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Phase Two for Perry Ellis

The Miami-based brand plans to introduce another scent next year for Father’s Day and retail expansion is also in the works.

PHASE TWO FOR PERRY ELLIS: Perry Ellis is ready to roll out the next phase of its brand repositioning. Following last summer’s update of its namesake fragrance created with Falic Fashion Group, the Miami-based brand plans to introduce another scent next year for Father’s Day, according to Perry Ellis’ vice president of marketing, Matt Cronin. Retail expansion is also in the works. With some 40 stores, most of which are outlets, the company plans to open more full-priced flagships. In line with its revamp initiated last year, the mantra for the next phase of growth is modern. “Our interpretation of modern isn’t antiseptic,” Cronin said. As evident in the Robert Frost-inspired fall collection on display at a dinner co-hosted by fashion blog Champagne and Heels on Wednesday at the Sunset Tower Hotel in West Hollywood, Perry Ellis defines it as clean and natural without taking itself seriously. And judging by the reaction from guests including actresses Estella Warren and Megan Duffy, Perry Ellis already has an audience for a much-requested reintroduction of a women’s line.

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