Thursday, December 08, 2005

Bloomingdale's Devotion to Denim

Seems like Bloomy's going to buy a lot of jeans to fill the now 4,000 sq. ft. devoted to premium denim here on 59th Street in NY. According to Lauren D. at WWD, the department store carries 15 to 20 premium brands of denim.

Think of what you may find during a markdown...

You know, this just more support that $200 jeans are going to be around for a while. The question is what will the industry do when every designer joins the game and the field is not big enough? How many Bloomy's are there to carry the brands?

My opinion: to survive the premium jean game, you need to diversify your marketing and merchandising efforts across different distinct brands in the same market. This will guard you against the fickleness of Bloomy et al's customers. You are, afterall, in the high fashion world now. Are you a maker who can take that risk?

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