Thursday, July 19, 2007

Nordstrom Launches Rachel Pally Plus Size Line

Nordstrom and Rachel Pally are teaming up to launch an exclusive plus-size collection designed by Pally. The collection will be comprised of 18 styles, ranging from dresses to trousers, and will come in sizes 14 through 20. See the full story below as published in WWD, as well as pictures of some of the available styles:

LOS ANGELES - Rachel Pally, the Southern California contemporary designer who believes that well-cut jersey flatters all women, is teaming with Nordstrom to launch a plus-size line filled with Empire-waist dresses, wide-leg trousers and her other signature looks for the fall.

Wholesaling from $26 for an obi sash to $120 for an ankle-skimming dress inspired by a caftan, the 18 styles made of Modal-spandex jersey in the plus-size line, Rachel Pally White Label, will run from size 14 to 20. The collection will include rich, saturated colors like teal and paprika, as well as abstract prints such as a climbing vine.

The only difference between the regular and plus-size groupings is where they will be sold, Pally said. At Nordstrom, the core line is stocked in contemporary-devoted Savvy department, and White Label will be carried in the plus-size-focused Encore, where brands such as Michael Kors and Calvin Klein are sold next to Nordstrom's private labels, Semantiks and Caslon.

Nordstrom will have a six-month exclusive for White Label starting in July. Pally said wider distribution to other stores will start in January for the spring 2008 collection.

"The women who shop plus size and need to shop plus size don't want to think that they have special things made for them," Pally said. "They can look across the store and see the same things in [ Nordstrom's] Savvy and Encore."

The plus-size line is the latest category that Pally, 26, is introducing for her four-year-old company based here. She will venture into cashmere this fall with swingy turtlenecks and minidresses with bat-wing sleeves. Palley plans to offer silk charmeuse for holiday and voile for next spring, and next summer unveil swimwear that will evoke clean, unlined suits by Eres.

Declining to provide sales forecasts for White Label, Pally said the plus-size market is "a segment of the industry that is totally ignored and there is plenty of money to make."

The plus-size market is also moving toward a fashion-forward direction. This marks the first time that Nordstrom will extend a line sold in Savvy to Encore, said Ana Swaab, a vice president who oversees those fashion departments, among others, at the Seattle-based retailer.

"I just think Rachel Pally's styling is so trend-right and so perfect," Swaab said. "As Rachel evolves her line and we evolve our [Encore] department, it's a nice partnership for us to offer our customer."


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