Table of Contents

1. Key Highlights:
2. Introduction
3. Why Melrose? Location, Visibility and Cultural Fit
4. Designing a Flagship That Feels Like a Home
5. Product Strategy: Expanding into Handbags and Footwear
6. Brand Identity and the Power of Celebrity Visibility
7. From SoHo to Aventura to Melrose: Scaling a Retail Footprint
8. Retail Economics: Why a 3,200-Square-Foot Flagship Is Significant
9. The Los Angeles Market: Opportunities and Competitive Landscape
10. Operational Considerations: Inventory, Customer Service and Tech Integration
11. Marketing the Flagship: Events, Community and Content
12. Risks and Mitigations: Balancing Expansion with Financial Discipline
13. What the Melrose Flagship Signals About Guizio’s Trajectory
14. Real-World Comparisons: How Contemporary Brands Use Flagships
15. Community and Cultural Impact: Local Jobs and Creative Ecosystems
16. What Consumers Can Expect In-Store
17. Looking Ahead: How the Flagship Could Shape Future Moves
18. FAQ

Key Highlights:

• New York label Guizio has opened its largest retail space yet: a 3,200-square-foot flagship at 8723 Melrose Avenue in Los Angeles, marking the brand’s first dedicated West Coast store.
• The store underscores a strategic retail expansion that pairs product-category growth (handbags, footwear) with enhanced in-person brand experience and stronger regional market commitment.
• Guizio’s design signature—woven knits, structured suiting, corsetry, asymmetry and custom hardware—has attracted a high-profile clientele, and the Melrose flagship positions the brand to convert cultural visibility into deeper West Coast retail traction.

Introduction

Guizio has planted a visible flag on Los Angeles’s retail map. The New York–based womenswear brand opened a 3,200-square-foot flagship on Melrose Avenue, its largest standalone space to date and the company’s first permanent storefront on the U.S. West Coast. Founder and designer Danielle Guizio framed the move as both creative and strategic: a place for customers to step into the label’s aesthetic and a renewed commitment to a market the brand regards as critical.

The new flagship arrives at a moment when fashion houses of every size reassess physical retail’s role. For direct-to-consumer brands, expanding into strategically sited brick-and-mortar stores no longer signals a reversal to old retail thinking. Instead, it represents an investment in storytelling, consumer retention, category expansion and regional relevance. Guizio’s Melrose debut advances all of those aims: the space provides room to showcase newly launched handbags and footwear alongside the label’s ready-to-wear, to stage events, and to convert cultural buzz—fueled by celebrity wearers like Gigi and Bella Hadid, Olivia Rodrigo, Rosalía, Sabrina Carpenter, and the Kardashian‑Jenner family—into sustained retail relationships.

The rest of this article analyzes why the Melrose flagship matters for Guizio, how the store ties to broader retail strategy and product development, and what the opening means for the Los Angeles fashion scene and for independent contemporary labels growing beyond e-commerce.

Why Melrose? Location, Visibility and Cultural Fit

Melrose Avenue has for decades occupied a unique position in Los Angeles retail: part trend incubator, part tourist draw, part neighborhood-serving boutique corridor. Selecting 8723 Melrose Avenue for a flagship combines symbolic resonance with practical considerations.

Melrose offers steady foot traffic from local shoppers, visitors staying in central LA neighborhoods, and the Instagram-driven audience that peruses boutiques for both shopping and content creation. For a label that emphasizes image-forward products—corsetry, body-conscious silhouettes, signature hardware—the photogenic qualities of both the product and the storefront matter. A Melrose address signals cultural positioning: accessible to LA tastemakers, stylists, and the kinds of entertainment-industry consumers and influencers who can elevate a brand’s visibility.

Beyond image, the location supports operational goals. Los Angeles is one of the largest apparel markets in the United States, with diverse customer segments and a distinct style vocabulary that often favors relaxed tailoring, statement knits and the kind of fitted silhouettes Guizio designs. Establishing a permanent retail presence on the West Coast reduces friction for local shoppers who prefer in-person discovery and fitting. It also allows the brand to test region-specific assortments, calibrate inventory to West Coast tastes, and strengthen relationships with LA-based stylists and wholesale partners.

