Bill Blass Set to Launch Globally November 2nd
Established in 1970, Bill Blass led the way for American designer brands. Today, the brand is poised to re-enter the market with a thoroughly modern strategy, catering exclusively to eCommerce customers worldwide. The launch collection, designed under Creative Director Chris Benz, includes women’s ready-to-wear, handbags, accessories and shoes, shipping to over 65 countries beginning November 2nd.
The pure-play eCommerce strategy was born from a desire to service consumers in the most responsive and contemporary way. “We are advancing the brand in a way that is digital for today and tomorrow while honoring the brand’s philosophical origin and illustrious past,” says Bill Blass President & COO, Stuart Goldblatt.
Breathing new life into the Bill Blass brand is Chris Benz, a young designer with an eponymous line already under his belt, who will use his social media savvy – he has over 200,000 followers – to engage with customers. “Bill Blass used the most relevant methods [at the time] to reach his customer directly and we will continue that ethos, creating a new, modern dialogue.” Benz is supported in these communications by an in-house digital marketing team.
Today, the Bill Blass team is honoring the brand more rigorously than the brand has been since Mr. Blass’ reign. Benz is mindful however of catering to the modern woman, noting, "looking to the future, one must respect the past and forge ahead leveraging the design history as a language rather than a blueprint.”
Rounding out the executive team is Business Director Kelly DeMeester, who joined the team following years of experience in the finance industry. DeMeester notes, "There is a ubiquitous disclaimer in investment reporting, ‘Past performance does not guarantee future results.’ To some degree this is also true for fashion." Underpinning her strategic business approach, DeMeester believes, "applying technology and tapping into consumer behavior to enhance the user experience will foster deeper, more personal engagement.”
The brand will be supported by a strong technology platform and will launch with a custom-built eCommerce website–www.billblass.com. Bill Blass is able to change the site’s content and merchandise in-house, managing a continuous flow of new product. The focus, rather than tied to traditional seasonal delivery schedules, is to present an ongoing stream of product for global distribution. To enhance the company’s agility, Bill Blass has created a state-of-the-art, in-house digital studio where new product can seamlessly go from photography to online availability in record time.
On the eve of the brand’s launch, Goldblatt sums up the spirit of the new team: “Everyone at Bill Blass is passionate about infusing vitality into one of the greatest fashion brands in history. We are committed to investing in our future and creating the foundation for a vibrant global brand, led through eCommerce.”
Lisa Smith, 212-689-8955
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