The designer spent over five years away from fashion. Now, he bought back his name and is relaunching the jewelry brand that put him on the map.
The target demographic is now the 40 to 60 age group. "I relate to that age group because I am that age group. I felt like we always were in that age group, but there are very few brands that really talk to them," he says. "Most people chase the 20-year-old through marketing, and it's generally a very curated image. There's not a lot of real content and, I don't know, just real life shit.
Bittar doesn't have any regrets about working with private equity in the brand's past life. He just wants the freedom to take a more "unedited" approach, "for better or for worse." The goal is to grow the company to the point it was before, and even exceed that. But Bittar has a new approach, one that's rooted in the message and a good product. The designer really stuck to his guns on the latter, tapping into what worked for Alexis Bittar — "the artistry, the craftsmanship, the higher perceived value than what we were pricing it, the sense of humor and honesty in the advertising." There are also new categories: soft accessories, homewares and fine jewelry.
When it comes to the timing of all this — in the middle of a pandemic, a tough market for retail and a turning point for the fashion industry — "I didn't have a choice," Bittar says. "Brooks Brothers went bankrupt, so it was like, 'Do I want to buy my name back, or do I want to watch it be kicked around?' In that sense, it was the right time."
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