After 10 years at Club Monaco, Caroline Belhumeur moved to Los Angeles to work her magic on Vince. Is it working?
Author:Dhani MauPublish date:Aug 28, 2019In early 2017, Vince was in the unpleasant position of announcing to its stakeholders that it had 'substantial doubt" about its ability to stay in business. At the end of fiscal 2016, it reported $50 million in debt, tanking sales and a net loss of $162.7 million. Ultimately, the brand was still able to secure enough funding to stick around, and two years later, things are beginning to look up.
Belhumeur, an England-born Kingston University graduate who cut her teeth at Calvin Klein, chic-ified Club Monaco while also helping to revamp its stores, adding cool third-party brands, collaborations and even a café at its Fifth Avenue location in New York.
The "story" she's referencing is the brand's L.A. heritage, which no one was really talking about before she came around. Today, the brand is making an effort to tell that story and position itself as an L.A. brand. Belhumeur immediately knew that this could be a way to reignite consumers' interest in Vince.
"Like if I was living in England still I'd be like, 'Yes. The idea of this brand in California, how lovely is that?'" she says. "And then in terms of creating visuals for it, all you need is some beautiful sunlight and some shadows."
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