Retail Detail. Vera Wang's Lavender is Back


After over a year on hiatus, Vera Wang is bringing back her Lavender label. This time the collection will shift its focus as a capsule evening dress collection, which was how the line started in 2005. “This is very focused,” Wang told WWD. There will be dresses that are evening-ish and some that will go into full evening. The definition of evening is so open now."

Vera-wang3 The Lavender label was one of the many that was struck hard by the changing economic times. Wang first launched Lavender for spring 2005 as a line of cocktail and evening dresses for dress departments, but repositioned it for spring 2007 as a contemporary business replete with separates.

We closed Lavender because it got a little out of control,” explained Mario Grauso, president of the Vera Wang Group, who wasn’t with the company at the time. “The assortment was too large, and I think we were trying to be too many things. We relaunched it exclusively in Neiman Marcus as a specialty dress collection in the way that it started, but it’s very pointed and very specific.”

The new capsule dress line is priced from $395 to $595 at suggested retail and by contrast, Lavender’s previous incarnation carried retail price points from about $200 to $800. The new Lavender launched exclusively at Neiman Marcus last month.

– Taneisha Jordan

Source; Photos: WWD

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