Realizing that it costs money to make money, brands are beefing up budgets and devising creative strategies to make the best of trying times.
For instance, marketing is key for Hudson Jeans, a premium denim line based in City of Commerce, Calif. Peter Kim, Hudson’s president and chief executive officer, said he intends to increase sales by 30 percent in the new year from more than $66 million last year through “an aggressive sales pitch.” At the same time, Hudson will cut costs on back-end operations, including shipping, production and inventory.
“We’re still spending on sales, marketing and p.r.,” Kim said. “The ‘touchy-feely,’ intangible stuff [like branding] is as important as the product.”
Mek Denim Inc., a Los Angeles-based producer of jeans retailing between $135 and $210 at stores like The Buckle and Nordstrom, will kick off the New Year with its first consumer ad campaign. This push is part of a cautious approach to promoting the brand. The three-year-old firm began advertising in trade publications last June, and this year plans ads in magazines including US Weekly, Lucky, In Style, Maxim and Details. But the company noted the ads will be focused and strategic, appearing in denim-centric issues.
Three Dots, a knitwear company that employs more than 200 workers in its 70,000-square-foot factory in Garden Grove, Calif., hopes its growing portfolio of products will boost sales in 2009. Known for its T-shirts and dresses cut out of cotton and Modal, Three Dots intends to offer more pants and skirts in heavier knits like ponte, and reclaim its stake in the men’s market and maternity category next year. While it stopped producing men’s in the U.S. in 2007, maternity wear is available domestically at certain specialty stores, and the company wants to widen its scope.
Three Dots also caters to price-conscious customers with a large selection retailing under $100. For example, it lengthened several of its tanks and T-shirts, turning theminto dresses, without significantly raising the price. “We’re really trying to offer our customer the best price possible,” said Sarah Angell, Three Dots’ executive vice president. “We’ll hopefully continue to make our brand recession-proof.”
A healthy work environment also is important for eco-friendly T-shirt line Multeepurpose. Founded in 2006, Multeepurpose decided to stop embellishing its tops with velvet flocking because the trim was made of petroleum-based microfibers that can float in the air and be breathed in by the workers. Instead, the company invested in expensive technology to do water-based digital T-shirt printing.
Multeepurpose also searched for alternatives for retail distribution, such as linking with large social networking sites and selling merchandise at music festivals. It also plans a store in Los Angeles’ Little Tokyo neighborhood. Designed as a cross between Urban Outfitters, Starbucks and Kinko’s, the shop will allow customers to sip tea, surf the Web on a WiFi connection and print T-shirts.
“Obviously, we know that [traditional] retail is hemorrhaging,” said Jeff Toolan, co-founder of Los Angeles-based Multeepurpose. “In our mind, there are a lot of points of sales.”
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)