Choosing Melrose over more tourist-centric corridors like Rodeo Drive or the denser retail cluster on Abbot Kinney implies a desire for cultural credibility over luxury signaling. The neighborhood aligns with contemporary, design-focused brands seeking to foster community and staged retail experiences instead of purely high-end couture appeal.

Designing a Flagship That Feels Like a Home

Danielle Guizio described the Los Angeles store as a place that “feels warm, immersive, and inviting,” and the language captures the contemporary brief for flagships: they must be both functional retail spaces and places of brand immersion. For Guizio, that means the store needs to present more than racks of garments. It needs to stage the brand’s world.

A successful flagship operates across three dimensions: merchandising, environment, and programming.

• Merchandising: The layout should allow customers to understand the label’s DNA at a glance. Guizio’s core—woven knits, structured suiting and signature corsets—benefits from curated displays that showcase how pieces work together. Visual merchandising can position corsets with suiting separates and handbags, creating complete looks that encourage multi-product purchases. A flagship affords space to present seasonal capsules, limited-edition items and newly launched categories such as bags and shoes alongside classics.
• Environment: Store materials, lighting, seating, mirror placement and fitting-room experience all influence conversion. The adjectives Guizio used—warm, immersive, inviting—signal choices in finishes and fixtures designed to make extended stays natural. Comfortable seating and an approachable layout turn browsers into shoppers and encourage trial. Photo-ready corners or vignette displays amplify social media engagement, encouraging customers to share images and effectively extend the store’s marketing reach.
• Programming: Events, trunk shows, designer appearances, and local collaborations turn a store into a cultural node. A 3,200-square-foot space provides room for small-scale events without disrupting core sales operations. Pop-ups or trunk shows targeted at stylists, editors and influencers can leverage celebrity relationships to create editorial placements and social media amplification.

Other contemporary brands use flagships to test new retail technologies—appointment shopping, bespoke services, or private fittings. Guizio can deploy appointment-based styling sessions in Los Angeles, where clients often seek tailored experiences, especially when purchasing structured corsetry or suiting. The space becomes a laboratory for refining omnichannel service models: in-store pickup of online purchases, localized inventory pools, and returns handling that improves the overall customer journey.

Product Strategy: Expanding into Handbags and Footwear

The Melrose opening follows a recent expansion from Guizio into handbags and footwear. That product diversification alters the brand’s business economics and how it approaches retail.

Handbags and shoes typically command higher price points and margins than many categories of ready-to-wear. They also require different supply-chain management: leather sourcing, manufacturing partners with category-specific expertise, and quality control processes designed for hardware, soles, linings and construction. Successfully adding these categories signals maturity in product operations and an ambition to become a lifestyle brand rather than a narrow ready-to-wear label.

From a merchandising perspective, handbags and footwear complement Guizio’s existing silhouettes. A structured corset paired with a sculpted handbag or a tailored blazer worn with statement boots presents full looks that encourage multi-item purchases. In-store, dedicated displays for bags and shoe walls perform differently from apparel racks. Both categories benefit from tactile, close-up engagement; customers want to inspect hardware, feel leather and try on footwear for fit and comfort. The Melrose flagship, with its floor area, offers the room to present these categories in ways that visually reinforce the brand’s aesthetic and craftsmanship.

Expanding categories also creates cross-selling and retention opportunities. A customer who enters for a signature knit may add a handbag or a pair of shoes, increasing average order value and creating multiple touchpoints for post-purchase engagement. The brand can develop loyalty programs, private previews of new accessories, and stylistic edit services that deepen customer relationships.

There are challenges: inventory complexity rises, returns management can become more complicated, and production lead times for shoes and bags often differ from apparel cycles. Managing these operational nuances without diluting design quality or overstretching cash flow requires careful planning. Opening a large flagship during this expansion indicates confidence in both product execution and market appetite.

Brand Identity and the Power of Celebrity Visibility

Guizio’s aesthetic has earned placement on high-profile figures across music, film, and social media. When celebrities such as Gigi and Bella Hadid, Sabrina Carpenter, Olivia Rodrigo, Rosalía, the Kardashian-Jenners and Blackpink wear a label, the brand’s recognition accelerates. The resulting editorial coverage and social media amplification contribute to demand spikes, often producing immediate sales uplift and earned media.

