Mamiye Brothers Inc. wants to bring together advancements in fit technology and contemporary styling in a new line for the shapely customer.
The New York-based manufacturer of children’s and tween brands for the likes of Disney, Nickelodeon and Guess Kids is jumping into an older market with the introduction of Curve Appeal for fall. The line is targeted at women 30- to 55-years-old and is designed to perform as denim shapewear.
“We saw a big gap in the marketplace in terms of the growth of the fit category and women’s jeans,” said Charles Mamiye, president and chief executive officer of Mamiye Brothers.
The key to achieving the line’s fit is a patented design that involves front panels that slim the waist and lift the back side. The result is jeans that lift and tuck, Mamiye said.
The company worked with its designers and engineers in the U.S. and in Asia to incorporate the technology into “a fashionable jean,” he said. It also had to withstand the aggressive wash techniques of more contemporary styles.
“We felt that the jeans that were out there didn’t look like something a contemporary woman would want to wear,” Mamiye said.
Curve Appeal is centered around three core silhouettes — skinny, boot and straight-leg cuts — and will retail for $88. Additional novelty styles will be introduced with a suggested retail price point of $98, giving the line a total of eight to 10 styles.
Mamiye declined to give a sales projection, but said at the current price point he is aiming for a volume business and is looking to get the line into stores such as Bloomingdale’s, Lord & Taylor, Dillard’s and some specialty retailers.
Despite signs of economic recovery, Mamiye said maintaining an affordable price point was still essential.
“We know for a fact that we have retailers who are anxious for new and exciting projects, but they’re also very focused on value,” he said. “Even in a recovery environment, the consumer is still gravitating toward value.”
The line has also landed some star power for its launch. Kim Alexis, who along with Carol Alt, Christie Brinkley and Iman helped usher in the supermodel era in the Eighties, has signed on to be Curve Appeal’s spokeswoman. Alexis will appear in the brand’s first print campaign that will begin hitting issues in July.
“[Kim’s] had her own issues with body image in her lifetime,” said Mamiye. “She’s very sensitive to these issues, that’s why she fell in love with this project. She doesn’t really have to take on work like this, but she identifies with the product.”
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