DENIM
DENIM
I TOOK THIS BUSINESS ON IN SEPTEMBER 2023. THE FOCUS FROM THE START TO BUILD A COMPREHENSIVE, BALANCED, RELEVANT ASSORTMENT ACROSS BOTH WASH, FIT AND FABRIC. TO THEN DIVERSIFY THE DENIM OFFER THROUGH FASHION SILHOUETTES, COLOR AND WEAVE DEVELOPMENT. WE EDITED OUT IRRELEVANT FITS AND PUSHED FOR WIDER WASH RANGE ACROSS CURRENT BLOCKS. THE TEAM ALSO LAUNCHED 5 INITIAL ‘BIG IDEAS’ TO HELP RELAUNCH THE DENIM CATEGORY: PERFORMANCE FABRIC, 90’S FIT AND WASH, COZY, STAY BLACK AND A REJUVENATED COLOR OFFER.