Escada
Escada has always focused on selling to the professional woman, meaning that their customer target is typically high-flying, corporate ladder–climbing, and, of course, polished. With those qualities in mind, there will always be the boardroom-ready pieces that the label has long been based on, now typically with a youthful makeover. Take the label’s pantsuits this season: Those impeccably tailored sets came in can’t-miss-it colors, like fresh mint or head-turning vermillion complete with a mandarin-collared blazer. For the more casual-minded customers, the label reworked the ubiquitous varsity stripe into a pair of cream trousers creating a kicky track pant. Escada typically works best when it is simple, keeping a focus in tailoring: The embellished zip-up jackets, in burgundy and camel, seemed a bit busy and out of place.
To appeal to a younger generation, the label should bring out more from their archive. One standout was an embellished incarnation of a nautical striped shirt that the label’s go-to model once wore in 1992. (You can find the original image of Patitz sporting the blouse on Google images.) Escada could also do something with its logo. People are currently logomania-obsessed, whether it is with house monograms or a simple brand name across the chest. Not pictured in this lookbook was a cool T-shirt that simply read, “Escada by Margaretha Ley.” Pair that easygoing T-shirt with a sharp blazer and it’s a sure way to attract a new range of cool customers.
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