MECCA REVAMPED

Byline: Elena Romero

NEW YORK — Mecca USA is refocusing on its women’s division for fall.
“Going forward, the line will have a new logo and will be very denim driven,” said Catherine Ramos, account executive for Mecca’s junior collection. “We used to give denim as novelty and now we will offer basics, with some fashion in between.”
Ramos said the junior division will be separating itself from men’s and will begin to create more of its own identity. With that, a new creative team has been put into place for the junior division, including denim designer Ben Chung, who had designed both men’s and women’s, and Kim Snow, who has been named marketing manager. She had been product manager for men’s.
Mecca’s fall collection will consist of denim with fringes, eight-ounce dark denim with contrast red stitching, stretch twill, hand-bleached denim, sandblast denim with pocket treatments, and its “Ergo” series with twisted seams, Mecca’s take on engineered denim. Skirts will continue to be offered in a variety of lengths, while tops come in mohair, nylon and acrylic.
“Our relaunch represents our new commitment and dedication within our sales and design force, as well as marketing,” said Dao-Yi Chow, who until recently was director of marketing for the men’s and women’s divisions. “Before, it was almost an afterthought and women’s marketing will be patterned very similarly to our men’s.”
Currently, Mecca is working on shooting its fall creative, which will drop in July, in addition to planning its marketing strategies for the relaunch.
“We are doing a lot of regional fashion shows,” said Chow. “Before the fall line breaks, we will have been in eight to 10 key markets.”
The line is currently sold at New York’s Dr. Jay’s, Long Beach, Calif.-based Mr. Rags and Chicago-based Lark Stores.

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