NICOLE MILLER ENTERS BRIDAL FRAY
Byline: Arthur Friedman
NEW YORK — Nicole Miller is taking a walk down the aisle.
No, the princess of prints isn’t getting married. She’s launching her first collection of bridesmaid and special occasion dresses for spring.
“I’d been designing wardrobes for weddings long before I consciously decided to enter the market,” Miller said. “When analyzing customer needs within our boutiques, we found that at least two to three bridal parties a week were choosing our dresses over those traditionally found in bridal salons.”
As a tool to market the collection to retailers and consumers, Miller has produced a 4-by-5-inch mini-catalog meant to fit in a purse. The book uses a combination of color photography and black and white sketches. It features model Chandra North and was shot by Brad Starks.
One the inside cover of the book is a message from Miller to potential customers, describing the theme of the collection.
It reads: “No one (no matter how young, no matter how beautiful) looks good in real taffeta. Remember that when you’re picking out your bridesmaids’ dresses…And remember, you will still have friends if you let them wear something…well…cool.”
Lisa Brigham, Nicole Miller’s national sales manager, said the collection will be sold at the firm’s 21 signature boutiques, as well as department and specialty stores and bridal salons beginning this month.
The collection sells for $125 to $225 wholesale, the same as its regular dress line. Brigham projects first-year sales of $5 million.
The initial spring line features moss crepe in 10 basic dresses in various lengths and colors. Some styles come with matching bolero jackets.
Also featured in the catalog is a sampling of accessories for grooms and ushers, including printed bow ties, cummerbunds, braces and sterling-silver novelty cuff links.