There's nothing like a strategic downsizing and dramatic restyling to increase your industry buzz. Relax Lindsey Lohan enthusiasts; this is the Consumer column; I'm not concerned with how they got into that size zero, just who makes it.
Yes, it's a whole new look for DKNY, and though they've sacrificed 5,000 square feet in their relocation from the west wing of Caesars Forum Shops (where they had been since 1998) to the east side, their new store is a big leap forward. Gone are the high-polished lacquer surfaces, ultra-bright lighting and oversized advertisements; the new storefront is modest and unpretentious, without all of the obnoxious fanfare or haughty couture staging of your typical brand-centric boutique. Their interior is just what Donna Karen envisioned: an urban loft making use of industrial materials such as concrete, wood, steel and glass, but softened by the intimate quarters and artful application to create a comfortable and welcoming space.
Reminiscent of the label coves in your favorite high-end department store, the boutique is lined with uncluttered hangings, color-coordinated and logically ordered just so, to allow for the appreciation of each piece individually and as it relates to the season's entire collection.
Merchandising manager Aaron Cowperthwait says the new store is illustrative of DKNY's evolving goals, and that although the store size and stock setting are noticeably reduced, it represents more of the DKNY that Las Vegas wants.
Cowperthwait says that "smart sizing" is DKNY's method for "tailoring the collection to suit the specific boutique," making for smaller but better stores. Though the Madison Avenue store in New York will always house the entire collection, an open dialogue allows for ready access to the pieces that each location needs to best fulfill their customers' expectations and desires. The prominent placement of DKNY's developing accessories line and its casual vignettes staged for a ready tactile experience bespeak the company's shifting agenda, from quintessential designer acronym to urban fashion essential.
Still beaming from the success of last week's opening party, the highlight of which was the Mark van S photo-booth installation that projected invitees' candid photos onto massive screens (which you can see for yourself at www.markvans.com), Cowperthwait says the shop will host DKNY's store-manager conference next week to showcase their new concept in action. I say well done, you never can be too streamlined or stylish.
DKNY, Forum Shops, 3500 Las Vegas Blvd. S., 650-9670.
Jennifer Henry has got the goods on what to get and where. E-mail her at
[email protected].