OSCAR DE LA RETNA LOOKS TO BROADEN REACH
By Tracie Rozhon, NYT

In a retail landscape packed with newly minted department store brands by Calvin Klein, Ralph Lauren and others, Oscar de la Renta has gone even further down-market. De la Renta, one of the world's best-known couturiers, will introduce a moderately priced line of women's clothes -- with rhinestone-buttoned silk tops, embroidered sweaters and brocade jackets -- designed for midlevel stores like Macy's West, Belk's and Dillard's. While de la Renta's day suits sell for more than $3,000, pieces in this newest line will sell for less than $100.

"I am gutsy to take this chance," he said recently, talking about his new O Oscar label, set to be shipped in late August. "But I think there is a large enough gap between my designer customers and these new customers."

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