Bill Blass brand re-launches exclusively through e-commernce

ETX Daily Up

27 October 2015 at 2:34 pm

Looks from a 2006 Bill Blass fashion show: the logo of the new Bill Blass brand may be similar but the relaunched brand is modernizing its approach

On November 2, creative director Chris Benz's re-imagining of the Bill Blass brand will launch on Billblass.com, according to a press release.

The American sportswear brand has undergone a complete rehaul, and has adopted a modern strategy: restricting its commerce to online activity, not revealing collections until they're available for sale, continuously rolling out new products to keep the site dynamic, and investing in an attractive, fully-functioning modern website. The brand, which had to buy back many of its expired licenses, even has an on-site photography studio to increase update speed.

Benz, a former fashion designer, explained "Bill Blass used the most relevant methods [at the time] to reach his customer directly and we will continue that ethos, creating a new, modern dialogue."

See the website here: www.billblass.com

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