BY CHRISTINA BINKLEY

Quick: Who is Vera Wang?

Hoping to alter the obvious answer—"bridal gown designer"—Ms. Wang is about to rebrand herself, moving deeper into ready-to-wear clothing. In an effort to earn greater regard—and profits—from the mainstream fashion audience, she will place her famous name on her midpriced line of ready-to-wear, which is now called "Lavender" and will be called "Vera Wang."

She is also broadening her reach in mass fashion with new lines of teen clothing and menswear. The moves, announced today and Thursday, include a line of rental tuxedos for Men's Wearhouse and a clothing brand called Princess, which will be ...