LONDON — Alice Temperley has been in the process of repositioning her brand for the past year and shifting her focus to include more daywear and entry-level price points.
The move is paying off — 60 percent of the label’s sales are now being driven by its day offering — and now Temperley is ready for her next move: accessories.
Coinciding with the label’s fall 2020 presentation, taking place on Friday, the label is debuting its first full-blown handbag range.
Temperley wanted to stay focused on ease and practicality for the brand’s debut range, with the aim of developing it into a core collection and building onto it with more trendy pieces in future collections.
The collection includes staples such as big roomy totes that would make ideal travel companions, smaller versions for day-to-day, as well as more playful styles such as a round-shaped cross-body bag that can be layered over the brand’s printed dresses or a compact wallet-shaped style with compartments with a series of compartments to fit the essentials.
Everything is done in a muted palette of burnt umber, somerset green, and black and features the brand’s “T” logo in gold, which can also be found subtly printed or embroidered on the sides of shirts or dresses — and tattooed on the designer’s wrist, too.
“It’s not seasonal, just made to last. There are lots of fashion bags out there, but you really want a good staple that is functional and you can use all of the time,” said Temperley, who has been putting all her efforts in getting a premium Italian manufacturer and finessing details like adding the right pocket or interchangeable strap, to ensure the bags can easily fit into women’s multitasking lives. “I’m not a woman that likes the impracticality of carrying bags around.”
The brand is positioning the new collection on the luxury end of the market, with prices starting at 700 pounds for the smaller styles.
They will be available to order on the brand’s web site as of today and the brand will also wholesale the collection alongside ready-to-wear during the upcoming market season in Paris.
“We will be offering the collection to our key [wholesale] accounts because it’s consistent with the total look we want to offer. But it will mostly be apparel channels, I’m not looking at the typical accessories channels because when you’re launching a new product, it’s not wise to immediately face the competition of other brands who have large existing offers,” said Luca Donnini, who joined the label as chief executive officer last May. “This is a more sustainable approach. We’re starting with a classic shape that’s still consistent with Alice’s world and will gradually enlarge the offering with a bigger family, seasonable drops and more fashion-driven product. My intention here is to build a safe carryover here focused on the values of the brand.”