Sergio Hudson Takes Established Fashion Empire By Storm

Sergio Hudson hopes to be the next-gen American luxury designer for the people. This is buoyed by a high-profile Michelle Obama moment that has accelerated the brand’s trajectory.

The 37-year-old designer has been able to get two deals with Target and Amazon, the epitomes of mass retail, which have brought him, new customers. Hudson says, “Before I was begging for fashion week,” “Stores are calling now.”

Target’s capsule collection, 2022 designer collections, is now available. It features Hudson’s signature dramatic elegance in bodysuits, pants, belts, and coats. Prices range from $20 to $70 and are sold in extended sizes. Hudson’s label was also launched this fall in Amazon’s Luxury Stores. Six exclusive styles were sold along with the primary collection. The Amazon store is more luxurious than Target’s collection. Prices range from $295 for an exclusive belt to $2195 for a silk dress in chiffon. Amazon sponsored the brand’s autumn/winter 2022 show and took a percentage of sales. However, the brand declined to disclose the exact amount.

Sergio Hudson’s co-founder, Inga Beckham (CFO), stated that the goal is to bring the brand to more people by being there where they shop. These partnerships are both pragmatic bets on the future success of the label and a bid to increase sales immediately. Beckham states that Amazon is a gateway to global consumers, and Target is an entry point. Beckham says that while many people know much about Sergio Hudson’s story, only a few do. Target is everywhere in the country, and Target is no exception. “The clothes will be gone within three months but the brand recognition will continue.” Discussions with Target and Walmart have been ongoing for more than a year.

Who is Hudson? The Hudson new customers will be able to meet? He is known for his exquisitely tailored, elegant clothing and his fecundity with rich colors. He is a fan of French masters Azzedine Alaia and Yves Saint Laurent, and his impeccable tailoring has made him a celebrity stylist for Beyonce, Britney, and Kendall Jenner.

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He is part of a small group of young designers who don’t mind dressing as the core luxury client. He says, “We’ve been the suit brand.” Customers between 35 and 60 are his sweet spot. They could be CEOs, lawyers, or celebrities. His signature pieces include modern power suits featuring sharp-shouldered jackets, waist-cinching belts, and tailored trench coats. Beckham says his customers will likely have Balmain, Brandon Maxwell, and Christopher John Rogers in their closets next to Hudson.

However, younger clients should be noticed and integral to the brand’s growth plans. Sergio Hudson plans to grow slowly and mindfully, not just to increase sales volume. Although sales figures are unavailable, the brand reported a tripled growth in 2021. They also expect to quadruple their revenue by December 2022 compared to 2020. This is an expansion rate that a small business could quickly fail to keep up with. “We’re being very careful,” says Beckham. She noted that they are profitable and will continue to be self-financed. The brand is looking for a president to oversee operations and possibly open a New York location.

Wholesale partnership: A different type

Beyond the Amazon and Target tie-ups, wholesale is the brand’s engine. The most luxurious collection has been rediscovered by high-end retailers, with jackets selling for over $1,000. In 2021, Moda Operandi was the only big name on the accounts. Now there are 15, including Neiman Marcus and Saks Fifth Avenue as well as Bergdorf Goodman, Net-a-Porter, and Neiman Marcus.

The business’s 35 percent share of direct-to-consumer is under consideration for expansion. Beckham says, “It will make us more money.” Beckham also said the brand could offer customers a luxury experience with personalized service and Sergio Hudson packaging.

Although they are not in a hurry to add categories, home and menswear are being considered. “A lot of men like my jackets. The tailoring is what they like,” says the designer.

Sergio Hudson is using a different approach to getting orders to retailers. He follows a model closer to a runway model that brings collections to the sales floor within a few days instead of months. It takes a delicate dance to make this work. The brand is based in Los Angeles and produces two significant collections yearly. They use mainly American fabrics and are entirely made in America. The brand receives 80 percent of its retail orders through the New York Fashion Week event. Sometimes, delivery takes just a few weeks. Hudson also adds 10 to 15 unique runway pieces.

This format allows brands to reduce risk by having deposits sooner than production time. The runway shows serve a double purpose. Beckham states that the show has become a commercial for stores in a position where they can’t afford coop advertising.

She says, “We find that this works for us,” but she also admits that it can be difficult for retailers to get used to their schedule. She is a skilled dealmaker and protects Sergio Hudson, the brand, and the individual. As a result, the brand is more selective. She says, “I am not going to lose any money doing business with you.” “I know one plus one equals two.”