With her 7.6 million Facebook likes, 2.5 million Twitter followers and more than 5.4 million Instagram followers, the Grammy Award winning musician and fashion entrepreneur Gwen Stefani was a perfect muse for a new venture. The design team at Tura, Inc. knew that Gwen Stefani’s fan base would embrace her rock-meets-glam sunwear and ophthalmic collections-and indeed they have.
“The reaction has been unprecedented,” said Audrey Pavia, VP of marketing. “We have learned that there has been a large void in the market for product this fashion forward at this price point. And the consumer today is much more daring with their fashion choices. Our ECPs have been very pleasantly surprised at the sell-through and the constant need to re-order.”
The two collections, the upmarket L.A.M.B. for women 30+ and the more youthful and wallet-friendly gx by Gwen Stefani for female wearers 18 to 40, have experienced “excellent sell-through,” according to Pavia. “We track sell-through by reviewing our ‘Rx’ sales, which are sales specifically when a customer calls, faxes or orders from our website a frame for a specific customer. Immediately we saw higher-than-normal Rx sales in both the L.A.M.B. and gx collections,” she said.
L.A.M.B, Stefani’s fashion brand that stands for Love Angel Music Baby, gets translated into eyewear with bold shapes and funky details for one-of-a-kind style with sex appeal. Style LA022 is not your average cat eye; this one is severe, daring and oh so flattering. The combination of metal material with acetate on the top rim (brow area) creates an edgy, sophisticated and luxurious look. Inspired by the streets, the metal/acetate LA024 offers a defined browbar and slight cat uplift.
Stefani signs her emails as “gx” with the g representing Gwen and the x sending out her love. This playful collection is affordable, with street style that uses lots of color. Check out the Gwen Stefani GX019 in black. The fashion forward, shapely and youthful style has a dramatic look. This trendy metal is incredibly lightweight, comfortable and fashionable. Other bold color offerings comprise green and blue. Inspired by Gwen’s iconic punk rock pants, GX020 uses a debossed herringbone pattern that just pops. Made of stainless steel, this lightweight model adds a wider front for a more urban look.
Jackie O’Keefe, LDO, is a writer, speaker, course preparer and consultant in the Tidewater area of Virginia.
Tura, Inc. • 800.242.8872 • Tura.com