Reed Krakoff Graphic Boxer bags
Reed Krakoff started his eponymous label in a big way — and it was luxury through and through. He opened a store on Madison Avenue, released bags in exotic leathers and didn’t fear quadruple-digit price tags. That’s all changing, however, as the brand enters a new phase. Industry insiders are speculating that Kraoff will soon be adding a few more affordable pieces to his collection and placing a stronger emphasis on accessories. It’s something that the’s familiar with, having spent decades at the helm of Coach. “A restructuring is in process that will shift the primary focus of the brand positioning and product categories,” said a spokesperson for the brand. “As a result of this evolving strategy, several positions have been eliminated and new hires have been added to better serve the needs of the brand going forward. Details of this expanded direction will be shared early next year.” While there are no plans to stop producing the label’s ready to wear, sources say that there will be a wider range of accessories available. Currently the brand’s bracelets (priced at a wallet-friendly $250) and structured bags are some of the most popular items in the line. But the most interesting part of the change is Krakoff’s new emphasis on items priced below the luxury level. Does that mean that everyone will have the chance at swinging a Krakoff creation from their arm? Time will tell, but with the opening of a new store in New York’s SoHo neighborhood, we’ll soon have a chance to see exactly what the new direction means for the brand. For more information, visit www.reedkrakoff.com.
Images courtesy Reed Krakoff
