Wednesday, November 19, 2008
Designer Michael Ball for Rock & Republic Talks on Selling $300 Jeans in a Down Economy!!!
As a Young Designer during "the recession" ,I research other designers and how there business is doing.
My reseach shows
Even in an economic downturn, Cohen calls denim "recession-resistant." "People are going to make significant changes," he says. "They don't have a lot of money in their pockets. They may not buy three pairs, but they will buy one pair and it has to be about who has the right message."
TIMING IS EVERYTHING
At the time of Rock & Republic's debut in 2002, premium jeans (those with price tags that start at $75) were on the rise. Brands like True Religion (TRLG), Citizens for Humanity, Diesel, and 7 for All Mankind had recently hit the market and were catching on. Ball acknowledges that his timing was spot on. "7 was exploding and buyers were looking for the next big thing," he says.
The rest of his success came down to branding and marketing. Following a strategy to create a niche label within a tight space of niche labels, Ball and his partner, Andrea Bernholtz, unveiled the line at fashion shows primed to grab attention. They had models careen down the runway drinking beer, flipping the bird at photographers, and lifting their skirts. "We did things that no one did," Ball recalls.
At the same time, Rock & Republic worked to heighten interest among consumers and retailers by creating scarcity. According to Ball, when Barneys came to him and said it wanted an exclusive deal to sell his line, he turned the luxury department store down.