Tuesday, 13 April 2010

My MANy Bags News #214

Jil Sander Will Launch Lower Priced Jil Sandal Navy

Fans of Jil Sander who are facing a bank account meltdown buying into the brand, worry not:-) Jil Sander will launched a new casual lifestyle label, Jil Sander Navy which will have a attractive price point while maintaining the brand's values of purity, simplicity and ease. The collection will focus on unconstructed outerwear, lightweight jerseys and easy knitwear and includes T-shirts, dresses, trousers, skirts, jackets, coats and jeans as well as a selection of accessories, handbags, footwear and belts.

The spring/summer 2011 collection will be unveiled to the wholesale market in June before being sold worldwide. If there are no Jil Sander boutiques near you, do not fear. Jil Sander Navy will be sold in the label's online store as well as free standing boutiques.

I wonder how a lower price line will impact the designs of this already minimalist brand. Will fabrics and designs differ much from the main line to have a clear differentiation to justify paying the significant difference in both lines? How will that be managed is important to not erode the exclusivity of the main line while not defeating the purpose of creating affordability. I have always liked Jil Sander as the brand is avant garde and not seen too commonly anywhere. There is a sense of being different when you wear Jil Sander.

Perhaps the founding designer, Jil Sander's collaboration (the successfuly +J collection) with Japanese label Uniqlo sparked off the need to diffuse into a lower priced line to fend off market defection. Uniqlo's designs did come off from the founder's mind and not Raf Simons. Will be interesting to see what Jil Sander Navy offers.

Source: Vogue UK

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