By  on May 22, 2007

TOKYO — Anna Sui will launch a new brand aimed at younger customers in Japan, according to the designer's main licensee, Isetan, and sublicensee, Onward Kashiyama.

The brand, Dolly Girl by Anna Sui, will be targeted at women ages 18 to 25 and sold through Japanese department stores. Sales by the third year are projected at $25 million (three billion yen) at retail through 20 doors, including Isetan.

Styles for fall-winter, including blouses ($100, or 12,000 yen), pants ($108, or 13,000 yen) and coats ($240, or 29,000 yen), will hit the selling floor in late August. Dollar figures were converted from the yen at current exchange rates.

Anna Sui launched on the Japanese market at Isetan in 1994, and after two years she signed a licensing agreement with the department store. Presently, Anna Sui generates retail sales worldwide of $120 million, mainly through licensed businesses.

Onward Kashiyama noted that in recent years most brand development in Japan has focused on the 25-to-30 age group, and the younger generation has tended to shop at specialty stores. The agreement with Sui is considered a key strategy for the nation's department stores to reach these consumers via a brand with high potential.

Isetan is the main licensee for the Sui brand in Japan and other Asian markets. Onward Kashiyama's other licensed designer businesses include Jean Paul Gaultier, Paul Smith, Michael Kors, Missoni, Sonia Rykiel, Ferré, CK Calvin Klein and Joseph Abboud.

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