The Direct-to-Consumer approach is on the rise as more and more designers and brands opt for catering to a wider client base by banking in on online sales.
In an effort to make their offerings more approachable, cut the middle man and overhead costs, Comme des Garçons emerges as the latest brand to adopt the model.
During the Dover Street Market event held in Beijing last week, Comme des Garçons’ Chief Executive Officer Adrian Joffe revealed plans for the Japanese fashion house to introduce a new label. “Nobody knows yet, but what I can tell you is it’s going to be Internet-based,” clarified Joffe, further adding that Rei Kawakubo is currently working on the design of the website.
The upcoming label would be an extension to the main Comme des Garçons brand and pose as the 18th label under the brands joining the likes of designer lines housed by the CdG such as Play, Noir, Homme, Plus and Shirt, among others.
Initially, a ‘simple’ collection for both men and women will be launched on CdG’s forthcoming website, which will be followed up by the opening on six shops across the world.
The brand is expected to be revealed in July this year and would relatively be more affordable than the brand’s mainstream lines. It would ideally include more styles similar to the brand’s PLAY line, in an attempt to attract the growing millennial and Gen Z markets.
