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NEW YORK — To the industry, Tim Schifter is known as the dapper president and chief executive officer of LeSportsac. Few realize, however, that in his free time, Schifter has a penchant for music, and lately he has grown particularly fond of Eighties music icons such as Duran Duran, Talk Talk, Depeche Mode and Thompson Twins.
So his new LeSportsac collection for spring is aptly called Remix. It is inspired by the Glam Rock era and is a departure for the company. The nylon collection of small leather goods, handbags and totes doesn’t feature the label’s repetitive logo and is trimmed with metallic leather.
“With the launch of the Gwen Stefani L.A.M.B. for LeSportsac collection, we started to develop the everyday urban category and we are building on that with the Remix collection,” Schifter said. “It has a strong fashion point of view and is less casual.”
With no repetitive logo strap, the branding comes with the three enameled charms — a LeSportsac logo, the L and a bag charm — attached to the shoulder strap. They are strung on a bracelet that can be detached and worn on the wrist.
Schifter added that the brand has been revitalized in the past three years and has tapped into a new young customer through its collaborations with the likes of Stefani, Diane von Furstenberg and Jonathan Adler. Much of the increase has been driven by the meteoric growth of the L.A.M.B. for LeSportsac business. That collaboration will terminate at the end of the year with the holiday collection, and Schifter hopes that Remix will make up for it in sales.
Wholesale price points for Remix range from $13.75 to $63.50, and the line will start shipping to LeSportsac’s 25 freestanding boutiques and department stores in February. Schifter declined to give sales projections for Remix, but said he expects it to approach the volume of the 2004 Gwen Stefani L.A.M.B. for LeSportsac collection.
“The price points are approximately 20 percent lower, and therefore, I expect the department store door penetration to be larger,” Schifter said. Now that’s music to his ears.
This story first appeared in the November 15, 2004 issue of WWD. Subscribe Today.