Back Track

I wanted to continue to provide updates on recent blogs I’ve written. A few weeks back I went on contemporary collection frenzy, realizing as I wrote that I couldn’t end it there. The market is shifting at such a fast pace, that there’s always something new to report. For instance, Neiman Marcus has announced that it’s opened its third Cusp store in Georgetown. Cusp is the company’s new stand-alone boutique that surrounds the concept of less high-end designer and more approachable, unique fashion. Style savvy women take note! With its contemporary collections as the main source of merchandise, it’s a haven for reasonably priced items that beg for buying. Major brands represented are BCBG, Seven For All Mankind and Diane von Furstenberg – very similar to Barney’s Co-Op in selection and price range.

Specialty shops have been popping up all over the place in recent years. Labels like Ralph Lauren, The Gap, Abercrombie and Fitch and J. Crew have added new outposts to their companies. There is a growing desire to expand on proven successes - namely the parent company - while providing consumers with additional avenues to buy their recognizable brands.

Ralph Lauren’s Rugby is one example. A recently launched line and freestanding store, it was created with an edgier, more price-conscious customer in mind. And according to Ralph Lauren’s media reps, the line is something you’ll want to keep and wear again and again. I.e. not too trendy. It certainly draws upon the preppy culture of Polo, the parent company’s success; with it’s casual and suit dressing, bold colors and vintage touches.

Another established brand, J. Crew, has entered the offshoot market. Madewell 1937 - a line that hopes to rival Old Navy with 20% to 30% lower prices then parent company J. Crew - has a more casual aesthetic and feel. Hoodies, tunics, tanks and jeans are popular along with trendier patterns, fabrics and shapes. There is a definite J. Crew feel only younger and more hip. They currently have stores in Dallas, Austin and Santa Monica with plans to open more soon.

It seems that popular labels are reaching out to a larger audience and mostly with more affordable clothing. Which is great for a price conscious consumer. After all, we’d rather lose the price than the trend factor. And that seems to only be growing.