Monday, February 4, 2013

Oscar De La Renta Collaborates With The Outnet


OSCAR DE LA RENTA has teamed up with online fashion retailer theoutnet.com to create an exclusive collection, due to launch on February 26. The 24-piece range will be more accessibly priced than the label's mainline, with items ranging between $325 (£206) and $1,295 (£823).

"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," Oscar de la Renta CEO Alex Bolen told WWD. "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."

The offering - which is made using the same patterns, fabrics and factory as the brand's mainline - features mainly dresses, in addition to a pair of printed shorts, a pink pencil skirt, red high-waisted trousers and a sleeveless tie-neck blouse. The most expensive piece comes in the form of a coral-coloured, floor-length, silk, trapeze gown. 

Oscar de la Renta has one outlet store in the US, but Bolen said he is considering bringing a similar discounted store to Europe in the future. However, for now, the focus is on its latest venture. Olivia Palermo has been chosen as the face of the collection.

"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," said The Outnet managing director Stephanie Phair. "This is tapping into a potential customer that will become an Oscar de la Renta customer." 

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