Though it has been a challenging 18 months, Sam Edelman and his team has pulled together through adversity. The designer is focused on the new year ahead, with a focus on dress styles and new kids’ collections.
Here, Edelman talks fall ’21, retail and the importance of great product.
What was the biggest lesson learned in the pandemic?
“Through the pandemic we saw the power and importance of exciting fashion. Customers are drawn
to product that elicits a positive emotional response. Having a unique fashion perspective became more critical than ever in order to meet our customers’ needs during these unique times.”
Internally, what made a difference during these challenging 18 months?
“We learned how nimble and adaptable our staff is — they never missed a beat despite not being together in the office. The collaboration necessary to create and showcase beautiful product never stopped, and I’m so proud of our team.”
What are your thoughts on retail — is brick-and-mortar still important to your brand strategy?
“Of course, brick-and-mortar is important, but its role is changing. Brick-and-mortar will always be an
amazing expression of our brand story and omniexperience. In both our retail and wholesale channels
it will always be important to have a physical touchpoint for our customers.”
Fashion-wise, what trends are you banking on post-pandemic?
“Our customer is ready to dress up, so you can definitely expect exciting dress styles in the seasons
What can we expect for fall and next year?
“Our fall ’21 collection is hitting stores this month alongside our new kids’ collection. In addition to kids’, we have other product launches on the horizon in the near future.”