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Retail
Published: 7 Sep 2015

Wang Monetises Heritage With Crowdsourced Collection

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Alexander Wang's 10 year capsule collection.

American fashion designer Alexander Wang is marking 10 years in business with a retrospective capsule collection. Titled Wang 10, it features 10 pieces from his previous runway shows – as selected by the brand's own fans.

The final selection was narrowed down from 25 bestsellers by fans across the globe, who were invited to vote via a dedicated #WANG10 webpage. They were also encouraged to upload photos of their favourite "Wang moments" or garments using the hashtag #WANG10 on social media. Exceptionally popular pieces are being reissued in black – Wang's signature colour.

The collection will be available in-store and on the brand's e-commerce site (available for pre-order) from September 7. It will also be available in Parisian concept store Colette on September 21 to loosely coincide with Wang's anniversary runway show, taking place at the end of New York Fashion Week (S/S 16) on September 12.

Wang 10 – described as "10 reissued pieces, crowdsourced from the past decade of runway collections" – was conceived to speak about the brand's long-term aesthetic and conceptual codes, as opposed to seasonal trends. This demonstrates the increasing relevance of non-seasonal thinking that is also driving the boom in outlet shopping centres. See Outlet Retailing for more.

It's also highly notable that such a relatively young brand is already exploiting its heritage to strengthen brand identity. For more on capitalising on backstories, regardless of how many years there are on the clock, see Monetising Brand Heritage, Brands Behaving Authentically, Adidas Exhibits Superstar History and Clarks x WhatsApp.

For more on the power of using an existing fan base to deepen engagement and maximise return on investment, see Fan Votes Shape Topshop's Archive Collection and Frank and Oak Embraces Fan-Backed Retail Location Scouting. Also look out for Beta Brandscapes, part of our Get Real Macro Trend, publishing on September 18.

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