At the Kroger Co., food and fashion go together.
The Dip fashion brand will debut Wednesday at more than 300 Fred Meyer and Kroger Marketplace stores, both owned by Kroger Co.
Designed by Joe Mimran, who launched the Joe Fresh, Pink Tartan and Club Monaco brands, the Dip collection is casual, geared to go from day to night, and includes men’s, women’s, juniors, kids and baby styles.
With 80 percent of the collection priced $19 or less, Kroger is trying to convince shoppers that style has nothing to do with price.
According to executives from Kroger, customers want to quickly pop in and out of the apparel department, and not spend hours browsing.
Dip is exclusive to the Kroger and Fred Meyer stores, and is an approach by Kroger Co. to update its apparel offering and streamline it. Dip will replace more than a dozen of the company’s private-label clothing brands.
Fred Meyer, the general merchandiser, and Kroger supermarkets are part of the Kroger Co., which operates about 2,800 food stores under a variety of banners in 35 states and Washington D.C. Kroger is considered the largest supermarket retailer in the U.S.
In a recent interview, Mimram told WWD, “Dip is going to be a collection for the family, very easy and accessible. We call it effortless style, everyday American style and it’s certainly very affordable…I always like to start every collection with basics that have a little more to them.”
According to Robert Clark, Kroger’s senior vice president of merchandising, “Dip will transform our apparel business, further redefining the customer experience through ‘Restock Kroger,’” the company’s strategy unveiled last October to become more consumer-centric and provide new experiences to shoppers.
At Kroger Marketplaces, Dip will occupy a total of 4,000 square feet on average per location, or about 80 percent of the apparel space. Dip merchandise will be located in different areas of Kroger Marketplace depending on the category.
At Fred Meyer, 30 percent of total apparel space with be devoted to Dip, or about 7,500 square feet.
Just as department stores with a history of focusing on fashion have in recent years been adding more food and beverage to the offering, grocery stores have been adding fashion to their offerings. Joe Fresh is carried at Loblaws food stores in Canada. Kroger got into apparel when it merged with Fred Meyer in the late Nineties.