Home / Knowledge / News / Apparel/Garments / Kellwood debuts fashion brand & retail site Mason & Belle
Kellwood debuts fashion brand & retail site Mason & Belle
23
Jul '14
Kellwood Company, a leading apparel manufacturer, announced a new strategic distribution channel with the launch of Mason & Belle, a country-inspired fashion brand and retail website slated to go live in August, 2014.
 
“Through detailed online research and community outreach, we identified a consumer base that was not being spoken to and created a destination uniquely hers. Mason & Belle is 100% digital, and is an online venue that communicates directly with a customer who identifies herself with country tastes, tones and values”
 
Mason & Belle is designed to appeal to a country girl’s point of view, combining on-trend fashion with down-to-earth attitude, and is the first in a series of anticipated moves by Kellwood to reach niche consumer segments. Mason & Belle is operated at Kellwood Western Region, the Company’s largest operational unit, headquartered in City of Industry, CA.
 
Kellwood Company has positioned itself as a unique platform for brand and private label growth through its internal design development and production expertise, e-commerce, digital direct-to-consumer marketing and communication capabilities. This new channel offering gives Kellwood the means to connect directly with a consumer segment from brand conception to product delivery.
 
Strongly visual, Mason & Belle was conceived, developed and will be managed by the in-house e-commerce team led by Kellwood Vice President of E-Commerce, Elton Graham, a key early executive of the pioneering e-tail shop Nasty Gal.
 
“Through detailed online research and community outreach, we identified a consumer base that was not being spoken to and created a destination uniquely hers. Mason & Belle is 100% digital, and is an online venue that communicates directly with a customer who identifies herself with country tastes, tones and values,” said Graham. The consumer will be able to shop a full assortment of clothing from day to night, top to bottom within main categories, such as dresses, tops, denim shorts, bottoms and outerwear. 
 
“We are solidifying Kellwood’s position as the relevant, strategic, and executional platform that positions our brands to achieve global growth – driving Kellwood’s unbeatable fast-fashion capabilities in juniors, and developing and growing the modern missy and contemporary businesses,” said Kellwood CEO Lynn Shanahan. In addition to Mason & Belle, Shanahan has made other recent strategic moves, adding to Kellwood’s contemporary platform with Sam Edelman Apparel, launching at retail August, 2014. The new partnership of Sam Edelman and Kellwood marks the significant venture into apparel for the award-winning shoe designer, and creates an opportunity for Sam Edelman to become a lifestyle brand.
 

Kellwood Company

Must ReadView All

Courtesy: SKF

Textiles | On 26th Apr 2017

SKF brings predictive maintenance for machinery to India

SKF India, a global supplier of bearings, seals, mechatronics,...

Textiles | On 26th Apr 2017

Gap, Athleta to increase use of sustainable fibres

Gap, one of the world's most iconic apparel and accessories brand and ...

Textiles | On 26th Apr 2017

Shima Seiki releases Shima KnitPLM software

Shima Seiki Mfg., leading Japanese computerised flat knitting machine ...

Interviews View All

Abhishek Ganguly
Puma India

‘As a brand, Puma is always looking for new and innovative ways to inspire ...

C Kamatchisundaram
Voltas

ITME is an occasion not only to receive new leads but also to work on...

Spokesperson
Hugo Boss

'Hugo Boss works with carefully selected sourcing partners'

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
April 2017

April 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search