Unpacking Elizabeth and James’ Curated-Vintage Strategy
With the contemporary market in flux, founders Ashley and Mary-Kate Olsen have implemented a broad push to bring their oh-so-specific vintage fashion and accessories edit to wholesale partners.
…Elizabeth and James, founded a decade ago by Ashley and Mary-Kate Olsen, is one of those brands. In 2015, the designers took a huge step forward by bringing the label in-house after the expiration of their deal with licensee Jaya Apparel Group, subsequently revamping the collection to reflect something less merchandised and more personal. Last year, they opened the brand’s first directly owned store in The Grove, Los Angeles’ popular outdoor shopping centre, which they’re using as a sort of testing ground for new concepts.
One such experiment consisted of peppering the store with select vintage, which included band tees, jeans and sweatshirts. The lineup quickly turned into 20 percent of the store’s overall business, which spurred the company to open up vintage pop-ups at both Neiman Marcus in Beverly Hills and Bergdorf Goodman in Manhattan this summer.
“We really look at what’s happening in the market as an exciting opportunity,” Ashley says. “We know our customer, we like being able to make noise, we like being able to be disruptive a little bit. More and more, our partners are willing to hop on board with that.”…
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