Kenneth Cole Productions Inc. will focus on preparing for its silver anniversary during the next six months.
Kenneth Cole New York will not return to the runway in September, as previously announced. The show — always the first of New York Fashion Week — will be delayed until February as a kickoff to the company's 25th year.
"We are saving our return to the runway for next February to make it part of the anniversary and use the runway as a vehicle to show we are moving in a new direction," said Kyle Andrew, senior vice president of marketing and advertising. "Next year will be a big year for the brand."
The first Kenneth Cole New York women's sportswear line will be launched this fall, after Kenneth Cole reclaimed the women's license from PDI. It will still be offered exclusively at Kenneth Cole New York stores, as the company repositions the brand, moving it from a better-priced to more of a bridge or contemporary level. Women's Reaction sportswear will continue to be sold in stores' better departments.
On the men's side, the firm is bringing its men's Kenneth Cole New York sportswear in-house from PDI, and for spring is relaunching the brand. The line will replace Kenneth Cole Reaction men's sportswear and again will be the most widely distributed part of the business, Andrew said.
The company is also diverging from its plan for brand presidents — or "keepers of the brand," as Cole dubbed them — which was put in place last year with the appointments of Doug Jabukowski for Kenneth Cole Reaction and Joshua Schulman for Kenneth Cole New York. Cole said he created the brand president positions to ensure consistency and quality over every category of the brand, both licensed and in-house.
Schulman's departure in April to take the top spot at Jimmy Choo caused a change in strategy. In May, the company appointed Marty Nealon, a consultant for the firm, as the divisional president of its full-price retail stores and e-commerce businesses — tasks Schulman had added this year. The company has no immediate plans to find another Kenneth Cole group president because others have assumed those duties, Andrew said.
On the marketing front, Kenneth Cole is running with the silver anniversary theme in 2008. Holiday will feature a big silver collection — in accessories as well as apparel — and campaign. "If I have it my way, we will spend a lot on marketing to tell people to take a fresh look," Andrew said.
Assouline is paying homage to the late Azzedine Alaïa with a reprint of "Alaïa Livre de Collection.” The book is comprised of photographs of the designer's summer 1992 runway show with models Christy Turlington Burns, Naomi Campbell and Tyra Banks, pictured here at right. #wwdfashion #alaia #tyrabanks
Fall 2018 accessories take on a painterly hue, with Nebulas Blue among Pantone’s top 10 colors of the season. (📸: @jonghyupstudio ; editor: @twallz21 ; stylist and set designer: @haideefindlaylevin ) #wwdaccessories
@americanapparelusa is relaunching the brand outside of the U.S. today, opening its online store to more than 200 countries. The company is also contemplating a return to brick-and-mortar, though details have not been confirmed. In tandem with the expanded distribution is a recasting of a social media ad campagn, called “Back to Basics,” pictured here, with a focus on diversity and a cast of models above the age of 21. Read more on WWD.com #wwdnews #wwdfashion
Exclusive: @britneyspears is continuing to expand her brand. The pop icon, who appears in @kenzo ’s latest campaign, is partnering with Epic Rights to launch a line of branded merchandise. Read @hernameislex ‘s story, link in bio. #wwdnews #britneyspears
The Duchess of Cambridge channeled Princess Diana’s look upon giving birth to Prince Harry, when she and the Duke of Cambridge departed the hospital with the new baby Prince this afternoon in London. #wwdeye #princeofcambridge
The new Prince of Cambridge has arrived! The Duke and Duchess of Cambridge posed with the 8-pound newborn. She wore a look from one of her go-to designers, @jennypackham. Tap link in bio for more. #wwdeye #princeofcambridge
Jewelry label @alisonlou has made a name for itself with fine jewelry that speaks to the Millennial market. Now @twallz21 reports that the label is bringing those playful ideas to a new affordable line of lucite hoops with the launch of Loucite by Alison Lou. Here’s a look from the line modeled by @emrata. #wwdaccessories
@sarahjessicaparker and @gilt are teaming up on a bridal ready-to-wear line. Tomorrow, Parker will launch SJP by Sarah Jessica Parker Bridal — and as part of the launch, Gilt will offer 15 exclusive styles from the SJP by Sarah Jessica Parker footwear collection that were designed to complement the new line. Made out of 10 styles, the line is designed for a variety of occasions, from bridal showers to receptions. Get more details on WWD.com #wwdfashion