Another fashion brand for society’s top echelon is coming to Israel. Marc Cain of Germany will open its first store in Israel in about a month, at the Ramat Aviv Mall in Tel Aviv.
Despite the economic slowdown and weak sales in the fashion industry, the drizzle of luxury brands to Israel continues due to the belief that wealthy customers have not been affected by the economic changes.
Marc Cain’s exclusive franchise owner in Israel is businesswoman Michal Reiper.
The first store will open on Ramat Aviv Mall’s second floor and measure more than 60 square meters (645 square feet) in size. It will be designed according to the brand’s exclusive international concept, including the furniture and bags.
The brand was founded in Germany in 1973 and offers women’s clothing, bags, shoes and accessories. Prices in the Israeli store will range between NIS 650-2,500 ($175-680) per item.
The brand has 146 stores worldwide and 258 stores in the “shop in shop” concept in 59 countries. In addition, the collections are sold in more than 1,470 specializing boutiques.
“We are proud and thrilled to be bringing the world’s best brands to the Israeli customer,” says Ramat Aviv Mall CEO Uri Abel. “We’re continuing the tradition of differentiating and improving the mall’s marketing mix.”
Photographer: Dvir Kahlon
Style: Reuven Cohen
Fashion Editor: Nadav Eliyahu
Hair: Liraz Agam
Makeup: Natasha Denona
Model: Sendi Bar
There are not many store managers who would just shrug their shoulders upon hearing that one of the employees would be late for a shift. But Moran Goldfine – manager of The Women’s Courtyard at the Port – knew exactly with whom she would be working when she accepted the challenge to manage this social-venture boutique a few months back.
The store was opened in 2012 by the Women’s Courtyard, a multicultural organization that provides support and assistance for young-adult women in distress and at-risk who reside in the cities of Tel Aviv-Jaffa and Bat Yam.
Organization heads decided that an upscale clothing store selling top designer wear was a great way to offer these women a chance to enter the workforce on the right footing.
It is fashion and compassion combined: Brands like Banker, Top Shop, Billabong and local designers donate previous seasons’ wear to the store and proceeds go to at-risk youth.
“It’s a different experience to shop here,” Goldfine tells ISRAEL21c. “It’s a relaxed experience. We don’t pressure customers. You buy and donate.”
A visitor to the store would find it difficult to imagine that the shop staff hails from the extreme margins of Israeli society. Thanks to Goldfine, who has more than 10 years of experience in store management, the first cohort of eight trainees has learned how to do everything from greeting customers to operating the cash register.
This is the first job they’ve ever held and while it is their lifeline out of poverty, distress, discrimination and abuse, these young women are not “regular” employees. They come late for work or not at all, or may leave in the middle of a shift to run an errand.
But Goldfine encourages them to do their best.
“It’s a confidence boost for them,” says Goldfine. “It gives them hope to wake up in the morning and know that they have a place to go. The salary also gives hope and puts them in another position. These young women are amazing and what they’re doing is really admirable.”
“It is empowering beyond belief. Some of the young women can already hold a shift by themselves. It is beyond what we expected,” says Noa Turgeman, co-executive director of the Women’s Courtyard.
Like most of my generation, I’m a man of many hats. You might say we know too little about too much, but that’s the story of the multi-hyphenates. My day job is at the new, award-winning Design Museum Holon, only 20 minutes from Tel Aviv city center (or 13 minutes if you hop on the scooter with me). Since it opened in 2010 it’s become a leading force in the international art and design community, exhibiting the works of both up-and-coming and established talent, like Yohji Yamamoto, whose massive show at the museum recently closed. Architect Ron Arad designed the stunning building, whose dramatic façade is made of undulating COR-TEN (weathering steel) ribbons.
I head the external relations department, which includes fundraising, international relations, and cooperation with other institutions as well as individual artists and designers. I also directed the museum’s past two international fashion events—Holon Fashion Week 2011 and 2012.