The Made in U. Lepore said it was "fantastic" that Club Monaco is experimenting with a collection made in the country and hopes other designers take note. We are in there two or three times a day watching everything. The other advantages include understanding worker conditions, promoting middle class jobs, decreasing the carbon footprint and having quicker speed to market if something is selling well.
We'll notify you here with news about. Turn on desktop notifications for breaking stories about interest? Credit: Mimran Group. The brand quickly expanded across the country, opening stores in other major cities like Vancouver and Edmonton. The Alfred Sung brand remains owned by the Mimran family, with siblings Jordin and Tamara Mimran overseeing a present relaunch of the line. For many clothing companies, logo items remain a key strategy when it comes to both accessibility and marketing, which Mellamphy describes as an entry for aspirational customers.
At one point, Club took the athleisure trend even further, launching spinoff sport brand CMX. The line had its own concept store in the basement of the Bloor Street flagship, recently shuttered. This iconic Toronto retail space deserves a nod for being a trailblazer itself.
Clueless star Alicia Silverstone wears a Club Monaco t-shirt for a campaign. In , the company was acquired by Ralph Lauren, who remained the owner until recently: the American fashion conglomerate announced the sale of Club Monaco to private equity firm Regent LP for an undisclosed amount in May But Pierrel believes that misses the point.
It is actually about driving traffic. Five years ago, Club Monaco launched its premium fashion-forward line called Collection, and some observers have pointed out that the brand appears to be investing in better-quality materials and offering a better fit.
Collaborations happen to be another favorite tactic of startups looking to expand their audience. Guests who stayed during the Fourth of July weekend received special Club Monaco perks, like cobranded totes and beach towels. This strategy also appears to be inspired by other young brands.
For startups, popping up at trendy hotels and restaurants is a smart way for brands to tap into new audiences, but it also creates Instagrammable opportunities for guests. This seemed to work for Club Monaco as well, giving the social media reaction to the event. Two double-sided sidewalk chalkboards done for a clubmonaco and ruschmeyers pop-up this week in Montauk. So the brand has had to think about how to be more efficient with its stores. Club Monaco declined to give specific figures. And Club Monaco is now working on a big project of transforming its website.
The website needs to become more humanized, where actually we tell stories, we market, and we interact with our customers. But for Pierrel, these experiments with the website and the brick-and-mortar presence are not really an end in themselves. None of this is easy with a company the size of Club Monaco, which makes tens of thousands of products a year. And it is even harder when it is part of a leviathan like Ralph Lauren.
Unlike the CEO of a startup, Pierrel must make a strong case for each new initiative, and his superiors are ultimately answerable to shareholders. He described his frustration at how it is sometimes much slower to pitch and implement a new retail idea at a company the size of Ralph Lauren compared with small, emerging companies.
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