vera wang

vera wang - Wall street journal BOSS TALK Is Discount a...

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Wall street journal BOSS TALK Is Discount a Good Fit for Vera Wang? The Designer, on Pins and Needles Over Kohl's Line, Discusses Brand By VANESSA O'CONNELL September 5, 2007; Page B1 Few designers are as prolific as Vera Wang. Working as an editor and stylist at Vogue for 16 years before moving to Polo Ralph Lauren Corp. as a design director, she later built one of the world's best-known bridal businesses. She's now branched out to other apparel: Her high-end collection this fall features $1,700 military-style jackets and $2,800 gowns; her midprice Lavender Label runs from $350 skirts and pants to $900 dresses. Her licensing operations range from eyeware to china, stationery and even mattresses (with Serta). And five perfumes bear the Vera Wang signature. All told, her privately held empire generated at least $225 million in wholesale sales last year. Now, Ms. Wang, 58 years old, has designed a line of dresses starting at $68 and handbags starting at $49 for discount chain Kohl's Corp, bearing the name Simply Vera Vera Wang. As the cheap-chic apparel, accessories and home goods arrive Sunday at more than 800 Kohl's stores, naysayers are watching for signs that the line will weaken Ms. Wang's image. Her high-end collection is only three years old, and many consumers still know her best for her bridal gowns. 1 3 The Chinese-American designer, raised on Manhattan's tony Upper East Side, recently took a break from preparing for her runway show at New York's fashion week, which starts today, to discuss the new line. Ms. Wang, dressed in black leggings and an oversize top at her Park Avenue home, reflected on the challenges of building a powerful brand. Excerpts: WSJ: What's on your mind as you launch this Kohl's line? Ms. Wang: Well, I am nervous. I would be dishonest if I said I wasn't. But I think I brought intelligent fashion and style -- and a sense of who I am personally -- to the merchandise. I took my best shot at it. And of course it is nerve-racking. I have never gone this path, so it is a big job for me. I don't consider it a jump down, I
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consider it a jump across to a much bigger world. Being able to dress so many more women, to me as a designer, is a privilege. Sure, I love the new collection [runway] show. There is nothing like it. But if I can't see my work on more people, what did that mean ultimately for me as a designer? Fashion is also about being able to reach more women. Isn't that the ultimate goal? Are you dressing 20 people in the world?
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This note was uploaded on 02/22/2012 for the course CSR 309 taught by Professor Staff during the Fall '08 term at Purdue.

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vera wang - Wall street journal BOSS TALK Is Discount a...

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