Reed Krakoff label to be revived

The brand that mysteriously disappeared could now be making a revival. That’s right, luxury label Reed Krakoff stands to be revived from its recently created ashes. If you take a trip over to reedkrakoff.com, their homepage reads “Thank you for visiting. We are currently undergoing a thrilling transformation, and reedkrakoff.com will soon have a completely new look and feel. Check back to discover our exciting revolution.”

For those of us who thought that Reed Krakoff went to that big fashion house in the sky, it seems like we’ve been proven wrong. However, it doesn’t look like Reed Krakoff will be the same upon its revival. The message is accompanied by a photo that lets fans know that the “thrilling transformation” the brand is undergoing is toward that of a millennial-targeted label.

Reed Krakoff will make an attempt at courting millennial customers

Millennials seem to be one of the toughest markets for fashion companies, especially luxury price point fashion companies, to take on. Generation X and Y are older and more financially stable, so those with an affinity for luxury goods can get their hands on what they want. The upcoming Generation Z, while still young, came of age as the economy was slowly improving and several studies show that they stand a greater chance at wealth than millennials because they grew up in an improved economy.

Millennials, on the other hand, came of age in an era where college costs were sky high, parents’ incomes were tight due to a struggling economy, and their job prospects were few and far between. Now, as millennials are edging toward becoming more financially stable, higher end brands are trying to court them as shoppers. It’s a slow and steady experiment, and unclear how it will pan out.

As for Reed Krakoff, they have declined to make any further comment as to what will be happening with the brand, so, the future of the company is still shrouded in mystery. Currently, their two New York boutiques still remain closed. Regardless, fans of the brand will be happy to know that it will be making a comeback.

Photo:NY Post