Shoppers Benefit from Fashion Designers’ Battle Against the Recession

July 7, 2009 • Shopping

Looks from Vera Wang's 2010 Resort collection

Many high end designers have been reaching beyond the general realm of retail to provide new and improved services to their customers during the recession. Stellar service, customized designs, and wider price points are just a few of the notable changes that have recently occurred in retail and, according to WWD, the end is not yet in sight. Stores such as Saks Fifth Avenue have been making requests to more and more labels to offer a broader range of styles and prices within a collection. Designers such as Vera Wang, Lela Rose, J.Mendel, Maria Cornejo and others are answering the call wisely, knowing that now more than ever its crucial to maintain a collaboration with retailers in order to find out what sells.

Looks from J.Mendel's 2010 Resort collection

In addition to catering to their clientele's needs, other designers are finding diverse ways to seek out new markets. Cynthia Rowley and Unis’ Eunice Lee, have begun building a presence in the
social media outlet. Others, like Oscar de la Renta, are working on their
international clout. The couture designer has been recently focused on creating multiregional distribution partnership with
the Dubai-based Retail Arabia International. The house of Lutz & Patmos has been extending the wearability of their collection by recently signing on former model Natalia Vodianova, who's demonstrated her creativity with a dress that can be worn in two drastically
different ways.

Natalia Vodianova

The reason many designers are continuing to pursue various methods and markets is that many are not counting on a retail rebound anytime soon. Haresh Tharani, chief executive officer of Tharanco Group, which
houses labels such as Poleci and Doo.Ri, explained, "This is the way things will be for the near future. Consumers only buy now when they absolutely need something. Shopping
used to be a matter of passion. Now it’s a combination of passion and
need. We are planning our production so that it is more buy now, wear
now.” Tom Murray, CEO of Calvin Klein, agreed to that notion during the men's shows in Milan last week by predicting the economy will probably stay this way " for the next five years." In the meantime, us shoppers are reaping the benefits as labels continue to sharpen their prices and offer more specified styles.

Article Source: WWD
Photo Source: fabsugar
-Alia Rajput

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