Ivy Kirzhner continues to build her business, with a European push and strong social media presence.
Here, Thomas Fava, the VP of sales, talks to FN about that brand’s merchandise strategy, celebrity ties and a potential flagship store to come.
How has the label been received internationally? Any surprises?
Even though we are a New York brand Ivy Kirzhner’s inherent design aesthetic has such a massive global appeal that it is not surprising the brand’s initial and biggest supporters have been our international specialty retailer partners.
Our brand is dotted across most regions and is already in respected specialty retailers such as Harvey Nichols in London, Hong Kong and Turkey; Printemps in Paris and Marseille, France; Saks in Dubai and Bahrain; Level Shoe District in Dubai; Luisa Via Roma in Florence, Italy, and other specialty boutiques.
What has been key to the expansion?
The product. Ivy has a design vision that is unique, with a focus on pre-empting the market. We use quality leathers and materials like 18-karat gold-plated hardware. The customers notice and see the difference on the selling floor.
How big a part has social media played in getting your message out internationally?
Social media has been a great, steady platform for our business, where we do see a direct correlation between what we post and our sales, and not just on our own site but with our retail partners as well. It has also been a successful way for us to connect with our audience globally, and especially our celebrity followers. We love when celebrities snap a photo wearing our shoes and post it. It increases brand awareness and can add a few thousand new followers overnight.
What are the hot styles that retailers have picked up for spring?
Customers love the tasteful twist on items like our footbeds, jelly shoes and the unique ornamental sandals we are known for.
What’s next for the brand?
We have been playing around the idea of opening a flagship boutique, but our focus is on expanding further with our domestic and international [retail partners].