NEW YORK — Yoana Baraschi, who sells her contemporary collection to some 800 specialty stores nationwide, is having second thoughts — she is launching a secondary line called Lady by Yoana Baraschi.
The dress line is expected to bring her name to department stores, and, at lower price points from her main collection, is launching in its first season with Lord & Taylor next month. There are plans to wholesale the collection widely for fall.
“The inspiration is pretty much the ethos of our main line,” said Baraschi, who started the line eight years ago after leaving Betsey Johnson, where she was creative director. “Aesthetically, the line is taking the essence of our primary collection and adapting it to a department store point of view and price point. We feel this is a natural progression for us businesswise as it will allow us to better target the needs of the department store customer.”
The line includes a brown and black graphic day dress, a cotton lace patchwork dress and a back-to-front reversible dress. Where the main line retails from about $350 to $550, Lady will carry a suggested retail price from $148 to $250. The company projects wholesale sales of $3 million to $5 million in the first year.
“We have so many requests from department stores in particularly to meet the needs of a customer who is not necessarily shopping at the top end of contemporary,” said Paul Woods, acting president of the firm. “Our research shows that there is a customer in her mid-20s who is looking beyond fast fashion for items in her wardrobe.”