The Kroger Co. has taken the wraps off its updated apparel strategy.
The company is rolling out its new fashion brand, Dip, nationwide this week to 300 Fred Meyer and Marketplace format stores. Created by retail veteran and designer Joe Mimran, the founder of Club Monaco, the line includes clothing for men, women, juniors, kids and babies, with more than 80% of the goods priced at $19 or less. Dip will replace more than a dozen of Kroger’s existing private-label clothing brands, giving the company a more streamlined approach to apparel.
“Dip creates a new experience for our customers, focusing on a thoughtfully designed and curated collection that is simple, stylish and affordable,” said Christina Groth, Kroger’s VP of general merchandise. “During the product development process, we were intentional about creating a brand that’s unique and resonates with our shoppers – and we believe we’ve done just that.”
In partnering with Mimran, Kroger linked up with a designer who has forged a successful track record in both upscale and budget-friendly apparel. In addition to founding upscale fashion retailer Club Monaco, Mimran is the creator of Joe Fresh, an affordable, fast-fashion family apparel brand which is sold in Canada through Loblaw’s supermarkets and freestanding Joe Fresh stores. (Joe Fresh, however failed to gain traction in the United States.)
“No detail in the fit and finish of Dip has been overlooked,” said Mimran. “Dip is reflective of customers’ true needs and built around a foundation of key modern pieces. It’s fresh. It feels fantastic in your hand. It’s a fun attitude. It’s all those things. These are clothes for really living life in and looking good while doing it.”
Source: www.chainstoreage.com