It appears that Vera Wang’s secondary line, Lavender Label, has been in a serious financial pinch since the economy began its downturn. I’m a big fan of the contemporary line and am saddened to hear that Bergdorf Goodman and Saks Fifth Avenue have both dropped the line for spring. It is also being reported that Neiman Marcus has reduced the number of stores that will carry the line.
The problems with the line’s sales are being attributed to pricing. The line, which retails for between $200 and $800, is priced at the upper end of contemporary and is said to be too pricey for its target audience.
Since Constance Darrow, Vera Wang’s president of creative direction, joined the company last spring, the line has reportedly become less light and airy, thus alienating some of its customers. Wang is said to be rethinking the direction of her Lavender line given its performance and may decide to license her secondary line.
Wang said that she and her team were going with where they thought the business was, adding that she “didn’t just hope for it to be a resource, but I wanted it to make a statement every season from a creative point of view. We were in some cases overpriced for the landscape of contemporary. For us, we are taking this as a good time to rethink what Lavender is, could be and will be. There are some other possibilities on the horizon on how we morph Lavender.”
Given the state of the line I can’t think of a better time to check out a Vera Wang Lavender Label Sample Sale. There’s one taking place in New York City (261 West 36th Street, Between 7th and 8th Avenue, 2nd floor), from Tuesday March 31st through Friday April 3rd and everything will be 75% off. The hours are below.