NO RESERVATIONS: The Timo brand won’t be showing, during New York Fashion Week as it reboot its site to focus on direct-to-consumer sales in May or June. “It’s the most profitable area of our business so we have really homed in our vision for the men’s and women’s. We’re focused on what does well, which is a really tight assortment,” said Weiland, adding there is overlap with the men’s and women’s with bomber jackets and other styles that appeal to both. “There will be more see-now-buy-now with almost monthly drops.”
Weiland and his cofounders Alan Eckstein and Donna Kang have taken more of a lifestyle and branding slant as of late. As part of the InterContinental Hotel Group’s $200 million Crowne Plaza Accelerate plan that was unveiled last year, Timo Weiland was named the style director of the Crowne Plaza brand for the Americas.
Now the trio behind the New York label are visiting three Crowne Plaza locations in Charlotte, N.C., Seattle and Washington, D.C., to see how their designs hold up during the work day with 600 employees.
Before 30,000 staffers in the Americas start wearing their new uniforms this summer, test runs are underway. Pin-striped aprons of varying lengths and sleeveless
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