California Select – der nächste Versuch

Nachdem das Store-Konzept der Vintage Linie von American ApparelCalifornia Select” nicht aufgegangen war – ein hausgemachtes Problem der kalifornischen Firma mit eher unkonventioneller Firmenpolitik – und am Ende auch der europaweit letzte “California Select” Store in Berlin schliessen musste, versuchen es Dov Charney & Co. nun doch noch einmal. Diesmal online.

Die teilweise wirklich sehr gute Auswahl an Vintage im typischen AA-Stil wurde bereits seit 2 Jahren zusätzlich zu den normalen Stores auf Ebay versteigert, was aber als etwas andere Form des Web-Shops für die Marke nun nicht mehr angemessen schien.

Sattdessen wurde die Linie mit einer ersten Kollektion von 100 ausgewählten Teilen re-launched und in den eigentlichen Online Store von American Apparel integriert. Was auch recht schlau ist, wenn man die viel breitere Plattform bedenkt, die sich dadurch dem Vintage-Konzept bietet, das natürlich auch aus Image-Gründen für die junge Zielgruppe entwickelt wurde.

Ich finde die Auswahl bei California Select rein objektiv gesehen gut, sehr up-to-date, und besitze selbst einige schöne Teile aus dem ehemaligen Berliner Store. Und wer wie ich kein Ebay-Typ ist, wird das Shoppen im eigentlichen Online-Store auch als entspannter empfinden.

20. Juni 2010 // Abgelegt unter: Fashion // Paula // 17:16 // Kommentare (61) //

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