In anticipation of the fact that consumers may still be reluctant to shop in the second half of the year, Badgley Mischka is working to lower its prices for its Fall 2009 pieces in order to encourage purchases.
Neil Cole, chairman and chief executive of Iconix Brand Group, Inc., which owns the label, would not comment on what the percentage decrease in retail prices could be but noted that Badgley is hammering out details this week.
The line, designed by Mark Badgley and James Mischka, is sold in high-end stores like Neiman Marcus.
“We realize the world is different,” said Mr. Cole, whose firm also owns, licenses and markets brands including Candie’s, MUDD and Joe Boxer. “People who are pretending that nothing’s going on are not thinking properly. We have to react and give the consumer great value for great fashion.”
source: WSJ
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