NEW YORK — Outlander, Leslie fay’s former better-price knit brand, is poised for a comeback.
This time around, though, it will be introduced at the moderate level and with an emphasis on tops — more novelty driven than its previous incarnation. The label was retired about four years ago
“In the old Outlander, 99 percent of the selection was simple, solid knit pull-on pants and skirts,” said Bob Salem, former vice president for marketing and licensing at Leslie Fay, who is now a consultant for the company. “The new Outlander will have skirts and pants, but with piping, tipping and patterns. Very novelty.”
Salem said the firm decided to revive the brand after realizing there’s a need for contemporary, moderately priced clothing aimed at consumers 35 and up. The first collection will bow in August with six groups of related knit separates totaling about 100 pieces. Wholesale prices range from $10 for a cotton shirt to $20 for an acrylic boucle car coat.
Salem pointed to factors like the aging population that is modern in thinking and dressing, as well as shrinking disposable income creating the need for clothing that looks young, but is priced affordably. “The market is lacking for truly updated clothing,” he said. “This is a woman that’s fashion aware, reads the magazines knows how to put herself together. Yet she’s frustrated.”
The company expects to do about $5 million wholesale for the first six months in business, spread over about 400 to 500 doors for fall and holiday. Outlander is targeting department and specialty stores.
“The Outlander name is such a good, strong name,” said Chuck Stein, vice president of sales at Leslie Fay. “We have a newer, younger customer and also the older customer that remembers it as a better resource and who might be shopping in the updated moderate area now.”