In-Store Concept in Asia to Focus on L.A. Designers
The lineup of labels that will fill exclusive L.A. designer stores within department stores in Shanghai and Seoul is still being worked out.
But the forces working out the deal are hopeful that as early as next summer, and no later than next fall, Chinese and Korean customers will be able to savor a smorgasbord of hip fashion that comes directly from the palm-laden lands of Southern California.
“People who come to this section to shop will not only enjoy the vibrance and freedom of L.A. designs, but they can actually experience what it feels like to live in Los Angeles,” said Sabrina Kay, chairwoman and chief executive of Fashion Umbrella LLC, a Los Angeles branding and marketing firm that is fine-tuning the last details on 3,000-square-foot LAdesigns boutiques that will be inside the Golden Eagle Department Store in Shanghai and the Hyundai Department Store in Seoul.
The idea was announced by Los Angeles Mayor Antonio Villaraigosa during his 16-day Asian trade mission last month, which included an entourage of city politicians and local businesspeople. Villaraigosa’s trip to Beijing, Shanghai, Seoul and Tokyo was designed to enhance commerce between Los Angeles and Asia in areas that included boosting tourism, touting local seaports and pitching L.A. products.
Los Angeles’ expertise in apparel design was played up during the trip when two fashion shows were staged, one in Shanghai and another in Seoul. The catwalk extravaganza spotlighted 12 Los Angeles designers and their creations, which encompassed childrenswear, streetwear, casual clothing, womenswear and eveningwear. The fashion companies came from the member list of California Fashion Association, the Los Angeles trade group headed by Ilse Metchek, who helped to quickly recruit designers, who had 10 days to send samples to be shipped to China.
The local companies participating in the 40-minute-long shows were: Lloyd Klein, known for its array of stylish couture and eveningwear; Lucky Brand, the multimillion-dollar jeanswear company acquired several years ago by Liz Claiborne Inc.; Hot Kiss, the decade-old juniorwear company headed by Moshe Tsabag; Trina Turk, the stylish creator of resortwear; Karen Kane, the longtime womenswear line; Tadashi, the fancy dress maker; Jem Sportswear, maker of men’s and women’s T-shirts; BC Ethic, manufacturer of tops with automotive and rock ’n’ roll themes; KNL Inc., maker of juniorwear labels Heart & Soul and Big Flirt; Design Zone Inc., which makes a childrenswear label called Beautees; childrenswear maker Flap Happy; and the Sabrina Kay Collection of womenswear.
While many of these Los Angeles companies are eager to break into the Chinese and Korean markets, no one yet has gotten any immediate orders from the walk down the runway. Most said they opted to participate in the fashion shows because they wanted to support Villaraigosa and his efforts to promote Los Angeles.
“We lent a collection because we love the mayor,” said John Arguelles, president of Lloyd Klein, which is opening a new store on Beverly Boulevard on Nov. 14. “I think the area has tremendous possibilities and potential.”
Designer Trina Turk decided to participate because her label epitomizes everything Los Angeles represents. “L.A. is a big part of what our brand is about,” Turk said. “But we haven’t heard from anybody yet who is dying to buy our line. We will see what happens.”
Three of the 12 companies in the fashion shows might be represented in the LA designs mini-stores that are being developed, Kay said. “We are working on the negotiations to represent a few of the 12 designers and possibly other designers in the stores,” she noted.
When the stores are completed, there will be a definite L.A. vibe to the retail space. LA Inc., formerly called the Los Angeles Convention & Visitors Bureau, will set up a kiosk in the stores with Los Angeles tourist maps and information. A red carpet will be laid out to give the glitzy feel of Tinseltown, and large TV screens on the walls will broadcast Los Angeles fashion shows as well as blurbs on Los Angeles tourist spots.
This store-within-a-store concept has been on Kay’s mind for some time. In 2003, she wrote a thesis for her Entrepreneurship class at the University of Southern California that outlined this very same idea. “It’s about creating a store-within-a-store that represents designers our target customers want,” Kay said. “It’s about creating a shopping experience that is easy, fun and informative.”
