Monday, April 12, 2010

Jil Sander Launches Lower-Priced Line

Citing the desire to widen it's customer base, Jil Sander announced the Spring 2011 launch of Jil Sander Navy, their new lower-priced line, reports WWD.

The line will be designed by Raf Simons and is described as "relaxed" and "sporty-chic". Prices will be 40% lower than their signature line, which has a price point ranging between $322 and $3,895. The collection will include trenchcoats, jackets, t-shirts, jeans, dresses, skirts, and pants, as well as accessories and shoes. Fabrics will consist of lightweight jersey and knits with an emphasis on abstract prints.

This is the first major launch under Alessandro Cremonesi, who took over as CEO of the company last July. “This is a strategic first step to grow the Jil Sander business as we aim to reach out to a vaster clientele. Not only does it address market needs, but it will complement the pre-collections and the runway offering", Mr. Cremonesi told WWD.

The line will hit all Jil Sander stores and retailers who presently carry their signature line in January. Initial focus will be on the U.S. and Japan markets to take advantage of the department store and speciality boutique dominance in those countries.

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