fashion-features
fashion-features

Fashion’s New Mass: Oscar, J.C. Penney Said in Talks

J.C. Penney and Oscar de la Renta are said to be in talks about bringing the designer’s cachet to the chain through the launch of a new label.

A new venture also might make financial sense, as de la Renta has resisted many attempts to sell his firm in recent years, refusing to yield control of the 38-year-old brand. His licensing business is quite lucrative and well organized, and the designer could stand to reap huge rewards from royalties if a Penney’s deal should go through, considering the chain’s national presence.

For instance, Bisou Bisou was projected to become a $500 million business within three to five years at Penney’s as it expands into other categories. De la Renta’s name is more broadly known — and that’s outside of the teen- to twenties-oriented contemporary category — and could potentially have a bigger impact in the mass channel. Of course, the companies would have to keep a tight control on image to avoid the pitfalls that have historically befallen designer brands that have been licensed out into too many categories.
Page:  « Previous
VIEW ARTICLE IN ONE PAGE
load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

LatestPublications
getIsArchiveOnly= hasAccess=false hasArchiveAccess=false