Celebrity wearing functions in two principal ways. First, it acts as a validation for new and potential customers; seeing a recognized figure in a Guizio look signals aspirational yet attainable styling. Second, celebrity placements inform styling language: fans and stylists replicate silhouettes, generating organic trends. That ripple effect matters for a brand that designs statement garments—corsets, asymmetrical cutouts and structured tailoring—that are visually distinctive and easily photographed.

However, celebrity-driven growth has limits. It fuels awareness but not always sustained loyalty. Flagship retail plays a role in converting that attention into stickiness. In a store, customers can try pieces, feel materials, and interact with sales staff who translate celebrity looks into real-world wardrobe solutions. The Melrose location allows Guizio to capitalize on moments of celebrity visibility by offering immediate access and curated in-store experiences.

Strategically, Guizio can leverage celebrity relationships through carefully staged events—celebrity-backed capsule launches, editorial shoots produced in the store, or VIP preview nights. Those activations support both short-term sales and long-term brand equity, provided the label maintains product availability and service quality for new customers who arrive with high expectations.

From SoHo to Aventura to Melrose: Scaling a Retail Footprint

Guizio’s growth has followed a multi-channel trajectory: digital origins, a SoHo flagship in New York, a presence at Aventura Mall in Florida, and now Melrose in Los Angeles. Each location serves a different strategic purpose.

• SoHo: Historically a fashion and retail hub in New York City, SoHo is ideal for European and U.S. press attention, influencer visits, and editorial shoots. A flagship in SoHo signals the brand’s design credentials and situates it within the New York fashion conversation.
• Aventura Mall: As one of Florida’s largest shopping centers, Aventura offers volume and a diverse customer base. A mall presence supports broad customer acquisition, especially among shoppers who prefer destination mall experiences and who drive consistent sales across seasons.
• Melrose: Los Angeles requires a different playbook: lifestyle storytelling, local events and an emphasis on fit and feel for customers who often buy for both everyday wear and high-visibility moments.

This geographic diversity balances exposure and stability. Flagships in cultural capitals—New York and Los Angeles—anchor the brand in tastemaker markets, while mall locations provide reliable volume and margin stability. The combined physical footprint complements an e-commerce platform that can reach customers beyond the immediate geographies of the stores.

Scaling physical retail demands operational discipline. Inventory allocation must reflect regional differences in taste and climate. For example, Los Angeles assortments might prioritize lighter fabrics, day-to-night looks and pieces that photograph well in natural light, while New York could emphasize layering and colder-weather staples. Aventura’s inventory needs to reflect the demographic and touristic mix of South Florida.

Physical expansion also alters customer acquisition models. E-commerce acquisition—driven by digital ads, social media and editorial coverage—can become more efficient when supplemented by the brand-building effects of brick-and-mortar. Physical stores produce local CRM data, in-person return-to-purchase conversion, and first-party customer engagement metrics that inform digital marketing.

Retail Economics: Why a 3,200-Square-Foot Flagship Is Significant

Size matters. A 3,200-square-foot retail space indicates a significant investment. It supports dedicated merchandising categories, private fitting areas, event space and enhanced staff resources. That scale signals an ambition to convert transient interest into repeat business and to host activities that smaller boutiques cannot.

The economics of a flagship include fixed costs—rent, utilities, staff, fixtures—and variable costs such as inventory and events. Rent on Melrose varies by block, but flagship locales command premium rates in exchange for visibility and customer flow. Break-even depends on average transaction value, conversion rate, and sales per square foot. Fashion brands opening substantial spaces must be confident in projected revenue per square foot or see the space as a long-term marketing investment rather than a short-term profit center.

Flagships often operate differently from smaller stores. They function as showrooms and brand ambassadors, converting a smaller percentage of local foot traffic into sales, while generating outsized marketing value through editorial features and social content. For direct-to-consumer labels, the ROI of a flagship includes intangible benefits—brand prestige, press placements and stronger relationships with influencers and stylists.

Operationally, the flagship requires trained staff who can deliver elevated customer service: knowledgeable stylists, experienced cashiers, and managers who can run events without disrupting daily sales. Training programs that sync in-store experience with online service—such as buy-online-pick-up-in-store (BOPIS), in-store returns for online purchases, and localized marketing—improve conversion and customer satisfaction.

The presence of higher-margin categories like handbags and footwear improves the flagship’s revenue prospects. These items increase the average ticket and provide opportunities for personalized consultations and add-on sales. If Guizio executes category expansion well, the Melrose flagship could become a nucleus for both product discovery and bottom-line performance.

