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.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia