The remainder will be under a strict embargo until the collection drops in stores in October, the brand confirmed today in a statement. The lookbook will be sent out the following day to magazine editors, as normal, but it is strictly for editorial requests only. The repercussions of Instagramming a favoured look from its pages are unclear, but the purpose of the ban is to limit over-exposure and build anticipation for shoppers.
"We feel our clients and fans will love getting a sneak peek of the collection as opposed to inundating them with too much imagery too soon," the statement reads. "Ultimately, this is all about creating more excitement when the product is available."
The brand is currently experiencing a fruitful sales period and has just reported its strongest quarterly sales growth in a year, jumping 10.9 per cent to $1.2 billion in the quarter ended April 2, Reuters reports. The company also announced that it has acquired Michael Kors (HK) Ltd., the exclusive licensee of products in China and other areas in Asia, for $500 million in cash. To maintain this momentum, the label will veer away from heavy discounting in a strategy similar to that of brand-of-the-moment, Vetements.
"Beyond delivering strong financial performance, we raised the level of fashion innovations and newness in our product assortment," CEO John Idol told analysts. "Michael and the design team elevated our product offering with new trend-leading silhouettes, textures, colours and materials, which were met with a positive response from our customers."
"We feel our clients and fans will love getting a sneak peek of the collection as opposed to inundating them with too much imagery too soon," the statement reads. "Ultimately, this is all about creating more excitement when the product is available."
The brand is currently experiencing a fruitful sales period and has just reported its strongest quarterly sales growth in a year, jumping 10.9 per cent to $1.2 billion in the quarter ended April 2, Reuters reports. The company also announced that it has acquired Michael Kors (HK) Ltd., the exclusive licensee of products in China and other areas in Asia, for $500 million in cash. To maintain this momentum, the label will veer away from heavy discounting in a strategy similar to that of brand-of-the-moment, Vetements.
"Beyond delivering strong financial performance, we raised the level of fashion innovations and newness in our product assortment," CEO John Idol told analysts. "Michael and the design team elevated our product offering with new trend-leading silhouettes, textures, colours and materials, which were met with a positive response from our customers."
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