The Los Angeles Market: Opportunities and Competitive Landscape

Los Angeles presents an opportunity set shaped by its blend of local consumers, entertainment industry professionals, stylists and global visitors. The city’s fashion preferences often emphasize individuality, hybrid dressing, and a relaxed approach to tailoring. Those tendencies align with Guizio’s mix of structured pieces and body-conscious silhouettes.

The competitive landscape for contemporary womenswear is dense. Independent labels, emerging designers and established direct-to-consumer brands all vie for attention. Yet LA’s market also rewards distinctiveness and strong brand narratives. Guizio’s signature of corsetry integrated into everyday dressing offers a point of differentiation. The brand can attract customers seeking a wardrobe that straddles fashion-forward eveningwear and tailored daywear.

Guizio must navigate competition at multiple tiers: luxury designers who capture high-spend consumers, contemporary peers who dominate digital-first markets, and fast-fashion players who compete on price and trend velocity. The brand’s advantage lies in design specificity, celebrity visibility and a growing product assortment. Execution will depend on pricing strategy, inventory availability, and local marketing that emphasizes styling utility rather than pure trend mimicry.

Collaborations and local partnerships can accelerate brand recognition. Partnering with LA-based stylists, creative directors, or cultural institutions for in-store activations strengthens the brand’s local roots. The flagship can host styling sessions for television and music clients, seed wardrobes for high-profile events, and cultivate a roster of local champions who integrate Guizio into red-carpet and performance wardrobes.

Operational Considerations: Inventory, Customer Service and Tech Integration

Opening a large flagship requires logistical coordination across inventory planning, staffing, technology and customer service.

Inventory: Allocating stock across stores and the online channel involves forecasting demand by SKU and region. Flagships typically carry full-size ranges and provide a selection of sizes to enable fitting trials. The brand must avoid overstocking slow-moving items that tie up capital. A data-driven allocation strategy that uses e-commerce signals, historical sales from similar markets and regional trends will help balance availability and efficiency.

Customer Service: Staff should be trained to articulate the brand story, offer tailored styling advice and provide measured upsell without pressure. Given Guizio’s technical silhouettes—corsets and fitted suiting—sales associates will need fitting knowledge and an understanding of alterations or sizing nuances. Services like in-store alterations or styling consultations increase perceived value and can turn first-time purchasers into repeat customers.

Technology: Seamless omnichannel experiences improve conversion and operational agility. Inventory visibility across channels, integrated point-of-sale systems, and options like in-store pickup or mobile checkout reduce frictions. The flagship can also function as a fulfillment node for nearby customers, shortening delivery times and improving the post-purchase experience.

Visual merchandising systems that allow quick refreshes—seasonal displays, capsule launches and event activations—keep the store feeling current. Rotating window displays tied to editorial themes or celebrity placements leverage the flagship’s visual impact to drive foot traffic and social shares.

Marketing the Flagship: Events, Community and Content

A physical flagship provides a steady stream of content opportunities. The store’s launch itself presents editorial potential. Subsequent activations keep momentum: launch parties for new collections, celebrity-hosted appearances, influencer styling sessions, and collaborations with local artists or photographers.

Community building is crucial. The brand can cultivate a local customer base through membership tiers, early access events, and tailored communications about LA-specific assortments. Real-world community generates repeat business in a way online-only strategies struggle to replicate.

Content created in-store—editorial shoots, styling videos, behind-the-scenes footage—serves both commerce and PR. These assets feed social platforms and editorial partnerships, amplifying the flagship beyond its physical footprint. For a visually driven brand, the store becomes a production studio and a customer stage.

Measuring the success of these efforts requires tracking both sales metrics and softer indicators: footfall, social impressions, email sign-ups, and conversion rates from events. A comprehensive KPI framework ensures marketing investments translate to measurable business outcomes.

Risks and Mitigations: Balancing Expansion with Financial Discipline

Opening a flagship introduces risk: higher fixed costs, potential overexposure in a crowded market, and the challenge of sustaining novelty after launch. Mitigation approaches include phased rollouts, careful lease negotiations, flexible store design that allows for cost-effective reconfigurations, and event calendars that sustain engagement.

