Jeans Maker Takes Steps To Relaunch Shoe Line

0

True Religion’s women’s shoe line never found its footing.

The premium denim maker had licensed its name for men’s, women’s and kids’ shoes to an Italian footwear manufacturer, but women never adopted the True Religion style. So True Religion Apparel Inc. announced last week that it’s planning to launch a women’s shoe collection under a licensing agreement with Huntington Beach footwear maker Titan Industries Inc. The Italian manufacturer, GMI, will continue making men’s and kids’ shoes.

Leslie Gallin, vice president of footwear at Woodland Hills tradeshow FN Platform/Magic Marketplace, said Titan’s experience working with brands such as Badgley Mischka, Betsey Johnson and pop star Gwen Stefani’s Lamb will help True Religion establish a better foothold in the women’s shoe business.

“By partnering with Titan, True Religion will be able to fine-tune the styling,” Gallin said.

Shoes from the new collection, including flats, wedges and stilettos retailing for $125 to more than $250, are expected to hit store shelves in the spring. The shoes will be sold at specialty boutiques, True Religion brand stores and department stores such as Bloomingdale’s.

Pete Collins, chief financial officer at True Religion, said the relaunching of a women’s shoe line is part of the company’s larger effort to offer shoppers more than just its signature jeans, which go for as much as $300. In recent years, True Religion has added fashions such as T-shirts, jackets and shorts to its lineup in an attempt to turn the company into an apparel powerhouse.

“We want to offer consumers a full range of merchandise in our stores and in categories that complement our jeans business,” Collins said. “So shoes for women are just part of that strategy of having that range of merchandise that complements our jeans.”

But Collins said the apparel maker has to keep in mind that fashionistas don’t want to be a walking ad for the brand.

“Our sense is that women are really going to resist that head-to-toe branding,” he said. “There won’t be specific branding so you don’t have that head-to-toe look.”

Rest and Relaxation

When executives at Barco Uniforms Inc. pursed the idea of manufacturing apparel for spa professionals, they knew there would be some perks.

“It’s fun to go to a lot of beautiful spas and do research,” said Kyle Weiner, Barco executive vice president and chief operating officer. “We spent a lot of time with the customers and consumers that wear the product.”

Barco executives now are seeing the fruits of their work. The Gardena company in June launched a collection of uniforms for spa professionals, including women’s and men’s tops, pants and aprons that retail for $40 to $180.

Weiner said the company created the spa collection, called Verite, because it saw an opportunity to enter a growing industry. The number of spas in the United States increased 18 percent from about 18,000 in 2007 to 21,300 in 2008, according to industry group the International Spa Association.

“The spa collection for us is another avenue to grow our brand,” Weiner said.

Barco is looking to outfit professionals at chain spas such as Massage Envy, luxurious facilities such as Montage Laguna Beach and major hotels such as Hilton.

The company, which has more than 150 employees, and manufacturers its uniforms in Asia, Africa, South America, Central America and the United States, also launched four fabrics in May. The fabrics, created and designed by the company, are called arcTechnology. Some stretch; others resist moisture and stains.

Weiner said Barco’s new spa collection and fabrics reflect an effort to revamp its business model. During the previous year, he added, the company reduced its debt and improved its cash flow.

“We created some new business practices and implemented our lean initiative, which allows us to be efficient, effective and profitable,” Weiner said.

Business Bar

The Chateau Marmont has been Hollywood’s playground for decades and now the legendary hotel has a new distinction: best business bar.

Entrepreneur magazine named Chateau Marmont one of America’s best bars for business in its July issue – 15 bars made the list. It was the first time the magazine ever compiled a list looking at bars and their deal-making atmospheres, which were evaluated by independent hospitality experts based on seating options, staff services, crowd composition, noise and light levels, decor and range of liquor.

In the issue, the magazine describes Chateau Marmont’s patio and lobby as being “ground zero for discussing scripts and poaching talent.” With stars such as Drew Barrymore, Jake Gyllenhaal and Cameron Diaz wandering around, the magazine simply states that “rubbernecking is unavoidable.”

Staff reporter Alexa Hyland can be reached at [email protected] or at (323) 549-5225, ext. 235.

No posts to display