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.
