Footwear firm Manolo Blahnik is renaming its collections to sit in line with the consumer calendar.
The company will present four ranges a year named ’spring’, ‘summer’, ’autumn’ and ‘winter’. It previously had spring/summer, pre-fall, autumn/winter and resort.
“We find the fashion industry’s naming conventions counter-intuitive to the consumer needs and patterns,” said Kristina Blahnik, chief executive of Manolo Blahnik.
“Traditionally the spring/summer collection is delivered from January and autumn/winter from July, but in the northern hemisphere we are not seeing a demand for linen sandals when it’s snowing or fur lined boots when its 30 degrees outside. By renaming our collections to be naturally accurate and logical, we feel we are focusing our own offering more appropriately.”