A HIP INTERSECTION OF DESIGN AND PRICE
Text, Images by J. ECOCHARD
There is nothing like a turn-around opportunity that gets the Wall Streeters, retail types, and us… all worked up.
Obviously, it takes brains, vision, and the wherewithal to execute. So we were happily impressed to meet the Creative Director of the Hampshire Group, Patrick Groenendaal-who has the pedigree (Parsons, designer stints)-smarts, and drive to “invigorate” the one-year old Spring & Mercer’s line of women’s contemporary sportswear.
The Spring/Summer 2008 press preview that took place in the company’s showroom yesterday (January 17th) on West 40th Street, NYC conjured up lessons learned in our graduate school marketing class on Brand Building 101. Spring & Mercer’s emphasis on touchable fabrics, durable construction, stylish cuts and hand crafted details – at the disposable Forever 21 price points….gets an “A.” No wonder big stores like Macy’s, Bloomies and Nordstrom’s carry the line.
Except Spring + Mercer’s are 'to have and to hold.' The garb, all priced under $100, won’t fall apart!
Patrick is the ideal spokesperson for the clothes. Citing the Art Deco-Deauville Resort milieu as inspiration for the classic black and white separates in silky smooth prima cotton, drape perfect rayon and featherweight linen, he wanted to deliver “feminine seperates...without compromising on quality.”
We feel Coco Chanel herself would approve of the striking solids and nautically chic stripes of the pieces that were as “fully fashioned” (meaning varied stitch sizes on seams for a fitted shape) as more expensive brands.
Another group of sunny, upbeat solids were referred to as “the Brady Bunch goes to the Hamptons” collection. We were particularly wowed by a Gigi-esque bright yellow short sleeve cardigan/jacket with just enough swing… and the ruffled, gathered sleeve details of another. Sleeveless cotton tops with gently gathered necklines were deftly decorated with white and black buttons across the front as well as one in the back as a functional closure. Nice touch.
More saturated earth tones and a colorful tribal ikat pattern for cooler temps were used in adorable dresses and tops that will bridge wardrobes from summer to fall.
And mercifully, most body types will look a-okay in all of the aforementioned.
We think we will be hearing a lot more from Spring + Mercer. It works.