ANDREA JOVINE DROPS BY AT NEIMAN’S
Byline: Georgia Lee
ATLANTA — Although her line is a department store staple, Andrea Jovine has good news for specialty stores.
“We’ve expanded the line by 20 percent so that a specialty store can buy it with no duplication in department stores, and we’ve come down in prices 25 percent in the past year,” she said during a visit and fashion show last month at Neiman Marcus in Lenox Square.
“We’ve added more items, more novelty, so that specialty stores can buy differently, with a more forward direction,” said Jovine, designer for the $60 million New York-based company.
After a tough spring, fall sales have picked up, and eveningwear and sport divisions are driving growth, she said.
“Fashion is becoming more polarized,” she observed. “Women want casual or they want drop-dead, without much in between.”
Evening is oriented more to at-home — panne velvet separates and chenille cardigans and sweaters. For the sport division, high tech, ski-inspired fabrics are used in items and outerwear pieces.
All divisions have the same color palettes. For spring, matte jersey is a key fabric, and open-crochet pieces add novelty. Like many brands, Andrea Jovine has branched out into shoes, hose and fashion eyewear, which she said “hits the mark with baby boomers.”
She plans several other ventures, including handbags, a fake fur line and home accessories.
Sales at the Neiman Marcus event, which ran from 11 a.m. to 6 p.m., were $75,000, said Don Hogg, national sales manager.