Patrik Ervell’s New Virtual Shop
Burgeoning young designers in NYC seem to have all received the same memo in terms of business expansion post-CFDA recognition. While designer collaborations and a quirky blog and/or twitter account seem to be the preferred marketing methods of the fledgling fashion set, when it comes to retail, designers are likewise flocking to the same place: e-commerce. Patrik Ervell is the latest up-and-coming designer (he was recently named runner-up for the much coveted CFDA Vogue Fashion Fund) to add a virtual store to his men’s wear brand.
Ervell’s move into e-commerce comes on the coattails of similar growth from a number of his peers: Christian Siriano has one as do the Olsen’s for their brand the Row; Scott Sternberg likewise launched one for Band of Outsiders, while Alexander Wang too uses one for his eponymous brand. The bottom line, young, independent designers are taking retail into their own hands. After all, this way, which pieces from a certain collection make their way into stores isn’t a decision being left to buyers outside the brand; nor are designers reliant on boutiques that may place orders but don’t pay. By running their own virtual storefronts, designers are cutting out the middle man and meanwhile hawking as many pieces from one collection, or as many collections simultaneously, as they please.