Ezekiel Revamps Women's Offerings
Come Spring 2010, core retailers will see refreshed and newly focused offerings from Irvine, Calif.–based surfwear maker Ezekiel. Jessica Rush, who assumed the role of women’s brand manager in January, led the transformation and hired an entirely new women’s design, merchandising and production team.
Formerly the brand’s international-sales manager and marketing and public-relations manager, Rush said the brand’s women’s offerings had seen a drop in sales over the last two years. “Our product just lost its spark. At one point, we were the leaders in fashion-forward women’s clothes [in the action-sports market], but then other brands surpassed us. I think buyers will be very pleased with what we’ll show them for Spring ’10,” Rush said.
New to the team are Desiree Sasse, who joined Ezekiel as head designer after stints at Starling and Scrapbook, and Karen Do, formerly of Fox, who is the brand’s new women’s production manager. Chelsea Smeaton, who designed Ezekiel’s womenswear during its heyday, has been brought on as a consultant. Fabrications and quality have been taken up a notch without increasing Ezekiel’s price points, Rush said.
“Now we’ve got a team that really understands design and merchandising. We’ve struck a healthy balance between being up-to-date and also having timeless basics,” Rush said. “Buyers don’t come to the surf/skate market for the trendiest pieces; there are plenty of other resources for that. We’re focusing on our culture and doing beachy, surf-inspired fashion really well.”
That means vintage-inspired fashions that are fresh and never lose sight of the beach and boardwalk. “I think we’re definitely picking up where we left off. Buyers will notice better fabrics, better prints and better quality. With the times being so tough for everyone, we had to get smarter, and we had to do better,” Rush said. Buyers will get their first glimpse of Ezekiel’s new-and-improved women’s offerings at the Agenda trade show later this month. —Erin Barajas
