Isaac Mizrahi has a new way to connect with his customers: the Isaac Mizrahi New York e-commerce site.
This story first appeared in the May 9, 2014 issue of WWD. Subscribe Today.
Robert D’Loren, chairman and chief executive officer of Xcel Brands Inc., which owns the Mizrahi brand, said the purpose of isaacmizrahi.com was to create one central location that can showcase product available from the brand, while at the same time allow the designer to speak with his customers.
To that end, the site in the fall will launch a module housing social media feeds, video clips and Mizrahi’s lifestyle blog, so consumers can better understand both the brand and what inspires the designer’s style. For now, Isaac Mizrahi New York Pink Label — which includes sportswear, dresses, footwear, handbags, eyewear, watches accessories and fragrance — will be available for purchase. Come fall, the Web site will expand to include items from Isaac Mizrahi New York Black Label, higher-priced merchandise offerings in cashmere, silk blouses and mikado dresses and classic denim.
“This marks the beginning of the implementation of our social media strategy for Isaac….We want our Isaac Mizrahi customer to experience one brand in all the channels, with one consistent experience. This is the ideal way to be truly omnichannel,” D’Loren said.
The brand is already in the department store channel, on interactive television via QVC and in two freestanding stores. E-commerce is the fourth and final leg of a four-pronged strategy.
For now, fulfillment will be from its freestanding stores in Southampton, N.Y., and Atlanta. Items not available from the stores will be filled from the brand’s licensees.
According to D’Loren, the company plans to open at least two more freestanding stores before yearend. Those locations will likely be in areas across the country that could help with filling online orders at shorter distances, D’Loren said.
The plan is to have the online offerings be more extensive than what’s in the stores. The Isaac Mizrahi Black and Pink labels are different lines from those sold in the interactive television channel.
Mizrahi’s never had an e-commerce site for his brand, although an information-only site was in existence at the time Xcel acquired the brand in September 2011 for $31.5 million in a deal structure that also included a combination of cash, a seller note, the issuance of Xcel common stock and an earn-out arrangement for the designer. Mizrahi, as creative director, remains the face of the brand.