Joe Fresh Pops Up In Los Angeles
Joe Fresh and J.C. Penney Co. Inc. are giving L.A. shoppers a preview of how the brand will look inside the retailer’s stores a week before it launches with a pop-up open from March 8th to March 10th.
The pop-up is meant to generate buzz for Joe Fresh’s introduction into Penney’s and familiarize West Coast consumers with a brand that they may see down the line in permanent standalone form. The Canadian brand, which is sold in about 350 locations in its home country, including 14 of its own stores, has only six units in the U.S. concentrated in New York and New Jersey, but Joe Fresh founder Joe Mimran has plans to spread retail to California. “We are on the doorstep of opening 683 J.C. Penney locations in America and the West Coast is of particular importance to us. We just felt it was important to expose the brand,” said Mimran. “Pop-ups are certainly not a new thing anymore, but they are still fun. It is a great way to give a pop of excitement to the brand.”
The shop makes its temporary home in a 4,000-square foot glass-rimmed space on the corner of Melrose Avenue and Crescent Heights Boulevard across the street from Fred Segal. The pop-up’s assortment has about 35 Joe Fresh styles, about half the number that will be available in the brand’s in-store shops at Penney’s, according to Siiri Dougherty, Penney’s senior vice president, general merchandise manager, women’s apparel. “It includes dresses and crochet shorts to T-shirts, tank tops and colored denim. It pretty much runs the gamut,” she said. “This is a good representation of what we are going to feature.”
Design and merchandising at the pop-up mirrors Joe Fresh’s design and merchandising elsewhere. Clothes are grouped by color stories. They are mostly on racks lining the walls, which are white with orange accents, but there are also shelves dedicated to colored denim and T-shirts, notably the $10 Slub V-Neck Tee styles that are bestsellers for the brand. Outfits are repeated on mannequins similar to the way Joe Fresh makes statements about key looks in its stores. The majority of the merchandise at the pop-up is priced from $10 to $69.
Joe Fresh debuted on the J.C. Penney website at the end of last month. Mimran said the brand has racked up three times the volume Penney’s expected online so far and “became the number-one brand immediately.” Joe Fresh will hit J.C. Penney stores on March 15th.
Kate Young For Target Campaign Gets Glamorous
On April 14, following Prabal Gurung, Target will launch Kate Young for Target limited-time collection. Young’s line of formal and semiformal wear uses quirky details that make a look one’s own. This is the first time Target has worked on a limited-time collection with a stylist.
“We always wanted to do a line of semiformal and special occasion dresses,” said Trish Adams, senior vice president of apparel and accessories at Target, when the partnership was unveiled in January. “Here’s someone that creates jaw-dropping moments.” For the ad campaign, Young and Target chose four women with different backgrounds and interests. The women were photographed by Terry Richardson standing on a red carpet in front of a step-and-repeat backdrop plastered with the Kate Young for Target logo. They include model Hailey Gates, Nathalie Love, an aspiring actress, Lily Kwong, a model, writer and luxury brand ambassador who was featured in Vogue’s 120th anniversary issue as one of the 120 biggest fashion influencers, and Leigh Lezark, one third of the Misshapes. Target plans to hold a private event in Manhattan to celebrate the launch.
Michael Kors To Be Honored By Couture Council
On September 4, the American designer will be presented with the 2013 Couture Council Award for Artistry of Fashion. The honor will be awarded at a benefit luncheon, that will kick off New York Fashion Week, at the David H. Koch Theater in Lincoln Center and be presented by the Couture Council of The Museum at the Fashion Institute of Technology. “I’m deeply honored to receive this award from the Couture Council. They do such an amazing job putting the spotlight on design, and I think that to be included in the esteemed company that has been awarded this honor in the past is very gratifying and very exciting,” said Michael Kors of his honor.
Valerie Steele, director of The Museum at FIT, said Kors has been nominated many times by the committee, which consists of journalists, retailers and curators. “The committee’s mandate is to look not only at the previous year’s accomplishments, but at a lifetime of contributions to fashion,” she said.
Past recipients of the Couture Council Award are Oscar de la Renta, Valentino, Karl Lagerfeld, Dries Van Noten, Isabel Toledo, Alber Elbaz and Ralph Rucci. In 2008, Giorgio Armani received a special award for Global Fashion Leadership.
Kors attended FIT, where he recently endowed the Michael Kors Scholarship with a $1 million gift, establishing an annual scholarship for a fashion design student.
Kors’ company, which went public in December 2011, has been on a fast track, generating revenues of $1.96 billion last year. The firm produces a range of products under the Michael Kors, Kors Michael Kors and Michael Michael Kors labels, ranging from accessories, footwear, watches and jewelry to women’s and men’s ready-to-wear and fragrances.
– Selicia A. Walker
Source: WWDSee the Top Ten Summer 2016 Trends for Women Over 40
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