Retail Merchandiser - July/August 2013 - (Page 24)

BCBGENERATION Blending European chic with California casual, BCBGeneration aims to convey feminity and toughness in its apparel. Generating Buzz BCBGeneration uses its high-quality licensees and partnerships with major retailers to reach out to a free-spirited demographic. T Joyce Azria, creative director Vernon, Calif. 24 he world of women’s fashion is vast, with a seemingly infinite number of choices. Standing out among the ocean of brands that can be found in the world’s most popular department stores is a daunting proposition, but that’s a challenge Joyce Azria is only too eager to take on. As creative director of BCBGeneration, Azria says it’s her job to make sure the brand hits its target market with ap- July/August 2013 parel that appeals to young women’s style and budget considerations. With five years already under its belt, it’s clear that BCBGeneration is living up to Azria’s expectations. BCBGeneration is a sister brand to wellknown fashion powerhouse BCBMAXAZRIAGROUP. Founded by Azria’s father, Max Azria, in 1989, the studio has designed lines of clothing found at retailers worldwide such as Lord & Taylor, Macy’s and Bloomingdale’s. The studio’s clothing has been worn by celebrities including Angelina Jolie, Eva Mendes and Taylor Swift. Much like her father’s designs, Azria says BCBGeneration is focused on creating more than just fashion – it seeks to create a lifestyle. Through a blending of European chic with California casual, BCBGeneration says its apparel conveys femininity and toughness with a look that is at once young contemporary and timeless. “It’s one of the most exciting if not the most exciting brands out there,” Azria says. Spirited Brand Azria describes the DNA of the BCBGeneration brand as one that not only is inspired by the latest trends in Europe, but also is influenced by being right in the middle of the Los Angeles celebrity scene. “We see what every celebrity is wearing,” she says. “It’s such an exciting place to be designing from.” Whereas BCBMAXAZRIAGROUP designs fashions focused on elegance and sophistication, Azria says BCBGeneration aims at a younger, more free-spirited demographic. “It’s really offering kind of the little sister to the BCBG MAX AZRIA experience,” she says. When it comes to realizing those designs into actual fashions for department store displays, Azria says BCBGeneration is blessed with licensees who understand the brand and create high-quality offerings. This is due in large part to the work of Sophie Rietdyk, President of Licensing and International, who Azria says continually brings in “best-in-class” licensees. “We’re such a design-driven company, and we’re all about the product and the consumer,” Azria says. “We tell that story to the licensees. When it gets to the licensees’ hands, they’re the pros.” Rietdyk says the brand has experienced signifi-

Table of Contents for the Digital Edition of Retail Merchandiser - July/August 2013

Retail Merchandiser - July/August 2013
Digital Messaging
How to Bring New Life to the Center Store
Fall Toy Preview 2013
WWWDMAGIC 2013 Fashion Preview
Hispanic Footwear
Firm Fashion Fixture
Macy’s Magic
Generating Buzz
Looking Sharp
On the Trend
Shoe Sensation
Victorinox Swiss Army Inc.
Hiller’s Market
Patrick James Inc.
Art Van Furniture
Fairway Market
Architec Housewares
Easy Rest Adjustable Sleep Systems
Burnstad’s Market
Shoe Carnival Inc.
Destination XL
Hibbett Sports
R.H. Ledbetter Properties
Goodwill of Central Arizona
Beyond the Rack LLC
Cymax Canada
Diamond Nexus
New & Notable

Retail Merchandiser - July/August 2013