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.
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion
“I’m Russian and I love to use all these little tricks that I got from my grandma or my mom. We didn’t have a lot of money for creams or anything like that so we would use a garden as a beauty treatment regime. We’d put cucumber in the fridge and do a cucumber mask,” says model @irinashayk on one of her beauty hacks. WWD asked celebs what their go-to self-care rituals are. See what Naomie Harris, Freida Pinto and more said on WWD.com. #wwdeye #wwdbeauty (📷: @zefashioninsider)
Exclusive: @viktorandrolf are teaming up with @Zalando on a collection made from leftover clothing. The lineup, which lands at the retailer February 1, includes 17 pieces adorned with sliced up and repurposed overstock from the retailer’s private label collection. Pictured here is a look from the collection –– see more on WWD.com. #wwdfashion #wwdnews
@duewestnyc is the newest bar joining the collection of intimate neighborhood-focused spaces in the West Village. The cocktail menu, which includes bitters and syrups made in-house, offers a “Build Your Own Old-Fashioned” – like the one pictured here – where guests can choose from a list of spirits and unexpected sugars and bitters. #wwdeye
Spotted at last night’s National Board of Review gala in NYC: Angelina Jolie. Jolie – along with Meryl Streep, @lupitanyongo and more – continued the all-black dress code from Sunday’s Golden Globes. #wwdeye (📷: @lexieblacklock)