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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.