Most Recent Articles In Fashion Scoops
Latest Fashion Scoops Articles
BULKING UP APPAREL: Zappos.com’s quest to raise its apparel profile is getting some help from Hollywood. The online shoe destination has partnered with 20th Century Fox to create a scarf inspired by Marlena, the circus performer Reese Witherspoon plays in the movie “Water for Elephants,” which hits theaters on April 22. The $79 silk scarf marks the first time Zappos.com’s private label team has produced merchandise associated with a film in-house. “A scarf is one of the key pieces to her [Marlena’s] ensemble throughout the film, so we thought it was a great carryover,” said Tom Ellingson, an assistant manager of business development at Zappos.com.
The site is also looking beyond Hollywood to Britain by introducing Fred Perry, Ted Baker, Ben Sherman, Boxfresh and ONETrueSaxon, the last two of which are exclusive online to the e-tailer in the U.S., in a Best of British boutique on its Web site. Galen Hardy, clothing czar at Zappos Merchandising Inc., hoped the British labels would bring a “fresh flavor” to Zappos.com to keep the momentum going in its clothing business, which he said has gone from 7 percent of the site’s sales in 2009 to 11 percent last year before increasing further “by half that this year.”