidence and shop a bit more.”

The company hosted about 300 people for champagne and dessert at the event.

Top sellers were $480 stretch cotton corduroy jeans in solid pink, purple and other colors; a lilac silk chiffon ruffle blouse, $650; a gold and ivory tweed jacket with pearl edging, $2,950, with matching skirt, $550, and an Indian embroidered camel cashgora wrap coat for $6,800.

“All novelty bottoms, like skirts, pants or jeans that are printed or flocked velvet, did very well,” Lerner noted. “We’ve seen them trending well for spring and it looks like that will continue for fall.”

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