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

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
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
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
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?
Image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern