Made to Order Designs Redefine Luxury for Karen Millen

Sizable new stores in Knightsbridge and New York aim to reinvent Karen Millen's luxury brand. Millen will be dropping prices making their brand more appealing to a culture that is more attracted to conventional style and wearable fashion. A Made To Order approach however, will become apart of the high fashion designer's bespoke culture as their clients want more exclusive pieces which usually come at a higher price. Millen is also set to launch Bespoke Studios with pop ups in Selfridges in London with more to come in Paris' Galleries Lafayette and stores arriving in Amsterdam and New York later this year. "What we've come to realise is that people want exclusivity. We are introducing more special pieces at higher price points and we've had incredible sell-throughs on some of those," said Gemma Metheringham, Karen Millen's creative director. "Even on a big production run for us of 4,000 units, when spread around 400 stores in 65 countries that leads to exclusivity which you just don't get elsewhere on the high street at the kind of prices we charge," says Shearwood Chief Executive at parent Aurora Fashions.