“ In the fashion business, speed is life” – Howard Davidowitz
While the typical cycle of a luxury brand, like Jimmy Choo, has four collections a year, some breakout fashion labels are releasing new items monthly. This is a unique form of product positioning in the fashion industry, as the grand majority conform to the same seasonal release of collections. A few standout luxury brands are successfully using this position to market their fashion labels.
For example, this fall Tamara Mellon, the co-founder of Jimmy Choo, a luxury shoe company, is setting out into the fashion industry with her new label, called Tamara Mellon. The clothing and shoe line will release new luxury items every month, instead of quarterly. This is a unique attribute for a luxury brand to possess, and certainly sets Tamara Mellon apart. This product positioning is very promising for the future of the company, especially since the founder of the company is well known in the fashion industry. As Tamara Mellon is associated with quality and luxury from her history in fashion, so will her new brand.
Source: http://www.businessweek.com/articles/2013-10-04/jimmy-choo-co-founder-tamara-mellon-puts-on-her-revenge-boots#r=hpt-ls