Dice Kayek covers all fronts this autumn
Dice Kayek is raising its profile. The Franco-Turkish niche label, known for its top-of-the-range women's ready-to-wear and semi-couture range featuring noble materials and impeccably sophisticated cuts, is pulling out all the stops this autumn. Taking advantage of the lockdowns to restructure and reorganise its production, which is now done in-house, it has seen its sales jump by 40% over the last two years (turnover is around a few million euros) and is planning a series of events to broaden its audience.
Originally from Anatolia, Ece Ege moved to Paris, where she graduated from the Esmod school in 1987. In 1992, she and her sister Ayse founded Dice Kayek in the French capital, always keeping a link with Istanbul, where three years ago she set up a new 700-square-metre space to house her studio, workshops and the entire production unit, employing some 25 people. In Paris, it has its own offices, a showroom and a 150-square-metre boutique on rue Saint Benoit in Saint-Germain-des-Prés, due to open in 2019.
The brand, which started out with poplin shirts - still one of its flagship pieces today - along with the signature dress - a little black structured dress - and the petticoat belt, is offering a total look complemented by a line of shoes, as well as a more accessible collection called Pink Label. Positioned in the luxury segment, with prices ranging from 400 to 4,000 euros and up to 15,000 to 40,000 euros for the couture pieces, its competitors include houses such as Lanvin, Rochas and Maison Margiela. But unlike the latter, it has managed to establish itself over the decades, without advertising or influencers, as a sought-after house with a loyal clientele that has grown larger and younger in recent years.
"Controlling production in-house has given us great flexibility, allowing us to be more responsive, not only to our retailers, but also by activating more targeted projects, such as collaborations or pop-ups. It's changed the way we operate," says Brand Director Sinem Cansu, highlighting the countless initiatives the brand will be launching over the coming months.
This Thursday September 14, Dice Kayek is taking part in the festivities to celebrate the 125th anniversary of the Ritz, with whom it has worked for many years. For the occasion, it will be dressing the hostesses and staff and will be present in two windows and in the concept store at the palace. The label will also be featured in the windows of the Lutetia, another of Paris's grand hotels. It will also be taking over Printemps Hausmann from September 22 to October 15, with a dedicated space of around twenty square metres in the very exclusive "Personal Shopper" lounge.
At the same time, the brand is announcing a series of projects in the United States, which now accounts for 30% of its total sales, followed by the Middle East, Asia (including China) and Europe. It is distributed through its e-commerce site, its Paris boutique, 70 multi-brand customers and two seasons ago it forged a partnership with American department stores Neiman Marcus. "It's important for us to have more visible points of sale in the United States, which has become a key market. Being present in strategic locations allows us to go further," Cansu points out.
In November, an in-store event is planned at Neiman Marcus in Houston, while between now and the end of the year, Dice Kayek will be opening a pop-up store in New York, in Soho at 426 West Broadway. Also in November 3 and 4, it will be show at Beymen in Istanbul, via the exhibition organised to celebrate the fiftieth anniversary of Turkish department stores. Finally, the brand will be setting up a temporary space for a month, from February 15, in Dubai's THAT Concept Store department store.
Dice Kayek is also working on a future collaboration in fine jewellery. "We're collaborating with brands in different fields, but we're concentrating on our core business with our essential, chic and contemporary pieces, where everything is well thought out and very carefully crafted. Our strength is fit, carefully chosen materials and great value for money," concludes Cansu.
The house has been withdrawn from the Paris catwalk calendar since 2013, opting for the pioneering fashion film format. It will be present during Paris Fashion Week, with a presentation on October 1, as well as during Milan Week, at the Intl showroom, from September 18 to 29.
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