Let’s be clear, prices on The Outnet’s exclusive 19-piece collection range in price from $325 for a sleeveless tank to $1,095 for a floor length gown. But what customers will most likely be interested in are a series of dresses priced from $895 to $995, a noticeable departure from the high-end line's usual pricing.
Consider this a valiant effort to reach new customers. “People collaborate with H&M—[and] we have tried to find a new way to do that,” Alex Bolen, chief execute office of Oscar de la Renta told Women’s Wear Daily. “That was what the initial experiment was about. It was a success from many perspectives.”
Initially, ODLR’s specially designed 24-piece collection sold out most of the items when it launched February 26th. Chances are when the second half launches on December 17th, that one will do the same.
“I don’t need to talk to 10 million people,” Bolen said. “I need to talk to 10,000 people who are really fashion obsessed –and I need to talk to them about why they should be thinking about Oscar de la Renta. The Outnet customer is very much that fashion-obsessed customer.”
… And we’ll take smart marketing for $200, Alex.
De la Renta’s brand is really smart about being selective with their message and how they reach their consumer. Remember when they slashed New York Fashion Week invites? They proved to be ahead of the trend, considering that now IMG Fashion just announced their plans to do the same.
Is this the next wave of designer collaborations?