NEW YORK — Escada pulled in close to $3 million in pre-season orders following a series of trunk shows around the country last month, which company officials cited as a precursor to a turnaround for the company.
At events in Escada stores in Dallas; Palm Beach and Bal Harbour, Fla.; and Palm Desert, Calif., customers demonstrated a strong reaction to tweed jackets, ribbon details and other ladylike looks of the season, with each event generating sales as much as 50 percent higher than those of year-ago trunk shows. At the biggest event in its Highland Park location in Dallas, Escada sold 1,005 pieces totaling $1.1 million in a two-day event last week.
Sales at its two Florida stores totaled $900,000, while the Palm Desert show at the beginning of April garnered $810,000.
Top sellers at the events included pink and beige tweed jackets priced at $1,500, an ecru linen pantsuit trimmed with black lace for $2,180, a black satin beaded evening jacket for $5,850 and an emerald satin evening jacket for $1,450.
“Because the collection was very well received by the trade, it is very encouraging that the first response from consumers confirms the strength of the collection,” said Lawrence C. DeParis, president and chief operating officer of Escada USA.
Escada, based in Munich, has undergone a costly restructuring campaign over the past year, but is beginning to see the benefits of changes made to improve the styling of its collections and better tailor its assortments to countries where it sells. It returned to profit in its most recent quarterly report issued in March.