The Kooples switches to monthly collections
The Kooples is rethinking how it designs and releases collections. The Parisian men's and women's brand is saying goodbye to two major seasonal collections per year and opting for monthly collections. Interviewed this month by BFM Business, Alexandre Elicha, co-founder and co-head of the brand, announced the transition to twelve collections per year.
“We felt it was time to reinvent ourselves. This renewal means another way of working,” said Alexandre Elicha. This means a shake up from two to twelve collections per year. “Each collection will have a particular image, a strong identity. As a way to bring in more innovation, more creativity,” but also “more rarity and exclusivity,” he added.
The transition to this new schedule has just launched with the “Moonlight” collection, the first monthly installment for the holiday season. 2017 will see monthly editions for both men's and women's wear. While the brand has already tested capsules, such as last summer, it is now conducting in-depth re-organization of its structure.
“Our customers no longer want to see a piece of clothing, like a coat, a photo, and then only actually discover the real thing six months later. They want this coat right away. Our primary wish is to respond directly to this expectation,” said the co-head of Kooples, obviously inspired by the “see now buy now” trend.
Launched in 2008 by the Elicha brothers, the brand is now present in 36 countries with 450 stores.
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