Oscar De La Renta Collaborates With The Outnet
Online fashion retailer theoutnet.com is collaborating with Oscar de la Renta on an exclusive collection, to be launched on February 26th. The collection will feature 24 pieces and will range from 325$ to 1295$.
Oscar de la Renta CEO Alex Bolen told WWD this collaboration will be an opportunity for the fashion house to optimize his ressources : "Currently, the brand's outlet model is driven by surplus merchandise, and this marks the first time product has been actively developed for this channel of trade. We have things around here that are underutilised - [such as] 40 years of patterns, fabrics and artwork that a lot of people spent time on. We thought, perhaps we can put something together in a way that is new, that doesn't require as much development time and in an exclusive way."
It's a win-win opportunity, for The Outnet managing director Stephanie Phair : "We know that our customer loves Oscar, but we also feel that this is an amazing opportunity to tap into The Outnet's audience and a new audience that Oscar as a brand might not have reached yet. This is tapping into a potential customer that will become an Oscar de la Renta customer"
With de la Renta's new store opening in Europe (read here), it really seems that the brand is beefing up its distribution capabilities in all directions. Will the design capabilities be enough to supply offline and online channels with new outifts ? We'd love to, but only time will tell
