DODSON ESCADA TRUNK SHOW PACKS IN $1.25M
Byline: Holly Haber
DALLAS — Even though Lilly Dodson skipped its customary runway show and opted for a small cocktail party with informal modeling, its recent four-day trunk show of Escada’s spring collection still landed a record-breaking $1.25 million in orders.
“It was 30 percent ahead of last year’s show,” noted Bill Dodson, president of Lilly Dodson and the adjoining Escada shop.
A pink, red and black Spanish-themed group was among the most popular looks.
Among the bestsellers: 15 yellow double-breasted jackets and matching layered skirts, $1,750, with a yellow silk jersey surplice bodysuit, $380; 10 pink bolero jackets, $895, rose print silk blouses, $800, and long black gored skirts, $700; and 10 lion-printed short-sleeved jackets, $950, lion print silk shells, $520 and black walking shorts, $460.
The store also sold 141 belts priced at $160 to $380 and 20 pairs of vividly colored jeans at $180.
For three years, Dodson has staged a catered runway show for the spring and fall Escada collections in a tent in front of the store. The event captures standing-room-only crowds of some 700 people.
This season, Dodson opted for a smaller party within the connected Escada and Lilly Dodson stores for 200 people.
“We decided to do the tent once a year for the fall collection,” Dodson noted. “I think more often than that is a little bit of an overkill.”
The smaller event did nothing to dampen sales. Even floor sales of Escada’s fall fashions were higher than usual during the course of the spring show.
“Our business in Escada just seems to be better than ever,” Dodson enthused.