John Galliano will soon launch his new second ready-to-wear line, called Galliano. Prices will be approximately 40 percent below those for his signature collection, but with the same design approach and the manufacturing skills of licensing partner IT Holding. “I’ve had the jeans and people have been receptive, but the prices have been prohibitive,â€? he told WWD. “We’ll be addressing the existing customer and a new customer too.â€?
The collection, which will appear in time for spring 2007, consists of 300-odd pieces. The range will be revealed to the industry trade at nine IT Holding showrooms in July and is expected to launch in 500 retail stores worldwide. Galliano and IT Holdings are even considering opening freestanding boutiques.
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The designer is determined, however, to take things slowly. “I’m practically doing a show every four weeks,â€? he said. “I don’t think I need to rush into it. It’s been a lot of work.â€? There will therefore be no big advertising campaigns or catwalk shows promoting the line. In addition to continuing his work as designer for Christian Dior, Galliano worked hard on this line. He had a very hands-on approach and spent much time deliberating the name. He said his choice would work well as a logo on belts and clothing.
The Galliano range will be his broadest to date, including sportswear, swimwear, knitwear, denim, bias-cut dresses and tailored designs. “It appeals to a sophisticated audience,â€? he said. “We want it to be cool.â€? Meanwhile, Galliano is also planning to place emphasis on “more exclusive and expensiveâ€? items in his signature top line, including camelhair coats, leather pieces and elaborately embroidered pieces. His trademark newspaper print will, however, remain the staple of that collection. Galliano’s business is projected to generate wholesale sales of over €100 million in three to five years.