Today’s Fashion Headlines: Friday, March 21, 2014

March 21, 2014 • Fashion Blog, Fashion News

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Céline Expands With New London Flagship

Céline’s long-awaited London flagship opens today on Mount Street. The opening of the 3,240-square-foot unit marks a key milestone for London-based Phoebe Philo, as Céline’s only U.K. store closed in 2009 shortly after she took the creative helm of the brand and began a meticulous makeover that involved overhauling all product lines and shuttering almost a third of the company’s directly operated stores. The high-profile London location, boasting 79 feet of frontage, is also the first of a wave of 15 new stores this year for the French firm, part of luxury group LVMH Moët Hennessy Louis Vuitton.

Additionally, scheduled openings include a 6,500-square-foot flagship on Avenue Montaigne in Paris on April 28; a 7,000-square-foot unit with 90 feet of frontage on Omotesando in Tokyo, slated to open May 31, and a 5,900-square-foot location at IFS in Chengdu, one of the richest and fastest-growing cities in China, targeted for April 6. The 4,300-square-foot store in Crystals in Las Vegas opening May 14 and another on Wooster Street in New York’s SoHo district, budgeted for late August, round out the list for America expansion.

The London store is key for the brand and Philo, as Céline’s design studios are based in the British capital. Until now, Céline has catered to its London clientele with shops in Selfridges, Harrods and Dover Street Market, where the brand ranks number one in terms of productivity.

Temperley London Streamlines Product Offering

In a move to sharpen its brand identity and offer, Temperley London will fold its Alice by Temperley diffusion line into its main collection. Focusing on what it does best and to unify the brand, the main line is generating four full collections a year, in addition to capsule collections. Temperley said that the collection would expand to include “stretched commercial price points.” Temperley London will now comprise day to evening looks, with a commercial pricing structure for each product category. The Temperley Bridal collection will remain under the Temperley London brand. The last Alice by Temperley collection will stay on the shop floor through winter 2014.

In addition, the company now plans to handle all its wholesale directly, showing its collections in the Temperley London showroom on Mayfair’s Bruton Street and in its new Paris showroom near to Place Vendome, which opened earlier this month. The company has just launched Temperley London at Tsum in Moscow, and noted that it is exploring opportunities to launch the brand in South East Asia and Japan, alongside looking at locations for a New York flagship.

U.S. Polo Assn. Ponies Up Spending, Polishes Image

The U.S. Polo Assn. is getting a makeover. The company has launched an updated marketing campaign that emphasizes the authenticity of the brand’s link to the game of polo. A new slogan, “Live Authentically” was created to speak to the DNA and history of the U.S. Polo Assn., the officially licensed brand of the United States Polo Association, governing body of the sport since 1890. U.S. Polo Assn., which is licensed to USPA Properties, has lines targeted to women, men and children, as well as accessories, luggage, watches, shoes and home furnishings. Revenue from sales of U.S. Polo Assn. merchandise is used to promote the sport of polo, including everything from underwriting educational and training programs to funding programs in umpiring, competition and equine welfare.

The new campaign is being rolled out this spring. Worn by polo players, the brand captures the spirit of the sport, inspired by its American heritage. Two shoots include vibrant images of young polo players in action-packed live sequences. The print ads were shot by Andy Anderson, with creative direction by Jackie Harrigan, vice president of marketing, global. TV ads will run on NBC during polo matches. In addition, 30-second spots were created for the company’s licensees to use around the globe this year. Ads will appear in print and online publications, as well as on billboards near store locations, such as Times Square. A new U.S. Polo Assn. web site is scheduled to launch in June, with competition game footage, special photo galleries and social media highlights. It will also feature a full schedule of polo events and venues.

– Selicia A. Walker

Source:WWD

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