Designer Dana Buchman hits the road to stay in tune with her core customer.
For the bridge designer Dana Buchman, personal appearances are the ultimate in reality shows. Rather than staging lavish runway events in New York during the collections, she prefers personal appearances to reach the "real women," who are her customer base.
With at least 15 stints per year to promote current merchandise, Buchman, the mother of two teenagers,also hosts trunk shows to generate future orders. Maintaining that the personal appearance is a dying art among many designers, she stresses profitability.
"This is the best way to get to know the women who really wear the clothes," said the designer, who mingled with customers all day on Sept. 4 at Neiman Marcus Atlanta. "The women at this event look great, but they don’t resemble much of what we see on runways or in fashion magazines, which are all tied up in entertainment and celebrities. I design for all ages, all sizes, and all women who love fashion. I notice what they’re wearing and get feedback for my collection."
In addition to an in-store luncheon and runway show for the fall collection, she hosted a cocktail party for 150 of her best customers in the evening. She also uses the events to pump up sales associates, who are designated as "Dana’s Divas" after they hit a certain sales level. A black-and-white zebra-striped grouping made its national debut in the Atlanta store.The pants are a lightweight wool ottoman fabric in winter white with blackstripes, that sell for $298. Pants are paired with black knit pieces.
The event, a benefit for Atlanta’s Foundation for Medically Fragile Children, kicked off a seven-store series of Buchman appearances across the country.
In addition to Neiman Marcus and Saks, the designer turned up in department stores including Dillard’s. Along with boosting current merchandise, she hosts trunk shows for women to place advance orders for upcoming seasons. "Women are sometimes intimidated by Neimans and Saks, because they think everything there is so expensive," she said
Although her collection is less flashy than some, Buchman said classic and wearable doesn’t mean boring."Women want novelty and new fashion now, not basics," she said. "Who needs another basic suit?"
Everything in the fall collection included textures, including feathers, flocking and embellishment, and feminine details, such as ruffles or lace. With plenty of black, the collection also included camel mixed with winter white, and powdery blues or fuchsia. Jackets return, both long and short, and sweaters take on treatments such as leather or beaded embellishment. Pants included slim, equestrian-style trousers given names like "Aphrodite" or "Venus."
"Nothing is overdone — it may be just a small row of beading on a hem to make something special. It’s my little gift, my message in a bottle to customers," she said.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)