The 24-year-old, New York-based firm, originally known for its handbags, delved into shoes last year. It has since expanded in that area, including the addition of contemporary line Elliott Lucca in spring ’13.
For Elliott Lucca’s second season, the label is solidifying its image with a branding strategy that includes a new logo, as well as a more-trendy aesthetic. The line also will offer additional silhouettes, including boots, flats and heels with stud and rand embellishments, and new textures such as pony hair and croco print. The looks will retail for $200 or less.
The retooled logo features a Bali knot, referencing Elliott Lucca’s heritage as a rattan handbag collection, as well as a 1950s-inspired font. “We are repositioning [the label] to focus on more contemporary-casual looks,” said Mark Talucci, co-founder of The Sak Brand Group. “It’s classic but with a more contemporary twist, and the new logo is meant to emphasize that. It’s a little bit cooler, a little more dynamic and fun.”
The company’s other footwear labels — The Sak and Sakroots — are also making changes. Both are bowing cold-weather items (through licensee The Accessory Collective) and jewelry (via a licensing deal with Almar Sales Co.) for the fall season.
The additions, aimed at turning The Sak Brand Group into a lifestyle company, have also called for a larger staff. The firm this month installed an in-house regional sales team to handle all three labels.
“[The changes] will create even more synergy between our brands and our retailers,” Talucci noted.