To have a new collection (press!), designed by an already proven (commercially successful!) designer* and backed by a large commercially successful mega-brand (confidence) to offer their customers next Fall.
Yes, retailers will be happy to buy into Mr. Krakoffs inspired design but they will be even more thrilled to buy into a “new” collection that they believe will be able to deliver on time, not struggle with sizing and fit issues for the first few seasons and be there at the end of the season if things don’t work out as planned. Unless the prices are through the roof retailers will be buying into the whole package. Confidence is something retailers have not been able to buy much of lately.
Designer, Reed Krakoff, is in a very enviable position right now.
Mr. Krakoff hit that sweet spot of design that is just aspirational enough while still being something that you can imagine in your everyday life. Sometimes creating desire can be so simple….just give us what we want, just slightly better than we could have imagined ourself. That is what this collection seems like to me.
*Mr. Krakoff ,for those of you that don’t know, is the man behind the turn around of Coach.