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A Halston classic from the 1970s

A Halston classic from the 1970s

As I read yesterday of news that uber 1970s brand Halston is selling garments straight off the catwalk, it got me thinking of the cycle that we have all become so attuned to.

If brands cut out the middle man, so to speak, and sold their collections straight to fashion-hungry customers, what effect would it have on retailers?

In Halston's case there will only be two pieces that are available immediately on etail website net-a-porter.com, but the desire for instant gratification not only increases the brand's coffers but heightens its image exponentially. It also, reduces the chances of copycat high street retailers that rely on the bi-annual show season to get their manufacturing prepared and their designs on trend.

As Natalie Massanet ssaid in yesterday's WWD: "We are allowing a luxury brand to reclaim the right to sell to the customer first."


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Reader Response

Added: Thursday, 5 June 2008 21:23 BST
Chibuzo Odina, London, United Kingdom

I think it's a great thing that Halston is doing this. It hales a new dawn in fashion as to how garments are sold. This will first aid the saturation of actual trends that seem to be a fuel for fast fashion, which is destroying the UK fashion industry.
In terms of the credit crunch, selling directly to the public is the way to revive the industry which is first hit.

Finally it will start the process of production being more home -grown.

Halston deserves to go this way to maintain its creative autonomy which invariablly is why this label has come back.


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