The Intermix consumer has a voracious appetite for exclusivity. So much so, that at any given time, 35 percent of the retailer’s assortment in stores is exclusive.
Intermix in September launched a Rag & Bone capsule that consisted of bestsellers from the brand’s archives. “We always need to bring in the new and different,” said Tracey Lomrantz Lester, brand director of Intermix. “We have really close relationships with designers.”
Today, the retailer is weighing in with Intermix X Jonathan Simkhai, the designer’s 28-piece pre-fall collection, which will be sold through a digital shops-in-shop on the retailer’s web site.
The pre-fall items are exclusive to Intermix. “The thing that really sets this collaboration apart is the fact that we purchased entire collection,” Lomrantz Lester said.
“We view ourselves as the ultimate curators and editors,” she added. “We’re never going to show you everything in a collection, just the six pieces that are worth having. We believe in Jonathan so deeply, we want to invest in him heavily.”
“It’s the first time we purchased a whole collection from one designer,” Lomrantz Lester said.
Simkhai appeals to the Intermix customer with his multimedia dresses, asymmetric flounce-hemmed skirts, tops tied with thick knit cables and gowns deeply slit up the leg.
“It’s a special occasion, but it’s fun for someone who is confident and excited about getting dressed,” Lomrantz Lester said. “Intermix has long been a champion of emerging designers. This is a huge opportunity to make a big deal out of someone who we think is going to be a big deal.”
Simkhai’s business been growing in the last few seasons, Lomrantz Lester said, noting, “We were one of the first stores to invest in him. We felt that this was a great moment in his career.”
The designer’s inspiration for his pre-fall collection was NASA, otherworldly journeys and celestial images. Simkhai translated his notion of space exploration to a palette of black, white and navy. Pieces feature intricate usage of lace and unique prints.
“It’s especially for the Intermix woman, who is sexy and confident and loves to show skin in an unexpected way,” Lomrantz Lester said. “There’s a one-shouldered jumpsuit with a slit all way up the left side of the leg.”
The digital pop-up shop will lend itself to an interactive experience with Simkhai providing styling tips and more. “You’ll see the pieces in motion and learn what makes a certain item the new piece of the season,” Lomrantz Lester said. “There will be videos and interviews throughout. It’s much more of a lean-back e-commerce experience.
On the web site Simkhai will be seen talking alongside the models and clothing and explaining how to wear it.
Like other retailers, Intermix is thinking about see-now-buy-now, and what it will mean for its business. “It’s on our radar right now, for sure,” Lomrantz Lester said. “It’s the hot topic here and something we’re definitely exploring down the road. Consumers have shown that they have the appetite for it. It’s something we’re investing in and looking at for the future.”