Just in Time for Bridal Season—Brock Collection Launches an Exclusive Online Capsule Collection
Brock Collection Ecommerce
Over the last couple of years, designers Laura Vassar Brock and Kristopher Brock have spent a lot of time listening. The 2016 CFDA/Vogue Fashion Fund winners are so concerned with pleasing the chic women who buy and wear their clothes, in fact, that they’re now taking all of that personal input and doing something special with it. Today, the Brocks are relaunching their brand’s website and introducing a new e-commerce component comprised of a limited one-off capsule collection that includes four black and white dresses modeled by icon Carolyn Murphy (Laura calls her “the Brock ambassador”). The range of ruffled, lace, jacquard, and silk gowns, which is titled The New Originals, is inspired by some of the most requested and beloved designs from Brock Collection.
The Brocks plan to release more online-only capsule collections moving forward, but they won’t launch seasonally or expand to make their main line shoppable any time soon. Instead, as Kristopher explains, “These capsules will be released when we feel that it’s special enough and it will be most impactful. These collections are meant to be smaller and more intimate, with each telling a unique story.” He adds, “There are very minimal units in each style, so it feels exclusive. Not everyone will have them.” The designers opted for this approach over a full e-commerce operation because they didn’t want to take business away from their loyal stockists like Barneys New York or Net-a-Porter. They also felt that a more curated approach to online shopping was more in line with the Brock Collection ethos. “We wanted to treat our e-commerce business more like an editorial business,” Kris says. “This first story in particular is really telling the story of the Brock woman and how she is romantic, simple, wise, and wants her clothing to reflect all of those traits.”
As Laura also notes, the debut line is about “connecting with those customers who have come to us asking for specific occasionwear, and we felt that now was especially the right time to launch because it’s wedding season.” It’s a smart approach for a smaller brand wanting to carve out their own corner in the expansive and overwhelming world of fashion e-commerce. Exclusivity is key to the draw of Brock Collection’s new online shop, but even more important is the label’s dedication to the old tried-and-true retail model: The customer always knows best.