Phased inventory exposure reduces risk: introduce accessories and smaller categories incrementally while validating demand, rather than committing to large production runs immediately. Lease structures that include rent abatements or performance-based clauses improve runway. Flexible staffing models—combining full-time managers with part-time sales associates—control labor costs while maintaining service levels.

Post-launch, the brand should monitor regional performance and optimize assortments based on data. If certain silhouettes or colors overperform in Los Angeles, the brand can lean into those signals across online channels and other regional stores, creating a feedback loop that refines both product and marketing.

Currency fluctuations and supply-chain disruptions remain systemic risks. Diversifying manufacturing partners and maintaining buffer stock for core items helps reduce these exposures. For new categories like footwear, rigorous quality control and pilot production runs limit the potential for returns and reputational risk.

What the Melrose Flagship Signals About Guizio’s Trajectory

The opening reflects a label transitioning from a promising, image-driven brand to a more mature fashion house with ambitions across categories and geographies. Guizio’s design identity—structured tailoring, signature corsetry, bespoke hardware—provides a coherent design language that translates to apparel, bags and shoes. The Melrose flagship indicates a willingness to invest in long-term brand building through customer experience.

Retail expansion is not merely a store-count game. For Guizio, the flagship acts as a statement: the brand expects steady demand from West Coast customers and sees value in owning a conspicuous retail home where styling, events, and product launches can converge. It also suggests confidence in the label’s operational infrastructure: sourcing, manufacturing, and distribution must be robust enough to support multiple categories across markets.

If the brand sustains its momentum, the Melrose store could function as a prototype for future flagships in other creative capitals. The lessons learned in LA—about assortment preferences, event programming and tech integration—will inform how Guizio scales both physically and digitally.

Real-World Comparisons: How Contemporary Brands Use Flagships

Several contemporary brands provide useful comparisons for Guizio’s strategy. Aritzia, for instance, pairs elevated store environments with styling services to build customer loyalty; Reformation uses showrooms that double as content studios; and other contemporary labels have used high-profile storefronts to host capsule launches and artist collaborations. Each case underscores the dual function of a flagship: sales engine and brand amplifier.

Guizio’s approach mirrors those priorities—deliberate brand curation, celebrity-driven awareness, and category expansion—but retains its distinct design voice. The brand’s success will hinge on translating buzz into repeat business through reliable product quality and a retail experience that matches the visual promise of its public-facing imagery.

Community and Cultural Impact: Local Jobs and Creative Ecosystems

Beyond commercial metrics, opening a flagship contributes to local employment and the creative economy. Staffing roles—sales associates, store managers, visual merchandisers, event coordinators—create jobs and offer opportunities for local talent to build careers in retail and fashion. The store also offers a platform to collaborate with LA-based creatives: photographers, stylists, florists, and set designers.

Neighborhood-level effects must be considered. Melrose’s retail composition combines independent boutiques and larger brand shops. A new flagship can attract foot traffic that benefits neighboring businesses, while also raising expectations for curated storefronts and experiential retail. Retail corridors evolve as new tenants open, shifting the local retail mix and occasionally prompting higher rents. Responsible engagement with the community—through local collaborations and neighborhood events—helps integrate the store without displacing the existing creative fabric.

What Consumers Can Expect In-Store

Customers visiting the Melrose flagship should expect more than a transactional space. The store aims to present the Guizio aesthetic as a lifestyle proposition. Look for curated displays that pair clothing with accessories, comfortable fitting rooms designed for tailored pieces, and staff trained to advise on fit and styling for corsetry and suiting. The presence of handbags and footwear will allow shoppers to assemble complete looks.

Flagship customers can also expect programming: product launches, events and opportunities to preview new categories. For shoppers who discovered Guizio online, the store offers an occasion to experience materials and fit in person—particularly valuable for items that rely on precise tailoring.

Online shoppers will likely continue to have access to broader inventory, but the integration of online and in-store services—such as localized pickup and returns—should smooth the purchasing experience. The brand’s investment in the LA market signals that regional customers will receive a level of service and product availability tailored to local tastes.

