Austin Way Magazine - GreenGale Publishing - There is a place beyond the crowds, beyond the ropes, where dreams are realized and success is celebrated. You are invited.
Issue link: http://digital.greengale.com/i/557531
"With the influx of people moving to Austin from larger markets, we've seen an increased appetite for high-end fashion." —lisa jasper of r alph lauren making Austin, by far, the fastest-growing large city in the country, retail sales grew 7.5 percent during roughly that same period. Another indicator of the city's grow- ing prosperity: Average home prices have skyrocketed by more than $100,000 in just fve years, from $246,000 in 2010 to $348,201 this year. The tide of prosperity has kept moving Austin upscale. First came the Second Street district down- town and The Domain up north. No longer would anyone need to drive to Dallas or Houston to shop at Neiman Marcus, Tiffany & Co., or Louis Vuitton. Then came Italian auto dealerships, downtown high-rises too numerous to name, and the wealthy, nomadic tribes of Formula One. Luxury fashion brands moved into South by Southwest, with Neiman Marcus throw- ing epic house parties on Rainey Street. Modernist hotels now dot South Congress. Next year, the third and fnal phase of The Domain will usher in another Nordstrom, a branch of New York's Archer Hotel, and a new retail district dubbed Rock Rose, for which the developers deliberately recruited local businesses. Visitors and locals alike are enjoying these glamor- ous amenities, and they're increasingly dressing the part of people who do. "It's hard to describe a city's fashion sense," says Wendi Koletar, owner of Kick Pleat, a boutique specializing in women's advanced contemporary fashion since 2004. "We have so much going on at once in terms of fashion. I do see more fashionable people around, though, people who are putting time and effort into their outfts, and that's a good thing." Koletar strives to pick up emerging labels ahead of the chain stores, and her customers prefer a look that is not easily identifable. "We fnd designers early," she adds. "That might be one of the best things we do." That merchandising strategy also has worked for By George, Austin's most renowned local boutique. Recently acquired by restaurateur Larry McGuire, By George was able to add designer ready-to-wear to its assortment in the past decade, adhering to super-chic but less-famous labels coveted by fashion insiders, including Derek Lam, Thakoon, Rick Owens, and Isabel Marant. Approaching fashion as an arms race for fashy labels just doesn't fy here. To access megabrands like Chanel, Dior, Gucci, and Prada, Austin still depends on department stores, as few brands of this ilk have opened boutiques here. Vuitton and Burberry are exceptions. This made the 2012 closure of Saks at The Arboretum somewhat disappointing, but Saks has been on a store-closing streak for several years, Although Austin lost its saks Fifth Avenue a few years ago, locals can head to the one in san Antonio. Also worth the drive: Boss hugo Boss, Ch Carolina herrera, omega, and lacoste. going to Alamo City is a day trip, but it's an easy ride, and the exciting restaurants and hotels there make it a favorite getaway for Austinites. More and more, people are choosing the best of both worlds by moving to san Marcos; the town, half- way between Austin and san Antonio, has been the fastest-growing city of any size in the country for the past three years. it grew 7.9 percent from 2013 to 2014. Austinites who want the immersive experience of a brand's own boutique still need to hit Dallas or houston for these freestanding stores: Alexander McQueen, Bottega Veneta, Bulgari, Cartier, Chanel, Christian louboutin, De Beers, Dior, Ermenegildo Zegna, Fendi, giorgio Armani, gucci, harry Winston, hermès, Jimmy Choo, John Varvatos, la Perla, loro Piana, Miu Miu, Prada, Rolex, saint laurent, salvatore Ferragamo, stella McCartney, tom Ford, Valentino, and Versace. Retail Road Trips including the one in Dallas. Austin style is infuenced by music, tech, and stu- dents, while elsewhere in the state it is infuenced by banking and oil. CEOs here can wear jeans and tees. But casual lifestyles don't necessarily mean cheap clothes. Picture a Brunello Cucinelli top with Stella McCartney for Adidas pants, Birkenstocks, and a Mansur Gavriel backpack. It's completely inconspicu- ous yet totally in-the-know. The athleisure movement in fashion translates to more stealth luxury than ever, and it couldn't be more perfect for Austin. "With the infux of people moving to Austin from larger markets, we've seen an increased appetite for high-end fashion," says Lisa Jasper, general manager of Ralph Lauren, which opened at The Domain in 2008. "People in Austin want high-end fashion, but they also want the perfect pair of jeans they can wear just about anywhere." Jasper says she's noticed the local fashion sense evolve over the past few years. She's also seen how events like Formula One shape how visitors view the city; the store hosts a special shopping event each year during the three days of US Grand Prix racing. "We have clients from around the world who shop with us during Formula One. It is one of our favorite weeks of the year." Despite all the new luxury available, the best sta- tus symbols around are the same as they ever were. You get just as many admiring looks with a pair of custom-made Lee Miller cowboy boots as with a pair of towering Christian Louboutins—if not more. You turn heads in a Ferrari, but you make a lot more friends with a refurbished Jeep Grand Wagoneer from Wagonmasters of Kerrville, a dock on a constant-level lake, or a really nice bike. Looking back, it's not hard to see that Factory People was ahead of its time. Had it opened seven years later, its infuential partners and trendy clientele would have promoted it relentlessly via social media. With lively parties and concerts, it nailed experiential marketing, and the owners could have profted by rent- ing out the space for SXSW events, which became a common practice, instead of hosting their own. Perhaps, most crucially, Austinites simply care more about fashion now. above, from top: The Domain in North Austin features Louis Vuitton, Tiffany & Co., and Ralph Lauren.