After a successful online launch of The Jordache Look collection last year with Sarah Jessica Parker as brand spokesperson, the jeans maker is now rolling out a new collection especially for department stores.
The Jordache Legacy Collection will be available this fall and includes jeans, jackets, woven tops, sweaters and knit tops. The collection augments the brand’s current lineup of premium, vintage and “remix” offerings, which includes the Farrah hi-rise straight leg, Cheryl hi-rise mom and Jacklyn bow jean, among others. Those three styles are named after stars of the original “Charlie’s Angels” — Farrah Fawcett, Cheryl Ladd and Jacklyn Smith.
Liz Berlinger, president of Jordache, said the new collection’s moniker was easy to create given the brand’s history and attributes with consumers. “Since 1978, the…Jordache brand has always been about premium, fashion-forward fits and designs,” Berlinger said.
The president told WWD that it became clear the brand would need to launch a premium brick-and-mortar collection after the strong response to the partnership with Sarah Jessica Parker and the introduction of Jordache’s first e-commerce collection.
Asked to describe some of the brand’s current attributes, Berlinger said, “Fits, price, rayon-rich and modal fabrics with high-stretch and high recovery, soft touch, tight weaves.
“Our consumers look to us for great fit and style at great value and that is what we will continue to offer,” the president added.
The company said the collection’s point of view is anchored by the “Jordache lady,” who “is strong, independent, capable, ambitious, chic and stylish.” This target shopper is 30 to 55 years of age, and she “purchases for quality, price point and brand [loyalist].”
The key denim fits for the Legacy collection include: mid-rise legging; high-rise legging; mid-rise skinny; mid-rise bootcut; mid-rise curvy skinny, and mid-rise slim boyfriend. Price points for the jeans are $79 to $99 and the jackets range from $69 to $99. Woven tops will be between $49 and $69 while knit tops will range between $39 and $59. Sweaters will be priced between $59 and $79.
The company said denim fabrics used “have high stretch and recovery with ultrasoft rayon hand” while washes will have “processing with subtle rip and repair and detail hem treatments.” The tops are described as “stylish with the boho look and following up with rock and royalty.”
Asked about the timing of the push into department stores, which the company said will be national as well as at local stores, Berlinger acknowledged that “consumers have known and loved the Jordache brand for years, but have not been able to find us in the retail environment.”
The brand has been available at Wal-Mart Stores in missy and plus sizes as well as in infant and toddler, while the premium Jordache Look collection has only been available online.
“This [Legacy] collection is more affordable and diverse than our competition,” Berlinger explained. “The timing is great because denim is really on an upswing as designers took the innovations from the ath-leisure trend and introduced them into denim fabrics. All of that comes to life with the Jordache Legacy collection.”
Additionally, the company named Debra Lavi as vice president of sales. Lavi was previously vice president of sales at Gloria Vanderbilt jeans’ missy, petite and plus size division.
Jordache said this was a new position “created for the launch of the Jordache Legacy division due to Debra Lavi’s strong product knowledge and deep understanding of consumer needs in a highly competitive market.”
The company went on to note that Lavi’s role is to “lead the charge in growing the Jordache Legacy brand in department stores. [Lavi will be] instrumental in developing a vision for the product and positioning a strategy for the brand in all key retailers.”