A new era of Marithe + Francois Girbaud begins in 2008. After 40 years of design innovation, the “Godparents of Denim” revamp their namesake brand in North America under the direction of I.C. Isaacs & Co, the licensing partner for Girbaud in the US.
The brand, which has a rich history of success in areas ranging from runway couture, to high end jeans targeting consumers from baby boomers to college students to the urban clients, starts 2008 with a “reloaded” jean story focusing on three distinct segments: young men’s lifestyle, contemporary lifestyle and premium denim. \
Each segment will have a distinct line complete with its own packaging, retail distribution, price points and marketing programs.
They chose to get involved with the reality show Make Me a Supermodel . If you saw the last installment of the Bravo show, then you are now seeing the final result from that shoot that was so hard on the models. They look so much better on the video than one would have thought from the episode!
Marithe and Francois, recognized globally for their consistently innovative vision of the product landscape, have strategically tailored each line in a way that features certain styles and details to cater to a specific lifestyle.
The distinction is found in labeling, price points and distribution. “We are students of the consumer and how they live,” says Francois Girbaud. “We see distinct differences and tailor our products specifically to these differences. The three various approaches are a result of looking out into the market and not simply at what is already being done.”
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Stevie Wilson
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