MILAN — As part of its rejuvenation strategy, Façonnable has introduced a men’s denim line aimed at reinforcing its lifestyle status and wooing a more fashion-conscious consumer. “This is a new direction for the brand, especially because we want to implement and develop a new consumer base and we view jeans as a main accessory,” said Lance Isham, chairman and chief executive officer.
Isham has budgeted sales of 50 million euros, or $63.7 million at current exchange rates, in the next three years.
The 175-piece Façonnable Jeans Collection debuted for spring 2011 and revolves around five-pocketed selvage jeans in numerous washes, treatments and embroideries, plus an array of cotton T-shirts, shirts and sports jackets. In addition to shades of blue, the color wheel includes a variety of warm Mediterranean colors. Retail prices range from $147 to $350 for a pair of jeans to between $121 and $159 for tops and jackets.
To support the project, Isham appointed Bruno Pfalzgraf to the new post of managing director of the denim division. During a 20-year career, Pfalzgraf has been an executive at K-Way, Rica Lewis and VF Corp. For the past two years, he has been a consultant for fashion companies. Along with selling denim in Façonnable stores worldwide, department stores and specialty outposts, the brand is to open 20 to 25 freestanding denim boutiques by 2013. The first is slated to launch in Nice, France, next year and serve as a prototype.