Retailers wanting to build online buzz for the brands they sell are getting some help from savvy wholesalers who are out pushing their fashions and developing more direct relationships with customers.
Take Ivy & Blu Maggy Boutique, a reboot of the Suzi Chin for Maggy Boutique dress business that this month will roll out to stores such as Nordstrom, Lord & Taylor and Belk as well as ModCloth, Amazon and Zappos.
The traditionally wholesale business will begin the relaunch in earnest today online with a new e-commerce site. There will also be a Pininterest page and a marketing campaign featured on Facebook, as well as an online competition that will prompt consumers to engage with the brand by taking pictures of themselves in an Ivy & Blu dress.
Gone are the days when wholesale brands relied on retailers and their orders to tell them what resonated with shoppers and what didn’t.
“Now, you have to go to the consumer,” said Lisa Leavy-Fisher, president of Maggy Boutique. “Consumer engagement is really what it’s all about.”
And Leavy-Fisher said the business’ has benefited from having its own connection to consumers through an e-commerce site.
“It gives us complete insight into the consumer, what she needs, what she’s looking for,” she said. “When you start to read customer feedback, you get a tremendous amount of information that can help you merchandise your collection.”
Leavy-Fisher said online comments from consumers have prompted her to add more dresses with sleeves to the line and help her better understand what plus-size consumers want.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)