The Kooples, a popular fashion brand, has announced that they will be presenting a staggering 12 collections per year starting in 2017. Co-founder Alexandre Elicha revealed this bold plan, stating that the brand will release one collection per month throughout the year. While some fashion houses are reducing the number of annual fashion shows, The Kooples is taking a different approach by producing more collections.
The trio of Alexandre, Laurent, and Raphaël Elicha, who lead the brand, have expressed their desire to “reinvent” themselves in the coming year. The Kooples has decided to stray away from the traditional concept of seasonal lines and instead offer their customers a new collection every month. Alexandre Elicha explained that each collection will have a unique image and a strong identity, bringing fresh and innovative designs to their customers.
This new strategy aligns with the “See now, Buy now” concept that has been developed by fashion houses since 2016. By offering monthly clothing collections, The Kooples is directly addressing the demand from their customers. Alexandre Elicha highlighted that their customers no longer want to see a piece of clothing in an image and then have to wait six months to purchase it. They want immediate access to the items they desire, and The Kooples aims to meet this expectation.
To kickstart their new calendar organization, The Kooples has unveiled their first collection called Moonlight. This capsule collection features designs in velvet and lace, incorporating a black and red dual-color palette that is perfect for festive occasions. The pieces in this rock-inspired collection are ideal for those who want to celebrate the night in style.
It remains to be seen whether The Kooples’ decision to offer 12 collections in 2017 will generate more demand from consumers. However, by adapting to their customers’ direct needs and preferences, they are positioning themselves to stay relevant in the ever-evolving fashion industry.
Useful links:
1. For more information about The Kooples’ collections, visit their official website: https://www.thekooples.com/
2. Stay updated on the latest fashion trends and news on BFM TV’s fashion section: https://www.bfmtv.com/mode/
