A designer T-Shirt hits the catwalk and the mall the same day
At the ITMF Annual Conference in Austrian Bregenz (September 8 -10, 2013) TextileFuture heard from a souring specialist company representative that it is now customary that a retailer books his orders by mobile phone on Monday, on Tuesday the fabric for 250000 units is woven, on Wednesday it is dyed and finished, on Thursday the item is sawed and shipped on Friday to the U.S.A., and on the shelves within a week – these are the sourcing capabilities of PVH Corporation in Hong Kong
In a different way, a graphic T-Shirt with a gemstone and flower design by designer Rebecca Minkoff is set to start selling to consumers the same day it comes down on the catwalk, according to WSJ Wall Street Journal. Of course it is only one piece from the designer’s collection to only hit the stores next spring.
On September 7, 2013, the T-shirt was available from Nordstrom in 45 stores across the USA and online as well as from the designer’s own website.
The items are the result of a crowd sourcing contest from the designer and Nordstrom, working in partnership with blog service Tumblr. The by the people, for the people theme applies to marketing as well. The shirt and bag are modelled in photos, with both the model and photographer are alike selected from submissions to the contest.
One of the big things for Uri Minkoff, the designer’s brother and CEO of the designer company, spearheading the effort commented: We have a democratic relationship with our customer and we are allowing the customer to have a say. By having the merchandise in stores immediately, the brand hopes to encourage “see now, buy now, wear now”.
To ensure the T-shirt and tote made it into stores in time for the runway show, Uri Minkoff had to condense the development and photographer. Rebecca Minkoff judged the entries alongside Nordstrom’s executives and David Karp, CEO and founder of Tumblr.
The winning design is the work of Anjni Raol, living in Santa Monica, California. The T-shirt and tote were both made in the U.S.A.
On August 20, 2013, Rebecca Minkoff flew the winning model, Sarah Cousins, from Greensboro North Carolina to New York to be photographed by the winning photographer, Anna Cone of Brooklyn, New York. Each of the three were awarded USD 5000.
It is the second time the Minkoff brand and Nordstrom were collaborating with crowd sourcing. For the second collaboration, Minkoff solicited millions of Tumblr users. The first collaboration ended in higher priced design of a handbag sold for USD 395, the T-shirt and tote retails for USD 48, respectively USD 29.