Oscardelarenta Brand Talks About Its Own Experience

In October 2014, OscardelaRenta, the American designer regarded as the industry leader, died of illness.

He seemed to have a premonition that he was anxious to find a successor in the first few months of his death and finally locked up PeterCopping, art director of NinaRicci in Paris fashion house.

In the eyes of outsiders, PeterCopping was somewhat unlucky enough to arrive in New York before long, and OscardelaRenta soon passed away.

Waiting for him to finish ahead is the 2015 autumn winter series, which lasts only 4 months.

The change of dynasties is not fresh.

CocoChanel, ChristianDior, Crist balBalenciaga... From the founder of the first fashion house in Paris, whenever people leave, the brand can always pition gracefully to the next era of creative director.

KarlLagerfeld's Chanel and AlessandroMichele's Gucci is a success story.

However, OscardelaRenta is unique in the blood exchange period. It is still a family business and its chief executive is AlexBolen, the son-in-law of the founder.

In 1973, OscardelaRenta on behalf of the United States went to Palace of Versailles to challenge Paris counterparts and became famous in the first World War.

Now, can the second generation who take over the brand of the same name carry the banner of his father? Before he started his show in New York fashion week, Fashionista chatted with him about the future of OscardelaRenta.

If it hadn't been for delaRenta's daughter, AlexBolen probably wouldn't have been involved in the clothing industry for the rest of his life.

Prior to becoming chief executive of OscardelaRenta, his home was in Wall Street, with a qualification of 14 years.

He also clearly remembered that in 2004, the old father-in-law handed him a company worth 650 million yuan (4 billion 240 million yuan).

At that time, OscardelaRenta still used the franchise mode in 1990s, and did not own shops.

"The department stores that appeared in 1990s are now only one of the Messi families. With the gradual loss of franchise mode, we must readjust them."

AlexBolen explains.

So the first thing he did after he took office was to set up a self run store and expand it to a market outside the United States.

At present, OscardelaRenta40%'s revenue comes from

Outside.

If you were in Beijing or Shanghai, you might have visited it in Joyce boutique.

What surprised AlexBolen was Japan: "in fact, we never thought about entering the Japanese market before, but the results were amazing.

Consumers are very interested in PeterCopping's design. "

The creative director has since taken up 7 series, namely spring and summer, holidays, early autumn, two seasons, autumn and winter and two wedding dresses.

His first series of 2015 autumn and winter designs for OscardelaRenta was highly praised by the media. AnneSlowey, the fashion director of ELLE magazine, said that while PeterCopping paid tribute to the founders, it had injected vitality into the old soul.

The comments from netizens from the live broadcasting platform are also moving collectively to the front. They are very optimistic about the designer who opens the new era.

At OscardelarRenta headquarters in Manhattan.

The office walls are hung with photos of SarahJessicaParker, KateMoss and other stars dressed in delaRenta evening dress.

If the OscardelaRenta dresses that shine in the red carpet such as Oscar and golden ball all year round, I would be able to assemble books.

The designer's reputation as "red carpet master" is well deserved.

Although the people have gone, the red carpet strategy is still steady.

At the awards ceremony of BAFTA (British Academy of motion picture and Television Arts), AnnabelleWallis was dressed in the OscardelaRenta2016 spring summer series.

Star Wars GwendolineChristie chose to wear a PeterCopping custom white dress at the premiere of the movie.

To a certain extent,

The best disciples of OscardelaRenta are as fond of curves as they are.

But the market shows that shoulders, waist and big skirts are too old. Most consumers are mature women over the age of 35.

In order to expand the target audience, PeterCopping adds high saturation color, denim cloth and sexy underwear elements in the design.

There are not many consumers who can afford the average price of US $4000 (about 26 thousand yuan), but the marketing scope of OscardelaRenta is far beyond this range. AlexBolen also strongly resists the word "exclusion".

As early as 2010, it broadcast live shows through Facebook, and solicited questions on social platforms.

AlexBolen responded by saying, "we can establish contacts with new customers.

This may be one of the advantages of medium sized Enterprises -- quick response to technological innovation.

What you may not be able to imagine is that OscardelaRenta will also sell accessories, handbags, shoes, children's clothing, fragrances and homes.

For most luxury goods companies, leather bags and accessories have long been the main source of profits.

But this universal law does not apply to OscardelaRenta.

AlexBolen has repeatedly claimed that the evening dress with a price tag of US $4000 (about 26 thousand yuan) is its main product.

"We are developing other categories, but women's clothing is the basic thing."

He said.

Unlike the elderly father-in-law who only wanted to make a skirt, AlexBolen considered extending the commercial layout to men's clothing as early as 2000s.

He said to Fahsionista: "people listed OscardelaRenta as the seventh most elegant men in the world, and I have to incorporate this male elegance into the brand.

It happens that men's clothing is on the rise, probably because we spend more money on clothes.

In addition, AlexBolen does not rule out a new store in Paris.

However, taking into account the current retail situation, global oil prices and exchange rate changes, we need to take steps step by step.