NEW YORK — Walter Baker has sought to make shopping for his brand as easy as flipping on the TV set.
Baker, who designs the contemporary collection Walter, has created a full line of sportswear exclusively for QVC. On April 8 at 8 p.m., Baker will appear live on the network to launch Fusion by Walter Baker.
“This collection is special for the QVC audience. It’s a label that I made just for them,” Baker said. “It’s a bit of a different fit [from Walter] and at a more affordable price. It’s more for the masses, for Middle America, but it’s still chic and the Walter look.”
Fusion by Walter Baker’s full range of merchandise will include V-neck tunic blouses with shirring and pleated gauchos along with a complete denim collection. Retail prices will range from $50 for a T-shirt to $150 for a high-collared jacquard jacket.
The Walter contemporary collection typically retails between $100 and $350 and is available at specialty stores such as Neiman Marcus and Bergdorf Goodman.
Baker was inspired to create Fusion by Walter Baker when he saw the public’s reaction to Stella McCartney’s limited-edition collaboration with H&M in November.
“When Stella did H&M it was like one day, one shot of goods. She gave everyone a chance to buy her level of merchandise. I felt like this was the same kind of thing,” Baker said. “It’s great exposure for the brand. It gives Middle America the chance to get Walter. They don’t have the opportunity to walk into a Neiman Marcus.”
Baker anticipates that wholesale volume for Fusion by Walter Baker will reach $12 million in its first year. QVC reaches more than 89 million homes across the U.S.