The Oscars aren't the only ones trying to appeal to a younger audience these days; luxury handbag house Judith Leiber has announced its launch of Overture by Judith Leiber a line of bags geared toward a younger demographic. Designed with the "party girl" lifestyle in mind, the bags in the Overture lineup will come in jewel tones like violet and blue, as well as bold metallics and animal prints. The Judith Leiber signature stamp can be found in the crystal embellishment and agate geometric designs on the smaller clutches while while larger suede bags for day will be encrusted with studs.
The concept of Overture was conceived after Judith Leiber execs realized there was an entire market of younger women raised with Judith-Leiber-carrying mothers, who love the look of the brand but can’t afford its $1,500 to $12,000 price tag. It seemed only reasonable to create a special line for that clientele, but without the watered down element some contemporary lines have.
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“There was a lot of dialogue about, ‘What will this look like?’” said Mary Gleason, Judith Leiber Brand president, of envisioning the Overture line. “When people broaden their assortment, they always think about it as a diffusion line, they think about it as dumbing the core down, but that is not what this is at all. We see this really as a broadening of a customer base, not only [via] price point, but in trend and look.” The 15-piece line, produced with licensee Accessory Network Group, will be sold in luxury department stores and Judith Leiber boutiques beginning in the fall, and will be priced between $200 and $700.
Article and Photo Source: WWD