DKNY Jeans is determined to get consumers into its jeans.
As the brand has built up its assortment of trendy tops, skirts and knits to go with its jeans, company officials grew concerned that the brand’s identity as a denim resource wasn’t strong enough. For fall, the company has gone to the root of the brand and is introducing a new basic style, the Ludlow.
“We want people to think of DKNY Jeans for the jeans,” said a spokeswoman. “While they can still get a great peasant top, miniskirt or denim jacket, it’s the jeans we want them to think of us for season after season.”
The Ludlow, which was developed after more than a year of research, is a straight-leg style that sits higher on the butt, for a more flattering look, with a contoured low-rise waist. Available in an array of washes, the Ludlow is the new basic for DKNY Jeans and wholesales for $35.
The spokeswoman said the company would not cut back on its offering of other products, but would emphasize the basic style.
“We worked so long on the fit of the jeans,” she said. “We have so many styles in DKNY Jeans but not one of them was the basic that fits everyone.”
This story first appeared in the June 12, 2003 issue of WWD. Subscribe Today.