NEW YORK — Saks Fifth Avenue has the exclusive this fall on two very different lines: Piero Guidi, an Italian outerwear line, and Halston’s made-to-order eveningwear collection.
Beginning this month at the New York, Beverly Hills and San Francisco stores, Halston creative director Bradley Bayou will make personal appearances and one-on-one consultations in an effort to create a retail environment reminiscent of a salon.
Jaqui Lividini, senior vice president of fashion merchandising at Saks, said, “The exclusive launch of Bradley Bayou for Halston emphasizes our commitment to our most discerning customers.”
Bayou’s store visits will generally last two days, beginning with a reception catered by a local celebrity chef followed by private showings and consultations for individual clients. If clients get cold from trying on all those slinky dresses, beginning in August they can venture to the coat department and check out Piero Guidi’s outerwear, which is being sold exclusively at Saks this fall.
As part of the 40-year-old brand’s “make-it-your-own” pitch, shoppers are encouraged to have the nameplates on their outerwear monogrammed with their initials, names or home cities. Instead of shipping the garment back to the customer, it is sent back to the store where it was purchased. That boosts store traffic and provides the opportunity for another potential sale, said Asha Parcells, partner in the Aeros showroom, which represents Piero Guidi in the U.S. To drum up more interest in the label, in-store events are being planned for September.
Known for its technical fabrics, the 30-piece collection includes aprés ski polyester-filled nylon jackets, twill cotton safari jackets and coated cotton styles. Wholesale prices will range from $187 to $395. Based in Urbino, Italy, the brand is sold in 1,000 stores worldwide.