Word: malka
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Dates: during 2000-2009
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...students know that mingling is taboo. "If I talk to a girl in line at the canteen, I.J.T. members will tell me to get my food and get out," says Rehan Iqbal, 25, an M.B.A. student, who is sitting on the floor of a hallway with female classmate Malka Ikran, 22. It's a nice autumn day, and a shady green lawn beckons through an open window, but they dare not sit outside. It's too public. "There are certain places where I know I can't talk to my male friends," says Ikran. When asked what would happen...
...taking a new look at the company, which finally broke into the New York City fashion crowd in 2002, years after its first runway show there in 1996. "Our product had changed," says Azria. "Our collection was much more deep and really meant something." Still, says BCBG president Ben Malka, it wasn't easy. "There was a certain stigma that Max broke. He said, 'We're here to serve consumers, not egos,' and he designed a product that was salable and had a fluid, sophisticated sexiness, a point of view. Everyone said he was crazy, but he went up there...
...MALKA, 45, A SHOE MAN FROM MONTREAL, says the company underwent some changes after he became president in 2001 (before that he headed the footwear division from its inception in 1995). "We decided it was important to not just have a single brand. So we created a multibrand, multichannel distribution concept, where you're selling 20 to 10,000 garments. This allows us to go from junior to haute couture, understand consumers from Tokyo to Wisconsin and mass merchants to Bergdorf Goodman. We're going to make sure that every one of our 16 brands has a voice...
...Malka also got production and shipping in order at a time when technology had begun to offer consumers other options. "As the market changes, if you don't change, you die. Demand planning has changed aggressively in the last few years. Every element of your design and supply chain has to be geared towards speed-to-market tactics," he says. "We're one of the few in the U.S. market at our level capable of reacting to fashion the way we do because we've put our machine together that way. That means quick decision making, being able to control...
What's simple, says Malka, is what unites BCBG's staff of more than 10,000 worldwide. "If you really want to understand the essence of our company, look at the society we've built, with our own rules, our own laws. It shocks me how much the culture of a company can move it forward. It makes me laugh when headhunters call and try to take a designer from us. So many of them have come back here because they realize that they're not as good without the team. Max and I get a lot of credit...