The Sak, best known for crochet handbags sold at department stores like Macy’s and Dillard’s, is adding two new brands to its portfolio for Fall 09.
The company has been reinventing itself as more fashion-forward for a few years now, an effort which has included the addition of the more upscale Elliot Lucca collection. Now The Sak will be adding Free Bird and Lina on the lower end. Both lines will be crafted entirely of PVC.
“We’re bringing our textural heritage into PVC and engaging a more fashion-forward customer. PVC doesn’t have to be so plasticlike, it can be cool and hip and it can feel great,” said CEO Mark Talucci.
Both lines are targetted at a younger shopper. Free Bird will range in price from $50 to $100 and be sold at The Sak’s usual department stores. Stylistically the bags will be focused on details like handstitching and hardware. The line’s logo will be a Native American dream catcher icon, to highlight the brand’s spiritual message.
To be aimed at retail locations like Kohl’s and J.C. Penney, Lina will be sold at even more affordable price points in the under $60 range.
While the Elliot Lucca line has definitely improved The Sak’s fashion image, I’m not sure how going all-synthetic and lower market is going to help the company secure a reputation for being fashion-forward.
[Source: WWD]
