The 10 most searched-for denim brands online during April.
The 10 most searched-for denim brands online during April.
True Religion reported this month that for the first quarter ended March 31, the premium denim label saw sales jump 19.1 percent to $63.6 million from $53.4 million the same period a year ago. Sales growth was paced by the consumer direct business, where volume catapulted by 95.8 percent to $23.1 million from $11.8 million. Pete Collins, chief financial officer, said jeans represent 70 percent of sales in the company’s branded stores, compared with 80 percent a year ago. True Religion operated 49 stores in the period, compared with 18 during the first quarter a year ago.
Growth in international markets and a boost in sales from the openings of four stores lifted results for Joe’s Jeans in the first quarter, WWD reported. For the three months ended Feb. 28, the premium denim label said sales gained 8.4 percent to $16.5 million from $15.2 million in the same year-ago period. Joe’s Jeans opened four branded stores during the quarter. In April, the company launched a redesigned Web site in the hopes of forging a deeper relationship between the brand and its customers. It is adding a blog and Joe’s Jeans TV to give exposure to founder and creative director Joe Dahan. The company also launched an online competition to find the brand’s next model.
Rock & Republic
The Culver City, Calif.-based company introduced a lower priced, limited edition line in March, aptly called “Recession Collection.” While the brand has been adjusting its offerings to adapt to the economy, retail expansion remains a priority: Michael Ball, who started the label in 2002 and serves as chief executive officer and creative director, told WWD this year he hoped to open 50 stores by 2010. In December, the brand unveiled a store at Wynn Resorts’ new Encore hotel in Las Vegas, alongside boutiques operated by Chanel and Hermès. The brand also launched a 3,800-square-foot flagship on Los Angeles’ Robertson Boulevard this year.
Recent store openings for the San Francisco-based denim giant include a 4,305-square-foot flagship in Berlin last fall and a location on Castro Street in San Francisco. Levi Strauss & Co. saw revenues fall 12.1 percent to $951.5 million from $1.08 billion for the three months ended March 1. Levi’s-branded products accounted for 78 percent of sales during the quarter. John Anderson, president and ceo, told WWD in February the global campaign for the iconic 501 jeans, which launched in the second half of 2008, has been a wise strategy for Levi’s. He indicated the 501 push likely would continue to help reclaim market share in the company’s largest markets.
Although the search term is simply “Seven Jeans,” the Los Angeles-based brand’s full name is Seven For All Mankind. The company this month opened a branded store in Paris, its first in Europe. The brand is looking to capitalize on surging sales in France, which is shaping up to be a foothold for the label’s European expansion efforts, parent company VF Corp. said. Karl Heinz Salzburger, president of VF International, told WWD Seven For All Mankind is “unique, because it’s premium and sophisticated, made in L.A. It’s about comfort and fit, but it’s also about aspirational values.” Since November 2007, the brand has opened 18 boutiques in the U.S., 13 in Asia and one in Brazil.
For the fourth quarter of fiscal 2009, Los Angeles-based Guess Inc. reported revenues increased 9 percent to $561.1 million from $514.6 million in the prior fourth-quarter period. Paul Marciano, chief executive officer, said, “Our performance was solid during the fourth fiscal quarter of 2009….We took quick and decisive actions to streamline our operations, reduce our inventory position and decelerate new store development.” Still, the company operated 425 stores as of January, an increase of 52 stores from the same period last year. “Our long-term strategy remains unchanged,” Marciano said. “We will continue to invest in international expansion.”
Silver Jeans is a Canadian company based in Winnipeg, Manitoba. WWD noted last fall that company president Michael Silver believes the wider denim market has benefited from consumers viewing denim — even those brands priced north of $100 — as a core product that delivers value. “Somehow denim is perceived as something that has more longevity and will last,” he said. “Therefore, it’s seen as a safer purchase.” Silver Jeans retail for $75 to $95, and have been worn by the stars of hit TV series “American Idol.”
Owned by VF Corp., the iconic Wrangler brand is respected for comfortable, durable and affordable jeans, pants, shorts and shirts. The Wrangler Jeans Co. and Wrangler Hero Five Star Premium Denim lines are available at mass retailers nationwide, including Wal-Mart, Kmart and Sears. In January, the denim giant said it would be the official jeans of NASCAR superstar Dale Earnhardt Jr. for a sixth consecutive year. Earnhardt is featured across a range of high-profile consumer promotions and marketing initiatives. The Wrangler relationship is Dale Jr.’s longest-running endorsement deal.
Backed by multiplatinum recording artist Nelly, Apple Bottoms jeans have been worn by Oprah Winfrey, Vivica Fox, Fergie and Ashanti, among others. This spring, Apple Bottoms is featuring raw cut denim jeans in light and dark washes, as well as a range of bright-colored jeans, including orange, red and purple. In addition to denim, the brand has expanded into sportswear, intimates, swimsuits, plus sizes, scrubs, sunglasses, optical, jewelry, handbags and accessories, footwear, children’s wear and infants. Next up, Nelly will join the list of pop stars with a fragrance: Apple Bottoms by Nelly is slated to hit retail shelves in the fall.
Rock Revival Jeans
Premium denim label Rock Revival is based in Los Angeles, with designer Khiem Nguyen as the force behind its denim creations. Jeans come in a variety of styles, including straight leg and slightly flared. The brand is known for its fit and flattering cuts, stylish pocket treatments, washes and high-quality denim. The collection is sold in more than 300 specialty stores throughout the U.S. It has also become a celebrity favorite — Teri Hatcher was recently featured showing off her assets in Rock Revival denim on the hit ABC show “Desperate Housewives.”