Must Read: Can Reformation Become a Global Hit? Victoria's Secret's Sales Are Still Down
Plus, why Outdoor Voices can't bank on its top-selling Exercise Dress.
These are the stories making headlines in fashion on Thursday.
Can Reformation become a global hit?
Sitting on a fresh pile of cash after selling a majority stake to private equity firm Permira Advisers in July, Reformation wants to open stores in the U.K., Australia and beyond at a rate of about five to eight locations a year. The goal is to use its winning U.S. strategy, where the retailer grew in the span of a decade from a single repurposed vintage shop in Los Angeles to a $150 million-a-year business. But will its $200 floral dresses and puff-sleeved tops be a hit overseas? {Business of Fashion}
Victoria's Secret's sales are still down
L Brands released its quarterly earnings report Wednesday, revealing that comparable online sales at Victoria's Secret fell 6%, while sales at its retail locations fell 9%. At this point, Bath & Body Works is the only company keeping L brands afloat, as the purveyor of strongly scented soaps had sales grow both online and in store and surpassed $1 billion in sales for the quarter. {WWD}
Why Outdoor Voices can't bank on its top-selling Exercise Dress
Outdoor Voices first introduced its $100 Exercise Dress last May, and it has since become a subject of mild internet obsession. The spaghetti-strapped slip is a success story for the brand — it was its most successful single-item launch ever, with more units sold during its first week online than any other product. But, Business of Fashion's Lauren Sherman says the workout dress isn't enough, and that the Austin-based label will need to make more hits and increase sales of its core products in order to properly scale. {Business of Fashion}
Ann Demeulemeester isn't returning to fashion anytime soon
Ann Demeulemeester and fellow Belgian designer Dries Van Noten compare garden notes these days, which is very telling of the simple country life she leads, having left her namesake fashion label six years ago. She's since become obsessed with rearing things by hand: She harvests fruits and vegetables, and creates porcelain housewares. The former designer told The New York Times that she feels "free" and has not attended any recent Ann Demeulemeester shows. She also hasn't bought any new clothes, save for a pair of Birkenstocks. {The New York Times}
Universal Standard launches size inclusive boots
Since becoming the world's most inclusive clothing brand with every product in the collection available in sizes 00-40, Universal Standard is ready to give everybody access to elevated footwear. A year in the making, the label released two boot styles (see below): Porto, a short boot ($250), and Lisbon, a tall boot ($280). Both are constructed of premium leather and a contrasting knit fabric that is very pliable fabric to address differences in calf width. Made in Portugal, the boots will be available in sizes 6 to 13 (most brands typically stop at a size 11). Shop them here. {Fashionista inbox}
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