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.”…

Read the whole article here at BOF


Today’s batch upload:

Candids:

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Appearances:

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06 September 2017: Ashley Olsen attends the Mama Mia presentation, Spring Summer 2018 during New York Fashion Week, New York, USA
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03 September 2017: EXCLUSIVE: Mary-Kate Olsen and husband Olivier Sarkozy attend the Grand Prix and final day of the Hampton Classic Horse Show in Bridgehampton. Bridgehampton, NY
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Latest batch uploads (see them all here):

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Thanks to Kikue for scanning & sending the Vogue Japan scans in!

29 August 2017: Mary-Kate Olsen is seen watching and competing in the 2017 Hampton Classic Horse Show in Bridgehampton, New York, United States
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Latest Uploads Appearances – HQ:
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Other latest uploads:

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29 August 2017: Mary-Kate Olsen is seen watching and competing in the 2017 Hampton Classic Horse Show in Bridgehampton, New York, United States
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Latest Uploads (HQ):

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Added these unseen shots from the 2017 CFDA (inside), The MET Gala (inside) & the Boom Boom after-party.

I’ve also added some more HQ’s to 2 candid albums.

01 May 2017: EXCLUSIVE: Mary-Kate and Ashley attend The Metropolitan Museum of Art Costume Institute Benefit in New York City – Inside
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01 May 2017: EXCLUSIVE: Mary-Kate and Ashley attend The Metropolitan Museum of Art Costume Institute Benefit After Party at the Boom Boom Room
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05 June 2017: EXCLUSIVE: Mary-Kate and Ashley attend the 2017 CFDA fashion awards at the Hammerstein Ballroom in NYC – Inside
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01 May 2017: Mary-Kate and Ashley arrive & leave the Met Gala After Party at the Boom Boom Room, NYC
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16 May 2016: Mary-Kate and Ashley Olsen were spotted visiting their NYC Boutique, “The Row” on Sunday afternoon. The store is still getting the finishing touches put on. The sisters spent 2 hours inside, changing interior elements, designs and selecting floral arrangements as they prepare for the Grand Opening. Mary-Kate brought along husband Olivier Sarkozy so he could over-see the project as well.
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24 August 2015: Mary-Kate attends The 2015 Hampton Classic Boutique Contest as a Judge, in Bridgehampton, New York.
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Boats, cars, shoes, art, jewelry, home goods, handbags, clothing, gifts, anything and everything you can think about buying is on site at the Hampton Classic Horse Show in Bridgehampton, New York. The “Boutique Garden” is just that, a place for riders and spectators to come together in the central part of the showgrounds for a walk through the some of the most exciting shopping experiences on the east coast. “There is something for everyone. Unique merchandise surrounds the garden for all ages, all sizes, and all interests,” explains Ashley C. Cline of Equestrianstylist.com.

The judges for the 2015 Hampton Classic Boutique Contest were Ashley Cline of EquestrianStylist.com, Mary-Kate and Ashley Olsen. “It was an extremely difficult decision this year to chose the winners with so many different types of vendors. Mary-Kate and Ashley have a strong retail and fashion background, so we were able to come together and decide on our three favorites after discussing the boutiques with the best merchandising strategies.”

With a short discussion over the top choices from Mary Kate and Ashley Olsen’s team and Ashley Cline of EquestrianStylist, the awards were decided.

Source: equestrianstylist.com
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