In honor of their 20th anniversary, leading women’s fashion brand Lafayette 148 New York launches a yearlong campaign celebrating 20 Years of What’s Next.
“We never ask the question ‘What’s New?’ We ask ‘What’s Next?’” says CEO and Co- Founder Deirdre Quinn. “It is the question that has kept the business moving forward since the day we opened 20 years ago. It is the question that drives our technical innovations. And it is the challenge that inspires our design team every day.”
20 Years of What’s Next is the cornerstone of the company’s anniversary campaign to engage consumers directly. In addition to digital advertising, social media and print, a series of short films explore how the company’s mantra of What’s Next drives their fashion point-of-view and creates lasting value for its retail partners, employees, customers and non-profit partnerships.
In 1996, Quinn and founding partners Shun Yen Siu and Ida Siu set out to create the perfect wardrobe for modern women using the finest European fabrics and offering superior fit. Their vision was to own every step of the process from design through pro- duction, ensuring quality control and also unparalleled customer service. 20 years later, what began in one room at the namesake address of 148 Lafayette St., now occupies 7 floors of the building – including their Soho Concept Store. The company also established their own innovative factory to accommodate large production orders, but also special orders and custom fits for individual clients.
Karen Katz, President and CEO of Neiman Marcus Group said “a successful brand fills a unique niche and knows what their customer wants. It’s easier said than done. Lafayette 148 New York identified a need for highly designed and modern sportswear for a customer who appreciates fine craftsmanship and beautiful materials, while balancing the price to value relationship. For 20 years, they have fulfilled their brand promise extraordinarily well and have thrived while attracting legions of loyal customers.”
Always looking out for what’s next, Lafayette 148 New York currently has 10 stand- alone store in China, and manages a robust catalog and e-commerce business shipping internationally. The collection is also carried in over 400 retail locations throughout the U.S. and Canada, with significant presence in Neiman Marcus, Saks, Bloomingdales, Nordstrom, and Holt Renfrew.“Congratulations on reaching this momentous milestone, Lafayette 148,” commented Marc Metrick, President, Saks Fifth Avenue. “We value our relationship, and are look- ing forward to continued success in the future.”
Barbara Gast, Chief Creative Officer at Lafayette 148 New York, is already looking ahead to the next 20 years, “Working with our Creative Director, Emily Smith, we start every day with the same dream to discover something “next”: new techniques, unique inspiration and surprising possibilities. Fashion is being ahead of what’s new. It’s always next, next, next. And you have to be on top of where the business is going and where women are going in their lives. And we do that with a deep-rooted love of craftsman- ship. Really extraordinary.”