The Carole Hochman Design Group is targeting Millennials with a collection called Jane & Bleecker.
This story first appeared in the May 6, 2013 issue of WWD. Subscribe Today.
Designed to have the look of casual sportswear, the line is being marketed as dual-purpose sleepwear and loungewear in 100 percent cotton and blends of polyester and cotton.
The line has been sold exclusively at Nordstrom for the past year. The Hochman firm plans to roll out the collection to major stores and specialty shops nationwide for fall 2014.
Carole Hochman, chief creative officer of the Hochman firm, said the collection was inspired by the New York lifestyle for customers with a “preppy and collegiate taste.”
“It was designed to fill a white space that’s been evident in sleepwear and it caters to the Millennial consumer who is somewhat price conscious and has an updated prepster sensibility. It’s also designed for someone who may be fond of the New York City lifestyle,” explained Hochman.
Merchandised as separates, silhouettes include tank tops, cropped camis, drawstring boxers, capris, low-rise pants and hoodies. Special details include eyelet trim, logoed JB waistbands and grosgrain ribbon touches.
Suggested retail will be $28 to $58.
“It’s been successful with the Nordstrom customer…It’s sweet and pretty looking, but very functional, and color and whimsical prints are very important,” said Hochman.
A wholesale sales projection for national distribution the first full year was not available. However, according to industry estimates, the new brand could generate wholesale revenues in excess of $15 million.
Regarding business expectations, Seth Morris, president and chief executive officer of the Hochman company, said he anticipates the full launch of Jane & Bleecker this fall will be “meaningful to [the] total business portfolio.”
“We hope to see first-season door penetration of approximately 400 doors…the targeted retailer is one who has recognized that this consumer is not currently being serviced well by other brands. We see this working in department stores and boutiques alike. The assortment and brand aesthetic cross the line comfortably from sleep to street, as it has great versatility and wearability,” said Morris.
The Hochman company is a division of Komar.