NEW YORK — Marc Bouwer is ready for his close-up.
The fair-haired designer will make his debut on QVC in February, pitching the M by Marc Bouwer collection.
So why is a man more accustomed to dressing Angelina Jolie, Shania Twain, Charlize Theron, Julianne Moore and Jennifer Lopez — and whose signature collection retails from about $1,500 to $7,000 — going after couch potatoes? “In the end, it’s about name recognition,’’ he said. “We get so many calls from people who don’t know how expensive our clothes are. I have always thought it would be nice to dress a lot more people with much more affordable prices.”
He is the latest designer to join QVC’s roster, which includes Dennis Basso, Pamela Dennis and Bradley Bayou. Annette Repasch, director of merchandising for QVC, said, “We are thrilled that Marc decided to translate his couture vision into a beautiful, wearable sportswear line for everyday and that he chose QVC as the outlet to do so.”
The 14-year-old company gets plenty of play from photos of Bouwer-clad celebrities featured in magazines. It has also seen its share of pieces advising readers how to knock off a Marc Bouwer. The latter issue prompted Bouwer to ask himself, “Why aren’t we doing that?”
Now they are. Bouwer’s QVC pieces include a $50 kimono blouse, $50 matte jersey pants with side slits, a $60 Lurex wrap poncho with flower pin, and a $149 silk dress with a ruffled front and silk and cashmere bolero sweater. The date and length of his first appearance has yet to be set, but Bouwer has big expectations for M by Marc Bouwer, which will also be offered at QVC.com.
“Where else can you sell thousands of units in virtually minutes?” he asked.
Eighty-six million households tune into QVC annually, the company said.
Paul Margolin, president of Marc Bouwer, said he and Bouwer have talked with executives at QVC over the years but now the timing seemed to work. “There’s a lot happening with our business celebrity-wise and business-wise. It’s a good time to build the brand and to reach markets we weren’t able to reach before,” he said.
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Bouwer intends to attract the many women who know his name but can’t afford couture prices, as well as QVC viewers who may not be familiar with him. QVC, not surprisingly, is anxious for him to bring in trendy new customers as well as his existing ones.
“The whole snob factor is waning,” he said. “My clients buy six or seven thousand dollar dresses. But there are some, who I know, are at home in bed flipping channels and will see a little sweater and buy it to run around in.”
After his February debut, Bouwer plans to roll out a full presentation during an hour-long show on QVC in April. Selling on QVC should allow the designer to bolster distribution for his signature couture line and to possibly pursue other opportunities such as bags and shoes. Unlike his New York-made couture collection, the M by Marc Bouwer one is made overseas by QVC.
In the next month or two, he will troop to QVC headquarters in Westchester, Pa., for an all-day primer with other newbies. Bouwer may have a set built to make his show a little more upscale. Having appeared on “America’s Next Model,” “Project Runway” and various entertainment news programs, he is not sweating about the pitch.
“I’m very confident as long as I feel good about the product. I’m not going to sell anything I don’t feel good about,” he said.