Looking Ahead: How the Flagship Could Shape Future Moves

The Melrose flagship sets a template. If the store performs well, expect several possible outcomes:

• Regionalization of assortments: curated selections for Los Angeles, informed by local sales trends and stylist feedback.
• Increased events and collaborations: local partnerships and celebrity-attended launches to sustain engagement.
• Iterative physical expansion: additional permanent stores or temporary pop-ups in other West Coast cities and international creative hubs.
• Further product diversification: new accessories or lifestyle offerings that expand the brand’s addressable market.
• Enhanced omnichannel capabilities: faster fulfillment from the LA store, improved appointment booking, and data-driven personalization.

Each path hinges on measured execution. The brand must balance ambition with operational discipline to convert the Melrose flagship from a launch moment into a durable growth driver.

FAQ

Q: Where is Guizio’s Los Angeles flagship located? A: The flagship is at 8723 Melrose Avenue in Los Angeles. The space measures 3,200 square feet and represents the brand’s first dedicated West Coast storefront.

Q: Who founded Guizio and when was the brand established? A: Danielle Guizio founded the label in 2014. She serves as the designer and has guided the brand from its early collections to a globally recognized contemporary label.

Q: What product categories does Guizio sell? A: Guizio’s ready-to-wear includes woven knits, structured suiting and signature corsets with design features like asymmetry, cutouts, ruching and custom hardware. The brand has recently expanded into handbags and footwear, reflecting a move toward broader lifestyle offerings.

Q: Which celebrities have worn Guizio? A: The label has been worn by figures such as Gigi and Bella Hadid, Sabrina Carpenter, Olivia Rodrigo, members of the Kardashian‑Jenner family, Rosalía, and Blackpink, among others. Celebrity visibility has helped raise the brand’s profile.

Q: How does the Melrose flagship fit into Guizio’s retail strategy? A: The store forms part of a broader retail expansion that includes a SoHo flagship in New York and a presence at Aventura Mall in Florida. The Melrose location deepens the brand’s West Coast presence, supports new product categories, and creates a space for immersive brand experiences.

Q: Will the products available in the Melrose store be the same as online? A: Flagships often carry core items and special assortments tailored to the local market. While much of the brand’s assortment will be available online, the in-store selection may include exclusive pieces, early previews of new categories, or region-specific edits.

Q: What kind of in-store experience should customers expect? A: The founder has emphasized a warm, immersive and inviting environment. Expect curated merchandising that pairs garments with accessories, attentive styling assistance, and space for events and fittings that showcase the brand’s corsetry and tailored pieces.

Q: Why is opening a flagship significant for a contemporary fashion brand? A: A flagship serves multiple roles: it sells product, tells the brand story, provides a venue for events and content creation, and strengthens customer loyalty through in-person experiences. For brands expanding categories and geographic reach, a flagship helps translate digital interest into sustained retail relationships.

Q: How might the Melrose flagship influence Guizio’s future? A: The store could act as a model for further expansion if it succeeds in driving sales, building community and improving brand metrics. Success in Los Angeles would validate category expansions and support potential additional flagships or pop-ups in other markets.

Q: Are there any operational challenges associated with a flagship of this size? A: Yes. Larger stores come with higher fixed costs, more complex inventory management, and staffing demands. They require strong merchandising, localized marketing and robust supply-chain coordination. If managed well, these challenges are offset by higher average order values, promotional opportunities and enhanced brand presence.

Q: How will the flagship affect the local Melrose neighborhood? A: The store contributes to local employment and the neighborhood’s creative economy. It may draw additional foot traffic that benefits nearby shops and cultural venues. Responsible engagement—through collaborations and local events—helps integrate the store into the existing retail fabric.

Q: Can customers expect events or special programming at the Melrose store? A: Flagships of this scale typically host product launches, preview nights and stylist-led events. Given the available space and the brand’s stated ambition to create an immersive environment, customers should anticipate programming designed to deepen community ties and spotlight new product categories.

Q: Where can shoppers learn more about new drops and in-store events? A: Consumers should monitor Guizio’s official channels—its website and social media—for announcements about locations, product drops and event schedules. The flagship will likely be a focal point for the brand’s localized activations and first previews of new categories.

The Melrose flagship marks a decisive step for Guizio: an investment in place-making, product breadth and local engagement. It codifies the brand’s journey from digital discovery and high‑profile editorial moments to a tangible consumer home on the West Coast. The store’s success will depend on the brand’s ability to translate visual momentum into a sustained retail experience that reflects the design integrity and service quality customers expect from a growing contemporary fashion label.