Laurance Rassin is an emerging designer/artist that hand paints on his silks and then turns them into beautiful feminine yet completely unique garments. He sold at Christies before he sold one piece to a retailer. Nolcha sat down with him to find out how he was discovered and how he is launching his line on an emerging designer’s budget.
How did you got into Saks without ever selling a garment?
I showed some designs to a friend of a friend that had experience dealing with department stores. They looked at my samples and said, "Damn that's different..!" art print, wrapped fine silk garments.
How did you secure the Saks deal?
By having something very unique in the marketplace and ironically hitting trend on the cusp of art and fashion fusion which was the rage spring 07 in NYC, Paris and Milan.
How long have you been in Saks?
I hit Saks nationwide a few days before Thanksgiving ‘07 (November)
What was the cost of production for this collection? Did your choice of manufacturer and fabrics affect this dramatically?
I used arguably the finest NYC factory and spared no expense at making a great first impression. That’s what got me to Saks in the first place. Their customers expect a certain quality and I intend to over-exceed expectations.
Was there a price tag the Retailer wanted you to build your line around?
$355 per dress and $255 tops. I think it is a great price point for a fine silk garment.
Did you sacrifice profits to achieve the commercial affect of being in Saks and the long term benefits it will bring to your collection?
You never make money out of the gate. Be prepared to lose some or even big.
What are the three major financial factors you face when being placed in a major retailer?
Finding the production monies and development funding and the best factory to make my line, which means spending more than I wanted to. Shipping on time is the name of the game, and this was no easy task considering how late in the game I got work order and this is more common than not.
What is the financial effect of being in a major retailer to date?
Being in the window of Saks Palm Beach and having corporate sponsors like Steinway & Sons Pianos and Vespa scooters behind me as potential sponsors has helped me posture my clothes and art to other retailers and within Saks.
What are your financial tips to other emerging designers trying to break into the major stores?
Find a hole in the marketplace and running through, past and around the pack. I have always been true to my core talent. By this I mean using my art as a way to catapult my fashions to the top. I also suggest being adaptable and being able to react fast! Saks sportswear buyers said we like this silhouette but can you do this and that, and I said yes. In less than 10 days I turned new samples with new fabric and got test order..5 markets, 6 garments, 300 piece test order.www.digitalookbook.com
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