The Paris shoe and accessories label Mellow Yellow starts with ready-to-wear

 

"We want to expand Mellow Yellow into a global brand." Magali Blanc, who has been brand director of the Paris shoe and accessories brand for about two years, has big plans. He wants to bring the over 10-year old label to the next level. The first big step is the launch of a fashion line, which is scheduled for autumn / winter 2017-18, which will be released in summer.

 

For the new garment collection, the brand, which belongs to the French group Eram (Taty, Heyraud, tbs, Staggy, Texto, Bocage), has installed an own design and product team, which operates entirely independently from the shoe and accessories department. Magali Blanc himself takes care of the coordination between the two style offices and acts as creative director to assure the "red line" for all segments of the brand. The new fashion line will stylistically reflect the colorful and young shoe and accessories line and will comprise around 120 models, which are almost entirely produced  in Portugal (90% of the collection).

 

For the new fashion line, Mellow Yellow remains  true to its price point. Magali Blanc: "Like for the shoes and bags,  we want to move the fashion collection into the segment of affordable designer wear." In concrete terms, this means: t-shirts retail at 40 euros, trousers from 80 to 100 euros and dresses between 90 and 150 euros  – depending on the material. As a competitor in this price category, Blanc names brands like Sessun and Sézane. For the distribution, the manager thinks of sales via the own online store, as well as department stores and key wholesale players. Parallel to the launch, a new shop concept was developed, which will be presented in France this summer. For 2018, two new stores following this concept will be opened in Paris.

For the future, the brand thinks about a further diversification for example in glasses, travel luggage or fashion jewelry. These will be, however, administered through licenses. Mellow Yellow is also very open for export: in the beginning, the brand will be positioned with its new fashion line in England and further roll-outs will follow. Mellow Yellow was founded in 2003 by Bruno Van Gaver, is headquartered in Paris and has around 55 own points-of-sale.