Why Ralph Lauren's Luxe New Collection Denim Is a Sure Thing
Oops he did it again. Ralph Lauren (RL) seized an opportunity that's going to leave other retailers eating the dust off his dungarees. The iconic designer is launching a luxury denim line, Ralph Lauren Collection Denim that's taking the casual staple to new heights -- and we're not talking about the 14 inch rises of yore. Here's why Lauren will succeed where others (looking at you Gap) have failed.
Winning concept
Lauren's the undisputed king of creating lifestyle collections. From luxe linens to posh pony emblazoned pullovers, the brand that is Polo evokes all the romance of Americana -- complete with artfully distressed edges. Lauren's Collection Denim will sell a similar sensibility within a decidedly upscale (think items priced $300 and up) assortment. True to form, Lauren's swathing the whole woman in premium selvedge whether she prefers skinny jeans or jeggings, a tux or a tailored trench. Leaving no aspect of the outfit to chance, Collection Denim will also contain cashmere turtlenecks and shearling outerwear, too. Tops in particular were sorely neglected when Gap (GPS) unveiled its Premium Denim collection. His line proves how Lauren's a master at capturing a customer and cross-selling entire looks.
Devilishly delightful details
Never content to peddle totally stripped down basics, Lauren's perfected the art of the detail. As such, Collection Denim will showcase distinctive fabric finishes, perfectly placed (functional) buttons, and even a bit of (tastefully) applied bling. Other high end denim brands (think 7 For All Mankind) have dabbled in crystal encrusted pockets and similar sartorial snazz. In the case of 7, its popularity as the jean of choice for all manner of celebrities led to its trickle-down to the average fashionista with a penchant for premium blues, thus diluting its once-exclusive aura. 7's are still priced higher than average jeans, but are readily available at such chains as Macy's (M). Lauren's new collection will be sold only under the Polo banner.
Masterful merchandising
And speaking of stores, Collection Denim will be showcased in its own special section within branded boutiques starting in July. No doubt the sales environment will stay true to Lauren's exacting aesthetics that play to devotees' sense of living his dream when donning his clothes. After all, this is the guy who's handily managed to design a restaurant with enough haute ambiance to successfully shill American hamburgers smack in the middle of that gastronomic paradise, Paris.
Net income for the company's second quarter topped 16 percent with comps up 8 percent. By this time next year, Collection Denim may help push those numbers even higher.
Image via polo.com
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