What: Luxury brand Jil Sander will follow in the footsteps of just about every major designer and launch a cheaper bridge line that will be priced 40% below the signature line.
According to Women’s Wear Daily: Jil Sander wants to build a wider customer base with a lower priced brand extension. “The new collection is called Jil Sander Navy, after its blue tag, and offers a more relaxed, sporty-chic attitude while maintaining brand codes such as design rigor and top quality. Its purpose is twofold, offering existing clients another line to buy as well as an opportunity for Jil Sander fans on a budget.The collection will launch globally for spring-summer 2011, to hit stores in January.”
What We Say: More and more designer brands are realizing that they have been missing out on a whole lot of money by not catering to the middle class consumer who likes luxury, but, prefers it on a moderate price level. The good thing about a lower priced line is that the clothes will probably be more wearable (unlike some of the runway looks). We loved the Jil Sander collab with UNIQLO, which is, apparently, being replaced by the Navy line. However 40% off crazy expensive is still expensive (a Jil Sander t-shirt can still run up to $300 bucks).