Real Simple Launches Inaugural Clothing Line With Online Retailer Cuyana
April 15, 2014 - SAN FRANCISCO, CA
Real Simple, the leading women's lifestyle brand, and Cuyana, an innovative online fashion brand, have partnered to create a line of apparel and accessories called Cuyana for Real Simple. This marks the first time a major lifestyle publisher and content provider is partnering with a direct-to-consumer brand to create a co-branded fashion collection. This also marks Real Simple's first foray into fashion apparel, as both companies work collaboratively to design their first ready-to-wear line. The inaugural collection, comprised of key pieces for summer, will be available exclusively at www.cuyana.com/realsimple beginning May 15, 2014.
For over a decade, Real Simple has been the modern woman's trusted guide to help make her busy life a little easier. Now, by leveraging Cuyana's agile production ability and apparel and accessories expertise, Real Simple is enabled to enter the fashion industry in a fresh, seamless way, and help make fashion easier and more accessible. The line is intended to help women simplify their lives and their wardrobes by offering beautiful, versatile, and affordable items that are sophisticated and made to last.
Both the editorial and partnership teams at Real Simple are championing the collaboration. Real Simple Publisher, Charlie Kammerer, and Real Simple Editor, Kristin van Ogtrop, are both actively participating in the product design and marketing process.
"Real Simple serves as a trusted guide to help affluent women choose how to spend their time and money wisely. Fashion is important to our consumer and a clothing line is a natural extension for the brand," said Kammerer. "Real Simple and Cuyana share a similar philosophy about simplicity and intentional buying and Cuyana is the perfect partner to help us create our first apparel line. We love the disruptive nature of their model and their consumer promise and aesthetic is a perfect match for our brand. We are excited to add Cuyana for Real Simple to our robust offerings for our existing consumers and we're also looking forward to reaching new audiences."
This collaboration comes amidst a larger wave of merging content and commerce trends.
The partnership between Real Simple and Cuyana heralds a new opportunity for these traditionally distinct industries to successfully merge. It is the first of its kind for a direct-to-consumer brand and also built upon the three key tenets of a successful partnership:
- Cuyana and Real Simple have a strong brand alignment - Cuyana's Lean Closet Movement has struck a chord with consumers and Real Simple has built its brand by helping women beautifully edit their lives.
- Both sides have a shared customer demographic - women, ages 30-60 with a sweet spot 30-45, HHI $100K+.
- Each side is leveraging the expertise they are known for by focusing on each company's core business strengths. Real Simple is known for a clear editorial voice and Cuyana for e-commerce knowledge - and by separating the content and commerce experience for the customers, so "integrity of content" and "integrity of product" is preserved, this partnership is poised to succeed.
"The Cuyana for Real Simple collection is a dream collaboration," said Cuyana CEO Karla Gallardo, "as both brands' clean aesthetic and clear lifestyle message is embedded throughout the product design and customer experience."
The collection will be based on Cuyana's "fewer, better things" philosophy and comprise of key summer pieces. Each item has been designed with a focus on quality, not quantity, and with today's modern woman in mind. The collection is made from the finest materials, and constructed by expert craftsmen from around the world including US manufacturers.
For advanced access to the collection, visit www.cuyana.com/realsimple
About Real Simple
Real Simple (www.realsimple.com) launched in March 2000 to provide inspiring ideas and practical solutions to help today's busy woman navigate her everyday life. Throughout its 14-year history, Real Simple has been a leader in understanding the modern woman. The brand creates a community in which consumers can share their ideas and learn about women like themselves. With a monthly print magazine, robust website, tablet editions, mobile apps, licensed products, books, special issues and a strong social media presence, Real Simple enjoys an unduplicated monthly audience of 10 million. Real Simple is published by Time Inc., the largest magazine media company in the U.S.
Cuyana is an online women's fashion destination that celebrates fewer, better things. They create premium women's apparel and accessories, made from the best materials around the world and designed with a classic, minimalist aesthetic. By directly sourcing materials from around the world, designing all products in-house, and cutting out the middle-men, Cuyana is able to streamline the e-commerce production chain and go direct-to-consumer to offer high-quality, timeless pieces at attainable prices. As part of their Lean Closet Movement, which educates and encourages women to buy and wear only what they love and give things they no longer wear to those in need, Cuyana works with nonprofit organizations to help donate these unwanted pieces and gives customers credit in exchange for their donations. To learn more, please visit www.cuyana.com.