Liu Jo, which in recent months has increased the openings in France and intends to consolidate its development in the coming years, now wants to enhance its existing offering with better segmentation of its collections. A strategy that will give birth in the winter of 2016-2017, two “new” lines dubbed Blue Denim and White Label.
“With our different lines, we draw a portrait of the woman Liu Jo. It is different every day, that’s why she needs varied and well-defined universe. Our customers have understood this, although obviously they cannot take all our lines, “says Christopher Dominguez, the director of the subsidiary of France Liu Jo.
For the Italian brand, it is therefore now set even the contours of its offer. From winter 2016-17, Liu Jo Jeans, which had until then the trend and parts and casual jeans brand, will thus become “White Label”.
Specifically, the offer will remain in the spirit of rock and Liu Jo Jeans trend, except for one, it will feature more than jeans but continue to offer pants.
Indeed, denim will now have a dedicated line. Called “Blue Denim”, it will offer course jeans “Bottom Up” real bestseller of the brand, but also pieces with sleeves (tops and shirts).
“The goal is to give the denim its rightful place and enhance one of our bestsellers. Blue Denim Collection will be a cross between our lines because the woman as the woman White Label Collection Liu Jo Liu Jo jeans want. Henceforth, they will find them in a clearly marked line with its own label and possibly its own ads, “says Christopher Dominguez.
In addition, the brand also intends to enhance its line “Liu Jo Sport”. Originally, the collection, which should be exposed in multi (120 Sales, third sport shops and two thirds sportswear, ed), so will soon be entering stores at the sign.
However, this line, consisting of 120 pieces with a strong universe that must be expressed in stores, will be present only in large formats Liu Jo, such as the Forum des Halles store.
Liu Jo, which is present in 50 countries through 5500 multibrand boutiques and 450 at the sign, achieves a turnover of nearly 300 million euros, including 23 million euros for France in 2014.
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