NEW YORK — With names like Randolph Duke, Harvé Benard and Sully Bonnelly already on its roster of designers, HSN is broadening its designer fashion category by adding three new names to its stable, including apparel from the network’s first European designer.
This story first appeared in the April 29, 2003 issue of WWD. Subscribe Today.
Beginning this month, New York-based evening and bridal designer Stephen Yearick is launching a collection of separates called Platinum by Stephen Yearick. It features snazzy details such as sequins and beads — materials regularly used in his evening collection, which is often worn by beauty pageant contestants and celebrities. Katie Harmon, Miss America 2002, also will come on the show to sell the dresses alongside Yearick during the hour-long segment.
The 15-piece collection — comprised of jackets, pants, tops, skirts and dresses for daytime — debuts today and Yearick is scheduled for an encore in about a month, with a third visit in August with fall designs. All items in the line will cost between $30 and $90.
London-based David Emanuel may be best known for codesigning Princess Diana’s wedding gown in 1981, but his collection for HSN might give him more notoriety in middle America. His collection, Collectables by David Emanuel, will hit the upper end of the HSN price scale with jackets between $120 and $250, for example. In addition, it will feature skirts, pants and dresses for a more understated clientele than Yearick, according to June Saltzman, vice president of apparel and accessories.
Collectables by David Emanuel will bow in September with fall merchandise.
Both designers will continue their other collections, said Saltzman, who declined to give figures on how much volume HSN expected to generate with the two new lines. HSN, a division of USA Interactive, has annual sales of close to $2 billion and a global customer base of more than five million. Its programming reaches more than 136 million households worldwide.
Since HSN estimates its production ahead of time with the goal of selling out on-air, Saltzman said the two new lines are being compared with HSN’s The Look by Randolph Duke and Accents by Sully Bonnelly.
“We pretty much parallel it to a brand before,” said Saltzman. “We know how much we can sell at a certain time of day.”
In August, Debra McGuire, a former stylist for the TV show “Friends,” will launch a collection of career-oriented sportswear with price points between $25 and $79. McGuire launched a jewelry line in February on HSN.
All HSN apparel ranges in size from a six or an eight to a 24 or from XS to XXXL.