Doo-Ri Chung will launch a lower-priced line next year. She hasn’t decided on a name for it yet but says it will incorporate her signature draping and silhouettes in fabrics more suitable for everyday wear. Chung tells WWD that she decided to launch the line to broaden her price point. Dresses from her main line wholesale from $395 to $895 and tops from $250 to $675. But dresses from the new line will wholesale from $170 to $200 and tops from $80 to $119. “We are really hoping we can reach a broader range of stores,” Chung said. “I can’t really sell my main collection to a lot of wonderful stores. At that price point, your distribution can be completely broadened.” And your business can better weather the recession.
A slew of other designers are expanding their lines as well. Thakoon will launch Thakoon Addition which lands in stores in May. The line, not a diffusion but rather a brand extension, “will be inspired by some of the designer’s most popular designs, and sit alongside the main collection,” according to WWD. Tuleh designer Bryan Bradley will launch a lower-priced line next year called Bryan Bradley. And Zac Posen is busy working on his lower-priced line, though a launch date hasn’t been determined.
