VERNON, Calif. — After a three-year hiatus, BCBGeneration is reviving denim as a way to grow its young contemporary lifestyle business.
BCBGeneration, the more casual and less expensive offshoot of BCBG Max Azria, is appealing to its twentysomething customers with dip-dyed skinny jeans, stonewashed trousers, colored denim shorts and other fashion pieces that retail for between $58 and $118. It introduced 12 stockkeeping units this past fall in its 14 freestanding stores and with retail partners Bloomingdale’s, Lord & Taylor and Dillard’s. It will begin wholesaling this spring to retailers including Macy’s, with almost double the number of denim sku’s. In addition, the company will add T-shirts and fleece, ranging from $18 boxy long-sleeve tops to $38 printed rayon tanks and $58 hoodies. All the styles are designed for a fashion fan who aspires to shop pricy designers while staying casual and comfortable.
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