Zachary Prell is addressing the fashion show calendar conundrum.
Prell, who founded his eponymous contemporary men’s wear line in 2005, will present his spring show on July 13 at New York Fashion Week: Men’s for the first time, and a selection of pieces from the collection will be available on Gilt.com’s e-commerce site for 24 hours.
“There is a lot of symmetry between our customer and the Gilt community,” said Prell. “We are targeting men who are tech-enabled and this seemed like it was the perfect opportunity to tap into Gilt’s customer base and introduce a see-now-buy-now capsule collection on this digital platform.”
According to Prell, the capsule collection will consist of 27 stockkeeping units including sport shirts, a signature of the brand, patterned and solid short-sleeved and long-sleeved shirts, a sport coat, a pair of pants and linen T-shirts and polos. The collection retails from $65 for a Pima cotton T-shirt to $489 for a sport coat.
Kristen Sosa, Gilt’s chief merchant, told WWD this is the first time the e-commerce platform has experimented with the see-now-buy-now concept.
“Our customer looks to us for access to things that are special,” said Sosa. “When you offer them that, they don’t mind paying full price.”
Along with selling the capsule collection, Gilt will give its members a chance to attend Prell’s presentation and it will introduce a series of special experiences exclusive to Gilt City members that Prell has curated.
Prell, who started out as an investment banker, recently hired Colin McNair as vice president of design and the NYFW: Men’s presentation will debut McNair’s work for the brand.
“He’s infusing a lot of design energy into the line and helping to really expand the collection. I think this is going to be our most significant collection to date,” said Prell, who also brought on Chuck Lucia as president and David Gruning as vice president of marketing last year. “We are launching a soft sport-coat program, expanding our knitwear collection and really trying to round out full looks so we can dress the contemporary guy from day to evening.”