The junior/contemporary section is the ideal place to search if you want to try a trend, but don’t want to invest a lot of money.
By Lauren Dimet for Suite 101
If you are tired of paying $450 for a mid-tier designer dress, you are not alone. Soaring gas prices, high-priced designer fashions, a denim backlash and increasingly demanding shoppers that want fashion that they can buy and wear immediately, apparel companies are trying different approaches to increase sales while producing speedy fashion at rock-bottom prices.
According to WWD, a number of vendors showing at WWDMAGIC (a fashion trade show) â€” ranging from Kitty, which tallied $4 million in wholesale volume in 2005, to Hot Kiss Inc., which expects wholesale sales to increase 20 percent from the previous year to $45 million in 2006 â€” are eyeing growth by adding new categories such as fragrances and sweaters, beefing up their sales forces, going online and updating last spring’s proven top sellers, such as shorts and dresses, for next year.
Reaching for an older customer in the young contemporary sector is the key to success for many of these manufacturers. â€œA lot of the trendsetters and celebrities are in their 20s and early 30s,â€? said Melody Kulp, designer and president of Sweetees in Beverly Hills. â€œYou’re right in the middle of the mom and the younger teenager, so you can reach both sides.â€?
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