US-based luxury direct-to-consumer apparel brand Carlisle has two major announcements underway. It’ll stage its first ever fashion show during New York Fashion Week in February next year. After spending an entire year on ways to refresh and rebrand all the aspects ranging from design to business to product development to merchandising and consumer touchpoints, the brand is all set to showcase its offering to the world in an effort to increase awareness for the brand.
“We’ve been working on everything to relaunch every single consumer touchpoint and consumer-facing asset from colour to the [shopping] bags and taglines to contemporise and make more relevant the Carlisle and Etcetera brands,” (Etcetera is the company’s more casual line) Terrence Moorehead, Chief Executive Officer of Carlisle, said.
Keen attention to details such as fabric and trim, and a decision to invest more heavily in finer materials emerged as the key point of focus during the overhaul. A recent addition of a cashmere programme wherein the brand will be deploying finest quality 18-gauge cashmere (same as Balenciaga and Bottega Veneta) has also been announced.
The overhaul also incorporated a restructuring of the brand’s store base with old locations being shuttered and new ones opened in more upscale markets. Carlisle also plans to open a full-price pop-up boutique in Chicago next month.
Two key differences exist at Carlisle, on one hand, consumers can make direct purchases from the company site without being an existing client while on the other hand, its price points engage a certain kind of consumer. Carlisle’s product offerings are significantly higher as compared others in its league with jackets priced between US $ 400 and US $ 800 and skirts starting from US $ 600 going as high as US $ 1,200.