A Cynthia Rowley young lady, Amelia Porchia, Merchandising Manager, in grommet bucket hat.By coming to the folks and participating in great events, this is a great way to learn what shoppers want and what the brand has to offer.
Can't think of a better time for the Cynthia Rowley Truck to roll into girly but sporty Southern California, the home of the stylish surfer girls.
What started in late May in New York, it was little more than two months in the making for the truck to make its first California stop, Newport Beach,at the chic shopping center by the sea, Fashion Island.
This was the ideal locale to debut the female-friendly and functional but oh so cute neoprene surfwear in color-blocked pastels. As an avid surfer girl herself, Ms. Rowley felt there something lacking in the female surfwear market. The ordinary two-pieces weren't durable enough for craving the waves and whatever is available were wetsuits made for men's physiques cut down to women's sizes and devoided of any style.
She filled in the niche with neoprene bandeaus with matching and interchangeable boyshorts. The wetsuit had its sleeves and legs chopped off then stretched into a mini-sheath dress/tunic that can be worn over any ole swimsuit/bikini or her bandeaus and boyshorts.
In fact, hitting Southern California was something she had in the back of her mind since she started the "shop on wheels," can't think of a better place to debut her very limited surfwear collection.
Even though it's a collaboration with Roxy, the surfwear isn't not available in each and all Roxy stores. Save for a few and select stores such as: Colette in Paris, Quiksilver in Tokyo, David
Jones in Sydney and 10 Corso Como in Milan, the Cynthia Rowley Truck is the only spot where people are welcomed to come in, touch, feel, try them on then purchase them for that dip in the waves across the street.
She even included neoprene ballet slippers among her shoe collection that can be rolled up and toss in her drawstring bag for that quick jaunt across the sand for a fast smoothie sip or snack attack.
Midnight Blue Ostrich Feathers for the upcoming Fall 2010 Collection.
This isn't all about surfwear. Cynthia Rowley thinks about a young lady's all encompassing lifestyle.
The truck is also a great way to get up close and personal with what's coming up next for Fall 2010 before it hits the stores and also find some soon-to-be vintage jackets and dresses from er previous collections. Again, each and all available for purchase.
The classic Cynthia Rowley stand-bys of cocktail dresses and tops, sewn entirely in grosgrain ribbons, are definitely inside the truck, all in various shades of purple which is a hot color for Fall 2010, ranging from beachy lilac, eggplant, and burgundy. Deep enough for Fall but sweet construction that is light-hearted enough for Spring and Summer, they're already set for being closet classics.
Fashion Island Shoppers checking out the Boutique on Wheels.
If last Saturday's curious but positive shoppers' reaction was any indiction, the curiosity factor is building when the truck rolls into Santa Monica, next Friday, at Fred Segal Fun on 500 Broadway. They will be there this Friday, August 13th to Sunday, August 15th, from 1pm to 5pm . Coolhaus Ice Cream Truck welcomes them this Friday, from 1pm to 3pm.
So, for all the Los Angelenos surfer chicks who want a chic and hip wardrobe for the beach and beyond (her cocktail dresses make great bridemaids' dresses that will probably last longer than the marriage itself), grab some free, available parking, an ice sandwich, and check out the great gear for girls who shred both the waves and bars.
You can even ask them to host your next soiree, event, or party. All you have to do is ask. They're very receptive towards that.
You can track its next stop on http://twitter.com/CRowleyonwheels.
This reinstates what the tour is all about, they bring the shop to you.
1 comment:
Nicely done! And very informative :)
Post a Comment